Social
I have used it to get rid of a cat, find a friend and figure out what to make for dinner. I have gone on lunch dates, rented movies, visited certain restaurants and avoided others as a direct result. It’s one of the first things I do each morning and, truth be told, I probably do it at least 20 more times a day.
Opening up a can…
Six months ago Honda decided it would get social. Their new Crosstour design was to debut exclusively on a Facebook page. They put in product features, photos, and design differences from competitiors hoping to open up their world to social media users.
Ask
“One dollar and eighty-seven cents. That was all. And sixty cents of it was in pennies… Expenses had been greater than she had calculated. They always are. Only $1.87 to buy a present for Jim. Her Jim. Many a happy hour she had spent planning for something nice for him.” So bemoans Della Dillingham Young, young heroine of O. Henry’s ironic tale The Gift of the Magi.
Do you know the story? Della sells her long, luxurious hair to buy a watch chain for “Her Jim,” who has sold his watch to buy combs for her hair.
Distraction
When Ms. Jones sits down at her computer, she might have a clear objective and an obvious mission. She may have just seen your television commercial, heard you on the radio, or flipped through your flyer. But here in her online world, you might as well forget “dozens of distractions” – there are millions of megabytes competing for her attention. By the time she gets past the fancy flash on her home page and types in her query, we’re lucky if she remembers what she was looking for in the first place.
Whiteout
Do you have a disaster plan? How will you reach your employees? More importantly, can you call your customers? Can you access your banking electronically? What if it happens on payday? Will you still make payroll? Do you know what you were scheduled to receive today? How will you contact your carriers? How will you make up for lost revenue and lost opportunities? Remote access to your office and internet-based operating systems can be a real lifesaver.
Exchange
Now invite someone to walk in your shoes for an hour. Can they feel the pressure? Do you switch roles with every interruption?
Thrice
You know the old saying, “Fool me once, shame on you. Fool me twice, shame on me!” Well, at thrice, you move beyond simple shame to slap-yourself-in-the-forehead stupidity.
Proof
Ms. Jones writes off generalities as puffery and pomp. Frankly, she thinks you’re lying. Prove yourself with specific, quantifiable, reliable and credible facts.
Fatherly Advice
My marketing hero was not a college professor or the marketing director of a Fortune 500 company. My marketing hero was my father. Meeting the needs of customers in good times and bad times is important for all retailers. Our customers’ needs have never been greater than in today’s economic environment.
Let’s create something great!
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– The Doran Family
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