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Monthly Archives: May 2020

At last, CMO’s dominate the news, but it’s the wrong C-Word…

20 Wednesday May 2020

Posted by Malcolm Auld in Advertising, Branding, Digital marketing, Direct Marketing, Marketing

≈ 7 Comments

Tags

branding, chief marketing officer, chief medical officer, CMO, marketing

As you well-know dear reader the marketing industry loves its flashy job titles. Though when I first started working in marketing, the most senior roles were Marketing Director, National Marketing Manager, VP Marketing, or a mashup depending upon geography. For example, APAC Regional Marketing Director.

But we’re a funny lot we marketers. We weren’t happy because we believed we weren’t taken seriously at Board level. We took umbrage that very few Board Directors were marketers. Boards generally included finance and general management, HR, but rarely were there any marketing honchos.

So, to alleviate this perceived problem of status, we created a new marketing job title. One that reflected how we saw ourselves – one that elevated us to the C-Suite (wherever that is located). We became Chief Marketing Officers.

With a C-Word title, we had to get a seat on the Board – after all, we were now “Chiefs” just like the CEO, CFO, CIO etc. I declare a hand here. I’ve been a National Marketing Manager, Marketing Director and a Chief Marketing Officer among other titles – all ordained, not designed.

But even with the C-Word title, marketers are still thin on the ground in Boardrooms. So I was surprised recently when I was reviewing the popular media, because right there in headlines around the world were CMO’s.

CMO’s are all over the media…

Everywhere I looked; “The UK CMO says…” or “Deputy CMO states…” How important are CMOs now – they even have a deputy? The acronym CMO appears constantly on the ticker tape across the bottom of news screens – CMO has almost entered the vernacular.

There are now Deputy CMO’s…

But there’s a small problem. In marketing parlance, the CMO being referred to is the wrong C-Word. In the current COVID-Crisis, CMO stands for Chief Medical Officer, not Chief Marketing Officer.

They can even point to charts like Chief Marketing Officers can…

“Holy Handles Batman what will they call themselves now?” I hear you ask. Years of lobbying to be taken seriously and the most senior marketing job title has been usurped by the medical fraternity.

Damn and blast – we’ll have to design a new descriptor for our fabulousness. Something that describes our importance to society and businesses at large. But what will we use?

It needs to reflect the humble nature of our industry, titles like:

  • BCMO – Big Chief Marketing Officer?
  • CML – Chief Marketing Legend?
  • SCMO – Super-Chief Marketing Officer?
  • DDMAO – Data Driven Marketing & Advertising Officer?
  • DDCEDNEMG – Data-Driven Customer Experience Digitally Native Engagement Marketing God?
  • DFM – Damn-Fine Marketer?
  • LCP – Lords of the Coloured Pencils
  • TMB – That Marketing Bloke  (maybe that’s not politically correct).

But what is clear, is we can no longer be called CMO’s. It’s too confusing, as people naturally assume CMO describes a medical title.

This is not unusual for acronyms to create confusion among the executive ranks. I was asked to pitch for a major tourism account and to provide examples of my direct marketing expertise in the category. I presented a direct response TVC for a 5-star resort, direct response press ads and inserts for hotels and destinations, then was promptly asked by the CMO to stop my presentation.

The CMO said he wanted me to present Direct Mail (which I had yet to get to). I explained that mail was but one media in which you conduct direct marketing. His staff asked me to step outside, while they ‘discussed’ the definition of direct marketing with the hapless CMO. I returned to complete my presentation and was eventually awarded the business.

My mate Drayton Bird once got caught up in the acronym problem. He flew from London to NY to talk to Board members about CRM (not sure if a CMO was there). He was stopped 20 minutes into his presentation and asked what the hell he was talking about. He said Customer Relationship Management. They said they wanted a presentation about Cause Related Marketing. Go figure?

This is a weighty topic folks, and given that our very own C-Word now risks getting lost in translation – your suggestions are welcome please…

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A simple phone call goes a long way in good and bad times…

14 Thursday May 2020

Posted by Malcolm Auld in Advertising, Branding, Customer Service, Digital marketing, Direct Marketing, Marketing, Marketing Automation, Sales, small data

≈ 1 Comment

Tags

customer service, marketing, marketing technology, martech, selling, small data, telemarketing

As most of you readers already know, in tough times the marketing rule of thumb is to keep investing in your marketing. Though it’s easier said than done if your business is closed and your customers don’t have jobs.

But that being said – there has never been a better time for real contact, as against digital contact. As I’ve shared previously, there is a heap of COVID-CRAP in our inboxes, most of it is a complete waste of effort and completely ignored.

So I ask you folks, “How many of you have rung your customers recently to have a real conversation?” Just put in a call to check in and see how your customers are and if you can help them – with anything?

If not, may I suggest you consider a phone or video call – sooner rather than later. The reason is simple: if you’re not, your competitors are probably doing so. If you are claiming as you read “I cannot afford to call my customers” – you may want to revise your business model. If you can’t afford to call or mail a letter to your customers, you will lose quite a substantial amount of business – in good and bad times.

Why didn’t you call?

Most SaaS companies lose huge volumes of clients because they never call them – they rely on marketing technology (martech for the buzzword lovers) to deliver their personal communications, immediately de-personalising the experience for their customers.

LinkedIn is guilty as charged. I tried the “Premium” service and after a year of not enjoying any premium service, I didn’t renew. All I got from LinkedIn was email to remind me to pay my renewal. Now, because LinkedIn is not very good at its “small data” I keep getting offers to trial the Premium service.

How hard is it for LinkedIn to pick up the phone and ask why I left them, or to block advertising a service I cancelled, so as not to irritate me? But hey – maybe they don’t understand lifetime value?

Here’s a simple example of the value of talking to your customers:
My elderly father is a member at his local licensed sports club – he no longer competes, but visits for dinner or lunch regularly. He isn’t known, he’s just one of thousands of members. Last week his phone rang – it’s a landline. The club’s welfare officer was checking in to see how my father was doing and if he needed anything. They were checking on all members aged over 70 – a  simple use of small data that made a big impact.

Nobody from the club has ever rung my father in his life. But he thought it was wonderful that the club would consider calling him – he’s told everyone and can’t wait for it to reopen so he can enjoy a meal with a glass or three of wine.

Can’t wait to get back to the club to splurge on a Schnitty…

Imagine what your customers might say if you called them?
Here’s another example – I’ve written about this previously. A major office supplies company in Australia was keen to migrate its customers to online ordering to reduce the call centre workload – and cut some costs. They company mails annual catalogues to customers and research shows the catalogue stays on file until the next edition is mailed. Customers usually order with the catalogue on their desk.

It didn’t take them long to discover a problem with sales. The customers who moved to online ordering were ordering less per order than those who rang the call centre. They weren’t shopping more frequently either. So sales dropped as business moved online.

They company launched a new strategy – before they shipped the online orders, they called the customers (by phone) and advised the order was about to be dispatched, asking if the customer wanted to add anything to the order. Inevitably, using historical order data, the customer service representative up-sold the customer and increased the order value. The company has increased its call centre to accommodate both types of online ordering – telephone and data lines.

And by how much can I increase your order today?

So, if you’re considering migrating your business to online-only because of the pandemic, consider accompanying the service with real people on the telephone if you really want to succeed.

Receptionist is marketing genius
Another former client of mine takes orders by email and website. Each time an order arrives the company receptionist calls the customer to confirm the order. She started doing this because she thought it was good manners – you know, the right thing to do.

I suggested that during the call she agree a delivery date that was later than the earliest her company could deliver. The company now delivers each order before the agreed delivery date. The clients love the service as it exceeds their expectations and there is rarely any dispute over paying on time.

Thank you for your order it will be delivered on…

How $2 helped make $millions
Speaking of paying on time, a very successful cousin of mine sold his business for a premium, partly due to his excellent cash flow and a simple phone call. Geoff (his real name) would ring the accounts payable department of each of his debtors and confirm who was responsible for the processing of his invoices – most were small to medium size companies.

Each month he would mail his invoice in a personally addressed envelope to the accounts payable clerk – complete with a $2 scratch lottery ticket attached. His debtors loved getting his mail – and they paid his invoices ahead, or on time, every month. His cash position added enormous value to his business when he sold it.

Thank you for paying my invoice on time…

So, regardless of whether you are able to sell anything or not to your customers, due to lock-down or delivery issues, make and keep real contact with them. They’ll appreciate your effort and the investment will pay off – either immediately or in the “new-normal”.

It also allows you to gain some knowledge about each customer. Because the old adage still applies:

One thing you know about your customer is worth more than anything you know about your product or service.

That ‘one thing’, gives you a reason for a conversation – and that conversation can turn into business for you.

The other reason you should keep talking with your customers is also very simple:

If your customers don’t make you rich…who will?

Gotta go – the phone’s ringing, I wonder who it is…

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To tie or not to tie, that will be the question…

08 Friday May 2020

Posted by Malcolm Auld in Branding, Content Marketing, Marketing

≈ Leave a comment

Tags

COVID-19, menswear, neck ties

I declare some self-interest here folks. I haven’t bought or worn a tie in more than 20 years. Can’t stand the things. But I suspect my opinion on this subject will divide you dear readers – and I’m speaking strictly from a male point of view for those politically-correct types.

I’ve always thought ties revealed that most blokes were either colour-blind or they lacked any fashion sense. I’ve yet to meet a male who says “the best part of the day is putting on a tie“. Nor have I experienced any water cooler conversations where blokes admire colleagues’ ties, paying compliments such as, “nice throat choker Ted, it really sets off your eyes – and goes well with those new brogues.”

I just luv wearing a tie with a suit, particularly in a Sydney summer…

It always seems to me, the people who most like men wearing ties are their female counterparts. A tie can make a suit look sharper, but that’s the point. How it looks might appeal, but how it feels is another story.

Having a tie tied tightly around one’s neck is probably the most uncomfortable experiences of working in the commercial world. But thanks to the COVID-CRISIS most blokes have enjoyed the liberty of a tie-free neck.

I have noticed some males wearing a tie in their video calls and assume it’s because of they believe a tie reflects a certain image that they perceive they must project. This of course, is nothing but conditioning. Given the choice – the vast majority of males would rather go about their work unencumbered by a throat choker.

I’m also curious that the females of our species are the ones who say a tie looks good on a bloke, but I see almost zero evidence of ties in female work attire. I wonder how many would wear a tie if they assumed it was expected of them?

I don’t even own a black bow-tie. For formal occasions I wear a mandarin collar, so I dress formally but sans-tie.

Dapper and sans-tie…

So, to join the marketing hustlers and their post-COVID predictions, I’m going to predict the wearing of ties to work will decline rapidly, once we stop working from home. I certainly won’t be investing in any shares for companies making ties.

I also suspect there will be an increase in shoe sales, as people will no longer fit their current shoes having spent months working barefoot in their homes.

Please line up to disagree with me. I’m happy to tie one on with you if you’d like to discuss the subject further…

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