Body oil is the new ring around the collar.
There is absolutely always a way to connect.
Author Archives: Kevin Smith
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Teach Your Customer Well
NPR’s Planet Money reported recently on “Business Secrets of the Amish.”
In the past 20 years, many Amish have moved from farming to business, and as such they need to advertise. Vanity or boastfulness aren’t allowed, so Amish ads are purely informational. It is an approach that has worked remarkably well, one can deduce, given the notable success of the business ventures.
Giving customers information so they can make informed choices— how refreshing.
This got me thinking about how rarely advertising is used today as a tool to inform prospective customers. But this hasn’t always been the case. When I was in high school in the late 1980s, I loved BMW’s prints ad so much I used them as notebook covers—ads that had more content than imagery.
These ads explained why BMW was a terrific choice, an investment even.
All isn’t lost, however. Information has merely moved to the web as content. For example, check out Lowe’s “Creative Ideas” website.
Lowe’s allows prospective customers to subscribe to a blog, e-newsletter or magazine. They don’t sell Lowe’s; they sell the idea of home improvement.
Much more modest, and much more effective I believe. We 21st century marketers have much to learn from the Amish.
Teach your customer well.
Thoughtless Consumption
Americans have come to consume incessantly. There’s even consumption as a by-product of consumption: that plastic bag with groceries in it, the eight packets of ketchup a drive-through clerk puts in the bag, the plastic cutlery that comes with take-out food.
These are things we never asked for, and they aren’t things we value or appreciate. They are just stuff we throw away. It’s not just that these things are wasteful and environmentally harmful, they denigrate brands by association. I call it thoughtless consumption.
There’s been a slow movement away from thoughtless consumption, and one I predict continues with increasing fervor:
- Heinz ‘s new “dip and squeeze” ketchup packet
- Reusable shopping bags
Another example is Coke’s new “freestyle” fountain drink machine. Fountain drinks had become a self-served bottomless commodity. How to add value? Make the experience special and tailored to the individual.
It’s time to revisit the products we offer and the manner in which we deliver them. We suspect that those who do will find increased sales and customer affinity.
The Power of Thank You
Moe’s Southwest Grill recently opened its seventh location in Columbia, donating the first day’s sales to local charity Epworth Children’s Home. This charitable spirit really permeates the brand.
Moe’s president, Paul Damico, appeared on Undercover Boss, visiting Columbia and demonstrating the compassion that is the core of the brand. Moe’s Columbia, together with the local CBS affiliate, WLTX, invited some of its best customers and biggest fans to a private screening.
Undercover Boss Viewing Party, a la Moe's Southwest Grill
Hurrying is so last year.
My New Year’s resolution is to remain calm. I’ve decided to expand this a bit and have calm include not rushing. I’m tired of being in a hurry, and I’m ever mindful that nothing of any value comes from it.
I’m reminded of this in my studio, where I consistently see paintings—both mine and those of my studio-mates—improve when painted over, sometimes over and over again.
Layers work. Just ask Columbia artist Chappy Manning.
The same logic holds true in marketing. Success is in the details, and details take time and attention.
a valid complaint from a frustrated Moe's customer
By taking time to respond, we might turn frustration into loyalty. If we take the time to go beyond a simple Facebook reply, we may inform some word-of-mouth endorsement.
Technology isn’t making business any easier. There are fewer shortcuts to success than ever. I, for one, intend to slow it all down, minding the details that matter.
