Connecting with brand advocates and fans is the ‘hot’ marketing tactic today, and for good reason. While customers as a whole don’t trust brands, they do trust other customers.
Over the Hills and Far Away: The Rock Star’s Guide to Building an Online Community
Jessica Northey-Shaw is kind of a big deal in the country music scene. She’s worked with many of the industry’s top artists, and her #CMChat is probably the largest chat on Twitter, she’s had artists such as The Oak Ridge Boys, Charlie Daniels, Clint Black and Alabama as guests. She told me once that one […]
Baltimore Orioles Write Handwritten ‘Thank You’ Notes to Season Ticket Holders
Coming off an atrocious 108-loss season, the Baltimore Orioles decided to double-down on thanking the season ticket holders that stood by the team. The players recently wrote handwritten thank you letters to season ticket holders. Orioles Director of PR Kirsten Hudak talks about pitching the idea to the players: “I wasn’t sure what the reaction […]
Why Do Rock Stars Have Fans, While Companies Have Customers?
Gene Autry was a rock star decades before there was such a term. From the 1930s to the 1950s, “The Singing Cowboy” was one of the nation’s brightest film, radio and television stars. He died in 1998 as one of the richest 400 Americans, and the only entertainer in that group. I was recently watching […]
Selling Your Passion vs Selling Your Product
The vast majority of companies I work with are using social and digital media to build awareness for their brands. Typically, they contact me because their efforts aren’t getting the results they need. One of the first mistakes I often find is that these companies are selling before the buyer is ready to make a […]
Why Great Storytelling is So Important to Your Brand
I’ve been working with my friends at MarketingProfs this Summer to create a course for their Storytelling Summit for Marketers, which launches on September the 10th. As a way to give you a sneak peek at my course, Storytelling on Social Media, I wanted to talk a bit about why it’s important for your brand […]
The Secret Language of Happy Customers
Let’s say you are a die hard fan of the movie Memento, like I am. Think about the conversation you would have with someone who just saw the movie for the first time last night. Most of their input would likely be along the lines of “WTF did I just watch???” Now how would that […]
Tiny Love Spaces – Why Smaller is Often Better in Social Media
I wanted to talk about three distinct groups of friends I’ve followed over the last year or so. The first is a group of friends who are frequent business travelers, and we share stories and purchase suggestions in a group on Facebook. The second is a group of friends who are fellow members of Adobe’s […]
Great Customer Loyalty Programs Are Built on Offering Great Experiences
You’re grocery shopping, and it’s time to buy cereal for your kids. They like Apple Circles and Honey Nut Loopies equally, so you typically grab whichever one is on sale. But not today. Because you just joined the ‘loyalty’ club for Apple Circles, and they sent you a $1.00 off coupon, so today is an […]
The Factors That Drive Brand Loyalty in 2019
Wikibuy recently surveyed 5,000 people to learn what made them loyal to a particular brand. You can find the research here, but I wanted to go over some of the findings: Product Quality is the Top Driver of Brand Loyalty. 40% of respondents identified product quality as the attribute most likely to make them loyal […]
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