Marketing Like a Rock-Star
Posted by Becky Carroll on December 27, 2007
Anyone who has ever been to a rock concert has felt the excitement in the air. Fans are wild about the band’s music, especially when a favorite song is played. Rock-stars can amass quite a loyal following!
Mack Collier of The Viral Garden has written a great post about how to take some of a rockstars “secrets” and apply it to your marketing. Here are the six main themes of his post (be sure to go read it first!), along with some of my additional thoughts.
– Join in with your customer community. Be a fan of your own company and products/services. Do you use your own products and services? You need to be part of the community conversation around your offerings. A great idea is to try and hire some of your fans to work for you! Coldwater Creek reached out to its loyal customers who live near their retail stores to get extra help for the holiday season. What better way to ensure your customers are talking to raving fans?!
– View your company and products the way your customers do. It is too easy to use corporate lingo and assume our customers will “get it.” We need to look at our company using customer lenses. This will help us understand what our customers see in our offerings, how they talk about it, and what motivates them to buy and use our products or services.
– Empower your fans to market on your behalf. A strong customer strategy will build up customer relationships to the point where customers become outgoing advocates for your company and products. There have been many reports lately on customer trust which state consumers in particular trust what others have to say about a product more than what that company has to say. If you are involved in your customer community and are using their lingo/way of thinking, creating customer advocates will be a natural outcome.
– Give customers input, and listen to it. Engaged customers have a lot of great ideas for product or service improvements. This is a good area to use social media in order to create ongoing conversations around products. Just be sure to let customers know their input was heard!
– Have fun with your marketing – and your customers! Mack gives some great examples here of companies who know how to make their marketing fun for all involved. Do it in a respectful way, and you could really get customers talking! How about this idea from David Polinchock over at Experience Manifesto blog on the Volvo “human joystick” game played at movie theaters – by all the patrons at the same time! Here is a video of the experience:
Finally, use your community like Threadless does. Mack gives some great examples of this in his rockin’ post, so go check it out if you haven’t already!
Music definitely has raving fans. Your company can, too, when you decide to talk with your customers instead of talking at them. Listen to their needs, and create your products and services in such a way that your customers can customize your offerings for themselves. Hire great people who have a positive customer service attitude and who love your products. You will then be on your way to having a Customers Rock! company.
(Photo credit: solarseven)
This entry was posted on December 27, 2007 at 9:24 am and is filed under B2B Marketing, Customer experience, Customer loyalty, Customer strategy, Marketing. Tagged: Customer loyalty, David Polinchock, Experience Manifesto, Mack Collier, Viral Garden. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.