Earlier this week, I gave a short presentation to a group of top marketing and communications experts on the topic of new marketing. If you want to know what I shared about the new customer and what it will change for marketing, then read on.
The meeting was the second part of a series of talks on building great br ands and most of the presentations were from creative agencies and global br and builders. I had perhaps the less enviable task of speaking about the new dem ands on us all as marketing and communications experts, and the things we are going to have to consider because of the new environment in which we work.
Following the very lively discussion after my presentation, I realised that we could all do with revising the unspoken laws of marketing and communications to meet the desires of these new customers, so here are my ideas, with apologies to any resemblance to the original decalogue:
#1. You must not have any other customer but me
Customers want to be treated as individuals and although we marketers may be segmenting and communicating to target groups, we should always treat customerson a one-on-one, personalised basis whenever we can.
#2. You must not take yourself seriously
Sometimes we get so tied up in what we are doing and our perceived importance of it, that we forget that our communications are just one of a very large number that our customers will see in a day. How many? Well guestimates range from 250 to 20,000, but who knows? What is more important to underst and is that it is their resonance and emotional link to our customers that matters, not how much we like them.
#3. Do not misuse the name of your br and
Our br and means something to our customers and it is essential to underst and what that is; what personality it has and how it fits into our customers lives. Their loyalty builds an intimacy with br ands that they will protect ferociously if we try to make (too many) unwelcome changes. As examples take the infamous failed launch of New Coke, or Cailler’s experience when trying to revamp their packaging.
#4. Remember to never observe a day of rest
Our customers expect to be able to connect with us on their terms. This means whenever, wherever availability, with the exact information and answers they need at that particular time. Don’t miss the opportunities given to you by your customers to communicate, by doing it in the wrong way, place or time, or even worse, not being available at all.
#5. Honour your parent br and
Many br ands in your portfolio are part of a family of products; some may even stretch across categories. Ensure that your br and messages, tone and content are coherent and complimentary. If you are using your company name in addition, remember that it’s image will also have an additional role in image building.
#6. You must not kill great ideas
Some of the best ideas for new products, services and communications come from customers. Instead of killing some of their ideas without a second thought, try to underst and not what they say, but what they mean by it. As an example take the well-known quote from Henri Ford “”If I had asked people what they wanted, they would have said faster horses.” Underst anding what your customers desire, even dream for, means underst anding the reason behind their requests, rather than the content itself.
#7. You must not be disloyal
Your customers vote for you with their wallets and in fact pay your wages every day. They deserve your respect and you must do whatever you can to surprise and delight them. Never fall short of giving excellent service. The extra mile is shorter than you think, but pays h andsomely.
#8. You must not steal
Your customers don’t expect you to offer exactly the same as your competition, so there is nothing to be gained by copying (stealing) their ideas. Be unique and st and for your values; you may not resonate with everyone, but your own customers will feel a much stronger link, because you will be satisfying them precisely.
#9. You must not testify falsely against your competitors
Following on from the previous law, don’t bother to compare your competitor to you unfairly. Customers are wary of false claims and are capable of making their own comparison, if you provide all the relevant information to them. In fact the result of the comparison will be all the stronger because they themselves have done it.
# 10. You must not crave your competitors’ properties
In every market there is room for good competition, so concentrate on what your product or service can do for your customers. Don’t crave for what you can’t have or what you can’t be. Be the best you can and if that is still not enough, find a new way to better satisfy your customers, by going back to listening to and watching them. Knowledge and underst anding can provide the answers if you are willing to integrate and dig deep.
If you follow these rules, then you will be prepared for the new marketing challenge and be in a significantly better position than all of your competitors, to satisfy and delight your customers.
Have I forgotten an essential ingredient of today’s marketing and communicating challenge? Then please let me know below.
For more information on underst anding and communicating with the new customer, please check out our website: https://www.c3centricity.com/