Maxmise Your Recommendation Stream.

The Scenario: Two people meeting for a coffee around three o'clock, both having had lunch nearby. They opt for an old haunt, the cafe at Bibendum where they have enjoyed coffees, snacks, dinners and lunches at various times in the past.The Promise: The website says the cafe "is a wonderful spot to watch the world go by while enjoying a coffee and croissant" and the adjacent oyster bar allows for "A quick glass of wine with or without a nibble".The...

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Knowing What You Don't Like.

I heard it suggested that women like Sarah Jessica Parker in Sex & The City all the more because men cannot fathom why. I don't know if that's true or not but my immediate reaction was to suggest flippantly that it was a default position resulting from the fact that they didn't want to be identified via the other characters as primarily either overtly promiscuous, frigid or subservient.Perhaps that's nonsense. I'm not a woman after all. But just as great marketing is all about removing the reasons not to buy your product/service, perhaps it's...

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Look Before You Leap.

We are all aware, I believe, of the nature of canine congress. Thus, should we ever muse on the mechanics of creating a cross-breed, we might have a notion of what is practical and what goes where, so to speak. But, unless I'm just peculiarly ignorant on this matter, I would suggest that we might well have a faulty vision.It turns out that breeders cross a male of a smaller breed with a female of a larger breed and not vice versa as I might have...

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You Think I'm Cynical?

"Scratch any cynic and you will find a disappointed idealist." George Carlin (1937-20...

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Getting To No.

I received Barry Moltz's book Bounce through the mail a few weeks ago. It's a timely reminder (from someone who had a number of entrepreneurial failures before successfully selling an online business) about the need to have a practical perspective about failure and success, their symbiotic relationship and their proximity.He writes from a business owner perspective, but his sales background gives a number of his ideas great resonance for marketing....

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Negative Marketing.

Marketing is everything that connects a provider of products and services to the meeting of specific customer needs. It's usually all about helping and/or persuading people actively to do something. In contrast, governmental marketing is often about persuading citizens not to do something. It's an intriguing mind-shift. Do you lecture, humour or shock or do you reframe the negative as a positive. And which works best?At the launch of the latest...

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When Creativity Gets In The Way.

Why does a sign on a phone that's promoting reverse (collect) calls need to be difficult to read? Presumably, because somebody thought that "creativity" was more important than communicati...

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Does This Water Dilute Innocent?

This Water was until recently a part of Innocent. They then decided that it wasn't consistent with their core business and sold it to the employees who had been running it. Everything was very amicable.But I wonder if it was too amicable because this ad makes me think that it's still part of Innocent and I'm not sure that's a good thing. Given that customers at their recent AGM voiced real possessiveness towards Innocent's packaging, I have to wonder...

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Shopping Trolley Marketing.

Fresh&Easy (Tesco's chain of low-price US supermarkets) provides another reminder that marketing is everything you do in the customer's gaze, and that it's the customer not the company who rationalises it. Amongst a number of tweaks they have made during a three month hiatus in new store openings, they decided to replace their original small trolleys with regular size ones. The thinking had presumably been to supply trolleys that matched the...

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Under-Promise, Over-Deliver.

Only make promises you intend to keep. If people see you failing to do so, they won't believe the next promise and they'll act according...

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Egocentric Design Ignores The Customer.

The Times recently launched its latest new design. Good design is about improving customer satisfaction and this revamp was, no doubt, distilled from lots of research (albeit coupled with new technological possibilities). Hence there are different fonts, new arrangements and amalgamations of sections and due to the technology, lots of coloured photos and charts!Now, I'm not sure about the new look and could nitpick, but I noticed that they are not...

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Sticking The Boots In To Loyalty.

So you're in a store that you visit infrequently and they ask you if you have a loyalty card. You say "yes, but not with me at the moment". They say that's ok, if you return to the store with the card and this receipt within fourteen days, we'll adjust your account accordingly. Straightforward. You reward loyalty rather than punishing forgetfulness.But not Boots who ironically are praised for having a generous scheme. You return to their store with...

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I Second That Emotion.

When I saw this last week, I wondered what the "emotion of the Ferrari world" might be. But, after this weekend's Grand Prix, I am informed that it is "unhappy, but not angry". Does that mean they'll be selling Ferrari hankies and chocolates? I'm guessing it'll be a red sh...

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How Much?

Pricing is difficult. White Cube demonstrates the importance of identifying with your customer while relieving them of large sums of mon...

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Great Customer Service (Timbuk2 Style).

A small company's CEO adds a comment to a blogpost about the excellent customer service that the blogger had received in response to a complaint. You can and should read the full story here.Real people treating customers as they would like to be treated and reaping a whole mess of word of mouth in the process. Give your staff the confidence to act like this and your customers will do your marketing for you. Break the rules that should be broken.Addendum:...

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Focussed Attention Is The Goal.

Having been underwhelmed by the in-store experience I described the other day, I actually had my attention grabbed by the window in which there was no "free live music".It's equally dislocating to see a washing machine in a shoe-store window as it is to see a live musician, but it doesn't distract from what you want the customers to think abo...

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Have we made any progress in marketing & sales alignment?

Over the past five years that I've been speaking with CMOs as part of my work here at IDC, sales alignment continues as one of the top priorities on every CMO’s to-do list. The increasing maturity of the technology sector accompanied by significant consolidation will only increase the importance of marketing and sales working in unison as part of the customer creation process. In a recent study, we asked marketing and sales folks to rate marketing’s effectiveness at optimizing sales’ worldwide efficiency and effectiveness (1 = not effective, 100...

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Retail Knows When Your Time Has Passed.

...

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Welcome To The Underwhelming Economy.

Walking past the Nokia Store, Regent Street - that inspiration for so many blogposts - I peeked in to check that I had not been unfair with my previous comments. But no, it was empty again and yet, as this picture shows, not devoid of activity.I've no idea who the Bananarama tribute act are, but I do know that this is not what is meant by the experience economy. They danced and sang perfunctorily, the staff were as disconnected as before and customers...

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Should Advertising Lie?

Well, of course, there are regulations to prevent false claims, but the question came to mind when I saw an advertisement for the genealogy website genesreunited.co.uk that features film of a small group of elephants walking single-file through a dry river-bed. The voiceover informs the viewer that they are searching for the Elephants' Graveyard.The trouble is that the Elephants' Graveyard is a mythical invention and furthermore I'm pretty sure that the footage (which frustratingly I cannot find online) has been taken from a recent documentary...

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