Category: CRM

branding

Relationship Marketing 101: The Dawn of Branding

Welcome to Relationship Marketing 101, a new monthly series that examines the evolution of marketing — from radio ads to social media — and the lessons this history shares. In this installment, we’ll explore branding’s origins and discuss how marketing behemoths like Coca-Cola learned to connect with customers.

The history of branding dates back thousands of years, though the term didn’t have its current context until the 1500s. According to Skyword, Stone Age cave paintings depict early humans branding animals with paint and tar. That method soon gave way to burning ownership marks onto cattle, while artisans in ancient China, Egypt, and Rome added brands to hand-crafted creations. This practice created a sense of loyalty between the crafter and owner; artists marked their products so that customers knew they were buying quality work.

By the sixteenth century, what began as a technique of claiming literal ownership had evolved into a form of artistic expression and representation. It wouldn’t be long until new inventions tied this concept with modern advertising to create the marketing force that we’re familiar with today.

The Industrial Revolution Bred Innovations in Manufacturing and Advertising

The Industrial Revolution, which occurred from 1760 to around 1840 in Europe and the United States, changed life as everyone knew it. With the invention of machines, artisans suddenly began mechanizing many centuries-old manual processes. Chemical manufacturing, steam and waterpower, and the rise of the textile industry were all hallmarks of this period.

Another hallmark of the Industrial Revolution is advertising. Advancements in printing press technology allowed businesses to print text and images quickly and cheaply. This development opened new avenues for companies looking to spread the word about their products, and modern advertising was born. After centuries of primitive branding efforts, companies had a fast, affordable way to share their brands far and wide.

In 1841, Volney B. Palmer opened the first American advertising agency in Philadelphia, the modern-day home of cheesesteaks, disappointing sports teams, and Gritty. By 1900, these agencies were commonplace and considered a crucial part of brands’ success. While newspapers were a common channel at the turn of the century, radio advertising soon became a favored medium.

During this period, companies started thinking in earnest about their relationships with customers and how ads fostered that relationship. Early marketing pros realized that because women were doing most household shopping, ads should target this demographic. In this radio ad from the 1920s, a male narrator describes how a cutting-edge hairdryer could enhance the average woman’s life:

Yes, the themes are outdated and sexist — beauty brands certainly wouldn’t make “pleasing your man” and “having more time for housework” cornerstones of their modern ad campaigns — but the ad shows how advertisers forged connections with their female customers. Even when advertising was largely product-focused, the result is comparable to today’s relationship marketing campaigns that garner an emotional response to build lasting connections between the consumers and the brand.

The guide to advanced customer segmentation

Coca-Cola and Mascots Set the Stage for Modern Branding

At 134 years old, Coca-Cola is one of the most enduring and iconic brands in the world. For decades, Coke was viewed almost like an “old friend,” with one WWII-era ad literally adopting the phrase. Coca-Cola positioned the beverage as something familiar, comforting, and reminiscent of home. It’s no wonder that it resonated with buyers during the periods of turmoil that punctuated the late 1800s through the 1940s.

One of Coca-Cola’s most lasting contributions to the branding landscape first appeared in a 1922 French ad: the first-ever Coca-Cola polar bear. Its appearance reflected a new trend in which companies used mascots to anthropomorphize their products. Creations like the Quaker Oats man (1877), Mr. Peanut (1916 – 2020, RIP), Rice Krispies’ elf trio, and the Jolly Green Giant (both 1928) turned corporations into individuals with faces, feelings, and personalities, making products more memorable and relatable for consumers.

Companies quickly realized that mascots often take hold in the public consciousness, sometimes becoming more famous than the products themselves. While these cuddly, sofa-loving bears didn’t become prominent in corporate branding in 1922, today, they take up an entire section of Coca-Cola’s online storefront. Just for polar bear merchandise. Today’s companies can leverage mascots as both branded advertisements and independent revenue channels that drive interest in t-shirts, toys, and much more.

These mascots’ real power is they don’t belong solely to the company — they represent an evolving relationship with fans. The Coca-Cola bears started as cute branded images, but they inspired environmental sentiments that helped raise millions for conservation efforts. Modern campaigns are not immune to this phenomenon, much like how Gritty went from one city’s hockey mascot to a global symbol of revolution following mass protests. Mascots are perfect examples of how brands sell more than products — they also sell connections.

The Evolution of Branding

Branding has seen several evolutions throughout human history. In its earliest days, it represented ownership. Over time, it became a symbol of product quality. Today, the best examples of branding highlight a connection between a company and consumer, much like Coca-Cola’s “Share a Coke” campaign that incorporated consumer names into its branding. Sometimes these lessons are ones that successful companies learn to take literally.

Check back next month to learn more in our second installment of Relationship Marketing 101!

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

The post Relationship Marketing 101: The Dawn of Branding appeared first on Post Funnel.

amazon

How Walgreens is Preparing to Fight Amazon on the…

Data recently published by Tech Crunch predicts that by 2025, online pharmacy services will hit revenues of $131 billion worldwide while prescription drugs are estimated to grow to an industry worth nearly $1.3 trillion (worth $904 billion today).

There’s little surprise as to why Amazon is getting into this space. And why online pharmacy services strive to provide customers with the best omnichannel experience by paying close attention to consumer behavior trends and adapting to today’s shifting preferences.

 Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

Last week, Walgreens introduced their new safe and comfortable pick-up service where customers can shop online and pick up their products in stores, drive-throughs, and curbsides in just 30 minutes.

“This is a new beginning for Walgreens in a lot of ways,” exclaimed Pat McLean, Walgreens CMO. “It’s a redesigned mobile app experience that is a gateway to all things Walgreens.”

 

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A post shared by Walgreens (@walgreens)

As we alluded to in the second paragraph here, Walgreens is not practically reinventing things only to do better CRM and adjust to shifting customer behaviors. Because now they face the long-coming competition of Amazon Pharmacy.

The F**K-ALLL giant launched a delivery service for prescription meds in the U.S. – which will offer free 2-day delivery to Prime Members (of course), a helpline with pharmacists, and discount cards for lower prices on health and wellness products.

To beat Amazon on the health front, Walgreens has implemented a thorough redesign of their recently overhauled mobile application that scales their unique eCommerce and digital capabilities.

“When you want to get your COVID vaccination, are you going to call Amazon, or are you going to call Walgreens or CVS?” James Kehoe, Walgreens Chief Financial Officer, asked rhetorically in response to Amazon’s role in the industry.

Walgreens has another plan of action in mind to overpower the pharmacy store behemoth, CVS, which recently introduced QR codes that allow in-store shoppers to pay touch-free, among other transformations.

In retaliation, Walgreens has introduced a more robust loyalty program called myWalgreens.

“It will reposition the Walgreens brand by utilizing myWalgreens and Walgreens pick-up as the ultimate convenience and the ultimate personalization when it comes to health and wellbeing,” said McLean.

myWalgreens offers additional new benefits such as cash rewards for its loyalty program members, including 5% cashback on Walgreens-branded products and other “Only For You” deals.

Customers will be able to use all features of the new myWalgreens loyalty program at 9,000+ Walgreens stores. Personalized deals and product recommendations are also on offer, along with the ability to “Donate your Walgreens Cash Rewards” to a charity.

We find these moves go in line with PostFunnel’s analysis of Walgreen’s basic CRM practices in a post-Covid world  – where the brand got a perfect score for treating customers to incentives and perks and being helpful – back in July.

“Walgreens is delivering an unparalleled experience to help customers and patients manage their health and wellbeing during the most severe health crisis of our lifetimes,” said John Standley, Walgreens president, in a statement.

“As always, our more than 25,000 community pharmacists remain at the core of our offering. Our pharmacists and patient-care teams do far more than just filling prescriptions — they provide trusted advice, personalized support, and a vast range of services.”

Would that be enough to stave off the Amazonian attack? To us, there’s a lot of relevant brand equity that Walgreens can leverage. And it seems to us like these moves will provide a firm answer to Amazon Pharmacy.

Check out our CRM analysis on Walgreens

The post How Walgreens is Preparing to Fight Amazon on the Health Front appeared first on Post Funnel.

CRM

How to Get Started With CRM-Powered Advertising [+ Why…

HubSpot was founded during a time when people were under constant attack from aggressive outbound marketing tactics.

I’m sure nobody misses the unwanted ads, spam emails, and cold calls that used to interrupt their day back in the mid-00s.

Ad retargeting wasn’t a thing, so we all had to settle for repeatedly seeing the same ads for products we had absolutely no interest in.

Marketing has changed a lot since then. Thankfully.

Nowadays, companies have the ability to develop engaging advertising campaigns that complement their inbound strategies and speak directly to their audiences’ needs. The concept of journey-based advertising has been widely adopted and marketers can now create customized content for individuals at every stage of the buyer’s journey.

Targeting has become more sophisticated, meaning that ads are now less interruptive and more informative — so sophisticated, in fact, that that we now take for granted the quality of the ads we get served in our Instagram feeds and YouTube videos.

Dare we say it — in some cases, the ad suggestions are actually really useful: “Oh, hey ad for that new running watch that I didn’t know I needed but now am obsessed with.” There is still a lot of bad advertising and mediocre marketing out there, but it’s important to recognize just how far we’ve come.

But, as advertising capabilities have evolved, so too has the digital landscape. And that has created a host of new challenges for marketers.

Cutting Through the Noise

There’s more choice online now than ever before, and what was previously helpful has, in many cases, become noise. Where we were once served two ads a day for a new jacket, we’re now served 22. Where there was once three restaurants in the local area offering takeaway menus, there’s now 30.

In 2020, this trend has accelerated due to COVID-19, as more and more businesses have moved online and added to the ever-increasing competition for attention. This increased volume of noise is causing consumers to tune out, and customer acquisition costs to go up. And marketers are struggling to make an impact.

To overcome these new challenges, marketers need a new approach — one that allows them to adapt the way they advertise to how consumers like to buy.

Today, the buyer’s journey is rarely linear. Consumers now interact with brands on laptops and smartphones and via social media, websites, and third-party influencers on the path to a purchase. And they still expect a consistent brand experience throughout.

Nowadays, the only way advertisers can break through the noise online and deliver a seamless experience across multiple touchpoints is with extreme relevance: both in terms of content and location.

Relevant messaging is the key to grabbing consumers’ attention, engaging them, and guiding them to the next stage of the buyer’s journey. The first step towards delivering this is meeting the audience where they are. With over four billion people worldwide now working from home, consumers’ purchasing behavior and content consumption habits are changing rapidly.

In the U.S., staying home has led to a 60% increase in the amount of content consumed — Americans are now watching roughly 12 hours of media content a day, according to Nielsen data. Knowing where an audience is paying attention is as important as knowing what messaging is likely to resonate.

Once a marketer understands where their target audience is spending their time, the next challenge is to create ad content that addresses their needs in an engaging way and is tailored to whichever stage of the buyer’s journey they are at.

For example, if a prospect is at the attract stage, an ad that helps them become more familiar with a brand name and core value proposition would probably perform much better than a niche ad that highlights a specific new feature. That type of ad would likely work better with audiences that are much closer to a purchase decision and comparing the feature sets of different products.

However, most companies today are struggling to deliver the type of relevant, engaging ad content that resonates with consumers. And, in most cases, the cause can be traced back to a disconnection between their marketing, website, and sales efforts.

When these elements aren’t working in unison, it becomes extremely difficult for marketers to get a clear view of where prospects are spending their time and which stage the buyer’s journey they are at. This makes it virtually impossible for them to deliver relevant messaging and leaves them with little choice but to resort to those dated outbound tactics I mentioned earlier.

In 2021, the secret to delivering better advertising lies in marketers’ ability to unlock the data at their disposal and leverage it to deliver hyper-relevant messaging and a unified buying experience.

At HubSpot, we call it ‘CRM-powered advertising.’

A Data-Driven Approach to Advertising

CRM-powered advertising enables marketers to create more relevant, engaging ads for prospects in three key ways:

  1. By providing them with up-to-date customer data, which allows them to understand their audiences’ preferences and purchase intent.
  2. By giving them reliable reporting based on holistic customer data, which provides insights into what’s working and what’s not.
  3. By enabling them to automate their ads based on live CRM data, which allows them to continually deliver relevant ads as prospects move to different stages of the buyer’s journey.

Let’s take a look at an example.

Say you’re a demand generation specialist working at a B2B company. Competition is rising in your industry and you’ve seen a decline in the number of qualified leads coming from your ads each month. You know that a more targeted and personalized approach is needed. And you turn to CRM-powered advertising.

As a first step, you create a different campaign for each stage of the buyer’s journey. For the attract stage, for example, you use data in your CRM to create a lookalike audience based on your happiest customers. This will be your target audience. You know that your company’s security features are a key differentiator in the market so you create ads that highlight that aspect of your value proposition.

Because the target audience you’ve created is reflective of your best customers, you get a high percentage of click-throughs. This leads prospects towards the next stage of the buyer’s journey, where they get the opportunity to download an ebook to learn more about your company’s products and services. Your software gives you the ability to create custom fields on the download form, which helps you to gain more granular preference data, and ultimately, get to know your prospects better.

You have set up your campaign to automatically route these new leads to your sales team, and because you’re working out of a shared CRM, you see a number of prospects move into the “demo” stage of their journey.

Again, using your CRM data, you sync these lifecycle stages to the display network you’re using, which automatically begins to serve a new set of ads to prospects based on the next stage of their journey. This allows you to deliver hyper-relevant messaging that addresses the pain points that are specific to prospects who are on the verge of making a purchase decision, such as social proof from happy customers.

As deals close, you then use attribution reporting to see exactly which new customers engaged with your ads and report to your leadership team on the number of deals your CRM-powered strategy influenced.

How to Get Started With CRM-Powered Advertising

HubSpot’s Marketing Hub is built to enable marketers to launch CRM-powered advertising campaigns and deliver a seamless experience for prospects — from the first time they see an ad to the moment they become a customer and beyond.

It offers ads tools that allow marketers to build deeply segmented audiences, serve different ads for different stages of the buyer’s journey, and precisely measure the performance of every campaign — all informed by rich CRM data.

Advertising has come a long way since the days of interruptive, irrelevant, and irritating content that once dominated our screens. A new era is unfolding — one in which consumers expect relevant messaging across every touchpoint and in which companies must find new ways to cut through the ever-increasing volume of noise online.

A CRM-powered advertising strategy, driven by a CRM platform built with this purpose in mind, empowers marketers to not only gain deeper insights into their customers’ needs, but to turn those insights into engaging content with the potential to delight prospects at every stage of the buyer’s journey.

CRM

The 5 Best CRMs for Solopreneurs

Being self-employed is the best. You work at your own schedule and on projects that you’re passionate about. Plus, you work from anywhere you want to (although thanks to Covid, we’re all temporarily remote).  Being a solopreneur also means you are the administrator, finance manager, communications person, and the one doing the task. You end […]

The post The 5 Best CRMs for Solopreneurs appeared first on Nimble Blog.

CRM

William Hill Winning the CRM Game?

Welcome to PostFunnel’s 25th episode in the Seven CRM Commandments series. Today, we will be checking whether William Hill’s basic CRM practices are on top of their game.

While at it, make sure to see how they compare to Dream11 – the fantasy sports platform we analyzed recently.

 

Let begin.

1. Be Transparent 10/10

Because of the coronavirus, William Hill reported a loss in its Q3 revenues of 9% compared to the same time last year, as lockdowns throughout Europe meant much less sport to be on.

Additionally, the bookmaker noted that as long as football (soccer) season continues with no crowds, its expectations for surprise outcomes will continue. The empty sports stadiums are “taking a hit on WH’s profits by producing a string of unpredictable results at fixtures being played behind closed doors,” according to The Guardian.

The fact WH was open about it and collaborative when working with the media in recent months buys the company a few points here.

“We’re in brand new times. There’s nothing to fall back on but your gut and a good guess,” Nick Bogdanovich, Director of Trading, William Hill.

WH also added a special section to their Help page on coronavirus impact. The dedicated Coronavirus page details numerous COVID-19 FAQs including info on their betting shops:

Another way the brand is being transparent is by letting customers know that due to COVID-19, they won’t be able to contact them as usual:

Not all brands are doing so, and it’s worth all the points here.

2. Incentives and Perks 10/10

 

William Hill knows how to offer promotions to customers that make sense. Everything from the free bet offers in their HP banner below, to the promo code to use upon signup, and additional free bet offers in the scrolling banner:

On top of that, William Hill’s promotion page has additional offers on a wide variety of games/brands/platforms – free spins, welcome packages, bonus codes, discounts, and so much more.

It’s hard to do more than this.

 

3. Be Relevant 7/10


They are going strong on promoting games and events that happen right now.

In addition, William Hill added a 2020 US Presidential Election betting game – which shows how they’ve altered their product offering so that it is timelier and super relevant for customers to partake in.

Could the brand have mentioned the coronavirus on a more prevalent spot on their site – besides from at the very bottom of the HP footer in the help section. You could think everything in the world of sports is normal right now. They lose points on this.

4. Be Helpful 10/10

Back in June, William Hill donated $125m to tackle problem gambling in the UK.

Together with GVC Holdings, Sky Betting and Gaming, Bet365, and Paddy Power Betfair, the funds they donated would be allocated from Betting and Gaming Council (BGC).

“This latest funding commitment is yet more evidence of the industry’s determination to improve the quality and provision of treatment for problem gamblers – and of our members’ eagerness to get on with it as quickly as possible,” BGC chief executive Michael Dugger.

At the coronavirus outbreak, William Hill CEO donated salary to laid off, furloughed workers, too.

“I didn’t feel right about continuing to get paid while so many people were out of work,” said CEO Joe Asher.

“So, I just decided to donate all of my salary to the foundation and encourage everybody else in the company who’s still working to donate what they can. Obviously, people aren’t going to be able to donate all their salary, but everybody can do something, even if it’s 20 bucks. And the response has been great.”

5. Realtime Personalization 1/10

After looking through casino games when logged into the platform – we were retargeted with similar games when going back to the HP of the specific product:

However, the HP wasn’t personalized according to our recent activity or search when logging out and going back to the HP. Additionally, we did not come across any cross-selling attempt.

When logging off the platform, no retargeting efforts were implemented by the brand on our social media accounts.

Maybe something was wrong at the moment we checked. But this is way below basic expectations.

6. Master UX 7/10

When logging into the platform, everything seemed a bit crammed into the first fold – quite overwhelming for the new player. There are so many buttons, colors, and text to look – it’s hard to focus, and your eyes don’t know where to go first.

On the other hand, the entire process of picking and choosing games to bet on was very exciting, delightful, and quite engaging. If gamers are looking for some escapism and an online thrill – William Hill definitely knows how to provide that on their platform.

Finally, each game organizes the categories on offer in an elegant way, making it easy to engage all around. For example, see the navigation banner in the casino games:

And the sports menu bar:

7. Leverage Social Media 6/10

William Hill’s Twitter account boasts over 29K followers. The brand Tweets in high frequency, mostly content on popular bets, mobile promos, sportsbook games to play, odds and trends, and more.

This Tweet, however, was quite different and nice to see:

With the sporting content available to them, we’d maybe expect more followers.

 

Their Instagram account boasts 5.5K+ followers, and the brand also uses the platform mainly to promote the sports games they offer players to bet on. A more well-rounded approach to the topic they deal with – sports -could allow perhaps for more followers here, too.

We didn’t notice them using the Instastory/Reels feature.

However, perhaps the brand’s target audience isn’t really an active Instagrammer – therefore – no need to invest as much in the platform.

William Hill’s Facebook page boasts over 700K followers. The brand posts the same type of content as the above two social channels, in high frequency.

We deducted a few points here simply because we feel that the brand can be doing a bit more on social media besides posting mostly matches that are taking place. Maybe a giveaway, a weekly tutorial to keep customers engaged, influencer marketing, tips/tricks on sports betting, and there’s so much more that could be useful.

**

Overall, William Hill is getting a 51/70 here (73%), placing them smack in the middle of the pack on the 13th spot. Though they did beat Dream11 at the CRM gaming match – they’ve still got some catching up to do – especially with their realtime personalization efforts. in that sense, we felt their CRM team is playing with one hand tied behind their backs.

Here are the full rankings of all the brands we analyzed to date:

  1. Pets at Home 91%
  2. Lowe’s 90%
  3. Petco 90%
  4. Target 87%
  5. Uniqlo 86%
  6. West Elm 81%
  7. The North Face 81%
  8. Brooks Running 79%
  9. Best Buy 78%
  10. Etsy 76%
  11. The Body Shop 74%
  12. Gymshark 73%
  13. William Hill 73%
  14. Iceland Foods 71%
  15. Total Wine & More 70%
  16. Tommy Hilfiger 70%
  17. Walgreens 70%
  18. Kohl’s 70%
  19. Buy Buy Baby 68%
  20. Fiverr 67%
  21. Next 63%
  22. Patagonia 61%
  23. Burberry 60%
  24. COS 57%
  25. Dream11 53%

We publish a new analysis every week, so watch this space for more brand analyses coming your way!

The post William Hill Winning the CRM Game? appeared first on Post Funnel.

B2CRM News

What can Marketers Learn from Alicia Keys, REM, Lin-Manuel…

Here on PF, we love ourselves a good podcast. That’s why we’ve recently been bringing you a monthly lineup of the best podcast episodes we think marketers should listen to.

And while we try to keep the list diverse, extracting marketing lessons from a podcast about artists breaking down their own songs is something so unique and intriguing, we 100% welcome it.

Which is exactly what Rony Vexelman, Optimove’s director of product marketing, did when he watched the four episodes of Song Exploder on Netflix.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

According to Vulture, “Song Exploder is probably the best use of the podcast format ever.” In each episode, different musicians take apart their songs, and piece by piece, tell the story of how they were made.

They delve into the specific decisions that went into creating their work, discussing the creative process used to create a particular song, going from songwriting to recording, all the way to post-production, and more.

Recently, Netflix turned four of its iterations into TV episodes where Alicia Keys, Lin-Manuel Miranda, R.E.M., and Ty Dolla $ign break down their own work.

In many ways, what he saw there reminded Mr. Vexelman of some marketing challenges and truths he is facing daily. Why? We’ll let him explain.

Four Lessons From Song Exploder

1. Alicia Keys and Sampa teach us that the same message can be interpreted very differently by two people. So imagine how differently thousands of customers and prospects understand your messaging. One-size-fits-all is a method long outdated for marketers.

2. Lin-Manuel Miranda’s constant tweaking of the tones was masterful. But his understanding that keeping the audience off-balance is what struck me. Marketers should not be afraid to change little subtle things to keep their audiences engaged and surprised.

3. REM’s choice to go with no chorus and use a mandolin throughout ‘Losing my Religion” was against any convention and recommendation. But it taught us to be different and stay true to your gut. If you want your message to stand out, being unique while authentic is a must.

4. Ty Dolla $ign showed us maybe the most powerful lesson of all. Let others chime in and help you on your journey. His collaboration on the road to writing the beautiful “LA” is a core message to all marketing managers out there. Your best work would come from your best collaborations.

 Great lessons can come from any direction. You just need to keep your ears to the ground. Or to the Netflix…

 

The post What can Marketers Learn from Alicia Keys, REM, Lin-Manuel Miranda, and Song Exploder? appeared first on Post Funnel.

CRM

Don’t Let Perfect Marketing Be the Enemy of Good…

While the integration of artificial intelligence and digital marketing tools can be useful, it’s easy to forget that marketers are, in fact, human. As such, errors are inevitable. Striving for perfection with every campaign is not only unrealistic, it will also leave you flailing when something truly goes wrong.

When that happens, all eyes will be on you. Make sure your team is ready to make amends and embrace real solutions. It might seem counterintuitive to prepare for failure, but it’s a necessary step. With the following strategies in mind, marketers can bounce back from mistakes stronger than ever.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

Make a Plan

The first step is to simply acknowledge that mistakes happen and ensure your team knows how to handle them. Let’s say a previously scheduled social media post went live during a national or global tragedy, unintentionally making the company look insensitive to current events. Is the immediate response to delete the post? Issue an apology? If the latter, who’s going to write it? What are the next steps moving forward?

This requires some upfront training and decision making, but you’ll be glad you made the effort when things go sideways. Otherwise, you risk leaving your team flailing, which typically leads to rash decisions that could just make matters worse. Keep your tone in mind during training, which is where our next tip comes into play.

Apologize Like You Mean it

We’ve all seen the classic brand non-apology: the passive voice, the avoidance of responsibility, the displacement of blame. Pro tip: do not do this. Apologies must be sincere and empathetic; they should also actually include the words “we’re sorry” without any qualifiers (“if you were offended!”). When you’re in a crisis and all eyes are on you, it’s time to show what you’re made of. Instead of shifting blame or downplaying the problem, you need to take responsibility.

Empathy is key here. Sure, the mistake wasn’t intentional, but that doesn’t make customers’ feelings any less valid. Keep your audience in mind and let them know you’re genuinely sorry, rather than taking a defensive stance against criticism.

Specify a Solution

Okay, despite your best efforts, something’s gone wrong. Your team handled it as well as could be expected, and you’ve apologized to your audience. What’s next? It’s time to clearly communicate the steps you’re taking to fix the mistake and prevent it from ever happening again.

Finding the right solution may not be easy or immediate, but what’s important is being transparent about what the company is doing to rectify its mistakes. Once you’ve done that, make sure to design a process that prevents the issue from occurring again. Most customers are understanding and willing to forgive; as we said, no one’s perfect. However, to retain that trust, you need to be open and honest about how you’re fixing the problem.

Mistakes are unfortunate, but they’re part of life. No matter what industry you’re in, you’re bound to see employees from ground level to CEO make a wrong move once in a while. How you react to those mistakes is what shows character, and that’s especially true in an industry as visible as marketing. Remember, perfection isn’t a realistic goal, and chasing it will only leave you unprepared for inevitable errors. By keeping this advice in mind, you can weather the crisis without losing your customers’ respect and trust.

How to Manage Infinite Customer Journeys

 

The post Don’t Let Perfect Marketing Be the Enemy of Good Marketing appeared first on Post Funnel.

CRM

Podcasts We Loved: October 2020

October 2020 was the month of yet another Coronavirus wave, of American presidential elections home stretch, and the kickoff for a Q4 of a looming shipping chaos. It was also the month when Quibi closed shop and got everyone talking about the perils of forced marketing concepts, of another escalation in the big-tech/social media giants fights against Donald Trump. And of Ocean Spray.

Yup. A dude one wheels with a cranberry juice bottle, Fleetwood Mac lip-sync, and maybe the best organic, UGC, unintentional free ad in the history of advertising.

We collected the best podcast episodes covering these topics from the past month, so you could give it a couple of condensed listening sessions and stay on top of the most important topics surrounding the world of marketing and customer relationships.

Quibi Demise

1. Quibi’s Quick Collapse, Oct 23 (18 mins)
The Journal

The streaming platform Quibi broke onto the scene earlier this year with tons of cash and a Hollywood visionary at the helm. Six months later, the company is shutting down. WSJ’s Benjamin Mullin talks through the high hopes for Quibi and the platform’s dramatic fall from grace.

**
2. RIP Quibi, Oct 23 (65 mins)
Pivot

Kara and Scott discuss the shutdown of Quibi – we hardly knew ye… (among other topics)

**
3. Revisiting Jeffrey Katzenberg on Quibi, Oct 25 (30 mins)
The Business

Following Quibi’s announcement of closing, The Business revisits an interview with founder Jeffrey Katzenberg on his gamble to launch Quibi.

**
4. What we can learn from Quibi calling it quit, Oct 28 (9 mins)
Recode Daily

Recode’s Peter Kafka talks with Teddy about why the video startup is shutting down just six months after it launched. He also makes the case for why the media landscape could use more quibis in the future.

Big Tech (vs DOJ/Donald Trump/Us)

5. Breaking Up Big Tech, Oct 1 (61 mins)
The Prof G Show with Scott Galloway

Zephyr Teachout, an attorney and associate professor of Law at Fordham University, joins Scott to discuss monopoly power and antitrust as it relates to the U.S. economy and her latest book, “Break ‘Em Up: Recovering Our Freedom from Big Ag, Big Tech, and Big Money.”

**

6. The DOJ’s Case Against Google, Oct 22 (63 mins)
The Prof G Show with Scott Galloway

Roger McNamee joins Scott to break down the US Department of Justice’s antitrust lawsuit against Google and how monopolies stifle innovation. They also discuss the sharing economy, how the social platforms tear at our society, and the remedies that can be put in place moving forward. Roger is an activist, investor, and musician.

**

7. Will tech save the world…or end it? Oct 1 (41 mins)
Business Casual

Where’s the real danger in tech? It might be a little less apocalyptic and a little more pedestrian than you think.What would our biggest tech firms look like if they’d been created in China, Myanmar, Brazil, or anywhere else in the world?

**

8. A Misinformation Test for Social Media, Oct 21 (27 mins)
The Daily

Facebook, Twitter and YouTube have invested a significant amount of time and money trying to avoid the mistakes made during the 2016 election.A test of those new policies came last week, when The New York Post published a story that contained supposedly incriminating documents and pictures taken from the laptop of Hunter Biden. The provenance and authenticity of that information is still in question, and Joe Biden’s campaign has rejected the assertions.

Ocean Spray

9. Why A Human Made Ocean Spray’s Best Commercial Of All Time | GaryVee RAW Thoughts, Oct 16 (6 mins)
The GaryVee Audio Experience

A raw take on the recent TikTok video released by Doggface208, and why it might be the single best “commercial” in the history of Ocean Spray’s brand.

**

10. Ocean Spray Cranberries Chief Digital and Technology Officer Jamie Head, rebroadcast from August 24 (19 mins)
Technovation with Peter High (CXO Interviews)

An interview with OS’s Chief Digital and Technology Officer about the company’s five-year plan to transform from a cranberry business to a health and wellness business. We also discuss the company’s innovation plan, the digital hub his team is building, and the company’s relationship with the farmers who grow the cranberries. Finally, we discuss how the company approaches external partnerships, Jamie’s interest in the health and wellness space, and a variety of other topics.

**

11. TikTok Dreams, Ocean Spray and the Longboarder Who Could, Oct 21 (77 mins)
More Than Hashtags

On this episode: the best viral story of 2020, Nathan Apodaca and his influence on TikTok, the music charts, Boomers, and social media as a whole, Instagram growth (not growth hacking though), disinformation and a little on how to deal with it, and the inimitable frozen beef sheet brand that is Steak-umm.

Bonus:

12. Retail ETFs & Presidential Election Impact on ESG, Oct 12 (23 mins)
ETF Edge

A discussions on the booming e-commerce space ahead of Amazon Prime day, dividend growth coming back and consolidation in the financial services space. Plus: a few words on the possible election impact on ETFs.

 

ICYM our past Podcasts We Loved

The post Podcasts We Loved: October 2020 appeared first on Post Funnel.

CRM

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The post How to Use Your CRM to Cultivate And Increase Your Brand’s Value appeared first on Nimble Blog.

CRM

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The post 5 Key CRM Trends Influencing Remote Teams Today and Beyond appeared first on Nimble Blog.

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