Atomic Penny

As a marketer it is imperative that you have as much knowledge as possible. You can gain knowledge through observation, interaction, social media, survey, industry and general publications. These are a few examples of ways to gain expertise. More important than gaining knowledge is using the knowledge to your benefit. If you want to learn, spend a bit of time and effort learning more than your competitors. Attend a seminar, watch a video or take a business leader to lunch. If you have the desire to learn, take the first step to gain that specific knowledge that will set you apart.

How do you make knowledge unconventional? Implement what you have learned. Take advantage of what you have learned. Learn what works and what hasn’t from those people that have experienced success and failure in marketing. Also don’t be afraid to experiment with different things. Let your mind run wild.

I am a firm believer that you can gain quality knowledge by asking, observing and implementing. You can also learn more by doing than by watching.

POWER ON–Mark

When I was growing up water was water. Now water is oxygenated, enhanced, fortified, bottled, labled, shipped halfway across the world and consumed from many sources other than the tap. Why?

Because a marketer and a supplier got together and came up with a brilliant plan. Give the customer what they need, make it appear to be better than the basic product,  help them obtain it and sell it for a premium. I remember my first bottle of Perrier in high school. It was water, a bit fizzy, but it was water. It came in a cool green bottle, which I threw away because I had no use for it, and I paid two bucks for the privilege to drink it!  Talk about unconventional! And how cool was it to drink bottle water when it was first being marketed?

Now instead of one or two types of water, there are hundreds, including tap water. The beauty of this example restates what we as marketers do every day in an unconventional manner

• We create a want before someone else does
• We make the product somewhat unreachable, but very desirable
• We convince people it will make something in their life better by owning the product
• We place the product where will it will be seen by our desired buying demographic
• We sell what can be had for free or for less than we are selling it for

Over the last weekend I had 2 experiences that reinforced the need for exceptional customer service to be the trademark of your company.

1) I received a postcard from my mobile phone provider stating I had sent in the incorrect information for my $50 rebate on my wife’s phone. The information was sorted and given to me at the store where I purchased the phone and accessories. The clerk also gave me instructions on submitting the rebate information. The reason why the clerk went to such steps is that out of four previous submissions I had received one rebate. You may ask yourself why I stay with the same carrier, and you have every right to ask. Simply it has the best coverage where I live.

After my last experience that need for coverage is questioned. I no longer have the information for my rebate, and I am tired of fighting the cell phone provider.  I am also tired of rebates, promotions and other gimmicks that get the customers in but do not provide long term value.

2) I accumulate AMEX points so that every two years my wife and I can take a three week vacation. Since I use AMEX points, I have the opportunity to choose from several airlines for the flights I want. In the case of trying to get a flight to Asia, my attempts were futile! Websites do not promote how to redeem miles, and AMEX will not book with miles unless the airline is a partner. In my case there were no partners, just providers. I have been a member with AMEX for over 10 years and have spent plenty of money over that time period. I have not been late on payments, nor do I call in with special requests very often.

I know in my case I am probably small potatoes to them, but I am a customer. And have been for a long time. What frustrates me is that in my opinion AMEX is an excellent company and they provide services (if I need them) that go above and beyond. The frustration is that the excellence does not extend to some of the benefits that are provided such as membership rewards.

Now look at both of these situations in an unconventional manner. First, what can be done to eliminate the rebate issue. In my opinion rebates are useless. They are more of a hassle than they are worth. Reduce the price a bit and advertise that reduction. Or give an instant rebate. If the mail in rebate is $50, make the instant rebate $40, use the difference to pay additional customer service people, and everyone is happy. 

With regards to the airlines, set up a reference table that is easy to read and follow. Also allow the service reps to act as advocates for the customer when booking. It may take a bit longer, but again the customer is happy and the marketer has an easier job sharing the benefit with the customer.

Be unconventional in your thinking when marketing the services you provide. This what would ultimately satisfy the customer at no additional cost. Then find a way to implement the solution. Being unconventional is good!

Share your thoughts via the comments or email regarding unconventional service and marketing.

POWER ON–Mark

Lately, I have been hearing quite a bit about value. The retailers are selling many values – in the mind of a retailer value equals a low price. In the mind of a consumer value equals getting something they want or need easily, fairly and leaving with a feeling of good or great service. A value menu or a blowout value means it was bought for “cheap”. That does not always translate to value.

In an unconventional sense, value does not equal price, but the willingness to pay. A consumer is willing to pay more for great service and a quality product. Value is added to the product or service, but not the price. You as a seller also need to make sure you have a quality product at a fair price.

The question is, how do you add value without increasing price? I believe that it begins internally. Think for a minute if you have added any value to your employees lately. Have you created an atmosphere of openness or of fear?  Are you happy to see your employees or more importantly are they happy to see you?

Think about this for a minute. Your workforce creates much of the value for your business, especially if you are a small business. All the advertising that you do may be eliminated by one bad experience.

If you need to think of ways to create value for your employees, take a look at Fortune Magazine, “The 100 Best Companies to Work For” or  visit  www.carrots.com .

Looking over these sites will not take much time, but it will reinforce the importance of internal value. And once you create internal value, your workforce will share that with the outside world. 

It does not take a lot of money or advertising  to be unconventional in creating value. Just a little time and a realization of who can help drive home the value of your business. 

POWER ON–Mark

I would love to sit in on some of the marketing meetings that take place when a company is trying to create a promotion using an *. Can you imagine, “Let’s give it away*”, “Free *”? Marketers are paid to get customers in the door, and an asterisk will do that. An asterisk will also help them leave the company with a poor experience.    Every asterisk that appears in your advertising means–Not Really or Just Kidding. Have you seen many advertisements where the asterisk does not have a cost associated with it? There are a few, one that comes to mind is
Kashi , giving away a trial size box of cereal (one per household). This is no longer an active promotion, but I was able to get a free box, and it was quite good.

When you are planning on reaching out to your customers, don’t do it with an asterisk. If you are not able to promote without an asterisk, maybe change your promotion.

Or think of it in an unconventional manner. Tell the truth! Tell the customer who you are and what you are offering. Gimmicks and asterisks will get the sale, but will they get a customer for life? Be unconventional – get a customer who loves your product or service for what it offers, not for the asterisk. I would prefer to be known as Mark, instead of Mark*.

POWER ON–Mark