Tick Yes Blog

Tag - brands

When to Go All in Online

I’ve had an interesting experience this week. Someone I had never heard of or met proactively contacted me and wanted to connect on LinkedIn. And via email.
And on Skype.
And on Facebook.
Kudos for a shock and awe approach to connect with a prospect. It didn’t work though. I didn’t accept any of her invitations no matter how impressive her persistence and cyber-stalking skills were.
As someone who also proactively contacts people with whom I’d like to do business I have great respect for her energy and application. It’s just her judgement and of course her offering that caused me to not engage with her.
While I had obviously been vetted by the business I run – I assume my dashing good looks didn’t figure too highly as a selection criterion – her ‘try every digital touch point in one hit’ left me cold.
This is what I wrote about in my book Customer Romance (www.customerromance.com). We customers need to wooed before we’re won. Heck, we may not even be right for you or vice versa. But if you show me that I matter and that you want to get to know†my needs, fears, wants and desires and then MAYBE we can take it to the next level.
Try liking my last LinkedIn Pulse article, or leave a comment. Take a position on one of our†articles†on our Google+†page. Re-tweet what we tweeted an hour ago.
Take an†authentic†interest in me and what I’m doing and the law of reciprocity†may kick in.
It’s a lot of work isn’t it. And ultimately, it may all be for nothing as I may STILL not be interested in what you’re selling.
But that’s what it takes to form a relationship personally or professionally. Nothing is ever guaranteed. What IS guaranteed however is that if you go too far too soon you’ll invariably be rebuffed and then there’s no way back.
One of my favourite digital marketing sayings†is ‘just because you can doesn’t mean you should’. Yes, I’m on LinkedIn, Facebook, Instagram, Pinterest, Twitter and Skype but trying to connect with†me on most of these over the course of 12 or so hours when I’ve never heard of you is a little much.
Perhaps it my Australian reserve coming out but without getting to know me you probably didn’t know I’d feel that way.
Now before you suggest that I get over it, having empathy and understanding as to how your beautifully crafted†sales and marketing initiatives†will be received by your target market is critical to your success or otherwise.
If you want your audiences to be receptive rather than resentful, get up from behind your desk, walk a mile in their shoes and try to genuinely look at what you’re doing from THEIR point of view.
It’s marketing 101 but it’s not easy. You’re infinitely more aware of what you need rather than what they need. But that’s why we’re called sales and marketing professionals. We have the†judgement to know when to hold and we know when to fold (thank you Kenny Rogers).
The Message is brought to you by Tick Yes Ė providing solutions for all your digital and content marketing needs.
Image courtesy of: goodenough.asia

Frozen Friendships

Recently I reconnected on Facebook with some guys I hadnít had any contact with for over 30 years. We had been friendly at school but not friends.
Itís a strange thing looking at a personís life, albeit through the distorted lens of social media, when there has been such a long gap. Jolting is the word that comes to mind.
Wives, children, jobs, friends, holidays, emotions, victories, disappointments are laid bare to varying degrees depending on the personality of the person in question. Rapport and context are important parts of any relationship and re-connections invariably rely on memories of your last experiences. If those experiences were a long time ago itís sometimes hard to get a read on that person.
Of course itís quite a nice thing to re-connect with nice people and maybe Iím over-thinking this but it does make me think about similar experiences. Like when brands Ďgo socialí and expect everyone to follow them or to be fascinated in every photo, post or video. You havenít connected with me personally for decades and now youíre asking me to like your ĎArenít we happy itís the weekend!í comments. Does it really work that way?
Look, it can. But with any relationship there are some steps that you need to take; itís like being brought up to speed. Iíve written a book about it called Customer Romance! Brands forget the steps at their peril. Miss a step or two and it feels weird and, quite frankly a little presumptuous.
Thatís not anyoneís intention of course but you canít just drop into someoneís life, inbox or newsfeed and expect that theyíre going to be instantly fascinated with everything that you do or say.
 
The Message is brought to you by†Tick Yes†Ė providing solutions for all your digital and content marketing needs.
Images Courtesy: kateey.deviantart.com, www customerromance.com

To that Special Someone… your Customers?

Itís that time of the year again; heaps of hearts, holding hands and hugs. Itís Valentineís Day. Even though itís one of those holidays that may catch some of us by surprise, as itís not a public holiday in most parts of the world, itís still something to look forward to, an excuse to spend some one-on-one quality time with that special someone. And time is not all that we spend. A CNN study performed in the U.S. shows that the average person is willing to spend close to $130 on this day of love – $18.6 billion being the estimated total amount. Itís no secret that Valentineís Day is equally treasured by lovers and marketers alike. People love other people, but people also love brands Ė youíll want your brand to be the lovable kind. So how do you do that? After changing your Facebook cover photo into something more lovey-dovey, you can start reshaping your product into hearts. Easy if you sell muffins, more of a challenge if youíre into banking. Letís have a look at what has worked out well in the past;

        The on-demand car service company UBER made it possible for you to deliver flowers to your loved one through their app. This turned out to be a win-win situation; the company already had their drivers on the road and the concept was a life-saver for absent minded boy or girlfriends;
        Heineken made a Facebook app that made it possible to send a personalised serenade to your could-be partner;
        Starbucks ďCup MagicĒ campaign let customers who had downloaded their app see heart shaped petals whirl from heart-clad Starbucks mugs via their smartphone.

Too much work creating an app? There are other, less specific things you can do Ė how about;

        User generated content: The greeting card service Scribbler asked their audience to define what love meant to them. All they had to do was answer three questions and then hopefully become the winner of a new Ipad;
        Go mobile: Studies show that 4 out of 10 shoppers will use their smartphone to buy gifts. Having a smartphone responsive website and being extra active on social media platforms like Twitter and Instagram is probably a good idea;
        Think like a couple: This is the day when couples go out and do things together. If you sell cupcakes, offer them in twos Ė remember that whatever your product or service; Valentineís Day is about being one of two or becoming one of two;
        Target men: Chivalry isnít dead. According to studies, men are more likely to spend more money on Valentineís Day gifts;
        Give your customers a break: Not all companies target couples. Singles may get sick of hearts and chocolate, so offering a Valentineís Day free zone could be a good idea.

Whatever you choose to do, it should be something a little out of the ordinary. However, the ordinary should include knowing your customers and caring for them Ė every other day of the year. But DO offer a cherry on top of that heart shaped muffin this Valentineís Day.
 
The Message is brought to you by Tick Yes Ė providing solutions for all your digital and content marketing needs.
Image courtesy: Pinterest, techblogstop.com