This is our last installment of Book Chat for The New Rules of Marketing & P.R. Although we didn't cover every chapter, hopefully you've done some exploring and thinking on your own. Responses to these questions are due May 7, 2013 at 8am.
1. What did you think of the concept of site personality discussed in chapter 14? What sites do you think do a good job of reflecting their buyer's personality?
2. The chapter on mobile marketing is very eye-opening. Clearly marketers need to adapt their strategies to remain relevant in a mobile world. In fact, the chapter makes it clear that other cultures are more mobile than we are! What do you think of the statement from Christopher Penn that said, "You want to capture people when they're in the moment, especially if it's a retail or service experience, where you can help satisfy a customer. You want to take advantage of that warm felling right then and there to capture them." Has a brand ever reached out to you in the moment?
3. What would you do if somebody surprised you at the airport gate with a free upgrade, drink or snack? What does KLM gain by these random acts of kindness?
4. There's an app for everything! Have you ever used the SitOrSquat bathroom finder app?
5. What did you think of the Amanda Palmer story? What's your plan to make $11,000 using Twitter?
6. Companies know that it is important to be "searched well". Creating content, writing blogs, etc. to improve search results is something Doug Fouts of Xapsis mentioned when he spoke to us. Blogs might not be the perfect choice for every brand. What else could use that might have the same result?
In response to Penn's comment, the Chipotle app has always followed through for me personally. I'm sure most of you have tried to get Chipotle at noon on a work day and waited a half-hour+ just to start your order. But with the app, I can order online and have it waiting for me when I get there. It would be even better for ordering catering, since the app has a large range of options for ordering.
ReplyDelete1. I think that creating a distinct personality for your company's website is very important, especially if you want to reach them successfully. A website for a bank or law firm, a company that is staunch and strict, would not seem credible if they had bright colors and bold/modern fonts. This design or personality doesn't fit that of a strict, corporate type company. Groupon does a great job of keeping the personality of their audience. Their product descriptions are fun and witty and can sometimes make you laugh a little when searching for products. It strongly reflects their hip and modern personality.
ReplyDelete3. If I was greeted with special gifts after a flight, especially after a long one, I would probably vow then and there to use that airline forever. This gesture would definitely create very strong brand loyalty and awareness for the company. The first thing I would do would be to tell everyone I know so they can either do the same thing I did, or purely brag about it. This will generate a lot of business for KLM and social media traffic since you have to check-in on Foursquare. Their interesting tactic will most likely boost sales and positive feedback for KLM.
4. I have never used nor heard of this app, but how funny! There seriously is an app for that. In my opinion, however, I don't see the need for this app. All gas stations and fast food places have bathrooms, and there are tons of those everywhere you go. One benefit I can see from this app would be using it when you're in large areas, such as arenas, the zoo, festivals, etc. (except festivals mainly have port-o-potties, unless you can still find them too). I feel people will eventually compare this app to GasBuddy, except GasBuddy is very useful.
1. I think personalities are very important for sites. If you don't set the tone right, you can easily harm your potential customer base by not capitalizing on drawing in their attention. I think PacSun does a great job of exemplifying their fun, summery, carefree attitude throughout their site. It's always upbeat and is very close to the vibe when I get in the actual store. It's also largely colorful, which is pleasing to the eye as you look at clothing, another visual-based endeavor.
ReplyDelete3. If someone came up to me with a gift or drink or whatever, I would be very skeptical at first, like so skeptical I'd probably deny it awkwardly and try to escape the situation. That being said, once it's understood that it's a legit thing, I think these acts of kindness do wonders to their loyalty. Of course you're going to use the airline that gave you such a delightful treat rather than pick Delta and sit sadly drink-less in another terminal. This also gives KLM a different edge to their company's persona, an edge of spontaneity, which is personable.
1. I think the concept of site personality is extremely important. It not only allows the company to stand out but I think it also builds a sense of credibility. I know that is one of the first things I check when I go to different websites.I immediately click back if the front page does not look credible to me especially when I'm online shopping or applying for a job position. Businesses and agencies should be up-to-date and offer information where as maybe a clothing site or salon can have a little more fun with creative features. I think Nordstrom does a good job at site personality. It is easy to navigate and gives the customer access to each department.
ReplyDelete2. I think a brand that has reached out to me in the moment is Starbucks. It is always convenient and you can even keep track of your awards and gift cards through the application. The app also allows you to locate the closest store.
3. I would be very excited if I was greeted with a special gift especially because I never seem to win anything. I would be grateful and probably turn to Twitter to show my excitement. I think this would cause me to start using the brand more often too. KLM is building great brand appearance and loyalty through the program. I think this will increase business and social media traffic along with positive feedback.
3. I think what KLM did was pretty smart. Most people on social media sites or even just looking for advice and opinions turns to other people most of the time instead of relying just on what the airline, company, etc. has to say, they want real people’s opinions. These upgrades and special treats that people receive help promote the hospitality side of an airline, but when people are treated right, they tend to turn to social media to tell everyone. Foursquare was a great social media site to start because it is large enough to get people to check in, but not large enough that if this promotion was to fail, not as many people would see it. If this proved to be really successful, they may want to think about integrating Twitter or Facebook and get more people to participate. I know coming off a flight little treats are nice. I was once given a bottle of water getting off the flight and even something as simple as that was nice. I don’t think that random acts of kindness and special treats make anyone feel bad, and especially sitting on a plane, people appreciate anything that makes it an easier time.
ReplyDelete4. There really are apps for everything! One can spend hours on the app store finding something new. I remember talking about he SitOrSquat app in a different class and then actually looked for it on the app store. I decided I didn’t need it, but it would be something nice to have if I was in an unfamiliar area, or somewhere where bathrooms aren’t everywhere. It seems like a good app to use when traveling, especially if people are germaphobes, knowing where a clean bathroom is, is never a bad thing. People are getting creative these days!
2. I did this when I was buying shoes. I was trying to justify purchasing the shoes so I found this coupon in store. I'm not sure if this means that they reached out to me or not since I was planning on buying anyways. But it was a text code and receive a mobile coupon right there. Naturally, I sent in the code, received my discount and then sent STOP to ####.
ReplyDelete3. After a long flight, getting surprised with champagne would make traveling that much better! At first I thought this may be a little creepy. However, if they are checking in on foursquare then they probably don't care anyways. This encourages people to fly, especially with KLM. This may push current KLM customers to encourage other airlines to do it. They want to see who can have the better offer. A little competition between airlines. However, when others don't, it confirms in the travelers mind that KLM is a good choice and they love the 'perks'. It also helps KLM figure out what their customers like. By giving away different things they can better understand who is on these flights, again being able to target them in certain ways. Other large companies may see this as an opportunity to market. Instead of it being a bottle of wine/champagne it's Bollinger Champagne. This may also help travelers to justify the cost of the ticket. It isn't so bad when you get something else out of it.
4. I have yet to find or use that app, but I'm not surprised it exists. It is true that there is an app for everything and I'm kicking myself for not having thought of one yet.
5. Apparently I need to stay at home, grab some ice cream, and sulk about my sorrows online. It sounds a lot like people I see on Twitter and Facebook already. How come they aren't rich?? :)
6. I would think that keeping your website updated would help. Even you changed something little every week, Google recognizes that and ranks you higher. Interaction on Facebook (people talking about this)?? Google reviews helps your search.
1. I think creating site personality is extremely important. It can really make or break who you are trying to bring in as your audience for your brand. A good example of a brand portraying their consumer's personality would be Red Frog Events. They have an extremely fun and interactive website, just like the people who purchase tickets to their events! Another good example would be Apple. Apple's customers want to be technologically savvy, and their website is clean and attractive just like their products. Everyone wants that minimalistic look, just like everyone wants an iPhone.
ReplyDelete4. There is literally an app for everything, and I have barely scratched the surface with apps. I actually have used the sit or squat app in the Chicago! It is very helpful, because I can tend to be a germ-a-phob when it comes to bathrooms.
2. Culvers had a mobile number to text to get a free custard now and discounts in the future. I texted the number, but never got the code. Sad day. They wouldn't give me a custard then either after I showed them I texted the number and never got a code. They said I had to have the code. Got the code a week later with the date from a week back. That was a big fail on their part.
ReplyDelete3. I'm always skeptical of free stuff. But once it sunk it, I would probably end up telling everyone I knew out of excitement. KLM is very smart by doing this. It will help with word of mouth marketing as well as help with customer loyalty for the person they surprised.
4. I never heard of this app, but as soon as I get my smartphone working again, I'll be sure to check it out now.
2. Sometimes I don't even need to be in the moment. Mobile marketing can make me be in the moment. I get texts from a few different clothing stores. Sometimes I won't even be thinking about shopping and I will get a text with some kind of coupon or deal. Then I think it's too good of a deal to pass up so I start thinking of things I could get and then I will go.
ReplyDelete3. The people would have to look very credible and legitimate or else I would be a little skeptical of why they are giving me free items. Although if I am getting off the flight and it has been a long one I'm not so sure I would want to be bothered. I would probably just want to get wherever I'm going as soon as possible because I'd be sick of planes and airports. If the snack was given on the way on the plane that would be better.
4. I heard of the app, and downloaded it, but I never used it. I think I tried once and nothing really came up. Then I forgot about it and ended up deleting it when I did a clean up. Maybe if I were to travel somewhere I've never been before I would download it again. It may be more helpful then.
What did you think of the concept of site personality discussed in chapter 14? What sites do you think do a good job of reflecting their buyer's personality?
ReplyDeleteSite personality is a very important concept, I’m glad the booked talked about it. It is very important to use the “voice of the brand” to portray the brands “personality”, and with a website, the brand can do that. Sites can be boring, playful, bright, dull, etc, and all sites can carry a very different personality, based upon color, shapes, layout, and text. It is crucial for businesses to take their actual personality and mirror that on their digital presence. Guitar Center does a very good job of branding their site, emails, campaigns to match the “look and feel” of a Guitar Center retail store. Apple also does a very good job at bring the same characteristics to their digital presence as they have in the stores.
2. The chapter on mobile marketing is very eye-opening. Clearly marketers need to adapt their strategies to remain relevant in a mobile world. In fact, the chapter makes it clear that other cultures are more mobile than we are! What do you think of the statement from Christopher Penn that said, "You want to capture people when they're in the moment, especially if it's a retail or service experience, where you can help satisfy a customer. You want to take advantage of that warm felling right then and there to capture them." Has a brand ever reached out to you in the moment?
I feel the statement by Christopher Penn is very accurate. The brands that reach out to you in the right times are the brands consumers stay most loyal to. They will remember those moments, and talk about it to their friends and build up positive word of mouth. We are in a very mobile world, so coupons, emails, social marketing, social justice work, etc. all play a huge part in creating brand loyalty. If consumers get information at the right time (most likely on a mobile device since we never leave without our devices), they will have that special connection with the brand and will continue to support that group.
3. What would you do if somebody surprised you at the airport gate with a free upgrade, drink or snack? What does KLM gain by these random acts of kindness?
This is a smart idea from KLM. Yes, they have an initial cost, but once consumers realize this benefit, they will quickly make their money back, and more. The small things are what consumers like, and even small things have a great impact. This is something unique for KLM, and it is a simple task that has paid for itself over and over.
4. There's an app for everything! Have you ever used the SitOrSquat bathroom finder app?
I have not used that app, but have heard of it, and similar apps. There truly is an app for everything, and its sometimes shocking to skim around the app store to find how ridiculous some apps truly are!
6. Companies know that it is important to be "searched well". Creating content, writing blogs, etc. to improve search results is something Doug Fouts of Xapsismentioned when he spoke to us. Blogs might not be the perfect choice for every brand. What else could use that might have the same result?
There are many ways to increase SEO, or search engine optimization on a website. Blogs (with frequently updated content), keywords, SEO optimization, and other keywords to add to sites can increase optimization on how your listing shows up on Google. With Google specifically, having a Google Plus page will automatically make your listings rise, because Google rewards listings who use their social service.
2. I feel that there has been several times that companies have reached out to me, asking me to engage in social media but I never followed through. However, I recently attended the Carrie Underwood/Hunter Hays concert in Bloomington. Before the show even started, there were two banners at the front of the stage promoting Hunter Hays’ Twitter account. The banners encouraged fans to tweet their seat number to Hunter Hays using a special hashtag for a chance to meet him. Although I am not Hunter Hay’s no.1 fan, I decided to tweet my seat number. I didn’t check the hashtag to see how many fans had participated, but I can imagine any active fans on Twitter did. Hunter Hays did a great job at promoting his Twitter account during a time when fans were looking for something to do before the show began.
ReplyDelete3. I would be so excited if I received freebies or an upgrade before boarding an airplane, and from what it sounded like- participants were too. By just “handing out” extra bonuses, KLM was able spark word-of-mouth marketing. It’s almost natural for someone to share their excitement when something good happens to them and this is what KLM was playing on. By providing upgrades and freebies, customers might talk about it—whether is be their seat mate, a phone call home, conversations the week after or on social media, they were spreading good recommendations about the brand.
4. No I haven’t, but in some tourist cities this app could be very handy. I wish I knew about this while I was in London!
5. I was shocked to hear that Amanda Palmer was able to start a movement (along with hashtags and tshirts) just by sitting on her computer on a Friday night. But if you think about it, there are many opportunities for movements such as in many markets and niche groups. If you target the right audience, people will unite to create a community that consists of members will similar interests. For instance the Great Gatsby is coming out next week, and it is all over social media. If I wanted to make $11,000 in a weekend, I would target this group, create a tshirt, an app to find where fans can see the movie first, and maybe create a themed party. Not sure if it would work, but it’s worth a try!
What would you do if somebody surprised you at the airport gate with a free upgrade, drink or snack? What does KLM gain by these random acts of kindness?
ReplyDeleteI believe that random acts of kindness are one of the nicest things people (or businesses) can do for others. It breaks up the monotony of the day and gives someone something to smile about.
If I were handed an upgrade on an airplane, I think I would be forever grateful. There’s nothing worse than sitting in coach for 8 hours with no leg- or arm- room.
This is a great marketing strategy by organizations. Especially with airlines, I believe. I would imagine that lots of tweets about airlines would be negative and include complaints about lost luggage or delays. These acts of kindness can work wonders on social media for a brand. They get people talking, in a good way!
There's an app for everything! Have you ever used the SitOrSquat bathroom finder app?
I’ve never used this app, but my boyfriend’s dad is VERY into the newest apps. He has an app for gas stations and even found one that earns him money for acting as a secret shopper. There really is something for everything!
What did you think of the Amanda Palmer story? What's your plan to make $11,000 using Twitter?
I really like examples of how much good social media can do. I’ve seen a lot of instances where children or teenagers have an illness and are looking to meet their favorite celebrity or athlete. Twitter usually takes off with hashtags like #JustinMeetCourtney for a college woman who wanted to meet Justin Beiber.
Same thing goes for those that are raising money for victims of natural disasters or the Boston Marathon. People were tweeting after the Boston Bombings, encouraging other people to donate blood for victims.
1. I think a sites personality is what gets people to choose one site over another that is similar. The first site I thought of when I read this part was Zappos. They add their sites personality in subtle spots. If your shopping cart is empty it says “your shopping cart is empty, and a little sad.”
ReplyDelete3.This a good idea and very appropriate for an airport. I feel like there are many people that have had airport horror stories where they have missed their flights, lost their luggage, or got stuck in a city they were not familiar with and the airline took little responsibility for it. KLM is probably gaining a following of people who have experienced these problems.
4.I think the concept is really cute and goes perfectly with Charmin’s brand. I think the fact that it finds the nearest bathroom is a useful feature but most times when people need to go to the bathroom when they are out and about they do not have the patience (they can’t hold it) to be picky about the bathroom they use.
6. Video can act like blogs for companies that find that a blog does not fit their personality. Videos are also useful for showing how to use products that can be complicated to use or put together.
2. The chapter on mobile marketing is very eye-opening. Clearly marketers need to adapt their strategies to remain relevant in a mobile world. In fact, the chapter makes it clear that other cultures are more mobile than we are! What do you think of the statement from Christopher Penn that said, "You want to capture people when they're in the moment, especially if it's a retail or service experience, where you can help satisfy a customer. You want to take advantage of that warm feeling right then and there to capture them." Has a brand ever reached out to you in the moment?
ReplyDeletePink does a really good job of reaching out to customers. I downloaded the app when I was in the store once and then they started texting me alerts and coupons. Currently, I have one where I can get free flip flops and a tank top the next time I'm in the shop. Especially now that Pink has its own store, I think their mobile marketing will help sales a lot.
4. There's an app for everything! Have you ever used the SitOrSquat bathroom finder app?
I haven't ever used the SitOrSquat app, but sometimes when I go to see a movie in theaters, I use RunPee. It tells you when the slow parts are in movies so you can sneak out and go to the bathroom then it'll give you a quick synopsis of what you missed. It's really convenient!
6. Companies know that it is important to be "searched well". Creating content, writing blogs, etc. to improve search results is something Doug Fouts of Xapsis mentioned when he spoke to us. Blogs might not be the perfect choice for every brand. What else could use that might have the same result?
Tumblr seems to be getting more and more popular. There's not quite as much room to write your own thoughts, but .gif pictures would be a fun way to interact with your customers. I'd probably check out a brand's Tumblr if they had one.
2. I think it is important to capture somebody in the moment. People tend to buy things on impulse that they might not have bought if they actually took some time to think about it. Capturing them in the moment, by making sure their experience is as pleasant as possible, will encourage people to make more of these impulse buys. I've never had any brand reach out to me, but I don't do very much shopping, and when I do, I tend to know what I want ahead of time.
ReplyDelete3. I think these randoms acts of kindness are great for the company's business. After people, like telling people when something was great for them. If someone does something nice that was unexpected, then you're going to want to brag. I know I'd be thrilled if the next time I fly, I was given a free upgrade, or even a free snack. It would probably make my day.
4. Apps like this make me laugh. I guess I could see how they might be useful, but I don't think most people struggle to find the restroom when they need one. Maybe I'm wrong and I just have some sort of super power that allows me to find the bathroom when I need to. If that's actually the case, though, that might be the lamest super power ever.
2. I think it is important to capture people in the moment in retail because there is often a lot of emotion involved in shopping, especially for clothing. Impulse purchases are quite common. If a brand were able to catch a buyer in the exact right moment, the buyer might buy it without thinking too much about it.
ReplyDelete3. It would depend on who the source of the surprise was. But if it was a reputable source, I would be ecstatic, especially if it was an upgrade to a comfier seat. I feel like this would definitely boost KLM's friendly image. It would create good WOM and possibly loyalty.
4. Having been to a foreign country that has plenty of squatters, I would definitely use the SitOrSquat app! With being klutzy and unaccustomed to squatters, this app would save a lot of hassle and potential embarrassment.
3. I think i would love to be surprised at a gate with free stuff. Great way to brand yourself for free because of peoples need to use social media to broadcast everything that happens to them. They stand free advertisement from the people.
ReplyDelete4. This app is hilarious. I dont know how much use it would be, but there is an app for everything, and people I am sure will use it. Great for big places, but not needed for something small. Wonder what they will come out with next!
I know that I'm super late on this so it's not going to count anyway but...
ReplyDelete2. Mobile marketing is super helpful. It is a great thing to catch customers in the moment. I often find myself making random shopping trips on the weekend because I of course am signed up for like a million text coupons. Berner's often sends me a text for $50 off a purchase of $100 which is too good of a deal to pass up. I often will make a special trip out to Bergner's when this happens even if my schedule is super busy.
3. I would be in shock. I feel like at the airport, I always assume the worst. I never really expect anything good to come out of a trip to the airport so if someone did something nice for me I would definitely remember it. It would also be something I would be very likely to talk about to others. I would help them out with free word of mouth advertising.
4. I had not heard of this app before... but now that I know it is available, I am really considering downloading it because I often find myself searching for bathrooms at places. This also made me think of different types of weird apps that are out there... and I definitely found some interesting ones... here is a link for more! http://www.huffingtonpost.com/news/weird-apps