What Are You Talking About?

What are you really talking about on your blog or web site?  Want to see a beautiful visual of your words?  Check out Wordle.  It will take you 10 seconds to create it - you just enter the URL of your web page or blog that has a feed.

You may be surprised at the words you use often and what those words are saying to your customers, friends or community.  What words do you want to see on your Wordle?

Here is what the Spark & Hatch blog is talking about:

Gobbledygook

Great (and free) ebook from marketing veteran, David Meerman Scott, on writing messages tailored for your audience that focus on how your business, product or service solves their problem, versus blathering on about features.......worth the read!

Turning Insights Into Innovations to Change the World

Using business to combat poverty.  A powerful story about innovation and business changing the world to inspire you to take a break from your daily routine, like the Bangledeshi entrepreneur Iqbal Quadir did when he came up with the idea to bring mobile phones to poor people in his home country.

What insights to have you unique access to in your life – personal or organizational - to spur innovation?

The Idea:   Issue loans to current, reliable people in these poor villages in Bangledesh who would then use mobile telephones to earn money in their village as an income generating enterprise.

The Product:  GrameenPhone, which started with one phone and is now the leading telecommunications provider in Bangladesh.

The Insights:  

• The lives of poor people in Bangladesh are full of inconvenience associated with isolation and a lack of information. Farmers, for example, sell their products to an unscrupulous middleman who cheats them with an unreasonably low price, when a simple telephone call would have enabled them to find out what the market prices are or what prices the competitors are offering.

• Wasted time is a huge cost for everyone and poor people should not waste time —time is at least one resource poor people have the same amount everyday as rich people do.

• The costs of software and hardware decrease as volume rises.

• The value of a product increases when greater numbers of people use it. 

The Result: 

Saving valuable time for poor people and empowering them to lift themselves out of poverty.

Read the full story here.

Serendipitous Discovery

Many of your marketing strategies and tactics probably focus on ways to "reach out to" your target audience.  That makes sense. After all, you know who they are and why they value your product or service, so of course you should be seeking them out to engage them.

But, what tactics are you employing to let your target consumer and other consumers discover you?

A few weeks ago I attended an interesting session hosted by Social Media Breakfast Seattle with Holly Brown, 20 year marketing veteran, speaking about brands as publishers in the age of peer to peer communication.

She shed light on how to select and start conversations in communities that already exist and are of value to your target audience. Instead of relying on consumers to actively seek you out, you can leverage communities where they exist to engage with them with content that is relevant to them.

Letting consumers find you in this way is called "serendipitous discovery."

Does your marketing plan answer these 5 questions?

1. How do your marketing strategies & objectives support the critical organizational goals?
2. How are you measuring each marketing initiative?
3. What is your target cost per acquisition?
4. What is the customer lifetime value of your target customer?
5. What are your alternative strategies if things change?

These questions are fundamental to your plan, in addition to many others that I'll touch on in future posts.  If your plan answers these it means that you are headed in the right direction in order to move your business or organization forward and spending time on the right things.

If your plan does not answer these questions, get to work understanding where you are falling short.  Get your team together and answer them together.  Be prepared to change what you are working on after answering them......

Of course, I am assuming your marketing plan answers "Who is your target customer?" because that is fundamental. How well do you know your customer is an entirely different question.  Read this to get inspired on that topic.

Oh and if you said your target customer is everyone - don't believe yourself. Read this.

New Site Takes Customers on a Journey

Anthropologie's new web site caters directly to their core target customer's desire to discover, with amazingly crisp and life-like video footage of differently daily scenarios. If you missed my post on how "knowing your customer intimately like Anthro does" read it here.

Welcome to Anthropologie.com

How well do you know your customer?

How well do you know your customer?  

Do you know them as well as you know your best friend?  You should.  

You should understand their aspirations, their dreams, their fears & deepest desires.  And you should absolutely understand where you create value in their life and why they love you for it.

Take Anthropologie as a great example.  During the economic downturn, while retailers such as Gap struggled, Anthro, and therefore its parent company, thrived.

Why?

Because they continued to deliver what their core customer values about them, and nothing else.   And I'm not talking about just merchandise, but the entire shopping experience is built around her.  That has created extremely passionate customers who don't fade away when economic troubles arise.  

How did they do that?  And, how can you do that?

By knowing the core customer intimately:

 Ask anyone at Anthropologie who that customer is, and they can rattle off a demographic profile:  30 to 45 years old, college or post-graduate education, married with kids or in a committed relationship, professional or ex-professional, annual household income of $150,000 to $200,000. But those dry matters of fact don't suffice to flesh out the living, breathing woman most Anthropologists call "our friend." They can go deeper and describer her in psychographic terms: She's well-read and well-traveled. She is very aware -- she gets our references, whether it's to a town in Europe or to a book or a movie. She's urban minded. She's into cooking, gardening, and wine. She has a natural curiosity about the world. She's relatively fit.

These insights infuse everything Antrhropologie does, from designing its stores to be "a world of discovery, as if she (the core customer) is on a journey or trip."  Stores are designed using local artists that also understand the overall Antrho brand to create a consistent, yet unique & local feel to each store.  Catalogs are shot in different countries all of the world to appeal to "her".  Merchandise sets trends, just like "she" does.  

You can create passionate customers too, but you have to take the time to get to know them first.  Then, you have to build everything around them - from your messages to packaging to the way your customer service reps answer the phone.  

You can read more about Anthro's approach here.

How to engage your tribe

The very talented folks at Seattle-based Groundwire, a technology consulting group that works exclusively with environmental non-profits, have developed an insightful framework for how to think about your customer & tribe engagement, rightly named "the Engagement Pyramid."


Non-profits and for-profits alike will benefit from understanding this ladder approach to building strong relationships with your target consumers.  


Check out the full details of the Engagement Pyramid here.

Lovemarks

Several years ago, Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, introduced the world to the idea of a  "lovemark" - when a product or brand evolves from being simply respected or simply loved to being both, in the eyes of the consumer.  He emphasizes that by building respect and inspiring love, business can move the world. 

I created this Love/Respect axis, adapted from the original.

So, how do you know if your brand or product is a Lovemark or has the potential to become one?  And, how do you evolve your brand to become a Lovemark? 

First, assess.  You need to ask yourself a few critical questions and be ruthlessly honest when answering them. The areas that need attention will become clear.  Find the complete set of questions at the Lovemarks web site here. 

Second, get your team together and start brainstorming how to address the areas that are lacking.

Remember, this takes time, commitment and ultimately it is the consumer that determines your Lovemark status, so get focused on creating value for them in richer and more meaningful ways.