Spurred by an article "Build Utility" in Target Market, I'd like to share an example of a Win Win exchange by adagio teas.
The Win-Win Exchange is basically both the business and customer are giving something to get something .
Win-Win offerings should be
- Relevant to your business.
- Creates value for your customer.
- Helps to lead through the sales cycle and increase retention rates.
- Facilitate continued interaction or customer incites
- Help build brand loyalty.
Win- Win Exchange Number One - Offer That Converts vs. Something For Free
In the below example note the Follow Us On Twitter & Get $5 off your order!
Point: We have all seen the freemium or not relitive to business incentives campaigns. Do these typically convert to a true customer or advocate?
Win-Win: Company is receiving measurable value by going beyond 140 characters and incentivizing followers into buyers that is relevant to their business. Customer is receiving a value discount.
[[posterous-content:pid___0]]
Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4Win - Win Number Two - A Tool To Address Customer Needs
What do you think Adagio Teas learned from listening to their customers that lead to this statement?
"Don't let your teas over-steep. Download our complimentary tea timer and enjoy a perfect cup of tea every time"
Point: Offering a tea timer is relevant and useful to the tea lover/ brewer. Adagio Teas got it right by listening within their social spaces and conversation streams. By doing so they created a tool to address customer sticking points, difficulties and questions.
[[posterous-content:pid___1]] Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4
Win-Win for Adagio Teas is that they created a useful tool for their customers that compliments their product line.
Secondly they get valuable insight on the timer users preferences through the sign up process. They they will be able to build a focused list to offer rewards to "customers" or incentives to "not-yet-customer", timer users
I wonder if they take the timer one step further by tracking which tea types are being timed and by whom, creating further "by customer" intelligence to offer customer specific incentives, suggestions and offers based on their tastes?
Any Industry Can Maximize A Win-Win Exchange
A little creative thinking, listening to your customer wants and needs and knowing the value of a engaged customer you can move beyond unfocused Tweetface conversations that create difficult to measure results and create a Win-Win Exchange that adds bottom line value for you and your marketplace.
Examples:
Athletic shoes & the app - how about a pedometer app (iphone/android) that tracks time and foot falls and posts it to a brand community site. Shoe wearer could have a profile that tracks progress, allows them to interact within brand community. Brand could continue to engage user by offering relevant tips, hints and support for their stated goals.
App could lead to repeat business. With footfall awareness at XXXXX total foot falls or distance; brand could offer app user a discount on a new pair of shoes the next time the logged into their app or put it in their community inbox?
Oil Change - How about if you utilize lists within twitter or facebook and segment your social customers by month Tweet/FB them reminder oil change is due that month with a discount offer. Or follow us offer like Adagio Teas. How about building relationsips with other close by businesses that would offer complementary to you both offers that can drive business.
Example: Reward Loyality, this is your fifth visit, we'd like to say thank you for your continued support by giving you a gift certificate to have your car detailed at XYZ car wash. - XYZ carwash sells you the certificate at a discount, yet receives value from exposure to a new potential customer. Carwash customers receive are presented with discount coupons to your Oil Change Shop.
Restaurants- Go beyond the Mayor reward - listen in, if live time check-in occurs how about direct @ tweeting offering a free drink, complementary desert or a next time discount? These folks are giving you Free WOM advertising to their followers and followers followers! In this case many who participate in this activity have hundreds if not thousands of followers & friends who see this message. How much would a newspaper ad cost you to reach that many eyes?
In the above examples, you should know the dollar value of each customer from the first time visitor to repeat customer. Knowing and tracking this value allows you to create the approperate incentive for that customer.
Example of knowing your customer value in relation to Win offer for example
Oil Change example: My car costs $75 for each oil change. 5 oil change visits means I have been a customer for over 1 year and have spent at least $375.00 on oil changes. A negoiated car detailing rate from provider for $37.5 is simply a 10% discount off of gross oil change income.
The goal of this article is to hopfully help inspire you to go beyond the simple tweetface engagement.
Look for ways to add win value to your social marketing investement that helps to convert followers into fans that buy.Create best in trade or customer experience and service by implementing a WIn-Win Exchange Minset And Method
Posted via web from Media Collective -Social Marketing, Advertising And Nerdy Things MindShare & Beyond
0 comments:
Post a Comment