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Posts Tagged ‘Marketing’

It’s not coincidental I’m posting this today, March 23, when there are two major nationwide giveaways. Of course, free is good for us customers. But getting customers in once when you are giving something away for free is one thing…getting them to come back and pay for it next time is another.

So first, to the free offers. Starbucks is hosting free pastry day at its US and Canada stores. Download the coupon to receive a free pastry until 10:30 a.m. with the purchase of a “handcrafted” beverage. They’re also using the event to promote the other ways in which their pastries are “free” – that would be, free of artificial ingredients.

Ben & Jerry’s is hosting their annual free cone day. Anyone can come in and get a free cone between noon and 8:00 p.m. No coupon or purchase is required (though you can probably guarantee you’ll have to wait in line!). Ben & Jerry’s has been doing this for years – as a thank you to their customers.

The intent is clear – besides the good PR, they’re hoping you’ll like it so much that you’ll come back to pay for more. (more…)

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Some companies are much better than others at meeting the needs of customers. This can be a big differentiator – organizations that focus on their customers better will thrive. You can attract a customer once with a low price. But if that product or service doesn’t meet expectations, isn’t supported, or disappoints in any way, customers can, and will, move to a competitor faster than the amount of time they’re on hold waiting for a customer support representative.

customer serviceConsumers will vote with their wallets – and they are certainly willing to vote a company out of business.

This being a customer-focused marketing blog, I wanted to provide a list of companies that are great at focusing on the customer and the experience they have. As a result, these organizations tend to build a loyal customer base – the kind that will increase purchases with time, and that will generate long-term profits. (more…)

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You almost need to be a mathematician to calculate the true cost of an airline ticket these days. Are taxes included upfront? Is there going to be an additional booking fee added? And just what are fees like those for checking bags and buying a snack on board going to cost?

TripAdvisor, perhaps best known for reviews of hotels, is taking the guesswork out of fee calculation with its new flight search tool. At first glance, it works like other metasearch travel sites such as Kayak or FareCompare. These tools search several sites to find the best fare, and allow for customization by departure or arrival time, number of stops or airline. But TripAdvisor differentiates itself by going one step further, with the inclusion of a fee calculator that can be integrated with the pricing results. What a concept, and a win for customers who just want to know what the total cost of their trip will be. (more…)

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Welcome to my blog, Successful Marketing Communications: A Conversation With Customers.

Over the past few years, marketing and communications has changed a lot. That might even be a large understatement. And there are a lot of reasons for this: improved technology, the use of customer data, and fickle customers, just to name a few.

To keep up, companies have had to change the way they communicate. Those that haven’t might be able to survive in the short term, but not in the long term. With retailers and manufacturers trying to match and/or outdo each other, just having a great idea for a product or promotion doesn’t cut it anymore – there needs to be more. (more…)

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