23 Kasım 2008 Pazar
16 Kasım 2008 Pazar
About Customers
Interesting Statistics
1. It takes 7 times as much time, effort and money to get a new customer as
it would to retain the old one.
2. For every customer who complains about your company, there are about
8 to 10 people who didn't tell you their real feelings.
Branding
16 Branding Musts
1. The brand identity is how you would like the brand to be perceived, but
only the customer's image of your brand is real, and that's the only one
that counts.
2. Keep your brand focused; don't try to be all things to all people.
3. Shoemaker, stick to your last.
4. Dollar-cost average your brand.
5. When you're starting out, think "street smart".
6. When you have a big ad budget, follow the advice in #5.
7. Write a set of brand guidelines.
8. Appoint a guardian of the brand.
9. Make your logo easy to read.
10. Stick with your advertising. You'll get tired of it before 10% of your
customers have seen it.
11. Make a claim you can own.
12. If you are #1, then say so!
13. Sell quality.
14. Use borrowed equity wisely.
15. Monitor your brand.
16. Spend an inordinate amount of time with your customers.
Book: Growing small business into big brands
The Starbucks Experience
- Make It Your Own - Starbucks goes to great lengths to educate their employees on their products. They also allow their employees (or "partners" as their called) to do whatever it takes to ensure a positive experience by the customer of the company. Each employee is encouraged to take action as if the company were his own.
- Everything Matters - Starbucks employees are trained to pay attention to the smallest details. Within this principle the author makes a distinction between "above deck" and "below deck" activities. The "below-deck" activities are those which the customer does not see. Great care is taken at Starbucks to pay attention to the "below-deck" activities.
- Surprise and Delight - Cote actually addressed this principle fairly well in a recent posting where he talks about how companies can "unexpectedly delight him" by doing things he wouldn't expect but are useful to him, the customer.
- Embrace Resistance - This principle is all about accepting feedback, both positive and negative - and using the negative feedback to feed into the business to find lessons to improve. The company finds all feedback important.
- Leave Your Mark - The final Starbucks principle is built around being involved and contributing to the communities in which it resides. Starbucks has a strong commitment to contributing to the community around them.
Lateral or Horizontal Marketing for Innovation
The lateral process focuses an a creative technique that works like this:
- Focus on a specific aspect.
- Make a "lateral displacement".
- Generate a connection.
By focus, we mean a particular aspect of something. The important point is the lateral displacement, where we turn a concept on its head. For instance a flower. Flowers die. A lateral displacement would be a flower that never dies. (A flower that never dies might be an artificial one, made of plastic.)
Innovations are a result of connecting two ideas which, in principle, had no apparent or immediate connection.
To be really talking about lateral marketing, there must be a gap, a disconnect between the current product, and the concept. Operations that generate a gap:
- Substitute it. Replace the focus with something else entirely.
- Invert it - think of the opposite.
- Combine it.
- Exaggerate it by either adding a great deal of of it or taking it nearly all away.
- Eliminate it - what would the product look like without the focus of the disconnect?
- Reorder it.
Changing one of a product's need, target or occasion is the easiest way to go about lateral marketing. For instance, change the need - retarget the product to satisfy some other need - red bull created the energy drink market by making a drink that was not simply about quenching your thirst. A new target means a new group of consumers for your product. For instance, the cirque du soleil is a circus, but for adults.
Vertical Marketing Methods for Innovation
Innovations Based on
• Modulation (Coca Cola Zero)
• Sizing (Different sized patato chips)
• Packaging (Metal box etc.)
• Design (Bmw)
• Complements Development (Biscuits with chocalate)
• Effort Reduction (Internet Channel, Call Center...)
PEST analysis for Innovation
PESTE (by adding Environment) can be used to identify problems.
For example matchmaking sites derive from a sociocultural factor
'being single in society'.
10 Deadly Marketing Sins
10 Deadly Marketing Sins
Your company
- is not sufficiently market focused and customer driven.
- does not fully understand its target customers.
- needs to better define and monitor its competitors.
- has not properly managed its relationships with stakeholders.
- is not good at finding new opportunities.
- has a deficient marketing planning process.
- needs to tighten product and service policies.
- brand-building and communication skills are weak.
- is not well organized to carry on effective and efficient marketing.
- has not made maximum use of technology.
Philip Kotler
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