I’ve been hearing a lot from one of my favorite companies.
I purchased their product a couple of years back, used it, and been very happy with the outcome.
However, in the past few weeks, my email IN box has been flooded with special offers and announcements. Multiple items in each email with links to buy or give the product as a holiday gift. Special offers for new purchases but nothing that would enhance my use of the product or relationship with the company. Nothing to help me use the product better.
When I see nothing but “special sale” emails.. I begin to wonder “Is this company in trouble? Why are they so desperate?”
Today being Cyber Monday, I decided it was a good time to remove myself from a few of these mailing lists. I scrolled down to the bottom of today’s 23 offer email and found some fine print disclaimers and a few links. I squinted to find the link that would unsubscribe me and noticed a button just above the fine print that invited me to become a fan on Facebook
Nothing for the fans who already bought?
Despite being there to drop my connection with this company, I must say I found it interesting that they were willing to pay $15 if I were to click on a button on Facebook.
I had to look.
I clicked through to the “fan page” and found 5 unanswered comments from customers using the product. All were politely asking for help with some small problem… no sign that anyone at the company saw them, let alone responded.
My first impression was that the company didn’t get social media (the professional way of saying “this sucks”).. so now I wanted to know: Is there any communication going on here?
Scrolling down, I found an ad for the $15 bribe and videos and photos posted by users, including an graphic with the word “PORN” .. but no comments on any of the wall posts.
Back to the email…
Preparing the post, I went back over a few emails to make sure I wasn’t missing anything that spoke to me as a user instead of just a person to help them get more sales… I had skipped to the bottom of today’s email and had missed this juicy headline:
we want to hear from you
review a product and help your fellow fans make the perfect choice
..followed by photos of their product line
(I’ve removed the product name before the word “fans”)
We have the tools today to segment our databases and provide a unique experience for our fans or customers.. speaking to each of them in a voice that makes sense and initiating a real conversation.
Just a couple of years back, a sales flyer from a company was expected.. and I believe still useful as one form of communication. However, when you decide to get into social media, and use terminology like you want to have a conversation.. you best be ready to have that conversation.
When you do engage your customers you will be adding real value and reap the benefits.
There's no question retailers are sacrificing long-term relationships to meet Q4 revenue goals. Very short-term thinking. I guess they will have to learn the hard way.
Authentic Haven Brand @greensoil we are a small family owned business doing high volume sales online. We are new to Social Media and are always trying to promote our Green garden line of soil conditioner teas is the right lite!
We would love to hear feedback.
Thank you,
Wow, so lame. Especially when it's so easy to not be lame.
No doubt the big box stores don't want to help us the old buyer. They want us to help them with the future buyer. Hmm excuse me I just bought a hamburger can I have a napkin? Sure there's one on the floor. Hey Tell this nice women in line how good the burger is. What?
that's been true as long as I've watched business.
Guess we can expect them to throw every new tool at it :
The key to marketing in the future is to stop trying so hard to SELL people.
There are millions looking for whatever you offer.. wanting to buy from someone that the KNOW, and LIKE and hopefully TRUST.
You don't build that kind of trust by throwing ads at people. Ads are ok, but they do not build a real relationship.
To build a long lasting relationship.. LISTEN and LOVE. Pay attention to what your customers say, and let them know you care.
I was tempted to reveal the company.. not to puncish them.. but to show how much easeier it would be to get things right.
I went for telling the story here. In another post, I'll show some easy examples.
You are so right.. just LISTEN and LOVE.. let people know you care.
Big Box stores are part of the distributions system that makes it so easy to move away from sales and special offers and talk directly to the customer.
This example is from a MANUFACTURER.. they do online sales direct.. so they are competing with their dealers.
The more focus one puts on “special low price today” the more of a commodity they become. It's good for that day.. but hurts the long term value of the company
Good points esp. “I begin to wonder “Is this company in trouble? Why are they so desperate?” Thanks!
Kathy C.
http://SoulReaderBlog.blogspot.com