This Focused Performance Weblog started life as a "business management blog" containing links and commentary related primarily to organizational effectiveness with a "Theory of Constraints" perspective, but is in the process of evolving towards primary content on interactive and mobile marketing. Think of it as about Focusing marketing messages for enhanced Performance. If you are on an archive page, current postings are found here.
Monday, January 30, 2006
The WOW Factor -- Good insight from rustybrick at the Search Engine Roundtable...
"I explained that we need to think up of an idea that makes you better then the rest. You need some type of marketing strategy, be it online or offline, that makes you worthy in the eyes of everyone, that your organization is simply WOW.
I explained that you can hire a room full of marketing people to sit there and think up unique ideas. It is done all the time with large companies. But if you can not afford that and most companies cannot, then you need to come up with the idea yourself. And guess what, he got it.
Marketing is discovering the Wow Factor. Search Marketing is utilizing the Wow Factor in the search world. Search Engine Marketing is implementing your SEO tactics off of that wow factor.
I told the individual, to come back to me, when he realizes his wow factor."
Reminds me of how Eli Goldratt used to describe marketing...as the practice of determining and getting the right kind of corn (the market offer) to spread in the right place (advertise) to attract the ducks (prospects), so that the sales process can hit a sitting duck.
The right corn is the "wow" factor -- the unrefusable offer that comes from knowing how your different market segments value your products and services, and enhancing them -- sometime at their core but more often around their edges -- to enhance that value.
The opening in this situation is that our customers have their own constraints, their own problems, and their own headaches. To the extent that our offering and relationship with them is similar to our competitors, and that that offering and relationship can be tied to the customers' problems, we can create new offerings to augment or wrap-around our core product/service. If that new aspect of anoffering addresses prosepects' constraints, it can provide them with high value. For example, some customers prize reliability and on-time delivery far more than price. Figuring out what will solve the customer's/market's problems will then drives a look back into your own organization to see what it needs to address internally to provide these new solutions for our customers.
True marketing is not just a funnel for advertising content, but also for driving the operational improvements and changes to create more value -- more WOW -- for the customer.
posted by Frank - Permanent Link -