{"id":6343,"date":"2017-07-18T11:06:38","date_gmt":"2017-07-18T11:06:38","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=6343"},"modified":"2017-07-18T11:06:38","modified_gmt":"2017-07-18T11:06:38","slug":"moments-marketing","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2017\/07\/moments-marketing\/","title":{"rendered":"\u201cMOMENTS\u201d MARKETING"},"content":{"rendered":"
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Marketers love re-targeting, and it\u2019s a pretty natural, if misguided, instinct. This person bought something, or looked at something, they seemed happy enough about buying it, so let\u2019s not let the party end without getting them to buy even more. We all experience it as consumers. Spend a few hundred dollars on a new phone, pick up all of the standard, relevant accessories, and there\u2019s still no chance you\u2019re making it to the exit door without getting bombarded with\u00a0very special<\/em>\u00a0offers.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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As a consumer, I can\u2019t help wondering why they don\u2019t make those offers\u00a0before\u00a0<\/em>I make the big purchase. As a marketer, I know exactly why. It\u2019s about the up-sell, and the perceived chance to keep me coming back for more. If a few customers are angry enough about aggressive sales practices to switch brands, who cares? As long as the numbers check out at the end of the month, it\u2019s just the cost of doing business.<\/p>\n

Why Moments Matter and How to Capture Them<\/strong><\/p>\n

Ever experience one of those moments that crystallizes why you believe what you do? People who know me know that I\u2019m a divorced dad. I have had to fight to keep my daughters in my life, and #ThisDadWontQuit! So I\u2019m out to dinner alone with only one of my girls\u2026 just dad\/daughter and not two-on-one. For the first time probably because her sister isn;t there to listen, she starts talking to me about boys, and she\u2019s telling me about the code names she and her friends give to the boys at school\u2026 they call them by colors so the boys don;t know who they are talking about. After all that I\u2019ve read and said about the importance of listening, I knew this was a time to keep my mouth shut.<\/p>\n

It was this beautiful, amazing moment that ended just as quickly as it began when the waitress slapped the check down onto the table. Long story short, we got home, I waited for her to finish a phone conversation with a friend, and I made the \u201cdad re-targeting\u201d error of bringing up the conversation from earlier. But the moment was over, and the look I got said so very clearly.<\/p>\n

I went for the up-sell, and it backfired. Marketers do this all the time with customers, and they don\u2019t look at the consequences. So what I did was immediately learn a lesson, and never did that again with my daughter. I took what I learned from that moment, that very important, valuable data, and I saved it for\u00a0another moment<\/em>\u00a0when it was relevant.<\/p>\n

Listen, Learn, and Apply<\/strong><\/p>\n

If you\u2019re a marketer, you save that data for the next time they come in the store, rather than hitting them with it on the way out. Okay, I remember that you purchased this item last time. How did you like that, and is there anything we can do to improve on it? Use the memory of that prior moment in an unobtrusive way that shows you remember the customer, care about their needs, and wish to continue building on the relationship.<\/p>\n

You can\u2019t learn without listening, and the lessons you learn are only valuable if you put them to work. For instance, several months after the \u201ccolor-code\u201d conversation with my younger daughter, I\u2019m with my girls in Mexico and \u2013 for all the dads out there \u2013 my teenage girls are totally ignoring me\u2026 don\u2019t want to swim, hang out\u2013nothing. Finally, my older daughter basically screams at her sister to leave her alone\u2026 \u00a0so Niki asks \u201cme\u201d to come in the water with her.<\/p>\n

Inside, I\u2019m bursting with glee. I wanted to jump up and down. But I very coolly said, \u201cSure honey, if you want me to come in the water with you.\u201d We got in the water, and I\u2019m trying to act incredibly cool like this is no big deal. Then, out of nowhere, she starts talking about boys using their code names. Rather than forgetting the old conversation, I dug into my database and made some comments about \u201corange\u201d. You could see the spark in my daughter\u2019s eye. She knew in that moment that I really was listening to what she had to say all those months ago\u2026 and that I cared enough now to jump back into the conversation.<\/p>\n

To me, those are the\u00a0real<\/em>\u00a0moments, and as marketers, we need to watch for them to know when they\u2019re happening. We need to create a landscape that empowers people to have those moments with us, and then build on those moments without trying to turn them into a quick sale.<\/p>\n

I\u2019m thankful that my daughters have given me many teachable moments\u2014and those lessons have served me well both personally and professionally. I hope you\u2019ll take this one to heart when you\u2019re planning your marketing strategies. The more you concentrate on the relationship versus the sale, the better off you\u2019ll be.<\/p>\n

#FollowThePath<\/a>\u00a0#RonR<\/a>\u2026\u00a0#NoLetUp!<\/a><\/p>\n

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Previously posted at\u00a0TedRubin.co<\/a>m<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketers love re-targeting, and it\u2019s a pretty natural, if misguided, instinct. This person bought something, or looked at something, they seemed happy enough about buying it, so let\u2019s not let the party end without getting them to buy even more. We all experience it as consumers. Spend a few hundred dollars on a new phone, … Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-6343","post","type-post","status-publish","format-standard","hentry","category-tedrubin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6343","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=6343"}],"version-history":[{"count":1,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6343\/revisions"}],"predecessor-version":[{"id":6344,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6343\/revisions\/6344"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=6343"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=6343"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=6343"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}