Category Archives: Helpful Hints

One Mistake You Can’t Make

There are many things that go wrong in any business and even more that possibly can.  Today I want to talk about the biggest mistake a manager can make and how to avoid it.  Those of you who are regular customers here on the screed might be thinking I’m heading into a rant on accountability.  You’re not far off.  People must be held accountable once they’re clear about what their responsibilities entail.  That, however isn’t the mistake.

Let’s agree up front that stuff is going to go wrong.  Even if it’s not totally wrong, things might be done in a more efficient manner or in a way that resonates more loudly with your customers.  When whatever it is goes wrong, the first instinct is often to burn (figuratively) the responsible parties at the stake.  I’ve worked for managers who would dress down an employee loudly and publicly for an error.  Part of the reprimand was often something about how mistakes are unacceptable.  Period.

Bingo.

You cannot have employees thinking that failure of any sort is bad.  Yes, those responsible should be held accountable.  They can’t, however, feel free to create, innovate, and push the envelope if they perceive the sword of Damocles hanging over their heads at all times.  That’s paralyzing and inefficient.  It’s also a sure route to stagnation and failure.

The demand we can make is that people learn from whatever the mistake is and not repeat it.  I’m very comfortable chastising someone for doing the same thing wrong.  I’m less so when they tried, failed, and learned.  Good ideas happen because people follow their instincts without second guessing.  They speak up loudly when they have a new idea.  That’s the kind of environment in which I want to work.  You?

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Brand Actions And Words

I’ve mentioned in this space before that brands have a lot less – if any – control over how they are perceived by consumers due to the rise of connectivity among those very same consumers.  That contention is supported by some research from The Society For New Communications Research which conducted a study on the topic of Social Media and Societal Good.  Main conclusion?

The reputation of a company is no longer defined by what they “report” or what they “say” they stand for. Instead, they are increasingly defined by the shared opinions and experiences of socially-connected consumers.

You can read the study here.  It’s interesting although not particularly surprising.  While the vast majority of people still rank the quality of products and services are the most important reason behind how they form impressions about a brand, some other traditional factors are ranked way down the list in importance.  Only 43% say that a company’s ads are either mildly or very important in forming impressions while  76% cite family and friends that way.  While many brands are obsessive about their social media presence, only 28% of consumers use that to form impressions.  Interestingly, since 78% mention the customer care program as important, perhaps the social media emphasis needs to be more about caring and less about sharing.

So while word of mouth matters, so too does how a company behaves in the world as a whole.  We don’t yet seem to be at a place where consumers research a company’s social and societal impact before doing business.  However, when a company’s behavior comes to their attention – maybe through a news story, maybe through a friend – news of the negative societal impact of a company has impact and more so with women than with men:

When quality and price are largely equal in a purchase decision, nearly three in five people report a moderate to strong positive impact on likelihood to purchase when they discover information on the positive societal impact of a company. 61% report a moderate to strong negative impact on likelihood to purchase when hearing news on the negative societal impact of a company.

So let’s behave, people.  We are what we do, not what we say we are or will do.  Our customers are paying attention.  Are you?

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Stop Wasting Their Time

Some interesting data from the Gigya folks via Marketing Charts and it reminded me of something.  First the results and then the thought:

Two-thirds of survey respondents (aged 18-55) said they have at some point unsubscribed from a company’s email list after it sent them irrelevant information or products, the leading response among those identified. A significant proportion of consumers also claim to have ignored future communications from a company (43%) or stopped visiting a company’s website or mobile app (32%) on the basis of having received irrelevant communication.

Way back when, consumers just ignored brand messages when those messages were off base.  Maybe they turned the channel or the page; maybe they just sighed and waited for the program to resume.  That’s obviously not the case in an age when communication is more personal and the recipients of that messaging can be proactive about how they receive it.  They’re actually punishing marketers who aren’t honing their messages.

This is yet another reminder that the consumer is in control of your marketing to a large extent.  It needs to be about them and not necessarily about the brand’s message du jour. Talking at them doesn’t work.  Talking with them might.  Listening to them and engaging them in meaningful, helpful dialogue does.  No matter what, we need to stop wasting their time or we’ll suffer the consequences.

Your choice!

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