Top of Mind Thursday July 26, 2018: Shampoo, Rinse, Repeat

Top of Mind Thursday

There was a time when all shampoo ads, as well as the directions on the bottle, would tell us to shampoo, rinse, repeat. And probably most people followed directions and did so.

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But as it turns out, that’s really unnecessary. The ingredients in a good bottle of shampoo are made so that they can adequately clean your hair with just a single application. Why the direction to repeat? Well, that means you use twice as much shampoo and need to repurchase the product in half the time.

 

How often in our daily lives do we follow directions or believe what we’re told, whether on a package, a website, or in social media–simply because we’re told to do so by someone who we take to be an expert?

 

The rise of fake news has consumers wondering whether or not they can believe news sources, but we need to look beyond Russian trolls and political extremists. In our every day lives, we follow directions we may have heard decades ago (“Don’t go in the water until 30 minutes after you eat”) that may have no scientific basis, or are no longer valid.

 

Rather than following directions blindly, consumers now push back, ask questions, look for confirmation from friends and colleagues. As marketers, we need to be aware of this and work carefully to build and keep customer trust. That happens by building a relationship and an ongoing dialogue.

 

Those organizations that focus solely on improving their profits without helping their customers are likely to find their business is all washed up.

 

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Top of Mind Thursday July 19, 2018: Amazon Goes to the Dogs

Top of Mind Thursday

Some things should really never happen. Like a local sushi restaurant running out of rice. Or KFC running out of chicken during a promotion in the UK. 

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But who would ever expect Amazon to run out of web capacity on Prime Day–the day it created to promote a Black Friday in July frenzy? Instead of getting to the deals they wanted, for hours millions of shoppers saw a parade of dogs cross their browsers. Cute, but not what they expected.

 

Maybe Amazon should blame their web services provider who is, let’s see..Amazon Web Services. Uh-oh.

 

Today, nearly 1/3 of all cloud infrastructure runs on AWS. So how can the world’s largest provider of web services not be able to allocate enough bandwidth to its own biggest day of the year sale?

 

We often spend time worrying about failure. But we don’t always plan for how to handle unbridled success.

 

I’m sure Amazon is analyzing what went wrong and making changes for the future. KFC used humor to soothe customers who didn’t get their bucket of chicken. But not everyone who suffers a massive failure gets customers to come back again. There are plenty of sushi restaurants in the world–why go back to the one without rice?

 

Are you prepared to handle success? Or will your business go to the dogs?

 

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Just a Moment for Marketing: When Uncontrolled Friction is Destructive

Linda advises: Create a situation where constructive friction can survive.

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Top of Mind Thursday July 12, 2018: Not Caving Into Pressure

Top of Mind Thursday

On Tuesday, the world breathed a collective sigh of relief as the last members of a Thai soccer team and their coach were safely extracted from a cave where they’d been trapped for 18 days due to unexpected heavy rains.

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That the group was even found–let alone rescued and in good health–is nearly miraculous. An international team of cave exploration experts, trained divers, medical personnel and others came together to devise an evacuation strategy that was both difficult and dangerous–and did result in the death of one of rescuers.

 

Yet those on both sides of the drama persevered: The coach, who studied to be a Buddhist monk, kept the boys safe and calm during their long, harrowing ordeal. The rescue team created and tested intricate plans to remove one boy at a time, then painstakingly executed as necessary, with each individual rescue taking 9-11 hours from start to finish.

 

What an outstanding example of what human beings can accomplish when we work together to save lives. In the midst of an increasingly hostile and polarized world environment, more than 100 men and women from all around the world came together to defy the odds and bring the team home.

 

Look what we can do when we refuse to cave into pressure.

 

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Limited time to devote to marketing? Check out our weekly Just a Moment for Marketing videos. They only take a minute.

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Marketing Above the NoiseCheck out the new video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

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linda@popky.com
(650) 281-4854
www.leverage2market.com

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