Big Gnome

Friday, January 9th, 2009

Strategy 2: Make it personal.

As you re-evaluate and develop your marketing materials, get personal. Call your clients and ask them about their experience with your company. If they hang up on you, then maybe that’s an indication of greater problems you need to address.

With the positive feedback you receive, use it to develop testimonials, real stories, success stories, case studies, and client biographies. Use these stories to put a face on the client experience with your company. This approach could differentiate you from the competition that may have the same bulleted list of selling points as you do, that same list of features and benefits. These success stories, however you present them, may resonate more easily with your customer base.

I noticed a good example of “making it personal,” during the holidays. It was the series of Best Buy commercials. A Best Buy employee tells the story of how an individual came in to choose a cell phone for a loved one. The Best Buy employee shares a brief, candid story about how he helped the customer; the satisfaction both they and the customer shared through that experience; and how that gift made the family’s holiday special.

Just so you understand where I’m coming from, I usually criticize and/or ignore commercials and I’m not a gadget person. But, this commercial caught my attention. Maybe in the spirit of the season, it pulled at my heartstrings.

I give them props for taking it to the heart of the customer experience.

Tags: Advertising, Marketing Communications

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