I had the good fortune to address the MENG group (Marketing Executives Networking Group www.mengonline.com ) Tuesday morning regarding the essential premise of the book. Nothing like laying it out to almost sixty seasoned senior marketing veterans to get the day started right.
Afterwards the discussion was particularly stimulating. But the real challenge came with the thoughts regarding how to induce the change to solid marketing strategy in the corporation. The real need is for companies to pay attention to the needs/wants/desires/values of the consumer.
Chris Rollyson, (www.rollyson.net) Buck Brinkman and I continued the dialogue late into the morning when Chris suggested that companies may have no choice but to pay attention. The incredible spread of Web 2.0 allows all of us to bloviate about whatever, and favorite subjects are what’s wrong with what we buy, or perhaps what you sell.
You may be slandered without knowing it.
Great. You spend millions on advertising, your website, direct mail, catalogs, whatever and some punk customer is getting more exposure on the internet for free.
Think not?
Go to comcastmustdie.com and read a few of the entries. Bob Garfield, the columnist for AdAge Magazine started this last September with a post on his blog and it generated so much traffic and comments he had to create a separate site. This has been huge and still attracts tremendous following. Posters often include their phone numbers so Comcast can contact them, and some have even had luck. But Comcast attracts so much dislike management might want to consider taking control.
Now go to www.dell.com and click on the link at the bottom of the page, Dell Community. They have posted a blog for you, in fact several. They have taken charge; they have indicated they care; they have taken this further to indicate what they are trying to do. And it’s great. Involving your customers like this often creates remarkable loyalty.
That’s marketing. It starts with listening to your consumers, paying attention and then understanding. Dell took the challenge and delivered.
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2 comments:
Actually Jack, don't you think marketing should start with, continue, and never end with listening to the customers. The conversation and feedback loop should be like a diamond is forever.
I look forward to reading your book based on your premise not to mention the engaging title and cover design. Who's idea was the "shooting yourself in the foot" picture?
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Stephanie
http://www.BringBuyers.com
The Small Business Owner's Friend For Successful Online Marketing
Stephanie,
You're absolutely correct. Great marketing is the result of having an intimate understanding of the consumer. But to do that requires a continual customer dialog. The better marketing companies are always listening to and learning from their customers.
The cover design is courtesy of Bob Killiam, Killian Advertising, an excellent marketing and advertising leader and good friend. You can learn more about him and his company at http://www.killianadvertising.com/
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