Monday, March 14, 2011

Teaching the old dog: Give it time

I have two grown sons. When they were teenagers, I tried very hard to be "hip" in their minds. (The problem is, even saying the word hip isn't very "hip" to a teenager these days.) But, as other parents of teenagers have learned, the harder you try, the harder you fail.  I recall once when my youngest son introduced me to a particular band that was hot at the time.  I actually enjoyed that group -- still do -- and that, alone, may have been the only time I really impressed him! It was, alas, a fleeting moment.

It turns out the same is true for Web etiquette.  One of my colleagues at work pointed out that it's gauche to write "Click here to read the article" or "Open this link" when blogging.  Of course, I knew that. Sort of.  I've gone back and tried to repair all of these faux pas in this blog.

Given sufficient time, I will learn all of these rules -- probably just in time for them to be replaced by a new set.  Meanwhile, just for the hell of it, click here.

Friday, March 11, 2011

The secret to great client relationships

I've written before about problem clients.  We all have them.  But the responsibility for client relationships rests primarily with us marketers.

In a recent article entitled "3 Ways To Improve Client Services Success," Lori Goldberg hits the nail on the head: "Too often we let clients tell us what they want without asking why or understanding their needs from a larger perspective. When this happens, it positions the agency as a tactical execution team, rather than a true strategic partner."

Goldberg goes on to lay out her strategies to overcome this problem.  (By the way, in case you're not familiar with the term, KPI stands for key performance indicators.)

Tuesday, March 8, 2011

Mind your core

You hear it all the time from exercise gurus: "Mind your core."  They know that without a strong body core, health and physical fitness will suffer.

The same is true for marketing. It's all too easy to neglect the central part of your business and the reasons customers chose you over your competitors in the first place. In a recent article, Sarah Mahoney quotes Marketing for Dummies author Alex Hiam as saying, "Customers defect more quickly and permanently over core-product issues than over any of the fancy apps and whistles."  And, I might add, clever advertising and the best-placed promotion.