Category — Management
Why Marketers Shouldn’t be in Charge of Doing
This morning Seth Godin posted “Good at talking vs. good at doing” with the implication that the marketing department needs to be in charge of the “product, the service, the interaction.” His premise is accurate. The best marketing is rendered impotent by poor customer experiences. And, with a social media megaphone available at the touch of a keyboard, individual missteps become brand nightmares.
His solution is faulty. Marketing is strategic; delivering quality service is tactical. Placing the marketing department in charge of the “doing” is a recipe for disaster. [Read more →]
Just 1 Thing: Strategically Leverage Your Channels for the Best ROI
About ten years ago, there was a movement in the catalog industry to reduce mail volume. It seemed like a good idea. Customers were increasingly migrating to websites to place their orders. Segmented sales were down. Order processing costs were significantly lower for web orders when compared to the call center. Why spend the money to mail catalogs when people were ordering online? [Read more →]
Crocs Stores go Mobile (and Do It Right)
Visiting a crocs store is always an adventure in mayhem for me. It isn’t the store’s fault. The challenge comes from the 11 and 14 year old children who accompany me. There’s always something new for them to see. It turns out that the new items are EXACTLY what they desperately need. The step across the threshold begins the “let’s negotiate with mom” session.
Saturday’s visit was different. Oh, there were the cool new items and desperate need, but I was distracted by the signage all over the store. Attempts to negotiate didn’t break through my focus.
The signs encouraged me to text crocs098 to 63103 for a 15% discount. [Read more →]
