Delivering Marketing Joy is an award-winning interview show that helps marketers level up. Each week, Kirby Hasseman interviews the best and brightest minds in marketing to help you level up. This time on Lessons from DMJ, Kirby talks with Jason Friedman on the importance of the customer experience and why boring is beautiful. Watch now!
In this episode of Delivering #Marketing Joy, Jason Friedman, the founder and CEO of CX Formula, delves into the critical importance of designing a customer experience journey. He underscores the necessity of building strong relationships with customers and creating a seamless, frictionless experience. The focus of the discussion revolves around the core concepts of customer loyalty, lifetime value, and the power of referrals. Friedman’s insights shed light on the profound impact a well-designed customer experience can have on customer satisfaction and overall business growth.
Throughout the discussion, Friedman also highlights the often overlooked value of repeat customers and the need to prioritize their satisfaction. He strongly advocates against “random acts of marketing,” suggesting instead a focus on sharing customer stories and experiences to attract the right audience. He introduces the innovative concept of a “kinetic pathway,” which involves reducing friction and increasing momentum in the customer journey. The conversation also touches upon the importance of effective onboarding, emphasizing relationship building over information overload. Lastly, Friedman offers valuable advice on creating an ideal customer script to guide businesses in delivering the desired results.
The Importance of Customer Experience Journey
Jason Friedman places a significant emphasis on the customer experience journey. He believes that businesses should be proactive in designing this journey to ensure a smooth and enjoyable experience for their customers. This involves understanding the customer’s needs, expectations, and preferences, and then tailoring the business’s services or products to meet these requirements.
Friedman argues that a well-designed customer experience journey can have a profound impact on customer satisfaction and business growth. It can lead to increased customer loyalty, higher lifetime value, and more referrals. This, in turn, can result in increased revenue and profitability for the business.
The Value of Repeat Customers
Friedman highlights the value of repeat customers, arguing that businesses often focus too much on acquiring new customers and neglect their existing ones. He suggests that businesses should prioritize the satisfaction of their repeat customers, as they are more likely to become advocates for the business and refer others to it.
Understanding and meeting the needs of repeat customers is crucial. These customers have already demonstrated their loyalty and commitment to the business, and it is important to reward this loyalty by providing them with excellent service and value. By doing so, businesses can encourage these customers to continue supporting them and to spread the word about their positive experiences.
Avoiding Random Acts of Marketing
Friedman advises against “random acts of marketing,” which he describes as marketing efforts that lack a clear strategy or purpose. Instead, he suggests that businesses should focus on sharing customer stories and experiences. These stories can serve as powerful testimonials, demonstrating the value of the business’s products or services and attracting the right audience.
By sharing relevant and relatable stories, businesses can create a strong connection with their audience. This connection can lead to increased trust and loyalty, which can ultimately result in higher sales and profitability.
The Concept of Kinetic Pathway
Friedman introduces the concept of a “kinetic pathway,” which he describes as a customer journey that is designed to reduce friction and increase momentum. This involves removing any obstacles or barriers that may hinder the customer’s journey, and creating a fluid, seamless experience.
The kinetic pathway is different from a traditional customer journey in that it focuses on creating a sense of momentum and forward movement. By reducing friction and obstacles, businesses can make it easier for customers to move through the buying process, leading to higher conversion rates and increased customer satisfaction.
Effective Onboarding
Friedman emphasizes the importance of effective onboarding, arguing that it should focus on relationship-building rather than overwhelming customers with information. He suggests that businesses should help customers understand the relationship they are entering into, and acclimate them to the business’s products or services.
Overloading customers with information during the onboarding process can be counterproductive. Instead, businesses should focus on building a strong relationship with the customer, providing them with the support and guidance they need to get the most out of the business’s products or services.
Creating an Ideal Customer Script
Friedman advises businesses to create an ideal customer script, which can serve as a roadmap for delivering the desired results. This involves pretending to be the customer and writing a script of their experience, and then using this script to guide the business’s efforts.
The ideal customer script can help businesses understand the customer’s perspective and anticipate their needs and expectations. By incorporating elements of the script into the customer experience journey, businesses can ensure that they are delivering a consistent, high-quality experience that meets the customer’s needs and exceeds their expectations.
Conclusion
In conclusion, Jason Friedman offers a wealth of insights and advice on improving the customer experience. He emphasizes the importance of designing a customer experience journey, prioritizing the satisfaction of repeat customers, avoiding random acts of marketing, and creating a kinetic pathway. He also highlights the importance of effective onboarding and the creation of an ideal customer script. To assist businesses in implementing these strategies, Friedman offers a free tool to help improve their customer experience.
Delivering Marketing Joy is an award-winning interview show that helps marketers level up. Each week, Kirby Hasseman interviews the best and brightest minds in marketing to help you level up. This time on Lessons from DMJ, Kirby talks with Liane Davey about why conflict can be healthy at work. Watch now!
In this insightful discussion, Liane Davey, renowned author of “The Good Fight,” sheds light on the often misunderstood concept of conflict in the workplace. She argues that not only is conflict inevitable in any organization, but it can also be a healthy and productive force if managed correctly. Davey’s perspective challenges the conventional wisdom that conflict is inherently destructive and should be avoided at all costs. Instead, she presents a compelling case for embracing conflict as a catalyst for innovation, risk mitigation, and robust discussions about trade-offs.
Throughout the video, Davey provides practical advice on how to navigate conflict effectively, emphasizing the importance of feedback, the use of different managerial tools, and the art of handling difficult conversations. She also underscores the importance of reflection and follow-up after these conversations. This article delves into these key points, providing a comprehensive summary of Davey’s enlightening discussion.
Defining Conflict
At the heart of Davey’s discussion is a nuanced definition of conflict. She describes conflict as the struggle between incompatible needs and wishes, a natural occurrence in any environment where diverse individuals work together. Importantly, she clarifies that conflict does not necessarily involve negative behavior or bullying. Instead, it can lead to productive discussions about trade-offs, fostering a culture of open communication and mutual respect.
Moreover, Davey posits that conflict can be a potent source of innovation and risk mitigation. When employees feel comfortable expressing differing opinions and challenging the status quo, it can spark creative solutions and preempt potential problems. This perspective reframes conflict as a valuable resource for organizations, rather than a problem to be eradicated.
Giving Feedback
Another key theme in Davey’s discussion is the role of feedback in managing conflict. She defines feedback as providing novel information about the impact of behavior on others. This is crucial because most people lack self-awareness and may not realize how their actions affect their colleagues. By focusing on the impact of behavior, rather than passing judgment, feedback can be a powerful tool for personal growth and improved interpersonal dynamics.
According to Davey, feedback can be positive or negative, but it should always provide insight and value. It’s not about criticizing or praising for the sake of it, but about helping individuals understand the consequences of their actions and how they can improve. This approach to feedback fosters a culture of continuous learning and mutual respect, where employees feel valued and empowered to grow.
Different Managerial Tools
Davey also explores the use of different managerial tools in dealing with conflict and providing feedback. She emphasizes that feedback is subjective and suits situations with different choices. However, other tools like instruction, coaching, advice, and evaluation can also be effective, depending on the situation.
Instruction provides specific guidance on tasks or processes, while coaching helps individuals think differently and find new ways to achieve their goals. Advice draws from personal experiences to help others avoid mistakes, and evaluation assesses contributions relative to standards or objectives. By using these tools judiciously, managers can effectively navigate conflict and foster a positive work environment.
After Difficult Conversations
Finally, Davey discusses the importance of what happens after difficult conversations. She advises ending the conversation with a resolution or a thank you to tie a bow around it. This provides closure and reaffirms the value of the conversation, even if it was challenging.
She also emphasizes the importance of following up with any commitments made during the conversation. This demonstrates integrity and accountability, reinforcing trust within the team. Lastly, Davey encourages reflection on the conversation’s impact and expressing gratitude for the relationship. This helps to maintain a positive relationship, even in the face of conflict.
Conclusion
In conclusion, Liane Davey’s discussion provides a fresh perspective on conflict at work, arguing that it can be healthy and lead to productive outcomes. By giving effective feedback, using different managerial tools, and handling difficult conversations effectively, organizations can foster a positive work environment where conflict is seen not as a threat, but as an opportunity for growth and innovation.
As we approach 2024, it’s time to reevaluate our social media habits. The digital landscape is ever-evolving, and so too should our approach to it. This article discusses four key behaviors that need to be left behind as we move forward. These practices not only hinder personal growth but can also negatively impact businesses and their online presence. By understanding and addressing these habits, we can use social media more effectively and positively.
These four areas of focus include incessant selling without providing value, arguing with strangers on the internet, calling out other businesses for their practices, and comparing one’s life and success to others on social media. Each of these behaviors can lead to negative outcomes, from damaging a business’s reputation to causing personal dissatisfaction and unhappiness. It’s time to shift our focus and use social media as a tool for growth, both personally and professionally.
Stop Incessantly Selling Without Providing Value
The first point to address is the habit of incessantly selling on social media without providing any value. Businesses often fall into the trap of using social media solely as a platform for constant sales pitches. This approach, however, can be off-putting to audiences and may lead to a decrease in engagement and followers.
Instead, businesses should focus on providing value to their audience before asking for sales. This can be achieved by sharing useful content, engaging with followers, and building a community around your brand. By building trust and integrity through valuable content, businesses can foster a more loyal customer base and lead to more successful sales in the long run.
Stop Arguing with Strangers on the Internet
The second point is to stop arguing with strangers on the internet. As we head into an election cycle, the temptation to engage in online debates can be strong. However, these arguments are rarely productive and can be detrimental to mental health and business reputation.
Instead of wasting time arguing, focus on personal growth and filling your mind with positive content. Engage in discussions that are beneficial and constructive. As the election cycle approaches, it’s important to remember that getting caught up in online debates that serve no purpose will only lead to stress and negativity.
Stop Calling Out Other Businesses for Their Practices
The third point is to stop calling out other businesses for their practices. While it’s important to hold businesses accountable, constantly criticizing others takes attention away from personal growth and improvement. It also creates a negative online environment and can harm your own business’s reputation.
Instead, focus on providing value to customers and reaching more potential customers. Look for ways to improve your own business and practices. Shift the focus from what others are doing wrong to what can be done better in your own business. This positive approach can lead to better business outcomes and a more positive online presence.
Stop Comparing Your Life to Others on Social Media
The fourth and final point is to stop comparing one’s life and success to others on social media. This habit can lead to dissatisfaction and unhappiness, as it’s easy to feel inadequate when comparing oneself to the highlight reels often showcased on social media.
Remember that social media is not a full reflection of someone’s life. It’s important to avoid comparing behind-the-scenes struggles to others’ seemingly perfect lives online. Instead, use social media as a tool for inspiration and growth, not as a measure of personal success.
Conclusion
As we move into 2024, it’s important to use social media responsibly and positively. These platforms can be powerful tools for personal and business growth when used correctly. By avoiding these four common pitfalls, we can create a more positive online environment and use social media to its full potential.
As always, we want to provide you with value. So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.
The effectiveness of branded merchandise in marketing campaigns is a topic that has been widely discussed, yet often misunderstood. Many businesses invest heavily in branded merchandise, but few know how to measure its impact accurately. The goal here is to shed light on this topic, providing insights into how promotional products can boost open rates, increase orders, and create brand affinity. We will also discuss the challenges businesses face in measuring the effectiveness of branded merchandise and how to overcome them.
Branded merchandise is not just about slapping your logo on a product; it’s about creating a meaningful connection with your audience. It’s about using a physical item to convey your brand’s values and personality. But how do you know if your branded merchandise is achieving these goals? That’s where measurement comes in. By understanding how to measure the effectiveness of your branded merchandise, you can make more informed decisions and maximize your return on investment.
Promotional Products and Open Rates
One of the most significant benefits of promotional products is their ability to increase the open rate on direct mail. According to a study by the International Organization of Promotional Products, well-executed promotional products can boost open rates by up to 75%. This is because promotional products create a sense of curiosity that a basic letter may not. The physical presence of a product, often referred to as “bumpy mail,” can pique the recipient’s interest and encourage them to open the mail.
However, the effectiveness of promotional products is not just about creating curiosity; it’s also about delivering value. The more useful and relevant the promotional product is to the recipient, the more likely they are to open the mail and engage with your brand. Therefore, when choosing promotional products, it’s crucial to consider your audience’s needs and preferences.
Branded Merch and Reorders
Branded merchandise can also play a significant role in driving reorders. A study involving a dry cleaner and new residents found that giving branded merchandise to new residents increased their likelihood of ordering by 18%. This is compared to giving nothing or just a coupon. The tangible nature of branded merchandise can create a stronger connection with the brand, leading to faster and increased orders.
However, it’s important to note that the effectiveness of branded merchandise in driving reorders depends on the quality of the merchandise and its relevance to the customer. Poor quality merchandise can harm your brand’s reputation, while irrelevant merchandise may not resonate with your customers. Therefore, it’s crucial to invest in high-quality merchandise that reflects your brand’s values and meets your customers’ needs.
Brand Affinity and Positive Association
Branded merchandise can also help create brand affinity and a positive association with your brand. Studies have shown that receiving branded merchandise can make customers feel more connected to the brand. This is especially true when the merchandise is of high quality and aligns with the customer’s values and lifestyle.
Creating a positive association with your brand through branded merchandise can have long-term benefits. It can increase customer loyalty, encourage word-of-mouth referrals, and even influence purchasing decisions. Therefore, when planning your branded merchandise strategy, it’s important to consider not just the immediate impact but also the long-term effects on your brand perception.
Challenges in Measuring Effectiveness
Despite the potential benefits of branded merchandise, many businesses struggle to measure its effectiveness. One of the main challenges is a lack of understanding of what to measure. While it’s easy to compare the reach of branded merchandise with other marketing channels, this may not accurately reflect its effectiveness. The impact of branded merchandise extends beyond reach; it also includes factors like brand perception, customer loyalty, and reorder rates.
To overcome these challenges, businesses need to establish clear objectives for their branded merchandise campaigns. These objectives should align with the overall marketing strategy and be measurable. By setting clear objectives, businesses can track the performance of their branded merchandise campaigns and make necessary adjustments to maximize their effectiveness.
Targeted Use of Branded Merchandise
Branded merchandise is most effective when used in a targeted fashion. Simply throwing a bunch of branded merchandise without a specific target is not effective. Instead, businesses should identify their target audience and tailor their branded merchandise to meet their needs and preferences. This targeted approach can lead to greater effectiveness and a higher return on investment.
For example, if your target audience is environmentally conscious, you might consider using eco-friendly branded merchandise. This not only aligns with your audience’s values but also reinforces your brand’s commitment to sustainability. By understanding your audience and aligning your branded merchandise with their values, you can create a stronger connection with your audience and increase the effectiveness of your branded merchandise.
Differentiating Brand Marketing and Direct Marketing
When measuring the effectiveness of branded merchandise, it’s important to differentiate between brand marketing and direct marketing. Brand marketing focuses on building brand awareness and recognition, while direct marketing aims for direct response and immediate action. Therefore, the metrics used to measure the effectiveness of brand marketing may not accurately reflect the effectiveness of direct marketing, and vice versa.
For example, brand marketing might measure the increase in brand awareness and perception, while direct marketing might measure the increase in sales or leads. By understanding the difference between brand marketing and direct marketing, businesses can choose the right metrics to measure the effectiveness of their branded merchandise and make more informed decisions.
Understanding the Purpose of the Campaign
Understanding the purpose of the branded merchandise campaign is crucial in measuring its effectiveness. Different types of branded merchandise campaigns serve different purposes. For example, brand marketing campaigns focus on raising awareness and recognition, while direct marketing campaigns aim for direct response and specific actions. Therefore, the metrics used to measure the effectiveness of a branded merchandise campaign should align with its purpose.
For instance, if the purpose of the campaign is to increase brand awareness, you might measure the increase in brand mentions on social media or the increase in website traffic. On the other hand, if the purpose of the campaign is to drive sales, you might measure the increase in sales or the conversion rate. By aligning the metrics with the purpose of the campaign, you can accurately measure the effectiveness of your branded merchandise.
Examples of Branded Merchandise Campaigns
The video provides examples of different types of branded merchandise campaigns and how to measure their effectiveness. One example is a monthly branded merchandise campaign, where a different piece of branded merchandise is used each month to reach out to clients and set up meetings. By understanding the purpose of each campaign, businesses can measure its effectiveness and make necessary adjustments to improve future campaigns.
For instance, if the purpose of the campaign is to set up meetings, businesses might measure the number of meetings set up as a result of the campaign. If the purpose of the campaign is to increase brand awareness, businesses might measure the increase in brand mentions on social media or the increase in website traffic. By aligning the metrics with the purpose of the campaign, businesses can accurately measure the effectiveness of their branded merchandise.
Conclusion
Measuring the effectiveness of branded merchandise is not a straightforward task. It requires a clear understanding of the purpose of the campaign, the target audience, and the right metrics to measure. However, with the right approach, businesses can accurately measure the effectiveness of their branded merchandise and maximize their return on investment.
We hope this article has provided valuable insights into how to measure the effectiveness of branded merchandise. If you have any questions or need further assistance, feel free to reach out. And don’t forget to subscribe and rate our podcast for more valuable content on marketing and branding.
As always, we want to provide you with value. So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.
Branded Merchandise, or ‘merch’ as it’s commonly referred to, is a crucial aspect of any organization or personal brand. It serves as a tangible representation of the brand, often acting as a physical reminder of a brand’s values, image, and identity. However, not all merch is created equal. In this video and blog, we discuss the importance of avoiding bad merch and the detrimental effects it can have on your brand. It’s not just about saving a few bucks, it’s about preserving the integrity of your brand, respecting the environment, and making a smart investment.
It’s essential to understand that cheap and inexpensive are not synonymous when it comes to merch. The quality of the merch can significantly impact the brand’s image and reputation. Furthermore, bad merch is not only harmful to the brand but also to the environment. It contributes to landfill waste and promotes a culture of disposability. Lastly, bad branded merch is a bad investment. It does not leave a lasting impression and may not even be used by the recipients. In this article, we delve into these points in detail, providing you with four compelling reasons not to buy bad merch.
Cheap vs. Inexpensive Merch
When it comes to branded merch, there’s a significant distinction between cheap and inexpensive. Cheap merch often lacks quality and durability, leading to a poor representation of your brand. On the other hand, inexpensive merch can still be of high quality. For instance, a high-quality lip balm can be an inexpensive yet effective piece of merch. It’s essential to strike a balance between cost and quality when choosing your merch.
Investing in cheap merch may seem like a cost-effective strategy in the short term. However, the long-term effects can be detrimental to your brand. Cheap merch often breaks easily, doesn’t function properly, or wears out quickly, leading to a negative impression of your brand. On the other hand, inexpensive, high-quality merch can leave a positive, lasting impression, enhancing your brand’s image and reputation.
Bad Merch is Bad for the Brand
Branded Merch is a physical representation of your brand. It’s a tangible extension of your brand’s values, image, and identity. Therefore, bad merch can significantly harm your brand. It’s crucial to choose merch that aligns with your brand’s values and image. If the merch contradicts these, it can be detrimental to your brand’s reputation.
Imagine handing out pens that don’t write or t-shirts that fade after a few washes. This not only frustrates the recipient but also reflects poorly on your brand. It sends a message that your brand doesn’t value quality or customer satisfaction. Therefore, it’s crucial to invest in high-quality merch that accurately represents your brand and resonates with your target audience.
Bad Merch is Bad for the Earth
Bad merch isn’t just bad for your brand; it’s also bad for the environment. Cheap, low-quality merch often ends up in the trash after a short period of use, contributing to landfill waste. This not only harms the environment but also reflects poorly on your brand’s commitment to sustainability.
Choosing sustainable and reusable merch is a better option. Not only does it show your brand’s commitment to the environment, but it also provides a lasting, useful product for the recipient. For instance, a reusable shopping bag or a stainless steel water bottle can be a great piece of merch that aligns with your brand’s sustainability values and provides value to the recipient.
Bad Merch is a Bad Investment
Investing in bad merch is like throwing money down the drain. It doesn’t leave a lasting impression, and it may not even be used by the recipient. The perceived value of the merch is crucial for its usage and impact. If the merch falls apart or doesn’t function properly, it’s likely to be discarded, wasting your investment.
On the other hand, investing in high-quality, useful branded merch can have a significant return on investment. It can enhance your brand’s image, increase customer loyalty, and even generate new business. Therefore, it’s crucial to consider the quality and functionality of the merch before making an investment.
Conclusion
Choosing the right branded merch is crucial for any brand. It’s not just about the cost; it’s about the quality, the impact on the environment, and the return on investment. It’s important to choose merch that aligns with your brand’s values and image. Consider your target audience and what would bring them joy and lasting use. A well-thought-out merch strategy can significantly enhance your brand’s image and reputation, leading to increased customer loyalty and business growth.
So, before you make your next merch purchase, remember these four reasons not to buy bad merch. Invest in quality, align with your brand values, consider the environment, and make a smart investment. Your brand, your customers, and the earth will thank you.
As always, we want to provide you with value. So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.
You know what time it is! It’s time for Thirsty Thursday! Thirsty Thursday is the award-winning piece of content from Hasseman Marketing where we take a mystery drink out of a piece of branded drinkware! Be careful…it’s not for everyone. This week we feature the Venture Lite 24 oz Water Bottle from Tervis. It’s a fun one. Get ready to giggle…and be jealous of this new piece of drinkware. Watch now!
Why Should You Consider the Venture Lite 24 oz Water Bottle from Tervis?
Our 24oz classic Venture Lite water bottle features an easy-to-swap chug spout and straw spout so you can choose how to drink. It also has a push-button opening for one-handed operation, a safety lock to prevent spillage and a comfortable handle for easy carrying. Its large lid opening means ice cubes go in easily.
This printed wrap-around design is sealed between the bottle walls. Double-wall insulation keeps drinks cold longer and reduces condensation to keep hands dry in warmer weather.
Impact-resistant, BPA-free material makes these water bottles shatterproof. They’re also lightweight and leakproof for peace of mind when carrying.
Most classic water bottles are freezer and dishwasher-safe (top rack recommended, or away from heat element if on the bottom rack) and fit most cup holders.
Each classic water bottle is proudly made in the US with American and imported parts, and backed by a Lifetime Guarantee* so you can buy with confidence.
