By Joanne Maly
April 23, 2010
It’s Contagious.
I love the new definition of contagious these days. Not medically speaking, of course.
For many businesses, the trend du jour is to be perceived as different, bold, edgy, creative and fun — and to have your message spread with a mind of its own.
The goal is to have your message reach potential eyes, ears, fingers, computers, ipods, ipads and mobile phones as quickly and as broadly as possible.
Undoubtedly, there are many an ad agency and product company who woke up this very morning hoping that someone on their staff would have a simply genius idea today. And they hoped that idea would result in a print ad, tv commercial or online video that in turn would then spark a contagious flurry of viral proliferation throughout every social media medium.
The Old Spice – If You Have It – commercial continues to have its own afterlife on the internet for instance, long after the actual spot aired on tv.
The ideal scenario is to have the germ (ahem, I mean concept) eventually disseminated across Facebook, YouTube, Twitter, Plaxo, FriendFeed, Hulu, MySpace, Google and Bing, etc. The inspired graphic, the 30-second tv spot or the one-minute video would catch the imagination of the public and in a nano-second, we would see the idea-as-a-finished-product then proliferated across the world’s airwaves and web-ernet with immediacy and ‘contagious’ enthusiasm.
An example in point: the Roller Babies viral video produced by Evian cleverly spread the product’s targeted message across the internet through subtle fun.
Instead of virus symptoms being the topic reserved for doctor offices, we now spend time talking about viral basics in our conference rooms. We analyze an idea for success fundamentals such as message clarity and visual creativity. We probe ideas for elements of uniqueness, factors of fun, the possibilities for success, and hopefully, the potential for a full viral outbreak.
Last year’s amazing public singing debut of Susan Boyle on Britain’s Got Talent swept through social and traditional mediums with a vengeance. Companies dream of a similar word-of-mouth success.
This new world of viral thinking has added a whole new world of fun and energy to business.
In essence, we have a new vernacular for successful marketing and advertising. And the word contagious now enjoys a whole new reputation.
Please feel free to share your thoughts in the comment box below.
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By Joanne Maly
July 29, 2009
Zappos.com sells shoes.
Well, actually, Zappos sells shoes … and backpacks … and purses … and jewelry … and housewares … and paraphernalia … and more.
Even prior to the July 22, 2009 purchase of Zappos by Amazon.com, there was a buzz about this company that defied the norm. As a person who loves to delve into the why’s of business success stories, I was curious about Zappos.
Note: I am apparently one of a few people out there who has never purchased anything from Zappos.com or ‘watched’ my new shoes’ hour-by-hour, animated delivery tracking visuals on the company’s website.
There are perhaps figuratively a ‘ga-zillion’ online stores and e-commerce sites. So then, why this ‘love-fest’ for Zappos? Is Zappos the Lance Armstrong of retail.com? And if you built a pyramid graphic representing online retail merchants’ customer popularity, would Zappos be at the top of that apex?
I visited the home page for www.Zappos.com, and at first glance, it appears to be just another ‘order-your-shoes-from-us’ site. Given the hype, I suppose that I expected to see a product inventory catalog page more like the bells-and-whistles-explosive-color-fun-to-use Disney.com site. Almost disappointingly, the Zappos.com landing page is plain, functional, and just ‘there.’
But the company’s bells and whistles come in another way. In fact, the company’s differentiating strengths practically shout once you navigate through Zappos.com.
A visit specifically to the Zappos customer comments page told me the real Zappos story. That’s where I found a literal litany of warm and fuzzy user comments. http://www.zappos.com/n/showtestimonials.cg
The Zappos magic is that they have blended the lessons that business owners in our grandparents’ days knew (the customer comes first) with trend-setting e-marketing and retail technology. The company works from a starting point and a basic philosophy that ‘our customers rule.’ From that philosophy, Zappos has shaped a business strategy that is creative and demanding. And, from that strategy, they have then developed an order and delivery operation that is best-in-class compared with their competitors. The company continues to deliver on their promise and wow the industry.
Customers gush over the service they have received. Amazon’s CEO Jeff Bezos had some pretty effusive comments as well about his newly-purchased company. In a fun YouTube video, Bezos casually chatted about Amazon and his company’s new ‘toy’ (oops, I mean, his Zappos purchase).
Bezos said, “Zappos has a customer obsession that’s so easy for me to admire.”
He continued, “I get all weak-kneed when I see a customer-obsessed company, and Zappos certainly is that. Zappos also has a totally unique culture…and I’m super excited about that.” Source: Los Angeles Times article: http://bit.ly/O6Q3h
I’m hooked on the Zappos concept and on their company goal for nothing-short-of-excellent-performance.
Now, the question is…. What kind of shoe do I want?
I’ve copied some of the Zappos.com customer comments below to give the readers of this Simply Said blog some ideas for implementation in your own business and life.
Zappos customer Margaret says:
I’m just writing to tell you how fantastic your customer service is! I am really impressed with the speed and accuracy of incoming orders as well as returns. …. Zappos is fantastic ….! We will continue to use Zappos in the future!
Zappos customer Amy says:
… I love shopping with you and will continue to do so. Your service is outstanding.
Zappos customer Elaine says:
… I just love Zappos. Your site is so easy … Your customer service is outstanding. It amazes me I can place an order one day and the next day it is sitting on my porch. … Great Job Everyone!
Zappos customer Alicia says:
… How cool! I was certain there was a mistake, I knew I had just ordered the shoes yesterday – and they were here today!
Zappos customer Brian says:
… There is NOTHING out there like your company. Everything about it is perfect. Awesome!
Zappos customer Denise H. says:
… Wow… I am very pleased to do business with a company that goes the extra mile and that truly understands the meaning of customer service.
Zappos YouTube video
Please feel free to share your thoughts in the comment box below.
If you liked this post, please share it on Twitter, Digg, Delicious, StumbleUpon, LinkedIn, or Facebook.
And, I’d be honored if you would like to follow me on Twitter @JoanneMaly or visit the Lincoln Maly Marketing fan page.
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By Joanne Maly
July 8, 2009
In America, at 12:34:56 a.m. today, July 8, 2009, the full numerical sequence was… 12345678909.
That daggoned ‘0’ before the ’9′ messes things up a bit… but nevertheless…..
Being a historical moment and all, perhaps it would be good to make a list of new intentions for the rest of your life (a little like a New Year’s list, but on a full-life-scope.) After all, it won’t be 07/08/09 again for another 100 years.
Short of that same ‘ol take-stock-of-your-life activity though, why not seize the moment – or at least the 07/08/09 day – to reflect on other out-of-the-ordinary natural occurrences that happen regularly, and think, now, how you and your business can capitalize on the opportunities that such events bring along with them.
By the way, if you missed celebrating the 12:34:56 a.m. time on Wednesday, you can always shoot for 12:34:56 p.m. time, when the phenomenon occurs again just after noon. And, if you are in the eastern time zone at that moment, you could perhaps board a jet flying west and then celebrate this numerical experience twice in your life.
How could a business have creatively capitalized on the 07/08/09 occasion?
Here are just a few thoughts:
1. Local TV Station or Local Online News Site: Viewer or reader voting poll for the favorite charity out of a selected organization list, with a donation of $7,809 going to the top three winning charities. Prizes would be awarded at 7 p.m., at 8 p.m.; and again, at 9 p.m. on 07/08/09.
2. Gas Station: $.07 cents lower than the competition on regular-grade gas; $.08 lower on super-grade gas; $.09 lower on premium-grade gas on 07/08/09.
3. Clothing Retail Store: Brightly-printed t-shirts commemorating the day; only available with a purchase on that day; at a cost of only $.07 for a small; $08 for a medium; and $09 for a large. (e.g., “I bought my shirt on 07/08/09 at Macy’s.”)
4. Mega Stores like Target, Meijer, Wal-Mart, K-mart: Specific and different, super customer specials at each of these times: 7 a.m., 8 a.m., and 9 a.m. and 7 p.m., 8 p.m. and 9 p.m. on 07/08/09.
5. Online Merchandise Sites like ebay.com and amazon.com: Special discounts on 07/08/09 only, on items won or purchased or that have a 7, 8 or 9 as the first number in the product’s SKU.
6. Online Shoe Sales Sites like zappos.com: Special discounts for customers who order shoes in size 7, 8 or 9 on 07/08/09.
Through quick, free-flowing, idea-charged brainstorming, the sky is the limit on inspiration. Whether the day is 07/08/09 or 10/15/09, encouraging good ideas, fertilizing those ideas, looking for opportunities, and seizing special moments… are some of the surest ways to achieve extra company and product exposure, create higher customer awareness, and build consumer and community loyalty.
Is it too early then to post an entry in our Covey Planners and Outlook Calendars for six months before 10/10/10?
And hopefully, we won’t wait that long for some blockbuster brainstorming sessions.
Please feel free to share your thoughts in the comment box below.
If you liked this post, please share it on Twitter, Digg, Delicious, StumbleUpon, LinkedIn, or Facebook. And, I’d be honored if you would like to follow me on Twitter @JoanneMaly or visit the Lincoln Maly Marketing fan page.
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By Joanne Maly
July 6, 2009
This morning, I found myself working as fast as my brain could take me. At one point, I just stopped, took a breath, said ‘whew.’ It’s funny how that ‘whew’ sound, in fact, did remind me to stop ‘running’ and spend a few seconds instead stepping back, look at the project’s end-goals, and re-strategize.
This ‘whew’ moment reminded me of the old Warner Brothers Road Runner cartoons. Poor Wile E. Coyote tried every trick he could think of — and he fell for each quirky ad promise for a sure-fire end to his nemesis, the always-clever Road Runner.
In the 50’s cartoon version of the age-old David vs. Goliath story, despite the obvious odds and literal roadblocks, Road Runner wins the challenge in every episode. In spite of Wile E. Coyote’s never-ending pursuit of Road Runner, the sprightly, little bird outsmarts his ‘hungry’ competition through humorous antics time and time again. On a second-level though, Road Runner wins because of astute, crafty, clever ingenuity. He doesn’t just pursue or run, he strategizes and ‘tacticizes.’ (so, there’s a new word for you.)
Does this scenario remind you of business and marketing?
For the last few years, we business professionals are constantly being asked to do more; do ‘it’ with less, do ‘it’ faster; and then come back to the table with high-five-level ROI. Period.
In a world of ‘don’t-tell-me-how-just-tell-me-that-you-did-it’ mentality, there is an easy tendency to speed through the planning and strategic part of an initiative. Research is big. Operations – perhaps even bigger. But, without inspired and well-considered marketing and communications, we too can face our own roadblocks and the wrong results we had anticipated.
We could just speed faster like Wile E. Coyote, but it could ultimately take us to a dead-end. We could easily imitate leaders in our individual areas of business, duplicate what they are doing, or one-up their efforts.
Or…..
We could stop, take a breath, (say ‘whew’’) and ask what can I do differently? What idea hasn’t been tried yet? What is my instinct telling me – as well as – my experience and research?
I wrote myself a message on a Post-it-note today. It says simply: “Beep-Beep.” That Road Runner sound will be my own reminder message to ‘stop’ and creatively out-think the competition before I speed ahead.
To help you too think like a Road Runner — with ingenuity, guile, and quick-wittedness (and some humor), I encourage you to stop and say ‘whew’.
Perhaps, a visit to this fun link of some fun Road Runner vs. Wile E. Coyote cartoon clips from Warner Brothers will trigger some of your own creative ideas: Road Runner vs. Wile E. Coyote
Please feel free to share your thoughts in the comment box below.
If you liked this post, please share it on Twitter, Digg, Delicious, StumbleUpon, LinkedIn, or Facebook. And, I’d be honored if you would like to follow me on Twitter @JoanneMaly or visit the Lincoln Maly Marketing fan page.
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