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Category Archives: marketing

Godin writes about transparency and engagement in business as ways to become more intimate with the customer base. Having spent the past week compiling results from a customer survey, my head has been in a similar place.

How do we protect the company’s IP while competing with companies who give their product away for free?

How can we ensure our technological innovations are forward-looking and strategic and not just from the hip reactions? Are we an innovator or a fast follower? These are questions worth answering before becoming entrenched in dev.

What’s the best way to communicate to customers about coming changes and promised product enhancement?

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Friday I converted dry customer survey data into a user persona for our sales team to use in their renewal discussions.

-Sales does not need extensive graphs and data to pore over; they need psychographic information they can use immediately. Give them a user persona, one they can create an emotional persuasive connection with.

-As marketers, we’d rather see the data. Give me reams of data, graphed and sorted for use in future campaigns and value prop focus groups. Howver, sales needs something they can use yesterday. They don’t need the deep think; they need the immediate persuasion.

-In a persona, present roles and responsibilities, but also the deep pain points. ‘Up at night’ should be considered: what’s the unconscious need keeping my customer up at night?

-If you can give sales a tool that will aid them in their very next conversation, then you’re doing your job. Don’t think next quarter; think 5 minutes from now.

While in line at the Newflower Farmer’s Market (great prices!), I saw some hand wipes, individually packaged, for sale at .79 cents each. For hand wipes.

These wipes, made by Giovanni Cosmetics, are memorable not because of the ingredients – yet at almost a dollar a wipe, surely they are some quality wipes – they stood out because of branding. Each unit bore the tagline: “germ killing mini machines”.  How cool is that?  Those aren’t staid old dime a dozen wipes.  They are germ killing mini machines.

Not only is that fun to say and therefore sticky, the phrase is written in quotation marks, inviting someone to say it out loud.  I can just hear the kids: “Mom, do you have any germ killing mini machines in your purse?”

Zack Gonzales

In marketing and PR, when a new product or service is released you oftern hear about it in comparative terms, such as ‘the iPod of hospital documentation solutions’, ‘the iPod of tax software’, etc.

A year or two ago it was Starbucks: the Starbucks of bike stores, the Starbucks of doggie day cares.

This year, rather than look to Apple as we so often do, I’d like to recommend studying the release of the odd product the Snuggie. Originally brought to market via infomercials, the Snuggie has exploded into this year’s Crocs and/or pet rock.

What can technology product marketing managers learn from this consumer product?