Sometimes people get so wrapped up in tactics that they try to make one tactic fit all strategies. Two articles and a phone call this week reminded me of this. And, also, a project I am currently working on, but more about that later.
There is a lesson for small and local businesses in this change at Starbucks.
First, starting July 1, 2010, WiFi service at Starbucks will be free. This move reinforces the neighborhood/community aesthetic at the heart of Starbucks’ marketing. The free model follows a trend already instituted at most airports and many other public spaces. Moving to a for-pay model is a disconnect in the “public plaza” feel Starbucks customers expect, especially after experiencing the free model outside the Starbucks store door.
This is the second step to free WiFi service at Starbucks, a couple of years back they shifted from a pure for-pay model with T-Mobile to ATT with a model featuring two-hours free daily with a registered Starbucks card and small service charge following the first two hours in a day. Granted, that’s not an expensive proposition, but just typing it cramped my fingers and it confuses many less technically comfortable customers. This change is much easier for customers to understand and act on.
Second, a new Starbucks Digital Network will be introduced later this fall. A partnership with Yahoo! and featuring free access to paid sites such as the online Wall Street Journal and other premium sites, the Starbucks Digital Network offers a new reason for Starbucks to be the preferred choice for customers. McDonald’s wired up 11,000 of their restaurants in 2009 and offered free access to customers and McDonald’s coffee business is major competition to Starbucks, so this new Starbucks access model is probably a response to McDonald’s marketing.
Main Street businesses are always looking for a way to build loyal customer relationships and gain an edge over their competition. Small businesses can use this example from Starbucks as a guide for another way to find a way to differentiate themselves from their competition. Of course, a small business will probably not get the national or international news coverage nor will they probably be able to swing a deal with Yahoo! or other major corporations to present exclusive offerings, but small businesses can find equally enticing draws for their local customers.
Yep, once again the Super Bowl stuffed us with new ads: Betty White and Abe Vigoda took turns getting stuffed on the playground gridiron: Budweiser vacillated between celebrating their brand’s glorious past with another Clydesdale ad, and it was nicely done, and celebrating the dumbest party scenes imaginable with Bud Lite (full disclosure: Bud Lite is my favorite summer beer for closing out weekend chores in hot weather, the main advantages being that it is cheap and watery); and Danica Patrick helped GoDaddy.com dose us with really low level sexual humor.
But two ads stand out in my mind as something special and, even though the ads are built around huge brands, they teach what small business can do in advertising; David Letterman and Google.
Why Google?
This is simple, and that is the Google ad’s strength. Google told us a story, a very familiar love story, and demonstrated how their product helped this story happen. With only a simple music track and some background sounds (check the baby giggle at the end of the ad), a quiet track compared to the rest of the overblown loud ads, Google told the story through the search field of their own home page. They kept their brand in front of the audience during the entire commercial and showed how their suggested search terms lead the protagonist through an entire love story, first meeting through married-with-kids, set in Paris. The whole ad demonstrated Google’s effort on keeping things simple, staying centered on search, and on being relevant.
Google’s ad was an obvious response to Microsoft’s Bing ads showing how Google’s search can bring up too broad a response. Google showed how that broad response can bring serendipity. What will be important is seeing whether Google will follow this up with more advertising to counter the Bing ads, one ad will not hold back the tide (Apple’s “1984” ad notwithstanding).
Why David Letterman?
Because each ad for these two large brands worked on a human scale, they told a story, and they were smart.
Personally, I am no fan of David Letterman’s humor. I am more of a Leno-O’Brien-Fallon kind of guy, I like the positive. To me, Letterman just has too much of a nasty side to his humor. But this ad was smart, it used surprise, and it used a pretty negative situation and turned that into a positive. Jay and Oprah appeared with Dave, they even appeared on the same couch.
My wife and I looked at each other in shock and swore that Oprah and Jay were celebrity lookalikes, but that theory was dashed almost immediately after the game when a promo came on confirming that all three people were the real item and not dubbed or faked in any way. Jay and Dave together on the couch, after the internecine war when Dave was passed over to Jay almost 20 years ago, still passing barbed comments with Oprah, the queen of togetherness, sitting frustrated between them.
Who wins with this ad? Everyone. David Letterman wins by having himself linked with Oprah and Jay while he is sitting atop the heap of late night television (although Conan was giving him a good run for his money that last two week before he bowed out of NBC and the Tonight show). Oprah wins because she is winding down her show and preparing for some future that will probably not involve her sitting on an island counting her billions, she is too motivated and engaged to waste her time lounging around (I am waiting to her about her second act). Jay wins because he got great publicity on the competing network that might help pull back some of the audience NBC lost with their business-busting moves.
So what did we learn?
Keep it simple. Tell a story. Demonstrate your product or service. Be smart and respect your audience. Stay true to your brand. When everyone else is yelling, consider whispering.
The Losers? (according to me, anyway)
Dockers and CareerBuilder.com. Really guys? The best you both can come up with is people in their underwear? Seems like both creative teams got lost on the No Pants Day public transit movement. At least the creative teams have not seen a Naked Bike Ride (no link, too NSFW, but you can Google it).
Intel. A sad robot? What about the other sad robot commercial that appeared about an hour later? I forget what the second sad robot advertised, but it was a complete parallel.
Punch Buggy? Gee, when I was a kid the VW Beetle was called a ” slug bug”, and for good reason since it came stuffed with some 40 horses in the trunk. Actually, I liked the ad and I think it communicated the brand pretty well, but where did this punch buggy term come from? Maybe it’s one of those “Hellman’s” versus “Best Foods”, or “soda” versus “pop”, geographical differences.
Oh, yeah, that was a great Super Bowl, too. I actually watched the whole thing through without switching channels this year!
Small business marketing can be tricky, it needs to reach your customers quickly and easily without costing an arm and a leg. Twitter, no matter what the buzz you’ve heard, is a great communication tool that can help you with marketing and sales. Here’s why:
1. Most business is small business.
More than 99% of business in the U.S. is small business, defined by the SBA as under 500 employees (more staggering, the percentage is actually 99.7%). But 500 employees is a really large business in most of our eyes, so a more important number for this discussion is that over 98% of businesses in the U.S. have fewer than 100 employees. Mike Clough, a serial entrepreneur and SCORE consultant, has a very readable blog post that helps parse the dense SBA figures (and you might want to read Mike’s blog on a regular basis).
Why are these numbers important? They show that if Twitter can be used in business, and I’ll write more later on businesses using Twitter, then the overwhelming majority of businesses using Twitter will be small businesses.
2. Your customers are using Twitter.
And more will begin using it this week. According to Nielsen, Twitter grew 1382% between February 2008 and February 2009, rapidly expanding from less than a half-million to over 7 million users. The overall numbers are still small, but this growth rate means over 91 million people using Twitter next February.
Twitter users are not kids. Better yet, the sweet spot of Twitter use is in the 35-49 age group, this group represents roughly 42% of all Twitter users and the core age group of the working world. This number will definitely change as Twitter use continues to grow, but it is an important age group for small business sales.
3. Your competitors are probably using Twitter and they are talking to your customers.
Come one, you already know this. When was the last time you tried some marketing or sales activity and you didn’t find out or know that a competitor was already doing this? The boom in Twitter business use followed the boom in Twitter users, it’s an organic growth curve, but you can still get started now.
The New York Times recently covered business use of Twitter and mentioned some small retail business uses along with the typical array of large corporations, but they left out the backbone of American business. They left out the business-to-business, industrial/commercial aspect of business. Twitter talks to and through your distribution chain, reaching your reps, distributors, and retailers, as well as your end customers, affecting end-to-end marketing along your entire distribution chain, no matter how many tiers and branches in that chain.
4. You can extend customer loyalty.
There’s a period following the purchase process where the customer becomes loyal to your product or company. Continuing that loyalty can be hard for small businesses, especially when repeat business is spread over longer periods. You can use Twitter can keep customers in the loop on your product or service, keeping them in a positive purchase state long after the sale is complete, possibly through to the next sale. And the word-of-mouth
Even better, it doesn’t matter whether your customers are local or geographically dispersed. Your regular sales skills are the main requirement in Twitter, the same as the conversation on the phone or in the office. One good difference is you can reach multiple customers at one time and then handle individual conversations through other methods appropriate to the customer need.
5. You determine how much time you spend using Twitter.
Twitter use grows organically, it is a self-defining use responding to the conversations surrounding your business. Yes, there is the group that tweets what they had for breakfast, but far more serious questions and discussions also happen on a minute by minute basis. Finding these discussion depends on your customers and their habits, but the best place to start finding them and listening to their discussions is by using a form of search.
Use TweetDeck or Seesmic, desktop applications that will continually track and report uses of searchable terms used in your business. Or use TweetBeep to get search term uses emailed directly to you (be careful with TweetBeep, it’s great for lower search activity but can overwhelm your email inbox if a search term is heavily used). These tools can get you started effectively using Twitter in business, but there are many other methods as well.
So that’s five reasons to start using Twitter today. There are many more reasons, but they will be specific to your business needs, feel free to comment here or email me with specific questions and I’ll try to give you some quick general answers to your possible uses.
You can tell when a movement dies: it becomes recognized by your parents and guides are written about it by major media.
I’m being only half-facetious. The Wall Street Journal (WSJ) has taken upon itself to describe “The Secrets of Marketing in a Web 2.0 World,” and that pretty much hammers home the final nail in the web 2.0 coffin (yes, the tired cliches in this sentence are here for a reason).
Is the WSJ wrong or did they write a bad article? No, in fact they provide a fairly clear and concise look at web 2.0 marketing. But, this article is late, very late, in the marketing lifecycle. The WSJ so much as admits they are late in picking up on the web 2.0 trend when they state, “Millions of people have become familiar with these tools….” The article states the standard web 2.0 advice (i.e., don’t just talk to consumers–work with them throughout the marketing process,etc.), and even suggests coining a term for the type of person who should be directing these web 2.0 marketing directives (a “technopologist”, sounds too much like an “apologist” to me), but this comes at a time when many people are suggesting steps beyond web 2.0 is in the making (see Peter Kim’s “Social Media Predictions 2009” and read Charlene Li’s prediction on exclusivity).
As said above, the WSJ doesn’t say anything necessarily incorrect or bad, and this is not the first time they’ve paid attention to marketing on the Internet, but this coverage just seems late in the game. Read the entire article, see how it fits your marketing strategy; you are most likely beyond the basic steps outlined in the article, after all, you are reading a blog entry, one of the most basic web 2.0 components. If you are not taking these basic steps, then maybe it is time to review your marketing strategy.
Maybe I misunderstand the WSJ audience, maybe their audience is made of marketing followers, but somehow I think that impression is wrong. Then again, my teenage kids wonder how relevant Facebook is anymore since they discovered I’ve had a page there before they joined. To each, his own.
OK, that idea seems obvious to the extreme. But sometimes what should be obvious is hidden in the mundane.
A report came out recently from the CTIA, the mobile phone trade association, that points to some changes we all may want to make in our customer marketing, especially at the small business level. According to Nielsen Mobile, an arm of the familiar Nielsen survey folks, cell phone calls have remained at a fairly constant level each month for the past two years. But the CTIA reports, that Americans are now sending more texts than phone calls each month–by 150%, 357 text messages versus 204 calls!
June 2008 reported 75 billion text messages sent by Americans (yes, that’s billion, not a typo), a 160% increase over the 28.8 billion text messages sent in June 2007. Of course, this rise in use is driven by teens in the 13-17 year old age group, but my anecdotal evidence says some of those messages are also going to parents and their text numbers are rising along with the teens, just at a slower rate. I would show some of these charts, but the CTIA is being fairly protective of the information; you can download a 10-page summary of the report.
Here’s what this means for small business: It is time to think about changes in the ways we contact customers. Some customers will prefer a text message, especially when a simple notification is all that is required. Think about the dental appointment reminder call; the pharmacy pick-up call; waiting for a table at a restaurant; the car servicing reminder and the call for pick-up; the dry cleaning; all simple daily actions that take time for a business and time for the customer. This model extends to all sorts of services businesses where customer contact is infrequent, services such as landscapers and pest control businesses.
In the commercial business, this same texting works for businesses that have a regular product delivery to their customers. A simple follow-up text to the department head or purchasing agent after each delivery when the delivery is handled by a driver and the receipt is handled by receiving clerk, the text action fills in the gap between sales calls and operates as a constant positive reminder of service and products delivered.
A side benefit is that you collect the cell phone numbers of your customers; not to be abused and heavily marketed to, but to be used as a way to build your brand while delivering superior business value. This actually is a very efficient post-sales activity masquerading as great service. And you build a closer relationship with your customer as well as gaining another contact point through their cell number.
One drawback is that texting costs money, but many cell phone users have unlimited texting plans which are available for very little cost. You can hold the text cost down on the business end by using the online texting services or sending to the phone by email. You can even automate a portion of the action, but remember this is a post-sales activity and there should be some personal interaction in the message (quantity delivered, time delivered, any number of important aspects of the delivery). This represents an opportunity to head off mistakes before they become a big problem.
This is not social media as we generally define it these days, but it is a medium which is social and two-way communication is possible if the customer chooses to communicate. This is not the broadcast social media of Twitter, with Twitter’s constant status updates to a broad group of followers. Twitter has it’s place for business, especially following and solving service and brand problems (you can Google the stories on Comcast and others solving customer problems through picking up hints on Twitter).
This is definitely something to think about applying in your business before your competition gets there first.
OK, the big news over the weekend and today was the crushing letdown of Lehman Brothers. Lots of news outlets are carrying the story, bu the lesson for businesses, especially small and medium businesses, was i a small quote from one of the Lehman staffers to the Financial Times. He said:
“I’ve had people calling me from telephone boxes. In the old days you’d just pick up your Rolodex and you’d bugger off. Now everything in your life is with the company,” said a former employee.
The point is that technology has made one of business’ age-old problems simpler: getting a handle on customer lists.
Traditionally, sales people kept their Rolodex with a list of customers and Finance kept a customer list, and neither list matched because the sales person met with a user and the finance department met with a customer finance person. Now days even a very small business can keep a single list of customers, and larger small businesses (oxymoron intended, companies are still defined as small businesses up to 1500 people) and medium business use applications like SAP to run hings and maintain customer lists that mine sales opportunities.
Collecting and maintaining that customer data was difficult when sales people maintained their own Rolodex, and the value of the information often left with the sales person. But now the value of the information can and should be maintained in a central database that informs and tracks customer activity in a way that enhances customer service and company sales, along with securing the customer list in a way that aids customer retention.
The business owns the customer relationship. The sales person may own the face to face relationship, in fact the sales person is instrumental in creating and maintaining the business relationship, but the business owns the financial responsibility as well as the customer access.
Does your business own the customer relationship? Do your sales people have outside lists of your customers? Do you have a plan in place to centralize the information so you can ue it as a strategic sales advantage and in case there is a need to recover the informationwhen a sales person is unavailable for some reason?
You would be surprise at the number of companies that still do not own their complete cutomer lists and the tumult that transpires when a sales person goes missing.
Let us know how you address owning the customer list and share the strategies you use.
There’s a certain charm to Jules Verne. Maybe it’s the innocence of the era, the belief in a better world–notwithstanding his bleak view of the future in The Time Machine–or it could be that he was so right about our future technologies. Either way, today New York City and London are involved in a trans-Atlantic experiment that has a Jules Verne twist almost 200 years after his birth!
This BBC article spells it all out and adds video that gives a much better feel to the story.
What I find interesting is that today we can easily reach in our pocket, pull out a mobile phone and simply call someone in London. So why are so many people in two of the more sophisticated cities in the world enamored with this idea? Is it the steampunk physicality (check this site for more steampunk) or is it a basic human reflex of communicating?
Most of us spend a large portion of our day communicating. We talk, type, text and sign. We are drawn to the unique. As business people we look for new ways to get our message across, to excite and entice our audience to engage in conversation and purchase from us instead of the guy down the street (or from around the world in today’s Internet age).
Obviously, there is a human-interest draw in this art installation. There is the happenstance of connecting and meeting with people one does not know personally. The novelty of the installation removes the fear of strangers and helps people interact. My father would say “it’s just damn fun, stop thinking about it,” but we can all see how the idea of a novel way to communicate has removed the barriers between people.
With a little work, we can apply this same process to our business communications. Start a newsletter, follow and respond to customers on Twitter (build a customer group on Twitter), update our web sites more frequently with new information, there’s dozens of actions we can take to be more interesting and exciting, and to draw more customers. By doing something new and unexpected, people will follow, and business will follow the people.
What new twists on existing communications technology have you put in place or just think might be interesting?
McCormick & Schmick’s is a nice restaurant, really an upscale fish house, that started in the Northwest and now has tentacles reaching across the U.S., now with probably two-thirds of it’s restaurants east of the Mississippi River. One of the oldest restaurants in the chain has occupied it’s current location since 1892, but this business understands how to treat it’s customers and has made the leap into their third century of business.
I placed a dinner reservation there just this morning. The hostess took the usual information and then asked if I wanted an email confirmation sent to me. Now, email confirmations are not unheard of, but this one happening in my own neighborhood restaurant triggered my senses: McCormick’s has shifted their thinking to include drawing their customers into an online relationship.
Customer relations are fickle and a business needs to keep up with the trends and customer preferences. McCormick’s also recognizes that cooking and serving food is not their real business, their real business is being a place of entertainment for their customers, the food is one part of the entertainment customers expect when they come to a restaurant.
How does this idea inform your business? And what is your real business, the parallel to McCormick’s actually being in the entertainment business?
Addendum: Of course, I said “yes,” and I’ll give a report back on what McCormick’s actually does, now that they have my email address.
You just completed a great project for your number one customer. You are proud, the customer said the project went extremely well and that they are already getting results above their expectations.
You ask the customer for a testimonial or maybe a full-fledged case study….and….the communication….goes silent….
Unfortunately, this happens all the time. Many companies are loathe to let anyone know what they are doing; and other companies just don’t want to be bothered; and still others are cautious about having a simple case study seem to legally link them to you, as if a case study was a performance guarantee they were signing.
One way to avoid the uncomfortable dance, or have the lawyers simply shut the discussion down, is to start the discussion during the project start-up. People are always more agreeable when you have something they want. One agency I worked at years ago actually had case study rights written into the contract on the back of each of their estimates, which were required to be signed prior to starting a project. Even signing the estimate did not work every time in gaining a case study.
But maybe the question should be about the value of case studies. Case studies are essential in some business circles, such as military and high tech sales, and with the media. If you are looking for investors, case studies demonstrate how effectively your business handles its business and what your customers say about you. Case studies are the proof of your talk, without case studies your talk is just that, talk.
Dance Among Elephants 