momorantings

I noted a tweet in which the author complained that he'd be on hold with a customer service phone-line for so long that he'd realised that the music being played to him was a loop of three tunes and he'd hung up. Now, obviously, he'd been kept holding for far too long. But it's also true that the company in question had idiotically ensured that he realised this by limiting the music to a cycle of three. The first priority is to deal with the customer swiftly, the second is to ensure they don't feel taken for granted. In this case, the company got it wrong on both counts. If I were him, I'd ring up and complain. Or maybe not.

Disclaimer: The thoughts and opinions in the post below are solely my own and do not necessarily represent the opinions of any institution I am employed by. I count myself lucky to have been among the two hundred people that NEA Chairman Rocco Landesman addressed at the national new play development convening at Arena Stage on Wednesday, January 26, 2011. If you are interested in viewing the entire speech, it can be viewed here . His speech caused a swift and emotional response from bloggers and media alike. Some of the more interesting responses are below: Dear Rocco Landesman , We Don't Want Your Theater Death Panels, Arts Dispatch Landesman Comments on Theater , The New York Times Fighting Words from Rocco Landesman , Arena Stage Blog On Rocco Landesman , Theatre Ideas In his speech, Chairman Landesman said "there is a disconnect that has to be taken seriously — our research shows that attendance has been decreasing while the number of the organizations have been prol...

Making good stuff from scratch is really difficult. Removing bad stuff is relatively simple. The former is to be encouraged, the latter is compulsory.

A couple of months ago, I wrote a blog post about managing success . Since that time, I have received several e-mails asking me how to manage in times that are not so successful. Non-profit arts organizations should be taking risks, and sometimes those risks pay off, and sometimes they don't. In times they don't, a marketer's job becomes focused on managing perception. The truth may be that there is very little demand for your current product, however there are several techniques that can be used to create the perception that a struggling product is actually quite successful. 1. Avoid mass public discounting if at all possible. Nothing sends a message that you have an unpopular product more than a mass public discount. Not to mention, it also upsets customers who have purchased earlier often at a higher price. GroupOn , Goldstar , Living Social , TicketPlace and TKTS are all examples of mass public discounting outlets. There are ways in which these outlets can be used su...

There's something odd about that cityscape. That was my reaction as I looked at the poster advertising the launch of a TV channel which has exclusive first-look access to all HBO's output. The idea of merging the New York buildings into the London skyline is understandable, but the choices are odd and the effect dis-easing. I may be wrong but it seems that they've only used New York buildings - that is the South Street Seaport isn't it? So, firstly, they're projecting New York rather than the USA even though not all the shows are New York-based. Moreover, the majority of the office blocks are, to me at least, anonymous. They're neither specifically New York or London or, indeed, specifically American or British. The overall impression is that of a quasi-generic cityscape - you know what it wants to be but it's not quite there and it's proximity to reality is unnerving. In robotics this is known as the uncanny valley but I think it can be applied here to...

Yes, it is a bit late in the day for car ads to jump on the knowing-ness bandwagon, but this one seems to me to manage to be self-deprecating without being self-denigrating. While it might exude a little self-satisfaction when viewed in isolation, it's a beacon of sobriety by comparison with most other car marketing. In an age of mass comment, isn't it strange how much marketing continues to be inauthentic? Be it pristine interiors, fake beauty or prettified food, the obsession is all too often with an aspiration that is likely to be perceived as ridiculous. The thinking behind the marketing may well be sound, but the deception of the customer or the self-deception of the marketer so often undermines it. There is a difference between dreams and fantasy. Credibility is key.

Forget about all this talk of branding and brands. Your focus should be on a simpler model. A) This is what we produce (and what we think it can do for you). B) This is how we behave (in every realm of activity). C) We'll let you decide what we are, what we stand for and what we might mean to you. You can console yourself with what they say they think of you when prompted in a focus group. But that is probably very different from what comes to mind on those rare occasions when they actually think about you.

A comment on the previous post indicated the reader's willingness to include good service in his insurance purchase decision. A common sentiment that might make insurance companies think about emphasising good service in their marketing. The problem is I'm not sure you can actively market good service. You can make all the claims you like backed up with all the data you like but for claims to have real impact they have to be provable. To make claims before purchase is to court sceptisicm and to risk disappointed customers. To make claims afterwards is to risk disbelief - be it of the relevance of the tiny survey samples so evident in beauty product advertising or be it the viewers' questioning of your vague definitions of satisfaction. No, I'm not sure you can market customer service. You can truly only provide it on a one to one personalised basis. Its provision is part of your marketing. Its promotion isn't.

Modern marketers tend to get very excited by ideas of conversation and engagement with customers. Given that they are aware how many images and messages each of us receive every day, they have become less impressed by the more basic aim of generating awareness. This, I think, is why this pun-based campaign has received such criticism from within the advertising world. Some complain that the imitation of Morgan Freeman is a deceitful hijacking of the actor's gravitas while others just deem it trite, shouty advertising disguised as something else. But that is to overlook context. It's an ad for insurance. Insurance stubbornly remains a commodity business where price trumps service because we buy it before we need it. The engagement with the product/service occurs at a time of distress and not at a time of purchase. In a commodity business, awareness is key. You want your customer to have your name come to mind when they consider the purchase. It's brutally simple. A differen...