Monthly Archives: November 2008

Is Your Web Site Search Broken?

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broken egg imageTwo weeks ago, I ran out of fax toner. Staples didn’t have what I wanted, so I turned to the Internet. I found a site that sold ink and toner (so far so good).

I plugged the brand and model number into their search tool… and was sent to the main page for that brand.

There were about 20 pages of toner! I couldn’t find the one I needed unless I looked through each and every one. Not good.

So, I emailed them saying I need Brand X, model Y. Do you carry toner for that? I got an automatic message thanking me for my inquiry…. and nothing since. Now, here I’d raised my hand, saying, ‘hello, I’m a prospect, I want to buy from you.” And nobody cared.

Two important marketing lessons:

1) If you build a search tool into your site, make sure it’s easy to use and delivers visitors directly to the information they’re searching for. Don’t make it hard to buy!

2) If you have a contact button (and you should), follow up on the questions. Ignoring customers (or potential customers) is costing you both money and goodwill.

Image thanks to: stevendepolo

Cutting Prices Won’t Save Your Business

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MSNBC reported recently that stores from plain to fancy are trying to outdo each other with sales this holiday season. With same stores sales dropping 15.6% at Saks Fifth Avenue and 20% at Old Navy, retailers are running scared and slashing prices. They’re reviving layaway plans, pulling merchandise that hasn’t sold after two days, and even reducing prices by up to 40% the minute the clothes hit the shelves.

But is this really the solution? Wal-Mart owns the low, low price space, but is this the right move for high-end stores such as Neiman Marcus and Saks? Whether you’re in retail, write software, or have a dental practice, there’s always going to be someone, somewhere who can charge less – eventually driving both your businesses into the ground.

Instead, try to stand out. If you’re in retail, why not offer special services to frazzled holiday shoppers instead?

* Call us with your list and we’ll shop for you. You just pick it up at our service desk.

* Expand “bridal” registries to include holiday gifts (tell your friends and family what you want, we’ll send them a coupon – this offers a “bribe” in return for something that makes the customers’ lives easier, and, as a bonus, grows the store’s mailing list).

* Start a conversation with your customers, ask them what they would like to see in the store, or what services they would like to buy

* Set up a concierge to help customers find most-wanted toys, electronics, etc.

* Offer a lounge where shoppers can take a break. Offer entertainment for small (and cranky) children.

Print is NOT dead

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After the election, newspapers everywhere sold out. There were lines to buy copies, and some were selling on ebay for as much as $200! Time and Newsweek printed 100,000 extra copies, and are considering more. It seems nobody wanted a souvenir Web page printout from their inkjet.

Why the sellout? Because the news they contained was remarkable and special and people wanted a piece of history. So, the question is, how can you make your newsletter or marketing materials or product special? What story are you telling? Is it worth sharing? Worth keeping?

Are You Marketing Like McCain or Obama?

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And now a few words about the election. This is not about politics, but about marketing. Regardless of who you voted for (or whether you are in the US or elsewhere), there are important marketing lessons to learn from this election.

I noticed during the primaries and the campaign, that Hillary Clinton and John McCain kept talking about themselves. It was a classic marketing mistake. They kept focusing on their years of experience, how they’ve made change, everything they’ve done, rather than the voters. They said things like, “I have experience,” “I know how to fix our economy.” Lots of “I” and “me”, but very little “you” and “we”.

Barack Obama, on the other hand, said “we”: “Yes we can”, we can change, we can hope. He brought people together in a way that the other candidates didn’t. Plus, he made excellent use of his Web site, email, Twitter, and new media tools to keep his followers engaged. He sent (as Seth Godin says) personal, relevant, anticipated messages. No robocalls, no interruptions, just permission marketing. He created a “tribe” of people who were eager to hear from him. And, he sent an email thanking every one of them after the election was over.

So, which kind of campaign are you running? Are you talking about yourself? Or, are you talking about your customers’ problems? Do you give them a reason to talk about you? Are you remarkable or average?

by Ten marketing lessons from the Barack Obama Presidential campaign