What can you say dear reader…
Both Facecrook and Floptus use full page press advertising to try to rebuild credibility.
Who do you trust – certainly not the digital channels that’s for sure…
As the summer holidays (yes my mates in the northern hemisphere, it’s summer down under) draw to a close, another annual ritual is also winding up.
It’s the annual post-Christmas retail sales. Although many stores started their sales prior to Christmas. This is the busiest time of year for retailers, as they clear stock to get ready for the new season and year ahead.
The major channels used by retailers to generate sales are:
You’ll notice digital doesn’t rate, apart from email. Broadcast channels aside though, the dominant channel is the letterbox. Unaddressed catalogues and leaflets abound.
One of my favourite catalogues is the Chemist Warehouse custom newspaper. This is a 16-page tabloid newspaper called The House of Wellness. It’s chock-full of information, advertising and promotions, including third party offers.
These types of publications were created in the 1980’s by mail-order marketers. As the publications were a cross between a catalogue and a magazine, they were called a magalogue. Luckily that buzzword didn’t last, though I think I once went to a seminar on how to create successful magalogues?
It’s a very good read. Here are some pages:
Chemist Warehouse also uses television and email to promote its brand and sales. Consumers can buy in-store or in the online store. Amazing stuff.
These radical marketing tactics are summed-up simply by the term; common sense. This is known as a multi-channel approach. It’s branding. It’s selling, and it’s adding value to customers.
It’s not omnichannel. It’s not content marketing. It’s not data-driven marketing. It’s not customer engagement. There’s not even a customer journey – apart from driving to the store.
In a nutshell, it’s just plain old common sense marketing – and it works.
So why not start your year with a radical dose of common sense? Avoid the mandatory digital BS and buzzwords. Don’t chase the latest shiny silver digital bullet. Focus on your customers and do the simple things well. You’ll be surprised how successful you’ll be.
P.S. Today’s letterbox has a fabulous bunch of retailers making lots of offers. And there’s also a leaflet from Salmat, looking for people to deliver the catalogues into letterboxes in my street.
I might just take them up on it. Getting paid for a brisk early morning walk plus the opportunity to read marketing messages – it’s a marketer’s dream!
The arrival of Amazon in Australia has created a bit of a media frenzy. Some of the over-reaction would have you think the world is coming to an end, as Chicken Little believed centuries ago.
Yet a day after the announcement that Amazon was open for business, some media turned against Amazon. Apparently the prices Amazon is charging for many electronic goods are way more than competitors are offering both in-store and online. Amazon is not the cheapest in many categories.
This is a reflection of how online stores like Amazon are damaging brands by commoditising them and reducing them to compete mainly on price, rather than other differentiators. But that’s another discussion.
However, there is a group of retailers using innovative technology to combat Amazon. Though the cyber-hustlers would claim the retailers have lost their mind. After all, this is the digital world.
These retailers are using printed catalogues delivered directly into letterboxes to generate Christmas sales. Many of them are also advertising on television and radio, as well as in press (inserts and ads).
What are they thinking?
Here are the brands that have reached my family’s letterbox in the last two days:
I wonder, given the whole world has gone 150% digital, why retailers would use the technology that impacts all five senses (print), rather than the technology that only impacts three senses (digital)?
Maybe it’s because online sales in Australia will only be 7.3% of all retail sales this year? Or to put it another way, 92.7% of all retail sales will not be online this year. So digital marketing is the equivalent of playing in the kiddies pool in the big game of marketing.
Maybe it’s because they know that as a result of looking at printed catalogues, people shop online, as well as directly in-store.
Maybe it’s because they know catalogues and inserts work, as they are the secret weapon of digital start-ups.
Maybe it’s because they listen to customers rather than cyber-hustlers when it comes to running a profitable business?
But I gotta go now and do my Christmas shopping – where are my catalogues?
I’ve recently returned from a trip to the USA, where among other things, my family and I rafted and hiked in the Grand Canyon for a week.
I first did the trip 30 years ago and I have to admit, the 10 mile hike to get up and out of the Canyon, was a tad more brutal this time round.
Within a couple of days of returning I received an email survey from OARS, the company with which we rafted – I highly recommend them by the way. I dutifully completed the survey and thought nothing more of it.
But yesterday, I received this automated marketing message.
It’s a hand-written thank-you card, personally signed by all the OARS crew who looked after us on our rafting adventure. It is automatically sent by the crew to each customer, after they complete their trip.
My kids thought it was wonderful to hear from them and read every word on the card. It immediately brought back some fabulous memories and we all started talking about the different characters on the trip. The kids also asked if they could send cards back to each of the crew too.
The card now sits in a prominent place in our kitchen, for all to see.
It reminded me of a local hairdresser in my suburb. She is a very smart businesswoman who regularly wins small business awards and drives a very flash Mercedes sports car.
Twice a year she gets each of her staff to send hand-written cards to their clients. Each card includes a personal comment based on what the staff knows about their client. The owner calls these cards “wow” cards, because when the clients get them, the first thing they say is “wow“. And the clients always talk about the cards when they return to the salon.
How many of your clients go “wow” when they receive your automated marketing messages? I suspect very few.
So if you’re wasting money on expensive marketing automation software to try and fake authenticity, maybe you should spend less on computers and more on your customers and staff?
Why not send genuine messages of thanks to the people who pay your salary? Cause I seriously doubt your customers ever get as excited by fake personalised computer-generated emails sent from a team, as they do to real messages.
Who’d have thought hey – old-fashioned automated mail, packs more “wow” than customised automated content delivered as pixels?
Gotta go now – am off to the newsagent to buy some postcards for the kids to send…
Here’s a very good lesson in how not to treat a customer…
The following email was sent to me by a colleague, who was waiting on an urgent 48-hour air shipment from Parcel Force.
Just a heads-up folks – if the first words a customer reads on your email are “Do not reply to this email” you are in fact saying “we don’t give a stuff about you”!!
PLEASE DO NOT REPLY TO THIS EMAIL.
Thank you for contacting Parcelforce Worldwide.
Our Customer service email team will aim to reply within 4 working days. The email team working hours are – Mon-Fri: 8am to 6:00pm
Here is a bit of information with regards to deliveries that you may find useful:
If you need to speak with someone due to the urgency of your enquiry, please contact our Customer Service Team on 03448 004466 and they will be able to assist.
Parcelforce Worldwide Customer Services
The lessons from this abomination are:
This sentence implies you might find the deliveries to be useful: “Here is a bit of information with regards to deliveries that you may find useful:”
It should read something like:Here is some useful information regarding deliveries:
4. Never sign an email from a team or Customer Service Teams. Teams don’t send emails – individuals do.
5. Never say “Customer service email team” – it just doesn’t make sense. An email team? Are there hordes of junior executives waiting around to send emails 4 days after getting one in an inbox? Sign your emails from an individual and make it easy to reply to the individual.
I suggest the CEO of Parcel Force does some mystery shopping and learn what it’s like to be a customer. Maybe then the company will wake up to itself and provide real customer service. I’m sure if they keep aiming to reply to problems within 4 working days, there won’t be much work left for anyone to do.
If there is one constant in marketing, regardless of media channel or product category, it is this:
A relevant incentive will always pay for itself…
Here’s one of my most recent examples. About three years ago, my young teenage daughter (and her brother) started hounding me (excuse the pun) to get a puppy. “It’s not fair dad, you and mum had dogs when you were kids” they’d use as argument. It was a hard claim to counter.
As we don’t have a side or rear fence, and we back onto a lagoon, I wasn’t keen to get a pet of any kind. We already have ducks, pelicans, water hens and other birds aplenty, as well as Eastern Water Dragons and Blue-tongue lizards. But persist they did.
And my daughter didn’t want just any dog. She wanted a French Bulldog. Now if you don’t know what a French Bulldog looks like, just check Instagram. They are the K9 equivalent of the Kardashians when it comes to followers. Though unlike the Kardashians, these pups reek of cuteness and are amazingly photogenic.
They also happen to cost a small fortune. You could move to France, rent a farm and raise your own litter of pups, for what you pay for one of these bundles of joy in Australia. But I digress.
In her quest to convince me, my daughter bought me a French Bulldog coffee cup, a pug calendar (pugs are almost as cute), even a French Bulldog phone cover. But I stood strong and didn’t wilt under the onslaught, having never been a fan of house dogs.
At the end of first term in 2016 my daughter failed her maths subject terribly – despite my tuition. I think she has her mother’s maths genes – she believes buying something on sale saves you money, versus not buying it at all.
So I gave my daughter an incentive. “If you finish the year with a score of more than 75%, we can get the puppy”. I reckoned I was on a good thing, but you’ve probably already guessed the outcome to this story, dear reader. Here’s part of the text message my daughter sent me in November last year – it’s not easy to argue with facts:
So now we have a 12 month old puppy named Rebel, and she believes every piece of furniture is a chew toy. But she’s sooo cute…
As in life, so it is in business – offer your prospects an incentive to do what you want them to do, when you want them to do it, and you’ll increase the number of prospects who do – what you want, that is.
This doesn’t mean flog discounts at every opportunity – just give people an extra reason to act. Here are a few very successful examples to demonstrate the point:
And who would have thought this would be a successful incentive – a free box of toilet paper and a 30 day free trial?
Earlier this year, my daughter topped her maths class and had the audacity to ask for a second Frenchie. Given I’m the human who most follows Rebel around with a plastic bag scoopin-the-poop, my response was, well let’s just say, it was a tad “disincentivising”.
Time for a nap…
Connect with me anytime: https://www.linkedin.com/in/malcolmauld/
Ever since marketing emerged from the dark to the middle ages in the 1980’s, computers and databases have been essential marketing tools. Data’s been driving marketing since the invention of desktop computers, as it became easier for marketers to track the way customers and prospects responded to their messages.
Any marketer who has worked in the industry since last century, is aware that the process of communicating regularly with your customers and prospects already has a name. It’s been used for at least 40 years and is known as your customer and prospect contact strategy. And it’s supported by a touchpoint analysis to determine the best times and channels for making contact – analogue or digital.
For example, if you sell cars, there are two cycles of communication within your strategy. The first cycle is linked to the date of purchase of the vehicle. The messages cover topics such as: service dates, warranty information, possibly insurance if it was part of the sale price, customer satisfaction surveys, product recall (if required) and other “content” related to the purchase date.
The messages are delivered by mail, phone, email and sms. Most of the messages have been automated since the early 1980’s and delivered without too much human involvement, as they are triggered by the purchase date. Who would have thought hey – marketing automation existed in the 1980’s? Listening to the digi-toddlers, you’d think they invented data and automated marketing.
The second cycle of messaging is related to the time of year, not the vehicle purchase date. Message topics include: vehicle accessory offers, service offers, trade-in deals, new vehicle launches, sponsorship announcements, charity events, merchandise offers, brand news (or in today’s vernacular) brand stories.
The “content” is delivered in all sorts of formats through different channels – mail, phone, sms, email, websites, apps, social, as DVDs, USBs, PDFs, booklets or books, printed and digital newsletters, videos, customised invitations, branded merchandise and more. Some messages are even delivered automatically, as their content is based on the prevailing time of year – a seasonal newsletter for example.
Customer data has always driven (excuse the pun) automotive communications. For example, when we launched Lexus our research indicated owners liked the opera. So we arranged a sponsorship of the parking station at the Sydney Opera House. Lexus owners had free reserved parking near the entrance inside the parking station. Mercedes, BMW and other owners had to find a park in the bowels of the parking station, after first driving past the Lexus branded car park spots. The idea traveled internationally.
We learned the average time Lexus owners spent going to or from work, was less than 30 minutes each way. So when the annual Federal Budget was brought down, we recorded overnight, a report on the Budget. It was 40 minutes long and we published it on a cassette tape – 20 minutes each side. The tapes were sent to owners the morning the Budget was brought down, so the owners could listen to the report as they drove to and from work. Now a link is emailed and posted on social media and the marketing team tracks who listens to the report.
And the way we determined the best stations on which to run radio advertising, was simple. Whenever a Lexus was brought in for a service, the customer service person would note the radio station the owner was listening to and recorded this data on the customer database. Gotta luv the data scientists working in car servicing.
If you’ve worked on automotive brands you’ll also know the best time to make a trade-in offer to a luxury vehicle owner is triggered by one data point only – the finance lease expiry date. You can make the best offer on the planet, but if the lease is not due to expire, the owner will not go through the hassle of breaking their lease to get the new car. You are wasting your money throwing content at them to try and convince them otherwise.
It’s why we had dozens of different mail packs, each designed around data linked to where the prospect was in their ownership lifecycle. These were mailed automatically using relevant triggers to activate the mailing.
Aaah data-driven marketing 1980’s and 1990’s style. What’s old is new again, again.
So to repeat myself, the term for this ongoing contact with your customers (and prospects) has always been called a customer and prospect contact strategy. It doesn’t need a new label, so there is no need to call it content marketing.
And there is absolutely no reason to change the name for this way of communicating with prospects and customers. Just because there are a couple of new digital channels to deliver messages and communicate with (or should that be engage with) customers/prospects, as well as some extra tracking and distribution tools, doesn’t mean we rename a decades-old marketing process.
Delivering relevant data-driven messages to customers and prospects in different channels is not new!
Publishing and sharing “content” is as old as the hills – it’s how marketers have communicated with customers and prospects for decades. The only difference today is that allegedly, the more content you publish, the better the chance you’ll be found online. Of course, if you have a strong brand and the punters search for your brand, rather than using a generic search term, your investment in “content” is usually a waste of money.
Some may argue you need content to build your brand. Well duh. That’s exactly what brands have been doing successfully for decades. And there is no empirical evidence to support the false claims that we have to tell brand stories as part of content marketing to engage customers. You cannot fake sincerity using jargon.
I’ve yet to find any consumer who craves a brand story, let alone more marketing content. At best, they just want useful information to help them make a buying decision, like they’ve always done. Although, as any marketer knows, the vast majority of buying decisions are unconsidered, so why are we pummeling already infobesity-ridden consumers, with all the extra content?
So I ask you to please stop using the term “content marketing”. It is superfluous, has no meaning, causes confusion, and it offers absolutely nothing new to the existing communication process, let alone the marketing lexicon.
Worse still, the marketers and agency types who have drunk the content marketing kool-aid, just get angry when you challenge their belief. Some turn into trolls and attack you for daring to be different and not follow the FOMO pack. Sad really.
So for the good health of these poor naive sods, please stop saying “content marketing” and then we can all just get on with marketing – sans buzzwords.
If you’ve studied any tertiary marketing course, you’re probably familiar with Theodore Levitt’s famous consumer insight about power drills.
“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”
Marketers and their agencies are often guilty of not understanding the reasons why people behave the way they do. They don’t take time to talk with their customers. This lack of real communication has increased in recent years alongside the growth of marketing automation. We’ve stopped talking, we’re only computing, and lost a layer of human involvement along the way.
As I’ve written before, you’ll be surprised what you learn if you just talk with your customers.
This lack of knowledge about what motivates customers was laid bare at a tourism marketing conference in New Zealand, at which I spoke some time ago. I met Jeanette Kelly – a women who has spent years working in the hospitality industry, running her own business as well as working for others. Jeanette presented a wonderful piece of research conducted by the University of Waikato.
The accommodation and marketing managers of various hotels, motels, guest houses and the like, were asked what they thought were the most important factors influencing accommodation choices. They said, in order of priority:
Guess what the customers listed as the most important factors influencing their accommodation choices, in order of priority?
In case you’re wondering ‘room prices’ came 17th on the list of priorities for customers. And what were the marketers smoking to believe customers care about marketing and sales programmes?
More importantly, as you can see in this case, what customers want to buy and what marketers are trying to sell, are poles apart.
So take some time to really talk with your customers and understand what motivates them. You could be pleasantly surprised by what you learn. Who knows, you might find they’re looking to buy something other than what you’re selling, or even be willing to pay more?
Have to go now. My bride says she has a surprise for me. Why is she carrying a drill?
Let’s connect: https://www.linkedin.com/in/malcolmauld/
You cannot make this stuff up, so I’ll tell it to you straight.
One industry in which I’ve done lots of marketing education in the last 20+ years is the real estate industry. And as you marketers will know, real estate agents sit at the bottom of the consumer “Trust Barometer” either just above or below, advertising and marketing types, depending upon the measurement report.
Two things my proprietary research has revealed over the years:
Last week I was reminded of this by a mate of mine, who is a very talented art director. He was recently contracted by an average suburban real estate agent in Sydney, to design their ads, brochures and some digital assets.
He was to work in their back room and not have any dealings with the public. Here’s what he wore on his first day at work:
This is a typical day’s clobber for most in the advertising and digital world. Quality casual clothes. There are no shiny suits, no completely useless neck ties, no Russian clown shoes that stick out 4 inches in front of your toes curling upwards on the end (minus the pom-pom) – in other words he did not dress like a spiv who leaves you counting your fingers after shaking hands with you.
Within an hour of starting work, the female who contracted him – no fashion princess herself – rang the recruiter and asked him to tell my mate he was inappropriately dressed for the job. She demanded he wear a suit and tie to be a back room art director designing her marketing collateral. Seriously, she did. She wanted him to dress completely inappropriately for the job he was tasked to do, because she had bad fashion sense.
The recruiter rang my mate, fearing he was working in board shorts, singlet and thongs. My mate promptly sent the recruiter a photo of himself in his fully acceptable work clobber. The recruiter’s response; “I’m speechless”.
Suffice to say my mate didn’t go back the next day.
Then a few days later my mate gets an email from GQ with a recommended look for this season. Here’s the image – it speaks for itself:
I have friends and relatives who are very successful real estate agents. They dress comfortably, they don’t overdress. They never pretend to be anything but who they are – a real estate agent. They know that if they overdress they lose their customer’s trust, because they look like they are trying too hard and therefore by implication, have something to hide. This translates into dishonesty, just as the consumer trust barometer reveals.
So maybe if the fashion fools of real estate started dressing appropriately for the job and focused on customer service, rather than their Jimmy Choos, they might move up the consumer trust scale.
Gotta go to work now. Where are my designer stubbies?
Connect with me: https://au.linkedin.com/in/malcolmauld
As the world digests the US election results, the TV screens are full of experts asking questions about how it was possible Trump got elected. Using the rational side of their brains, people are trying to explain why it shouldn’t be.
Well any marketer worth their salt will tell you, one of the most fundamental principles of marketing is this – people buy emotionally and justify their purchases rationally.
If people bought rationally, Jimmy Choo probably wouldn’t exist as a brand. No rational human wants to walk around in 6-10 inch high stilettos! If we bought rationally, the most dominant recent US contribution to the planet – the Kardashians – wouldn’t have any followers.
But we always buy emotionally. Take middle age men for example. They buy a red sports car, then justify their action by claiming a great trade-in deal, free cup holders, acceleration from 0-100 in 3 seconds and lots of other vehicular facts. The real reason they buy the car, is that when they take off at the lights they feel like God and believe it will help their chances with the feminine sex. Fools.
Politics aside – Trump is first and foremost a promoter. He knows that to win the hearts and minds of the people, you must tap into them emotionally.
“Make America Great Again” is a powerfully emotional proposition. Particularly when Trump shouts it as “Let’s Make America Great Again”.
Compare it to Hillary Clinton’s – “Stronger Together”. This is nowhere near as emotionally appealing – despite all the focus groups used to develop it. The rational discussions in those research panels can easily justify anything – though rarely do they correctly understand human nature.
So if you want to succeed with your marketing, your proposition has to be an emotional one. Which is why the Content Con Artists are leading marketers into failure.
They claim you have to stop publishing salesy copy – you just have to publish lots of vanilla content and non-sales copy, or tell your boring story in an “awesome” way and the world will flock to your door. “You no longer need to sell” is their false mantra.
Let me explain something very simple – selling is emotional. People love being sold to – and the experience is called “excellent customer service”. So ignore the Content Con Artists and go forth and sell something if you want your business to succeed.
Like many of you I am a tad nervous about the future after today’s result, but I was also nervous about the quality of both candidates.
Now I’ll just wait for the sales pitch from the President elect once he’s in office and won’t waste time trying to justify why he won.
All that rational thought is too emotionally draining…
Connect with me: https://au.linkedin.com/in/malcolmauld