I was watching CBS News Sunday Morning (which may well be the best show on television, BTW). There was a segment on Cheerios — more specifically the marketing of Cheerios. The recent Super Bowl spot featured a mom, a dad and their six-year-old daughter. The premise was that Mom and Dad were telling her that she was going to have a new sister/brother. Cheerios is consumed in the process.
Cheerios, family, kids….it all makes sense — that’s how you sell cereal.
The response on social media was overwhelmingly positive. There were some responses from people that were very upset about the spot.
There are hundreds of people laying on the beach in Puerto Vallarta right now. They are enjoying the sounds of waves crashing and feeling the wind brush against their tanned skin. Naturally, a pale Canadian guy disturbs the tranquility and starts asking them random questions. And yes, I hold up my Social Ambassador badge like it’s a police officer’s identification. Thankfully I haven’t been pepper sprayed by someone I am annoying. Geez, I feel like Howie Mandel.
How do we leave people with a great experience on social media that makes them spread the word about us? When I first started on social media, I was one of those people that signed up, accepted friend invitations and then just watched. I was not really sure about how people engaged and what types of things people engaged with.
We all need to go back to school and learn about the new business model of 2014 as it relates to sales and sales costs. Sales costs in the new model are now more than your sales costs plus your marketing costs. Today, your costs need to include sales, marketing, donations and sponsorships. Every revenue expenditure that touches your audience needs to be part of the new cost of sale equation. Sponsorships and partnerships should be studied and analyzed to give the same scrutiny as the other line items. Sponsorships need to be accountable to your bottom line. The big brands spend a ton on building software and platforms to measure every sponsorship campaign. Many brands have internal digital departments that monitor every activation and audience engagement. Your sponsorships deserve the same level of insight. Make your sponsorships as accountable…
Last week my colleague, Jocelyn Chipman, shared a story about her experience when online shopping. Amazon.com went the extra mile to wow her. But what about the in-person experience? What do consumers expect when they are experiencing face-to-face customer service? For these answers, I went to Dallas-Fort Worth airport — the world’s ninth-busiest airport in the world when it comes to passenger traffic — and asked some travelers.
One of the best feelings you can have is the feeling of being a part of something bigger than yourself. Brands reach deep to find ways to celebrate their customers, in hopes of keeping them coming back for more. … . This is exactly how I feel about my Starbucks Reward iPhone app (http://www.starbucks.ca/card/rewards)
It’s absolutely fascinating how social media continues to shape and evolve our business and that of our customers’ businesses every day — actually every hour, every minute and every second. Whether our customers are donors, members, subscribers or consumers, how we approach, engage and respond with customers dictates how they “feel” about our organizations. It also dictates whether they are motivated to give, join, subscribe or buy from us and whether or not they will remain loyal.
In this corner of the blog we are asking people random questions about their passions and what makes them want to get involved with causes and bettering the world. I can’t promise any hard-hitting questions but rather simple insight into what drives people in such a fast-paced social media’ed world.
It is funny how many different explanations there are for a great experience. Some call it a “wow” factor, which covers a lot of ground and really depends on how the customer is feeling at that moment. I know for myself, little acts of surprise can bring a smile to my face, but only if it is relevant. How we make someone feel is really the WOW factor, the little gestures, the caring, empathy and yes doing some “extra” thing that demonstrates that you know the customer or are interested in getting to know the customer.