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Virtual Reference Check – Burst Marketing

August 18, 2010


Categories: Brand/Reputation, Customer Focus

We have a client that provides consulting services to manufacturers. One of his larger clients – one he’s had for years – recently changed his principal contact person.

This week, he received notice from his new contact that his services were up for bid and that he needed to respond to an RFP. He was given 3 days to respond!

He called the contact. No answer. Sent an email and received an out of office reply saying she’d be back the day after the RFP was due.

Our client also learned that several other firms had already responded and been reviewed, with one already chosen for a separate project. And our client, the incumbent, hadn’t even been notified that an RFP was issued to replace him.

Sounds like he’d done a bad job and wasn’t being renewed doesn’t it?

Well here’s the rub. The contact’s boss didn’t know our client hadn’t been properly included in the process. It seems as if she’s decided to railroad the project through with her own chosen vendor.

My client needed some way to fight for the business.  So not really knowing anything about this new contact, he went on LinkedIn to see if he could find out something about her mindset. Turns out one of his close friends was a 2nd level contact of hers, who also had a connection with a 1st degree contact of hers.

Turns out the 1st degree contact was her ex-boss. He did not give her a glowing reference.

With this information in hand and a printed record of how he’d been treated, our client now feels comfortable going over his contact’s head to her boss – someone he’s always had a good relationship with – to find out if he’d done something wrong to warrant such treatment.

The answer should be interesting. Especially for the new contact if her boss isn’t happy with how she’s handled this long-standing relationship.

I’ve protected the names for privacy here. But if you can connect the dots in this story – you’ll see even further proof of how powerful – and personal – social media sites can really be.

Comments (0)
Steve Bannis

 

 

Burst Marketing – Be Clear or Beware

July 29, 2010

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Categories: Brand/Reputation, Customer Focus

The most stereotypical example of poor customer service had always been the Department of Motor Vehicles.

Mention the DMV and instantly images of gargantuan lines pop into your head and your eye begins to twitch.  More recently however, the DMV had made some improvements by adopting common sense operational efficiencies and online tools.

Many locations will give the poor motorist an appointment window to respect their time.  Online renewals and payments further helped ease frustration.

But there’s a hole in the DMV donut – the locations don’t necessarily coordinate with the website.

This may sound familiar to those who’ve shopped at WalMart.com.  After finding a great price online, you run to the nearest store to snatch up your bargain – only to find the store price isn’t the same as the online price.

Reason?  They’re run as two separate business.  Frustrating and sometimes angering.  But many retailers have the same arrangement, confusing and inconveniencing their customers.

This morning I heard the DMV has a trap lying in wait.  If you should move during the time of your vehicle registration – and do the right thing by dutifully going down to DMV to file the forms – it won’t change a thing as far as DMV is concerned.

That’s right.  Go down to your DMV office, file the change of address, affix the stickers to your license and registration – and they never even update your file.

You have to CALL their customer service center to let them know or they don’t change your records.  Imagine how you’d feel when your renewed registration was sent to the wrong address and you got a ticket for an expired registration.

Then they charge you a fee to send a duplicate!

Check the forms and the website.  It’s itting right there amongst a sea of words.  In type so big that only those who’ve eaten 3 carrots a day can read is the instructions…you must call the customer service center to change your address.

So, DMV offices, online service, and the customer service call center don’t communicate on a simple, yet important function.  And you’re the loser.

Moral for business.  Embrace technology and efficiency.  Be thorough.  Be clear.  But be sure you’re actually helping those you want to help.

Comments (0)
Steve Bannis

 

Burst Marketing: Best Buy – Dead Cow Alert

July 13, 2010

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Categories: Brand/Reputation, Customer Focus, Management, Marketing Message

Best Buy obviously hasn’t read Seth Godin’s Purple Cow.  The book’s treatise is that a company’s marketing is most effective when it’s true.  Actually being remarkable translates to marketing at its best.

My partner Dave recently had trouble with his iPhone.  As great a gadget as the iPhone is, neither Apple nor AT&T Wireless offer insurance on the iPhone.  Best Buy stepped in offering the only insurance available on the product – serviced by its Geek Squad.

Oh oh…dead cow!

After 2 years of paying $11+ per month, Dave needed service.  He dropped it off at the Geek Squad – “it’ll be ready and back here by Friday.”  Friday comes…and an hour of voicemail hell later…”sorry, maybe tomorrow.”  Saturday…no answer at the Geek Squad all day.  He left a message with the store’s customer service to please call him back.  Sunday…another hour of the run around, “sorry, there are no deliveries on Saturday or Sunday.  Maybe Monday?”

“I didn’t even get a call from you guys, isn’t there a message for you?”  “Truth is we’re really busy, and there’s a whole pile of messages sitting on this desk.  We don’t look at them.  We just wait for the customer to call back.”

Okay – get the picture?  Now ponder this:

Best Buy is in the electronics business.  Why can’t they put your order status online for you to check?  Or shipping status?  Especially when the Geek Squad desk is too busy to even look at the pile of messages on their desk!

Best Buy promised a service that made them unique – but the promise turns out to be pretty empty.  That’s a dead cow.  That’s utter brand destruction.

Comments (1)
Steve Bannis

 

Don’t Make This Common Social Media Mistake

February 28, 2010

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Categories: Brand/Reputation, Courage, Marketing Message, Social Media

[By: Braden Russom, Senior Project Manager for Burst Marketing.]

In a recent article on Mashable.com, Christina Warren made a mistake that I hear all the time. She writes:

“Social media does inherently mean that you are giving up the ability to centrally control the message.”

While her article is interesting (it’s about social media and the Grammy awards), I think she’s a bit off base on that point. Getting involved in social media does not mean giving up control of your message. It means accepting that you weren’t in control to begin with.

She goes on to talk about why companies who do ‘give up control’ tend to succeed in social media:

“However, what is interesting is that the companies that embrace and accept that grain of truth are usually those that are most successful with social media.”

It’s no mystery why this happens. It’s the same reason that a person who can admit his or her weaknesses is the one who eventually overcomes them. Once a brand accepts that the message is beyond it’s control, it can begin to influence the conversation in the right direction. It can begin taking steps to get people talking positively.

It’s not about giving up control. It’s about giving up the illusion of control. And the sooner a brand can do that, the better they’ll leverage new media.

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Steve Bannis

 

Where’s The Caring

February 7, 2010

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Categories: Ad/Marketing Agencies, Advertising, Brand/Reputation, Customer Focus, Marketing Blueprint, Marketing Message, Strategy

They may as well go ahead and declare today a national holiday.  As I write this, Super Bowl XLIV kicks off in a matter of hours.

Tens of millions will tune in.  Most for the game.  Regardless – it’s what they call “appointment TV.”  The Olympics start soon too.  American Idol is in full swing.  Fire up the DVR.

Pulling interest and creating loyalty to a group of stars or a certain concept is what network programming is all about.  They seek the magic formula that will get you coming back for every episode.  What gets you to care.

That’s your job too. What gets your customers to care about you?

The Albany Business Review has an article on Price Chopper’s (Golub Corp.) Fuel Advantage program this week.  That’s the program that gives you a discount on gas for shopping with them.  They’ve meshed two things you deeply care about.

Food and Gas.  Basic.

The equation is even clearer for them because local competition is among just a few major brands.  Although they are tough competitors – shopper in this market basically choose from Price Chopper, Hannaford, and WalMart when it comes to supermarkets.

You win the tug of war, more come to you.  Of course, there’s a new match regularly.  Each seeking that little edge over the other.

It’s more difficult to find the caring when you offer a product or service in an exceptionally crowded field.  Or if you’ve basically become a commodity.

Now what?

In this scenario, finding the caring often comes down to who’s the more relevant to the customer.  What are they looking for besides your offering?  Is it comfort and trust.  Personal relationship.  How green you are?  Convenience?  Who your other customers are?

It’s somewhat different in each market category.  Each geography.  Your job is to find it.  Find what’s most relevant to your targets and ensure that your businesses authentically offers it.

For years, saying something is the “Cadillac” of [insert type product of service] said it was the best of the best.  A “Chevy” or a “Honda” (sorry Toyota) means affordable and/or reliable.

Find the caring.  Be real.  And find your customers.

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Steve Bannis

 

I Will Never Fly

January 24, 2010

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Categories: Brand/Reputation, Business Development, Marketing Message, Strategy

It’s almost Olympics time…and American’s are getting back in touch with the sports they never much care about during any other time.

So during last night’s figure skating tuneup (for watching it on TV), my friend asked me an interesting question -

“If you could be any Olympian, in any sport, what would it be?” “I’d like to be able to fly on my feet”, I said, “to win the 100 meter dash and be the world’s fastest human!”

Cool huh? Never happen. But ain’t it fun to dream?

Some businesses though, seem to confuse their dreams with reality.

One research project we completed on the Albany contractor market revealed this example:

This company, a top 5 player, is in on all the major bids in the market. They do good work and win their fair share. But, somewhere deep inside, they dream of being a beautiful showroom, dazzling the public with their offerings rather than embracing the hardhat that pays the bills.

That disconnect between who you really are and who you really want to be can create confusion among customers.

This firm did open a showroom, and our research showed that some of their commercial customers became confused about who they were. And, it cast doubt on whether they were focused enough on their core business to be awarded the next bid – regardless of their pricing. True or not – that’s not the type of doubt you want hanging out there.

There are many, smart tactical approaches you can follow to spread your wings into new markets.

Dreams of being a butterfly can provide ample motivation.  Be sure, however, to first embrace your inner caterpillar.

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Steve Bannis

 

Flexible Not Permanent

January 18, 2010

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Categories: Brand/Reputation, Business Development, Courage, Customer Focus, Decision Making, Economy, Management, Ownership, Strategy

The current issue of BusinessWeek features a story on the pervasiveness of a flexible, temporary workforce.

It’s not hard to understand why.

The Great Recession has made everyone gun shy. Using temporary workers is a way to hedge your bet. Wait until you can be sure business is back before taking on the expense hiring full-time workers.

26% of America’s workforce are “non standard” – temps, contract workers, and part timers. And from a risk-control perspective it makes sense.

But here’s a question:

Is your business part time? Is serving your clients and customers a part-time gig? How about sales?

The danger of a temporary work force is that they may have no real investment in your Company’s success. Caring about the job is a paycheck thing, not a customer thing.

Investing to add a qualified member of your team or paying to have a specific task done or hours filled -

Which is the bigger risk?

Comments (0)
Steve Bannis

 

Pass or Fail?

November 22, 2009

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Categories: Brand/Reputation, Courage, Customer Focus, Lead Management

Here’s a quick customer service test:

On Saturday 11/21, Lego – they of Danish building block fame – put on an event called Lego Kids Fest at the Hartford Civic Center in Connecticut.

They promoted it in their magazine received by Lego Club members across the country, on their website, in calendars, all over locally and was picked up in many corners of cyberspace.

My son and his mom drove the 2 1/2 hours from Albany yesterday afternoon, he’s a Lego-head and a member of the club.

Turns out, they weren’t even allowed to get off the exit for the arena.

The event was mayhem.  It was oversold and over capacity.  The fire department started to eject attendees.  Hundreds of 7 year olds stood outside with their parents howling in disappointment.

My wife called Lego in San Diego and a customer service rep said that they hadn’t promoted it and were taken by surprise.  When informed that it was promoted everywhere an event could be, a supervisor came on and came clean.  “I’ve gotten calls from several families.  We just weren’t prepared.”

OK.  Fine.  A case of be careful what you wish for.  Now we’ll see how Lego will respond.

What would you do?

Posted by: Steve Banis

Comments (2)
Steve Bannis

 

Don’t Take The Meeting

November 8, 2009

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Categories: Brand/Reputation, Business Development, Customer Focus, Ownership, Sales Process

One of the worst things any marketing organization can do is to take a meeting for the wrong reason.

A face to face meeting is a prime opportunity to accomplish something valuable in a business relationship.  So you need to be clear on why you want this meeting, and that whomever you’re meeting with has the same or similar understanding.

Recently, I attended a meeting where a consultant thought he was there to help a client develop an approach to solve a particular problem.  However, the client already had a pretty good handle on the plan of attack, they simply were looking for help to hone the plan and to execute it.

This joint misunderstanding led to frustration for both the consultant and the client and ultimately a major opportunity was diminished.

Moral: We work hard and spend money to make and develop new relationships.  Be sure there is up front agreement on the reason for an encounter and check in along the way to be sure you’re staying on course.

Your reputation and your business depend on it.

Posted by: Steve Banis

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Steve Bannis

 

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