Few of us would argue that going through airport security is one of the most unpleasant parts of travel. It's annoying, stressful and invasive. Yet on a recent trip, I noticed that the Transportation Security Administration (TSA) had put some effort in to their marketing of the experience - techniques that can work for your business, too.
- Clearly state your business goals, and repeat. On every sign, the words "Our Goal is Your Safety" are printed. Now, I SHOULD already know this, right? Of course, the TSA isn't there just to annoy me. But when I'm stressed out, these little words help me keep things in perspective.
- Build Personal Connections. One of the signs had a picture of a nice looking young man in a TSA uniform, telling me he was a Marquette student working towards a criminal justice degree. Hmm, perhaps these TSA workers ARE human, after all…
- FAQs. OK, WHY do I need to take off my shoes and jacket again? Clear explanations for frequently asked questions appear on monitors scattered along the line.
- Make 'em smile. In Milwaukee, a big sign hangs over the tables for reassembling bags and shoes that says: "Recombobulation Area." OK, they made up a word. But it's the perfect way to put some humor into the undignified reassembly process, making it a little more bearable.
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So at an unlikely place, we can see the power of clear communications to serve your business goals, make your customer less anxious, and your employees less stressed. And that's the power of good marketing!
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Goal: Increase bookings for sand and recoat business
Tools: Layered print advertising and past customer email promotion
Wicks Wood Floors wanted to contact past customers with a special offer on sanding their existing wood floors. They sent an email promotion designed to reflect their existing brand and print advertising to these past customers. Within a day or two of the promotion going out, they'd already had several phone calls.
The whole process was easy and inexpensive, and best of all, trackable! Campaign reports showed that 32% of their recipients opened the campaign, and 16% clicked over to their website to get more information. |
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Wow, this social media thing is getting crazy out of hand! Every day, all the new info you need to know can be pretty overwhelming. Our latest take? Yes, there is a ton of potential for many businesses to grow using social media methods -- but that doesn't mean you don't still need to have a solid marketing plan and strategy behind your methods.
Social media is just the latest technology tool to create community, value and relationships with your customers. Is it right for you? The only way to find out is to get started. Try out Linked In or join our MOD Marketing Roundtable on Facebook and see what all the buzz is about. |
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March 2009
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