Tag Archives: Reality checks

October 21, 2014 · 12:39 pm

Whistling In The Dark

When we’re afraid of something but want to put on a brave face, we’re said to be whistling in the dark.  I suspect that many marketers are, or should be, doing exactly that.  It seems, you see, that the level of mistrust of what brands are putting out there is so high that a significant portion of online users trust a stranger’s opinion on public forums or blogs more than they trust branded advertisements.

source: images.jupiterimages.com

The Forrester folks found that nearly a third – 32% – of people feel that way.  One response, therefore, might be to consider a shift to content marketing.  As I’ve written before, since much of that sort of marketing is what one might term “sneaky” I think it compounds the mistrust situation.   Maybe the right answer is to find and engage brand advocates – someone who enjoys your product or service so much that they’re eager to tell others about it.  It’s not hard to find them – see who is engaging with the social content you’re putting out there for starters.  Maybe offer them a discount.  Maybe give them “insider” access or let them know what’s in the product pipeline.

Most of what you’re trying to do is to make them feel special because they are.  They are a trusted resource to their networks and what they say is more believable to many than what you have to say as a brand.  Of course that also means you can’t lie to them or mislead them.  The stakes become higher since they can tear you down just as quickly as they can help you grow.  Then again, since we’re always trying to be consumer-focused, open and honest in our marketing, this should not be an issue.

We can whistle in the dark and pretend all is well or we can think about improving what we’re doing every day without hanging on to legacy thinking.  Your call.

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October 6, 2014 · 12:37 pm

Say Yes!

As we start the week, how about we all try something? This week, let’s all agree to say “yes!” as often as we can. Sounds simple, right? Hopefully so. I’m willing to wager that you’ll be surprised at how often your instinct is to say something else, however.yes-238373_640

    • When someone walks into your office with a new product idea that might mean a lot of extra time and effort but could pay off nicely if it works, what’s your instinct?
    • When you are sent an article from a writer that has a different view of politics from you, what’s your instinct with respect to investing the time to hear the writer out?
    • When your significant other suggests making it a meatless Monday, what’s your instinct?
    • When someone says they need an answer RIGHT NOW, what’s your instinct?

The above and dozens of other questions are all about a couple of things.  First, it’s about escaping your comfort zone and pushing yourself to explore new things. It’s about learning and expanding your knowledge base even if it never changes your opinion.  It’s about, in the words of the famous Alka Seltzer spot, listening when someone says “try it you’ll like it” and having an open mind. Sure, there will be the occasional bout of heartburn but there may also be some phenomenal discoveries.

Finally, it’s about all of us (me included and maybe in particular!) bringing a lot more positive energy to a world where things often seem kind of negative.  Happiness and a positive attitude can be catching, just like a sneeze or hiccups.  Let’s try spreading them around.

Yes?

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October 3, 2014 · 10:47 am

Whose Side Are You/They On?

This week’s Foodie Friday Fun comes from an experience I had last weekend.

Casa Bonita food service

 (Photo credit: Wikipedia)

The Mrs. and I went out for dinner with another couple and usually when the four of us go out we try new places. I had discovered a new-ish place not far from us and when I did my research the reviews were interesting. The praise for the food was pretty universal but many people mentioned the service as ranging from just OK to complete inattentive.

We went anyway figuring that finding really good food at a reasonable price could overcome mediocre service. As it turned out once we met the owner it became obvious why the service reviews weren’t great. He is European and the service is as well. The staff didn’t hover. They allowed for conversation. They refilled the water glasses at the appropriate time, made sure we had wine, and brought the food at a leisurely pace. Very much NOT what most Americans expect in my mind but it did raise a question.

I suspect that the reviewers might have gone to the new place thinking they had to find something wrong.  I think they might have assumed that any new place wouldn’t pass muster.  I also think there is a side to each of us (and I know I’m very much guilty of this) that thinks any business is trying to screw them somehow.  We’re all a little jaded with how many businesses behave.  Marketing is misleading, loud, and relentless.  Customer service is non-existent.  However, we might be just as guilty.

Ever been rude to a server or a sales clerk?  Do you allow the fact that the “customer is always right” to turn into a misplaced sense of entitlement?  Your dollars don’t permit you to be a jerk.

The message is that we need to assume that any business is on our side until they prove themselves to be otherwise.  Businesses have to assume the same thing about their customers.  Most of them are not out to get us nor to destroy our reputations via social media and word of mouth unless we really deserve it (and some places do!).  As with the case of the “slow” service, maybe they don’t quite understand what we’re doing and a little note on the menu about “our unhurried service is to permit you to enjoy the food and one another” would clear it up.

Clear?

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