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How to Use Marketing Quotes to Inspire and Catalyse Action

Posts which include quotes are amongst the most shared on social media. Everyone seems to love them. This is because they are short, simple and often inspiring. They also usually fit conveniently into the 140 word limit of Twitter posts.

C³Centricity is no exception; our marketing quote posts are always the most popular, year after year. In fact it has become something of a tradition to share a post of the recent and most inspiring marketing quotes during the Summer and Winter vacation breaks.

Here are some we have found recently and love. As usual, we also add our ideas on how they can inspire action in your own organization. We know you will love them too, as you can add them to presentations and reports to inspire and catalyse needed actions and changes.

C Customers in your vision“If your dreams don’t scare you, they’re not big enough.”(>>and%20%23vision” target=”_blank” rel=”nofollow”>Tweet this<<)

Ellen Johnson Sirleaf, 24th & current President of Liberia 

IDEA: If we don’t aim for the stars, we might just end up with a h andful of dirt! Customers want to believe that you can bring them the best experience they can get for the price they are willing to invest. Remember it’s value not cost that really counts. With consumers quickly sharing their experiences online these days, the true value of your products and services is known almost immediately after launch. Make sure yours are worth it, and why not even a little more?

“Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it.” (>>and%20sharing%20it.%E2%80%9C%20Marc%20Mathieu%20[tweetlink]%20%23Marketing%20%23Br and%20%23Truth%20″ target=”_blank” rel=”nofollow”>Tweet this<<)

Marc Mathieu, Global SVP of Marketing at Unilever.

IDEA: It is almost impossible to pretend to be what you are not. As mentioned above, customers share their opinions – quickly – so be the best you can be and proud of it. Aim to go beyond satisfaction to customer delight. Read more about this concept in “ The New Marketing Challenge“.

“IncreasiSegmentationngly, the mass marketing is turning into a mass of niches.” (>>Tweet this<<)

Chris Anderson, Editor-in-Chief of Wired

IDEA: Gone are the days of mass marketing. Customers today expect you to underst and and speak to them as individuals. This can only be achieved through a deep underst anding or their needs, desires and hopefully dreams as well. Use the 4W™ Template  and watch the video series about this topic – both available for download in the members area – to ensure you are going deep enough.

“Marketing is telling the world you’re a rock star. Content marketing is showing the world you are one.”

Robert Rose, Chief Strategy Officer for the Content Marketing Institute

IDEA: Customers aren’t listening as they used to. There is so much “noise” today that they turn off to anything that is not  useful, interesting and relevant to them personally. Make sure you’re sharing what the customer wants to hear and not (just) what you want to tell them.

“Your website is your greatest asset. More people view your webpages than anything else.” (>>anda%20Sibley%20[tweetlink]%20%23Br and%20%23CRX” target=”_blank” rel=”nofollow”>Tweet this<<)

Am anda Sibley, Campaign Manager at Hubspot

IDEA: Do you spend as much on improving your web pages as you do on your advertising testing? If not, you’re probably wasting your online spend, or most of it. Eye-tracking linked to facial coding for emotional analysis, will quickly tell you what needs to be changed, in all your communication platforms.

“What you prefer or what your designer prefers doesn’t matter if it’s not getting you conversions.” 

Naomi Niles, Br and Strategist

IDEA: Apologies to the C-Suite, but your ideas don’t matter that much anymore. OK you still get to approve the budgets, but think customer first when reviewing product marketing, concepts  and communications, rather than expressing purely your own opinion, please.

“The key ingredient to a better content experience is relevance.” (>>and%20%23SMX” target=”_blank” rel=”nofollow”>Tweet this<<)

Jason Miller, Senior Content Marketing Manager at LinkedIn

IDEA: Just because it’s worked for another br and, doesn’t mean it will work for yours. Start with your customers; is it relevant for them? If it is publish; if it’s not, rework it or forget it! Despite what many online articles may lead you to believe, not everyone wants to watch babies or cats all day long, unless you’re following Gerber or Friskies.

“We need to stop interrupting what people are interested in and be what people are interested in.”

Craig Davis, former Chief Creative Officer at J. Walter Thompson.

IDEA: Listening is the new skill that marketers need to learn – quickly! No longer can you talk to customers, they now talk to you and they expect you to listen – really hard!

Storytelling in business“If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.”

Jay Baer, Speaker & Author

IDEA: Make the customer the hero of your story and not your product or service. We all dream of being a hero, so why not grant it if you can? This doesn’t mean that you shouldn’t speak about what you have to offer, of course not. Rather, you should show how your product or service fits into the lives of your customers and makes them easier, simpler or more enjoyable. Remember too, that showing is better than telling. (>>Tweet this<<)

“Either write something worth reading or do something worth writing about.” (>>Tweet this<<)

Benjamin Franklin, one of the Founding Fathers of the US.

IDEA: There is so much information out there, that customers have (too much) choice as to who and what to believe. Make sure you are that one – every time!  It’s customer value that counts, not what the value is to you, to share your information with your customers.

“Content builds relationships. Relationships are built on trust. Trust drives revenue.”

Andrew Davis, Author of Br andscaping

IDEA: Even if the world has and continues to change, it remains built on trust. We spend money on products and services that we trust will deliver the experience for which we are looking. Your content  should provide the reason to believe and help build that trust.

These are some of our favourite marketing quotes of the moment. You will notice that many refer to social media this time. We believe that advertising and customer connection has reached a tipping point, where mass messaging is replaced by relevant, useful information that is also time relevant. Have we missed your favourite? If so, please add below.

Winning Customer Centricity BookThis post includes images from Denyse’s first book  Winning Customer Centricity. You can buy it in Hardback, Paperback or EBook format in the members area, where you will usually find a discount code. It is also available on Amazon, andnoble.com/w/winning-customer-centricity-denyse-drummond-dunn/1121802409?ean=9782970099802″ target=”_blank”>Barnes and Noble, iBook and all good bookstores. If you prefer an Audiobook version, or even integrated with Kindle with Amazon’s new Whispersync service, you’ll have to be patient a little longer.

Halloween Scares & Solutions for Marketing

Halloween is coming, even earlier than usual this year, judging from all the retail displays already in the shops! Although it is now more associated with children dressing up in scary costumes and dem anding “Trick or Treat”,  it is actually a Christian remembrance of the dead on the eve of All Saints’ Day.

So what does that have to do with marketing? Apart from the obvious effort of many companies to include the pumpkin shape, flavour or aroma in almost every product they make, at least in the US, marketing too has its scary moments doesn’t it?

What scares you marketers the most, or to put it another way, what keeps you up at night? One of the most recent studies on the topic, issued a few months ago, comes from The Marketing Institute (MSI) and was summarised by David Aaker of Prophet as seven issues, which he divided into three tiers:

TIER ONE: The hot topics

  1. Underst anding customers and the customer experience with particular emphasis on the impact of social and digital.
  2. Big data and analytics, with how they will impact predictive modelling and the marketing mix.

TIER TWO: The other concerns

  1. Following on from the opportunities of Big Data, the next concern is Marketing Accountability and its ROI.
  2. Developing marketing excellence and the new skills required such as visualisation and storytelling.
  3. Leveraging digital/social/mobile technology and linking it to CRM
  4. Creating and communicating enduring customer value and how to measure it in the social environment.
  5. Developing and delivering integrated marketing

TIER THREE: Previous concerns getting under control

  1. Innovating products and services
  2. Global marketing
  3. Segmentation
  4. Optimizing social contracts

What I find interesting from this and similar studies that I wrote about last year, is the overlap between many of these challenges. Marketers are really concerned about the wealth of information that they have on their customers and how they can manage to turn it all into insights, for more profitable actions and engagement. I therefore thought it would be useful to summarise the “so whats” of all these current challenges and propose actions that will help marketers get these issues under control, so they can change their scares into solutions:

Underst anding the customer experience

SCARE: With the exciting new worlds of social and digital taking up much of the thoughts of marketers, they are struggling to find ways to think integration, but that is the only way to underst and today’s customers. 

SOLUTION: Starting from the customers’ perspective makes looking at the bigger picture much easier. Instead of thinking single channels of communication, think connection and engagement. (>>Tweet this<<). Instead of thinking purchase and loyalty, think advocacy. Creating value for the customer goes way beyond providing a product or service these days. (>>Tweet this<<)

Knowing what to do with data

SCARE: We have gone from an information rich environment to complete data overload. This challenge definitely keeps a lot of marketers up at night. They feel as if they have to use everything available but at the same time are also aware that they are incapable of doing so.

SOLUTION: The answer lies in the old “eating an elephant” solution. Rather than worrying about what is not being managed, marketers should review what they already have, and only then decide what else they could use to help answer all their questions. There is so much information available today that we can’t work with it all, but we can ask better questions that can be answered by analysing this data. Start with the right question and then use the data you have to answer it. (>>Tweet this<<)

Engaging customers

SCARE: Every br and has some sort of web presence today. Whether that is a website, Facebook page or Twitter account, most companies have rushed into social media without a detailed underst anding of why they are there. If this is your case, it’s time to take a step back.

SOLUTION: How are you connecting with your customers today, both offline and online? The two should be complementary. However if there is too much overlap and you are doing the same on both, then you are wasting your money. You are also wasting your money if you don’t know why you are online in the first place! (>>Tweet this<<)

I had a client once who wanted help in updating one of their websites. In running a first analysis of all their websites, I found that more than 80% of them were being visited by less than 30 visitors a month! We cancelled all those websites and invested the money in the remaining active ones, improving both their ROI and the engagement with their customers. Maybe it’s time to take a look at your own web statistics?

Marketing ROI

SCARE: Marketers are scared for their budgets and even more so for their jobs. With the rise in the importance of technology and IT, marketers need to move from br anding  and creativity alone, to embracing data and analytics much more than they have done in the past.

SOLUTIONBecome friends with your CIO and see IT as a support of rather than as a threat to your budgets. Yes managing new technologies and data analysis will need more investment, but that won’t (shouldn’t) come at the expense of br and building. In fact with the increased power of the customer and the number of channels on which to reach them, marketing needs increased budgets to be where and when the customer dem ands connection and information. (>>Tweet this<<)

Acquiring new skills

SCARE: As already mentioned, marketers must get comfortable with large amounts of different data. They also need better ways to analyse and make sense of it all, often in near real-time. This is a challenge in itself, but the new skills they have to acquire don’t stop there. They also need to turn their information into actionable insights and then share them with the rest of the business to gain acceptance and impact.

SOLUTION: Your market research and insight colleagues are the best people to help in making sense of the data and developing actionable insights. It will be the marketer’s job to share these with the rest of the business in a more creative way. Visualisation & storytelling are the new must-have skills for today. No longer can you expect PowerPoint presentations to excite and engage your C-suite executives – if they ever did!

These are five of the most pressing current scares of marketing and some simple solutions to address them. Are you challenged by something else? If so, add a comment below and I’ll help you find a solution. Or if you prefer, you can contact me here.

C3Centricity used an image from Microsoft in this post.

 

 

Time to Change your Outdated Work Habits

This week I’ve been helping a client create a new website. He had already mapped out what he wanted to include in it and he provided me with pages of ideas and possible content. Have you ever noticed how it is much harder to rewrite or adapt something, than it is to create from scratch? (>>Click to Tweet<<)How difficult it is to “unlearn” behaviours? Whether it is changing the content of a website, editing the script for a play or book, or adopting new habits, it always dem ands far more effort than the original creation itself. Why is this?

One reason is that we humans like comfortable solutions. We always look for the easiest and simplest way of doing things. That’s why you can find yourself in your car in front of your garage with no memory of the drive back home. You know the way so well, you’ve been on autopilot and your brain has been thinking about other things. 

A recent excellent short read in The Guardian entitled “Habits: why we have them and how to break them” by Dr Benjamin Gardner, Lecturer in Health Psychology at University College, London, provides some of the answers:

  1. Habits are automatic responses to situations
  2. Smoking, snacking and TV viewing are common habits
  3. We learn habits by repeating actions in a situation
  4. Around half of all everyday actions are habitual (>>Click to Tweet<<)
  5. Habits free up mental resources for use elsewhere
  6. They usually take more than two months to form
  7. Setting a realistic goal will help you persevere
  8. Habits may form more quickly for enjoyable tasks
  9. To break a habit, find and avoid the habit trigger
  10. Moving house disrupts many existing habits

So how does this apply to our work? Well firstly, if you are looking to measure behaviour, customers are likely to struggle when referring to the reasons for certain habits, since they have been adopted and now take little mental power (points 4 & 5 above). This is why retailers sometimes change the layout of their stores – although that can also have a negative impact too – to make their shoppers think about what they buy and perhaps also tempt them to try new products or categories.

Reading the above list, it may sound like it will be difficult to break a habit, but as the last point mentions, disruption makes it much easier to change. Think about the arrival of a new boss, the introduction of a new structure or some other event in business, it can result in many habitual tasks being re-evaluated and even replaced. Read on to find a few ideas on how you can make some perhaps necessary changes of your own.

Tracking Br and Equity

Br and equity measurement is a great habit

Last week I wrote about the importance of tracking the three areas of customer br and value: those of functional / rational, emotional / subjective and relational / cultural. Now before you congratulate yourself on measuring the complete spectrum of image attributes, ask yourself how long you have been working with exactly the same list. We all love consistency and comparability but that is often just an excuse to avoid the hard work of evaluating the current metrics and deciding what needs to be added, replaced and removed.

The marketplace for so many – dare I say all? – products and services is moving so fast today that your attributes need to be regularly reviewed and adapted to the new market environment.

Tracking Usage & Awareness

Are you still measuring usage through an omnibus paper or telephone interviews? Look into the possibility of online or mobile as both a quicker and cheaper method of data gathering. Or what about using automatic data gathering from mobile phones, online websites, or smart chips on your products? Of course you will need to conduct comparative runs before switching methodologies, but you may find you get more acceptance from the consumers contacted and easier and swifter returns of information into the organisation.

Trend Following

Future l andscape

Do you continue to buy a st andard service and reporting for following societal trends, just like your competitors do? How about extending trend following into scenario planning? It will make more use of your current service and will provide a significant competitive advantage. (>>Click to Tweet<<)

Replacing Reports by Stories

Replacing reports bz stories is a great habitThere is so much talk about the value of storytelling that I hope I don’t need to explain this point, but have you done anything to integrate it into your own work? One of C³Centricity’s partners (SciFutures) just produced a short and inspiring summary of the key themes and ideas generated at FT2013 (2013 Foresight & Trends Conference). However, they did it through telling a science fiction narrative, rather than by writing the usual report. I would highly recommend checking it out here  and then I dare you to tell me that you would have preferred to read a conference report instead!

So these are just a few habits that it might be worth considering to change in your work environment. Do you have others that your know you should break? If so I would love to know what they are and more importantly, what is stopping you from bringing those needed changes? Let me know because perhaps I just might be able to help.

Did you know C³Centricity runs training workshops and support sessions on revamping your Market Research Toolbox and Processes?  Contact us to learn more.

C³Centricity uses images from  Dreamstime, Microsoft  and  Kozzi

8 Marketing Essentials for 2014

Over the past few weeks I’ve been in the US catching up with a few C³Centricity partners about marketing priorities for 2014. The meetings were as inspirational as the new products being presented at the Las Vegas CES (Global Consumer Electronics & Consumer Technology Tradeshow)!

We discussed some of the most important challenges marketing will be facing in 2014 and brainstormed some possible solutions. If you are having any of these difficulties then I’m sure you will find the following ideas useful:

Social Media Metrics

Email is a popular customer service connection pointAs many companies transfer budget from traditional to online advertising, it is essential to also shift some of your funds to measuring its impact, even if some people do question the validity of such metrics. However, the most important thing to do is to link the metrics to what is happening in your business. Your CEO isn’t interested in how many Facebook Likes you’ve managed to get, but he is interested in knowing that you gained x% in awareness. Some st andard numbers often followed are mentioned in “ 10 Social Media Measurement Best Practices” but remember that engagement and listening for better customer underst anding are also (more?) important, as mentioned in this Business Insider post. What everyone does agree, is that every campaign must have objectives and metrics to gauge their efficacy; do yours?

Storytelling

There is so much (too much?) information flowing into organisations today, but it is not being sufficiently accessed because most of it is not being integrated and analysed. Even when it is, sharing the insights is often a challenge because of the complexity of the process. Turning knowledge and underst anding into stories and then visualising or videoing them is a better way for both sharing and getting participation in actioning them. Why not review both your insight development and your knowledge sharing processes this year? If you’re comfortable with where you are, perhaps now is a good time to start storing your information and insights in easily-accessible libraries?

Showrooming & Virtual Reality

Virtual realityIt has been suggested that showrooming will be the end of retail outlets, but I believe there will be an integrated, rather than an either / or future. Virtual reality enables shoppers to see how products could be used, or how they would look in their homes, office or even on themselves. It also allows both retailers and manufacturers to improve their offer by identifying any pain points, and enables them to hold less stock and still offer maximum choice to customers. How about going online with 3D catalogues or providing in-store areas to offer your customers product trial and experience?

 

New Communication Opportunities

According to Jay Walker-Smith of Yankelovich

“We’ve gone from being exposed to about 500 ads a day back in the 1970s to as many as 5,000 a day today.”

Whether that second number should be 5,000 or 20,000 as I’ve also heard mentioned, it suggests that little can or is being retained our customers. Since this is unlikely to change in the future, as attention spans shorten even more, finding new messaging opportunities that resonate with our customers is vital. Why not use social media to track your target audience’s expressed wants and needs, and then compare them to what your key competitors are communicating. This will help you to uncover hidden communications’ gaps which you can then use to connect with your customers.

Adapting Communications to Personas

Don't alienate your business from its customersAre you dissatisfied with your current segmentation efforts? Creating personas can already add interest and thus actionability, by visualising their similarities and differences. Have you thought of taking the same approach to your communications too? By crafting personas built from your existing data on media habits and going beyond traditional segmentation, you can focus your attention on how to actually communicate with these different groups.

Channel Management

Mapping your br and’s story as told by the br and across channels can provide a “mosaic” of its communications and quickly highlight areas which need attention.Successful campaigns work across multiple channels but it is important to examine the contribution of each to avoid overlaps and gaps. Why not make 2014 your year of br and building through improved channel management?

Better Communications for Organisational Strategy

Following on from the above point, people’s attention spans are diminishing and we are all skimming rather than reading today. This means that companies need shorter, more impactful copy, for advertising and websites, but also for internal newsletters and communications. Analysing the content of communications can be very informative in underst anding the messages our customers, employees or consumers are receiving. We can no longer be satisfied with knowing just what we are sending out. Make this year the one in which all your communications resonate and provide the right messages to your targets.

Disruptive Innovation

Trends around the worldCustomers are becoming more and more dem anding – no news there! They don’t stay satisfied or surprised for long. What was novel yesterday is normal today and boring tomorrow. I suppose that’s why shows such as CES get so much air-time on local, national and even international media. We all love to dream and imagine a better life just around the corner. The same goes for our customers, who are always open to new and better propositions.   What are you doing to meet these increasing dem ands? Is your innovation linear, exponential or disruptive? If it’s not the second and hopefully the third, you are probably missing out. Why not make 2014 the year you disrupt your innovation process?

These were eight of the tens of ideas that I discussed with my partners to help companies identify their marketing priorities. Have a look at your plans and see whether you are still playing it safe by just repeating what you did last year? The same number of campaigns, the same promotions, even the same type of innovations. There’s still time to make 2014 the year of exponential growth and change for your company. 

Listen Up! I’ve Got a Story for You

It has been a few weeks since we last had a guest post on our site. For this reason, it was a pleasure for us to receive the following article from Angelo Ponzi, who is Director at C3Centricity partner PhaseOne. His suggestions on storytelling are a must-read for all those in marketing.

Storytelling can be found throughout history and in every culture around the world.  The art of storytelling is certainly not new and has been used to recite the tales of great heroes or villains.  Storytelling has been used to shape and redefine events in order to persuade and change possible outcomes in history.

 

Who’s your audience?

When you think about storytelling, don’t think in terms of “once upon a time” but instead what story you’re trying to communicate. When you think about presenting your br and to the marketplace or the 110-page report you just developed after weeks of research, you need to think about your audience and how your presentation, whether it’s a TV commercial or PowerPoint, will persuade and motivate them.  Persuasion requires that we distinguish our message from other messages to which our audience is being exposed, provide them with information they are unable to get elsewhere and do it in a meaningful way.

Great business leaders such as Steve Jobs or Jack Welch understood how to use stories when talking about their companies or products.  Advertising also embraces the idea and impact of storytelling.  Think of the conquering heroes of the Red Bull “Got Wings” commercials or how an entire generation embraced Pepsi.

There are lots of ways to approach telling your story. It doesn’t matter if it’s a movie, play, book or the presentation to the board — keep it simple and focused.

 

What Does Your Story Say About Your Br and?

Every one of us is impacted by the stories told by br ands.  In fact, we each make br and/product choices hundreds of times each day.  In most cases, we don’t even think about it.  While the reasons we make those choices vary, br and choice is always a part of our decision process.  What does the br and st and for, and what is its story?

Think of Coke, Pepsi, Chevy, Volvo and Virgin America, for example.  I’d be surprised if every one of their stories didn’t pop into your mind, regardless of how you feel about the br and.

The goal for the br ands you represent is for it to become an integral part of your customers’ personal or business lives.  If the story your br and tells fits into their lives and provides them with a solution to their needs, then you have customers for life.

 

Be Relevant

However, a story that is not relevant and means nothing to your audience will lose audience engagement.  Your job is to make sure your audience cares about the story you’re telling.

PhaseOne’s research has defined some guiding principals to help companies deliver key messages in the stories they tell. These concepts can be applied to company, br and, advertising, and of course that important presentation to management.

From the beginning of man to our current digital age, storytelling has been an important aspect of life. As the cave man stood in front of the fire pointing and grunting to tell the story of his hunt, to the executive at the local watering hole after work telling her colleagues about the killer presentation she made to the CEO, storytelling has and will continue to be an important part of who we are.

This post is based upon one that was first published in Alert Magazine’s January 2013 issue. You can read the full article here: http://alert.marketingresearch.org/

For more on how you can improve your organisations use of storytelling and presentations, please check our website: https://www.c3centricity.com/home/underst and/ If you would like our support on this topic, then ask about our 1-Day Catalyst sessions; one topic, one day, BIG improvements. Please contact us for an informal discussion about how we can help.

C³Centricity uses images from  Dreamstime.com  and  Kozzi.com

Improving the ROI of Information Investments

If you have ever worked in a typical organisation, you will have almost certainly been under pressure at times to reduce budgets. Each time this happens, market research and information gathering tend to be one of the first areas to be cut. After all there doesn’t appear to be a negative impact on sales, so its Return-on-Investment is questioned. Sound familiar? Then read on.

Unlike advertising and communications to your customers, information gathering does not have an obvious link to sales, at least in the short term, so it is the first target many managers choose when looking to reduce costs. If you are tired of having to constantly defend your budget then I have some ideas to help, so that next time someone comes looking for money, it won’t be from your budget.

#1. Take your (internal) client’s perspective

What is the boss getting for his / her money? If you reply lots of data and information, then that is the reason your budget gets cut. People who have problems don’t want data they want solutions. Therefore don’t provide nice tables and graphs, but rather a story to inspire the changes you recommend, based upon your findings.

#2. Review your methods

Are you still doing the same type of information gathering that you’ve done for the last five, ten or even more years? If so then it is time to review your methodologies, questionnaires and reporting. The world is changing fast and you can’t expect the questions you developed years ago remain as relevant today as they once were. Take a look at your customers and see how they have changed and what needs to be measured today. That way what information you do collect is likely be in areas that are new to the organisation and thus invaluable.

#3. Review your reports

Another habit we can get ourselves into is to continue to produce the same old reports with the same KPIs, graphs and tables. Or sometimes even worse, as I once sadly witnessed in a major FMCG / CPG; the reports just kept getting bigger and bigger as more and more information was added. It got to the point where management woke up to the fact one day and (rightly) cancelled the whole report!

As with methodologies, your own reports need to be regularly updated. What are your own clients really using out of everything you circulate? You may be disappointed to see just how little they use. If they are not reading / reviewing everything you send, then stop sending it. When you get over the shock, you will be happy to have more time to develop more useful analyses. After all, the main reason we get locked into habit is that we don’t have time to think!

#4. Review your costs

Are you working in a regional or global organisation? If so, has your company negotiated discounts for multiple purchases of their different external reports and analyses? Many suppliers are open to providing a discount for a st andardised report or mass purchases of regular reports they produce. However they won’t offer them if they find unnecessary multiple purchases, why should they? You have to ask for them.

#5. Review your value

With the above four points you may be able to avoid a budget cut next time, but you need to also prepare for future crises. Review what value you provide and admit honestly whether or not you would pay what you cost your organisation, for the information and insights you provide. If not, then act quickly before someone else realises this too. Find out what your clients need and provide more of it. Perhaps even more importantly, find out what your clients may need in the future and are maybe not yet aware, and pre-empt their request by offering it. That will certainly impact your value and their appreciation.

If you follow these five tips, then you have a good chance that your budget will not be cut next time your manager has to make a cost-cutting exercise. Have other tips to add? Please add your comments below and also share these with your colleagues. They will appreciate your foresight.

Let’s discuss how we can help you achieve a better ROI on your information investments; contact us today and check out our website: https://www.c3centricity.com/vision

C³Centricity uses images from  Dreamstime.com  and  Kozzi.com

13 Marketing Quotes to Inspire Customer Centricity

The end of a year and the beginning of a new one is a great time to consider what changes you need to make in your marketing.

What habits have you become so comfortable with that you don’t even notice or question them? With today’s fast-paced world, business needs to be constantly adapting and preparing for the future.

These thirteen (plus a bonus one!) marketing quotes are amongst my favourites of the moment and will hopefully inspire you to consider what changes you need to make in the coming year to become even more customer centric.

#1. “There may be Customers without Br ands, but there are no Br ands without Customers” Anon (>>Click to Tweet<<)

This has to be the most important marketing quote to remember for all of us wanting to be more customer centric. Br ands depend upon customers and if companies remember this, then they can only succeed. If however they get so tied up in their products & services that they forget their customer, they may enjoy their work but their br ands will always be vulnerable to competition.

#2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets” Nido Qubein (>>Click to Tweet<<)

One of the biggest mistakes marketing can make is to not appropriately define its target audience. It is underst andably hard for a br and manager to accept that he can’t please all category users and that his target sub-category is smaller than the total category he thinks he could attract. By trying to please everyone, we end up pleasing no one, so bite the bullet and reduce your target category size by more precise audience selection. More on targeting HERE.

#3. “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing” John Russell, President, Harley Davidson (>>Click to Tweet<<)

If it isn’t already included, then every employee should have customer connection added to their annual objectives. Whether they are the CEO, an Executive Vice-President, a machine operator, sales clerk or br and manager, they all need to underst and how their day job impacts the satisfaction of their customers.

#4. “If you use st andard research methods you will have the same insights as everyone else” David Nichols (>>Click to Tweet<<)

When was the last time you revised your market research toolbox or refined your insight development process? It’s a rapidly changing world both technologically and societally-speaking. The methods you use to observe, underst and and eventually delight your customers should be moving as fast, if not even faster, to stay in touch with the market. If you are interested in a 1-Day Catalyst session reviewing all your methodologies and metrics contact us HERE.

#5. “The structure will automatically provide the pattern for the action which follows” Donald Curtis (>>Click to Tweet<<)

There has been a lot of discussion about the new roles of the CMO, CIO and the creation of a new CCO (Chief Customer Officer) position. Perhaps it is time for your organisation to review its structure and see if it is still optimal for the business of today, as well as of tomorrow. As mentioned above, the world is changing rapidly and you need to keep abreast of these changes to stay in the game. Who wants to find themselves the equivalent of the Kodak of 2013?

#6. “Customer Service shouldn’t be a department, it should be the entire company” Tony Hsieh, CEO Zappo’s (>>Click to Tweet<<)

This is one of my all-time favourite quotes from a man I truly admire, for truly “getting” customer centricity. Their slogan is even “Powered by Service”! As already above, every single person in a company has a role to play in satisfying the customer. Zappo’s have an integration program for all new hires – including the EVPs – that includes time at their call centre answering customer queries. What a great way to show a new person what the company is really about. Why not start a similar introduction in your own company?

#7. “The real voyage of discovery consists not in seeking new l ands but seeing with new eyes” Marcel Proust (>>Click to Tweet<<)

Today’s customers are very dem anding which has prompted many companies to increase their innovation and new product launches. However, it has been shown that renovation is as important as innovation in keeping customers satisfied (find link to relevant articles HERE). Instead of forcing your marketing and R&D to meet certain percentage targets, most launches of which will be destined to failure according to latest statistics, why not review your current offers with new eyes? If you truly underst and your customers, you will quickly find small changes that can make a significant impact on customer satisfaction and loyalty, when you take their perspective. And as an added bonus, if it solves a frustration of theirs, it might even bring you increased profits, since the perceived value will be higher than the cost.

#8. “A br and for a company is like a reputation for a person. You earn reputation by trying to do hard things well” Jeff Bezos (>>Click to Tweet<<)

In the past most companies were more concerned with the reputation of their br ands and forgot that of the company, other than with investors. As consumers become interested in knowing and adhering to the policies of the companies behind the br ands, it is vital to manage both from the customer perspective. In addition, if your company is the br and, will be closely associated with it, or you are considering adding it more prominently to your packaging, then this becomes vital to follow.

#9. “The journey of a thous and miles must begin with a single step” Chinese Proverb (>>Click to Tweet<<)

Today’s customer often has a more complex path to purchase in many categories, so thinking of the simple awareness to loyalty funnel becomes less relevant. In order to underst and the purchasing of your br and, think information integration, as customers are becoming as savvy about products as they are about themselves. They seek out information, usually in relation to the size of the budget they will spend, and take the time needed to make what they consider to be an informed decision. Check whether you are in every relevant touchpoint with appropriate information for them.

#10. “However beautiful the strategy, you should occasionally look at the results” Winston Churchill (>>Click to Tweet<<)

If your world had changed then so should the metrics you use to manage the business. The new year is a great time to review last year’s business results in comparison to the metrics you have been following. Were you correctly assessing the environment, the market and customer behaviour? If not, perhaps you need to redefine your KPIs.

#11. “The fear of being wrong is the prime inhibitor of the creative process” Jean Bryant

Do you embrace entrepreneurship in your organisation? What happens when someone fails whilst trying something new? The more accepting you are of relevant trial and error exercises, the more likely your employees are to share their more creative ideas. If failure is punished, then they will be reluctant to try or even propose new things and your business will stagnate. This is a great time to review your ways of compensating creativeness as well as how you share learnings from failures?

#12. “Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information” T S Eliot

Do you ever take decisions based on information or knowledge? If so then perhaps you should reconsider your insight development process. Whilst information and knowledge are essential to deeper underst anding of your customers, it is only when you have integrated everything you know and underst and about them, that you can begin to develop insights that will positively impact your customers’ behaviour.

#13. “If you can’t sum up the story in a sentence, you don’t know what you’re talking about” Garr Reynolds

How about making 2013 the year that you moved from PowerPoint presentations to Prezi storytelling? Even if you remain with whatever software you are currently using, taking the decision to share information and underst anding in a new way through storytelling, will have a profound impact on the way your employees think and remember the essential underst andings of your customers.

Finally, if you take only one message out of all these suggestions,  I hope it is this one, which to quote Charles Darwin is:

“It is not the strongest of the species that survive, nor the most intelligent, it is those most responsive to change”

2013 is going to be a year of considerable change for us all; let’s manage it rather than just suffer its impact.

If you have your own favourite quote that inspires you to change your business practices in 2013 , then please share it below. We would love to hear your own inspiration.

For even more inspiring quotes, why not check our website; they are regularly updated: https://www.c3centricity.com/library/

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Build Better Insights in just 4 steps

We are lucky to be living in an information rich environment, where numerous data sources are readily available to us.

However, this can also be a challenge since we are usually:

“Drowning in data and starving for insight”

as I have often been quoted.

If you too are drowning in data, take a look at these four easy steps you can take to meet the challenge of better insight development. We call them the four “I’s” of Insight development to impact business:

Step 1 – IDENTIFY: first identify the most relevant pieces of information for the issue or opportunity you have selected to address, as well as for the business or industry you are in. How do you decide what is relevant?

Look at who your target audience is; what do they like to do in their spare time; what are their hobbies; what are their needs, desires and dreams; what motivates them; what are their basic values? What are they tweeting and blogging about? Do they speak about problems they have with the products and categories you are reviewing? All of these will help you to really underst and them and what issues or opportunities there are for your product or service and br and.

Step 2 – INTEGRATE: once you have gathered and prioritized the most valuable sources of information, it is necessary to integrate them in order to reap their full benefits. Customer information and facts that are integrated help to build deeper knowledge. It also enables the extraction of essential underst anding on which the business can grow.

Data integration can be done manually or using technology, which is advisable when managing large amounts of information. Integration of underst anding can be done by looking for themes and key topics that get repeated across the different sources.

Step 3 – INSIGHTS: after integration of the information, you need to develop the insights. If you haven’t already done so, get a mixed team of experts from different relevant departments together to review all the information, and have the project led by one of your Market Research or Insight group. They will love both the recognition and the challenge of running an insight development session, using everything that has been gathered and integrated.

Step 4 – INSPIRE: as the team begins to hypothesize insights coming out of the information, find someone who can then synthesize their findings into a compelling story. Storytelling will fire enthusiasm into both the team and the company at large, and everyone will be more ready and willing to take the required action. Storytelling helps the findings and insights to be transmitted to all interested parties within the organisation. In some cases, a presentation using storytelling is sufficient for decisions to be made.

How do you develop insights in your own organisation. Do you have other ways to integrate information and knowledge? Please share your ideas with everyone.

For more on Insight development, please see our website https://www.c3centricity.com/home/underst and/

This post first appeared in C3Centricity Dimensions on December 29th 2011

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Brands need to Cultivate Storytelling

Storytelling is a natural human behavior. In all cultures around the world, it has been used to convey learning and history, as well as to entertain children and adults alike. It has developed down through the ages for transferring knowledge long before books and now the web enabled their storage.  

Big brands and those that resonate with their customers, all have myths and stories built up about them. Do yours?

Stories of an iconic br and

When I worked for Philip Morris International, I first heard about this for the iconic Marlboro br and. At that time, it was rumored that Marlboro was financing the Ku Klux Klan in the US, because its packaging had three red rooftops or “K’s” on it. As this was certainly neither true nor desirable, the powers that be decided that we should remove one of the K’s by making the bottom of the pack solid red.

We thought that the rumours would then stop, as we saw them as negative for the br and. However, our consumers had the last say, because they then replaced the KKK rumour with one announcing that Marlboro hated blacks, Asians and Indians. This second story came about because a consumer had found the printer reference markings of coloured dots on the inside of the pack when he had dismantled it.

 

Customers tell stories about “their” brands

There are many myths about the greatest br ands around, coming from their packaging or communications in most cases. Toblerone is romoured to have the “Bear of Berne” and the Matterhorn exemplifying its Swiss origin on its pack, which also resembles the Matterhorn mountain. Camel is said to show the “Manneken Pis from Brussels” on the back leg of the camel of its pack, although I am not sure where that comment originated!

Other br ands develop stories through their communications, that are then shared and repeated by their customers. Examples of these include Columbia Outdoor wear’s “Tough Mother” campaign, Harley Davidson’s enabling “middle aged” men to become bikers at the weekend, or Dove’s campaign for real women to name just a few. All these stories emphasize the connection their customers have with these br ands, making them almost a part of their families through this emotional connection.

 

What stories are told about your brands?

What do your customers say and believe about your br ands? Rather than trying to correct them, unless of course they are clearly negative as was the case for Marlboro, continue to inflame them and more people will talk and share their proof that it is true. Someone said that there is no bad publicity; I am not sure about that, but it sure fires enthusiasm when people can share stories about their favorite br ands, and today’s ease of sharing through social media makes them arguably even more important.

One word of warning though; your br and has to live up to the story; Columbia’s wouldn’t have worked if their gear failed in the real world, nor Dove’s if they had moved to show women that looked too much like top models in their advertising.

Do you have any other stories about br ands you would like to share here? Do your own br ands have stories that customers tell each other? If not, then maybe your brand is not yet in the big league, or perhaps you will have to start a rumour of your own for them to share.

Social media is a great story-telling medium and you need to ensure that you post stories and information that are worth sharing, if you want to be considered a member of the family.

For more on br and building: https://www.c3centricity.com/home/engage/

This post is adapted from one that was first published on June 16th 2011 in C³Centricity Dimensions

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