Once upon a time, in the kingdom of restaurants, retail and service providers, there was a business trying to attract more
customers. The competition was strong and not easily defeated. Their training was old school, tried and true.
First, they canvassed the existing clientele looking for clues on how to be more appealing. After all, this type of survey was a “best practice” of some of the most successful companies.
Results were analyzed and changes were made but the difference in revenue was hardly noticeable. The business owner pondered the next move.
First, they canvassed the existing clientele looking for clues on how to be more appealing. After all, this type of survey was a “best practice” of some of the most successful companies.
Results were analyzed and changes were made but the difference in revenue was hardly noticeable. The business owner pondered the next move.
Slaying the dragon - part 2
Traditional media advertising was ramped up because it was a tactic that had also worked in the past.
Again, a practice often employed by the best companies. The business was confident in their product lines and their staff. New creative was commissioned from an ad
agency. More ads were purchased in more places
in the belief that a “media mix” was the elixir. Still, the financial needle barely
moved. The ads looked great, or so they thought, but the campaigns
were too short and lacked the frequency required to be remembered. The ads got lost in the clutter. The message wasn't relevant nor was it sticky. The business owner had listened to bad advice.
The marketing budget was almost gone
They tried a contest with a large cash prize, but soon learned that the same old contest players were the only entrants and their loyalty was fleeting at best. The big contest did nothing to grow the customer base.
After months of using the same old methods and spending thousands upon thousands of dollars, the business was no further ahead. Now, the business owner was stumped and didn’t know where to turn.
After much debate and the writing down of ideas on a big whiteboard, a hand was raised in the back of the room. A part-time kid with a Smartphone said “let’s get social”.
When asked what he meant, the kid said that he’d already tweeted his followers about this meeting (hash tags - #mgmtclueless or #mgmtepicfail) and his followers said the business wasn’t cool and had a bad website.
When asked for the meaning of “cool”, the part-time kid explained that the business was not communicating effectively with its current and potential customers using the social media connections in the new mobile world without borders, where Smartphones and ipads were carried in pockets and purses. He and his friends also knew that when the business was Googled, the company website was nowhere to be found.
The entire room went “hmmmmm!”
Technology had given the customers in the kingdom of restaurants, retail and service providers, a handheld
device with a computer, a keyboard, a high-end camera for both still photography
and videos, and the ability to connect to the three biggest social media networks in the
world, Facebook, YouTube and Twitter. Communication with friends across the land was instant!
If the story being told in words or video were to go viral, thousands, even millions of socially connected people would know about it and all this without advertising budgets or dancing bears.
The customer experience had moved beyond the brick walls of the business into the virtual world of the internet, never to return. Had they uncovered the magic needed to slay the dragon? The business owner was awakened to the realization that the world had changed.
If the story being told in words or video were to go viral, thousands, even millions of socially connected people would know about it and all this without advertising budgets or dancing bears.
The customer experience had moved beyond the brick walls of the business into the virtual world of the internet, never to return. Had they uncovered the magic needed to slay the dragon? The business owner was awakened to the realization that the world had changed.
The End
It's a recurring theme. I would never say that advertising doesn't work, because it does, especially radio, when done right. - (Roy H. Williams).
However, a business without a great website and without a social media strategy is doomed to mediocrity and stagnation. No amount of advertising and promotion will make much difference unless conversations with customers and potential customers are active and satisfying. So, use the money you have, wisely! And, do things with the new order in mind.
It's a recurring theme. I would never say that advertising doesn't work, because it does, especially radio, when done right. - (Roy H. Williams).
However, a business without a great website and without a social media strategy is doomed to mediocrity and stagnation. No amount of advertising and promotion will make much difference unless conversations with customers and potential customers are active and satisfying. So, use the money you have, wisely! And, do things with the new order in mind.
- Review all aspects of your business.
- Get your website and social media strategies in place and tell your story.
- Advertise your brand and your core benefits.
- Dogleg Marketing - Kim Lawton
- All She Wrote Consulting - Allison Markin
- Top Dog Social Media - Melonie Dodaro
Hmmmmm!
Your business is a a reflection of you
I leave you with these lyrics from the great Randy Bachman.
Taking care of business every day
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