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Complaints, the Other Low Hanging Fruit October 10, 2011

Posted by christinapappas in Consumer Marketing, Lead Generation.
3 comments

I was reading over at the MarketingProfs site on how Twitter Users Wants Brands to Respond to Their Complaints and couldn’t help but think ‘hell ya we do.’ As Ann Handley mentioned in a response tweet to me, “Absolutely! Seems like a low-hanging fruit kind of thing. (to me) Complain or praise – it goes both ways.”

I have used Twitter in a number of ways, and yes of course, I have used it to vent and ask for alternatives. There have only been two outcomes to tweets of this nature; no response or a competitor of the vendor in which I am complaining about reaches out to offer help.

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Would You Like Fries With That? September 28, 2011

Posted by christinapappas in Consumer Marketing, Strategy.
3 comments

Too bad cause you can’t have ’em! That’s right, I read today that Thomas Monaghan, the founder of Domino’s Pizza, is beginning his latest venture and this time it’s selling gourmet hamburgers via house delivery (and no, there are no fries on the menu).  

In his plan, he envisions:

  • No seating in the restaurant
  • Delivery is free of charge but has a two hamburger minimum
  • There is pick-up but no drive-thru
  • Delivery is only available 1.5 miles from the store enabling them to live up to their promise to be there in ’15 minutes or less’ (more…)

Fair Weather Political Supporters and Brand Fans September 14, 2011

Posted by christinapappas in Branding, Consumer Marketing.
2 comments

deserted sidewalk

We have been having a bit of weather in Massachusetts over the past couple of weeks and in the meantime, local elections are coming up in my town. Why am I mentioning this? Well, I noticed something about the so-called political ‘fans’ and supporters; they don’t come out when it rains. Fair weather, sun, clouds, whatever, they are there adorning every street corner waving with one handle and holding their candidates sign in the other. But when it rains? Those curbs are a desolate land of nothingness.

I honestly hadn’t considered it before but it got me thinking about our so-called fans online. Is there such a thing as a true online fan/friend? Or are we here for a purpose when it’s convenient for us to do so and when it rains, well, we will just stay home?

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The Seemingly Obvious Yet Untapped Opportunity August 29, 2011

Posted by christinapappas in Consumer Marketing, Mobile Marketing.
2 comments

I came across some tweets in my stream yesterday from one of my favorite brands: EXPRESS. They were sharing the link to a new online catalog which I eagerly clicked but since I was on iPhone, I got this:

Now in an age where we know that consumers will use their mobile device to shop, research and find recommendations, I was surprised by the message. First of all, the message is extremely unhelpful and secondly, the brand is missing a huge opportunity to help their mobile consumers and build brand engagement.

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A Referral is Surely Worth a Thousand Somethings August 24, 2011

Posted by christinapappas in Consumer Marketing, Lead Generation.
4 comments

referral

If a picture is worth a thousand words then a referral must surely be worth a thousand somethings. Perhaps a thousand customers? A thousand orders? A thousand public appearances? A thousand mentions by analysts? A thousand job offers?

Perhaps ‘thousand’ is a stretch in some cases but there is no doubt that referrals are important.

We all ask for and get referrals when it comes to things we need. I ask for book recommendations, doctors in new areas when I move, restaurants offering a particular fare or even something to do on a weekend. But are we proactively asking people to refer their network to us? What part of our conversations is spent ‘leading the horse to water’ (asking for referrals) vs. being led to water (getting referrals)?

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Consumer, Interrupted August 17, 2011

Posted by christinapappas in Consumer Marketing.
1 comment so far

Store Layout

Over the last month I noticed something happening in a couple of the stores I frequent; my experience was interrupted.

It started when I went to Walgreen’s and took my usual path to the toilet paper/tissue item only to find an aisle full of baby food. A little disgruntled, I backtracked to make sure I was in the aisle I intended to be in. Did I walk too far? Did I turn right when I should have turned left? Where am I?

Then, a couple weeks later a similar experience at the grocery store (Stop & Shop). It started with the produce section. The potatoes were in the back instead of the middle. The tomatoes were at the front instead of the side and the bags of pre-mixed salad were at the front instead of the back. Rearranging the produce section I can handle, but a couple weeks later and the entire store had gotten a facelift.

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Chances Are, You Have Already Been Gamed August 10, 2011

Posted by christinapappas in Consumer Marketing, Social Media.
11 comments

I was starting to wonder why people were connecting gaming with content and engagement. What the heck does giving out Farmville credits have to do with a brand’s content? Then it hit me. We have been getting gamed all along; we just didn’t have a really cool industry buzzword like gamification to call it.

Remember that episode of Seinfeld when Elaine is consuming sandwiches from a certain sub shop just to get another punch in her card that would eventually lead to a free sandwich? In fact she lost the card somewhere during the episode and someone offered to make her a sandwich and she refused saying that she only wanted one from that deli so she could get her free one. That’s a form of gamification.

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