Don’t Make Me Like You

Posted on July 12, 2011May 5, 2015 by MD

Image by striatic via Flickr

Facebook is a large part of many marketing campaigns which truly is no surprise. People who are on Facebook are engaged and like to interact with friends, family and even brands. However, while as a marketer I understand the marketing tactics involved such as using the Like as a gatekeeper, as a user I truly detest it. A feeling I am not alone in.

I don’t want everything linked to my Facebook account. No, I don’t want to tell my friends. No, I don’t want you sending me status updates and posting on my wall. I use Facebook how I want to use it. Stop trying to force me to use it your way.

A Like is only as valuable as the person behind it. If you make me Like you to enter your contest or view your conference agenda, I can just as easily unlike you and even block you once I’ve gotten the information I want. What value is there in that? When you force a Like, it’s like having your mother tell you you can’t go play with your friends until your chores are done. You didn’t like it as a kid and you certainly don’t like it now.

Now, I’m not saying don’t lock content behind a Like, just give me more value for the transaction and quit forcing it. If I want to connect with you, I will be happy to do it but on my terms.

The same goes for Twitter, Google+ (once brands become more prominent), or one of the other smaller social sites or sites that just don’t exist yet. Anytime you try to force your customer’s to behave how you want them to, you’re potentially losing that customer. Unfortunately for you, you won’t know how valuable they were or weren’t until they’re gone.

Seasonality is an Excuse

Posted on April 27, 2011May 5, 2015 by MD

I hear a lot of people say their product is seasonal and I see a lot of companies treat their products as such. But in many cases, is your product really seasonal? Or are you simply using that as an excuse?

I won’t deny it, some products are definitely seasonal. Most people don’t shop for Easter candy in June or Christmas trees in September, but outside of holiday specific products, is it truly seasonal?

Take for instance the sport of lacrosse. It has a definite seasonality, right? After all, lacrosse isn’t played year round. The National Lacrosse League plays from January through May. Major League Lacrosse plays from May to August. High school and college have two seasons with girls playing in the fall and boys in the spring. Many cities and organizations hold summer tournaments.

Wait a second. That looks like lacrosse is played year round, doesn’t it? So why is it treated seasonal? Because that’s how those involved treat it. If it’s not NLL season, teams don’t tweet or update their Facebook pages and news is virtually nil outside of major events like draft day.

Does that mean fans quit looking for relevant products? In some cases, yes. You will always have a group of customers who also view your product as seasonal, either because they’re ready to move on to other things, or because they’ve been conditioned to view it that way.

Others find themselves frustrated because a product they want is no longer available. Many lacrosse blogs and news sites go dormant for the season, gear becomes hard to find unless you are lucky enough to have a lacrosse specific store nearby or shop online. Sometimes even that doesn’t help. Just ask a lacrosse playing girl whose gear, to save valuable real estate may only be stocked ahead of the season and cleared out immediately after.

Do you really believe anyone heavily involved in the sport quits thinking about it simply because it’s not lacrosse season? A lot of opportunity exists but is overlooked because lacrosse is seasonal.

So now, is your product really seasonal? Or is it only seasonal because you view and treat it as such?

Are They Open to a Sale?

Posted on November 29, 2010May 5, 2015 by MD

Selling a product is a hard job. It’s certainly not a job I would want. Sometimes though, I think sales people make it even harder for themselves. It’s drilled into their head that they can’t let anything stand in their way of making a sale and their customers feel it.

Recently, we had a door to door salesman that really started off on the wrong foot and missed all three of the areas below. We have no soliciting signs and really don’t take kindly to those who choose to ignore them therein riling up our dogs. The other day we had just arrived home when before we could even get out of the car we had a salesman who rushed over to try and talk about roofing.

Needless to say, he wasn’t very warmly welcomed. First off, our roof is in good shape so we’re not interested. Second, we don’t buy from door to door salesman, regardless of what they’re trying to sell. Third, his approach completely put us on the defensive and slammed shut and bolted a door that was already closed to him.

I’ll admit, for some people, an aggressive sales person may win out in the end, but at what cost?

It seems like it’s the rare sales person that tries to determine whether a customer is even open to a sale. I would put several factors under being open to a sale including interest, financial and approach.

Interest

Has the customer expressed any interest whatsoever in your product? Are you assuming they’re interested? Why waste time trying to sell someone a product they have zero interest in or use for? Are you trying to sell them the wrong product based on you assumptions?

For example, say you sell backyard playground equipment. You spot a woman walking near by, you approach her and before she has a chance to say no, she’s not interested, you launch into your spiel. By the time you finish she’s flustered by your approach and frustrated by you wasting her time, especially as she doesn’t have kids.

Believe it or not, I see this sales approach happen a lot. Yes, you could argue that every person you come in contact with is a potential customer either now or in the future, but if you start off on the wrong foot with them, they will remember the less than positive experience they had with you more than your product.

Financial

Can they afford your product? Are they willing to spend what your product costs? Are they even the decision maker? Are they still narrowing down their options?

Now, I’m not saying you should pass judgment on whether or not a potential customer can afford your product based on looking at them. You’d be surprised how often you can be wrong using that as a factor. But simply asking questions to determine whether your product might be a good fit for them will give you valuable insight, especially as many customers may be able to afford to spend the amount you want, but they’re not open to doing so.

Approach

Personally, I think this is one of the most important factors. Personally, I don’t like overly push salesman. If the product is good, it will sell itself. Patronizing me won’t get you a sale. Ignoring no soliciting signs probably isn’t going to start you off on the right foot. Interupting a conversation to try and sell your product probably won’t get you far although many mall cell phone salesman seem to think otherwise.

As I said, sales is a hard job, but why make it harder for yourself by not qualifying your customers with a few questions and tailoring your approach to fit the customer and the situation?

5 Ways to Kill a Sales Lead with CRM Software

Posted on October 21, 2010May 5, 2015 by MD

Image via Wikipedia

I know many of my posts lately have been focused on the automotive industry, but personally I feel you can learn a lot from other industries that can be applied to your own. As my last actual car buying experience (not including curiosity excursions onto car lots and test drives) was 11 years ago I am definitely finding the experience very interesting.

One thing that seems to be a constant factor though is an over reliance on CRM Software (Customer Relationship Management) which because of one dealership in particular has inspired this post.

1. Automate every exchange

You’ve just been given a sales lead, now what?

Apparently the thing to do these days is to add it to your CRM software and let it do all the work. After all, you’ve spent all that time drafting emails and set them to send at specified points in the sales cycle, what else do you need to do?

Yes, we live in a technology heavy world, but that doesn’t mean you shouldn’t personalize your content. Yes, it’s more time consuming and it won’t result in a sale every time, but in a sea of automation, guess who stands out?

To me, since my initial interest was sent through a website, an initial automated reply letting me know who you are and that my contact information was received is fine. However, you should take the time to send a personal email as a follow up. It doesn’t have to be long.

One of the internet managers I’ve dealt with sent a note that specifically mentioned comments I made on the contact form as well as tried to sell the product. This is a stark comparison to my inspiration. He took three emails before he introduced himself. Although, I wasn’t surprised as this was just one in a long line of uninspired auto-populated emails.

2. Inundate the customer with emails (and phone calls)

This definitely seems to be prevalent in the automotive industry. Rather than wait for you to respond, I’m going to keep contacting you until I make a sale. The thinking behind this seems to be that if they don’t pester you, they’re no longer on your radar and so have lost the sale. The problem though is it’s very easy to cross the line and be seen as spam. You might be surprised at how many customers won’t respond at all but will simply click the button in their email marking your emails as spam. Get enough spam complaints and you’ll get blacklisted. In some cases, it might not be just your email that gets blacklisted, but your whole company’s, especially if you have several salesman taking this approach.

So far since August 11, I have received 16 emails from my inspiration salesman. At least 14 of them were before the car was available. 7 of them were within the first week including two in one day. I’m just very thankful that despite his emails claiming otherwise, I did not provide a phone number.

3. Provide plenty of evidence that the email is a form letter

I am contacting you in reference to the 2011 Nissan Juke that you inquired about online at NissanUSA on 8/11/2010.

We have several new arrivals in stock here at that fit the description of the car you were considering. Several of these may be a different color and/or have additional features compared to the one you requested information about. However, one of these vehicles may surprise you and be just what you are looking for!

I would love to talk to you and see if one of these new cars might meet your needs. Please reply to this email or call me at , be sure to ask the operator for (name removed).

This is just a portion of one of the emails I was sent. I am quite impressed that despite all odds, they were somehow the only dealership in the United States to score several Jukes a full month before they were shipped to dealerships. And no, I didn’t remove the information after call me at. Glaring automation errors that left nonsensical blanks was pretty much the standard in his emails.

4. Cite your desire to provide personalized service while using nothing but gap ridden form letters

My name is (name removed) and I am the dedicated Internet Sales Manager assigned to you. My job is to give you the personalized attention that makes the buying process here at so unique. I would like to speak with you regarding the Juke in which you expressed an interest.

This is from the 8th email I received from him. Needless to say, his 7 prior emails (nor any of his subsequent emails) did anything to convince me of his genuineness.

I’m all about personalized service, but actions speak louder than words and if all your contact is via impersonal auto-populated emails, I’m not going to find it very believable.

5. Try to force a sale before the product is even available

If your product isn’t yet available for purchase, realize that while some customers will want to know every little detail about it, others won’t be interested until they can physically see and touch it. Yes, quite a few people are willing to buy a brand new car model sight unseen, but that’s the minority. Don’t drive off your sales lead trying to sell them a product that isn’t available yet.

What “Dry Erase Board Girl” Can Teach You About Marketing

Posted on August 11, 2010May 5, 2015 by MD

If you have no idea who Dry Erase Board Girl is, click here first. You can find her follow up to it here.

1. It doesn’t have to be fancy

33 photos that appear to be taken in someone’s living room were engaging and got the point across. Not only did it get the point across, it made it easy to share (and boy did people share it) because you could view it from just about anywhere whether you were using a computer or a smart phone.

2. It needs to resonate

While some people are upset over this not being real, most are still okay with it. Many people suspected it was a hoax before it was announced but still shared it. Why? Because it resonated with them. Who hasn’t worked at a job where they wish they could quit like this despite the repercussions?

3. Yes, sex sells, but it can still be subtle

Would this have gone viral if it were a cute guy instead of a cute girl? Probably not. But it also didn’t take a mostly (or completely) naked girl either. Yes, there is a photo of her in a tank and short shorts highlighting her HPOAness, however, the remainder are a head shot and a dry erase board. One thing I’ve heard over and over is how great the actresses’ expressions are. Proving just how powerful a smile can be.

4. Keep it real

While the situation itself may not have been real, the concept was, as well as the actress. Going back to the sex sells point, they could’ve hired someone who looked like a Playboy Centerfold or a model, but they went with someone who was more girl next door. Why? Any of those descriptions would have fit in with the HPOA quitting frustration. Because it would have taken this into the realm of over the top and wouldn’t have resonated as strongly with the audience. Most people know someone or might even be someone like Elyse Porterfield. It added to the realness of it.

5. It needs to fit your goals

The big marketing cliché lately is taking something viral. But… why? Why do you want or need something to go viral? Unfortunately, too few marketers can answer that, or answer beyond a mass marketing mentality.

Does Viral=Sales? Sometimes. Does Viral=Money? Maybe. Does Viral=Branding? Sometimes.

See a trend here? Nobody can accurately predict what will or won’t work 100% of the time.

For TheChive.com, which describes itself as “Probably the Best Site in the World”, the goal more than likely was to drive traffic and probably subscriptions. You know what? I bet they succeeded.

What Opportunities are You Overlooking?

Posted on April 13, 2010May 5, 2015 by MD

Twitter is often cited as a great new marketing tool that truly brings one-to-one marketing to the forefront.

But truly, what good is this tool if you don’t really use it?

A few months ago I was looking into getting a new cellular phone, and as there were so many fantastic new options, I really wasn’t sure what I wanted to get. Knowing what a fantastic resource Twitter can be, I asked my network what phones they had and what they liked or disliked about them. As I already have two iPods, my only requirement was no iPhones.

As expected, I got lots of terrific feedback from a wide variety of people. But guess who I didn’t hear a word from? A single person in the mobile industry.

This would have been a great opportunity for Palm and Sprint to jump into the conversation if not to put their two cents in, than to thank their customers who were speaking so highly of their products. Or for T-Mobile to jump in to keep me as a customer, or Verizon to try and steal me away as I was no longer under contract.

Plenty of opportunities presented themselves all the way from the store level to the mobile brand to the cellular carrier, but not a single person took advantage of them. Needless to say after three days of conversations on Twitter, I made my choice which I’m happy with.

Recently I was surprised to actually have a company do on Twitter exactly what too few companies take the time to do.

The Toronto Rock saw my tweet regarding a specific product of theirs I thought I was out of luck on and responded with a direct link to it on their website.

(Well, at least the closest thing to it as the specific item I was lamenting was a game worn jersey auctioned off for charity.)

The result? They made a sale.

It doesn’t matter how niche or mainstream your product is, plenty of opportunities exist if you’re genuinely willing to take the time to not only search them out, but respond to them individually in a way that shows you actually are paying attention and not just searching specific keywords regardless of context.

Analyzing Yahoo’s Know Your Mojo

Posted on August 14, 2009May 5, 2015 by MD

To promote their new homepage, Yahoo has released a fun little flash site that analyzes your public tweets and tells you what kind of tweeter you are. Whether or not it’s accurate it is up to debate, but it is some simple fun. You can check it out here.

While this has the potential to go viral, the bigger question remains….is it effective?

First up is the home page:

I think Yahoo did a good job with the landing page. It’s not overly cluttered with graphics or text and is very easy to figure out what to do. Plus it’s simple. You enter your user name and click the “Gimme Mojo”. They don’t require you to register, nor that you have a Yahoo account to use it. This is good because more people will play with it and tell their friends because there is a very low involvement factor.

I also like how they’ve incorporated the Yahoo purple, and have the Yahoo name twice, one in conjunction with advertising the new Yahoo home page. As a user, I appreciate how unobtrusive their logos are, however, the page is definitely designed so that your attention is immediately drawn to the center making it very easy to overlook Yahoo’s involvement completely.

Next we’ll look at the results page:

Again, we have the Yahoo purple and the same size & placement for the logos as on the home page. On the left, you get a cute description of your tweeting style. As you can see, I’m a Name Dropper. On the right side, Yahoo offers suggestions for websites you can add to their new home page that might suit your mojo style. Is this effective? I think it could be very hit or miss. If their suggestions really are a good fit for you, then there’s a good chance you’ll check out their new homepage. If not, you may be less likely. However, here, I know I am already slightly biased. I might be in the minority, but I don’t use MSN, Yahoo or Google as an all encompassing home page. I would be very interested ot hear what others think on this.

The Share Mojo button is nicely prominent, however, in my opinion, should have been larger than the try another username button. When you click on it, this is what you get:

Yahoo makes it very easy for people to share this on either Twitter or Facebook with the message short and to the point with a personalized bit.ly link. I especially like the bit.ly link. Not only are they tracking the traffic directly from it, they’re making it possible for others to go to the bit.ly site and see how much it’s been clicked on. (As of this post, it was currently at 15,117 Total Clicks, mostly from the U.S.) You can also see who’s tweeting about it using the link. Want to check out the stats? Click here or put http://bit.ly/knowmojo+ into your browser.

Finally, After you’ve received your result, Yahoo makes it easy to see what the other mojo types are, and what they mean. The only thing I don’t like about this page is it’s inaccessible directly. Most people won’t want to go back through it to figure out what their friend’s mojo results mean.

Overall, I think this is a fun promotion by Yahoo, but don’t expect it to last more than a few days. It definitely has the potential to go viral, but whether or not it will help their new home page is yet to be seen.

What do you think? Is Yahoo’s Know Your Mojo promotion effective for their new homepage?