You can’t understand someone until you’ve walked a mile in their shoes. That’s the principle behind mapping out your customer journey. It’s a way to get an insight into how it feels for your customers to deal with you at each step along the path.
And since understanding your customer is vital to making them feel good about buying and using your product, customer journey mapping is a valuable tool to support this Big Idea.
Continue reading Customer Journey: Mapping your Relationship
Movie stars, celebrities, and sportspeople have managers to take care of their business affairs. So, why shouldn’t a superstar product? And if every product can aim to be a superstar, then they will all need their own Product Manager.
And that’s what we’ll look at in this article; the role of a Product Manager:
- Why we need them
- What they do
- The breadth of their role
So, let’s dive into the world of Product Management.
Continue reading Product Manager: Strategist, Advocate, Keystone
We associate colours with brands and brands with colours. Some colours and combinations immediately evoke a brand. And others instantly trigger a feeling. This is the role of colour psychology in marketing.
Much of what people think they know about colour psychology is little more than pseudo-science. Chromatic astrology, if you will. But there is also a growing body of research evidence to fall back on.
And what that underlines is that, for whatever reason, there is some firm basis for colour psychology.
Continue reading Colour Psychology: Creating a Feeling
Your customers may be few or many. But you never want to let one leave without making the best sale you can. So you need to learn the art of the upsell. And, for that matter, of the cross-sell and the down-sell.
All of them take place after your customer has made their first decision to buy. So, you have done the hard work. Now you can use upselling and cross-selling to increase your revenue. And, if your customer changes their mind, there’s always the down-sell.
If you want to optimise every sales opportunity, you need to know how to apply the ideas of the upsell, cross-sell, and down-sell.
Continue reading Upsell: Optimise Every Sales Opportunity
I don’t suppose we’ll ever find out the origin of April Fools’ Day. But it would make the basis for a great prank!
It does seem sad to me that, in most workplaces, the tradition of harmless jokes is dying out. Yes, I do understand the need to avoid giving offence or causing disruption. So, if we’re ever to see a bit of inoffensive leg-pulling, April Fools’ Day (tomorrow) is a good time for it.
Please don’t take this post as licence to disrupt or offend. But, if you can come up with something genuinely witty, why not? Make April Fools’ Day a source of fun for your colleagues!
Continue reading April Fools’ Day – April Fish
Why is Amazon so successful? A big part of the answer is A/B Testing. Unknown to most users, we are subject to thousands of A/B tests every week. It tells Amazon how to layout a page, which products to offer you, and even the font size on the buy buttons.
A/B testing is ubiquitous on the internet and it powers millions of marketing decisions a day. Yet the idea is shockingly simple. What has changed is the technology that allows marketers to carry out their A/B tests on statistically significant samples quickly and easily. That’s what the internet and web technologies have given us.
So what is this age-old idea, and what can it do for you?
Continue reading A/B Testing: Finding the Optimum
I’m sure Multi-Level Marketing has been around since ancient days. Send out street urchins to sell stuff and take a big chunk of their income. Get them to recruit other homeless kids and let them have a share of what their protegé earns.
But Multi-Level Marketing (or MLM) is big business now, with one estimate* putting it at around the US$200 billion per annum mark, worldwide.
So, we have to ask:
- What is Multi-Level Marketing?
- How does it work?
- Is it a good way to earn a living (here’s a spoiler: no)?
- And how do you spot an MLM scheme if offered one?
Continue reading Multi-Level Marketing (MLM): Pyramid Schemes?
The Long Tail is the other half of the same chart we saw in an earlier Big Ideas article: the Pareto Principle. Vilfredo Pareto took an interest in the head of the chart, where a small number of people accounted for a huge proportion of wealth. In 2006, Chris Anderson published a book that looked at the huge number of products that form the remainder, when you exclude the few that account for the majority of sales.
How many categories of item does Amazon list? I found the statistic from January 2018 that:
Amazon lists more than 3 billion products across 11 marketplaces worldwide.
But most of their sales and revenue come from the top few highest performing goods in each category. A small number of books may sell thousands a month. But there are millions of books that rarely sell any in a given month… or year.
Continue reading The Long Tail: Infinite Consumer Choice
Seth Godin is a marketer and a communicator. His stream of valuable ideas about 21st century marketing is something we’ve written about before. And we’ve featured his idea of Permission Marketing in a previous Big Ideas article. But perhaps the most resonant of his ideas is that of Tribes. This is the idea that marketers need to lead change. And we do that by building a coalition of the willing: a tribe of like-minded people who share our vision.
What I like best about Godin’s idea of Tribes is that it works well on two totally different levels. And different managers in our readership will find greatest resonance in one or the other. The idea of tribes can be about:
- leading change to build a better future
- creating demand for a new product, idea, or service
So, Tribes is a big idea about change leadership or about marketing… or maybe about both.
Continue reading Tribes: From Shared Interest to Change
When I first thought about Social Media as a Big Idea, it seemed like a good topic. Until I started to think about it. Because forms of Social Media are ubiquitous – we all use them, so what can I tell you that you don’t already know?
Well, take a look, and find out.
Continue reading Social Media: Making Connecting and Communicating [too] Easy