I’m currently in the process of returning to WordPress as my blog provider – please be patient as things change.
Back (blog)Home
May 7, 2010 by ·
After spending the last several months with Typepad as the service for my blog I’ve returned to where I began – WordPress. I’ll be upgrading the look over the next few days – stay tuned.
Good to be back (blog)home.
Book Review: Currencies That Buy Credibility (final)
April 9, 2010 by ·
In Part two of the book Tom gives some great examples of
companies putting the “Currencies” into practice. Some examples include
–
One Hour Heating and Air Conditioning became the
nation’s first heating and cooling service company to offer on-time service.
The created believability by fulfilling the promise of “Always on time or you
don’t pay a dime”. They risked material wealth to build credibility.
–
When talking about the currency of “Time and
Energy” Tom highlights the trusted and go-to online retailer REI. REI takes their
content to an amazing level by offering expert advice to outdoor experts or
wannabees. What’s your expertise? How can you highlight it?
–
The currency of “Opportunity” highlights toy
store “Geppetto’s Workshop”. A unique toy story that differentiates itself and
prides itself in NOT carrying any toy that is made of plastic or requires
batteries. They go all out so that they
don’t become ordinary. The absence of “popular and trendy” toys is what attracts
the crowds.
–
Chapter Seven gives great insight into how
transparency builds extreme credibility. Shoeline.com and Google are both cases
in point.
–
The currency of “Reputation and Prestige”
relates the story of how Patagonia put a stake in the ground that either
attracts or repels their customer. By staying true to their core values they
have continued to build out their reputation and establish themselves as a
brand of prestige.
–
“Safety and Well-being” are the final currency Tom
tackles with a great story about identity protection specialists Lifelock.
In
the final section of the book Tom wraps it up by challenging us to ask three
important questions:
1. What
are your company’s defining characteristics?
2. What
signals do you decisions send?
3. Is
there conflict between what you are saying and who you are being?
Currencies
that buy Credibility is a book that will be a perennial read for you.
Sandwich Boards and Social Media
March 29, 2010 by ·
In my hometown of Kernersville, NC old school marketing has collided with social media and is putting a local business on the map.
Part one – The man is Kenny (seen in the photo), his method – dancing with a sign on one of the busiest corners in town. Kenny's employer, The Vault, found him dancing on a corner in a nearby city several months ago and offered him a part-time gig. Kenny proved to be a huge traffic driver with 1 in 3 customers coming through the doors saying they came in after seeing Kenny bustin' his moves on the corner. Needless to say Kenny is now a full-time employ of The Vault.
Part two is what all marketers love – the tribe rallying and spreading the word. Shortly after Kenny started dancing at the corner of Main St. and the on ramp to I-40 a passerby snapped a photo – drove home and started "the guy dancing outside of The Vault in Kernersville" fan page on Facebook. In less than two weeks the page grew to over 3000 fans and today is just under 4000.
This is a great example of how one of the oldest marketing methods is still viable and attracts so much attention that people can't help but spread the word through new marketing channels like Facebook.
What do you think? Have you found successful ways of integrating old and new methods?
Book Review: Currencies That Buy Credibility (part two)
March 22, 2010 by ·
Tom's definition of each currency frame the rest of the book and bring a clarity to how we can put into place programs, processes and policies that increase our credibility. Today's focus is on the first – material wealth.
Material Wealth – Tom uses the example of Nordstrom's and their legendary guarantee that allow customer's to return the product at any time for a full refund. The he asks the following question, "How might your business take on the buyer's risk to strengthen credibility?"
What other ways, beyond a liberal return policy, you have seen that build credibility?
Is there a line, when it comes to this currency, that a company can not afford to cross?
Book Review: Currencies That Buy Credibility (part one)
March 17, 2010 by ·
A couple of days ago I finished reading Currencies That Buy Credibility by Tom Wanek. In addition to being an international speaker Tom is an adjunct faculty member of the Wizard Academy founded by another great author and marketing "wizard" Roy H. Williams.
In a day and time where trust is at an all-time low and marketing messages are "unbelievable" Tom provides us with a map for building credibility and regaining trust with our audience. He says, "The believability of your company's marketing message is directly related to your willingness to risk or spend one of six resources. And the more you risk or spend, the more believable your message becomes.
The six currencies that Tom outlines are:
- Safety & Well-Being
- Time & Energy
- Material Wealth
- Reputation & Prestige
- Power & Control
- Opportunity
Over the next several days I'll be posting my takeaways and learning from this great book.
Engage!
February 28, 2010 by ·
en·ga·gé – choosing to involve oneself in or commit oneself to something
How many opportunities have we missed because we were too busy and didn't "engage" someone? How many sales have been lost because we didn't just answer the phone? How many new clients slipped through the cracks because we didn't answer an email or didn't answer it soon enough?
Over the past couple of years I've been doing some straw polling of friends and business partners when it comes to "engaging". What I've discovered is that the vast majority of company's are seemingly too busy to engage their current customers let alone new, potential, customers. I have heard over and over from people – my customers and others – that we got the business or they got the business just because someone picked up the phone and talked to me.
How are you engaging with your team? With your customers? With your potential customers?
Poor Customer Service Costs Companies $83 Billion Annually
February 18, 2010 by ·
The Customer Experience: Your Core Asset
February 17, 2010 by ·
I've had a quote posted above my desk for the past 15+
years that says, "It's the customer experience that is the core asset of
your business." In an economic climate where everyone wants to compete
on price we have to resist that temptation and deliver a customer
experience that trumps price and produces loyal fanatical fans.
It doesn't matter if you are a supplier or a retailer, online or brick and mortar, service provider or non-profit – your success is measured and determined by the experience you offer your customers or donors.
What's something you have changed or will change to give your customers something to talk about – in a GOOD way?