19 February 2020
Author: Daniel Lally
Despite an era of digital connectivity and easy access to information, there’s still no substitute for real-life experience. We all want to see the elephant for ourselves. Or the dual-outboard 900-horsepower pontoon boat as the case may be. That’s what we saw a couple of weeks ago as our Client Renfro Productions raised the curtain on their new edition of the Ford Cincinnati Travel, Sports & Boat Show. A consumer show for outdoor enthusiasts presents the easy paradox of requiring attendees to be indoors and surrounded by tens of thousands of other people who also prefer solitude and open spaces. And yet they came. For 63 years now, this show has curated the top experts and equipment for fishing, hunting, boating, powersports, adventure travel and more from across North America. But just as important, it brings together enthusiasts, giving them the opportunity to share their knowledge, experiences and secrets. Despite all the technology, people will always want to be around people like them. We are naturally attracted to others with a shared experience (family holiday gatherings excepted). That makes the crowds of other outdoor enthusiasts a feature. Every year around Labor Day, in Nevada’s Black Rock Desert, tens of thousands of people who share a different sort of common identity come together to build a city that lasts only eight days. Artists, performers, self-expressionists, individualists and myriad other non-conformists travel hundreds or even thousands of miles just to spend a week with their own tribe. Most (ahem) of what they do in the desert could just as easily be done at home. And yet they come. To belong to something they feel a part of. Like people do.
04 December 2019
Author: Steve Bleh
Any plan for identifying, targeting and attracting customers to your brand almost always involves some sort of analysis of the customer journey. It’s the path from the Zero Moment of Truth, through something like a Sales Funnel, and leading ultimately to the Last Three Feet. Then we’re done, right? Everybody high-five and start filling out the awards submissions. The reality is that last moment of truth is not where the marketer’s job ends—it’s just where it starts over. With some notable exceptions—burial plots come immediately to mind—most of the brands and clients we serve are hoping for something more than a one-off transaction. So, what can we do to keep those customers coming back for more? First, be certain that the earliest customer experience is not only more than they expect, but clearly what they expect. Advertising messages that confuse your audience or imply a different kind of experience will leave guests confused, disappointed or worse. That means that a clear definition of who the product or service is for has to be baked into your strategy. This requires an analysis that goes beyond demographics or psychographics and gets to what customer need that initial purchase meets. It’s fair to say that the MegaMart and the art gallery have very different customer profiles, but patrons of the arts still, on occasion, need batteries or shoelaces. Second, anticipate that there still will be customers who walk away confused, disappointed or worse. Whether it’s because of an operations issue or a disconnect in your messaging doesn’t matter—it’s still marketing’s problem to address. There once was a saying that a satisfied customer tells two people, but a dissatisfied one tells 12. That’s still mostly true, but through social media that unhappy customer could reach 12 dozen or 12,000 in a matter of hours. Have a plan for responding to these situations that in a way that reinforces your accurate brand story and reinforces your commitment to meeting and exceeding expectations. Third—and this where the journey starts over at the beginning—your marketing plan needs to remind all those happy (or at least satisfied) customers about the best parts of their experience invite them back. Many mass-market retailers and food service establishments solicit comments at the cash register or create rewarded surveys. For high-value purchases or those that are less frequent, consider a personal contact to ask about the experience—good or bad—and even to ask for referrals. With so many options for any service or product in the market, brands need to make sure that every step the customer takes with you is on the right path. The first transaction is just the beginning of the relationship. And the beginning of a new journey.