Gorgeous, glamorous images from Air France bring back some of the romance of travel. As a marketer I don’t think you can ever go wrong investing in creating beautiful things. Love these.
Think of the interaction at the deli counter or the pump or the bursar’s office or the alumni office or on the website from the point of view of the customer and the chain. Where are the moments where you might lose her forever? What are the key places where you need to intervene and invest in the relationship instead of milk it, or drag it through the mud? Assuming that your competitors are just as selfish and metric-driven as you are isn’t a great strategy, because you’re still losing when you break the chain.
Support is not a cost center, it’s a profit center. Treating customers with urgency and clarity and respect (maintaining the chain) is more urgent than ever. But companies are busy measuring time on the phone or cost per hour of support people instead of even trying to measure customer churn.
Think lifetime, all the time. —
(Good) Food for thought this Friday.
"The perfect Tweet length was right around 100 characters.” - The Proven Ideal Length Of Every Tweet, Facebook Post, And Headline Online
TL;DR: Brevity is the soul of the internet.
Beautiful things require effort—and disappointment and perseverance. — Vincent Van Gogh
From Fast Company:
Last year on March 27th, more people searched for real estate online than on any other day of the year. Century 21 is looking to take advantage of that this year by adding puppies to the home buy-and-sell extravaganza.
Taking a big data insight and layering on puppies is almost guaranteed to drive lots of squee!-driven shares — and in fact, that’s a bet the brand is making with its entire brand campaign, ”in which clients compare working with a Century 21 agent to being surrounded by puppies.”
In some ways, data + puppies is the epitome of modern digital marketing — driven by virality and fueled by data and memes. And whether you think Century 21’s end result is dumb (puppies?) or brilliant (puppies!), it’s the approach that matters. Starting with data and an understanding of what users want, finding where it intersects with who you want to be, then developing creative that pays off that vision is the smartest way to approach marketing for today’s web.
Brilliant vintage stye ads for Daft Punk merchandise. More here.
A little Monday Morning creative inspiration: British Designer Fred Butler’s workspace. Via FastCoDesign.
See more here. And happy Monday.
According to a new study, these are the primary emotions humans feel — the ones that drive them to take action.
Other data shows that the top five emotions that drive people to share on social are amusement, interest, surprise, happiness and delight. And the New York Times found anger to be their biggest sharing motivator.
For marketers, this data says one thing, and it couldn’t be clearer: Happy, amused, or angry, to drive shares and action, our content needs to make people feel something. We need to touch those primary human emotions through powerful stories if we want to achieve the impact we (and our clients) dream about.
It’s about being human first, and a marketer second. (Not a bad idea most of the time.)
I was going to say that cause marketing is having a moment, but it’s really better to say that cause business is having a moment (with brand benefits to boot). Amazon recently launched Smile, enabling customers to build in charitable donations to their Amazon purchases, while Tom’s just launched a marketplace for socially responsible companies to sell online. And this visualization of the impact skill-based volunteering companies are increasingly sponsoring shows the difference we all can make — individually and as part of our employers’ organizations. Lots to like about the innovation here to make CSR a seamless part of the brand/company experience.
This is all great news for a lot of folks on both the giving and receiving end. Even better? Studies show consumers care more and more every year about the social impact of their favorite brands, so it’s great news for business as well.
The short version? Doing good is a good idea — and good ideas can make the process of giving even better.
Absolutely brilliant banner ads from Louis C.K. on Vulture (and elsewhere) this week.