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Doug - you are an inspiration. Thanks for being a constant reminder about the importance of reading. Keep being relentless.
4 months, 2 weeks ago on My Vision for the #1000Books Community: Read, Discuss, Understand
Jeannie - you make some salient points, but I think you are taking a narrow view of what marketing is. It is no longer just about the prospect. The customer experience is definitely part of marketing.
Regis McKenna made the famous quote in the Harvard Business Review back in 1991, "Marketing is everything and everything is marketing." He asserted there's a new paradigm for marketing, a model that depends on the marketer's knowledge, experience, and ability to integrate the customer and the company. He suggested that marketing is like quality. It is not a function but an all-pervasive way of doing business.
Even the AMA takes a broader view. According to their site, "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."
I believe the CMO of the future needs to more concerned about the customer than the prospect. They should focus less on the communicating and concentrate on the delivery. Too many view the experience as an expense, rather than an investment in their brand.
My goal is to shift focus and dollars in marketing from the prospect to the customer. A brand is merely a promise. The old school view of marketing were the words and images that conveyed that promise to prospects. The experience was the delivery on that promise to customers.
The experience doesn't replace traditional marketing, but it is definitely part of marketing. And I believe its a much bigger part of marketing today.
6 months, 1 week ago on Customer Experience Is NOT Marketing
Sam, even though you are vertically challenged . . . I'll always have to look up to you Sensei.
You're dead on regarding leadership and conviction. This requires a total paradigm shift for management. You can sum it up in one sentence, "It's a commitment, not a campaign." There are no shortcuts on the extra mile.
My goal is to inspire leaders to make that shift. Invest in employees and customers before bowing to shareholders or chasing the prospects.
Thanks for the plug on the books. I've amassed over 2,000 examples of companies who practice marketing g.l.u.e. (marketing by giving little unexpected extras). Here are slideshares previewing both books:
What's Your Purple Goldfish -12 Ways to Win Customers and Influence Word of Mouth
What's Your Green Goldfish - Beyond Dollars: 15 Ways to Drive Employee Engagement and Reinforce Culture
My latest conversation: Tips For Engaging Your Employees in Company Marketing Efforts
7 months, 2 weeks ago on Customer Experience is the Only Competitive Advantage Left
Great post Sam. We rarely see eye to eye, but I couldn't agree more. To tweak a famous line by William Jefferson Clinton, "It's about the experience stupid."
Marketing at its essence is the quest for differentiation. You need to find ways to stand out from your competition. How can you add value and become a talk-able by design?
Social media is not the answer. It's only part of the answer. You need to get the experience right first. @PeterShankman nailed it this week, "Take care of the customers you have . . . and they'll bring you the customers you want." You need to give your customers something to talk, tweet, blog and post to Facebook about.
"The longest and hardest nine inches in marketing is the distance between the brain and the heart of your customer"
Thanks Jeannie. I'm so glad you enjoyed the book. My goal is for it to inspire action. I'm giving away the eBook today (April 5th) through midnight. Here is link for your readers:
My latest conversation: What you really need is a Stripy Goldfish. Guest post by James Lawther @SquawkPoint
8 months, 1 week ago on Money As a Motivator: Not What You Think
@shawmu @tedcoine Thanks Shawn. My mission is to help shift focus towards employees and the importance of culture. I'm making the eBook free on Amazon between April 1st and April 5th http://www.amazon.com/Whats-Goldfish-Beyond-Dollars-ebook/dp/B00C11XJ7W/
My latest conversation: What's Your Green Goldfish featured on The Engaging Brand podcast
8 months, 2 weeks ago on Foreword for What's Your Green Goldfish by @TedCoine
@Al Smith Thanks Al for your support.
@Curtman40 Vital investment. I totally agree.
My latest conversation: Attention: @BestBuy and @Yahoo. It's easier to give than it is to takeaway.
9 months ago on Building Minds at Hoar Construction
Great points Jeannie. It needs to be relevant to the brand and add value to the experience. If it doesn't meet those two criteria, then I shall steal a line from Mel Brooks' Blazing Saddles, "Badges, we don't need no stinkin' badges. http://www.youtube.com/watch?v=TFwprS_L6tg
PS - Mel stole the line from the 1927 novel The Treasure of Sierra Madre.
My latest conversation: In marketing, actions speak louder than words. What's your frugal wow?
9 months, 1 week ago on The Gamification of Experience
Great post Daniel. There is no such thing as meeting expectations. You either exceed them or you fall short. If you aren't practicing marketing g.l.u.e (giving little unexpected extras), you are destined to wallow in the sea of sameness.
My latest conversation: Employee Recognition. Let's talk about the elephant in the room @valtech_fr
9 months, 2 weeks ago on Customer Experience: Why Mediocre is the New Bad (Video)
Great post Margie. Focus on the one in your hand, rather than the two in the bush. Retention is the new acquisition.
My latest conversation: Recognition and 50 shades of green @sweetgreen
10 months, 1 week ago on Customer Acquisition is Just The First Step
Sam - let's hope this is not just lipstick on a pig. Because we all know its impossible to make chicken salad from chicken sh*t.
Let's hope they have listened to the voice of the customer and figured out ways to make meaningful changes to the customer experience.
Let's hope this is a beacon . . . a small signpost on the journey back to winning the trust.
Let's hope there is something behind the branding. More stars and less strifes.
10 months, 3 weeks ago on American Airlines Rebrand – Lipstick on a Pig
@MaureenMonarch Thanks Maureen. Seth Godin was a big inspiration, but the reasoning for purple is that it is one of the three colors of Mardi Gras. I wanted a direct correlation to New Orleans as it was the birthplace of lagniappe. What's Your Purple Goldfish is the first book in a trilogy. I'm currently about halfway through the Project for the second book which is the green goldfish. http://list.ly/list/1OE-green-goldfish-project Green represents the little things you do for employees. It works on the premise that happy employees create happy customers. The last will be the Golden Goldfish. Gold will explore how you reward the top 20% of customers and employees.
The goldfish relates to size and growth. I wanted something small and I was fascinated by the factors that influence the size of a goldfish. Unfortunately no direct relation to Pike Place Market and the FiSH philosophy.
I'll be interested to hear your thoughts as you delve further.
1 year, 1 month ago on Being Better, Being Different, and Your Purple Goldfish
Glad to hear you've enjoyed the book. More importantly I'm thrilled that it has inspired you towards action.
Lots of strong insights on your review. You are absolutely spot on. Just saying you are "better" isn't enough. Actions speaks louder than words. Everyone says they want to go to heaven, but few are actually willing to pay the price. One of my favorite quotes in the book is from Roger Staubach who eloquently stated, "There are no traffic jams on the extra mile."
To set the record straight, your KIVA purple goldfish does qualify. One of the 12 types are those little extras that 'Pay It Forward'.
Thanks for taking the time to share your thoughts. I hope other readers in the community are motivated towards action. To that extent, here is a little extra for your readers. A link to an executive summary of the book on Scribd: http://www.scribd.com/doc/77302823/What-s-Your-Purple-Goldfish-Executive-Summary
Furthermore - I'd love to give a copy of the book to one of your readers. Best comment . . . best example . . . best critique . . . you decide.
"The longest and hardest nine inches in marketing is the distance between the brain and the heart of your customers and employees"
Sam - let's not throw the baby out with the bathwater. While I agree that some posts can border on the ridiculous, the use of analogy can be a powerful tool.
According to Wikipedia, "Analogy is a cognitive process of transferring information or meaning from a particular subject (the analogue or source) to another particular subject (the target). Analogy plays a significant role in problem solving, decision making, perception, memory, creativity, emotion, explanation and communication. It has been argued that analogy is "the core of cognition."
One of the posts in your 'signs of the Apocalypse' section is the subject of an upcoming book by Jackie Huba @jackiehuba called, Monster Business: Loyalty Lessons from Lady Gaga. I've heard Jackie speak about Lady Gaga and I look forward to learning more about her six lessons in 2013.
Let's let the reader separate the wheat from the chaff.
PS - As far sending me the additional posts for commenting . . . don't bother as I already have the book 'Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History' by David Meerman Scott @dmscott and Brian Halligan @bhalligan
1 year, 1 month ago on Breaking News: The Blogosphere Will Self-Destruct In The Year 2013!
A classic tale Sam with a twist. Thanks for sharing.
I'm heading to Toronto as we speak (courtesy of VIA rail). Look forward to seeing you at IMPACT99 and sharing a beer or three.
1 year, 1 month ago on Adopting a New Perspective on Success
Love #20 Margie. Love, love, love.... love is all you need. You have it in abundance.
The longest and hardest nine inches in marketing is the distance between the brain and the heart of your customer.
1 year, 11 months ago on The 20 songs the Beatles wrote about Social Media engagement
samfiorella Thanks Sam. One of my favorite quotes is from Roger Staubach. "There are no traffic jams on the extra mile." The little things can make the biggest difference.
1 year, 11 months ago on 12 Most Unique Examples from The Purple Goldfish Project
PaulBiedermann That's it. You and I are going to dine @Besito. #usguys The core product is excellent (guac) and the lagniappe is dreamy.
AmyMccTobin Thanks Amy. I hope it helps. My goal is to try to shift a mindset. Take care of the one in "hand" as opposed to the two in the bush.