Strategies for communicating with consumers in a fragmented world
It might seem counter-intuitive to some, but when you’ve screwed something up is the best time to build customer loyalty. Your angry customer could end up being your best. It’s all in how you handle it.
The Ritz-Carlton has understood this for a long time. They know that any nice hotel room is pretty much the [...]
This weekend I met a fellow marketer who worked for a very old school company that shall remain nameless. She used to do “digital” marketing for them, but they decided to turn that over to their agency and have her refocus elsewhere. She went on to describe brand managers that didn’t understand the difference between [...]
Johnson and Johnson pulled a recent print campaign for Motrin after significant online buzz revealed an underlying feeling of offense. The campaign was intended to show they understood the pain that mom’s feel over raising their children with Motrin as the obvious answer. The execution, however, showed anything but understanding.
By implying that babies are a [...]
Last year a video prognosticator, Kige Ramsey, got his 15 minutes of fame when he correctly predicted every game for the first weekend. Dallas radio, in particular picked him up for interviews. Deadspin nominated him for their youtube hall of fame. Numerous others followed putting up videos of their NFL picks, but none could match [...]
The web browser Firefox 3 (of which I am a proud user), had what can only be called an amazing launch. They set the world record for downloads of software on a single day, despite plenty of reports of errors during the launch, such as late start. They ran two very important websites, www.getfirefox.com and [...]
Tom Fishburne has done a great job of lampooning the culture of brand management and marketing for a while now. His cartoons are both funny and well thought, like an even more clever version of Dilbert without the passive aggressive anger toward upper management.
A recent cartoon of his impressively illustrates exactly one of my key messages. Marketer’s can’t oversell [...]
Many thanks to silicon alley insider for their recent post on the issue that brands have taken with consumer generated shirts which feature their trademarks in unflattering manners. The facilitator of this brand abuse is cafepress.com, an online t-shirt shop that can produce products on demand with nearly any design you can throw at it.
No one is [...]
One of the first lessons that I had to learn was to respect the consumer. The best analogy is to consider them a tourist in your area. You have to speak their language, in a place that is convenient when they are receptive to hearing your marketing message. As a marketer in today’s world you [...]