20 years ago the very fact your business was local was enough for customers to buy from you. Today that’s no longer enough.
Today – more than ever – you better make sure that your product delivers on its promise. In today’s connected-customer environment where product information is so freely available, the sales division can no longer cover-up product weaknesses in the same way that it used to.
If you’re not happy with the way things are going, what fundamental, radical, extra-ordinary changes are you prepared to make to your business to change things?
The vast majority of companies aren’t very good at producing marketing experiences that pass the “Fight or Flight” test. I’ll go as far as to say that I’m betting that your company is one of them.
When marketing your business value to customers it’s imperative to match your communication to their expectation level at the time.
Don’t try to go up against your customers when it comes to content for web search results. You won’t win.
You may have already seen this. It’s a few weeks old already. If you haven’t, then take a look at this (real) video ad for Dollar Shave Club, a subscription-based razor blade delivery service (if you can’t see the video above, then click here). Not only does the ad feature the actual company CEO, Michael Dubin, as its central character. The video – which cost just $4,500 to make – was used to help secure venture capital financing from big-name companies such as Kleiner Perkins Caufield & Byers and Andreessen Horowitz! The results so far have been staggering. In the first ten days of launch, Dollar Shave Club signed-up 20,000 subscribers. In less than a month, their off-the-wall, built-to-be-shared video has been seen 4 million times. The company is on target to secure more than $50 million in sales in the first twelve months of trading. This is in what most people would agree is a mature industry, dominated by just 2 or 3 major players. They’ve done this in a commodity market space with zero marketing budget, sales staff, distributors, resellers, print or TV advertising. Regardless of how well (or otherwise) Dollar Shave Club does in the coming months and years, what …
Today it’s about standing out, not fitting in. It’s the only way that your customers can see you. So, why do so many businesses choose to blend in, rather than stand out? One word: Fear.
Business marketing today is not about the technology behind the initiatives. It is about connecting and providing value to meet customer expectations.
We don’t care about marketing because most marketing doesn’t care about us. Businesses need to create an environment where customers will market stuff to each other.
Today’s communication is less about shouting your message AT your customers, and more about telling your story TO them. Creativity is the new currency.