Tag Archives: planning

One Man’s Relevant Is Another’s Spam

There is a factoid coming out of some research that will be our topic today.  I find it of interest because it’s a dilemma that I share to a certain extent with the folks surveyed.  While the topic of the survey was the use of email, one of the key findings resonated with me:

The greatest percentage of marketers still felt challenged to create relevant and compelling content that will really draw in recipients. This ranked as the No. 1 challenge among B2B and B2C respondents to achieving their marketing objectives, but it was also considered the most effective tactic, cited by 71% of B2B marketers and 65% of B2C marketers. If marketers can create strong content, they believe it really does work at converting consumers.

This survey was conducted by the folks at Ascend2 and Research Underwriters.  I can attest to the challenges of creating compelling content – you see the result of that struggle each day here on the screed.  However, I wonder about the definition of relevant.  After all, you don’t have to go further than your own daily conglomeration of inbound emails to recognize that what’s compelling to those sending the stuff isn’t always at the top of your interest list.

Let’s take it out of the realm of commercial email for a second.  You probably get a few emails each day from friends or coworkers that are totally useless.  By that I mean you can ignore them and be no worse off – no less informed or enlightened.  They’re the “thanks” emails when you say you’ll follow up.  They’re the mails sent to 25 people on a team about a meeting involving 5 of them.  I’m all for communication but that gets to the “compelling and relevant” issue found in the survey.

Take that notion to mail you’d send on behalf of a commercial enterprise.  If you’re and airline and you’re sending me information about special fares that don’t apply to the city in which I live, you fail.  If you’re a vet sending me a special offer for the dog that died last year, you fail.  You see, what I’ve found is that compelling and relevant also means reader-focused, segmented, and based on whatever user data I have such as best read posts, etc.  It’s not  just some formula that satisfies MY agenda.

Marketing is hard and getting harder.  So’s blogging!  Neither one succeeds without a laser-like focus on the user.  Right?

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No Action Speaks Louder

I had another post written for today but after the phone call in the middle of the night I thought of a topic that was more immediate.  This is not a screed on how badly the local utility company is handling the clean-up after Sandy.  OK, maybe it is in part.  It’s also a great lesson, however, in how to manage in a crisis (or how not to).
This is the fourth major power outage in the last couple of  years around here.  Each time there are promises about how the utility will be better prepared and about how communication will be improved and transparent.  When predictions about Sandy got dire, a CL&P spokesperson went on TV with the governor to talk about how many crews were in place and how ready they were to handle the storm.  He raised expectations.  That was lesson #1.
Sure enough, the power went out, which is not their fault.  24 hours later, with 90% of the town out,  there were 2 crews in town although no one seemed to have seen them.  Another day later and there are at least 6 telephone crews out making repairs but no one has seen the power guys.  The handy map they have shows no one has been brought back online.  A+ for transparency  F for action.  There’s also a link to check on your outage status.  When you do so it says, in so many words, we have no clue.  There is no information.

At 3 this morning the telephone rang.  I’m not kidding.  In a panic, I thought a family member was in trouble.  Nope.  A recorded message from – you guessed it – CL&P saying nothing.  It was a big storm, we’re assessing damage, we don’t know when power will be restored.  So glad they woke me up to let me know.  Lesson #2 – when you have nothing to say, don’t wake people up to say it.

Every business has big issues surface from time to time.  Very few businesses have entire communities depending on them.  Almost none are total monopolies.  The bigger and more exclusive your business is, the more it’s imperative that you do more than provide lip service, particularly when it’s the fourth chance you’ve had to prove that you can perform and not just say that you will.

I wish there was an alternative to the incompetent idiots who are running this horror show.  Our mayor (called a first selectman) publicly called these guys out at a press conference: ” the CL&P response left me appallingly disappointed. We did not have the multiple crews promised in advance and progress was unacceptably slow in clearing roadways.”

Once again, they’ve done everything wrong.  Raise expectations and don’t deliver.  Promise to communicate and tell customers nothing.  Lots of words, no action.  Then again, as Lily Tomlin‘s Ernestine used to say, we’re the phone company – we don’t have to care (although the phone company has been great!).  Very instructive, don’t you agree?

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Dancing With Mr. C

We have a running joke here at Rancho Deluxe about the two guys you never ever want to see nearby.  You might be thinking they’re the undertaker and the tax collector.  Nope.  Think for a minute about who are always on the locations of some pending or immediate disaster.  Jim Cantore of The Weather Channel and CNN’s Anderson Cooper (but only when he’s wearing a black tee-shirt).  Cantore & Cooper – sounds like a law firm but it’s not.  It’s far worse than that.  In fact, if you ever see either of these two in your neighborhood, get out.  If you see them both, prepare for the Apocalypse since the end is near.

I thought about that yesterday as the weather-related Mr. C was reporting from Battery Park awaiting the hurricane.  Of course, they evacuated the area and I’m not sure if that’s  response to anything other than Jim’s presence.  But it did get me thinking about a business point.

Just as either of these two showing up means trouble in the area, every business has relatively reliable indicators of trouble.  They might as easy to find as on a monthly financial statement or as difficult to track as a pattern of employee turnover but they’re there.  Every one of us can probably tick off a few that we use to tell us when things might need a little extra attention (or when it’s time to pull the fire alarm).  I wonder, however, how many of us formalize that process?  Do we compile a list that’s the aggregation of all the factors our best folks identify?   Do we regularly pay attention to the data from each of those areas?  Or are we more in the business of forecasting by sticking our head out the window to see if it gets wet and proclaim that it’s raining?

The storm battering the East Coast is terrible but imagine what would have happened had it hit with no warning and without people taking protective measures in advance?  Your business is like that if you’re not identifying and reacting to data.  Gut feel isn’t a bad thing but something more reliable should be in the mix.  And now I’m going to check to see where the two Mr. C’s are.  Hopefully far, far, away…

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