I normally wouldn’t push Coca-Cola, but this is fun (has a good marketing lesson too). First, watch the video.
People go for a Coke, and get something a little extra (or a lot extra). You can do this too. Give people something a little extra, like a favicon for their new web site, or send a box of cookies (for no reason). It’s remarkable. It spreads (just like this video).
Image via Wikipedia
Remember Blockbuster Video? They used to be the biggest name in video rentals. Now, they’re a symbol of business marketing mistakes and failures. Back then, when video was physical, instead of digital, the stores would be packed with people on a weekday night.
Blockbuster charged a lot, but the novelty and pleasure of being able to see movies whenever you wanted was initially irresistible to people who had grown up having to choose between going to a theatre, or waiting until (and if) the movie showed up on TV.
Well, they’ve just filed for bankruptcy protection. The store near me closed long ago. I’ve been happily using Netflix instead. So have a lot of other people.
Blockbuster started out well, but then tried to appeal to everyone, or maybe nobody. I’d go in for a movie and would see 20 copies of cartoons and Adam Sandler’s latest (now, it would probably be Twilight movies). Maybe a few classics. That was about it. Rotten selection, high fees, limited viewing time: it was hard, expensive, and unpleasant.
Netflix, on the other hand, is easy. They have a large selection, you can keep movies as long as you like, and now, even watch them over the Internet (instant gratification). Netflix works because they took a model that was broken (video rental) and made it sleek, easy, and rewarding.
Look at some of your own practices. Are you marketing to everyone or marketing to your tribe? Are you a eierlegendewollmilchsau?
Are you making it hard for your clients? Could be that you tend to use email when your clients prefer the phone. Or requiring too many steps to enter your blog contest? Or maybe your newsletter sign-up is confusing.
Go take a look. Let me know what you found.
Image via Wikipedia
A lot of ink (and pixels) have been used to teach companies the secrets of remarkable marketing. But sometimes, being remarkable isn’t about how you run your Twitter account, or that new ad campaign you’re about to run. Sometimes, it’s something that you never even meant to be public. In this case, it wasn’t even directed at a customer (or likely potential customer).
A little boy in New York wrote a letter to the Mars Company as part of a school project. He wanted the recipe for Twix, his favorite candy bar.
A few months ago, he received a large package from the W. P. & R. S. Mars Company, with a handwritten letter inside. It said,
“Dear Bryce,
Thanks so much for your letter. We are not the Mars Candy Company. We are a Midwestern supplier of industrial equipment. So, I am sorry that we can’t tell you how Twix are made. However, we can send you some. Hope they make it to New York in one piece.”
Inside the box were two extra large size Twix bars, a pizza cutter, and a key chain.
Seems his dad had looked up the wrong address. The industrial Mars company had nothing to gain by sending goodies to a little boy, unless he grows up to open a pizza place.
But, they took the time to respond (with a handwritten note) and send him a present that would make him smile. It was remarkable enough that his dad wrote to the New York Times Metropolitan Diary column to share the story. And remarkable enough that they published it and I’m sharing it here.
What can you do to be remarkable? Or what are you doing that’s worth talking about?
And does anyone have any spare candy bars? This post is making me hungry.
Image via Wikipedia
Have you found your why? Do you you know why people should buy from you? And is that “why” directed at your potential customers, or only at your own needs?
A tow truck may not seem like an obvious marketing example. After all, when you need one, you want whoever can come quickly, and you don’t have a lot of time, or patience, to think about it much.
The thing is, that even a tow truck company can stand out. Or, not.
Here’s what I mean.
Driving down the highway this weekend (well, being a passenger), I spotted a tow truck that said, “All collisions and auto repair.”
It does state what it does. But what it doesn’t do is tell anyone who sees the truck “why.”
Why choose that company over any other? Do they specialize in a particular brand of car? Or type of repair? What makes them any different from the hundreds of other auto and collision businesses in Westchester or anywhere else?
There were no specific reasons. No “because.” No choose us because we specialize in Hondas, or choose us because we’ll loan you a car while we fix yours.
Another problem. There was nothing particularly remarkable about them. The truck, the signs, the service was just like every other tow truck I’d ever seen. That “why” should not only be a reason, but (preferably) a great reason. A reason so wonderful that it gets people talking about your company.
What if the tow truck company did something no other company does? For example, they not only fixed your car, they cleaned and detailed it (no extra charge). Or maybe they leave a box of chocolates on the seat.
I saw another truck recently for a distributor of paper products (it looked like they sold to hotels and restaurants). The truck had two calls to action, one of which was something like, “Call us and save.” Not exciting, but serviceable. The other one was more problematic. It said, “If you’re using someone else, we’re both losing money.”
I have no need for their products, but I don’t know why a potential customer should care whether the company was losing some business to their competitors. If I’m running a hotel or a restaurant, I want to know that I will benefit from their products and prices. I expect the vendor to make a profit, but that’s it.That was “remarkable” marketing, but in the wrong way!
Today’s list has several different font finders (a great help when I needed to help my brother match the typeface on his wedding invitations so he could print matching envelopes), and a little inspiration for writing blog posts when your brain is spinning in mud.
There’s also a link to a thesaurus that helps you rhyme (as well as find synonyms.
Lastly, a search “engine” for icons. If you’re not quite sure how to get the idea of “content management” across in an icon check here.
Got a font you can’t identify? Send the image to What The Font. They’ll find the closest match. Or post it on their forum, where font enthusiasts will sort it out.
If you prefer the do-it-yourself approach, check out Identifont. Answer some questions about the font and their software will help you determine which font it is.
Stuck for the right word? Test out the Big Huge Thesaurus. Synonyms, antonyms, even rhymes.
The people (or maybe it’s the computers) at big huge labs have this covered too. Try out their story line generator.
Search the iconfinder for free icons you can download and use on your blog or web site.