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Stop gazing at your own corporate reflection

New research out of the Zeno Research Group suggests that more than one-third of CEOs ignore their company’s social media reputation when making important business decisions.

Strong language

On another note, almost two-thirds of CEOs do pay attention to their company’s social media reputation when making important business decisions. Reputation measurement is still a fairly new science given that the majority of customer opinions are still not recorded online in many demographics. Two-thirds is a pretty good sign to me that the immediacy of social media feedback is making enough waves to turn the tide of brand-centric marketing towards a more customer-centric model.

All research is skewed in some way, but let’s presume that these results are absolute, that 34% of CEOs will never pay attention to their social media reputation. Why not?

– The Gratification of Self-Image –

It is a human flaw that we cannot see our own…

Written By   Jon|Customer Focus, In the News, Marketing Strategy, Relationship Marketing, Uncategorized|Comments Off on Stop gazing at your own corporate reflection
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Social Media and other bubbles

Read Social Media Skeptic (MM 11/30/12), for the commentary on BJ Mendelson’s new book “Is Social Media Bull#*%!?”. It reads like a wail of dashed hopes and dreams. Once a social media neophyte, the author became jaded after a miserably-failed campaign in the cause of something great and beautiful. He calls a ‘crime’ the hoopla that surrounds any ‘next big thing’. There is a smack in his words of: “The more things change the more they remain the same”.

Yes, he may have a perspective, but the big question is: “Why do we have to pay money to read a book about a truth that has remained constant throughout human history?”

MORE, BETTER, FASTER ISN’T A GOAL IT IS A PROCESS. 

The goal is perfection. Perfection is unattainable. So the bubble is created out of human expectation.

I like expectation bubbles. They drive change. The reason they burst is…

Written By   Jon|Advertising Truths, In the News, Marketing Strategy, Uncategorized|Comments Off on Social Media and other bubbles
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The Religion and Politics of Branding

Credit to Chris Koentges for his article entitled “Can a brand speak to both the lunatic left and right? There is plenty of evidence of brand partisanship from political, social, environmental or religious perspectives.

The question we should really ask “what is the implication of defining consumers by their partisan leanings?”

 

There are many characteristics shared between opposing factions that gave John Lennon a reason to believe in the Brotherhood of Man: Hassidim use cell-phones , anarchists eat potato chips, and most men with two legs put on their pants one leg at a time. If you take religion, countries or politics out of the equation we have more in common than what divides us.

As a marketer we have some choices in how to align to customer values. Do you define a segment by what sets it apart, or by what unites it? Take single, overworked single Moms on low income…

Written By   Jon|Brand Integrity, Marketing Strategy, Uncategorized|Comments Off on The Religion and Politics of Branding
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How does customer service fit into your marketing mix?

This question was asked by Marketing Magazine to Longo’s Grocery Chain (see the November Special Issue on Customer Service).

I didn’t get to the answer. The question short-circuited my frontal lobe so I stopped reading. Let me explain.

I have, for the past 16 years, had a mania about customer-centric marketing. I have also been a critic of brand-centric marketing. I have never had a problem selling the strategy, but I have sometimes been a bit disappointed by the casual observation that “It doesn’t look much different”.

It has been a splinter in my brain to characterize the contrast between the science of customer-centric marketing and brand marketing without reaming off thousands of words.

Don’t breathe!  I may have found a solution. I am going to reword Marketing Magazine’s question:

HOW DOES MARKETING MIX…

Written By   Jon|B2B, B2C, Customer Focus, In the News, Marketing Strategy, Relationship Marketing, Sales & Marketing, Uncategorized|Comments Off on How does customer service fit into your marketing mix?
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The Customer is Queen (not King)

You know the old aphorism: “The Customer is King”. It turns out that nobody really means it. You have to wonder why. Let’s take a look….

WHAT IS A KING, ANYWAY?

Kings are confrontational — whatever conflicts with their rule must be challenged. Two kingdoms in conflict have limited choice: to conquer, negotiate, submit, or make an alliance.

What does it mean when we say that ‘The Customer is King’?

Most business owners would answer that it helps them to remember the ‘significance of the customer’. But it doesn’t mean the customer should have the power to dictate terms to the business. The Business is really the King.

WHAT IS A QUEEN?

In metaphor – the Queen is the consort to the ruler of the kingdom. If a King wants to extend his rule, he needs a loyal, supportive Queen who can raise…

Written By   Jon|Customer Focus, Marketing Strategy, Relationship Marketing, Sales & Marketing|2 Comments
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5 reasons why your marketing might cost more than you think

Regardless of staying inside creative, media, production, programming, and fulfilment budgets

In this article we will try to look under the hood to reveal some hidden costs and reasons why marketing projects can fail to achieve the maxim of “Quality, delivered on time and to budget”.

1. Unclear expectations

Different expectations that were not properly communicated early in the process can derail a project until everyone’s expectations are met. These delays have a significant impact on ‘time to market’.

Remedy: It is essential that all the stakeholder expectations are documented, that they are agreed upon upfront, they are reasonable and that they form the blueprint for the delivery.

2. Too much rush

Rush has become the norm. Rushing increases the risk that important details will be missed and that quality will suffer. Less time does not mean less cost. When you pay more to get less you depreciate your marketing investment.

Remedy: Rush may be unavoidable….

Written By   Jon|Advertising Truths, B2B, B2C, Marketing Strategy, Uncategorized|Comments Off on 5 reasons why your marketing might cost more than you think
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TRAVERSE MARKETING

You have your product and your partners in place and core of customers that value what you offer who maintain your cash fl ow and profitability. Opportunities beckon in other markets, providing chance to duplicate your success. You scope out thepotential and speak to a few people. The board is supportive, you give it your best shot and in a few months you are seeing a sizeable return on your investment. If only it were that simple. For more see: Traverse Marketing

Written By   Jon|B2B, B2C, Brand Integrity, Customer Focus, Marketing Strategy, Sales & Marketing, Uncategorized|Comments Off on TRAVERSE MARKETING
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Marketing Brief

Redefining your assets.2

Written By   Jon|Marketing Strategy|Comments Off on Marketing Brief
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The 180º Right Turn

After doing a 360º About Face (see last entry) you will now be able to see yourself as your customers see you – not through your well-groomed surveys – but through their values and where and how you fit.

Which means you can make the right move (turn), to build your marketing programs and messaging from the customer’s perspective – opposite (180º) from the way you were facing in your previous marketing endeavors.

Anecdotally: I recently spoke with a senior executive in one of Dell’s divisions. Their internal retrospective critique was that Dell had focused too much on pricing in its messaging. While listening I did a quick 360º About Face and said to myself: “I didn’t buy Dell for a discount product. I bought Dell because I could get what I needed faster and to my door without paying for things I didn’t want.” In fact I don’t think I…

Written By   Jon|B2B, B2C, Customer Focus, Marketing Strategy, Relationship Marketing, Uncategorized|Comments Off on The 180º Right Turn
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The 360º About-Face

I was once told that the furthest two points on a circle are right next to each other, because you have to travel the entire circumference to connect them. Sound silly? Try to draw a circle without connecting two points next to each other. You can’t do it. The paradox that the closest and furthest points of the circumference are adjacent is an interesting metaphor for how to miss or connect with customers.

As marketers we tend to look at the market through the lens of our brand, product or service and accept whatever filters through. We define the product based on its finest qualities and spin these into potential benefits, having first made sure of competitive qualities through price, performance or appeal. It is a product-centric model: the product is at the centre, and its radius is a function of market segment and reach. Customers fill in the area…

Written By   Jon|B2B, B2C, Brand Integrity, Customer Focus, Marketing Strategy, Relationship Marketing, Sales & Marketing|Comments Off on The 360º About-Face
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Jon Sherrington

Owner, Strategist, Writer – Hydrogen Creative Inc.

May 1996 – Present

My role is to provide strategic marketing guidance to clients to ensure their objectives are attainable, remain in focus and the communications solutions work.

My expertise is in how to realign goals-oriented brands, products, services or businesses to customer values to build loyalty, frequency and continuity.

  • Attracting Customers
  • Building Relationships
  • Eliminating Competition