Basketball-Playing Cop Demonstrates Power of Touchpoint Marketing

Everything can be marketing and everyone can be a marketer.

Officer Bobby White and neighborhood basketball players. Credit: Gainesville, FL police department.
Officer Bobby White and neighborhood basketball players. Credit: Gainesville Police Department.

Consider the unlikely example of Officer Bobby White from the Gainesville, FL police department. The policeman responded to a complaint of kids playing basketball too loudly on a residential street. Maybe the neighbor who called police should have been investigated, but I digress.

What does this police story have to do with marketing?

Everything. As you’ll see in the video below, Officer White produced more in a few minutes than any multi-million dollar community relations campaign the town of Gainesville could have commissioned. Continue reading “Basketball-Playing Cop Demonstrates Power of Touchpoint Marketing”

Shake My Head Marketing (Automation Run Amok)

Beware the unintended consequences of marketing automation gone awry.

Even one or two misdirected emails has the potential to threaten the customer experience and brand goodwill that your company has worked so hard to build.

For example, imagine my surprise to see this Planet Fitness email after I returned from the gym last night:

 

Planet Fitness - We Want You Back - 2

Wow.  Guess I was lucky to get in.

Continue reading “Shake My Head Marketing (Automation Run Amok)”

Turn Customer Listening into Learning and Go-To-Market Action

Good things can happen when you listen to customers.

Consider Hostess Brands,  which “has nurtured retail sales of its products nearly back to their pre-liquidation level of more than $1.3 billion in 2012” as reported by Julie Jargon in The Wall Street Journal.

Credit: Captain Cupcake1 Flickr
Credit: Captain Cupcake1 Flickr

This summer, the company expanded the Hostess brand product range with white and wheat bread along with hamburger and hot dog buns.

Why is Hostess getting into bread?  They listened carefully to customers and realized there was a business opportunity. Continue reading “Turn Customer Listening into Learning and Go-To-Market Action”

Marketing is Fun, Differentiation is Hard. Part 3 of 3.

This is the final post in a three-part series this week on marketing differentiation.

Part 1 highlighted New York City wine retailer Taste Wine Company (User Experience Innovation Creates New Kind of Wine Store). The innovative idea propelling this new venture: shoppers can taste every bottle before buying!

Part 2 featured European hotel brand Mama Shelter, and their USA launch in Los Angeles (Redefining the Boutique Hotel Experience for an American Audience).


In this final installment, we’ll take a look at the Jewish National Fund (JNF). Why did a nonprofit best-known for planting trees in Israel participate at this year’s South by Southwest® (SXSW®) festival?

Kosher Carne - JNF at SXSW 2015

“Meet Me at My Place” or Create Experiences Where Your Customers Are

It’s a common marketing desire:  How can we broaden our reach and attract new customers? Continue reading “Marketing is Fun, Differentiation is Hard. Part 3 of 3.”

Marketing is Fun, Differentiation is Hard. A 3-Part Series.

Marketing is fun – and hard work.

It’s the latter part that’s not always so obvious.

I remember a former colleague who sought a cross-functional transfer from technical product management into global marketing.  I asked why.  Her response:  marketing is more fun.

Yes, marketing can be fun, but like the rest of business, it’s also a serious challenge.  Non-marketing observers may not realize all the hard work and preparation required to achieve success.

Which leads to the focus of this post – marketing differentiation.  It’s hard to do.

To stimulate your thinking, I have three new examples to share.  Note how the idea of “customer experience” is central to each marketing story.

And, I’m experimenting with something different myself to provide a better reader experience:  short, one-example posts on three consecutive days.


Part 1:

User Experience Innovation Creates New Kind of Wine Store

https://twitter.com/TasteWineCo/status/616788732751032320 Continue reading “Marketing is Fun, Differentiation is Hard. A 3-Part Series.”