photo by mmlim on Flickr

Ah, the infamous “birds and the bees” speech. Yes, you know the one. It is quite possibly the most awkward moment in all of parenthood. One of the necessary evils to ensure you’ve provided both the education and direction to point your offspring down the virtuous path. Ok, I’m feeling awkward already.

What’s my point? After years of consulting, I’ve recently just realized that, unbeknownst to me, I’m giving a similar talk to my clients. Of course, I’m not talking about tips on how to get to first-base, but real prospect/customer relationship advice. As stages of a relationship evolve, so should your marketing messaging.

Common courtship and lifecycle marketing possess some uncanny parallels that I’m sure you’ll get a kick out of. Here’s what I mean:

“Playing the field”

Like in the dating world, your prospects are  doing research and figuring out the type of company, product or service they like to settle down with. They are  visiting competitor websites, speaking with sales reps, perhaps even getting product demonstrations (keep your mind out of the gutter here folks). As a marketer, it’s important to provide  messaging that is geared to getting your prospect’s attention. Make it personal. First impressions are everything. What makes you stand out? What about you will make their life more enjoyable?

“Wearing the letterman’s jacket”

They enjoyed their first date with you (i.e. direct mail piece, email, website, social media) and have decided to take it to the next level. As they continue down the sales cycle, this is your opportunity to grow the relationship by asking questions about their purchasing needs and then tailor your marketing messages to address those needs. If she likes Italian, don’t take her to an all you can eat Chinese buffet. Likewise, don’t take her to the same restaurant date after date. Too often, marketers don’t send targeted marketing collateral, or they use the same messaging in each interaction. She’s falling in love. Keep her interested with intriguing and fresh info about you.

“Down on one knee”

At some point, the courtship ends. You have to take a leap of faith and ask for the sale. But how will you ask? Will it be memorable? Will she be proud to tell her friends (ahem, business referral) about how you did it? As a marketer, think about your interactions through the sales process – is she the type of girl that would like a proposal on the jumbotron at hockey game? Or a single rose on a sandy beach? Learn from the courtship and use the sale as another chance to reinforce your brand. Remember, like a proposal, it’s about the right person, the right message, at the right time.

“Wedding bells”

They said yes! But this isn’t a time relax, she’s been dreaming of this day since she was a little girl. Ok, that might be a bit of a stretch when it comes to your product or service. However, marketers sometimes forget to reassure customers about their decision. You don’t want your prospect getting cold feet, and you don’t want a new customer getting buyer’s remorse. Remind them of all the reasons you are the right match. Use the purchasing transaction as a way to show them how attentive you are and how appreciative you will be for years to come.

“Happily ever after?”

The worst sin for marketers is to forget about existing customers. Are you communicating, or better yet, marketing to them on a regular basis? Are you introducing cross-sell and up-sell opportunities? It’s about giving them attention and continuing to evolve your relationship. Don’t forget anniversaries (renewals) and be prepared for fights (customer complaints). If they aren’t feeling the love, her eyes will begin to wander at the next business that’s been flirting with her online. Continue to show your passion or she might stray.

It’s a corny analogy, but it’s usually one that resonates  with clients. Take a good look at your customer lifecycle, and be sure to map your messaging accordingly. As for the real birds-and-bees speech? Well, you’re on your own there!

photo by leetlegreenman on Flickr

A client told me his sales staff was frustrated because the campaign we were running wasn’t generating many leads. We went back through his strategic plan, and I pointed out that the lead-generating activity of the campaign was not executed.

We executed the awareness part of the campaign strategy, which was performing very well. We effectively moved the audience into the interest stage of the campaign. But that’s where it stalled out.

This is a common mistake, but one that is easily corrected.

A solid campaign will, at its highest form, take you through the stages of consumer involvement: AWARENESS – INTEREST – DESIRE – ACTION, or AIDA. There are strategies and tactics that support each of these areas. All the stages should be considered carefully as your audience moves through the cycle to action (the purchase).

Here’s how it works:

1)    Awareness

“Who are you and why should I care?”

Activities include:

• Broad-based advertising like print, radio and television ads that introduces the company or product
• Direct mail that may or may not have an offer
• Public relations
• Email  (Sometimes. This is more effective if the prospect has already opted in or raised a hand.)

2)    Interest

“I might want what you have to offer, but I need to know more.”

Activities include:

• Online search
• Clicking a banner ad
• Visiting a website
• Ordering more information (perhaps a brochure or literature piece)
• Calling the company with general inquiries
• Offering more information to the company by taking a survey or through public relations efforts

3)    Desire

“I definitely want what you have. I just need to learn more, get a little push, maybe see a special offer.”

Activities include:

• Registering for a special offer
• Reading more about the product (beyond general interest)
• Pricing out the product or service, getting a quote
• Email – segmented dialog

4)    Action

“I’m ready to purchase, order or sign-up.”

Activities include: the purchase!

Ultimately you want to move people to Action, but many will stay in the Interest/Desire area for some time. This is where automated campaigns and ongoing dialog are critical. If you can gather enough information about the prospect at the Interest stage, you can serve them relevant information that will more quickly move them to Action.

Sustaining relevance in the Interest/Desire stage will help you close the sale.

Ongoing dialog can also teach you a lot about what messages resonate with certain people. As you learn more, you can segment and alter your campaign to increase effectiveness.

To learn more about AIDA, visit MindTools.

It stings a little to hear that, but the sooner we embrace it, the quicker we can relate to people.

Don’t get me wrong. Your features and benefits are awesome. I know they are. But your audience is really smart, a little self-centered, and ignores much of what marketers say.

Steven and the bullet points

There’s a big difference in how we get to know people and how we get to know our brands. To communicate effectively, you have to close the gap a little through storytelling. Let’s explore this difference with a guy I know, Steven. Below are some of the mundane details of his life. Notice how quickly a personality starts to unfold:

• He is 32 and single
• He is looking for a promotion
• He was crushed by the Vikings’ NFC championship loss
• This weekend, he will crack his friends up at a karaoke bar by singing Billy Squier

After learning a few things about Steven, you can start to make a judgment about him, and discern whether he’s your kind of person or not. Now let’s take a look at some typical bullet points for a product:

• It’s easy to use
• It uses the latest technology
• It costs less than the competition

photo by Mykl Roventine: Out & About on Flickr

You get the idea. Based on those bullet points, which of the preceding stories do you want to follow? Steven or the product? If you asked me, I’d go with Steven.

People have an infinite number of things going on that make them different, interesting and likable. Products, however, usually look and sound much like the closest competitor—with one or two points of distinction. It doesn’t have to be that way.

Maybe Steven doesn’t know that your product would make one hell of a prop in his story. We can do that by taking what we’ve learned about him, the culture, the world and your brand, and relating to him.

Maybe if we gave Steven some interesting details of our own, we’d draw him in long enough to realize that your product will save him time and money. Maybe then, he could work up the nerve to ask for that promotion, which would help him afford season tickets for the Vikes next year, or a couple of nights out with friends and Billy Squier.

A great creative team uses creative ideas (sometimes far-out ideas) to tell those stories about your brand—because people like Steven are busy, unconsciously thinking where am I in all of this? Their attention is shifting to their own little story: lunch, the dog, and fantasy football.

Good creative isn’t “fluff” or a devious agency scheme to win awards. A strong concept allows your audience to dream. It helps them relate to your brand and fit it into their life’s narrative. It primes their brain for rewards they seek.

Creativity, and a good story, can tell Steven that you’re his kind of people. It’s powerful stuff if you care to use it.

Phil Hunt is a Flint Group copywriter, and thinks that Steven and the Bullet Points would make a good band name.

photo by tanakawho on Flickr

But the world went and changed. Communication technologies evolved and altered how we consume media. The next thing I knew, the marketing practices I fell in love with back in college had grown unsightly and questionably obsolete. But have no fear, marketers! Our old friend just needs a little nip-tuck, and she’ll be generating leads and building your brand just like the good ol’ days.

Here are five makeover trends meant to upgrade your marketing strategy.

1. Interruption to Engagement

“Psst. Hey you!  Stop what you are doing. Look over here, and listen to what we have to say!”  If our marketing efforts could talk, this is what they would be saying.

Our tactics and messages are typically about interrupting our audience in hope of gaining mind share. However, technology allows us to imbed our messages into our consumers’ lives without nearly as much disruption: emails read on smart phones, online pre-roll advertisements before watching your favorite sitcom on Hulu, and rich media banner ads that practically bring your website to your consumer without yanking them away from their current web page.  Be where your target audience consumes media. Make it seamless and easy for them to participate with your brand.

2. Awareness to Participation

Did someone say participate?  Previous marketing intellect prescribed a healthy dose of “attention grabbing,” taken with a full glass of “awareness building.” While both are still imperative, the latest studies show we need to take our marketing beyond simple awareness. Consumers don’t want to be talked to; they want to engage in a conversation.

Social media is about having a personal voice and sharing it with the world (or connections, friends and followers, depending on the social tool of choice).  Successful companies have found ways to transform customers into vocal consumer advocates via Facebook, Twitter, Linked-In, YouTube and community blogs. Craft your message, provide a platform for discussion, and engage in a dialogue with your audience—they are dying to be heard.

3.    Marketer-Centric to Customer-Centric

Bad news. We’re marketers and we have two things going against us: time and subjectivity. First, most of us are strapped and burning the candle at both ends—so we send communications out to consumers when we find the time, or when it’s scheduled on the promotion calendar.

Secondly, we forget to be objective. We force-feed our customers the value prop we’ve defined for our product or service. The reality is, customers don’t care about how smothered your inbox is, and they don’t care about your functionality spec sheet. Customers are looking for relevant information when it’s convenient for them, not you.

Marketing automation technology allows for triggered direct mail, email, and mobile responses which deliver that instant gratification your customers demand. Optimization features in these tools will soon allow us to automatically test and improve results of marketing campaigns for each individual—including collection of time and behavior-based data that will forecast when your customers are most likely to view your marketing communications.

4.    Segments to Individuals

Did someone say individual? (I’m getting good at this transition thing).  A number of years back, we thought we got smart. We started communicating to our consumer base differently by segmenting them into groups using demographics, firmographics, and purchase history.

We just can’t seem to catch a break.  Today, by tracking web-based behavior (website activity, email click-throughs, web form submissions, and social media interaction), we harness the power to completely customize creative and copy for each communication, ensuring the right message is used to resonate with your customer.

Personalized direct mail, email, banner ads, mobile messages are all feasible or on the horizon.  It’s not just cool (and a little freaky I’ll admit), it will soon be an imperative in order to break through the “one size fits all” clutter.

5.    Business Gets Personal

Business used to be personal.  I’m talking small-town bakery personal.  Then, mass communication exploded.   Service had to scale, and the goal was to reach as many people as possible with a single message.

However, marketing is in a throwback trend.  Corporation executives are having interpersonal two-way conversations with their consumers while the world observes. Studies show people trust other people more than any other marketing medium.

Subsequently, organizations are starting to share stories of people impacted by their brand. People listen, people respond with their own story, more people listen and respond.  Soon everything becomes marketing. Organic, consumer-driven discussion trumps the carefully crafted corporate message.

photo by AMagill on Flickr

Oxford University Press recently named Facebook’s “unfriend” as word of the year. Time named “sexting” number one in its top 10 buzzwords for 2009. I keep my own list of corporate communication words – many that are buzzwords or related to trends. Topping my list for the second year in a row is transparency.

Organizations and businesses of all kinds keep talking about the need to be transparent and achieve open, honest communication. Google the phrase “transparency in healthcare,” and you’ll get deeply entangled in both sides of the year-long health care reform debate.

But true transparency is a hard concept for some organizations. It’s even harder for some management teams to embrace. True transparency goes beyond what the public relations team prepares, or how a spokesperson responds.

Social media has taken corporate (and personal) transparency to a heightened level. No longer is the “authorized spokesperson” representing a company, a product or an issue. Customers and employees are weighing in, telling us all what it’s really like to own a product, experience good or bad service, or work for an organization.

With all of this, the role of the communications professional has widened.  Listening – always a critical part of communications – is now the first step. Developing guidelines for social media usage is one way a company can adapt to the issues that come with being a transparent organization.

I predict transparency will still be at the top of my list next year. Are you ready for the opportunities that transparency will deliver? How are you adapting to the challenges?

A year ago, my son asked if he could get a Nintendo DS for Christmas. I quickly responded, “No. We’re not getting one of those.”

He proceeded to tell me how cool they are, that everyone has one and they would be SO much fun.

Again, I said no. “You spend enough time on the computer.”

Then, he asked his mother. She said, “Talk to your father.”

Over the next two weeks, he asked anywhere from one to twenty times a day. I was determined not to give in. So was he. Even after last year’s disappointment of not so much as a game card in his stocking, he brushed himself off and tried again.

He said, “Well, maybe next year. My birthday is in August. Can I get one then?”

This time, I said, “We’ll see.”

Music to his ears. He recognized that I gave in a little. The door was back open.

photo by {just jennifer} on Flickr

Over the next twelve months, he cut out pictures of a Nintendo DS, circled them in advertisements and dragged me to the electronics section of retail stores. He even got me to play with one while visiting his cousins. All the while gently asking, “Do you think we can just get one now?”

Last month he saw me doing a Sudoku puzzle in the paper. He took the opportunity to let me know that I, too, could have fun with a Nintendo DS, since you can buy a game card that has Sudoku and many other fun brain teasers. When I tilted my head and pondered momentarily, he knew he had me.

Even though I said no, he knew that this time it was a yes.

The power of persistence.
So, what does this all mean, besides that I have a determined seven-year-old?

It brings me to the value of nurturing, and asking for the sale.

According to the National Sales Executive Association, you might have to make ten to twelve contacts or calls before a sale.

Do you throw in the towel too soon?
50% give up after just one contact or sales call.

• After two contacts, 65% give up
• After three, 74% give up
• After four – 89% give up

What happens if you don’t give up?

• At five contacts your prospect will be able to recall you. You’re starting to become a factor.
• At six contacts, your prospect is getting to know you.
• At seven, you’re finally earning top awareness.
• At eight, odds are that you’re the only one to have made this many contacts or calls.
• At nine, you have likely given the prospect some information that’s relevant to his or her situation, and you’re starting to earn trust.
• At ten contacts… you’ve hopefully made the sale. Or at least you’re well on the way. Don’t give up just yet.

You don’t have to beg.
In today’s marketing world, you can use a multitude of tactics to get in front of prospects and stay in touch. Along the way, you can learn more about them and deliver a relevant sales pitch, and even ask them for the sale. How you go about it will certainly vary by your product or service, your market as well as your objectives and goals. Regardless of your plan, see it through. Don’t expect those sales to magically appear after just one or two contacts.

Remember. The next time a prospect says no, just put yourself in the mind of a 7-year-old.

No can mean yes… eventually.

Nowadays, consumers find themselves in a sea of possibilities. In the retail sector alone, there are numerous options for finding common products both locally and online. For some products and services, consumers make their buying decision based on the value they are getting by comparing features and price.

In a world dominated by chain stores, the mom-and-pop shops will rarely be able to go toe to toe with the retail giants in a price war and win. They have neither the distribution system nor the quantity of orders to be able to compete. But that doesn’t mean they are out of the game. Often when you go to these chain stores, you are on your own. If you do have questions about a product, it can be a chore just to find someone who works there, and even then it doesn’t mean they can help. A lot can be said about employees who have researched the products they sell and can confidently guide customers through the buying process.

Consumers in this economy are slowly beginning to spend again, but much more cautiously than before. They want to feel that their purchases are valid and that they chose the right product. There’s nothing like a poor customer service experience to leave a bad taste, especially with larger purchases. I have had a few experiences that have given me that feeling, and it has affected where I do business. I have found myself going to retail locations that I feel better about spending money at, even if they are a little out of the way. I am sure I am not the only one who operates this way.

This carries over into service industries as well. Clients should feel that when they part with their hard-earned money, they are going to see a return on their investment. Sometimes creating the best product or providing the best advice doesn’t mean as much if they don’t feel they have been taken care of along the way. Letting the client know that you are there to meet their needs makes them feel like you are their partner and not like you just want to make a quick buck.

Here is an example of some poor customer service.

What are you doing to ensure you’re providing the type of service people will go out of their way for? I’d love to hear your ideas.

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I was familiar with some of the communications agencies in town, but didn’t consider using them. I didn’t understand that an agency can make you look really good – and that it can help you be smarter about your budget.

It seems a little counterintuitive, doesn’t it? Use an agency. Outsource internal work. Pay “big bucks” to do stuff that’s in your job description.

But when you work with an agency, you are really managing your responsibilities better. You’re getting superior creative executions. You’re poised for better results. And you’re getting more mileage out of your marketing budget.

I still cringe at the thought of some of our self-produced videos and television commercials. It doesn’t have to be like that. Now I have some solid experience behind me. I’ve worked with some very intelligent people. And today, I clearly see the value that an agency brings to the client.

I’ve spent much of my career on the client’s side of this kind of this kind of relationship – so I know exactly the dilemmas and challenges of working with an agency. Here are some things that I have learned:

An agency doesn’t want your job. I guarantee it! We want to work for you and with you. We want to make you look good because that makes us look good.

An agency doesn’t want to do everything. We know our expertise and our limitations. We work best when we offer up the things we are best at. Your internal team can execute on the things that they are best at.

A good agency delivers a clear perspective. No matter how well you know your audience, your knowledge is skewed by how your audience interacts with your brand. An agency can, and should, spend a great deal of time understanding your audience with a fresh and unbiased perspective.

An agency wants to be an extension of your team. We feel great pride in helping you achieve your goals. That’s a big deal to us. That’s how we measure our success. The state of your business keeps us up at night too. We want you to do well; that’s the center of our motivation.

We listen. If we are doing our job, we may not always give you exactly what you ask for. Knowing what we know about your audience and about communications, we feel it is critical to our relationship to look out for your best interest. That may or may not mean doing exactly what you say. If you aren’t being challenged by your agency, you might want to look for a new agency.

An agency is broad and deep. Now that I’m on the agency side of communications, what I appreciate most is that you tap into a lot of smart people who concentrate in communications disciplines. This is huge. Who, honestly, can keep up with how quickly our world is changing? One person can’t possibly know everything necessary to make good decisions – or create effective communications.

So… are you concerned that working with an agency will be your downfall? Think again. It just might be the smartest decision you make.

Before getting into the heart of the discussion there are a couple of drawbacks I feel are important to point out.

1) The stats are compelling, but the transitions are too fast and it is difficult to process the content of every slide. Personally, I found myself having to stop the video and back it up several times to catch the full content of each slide.

2) The music, which Qualman appropriately credits, is the same as the widely followed Did You Know 3.0 video presentation from 2008 on Globalization and the Information Age (also mentioned at the end of the video). An obvious attempt at leveraging the recognizability of Did You Know 3.0 and attributing it to the world of Socialnomics(TM).

Get past the obvious drawbacks and you do have a compelling case for the incredible adoption of social media. But we return to the question, “Should we be surprised?”

Humans are by nature social specimens and since the beginning of humankind have sought out social interaction. With the globalization of society today via rapid transportation, acceptance of venturing outside of the traditional family network, and the incredible effect of instantaneous information transfer, acceptance of social media should be an absolute.

Bridging the Digital Divide

What might be most surprising is how well people have chosen to transcend technological comfort zones in order to engage. Honestly, Facebook can still be a difficult place to navigate and use, but the basics are there to allow someone to get started, share a photo and start a conversation. And the same can be said for many other social media tools. It is relatively easy to start a conversation – something that has allowed the tools to transcend a digital divide among potential users.

Qualman states that adoption of social media is the biggest shift since the industrial revolution. Really? I counter that social media has ALWAYS existed, it has just taken on different forms. And as technology has improved, our ability to socially share and engage has been enhanced by access to digital social media tools. He also states that 96% of Gen Y will have joined a social network by 2010. I counter that 100% of every generation is currently engaged with a social network of sorts – digital or otherwise – be it a church group, sports team, hobby club or classroom.

Adoption A Surprise

Another point to contend is the comparison of adoption rates to reach 50 million people among radio, TV, internet, ipod and social media, of which obviously social media trumps all in adoption rate (although the definition of what does and does not qualify as social media is fuzzy). There is a profound difference though. Until recent technological advances, all of the other mediums were not capable of interpersonal social interaction (with internet coming closest via chat rooms, instant messaging, etc.). Entertainment and information needs were being met via the other tools, but humankind’s social needs were not. By understanding the social needs of the human spirit it comes as no surprise that adoption rates for social media tools have been rapid.

Wake Up the World

The thing is, among all this, Qualman’s statements and video are NEEDED. They serve as a fresh, invigorating wake-up call to the world of business and those who rely on consumers to purchase their product or service. He’s right when he says, “Social media isn’t a fad, it is a fundamental shift in the way we communicate.” He states, “80% of Twitter users are on mobile devices – imagine what that means for bad customer experience?” Any business that fails to recognize the shift in how their cutomers communicate with friends, family, peers and community is a business fated to lose touch with their customers.

In the Fast Company article Create Your Own Economy, author Tyler Cowen admits, “My Twitter feed is a virtual meeting room with economists, aid workers, entrepreneurs, housewives, celebrities and plain old friends.” Word of mouth becomes world of mouth instantaneously via the social-media-connected society. And the implications on any business brand can be mind-boggling.

Bottom line, I wouldn’t go so far as to say social media’s impact would rival that of the industrial revolution. I wouldn’t even go so far as to call it a revolution at all. Humankind has always been social – and we continue to gravitate towards the tools that facilitate our social needs. But Qualman’s Social Media Revolution video certainly fills a need. It’s a wake up call that simply must shake the world of business and commerce.

The Brand / Consumer relationship is changing, and adoption of social media tools is the catalyst. Those who fail to recognize such change will be doomed to irrelevance.

AadlandFlint and the Flint Group has more than 50 professionals trained in social media strategy and development. Follow just of a few of our digital professionals on Twitter at @jlysne, @fijens, @areierson.