6 Things Thailand Can Teach Us About Crisis Management

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Re-posting an article originally published on LinkedIn.

cave - cave

The more you learn about this rescue, the more amazing you realize it was.

https://www.linkedin.com/pulse/6-things-thailand-can-teach-us-crisis-management-dave-tuchler/

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Having fun can be good for business – seriously

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Sometimes, as marketers, we take ourselves WAY too seriously.  Having a little fun can be a great way to break from the pack and enhance your brand identity.

wheres the beef

Overly serious messaging with the tonal equivalent of sucking a lemon can get a message across but can also miss a great opportunity to connect with the audience and to break through in a crowded environment.

I’m not talking about Bud Light ha-ha slapstick funny – there’s lots of that out there (and a lot of it is not particularly funny).

I’m talking about funny that connects to someone as a person.  There’s a difference.

  • When done right, viewers are thinking “they get me! – they’re talking to me”

Exhibit A – Sprinkler Supply Store

I ordered replacement gaskets online from a sprinkler supply company.  They arrived and all worked out.  End of transaction.

  • Then I got their ‘welcome’ email with ‘Huge Announcement’ in the subject line, signaling that I was now in their database
  • This should have been an invitation to unsubscribe, but the way it was done, I now look forward to future emails! I like them!  How did that happen?
  • Here’s the copy:

    “Listen up folks! David is joining us from…

    but no one could hear the rest of the announcement over the clamorous applause. Bells were rung. Balloons were dropped. “It’s Raining Men” blared from every speaker.
    Simply put, adding you to our Sprinkler Supply Store family was cause for immediate celebration, everyone is thrilled you’re now a customer. Thank you!”

  • It made me laugh – – and it worked (actual email below)

Screen Shot 2018-06-30 at 3.25.12 PM

Exhibit B – UberConference – World’s Best Hold Music!

If you’re waiting for other people to join your UberConference call, you will hear music about…being on hold.  First time I heard it, I laughed out loud.

Here’s a company that essentially force-feeds hold music saying “hey, we rely on hold music and even WE think it sucks!”  In other words, they get it.

Screen Shot 2018-07-02 at 10.26.35 AMI’m On Hold” was written and performed by Alex Cornell, an UberConference exec.  Sample lyrics: “Well, I’ve been sitting here all day/I’ve been sitting in this waiting room/And I’ve been waiting on my friends/Yes, waiting on this conference call – all alone/And I’m on hold, well yes, I’m on hold/I hope it’s not all day”.

Check out the YouTube video below, and check out the comments.  That’s a great connection.

 

Exhibit C – Sheetz (a 600-unit, 65-year old mid-Atlantic convenience/gas chain)

Convenience stores connected to gas stations are many, varied, and mostly interchangeable.  Not this one.

  • Sheetz prides itself on its Made To Order food and has long taken a light touch with the family name, selling “Shwingz” (wings), “Shmuffinz” (breakfast sandwich), and “Shweetz” (baked goods). Their ads have historically been funny.
  • But their recent “I Want it All” (Queen cover) regional ad is an over the top statement that they’re different – – complete with air guitar – – and that they get where you’re coming from (we all know it’s just a convenience store – – lighten up – – ours is pretty good)
  • It made me laugh – – and it worked.  Official video inexplicably not available – – bootleg version here.

 

 

Exhibit D – Buick Enclave

I am not a Buick guy, but I did a double-take with a current spot.

  • In the base spot, a suburban dog-walking woman corrects the Buick owner by identifying her dog as a ‘Bernie-doodle’, a nice send-up of dogs as status symbols

Base version
https://www.youtube.com/watch?v=UA-I-cN9mh8

‘Dog Walker’ version

  • In this pool out, they up the ante on the dog owner status. Fido is now a “Golden-English-Labra-Irish-Bernedoodle Retriever–with the temperament of a Pug

screen-shot-2018-07-02-at-7-52-49-am.pngScreen Shot 2018-07-02 at 7.53.51 AMScreen Shot 2018-07-02 at 7.54.04 AM

https://www.youtube.com/watch?v=mYoq2epAXG8

  • It’s funny! I know lots of dog snobs – – hey, I’m one myself!  And it worked to give Buick a more relatable identity (the only Buick owner I know is Mom).  Without the gag I would have not paid attention.

Exhibit E – Southwest Airlines safety announcements

Screen Shot 2018-07-02 at 7.58.10 AMScreen Shot 2018-07-02 at 7.58.53 AM

  • Everyone is familiar with these (classic example in the video).
  • We all know that pre-flight announcements are routine and that no one listens anymore. Southwest has always done a great job of using humor to relate to its customers on an equal level, rather than a formal ‘we’re in charge’ approach, and in addition to being fun, it breaks down the barriers that might otherwise exist in a sometimes stressful activity.

https://www.youtube.com/watch?v=07LFBydGjaM

Great marketing messaging creates a connection with the viewer – – to demonstrate that the advertiser understands who their target consumers are, and what they feel and need – – and that this empathy presumably translates to a belief that they can better meet your needs.

Humor, in addition to helping break through the clutter, is a very good way to create that direct connection, and maybe help bring that prospect a little closer to being a customer.

Of course, there are some situations where humor is just not appropriate – – serious life issues, mean-spirited, sexist or condescending humor, things that appeal to only a miniscule narcissistic sub-segment of society (copywriters), and stuff that’s just not funny.

Funny-and-Clever-Spicy-Food-Ads-11

So remember that, like hot sauce, while it can spice things up, not everyone likes humor the way you do, it doesn’t go with everything, and if used too aggressively, it can ruin what you were trying to improve.

Is This Any Way to Treat a High Value Customer? Ask My Mother.

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Do You Know Your Most Valuable Customers?  Do they know that you love them?

ecommercecrm

It’s 10 times harder to get a new customer than to keep an existing one.  Loyal customers are more profitable and have the highest Lifetime Customer Value. They love your company already.  They have already been acquired, qualified and taken through the funnel – – you have them where you want them!

So why, with today’s sophisticated customer management systems, are loyal repeat customers too often just an afterthought?  Or missed entirely?

In today’s post we will try to demonstrate that marketers must make extra effort to identify and appreciate these great customers.

Customer Relationship Management (CRM) data-based systems have given marketers the illusion that they not only know everything about their customers, but that their email outreach perfectly motivates everyone.  This is not always the case.  They don’t always get it right.  Customer targeting algorithms written too narrowly can miss the bigger picture.

Case in point: my very own Mom.

  • Mom’s primary indulgence is periodically taking her 5 kids and their families (20-25 people total) to an all-inclusive resort. Club Med has been the most frequent (but not exclusive) beneficiary. (Yes, I chose my mother extremely well). Her aggregate investment is well into 6 figures over the past 20+ years she’s been doing this.

ClubMed1

In the case of Club Med, the algorithm failed.  They were focused on the last 3 years only.  And they completely missed the fact that she’s a long-time customer who brings a group. Mom turns out to be a mere Turquoise!  A rookie in their eyes!

ClubMed2

ClubMed3

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ClubMed6

  • Mom selects the location, makes the reservations and all expenses go through her. She has 99% of the decision-making power on where we go. She should be a Big Kahuna to Club Med. They should make sure she’s happy, show their appreciation, and make every effort to acknowledge her loyalty.

ClubMed5

————-

ClubMed4

  • Yet Club Med scores loyalty on a per-person visit basis over the last 3 years. So despite influencing a lot of spending, Mom is classified as entry-level Turquoise, with the same status as a 10-year old who goes along with her parents. There is no acknowledgement at the corporate level, and none at the local Club level – – no one has told them who this is. No bottle of wine or fruit in the room. No upgrade. No ‘thank you for your continued loyalty’. Nothing.

ClubMed7

  • Small victory!  But it took a lot of effort.  Shouldn’t have to.
  • What defines your best customers? Longevity? Frequency? Cumulative $ spent?  Early adopters of new products?  This is really important to figure out.

Club Med of course doesn’t want to ignore their best customers. It’s just that their system isn’t set up to recognize them all the time.  To their credit, they handled my email rant with grace – – and came through in the end.

ClubMed8


ClubMed9

——–

So figure out who your best customers are and take care of them!

Right after you take care of your mother.

 

Facebook is Actually Not Free

This is our monthly installment of ‘Delayed Grasp of the Obvious’.

Just before Facebook Week last week I volunteered a point of view that was posted in Kevin Coupe’s excellent retail blog MorningNewsBeat.com, questioning that as FB doesn’t charge, how can it compensate users for breach of their private data?  (the letter is shown below).

Fair enough question and we saw Zuckerberg, Sandberg & Co. take some baby steps last week after the Congressional rotisserie.

But I made a huge error when I said “Facebook is free already”.  Palm to forehead.

Facebook is not free.   Nothing is free.

As has been famously stated and variously attributed, ‘There ain’t no such thing as a free lunch”.  Meaning, there’s always a hidden or implied cost or quid pro quo with anything positioned as ‘free’.

In Facebook, you don’t pay cash, you pay with something much more dear:  YOU.

In fact, Facebook, and all other ‘free’ sites, are not benevolent social facilitators, they are essentially match.com-like dating sites that try to hook up advertisers with hot to trot consumers.  Except you don’t volunteer things like ‘long walks on the beach’.   All you do is go about your daily life, posting and clicking, and your profile is created in the background, with data you didn’t even know was being collected.

Basic stuff, but really brought home by the latest Facebook issues, which look to become a watershed moment in privacy practices.

As a marketer doing anything online, understand that your future efforts to connect with consumers is going to have to deal with increasing amounts of skepticism, where consumers make a more informed decision about whether hitting that last click-bait article, or signing up for something that looks free.
– and increasing privacy laws will likely mean greater disclosure and more overt opt-in requirements.

As a consumer, realize that online you are first a commodity, not some company’s friend, and you need to take exceptional care of YOU.

The days of ‘free’ services are waning.  And this is not just another conspiracy theory.

MNB_Logo1_257x98
April 6, 2018

I liked this email about the Facebook situation from MNB reader David Tuchler:

So here’s the thing: any normal business that screwed up or compromised its customers’ privacy or violated any other customer rights would be compelled to offer some sort of make-good (morally if not legally). If the laundry scorches your shirt, they cover the cost of the shirt or give you a credit. Even Equifax offered a identity protection service, even if it was sort of a ‘honestly, you can trust me again’ thing. The point is that the injured party is somehow compensated.

Facebook is different – it does not collect revenue from its consumer users. So even with millions of its users’ confidential data breached and a market cap of $464 Billion (that’s over $200 per user or $6000 per affected user), does Facebook have a responsibility to somehow make things right? And how would that even happen? In-kind gestures (we’ll extend your subscription another 3 months) doesn’t necessarily work here – – not only because FB is free already, but I don’t want any more FB – – I actually want less.

This is one of those areas where the law hasn’t kept up with the fast-moving nature of online activity (sort of analogous to the online sales avoid sales tax loophole). To the extent these social media companies have no avenue to make things right, I would have to agree with the European direction of requiring more strict and obvious safeguards and opt-in mechanisms so that risks are made clear and users can make a more rational judgment on whether to join or not.

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‘Facebook Real’ can help you handle fake news – – from your friends

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As you may have heard, social networking giant Facebook today quietly announced the test marketing of an updated version, called Facebook Real, with the stated objective of improving the Facebook user experience.

Facebook ratings

Facebook has always taken some flak about its negative effects, so this seems a worthwhile goal.  But cynics as we are, The Armchair MBA feels Facebook Real is just a misdirection play to divert attention from the ongoing Cambridge Analytica scandal (CEO Zuckerberg is scheduled to testify before the US Congress in the near future).

In any case, this is an example of how a seemingly innocuous reason-for-being (exploit the constant human needs of attention and affirmation to create an online community and attract eyeballs) can instead have the opposite effect (while also creating an international political scandal).
In today’s online world, nothing is 100% predictable.   Or even 50%.
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Since its founding in 2004, Facebook in 2017 has reached over 2 billion active users and a market value of over half a trillion dollars (although the recent scandal chopped about $50 billion – !! – off its market cap).

Along the way, however, the effect of never-ending positive posts from friends combined with lack of personal interaction has drawn increasing criticism for its negative psychological effects – – leading to a press release in December 2017 from Facebook’s own researchers admitting that sometimes people “felt worse” after spending time online.

FB Research

Facebook has itself experimented with a ‘dislike button’ (which they call a ‘downvote button’) to give users some measure of control.  But this hasn’t gone anywhere.

https://www.thedailybeast.com/facebook-is-testing-a-dislike-button-called-downvote-with-select-users

Downvote 2

How will Facebook Real be different?
Facebook Real is a different way to help some users better cope with a continuous stream of positive posts, while still staying connected.

It is well known that the carefully curated posts of acquaintances’ positive experiences – – an accomplishment, a great vacation, a financial windfall, a celebrity sighting, etc. — are in reality your friends’ personal Highlight Reels.  No one has a life as fabulous as any single person on Facebook, let alone everyone combined.
Indeed, as the Facebook researchers noted, “reading about others online might lead to negative social comparison” – – in other words, feelings of relative inferiority.

 

Facebook Real takes a different approach that is elegant in its simplicity. It essentially attempts to make feeds more representative of real life, including the ups as well as the downs – – and relies on Facebook’s seemingly endless personal data trove, combined with some remarkable algorithmic programming.

FacebookReal

In the test, every 2 or 3 actual positive posts from a person will be supplemented by one ‘fake’ post that is designed to reflect the realities of life. These ‘reality’ posts will be woven into the feed naturally, based on what Facebook knows about you.

For example, if Person A posts ‘my daughter is on the honor roll’ followed by ‘my husband just achieved his karate green belt’, or ‘got first row tickets to the Final Four’, it will be followed by a random post that Facebook has created but which is based on the person’s actual life.
If Facebook’s data shows that this person has, say, experienced a drop in credit score, a mortgage default, a threatening blackmail note from a spurned co-worker, a pet that failed obedience training, or a child that was recently bailed out of prison, this will be skillfully used to create a real-looking post sent from that person.  The ‘sender’ will not be aware of this ‘faux post’.

fb - final

The result will theoretically provide a break from the incessant stream of positives and show that everyone actually deals with real life, leading to a more interested, engaged and stable universe of Facebook users.

The downside is of course that Facebook Real relies on leveraging ever-increasing and ever-intrusive data on its users, which is not consistent with current attitudinal trends.

Look for more information on Facebook Real in coming weeks, and please contact The Armchair MBA if you suspect you may be in the test group. We’ll (anonymously, of course), provide an update in a future post.

Too Many Surveys? We’d Love your Opinion

I just finished a lengthy (20 min.) survey regarding a recent vacation, only to have my input erased due to technical issues. Getting a lot of this lately.

Restroom Survy

Not elbow-friendly buttons

Marketers have become entranced by the ability to survey consumers at very low cost. This is a seeming game-changing alternative to custom studies that can easily get into 4 or 5 figures or more. Technology has made it possible to survey via email, phone and even in restrooms!

What’s not to like?

Well, as a consumer, I’ll tell you what’s not to like. We are getting surveyed to death.  Ironically, more surveys might be leading to lower quality insights.

Survey montage

If, like The Armchair MBA, you use your inbox as a de facto filing tool, search for ‘survey’ or ‘what do you think’ or ‘your opinion’ and see what you get.

The answer is: lots. In addition to follow-up questions on every Amazon purchase, flight segment, taxi, Uber or car rental you take, everyone is getting into the act.

The dangers of over-surveying are:

  • Response rate/burnout.  The more surveys people receive, the fewer they’re likely to fill out. This reduces the number of qualified respondents.
  • Bias. Just as you don’t want to use the plumber who’s always available, you don’t want to hear just from respondents who always have time to fill out online surveys.
  • Response quality. More surveys = less time per survey. Responses that are rushed are more likely to be cursory and of low quality, particularly late in a survey.
  • Annoyance. A company that always has its hand out for info is going to wear out its welcome, or minimally get diminishing response.

All of these things can result in worse, rather than better, information.

So here are a few things you can do to maximize the usefulness of your surveys.

  1. Reduce, Reuse, Recycle.   In short, don’t survey if you don’t need to. Make the surveys you do conduct meaningful. Maximize use of info you already have. If you’re tracking attitudes over time, make sure you’re asking in a way where the trends are valid. Again, avoid unnecessary surveying just for the sake of surveying. This makes the surveys you send stand out more.
  2. Keep it short. No one has time for lengthy, repetitive surveys. Promise brevity in your subject line or where it will show as a thinly disguised plea in the preview pane.
  3. Offer something in return. This can be free goods, discounts, a chance to win a prize, whatever. Again, get this across in the subject line or preview area or it doesn’t matter.   Brevity + bribery is a good combination.Survey-brevity

Survey-Incentive4.  Promise to share results of the survey. This is the researcher’s click-bait, especially if it’s something of high interest.  Related, give the respondent some level of belief that the results will actually result in something good being done.

5.  Flatter the potential respondent. ‘We’d like your expert opinion’, etc. As long as Pride is still one of the Seven Deadly Sins, this will have some effect.

Survey-Flattery

And finally, tip #6 – – don’t put a push-button survey machine in a restroom.

Survey 1

Super Bowl Ads – The REAL Best and Worst – – and why

A week ago the impossible happened – a Super Bowl that was WAY more exciting than the ads.

Still, duty calls – – it’s taken a week to fully process the advertising train wreck but the result is worth the wait.

The Armchair MBA carefully analyzed the reviews of 10 respected entities (plus a timid peep from Harvard Business School), summarily ignored them and can now announce the REAL best and worst ads of 2018.

SB 2018 Montage

Super Bowl spots, in particular, need to stand out in a hyper-charged environment, create water cooler (social) chat to extend the brand, and ultimately move the brand forward.

Clicking on this chart will blow it up so you can see where everyone came out.

Included at no extra charge – charming, witty, pithy bons mots!  It’s so worth it!

Super Bowl 2018 ads

We generally subscribe to the ADPLAN evaluation system set up by the Kellogg Graduate School of Management (Attention, Distinction, Positioning, Linkage, Amplification and Net Equity).

Tide

First, a few general observations:

  • When everyone does anthemic feel-good ads to set themselves apart from the competition, everyone starts looking the same.  In some cases I was moved almost to tears and had no idea which brand I should hug.
  • I have a dream that in the future, companies won’t feel compelled to stretch to co-opt (read: exploit) a universal good (cancer research, disaster relief, first responders, and BABIES!) to draw attention. Winner (loser) by a long shot in this category – – Ram Trucks.
  • LCD humor apparently remains a reliable go-to for advertisers (see: Febreze, M&Ms).
  • Not as many animals this year (no Clydesdales, Doberhuahua or Puppymonkeybaby), BUT we still had more than enough with Yellow Tail’s ‘Roo, TurboTax’s monster under the bed…and Steven Tyler.
  • Personality counts a LOT! Morgan Freeman continues to define ‘Maximum Possible Q Score’, Peyton Manning is a reservoir of humor and credibility (especially since the divorce from Papa John), and Eli, he of the permanently blank expression, will always be the little brother.

Selected Best Ads

  • Echo (Amazon) – – witty, creative, great cameos, and the product is the whole point
  • Doritos/Mtn Dew — great pairing, both products and performers, with a high fun factor
  • US Olympic Committee – – in the grand tradition of Up Close and Personal, terrific effort at personalizing the competitors (particularly important in light of current controversies).  Incorporating childhood photo/video a big plus.
  • Tourism Australia – – in a head-fake worthy of Doug Pederson, grabs your attention and keeps it
  • Tide (It’s a Tide Ad) – – P&G threw a long ball with several executions of this campaign spoofing other campaigns (see above), and scored. The premise of ‘if it’s clean, it must be Tide’ could not be more spot-on (pun intended)
  • Rocket Mortgage – – humorous, relatable, and highly relevant to the product
  • Sprint – – a bunch of robots who make the logic work, and then crack wise, make it a strong spot

Selected Stinkers

  • Ram Trucks – – #1 stinkeroo. Someone thought it would be a good idea to use the words of MLK Jr. to elevate…a truck. Shame on Ram Trucks, and shame on the MLK family, for that matter.
  • Squarespace – -in a way, they’ve become sort of a reliable companion in the stinker category.  This year, we had Keanu Reaves riding a motorcycle standing up and…pontificating.
  • T-Mobile – – a high-concept ad which pans over a multitude of infants, and unsuccessfully tries to make some sort of connection to the product. Creepy.
  • Febreze – – ironically in the stinkeroo category. Maybe the man’s *** don’t stink – -but that doesn’t mean the copy is something you want to be around
  • NFL – – I’m apparently a voice in the wilderness here. Most people found the Eli/Odell pas de deux a charming play off the iconic Dirty Dancing scene. I just thought it was forced, clumsy and unfunny.  Plus, not sure what the message was.

Maybe like the E*Trade commercial says, I’m just getting old.