#DellCAP: Have You Got the Right Model for Your Ideal Customers?

Filed Under Marketing, Successful Blog | 7 Comments

Have You Really Thought about the People You Want to Reach?

At the recent #DellCAP Days meeting in Austin, we — 15 customers and C-Level folks from operations and customer service — had an interesting discussion about sending customer service offshore.

When asked about it, the Chief-of-Staff gave a most honest and simple response that they felt that people wouldn’t be willing to pay the higher price for computers it would cost to keep those services in the U.S.

DELL is going for operational excellence in delivering there product. Operational excellence is a low-cost, reliable product with less customization and lower service.

The question came up … Is that attracting the market you want?

Every market falls into three tiers:

operational excellence … think Southwest Airlines
An operational excellence model attracts customers who care most about price. Their loyal is lower. A second high value needs to hold them when a still lower price becomes attractive.
customer relationship … think Zappos
A customer relationship model attracts customers who care about their individual experience. They want customization that suits their lifestyle and their values. They’re willing to pay more for what they value — service or commitment that is tailored to them.
product innovation … think Apple
A product innovation market attracts early adopters and prestige buyers. This group is willing to spend more to get high performance and to be the first on the block who owns the shiny new object. They are also willing to pay a premium price for a one-of-a-kind experience.

As you can see each tier’s model attracts a different customer.

Whether we’re DELL or a solo service professional, we need to make sure our price / value model matches the customers and the market we can reach and those customers we want to attract to us. If you want fiercely loyal customers,

Know why people are buying what you offer and know that price will always drive your loyalty relationships. If you attract people who buy for price, they will leave if you no longer hold the lowest price in the market. Build in other values to protect your loyalty. Southwest has outstanding “fun” as their price value-added.
Incorporate barriers to entry to reduce the threats to your value-added. Zappos has established a “story of service” that underscores their outstanding commitment to relationships and empowered, happy employees who serve individual customers in unique and personal ways.
Be the “first hired and first trusted” to serve your most loyal fans. Value what your customers value. Apple doesn’t appear to let other price points or other offers change their dedication to building in “childlike wonder” into every innovate design they offer. They also realize that their most raving fan- customers will forgive a few glitches to be the first to own the newest Apple products.

All three tiers can offer great customers for the business who serves them.

Have you got the right model for your ideal customers?

–ME “Liz” Strauss
Work with Liz on your business!!

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A Dozen $100,000 Brand Ideas for Celebrating Our Heroes Through Social Media

Filed Under Marketing, Motivation/Inspiration, Successful Blog | 8 Comments

I’ve been reading about the history of Memorial Day, before it became about blow-out sales and backyard bar-b-ques.

And the words I’ve found take me back to when my mom still called it “Decoration Day.” She’d buy a paper poppy from the man at the VFW to put in the button hole of my coat. Then she’d take me with her to put flowers on the graves of those we love who lay sleeping while we could still stand, reflect, kneel to say, “thank you.”

Memorial Day is about gratitude, reconciliation, and honoring heroes who paid the ultimate price. They gave and we got.

Rebranding Memorial Day

In his series for Fast Company, Steve McCallion says:

So far we’ve explored how Memorial Day lost its meaning, but how can we get it back? How can we remember Memorial Day in a way that is authentic and relevant today? In this era of instant gratification, can we come together as a nation to recognize the sacrifices that have been made for our freedoms?

Click through on the image for his marvelous ideas on how to rebrand to remind us what Memorial Day means.

A Dozen $100,000 Brand Ideas for Celebrating Our Heroes Through Social Media

Social media is about honoring our heroes and connecting people, isn’t it? If anyone knows how to do that we do … big companies, little companies, individuals don’t need to do much to put the celebrating and gratitude back into remembering those who sacrificed for our freedom.

Here are a few ideas …

Apple might sell a limited yellow version of the iPhone — or simply choose any yellow iPod product — to donate a portion of sales to hire a social media team to help the White House Commission on Remembrance or The Memorial Day Foundation get their message out next year.
3M might build a Post-it Note Quote Community by inviting friends and families to publish quotes of their fallen heroes.

My son would always smile and say, “There’s lots of apple pies, but I’ve only got one mother.”
Berskshire Hathaway might find a volunteer team of social media mavens among their thousands of employees. If that team put out a penny-match challenge, I bet they could pitch a penny campaign that would travel across Twitter and fire through Facebook. Perhaps the collected money go toward health insurance or college scholarships for children of fallen soldiers.
Johnson & Johnson already has communities of nurses and caregivers. They could send out a call via their site, Twitter, and Facebook. They could connect with nurses and caregivers who have shared the final hours with fallen soldiers. Imagine the wealth of history in those stories. If they partnered with the VFW or the Military Channel, that content could make an incredible interview series.
Kodak or Polaroid could build a YouTube channel or a flickr collection for customers and employees to retell the stories of fallen soldiers. With the help of Scholastic, they package them as primary source materials with lesson plans for teachers to share with kids studying history. Teachers could upload comments, videos, and new ideas to add to the community.
Kraft Foods or ConAgra could build the recipe book of heroes. How hard would be to use social media to ask the families of fallen soldiers to share the favorite recipes of loved ones who served our country? Imagine if the Food Channel cooked each recipe and shared the videos on YouTube?
Hallmark Cards or American Greetings could invite the families of fallen soldiers to share cards they received from our heroes and tell the stories behind the cards. Suppose they tweeted a new free Hero ECard for a year?
Starbucks or Panera Bread might print the pictures and a simple memorial statement on the cups that hold their coffee and tea. Folks could Tweet and Facebook their nominations.
Lands End or L.L.Bean could offer a yellow ribbon discount to honor fallen soldiers. Instead of a promo code they might ask for 140 characters in tribute to our heroes. The promo codes could forward to Twitter, FriendFeed, and Facebook.
Sony Music or Universal might put together a collection of songs for heroes by celebrity artists and donate the proceeds to HireHeroes. The songs could be on blip.fm and tweeted. We could DJ a Friday night hero Twitter party.
Netflix could partner with the major studios to sponsor a $1 day of movies and documentaries about our heroes. Ambassadors from families could help chose the appropriate titles and be featured as recommending them. MailOurMilitary.com and milblogging.com might help promote a cause like this one. Netflix might challenge corporations and foundations to add matching funds to support grants to families of fallen heroes.
Southwest Airlines, Marriott, and CNN might partner to offer veterans incredible deals to gather together in D.C. on Memorial Day 2011 to share the stories of fallen heroes.

What would the companies and brands get? They’d get the respect and loyalty of employees and customers who honor our heroes. People remember generosity that connects them to authentic, relevant meaning.

Any nation that does not honor its heroes will not long endure. – Abraham Lincoln

Isn’t that also true of our businesses?

I know you probably see a thousand ways to expand on each of these ideas — ways that each could be tweaked or twisted to fit another business. Take ‘em and use ‘em. I’d love to hear how you might re-invent an idea or what new ideas came to mind while you were reading.

How will you remember our heroes?

–ME “Liz” Strauss
Work with Liz on your business!!

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What My Boss Doesn’t Get About Social Media

Filed Under Marketing, Successful Blog | 14 Comments

My Failure to Sell SOBCon2010 to My CEO
A Guest Post by Old Lady Swenson
(not her real name)

I’m coming off of a failed sale of SOBCon2010 to my CEO. I thought I had done a stellar job of selling the event and investment by outlining the ROI from the last event I attended, providing detailed event information and correlating it to his business, writing a blog post as part of BlogItEarnIt to get a discount and even facilitating a phone discussion between my CEO and Liz. With all of this, his response was, “I just don’t see the direct benefit to the company.” As the result, the lovely Liz Strauss asked me to share a bit about “What my Boss Doesn’t Get About Social Media” anonymously. It goes something like this.

I’m marketing communications manager at a small company and formerly occupied agency roles at two different integrated marketing agencies. I’m a practitioner and eternal student of social media (as part of broader strategy); have developed and implemented various social media activities for clients in both B2C and B2B markets, as well as the organization in which I currently work.

When I was recruited to my current position, I had not yet had the pleasure of working for the entrepreneur. This excited me because of the promised opportunity to innovate and own a big chunk of the company’s mar comm responsibilities. Social media implementation was a large part of the discussion during the interview process and the CEO played very excited about exploring this new territory.

What came to be shortly after my hire was the elimination of the president (my champion and broad thinker within the company), a modified compensation plan that revolved around non-innovative tactics and an overall unsuccessful road that would ensure failed marketing execution and poor quality leads for the sales people because of the CEO’s one-track vision of how to bring home the bacon.

While by no means an exhaustive list, these are some of the things my boss doesn’t ‘get’ about social media, marketing and business that make my job and success very difficult:

He thinks his products and services are God’s gift and that everyone should want them. What my CEO doesn’t understand is better said by my buddy Chris Brogan, “No one cares about your dumb thing.” My CEO believes that pushing one-way messages out is very effective and will get leads in the funnel. Sadly, at one time, this was true because the communication model in place supported a one-to-many distribution. This is no longer true or particularly effective in most circumstances. What is completely unapparent to him is that the quality of the leads obtained in this way are significantly less valuable than if we created a central communications hub and supporting distribution channels that make the user experience simple and actionable for a wide range of users.

Conversations yield. People no longer have to be talked at. The people have the power because we now live in a world of democratized communication. The people have the same publishing tools and more robust communication means than most professional media. The CEO uses these tools himself (EBAY to purchase his vehicles, Trip Advisor to plan trips, Consumer Reports to source for information, etc.), but doesn’t realize that others use these tools similarly to determine their potential purchase of his product or service.

Content, not SEO reigns supreme. The main communication strategy (set in place before my arrival) is to have two Web sites in the top five of Google. While successful in that criteria, the conversion rate is horrible because the sites are optimized for the company and product, not people and what may be most useful to them. When people search and land on any Web site, they are able to make decisions based on the content provided, ease of use and the ability to easily take action. If they don’t find these things they will leave and find it elsewhere. Choosing to be number one with few conversations, rather than give your customers the most simple and effective path to your solution is silly.

This is a much longer story and there is so much more that ‘my boss doesn’t get about social media,’ but what’s been a great take away for me moving forward is:

Social media as it pertains to the organization, is not about the tools and what can be done, but about a culture that has; a sincere desire to learn, grow, be uncomfortable, potentially fail, want to truly connect its customers, and above all, the continued willingness to do these things to deepen connections and relationships that yield. Upon this, something great can be built.

I look forward to finding that place someday.

A big thanks to Liz for spending 30 minutes on the phone with my CEO trying to educate him on the value of my attendance of SOBCon and for everything elseJ.

—–
Old Lady Swenson (not her real name) works as a social media director for a midwest company that’s trying to grow through lead generation. As you might guess, her job is difficult.

Thanks OLS for the insights into managing up!

What doesn’t YOUR boss get about social media?

–ME “Liz” Strauss
Work with Liz on your business!!

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How to Enlist Awesome Sponsor Partners for Your Projects

Filed Under Business Life, Comments, Successful Blog | 4 Comments

The Art of Finding Great Partners

As the co-producer of SOBCon, a small event conference, I had to invent a few things about working with sponsors. It took a while to build and explain the value proposition for an event that only offers 150 attendees. Yet, those weren’t just any 150 and my goal was to entice, encourage, and enlist the most awesome sponsors to invest in making it work.

Last week I wrote a blog post about the 6 Cold Truths of Building Business. Two points in that list really apply here. Take a minute to go read it if you haven’t had a chance to; then come back here.

Learning the art of finding great partners might be the biggest value of my business career. I’m delighted to be sharing what I’ve learned about finding great sponsors with you.

How to Enlist Awesome Sponsor Partners for Your Projects

How often does it happen that we get emails often from complete strangers, requesting our time, resources, or money that outline what our investment will do for person asking? For me at least, it happens more and more. It’s a sadly tuned request that only lays out the benefit to the person who is asking. No giver has resources to answer every one-sided request generously — it’s not good friendship or good business. How would the giver ever survive?

Whether you’re looking for a sponsor to send you to a conference or someone to support your newest project … you have to make it in the best interest of the people who might help.

Here’s how to entice, encourage, and enlist awesome sponsor partners for your project.

Do your homework. Know what you have to offer. What about your event or project might be attractive to what sort of partner? Find out how folks value it. Be ready to walk in with an broadly sketched business plan that considers what the exchange of value will be.
Choose your partners. Don’t ask everyone. Look at what you’re doing and find the ideal match for the event or project you’re building. It will be so much easier to connect and collaborate if you can explain to a potential partner how you already see them participating in a meaningful way.
Start with asking them, “what are your goals for the next two quarters?” Then listen. Listening lets offers a chance to adapt what you’re doing to include something that fits the sponsor irresistibly.
When you hear a goal that aligns with yours, suggest how you might be more efficient working together. Negotiation is aligning your project goals with the goals of the folks you want to buy in. Sit on the same side of the table and align what you want with where they want to go.
Last word: Love your sponsors and the sponsors of any event or project that you enjoy! Sponsors make all of our lives easier.Talk about them. Write about them. Personally thank them for all they do for us! Give them lots of reasons to be pleased, proud, and ready to come back. You can bet that helps when we ask them to sponsor again!

A great example might be …
If you want a sponsor to send you to a social media (or SEO or education) conference or workshop, research to find a local business that wants to get involved social media. Ask for a meeting to discuss how you can help each other. You might suggest that they send you to the conference and that in return you spend 4 hours with their team teaching them what you learned.

Even if they don’t have the budget, you’ve made call on a local client who’s interested in social media (or SEO or education). You’ve started to establish yourself as an expert. You may find other business come from it.

Show how doing what you want will make them a hero, get them closer to their goals in ways that are easier, smarter, and more meaningful. Look for how you can make folks feel proud and smart to be a part of what you’re doing, you’ll find someone who wants to invest in what you’re doing.

I’m pleased to say that SOBCon2010 has an incredible list of sponsors, including Intuit, Allstate, ReveNews, Smart Brief of Social Media, and IZEA. Every one of them has been a pleasure to work with. We’ll be announcing a few others soon!

Any questions about getting awesome sponsors?

–ME “Liz” Strauss
Work with Liz on your business!!

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Register Now!! for

Win a FREE SOBCon Weekend — $2000 Value !! AND Get a Discount Code to Explode Your Network!

Filed Under Community, Great Finds, Marketing, Successful Blog | 27 Comments

150 People to Fine Tune Your Web Presence

Suppose you could take a weekend retreat away from the noise of the Internet …

to focus entirely on your business
to work with the support of a mastermind team
to get quality time to interact with the top people in social media
to get the best information AND time to discuss how you’ll apply it
to work with sponsors who are doing the same thing
in a room limited to 150 people — all focused in the same direction
without worry because the food and the wireless are outstanding.

Imagine a weekend work retreat with these people totally invested.

Would you write a blog post to get a chance to win a FREE SOBCon Weekend?

An Expense Paid Ticket!! AND the Return of The BlogIt EarnIt Discount

I’m delighted to announce that Terry and I get to make this offer …

We had such fun last year with the SOBCon “BlogIt, EarnIt” discount. We’re bringing it back again. Again this year, we’d like to hear from you — this time about what “The Virtual Meets the Concrete” means to you. We want to celebrate how our relationships online help our lives and businesses online and off.

Tell us why online and offline relationships and strategies matter.

Here’s how to qualify for the discount and enter to win

1. Write a blog post about a person (or people) online who has (or have) made a difference in your life. Celebrate how they have made your life easier, better, smarter, more productive, more meaningful.

2. Then let us know by tagging your post #SOBCon2010 and leaving a comment on this post. Include a working email with your comment and as a thank you for sharing your story, we’ll send you a special code to take $250 off the $895 FULL conference rate – that’s over a 25% savings! (We won’t use your email to spam you.)

We’ll also tweet your blog post so that we can celebrate the folks we all think make us stronger.

Get your posts up before Noon EST on February 14th, 2010, and noon EST pm the next day (February 15th), to kick off a special SOBCobn2010 Webinar with Chris Garrett, Chris Brogan, Amber Naslund and Liz Strauss (details coming soon), we’ll put all of the entries in a random drawing and choose one lucky winner who will receive:

a free ticket to SOBCon2010 – $895.00 value
airfare and three nights at Hotel 71 – up to $1105 in hotel and airfare

A total package value worth as much as USD $2000 – nontransferrable, nonrefundable

Blog your thoughts, share it, link it back to this post, and broadcast it on Twitter (hash #blogitearnit). We’ll also encourage you to link to the SOBCon blog for others to see and learn. And remember as a thank you for sharing your story, we’ll send you a special code to take $250 off the $895 FULL conference rate – that’s over a 25% savings!

Or, if you can’t make to SOBCon2010, you could “pay it forward” and pass the discount on to one of your friends — or offer it back to us as a gift for us to pass on for you.

We’re doing everything we can to bring you all the value, the experts and expertise, and the time to work and network that you need to make your business outstanding and extremely profitable in 2010.

What could you do with a weekend of the time, expertise, and support you need to focus your business?

We’re all coming for the same reasons.

–ME “Liz” Strauss

Register for SOBCon2010 NOW!!

Make the investment.

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Liz Strauss at Successful Blog

Thinking, writing, business ideas … You're only a stranger once.

Have You Really Thought about the People You Want to Reach?

Rebranding Memorial Day

A Dozen $100,000 Brand Ideas for Celebrating Our Heroes Through Social Media

My Failure to Sell SOBCon2010 to My CEO A Guest Post by Old Lady Swenson (not her real name)

Buy the ebook. Learn the art of online conversation.

Register Now!! for

The Art of Finding Great Partners

How to Enlist Awesome Sponsor Partners for Your Projects

Buy the ebook. Learn the art of online conversation.

Register Now!! for

150 People to Fine Tune Your Web Presence

An Expense Paid Ticket!! AND the Return of The BlogIt EarnIt Discount

Here’s how to qualify for the discount and enter to win

Register for SOBCon2010 NOW!!

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My Failure to Sell SOBCon2010 to My CEO
A Guest Post by Old Lady Swenson
(not her real name)