In this episode, you’ll learn the marketer’s palette of talkable possibilities consists of three pathways: Produce Great Advertising, Design Great Experiences, and Deliver Great Customer Service.
BACKGROUND INFO:
The Talkable Brand video series will help you to strategically think about ways to make your brand, your business worthy of word of mouth. Every Tuesday on the Brand Autopsy blog a new episode will premiere giving you knowledge and a nudge. Knowledge being interesting information. The nudge being compelling motivation to make the information happen. The result, I hope, is helping you make brands more talkable.
“We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.”
— Bill Bernbach
In this episode, you’ll learn the most successful and sustainably word of mouth worthy businesses embrace this paradox of being both original and practical to become forever talkable.
BACKGROUND INFO:
The Talkable Brand video series will help you to strategically think about ways to make your brand, your business worthy of word of mouth. Every Tuesday on the Brand Autopsy blog a new episode will premiere giving you knowledge and a nudge. Knowledge being interesting information. The nudge being compelling motivation to make the information happen. The result, I hope, is helping you make brands more talkable.
BACKGROUND INFO:
The Talkable Brand video series will help you to strategically think about ways to make your brand, your business worthy of word of mouth. Every Tuesday on the Brand Autopsy blog a new episode will premiere giving you knowledge and a nudge. Knowledge being interesting information. The nudge being compelling motivation to make the information happen. The result, I hope, is helping you make brands more talkable.
In this episode, you’ll learn there is no recipe for originality. However, there is a way to encourage originality — it’s about being obvious about what you do, how you do it, and why you do it.
BACKGROUND INFO:
The Talkable Brand video series will help you to strategically think about ways to make your brand, your business worthy of word of mouth. Every Tuesday on the Brand Autopsy blog a new episode will premiere giving you knowledge and a nudge. Knowledge being interesting information. The nudge being compelling motivation to make the information happen. The result, I hope, is helping you make brands more talkable.
If you’ve been following along you know we’ve done three video ditties giving you knowledge and a nudge on how to make word of mouth happen for your business/brand.
The newest video, Talkable is Bankable, explains how marketers can absolutely bank on the fact when a brand is in the conversation then it will be under purchase consideration. (If you didn’t watch the short video, you can here.)
Or, you can read the script below to learn if marketers can design brands to become worthy of word of mouth, then word of mouth will happen.
Talkable is Bankable
So much has changed in how people connect with others. All the high-tech gadgets and online apps make connecting with people easier.
HOW we talk has changed and is changing but the WHY has not.
Since human civilization began, the reasons why people talk hasn’t changed at all. We are social by design. We share information with people because it is interesting, it is helpful to others, and it enhances how others perceive us.
It’s an absolute guarantee that people will talk about matters they find worthy of sharing. These matters include: Gossip. Weather. Politics. News. And, brands.
Marketers can bank on the fact if a brand is in the conversation then it will be under consideration.
A recent report from Experian found Word of Mouth is the most influential factor in driving consumer purchase decisions.
A Harris Interactive report from 2010 reveals 71% of us believe reviews and opinions from family members or friends have a “great deal” or “fair amount” of influence on our purchase decisions.
Those statistics shouldn’t surprise you. These stats might.
Robin Dunbar, anthropologist, has studied and written about the social nature of humans. You may know his work because of Dunbar’s Number, 150.
Facebook and other online social networks are changing how we talk by making it easier to connect with friends and with friends of friends. However, despite being connected to more people, we are still only meaningfully connecting to a small number.
New technology will change, making it easier for us to talk and connect with friends and with friends of friends.
Old reliability will remain the same. We will always talk about things we find interesting, stuff that can help people, and about matters that make us more interesting with family, friends, and friends of friends.
We will also continue to maintain and deepen our connections with small groups of people even as technology makes it easier for us to connect with more people.
If marketers can design brands and business to become worthy of word of mouth, then word of mouth will happen. You can absolutely bank on those conversations taking place.
Starbucks is proud to say they’ve listened to nearly 125,000 customer ideas and implemented 185 of them from their MyStarbucksIdea.com (MSI) program. (MSI is a website where customers submit and discuss ideas on ways Starbucks can improve its business.)
A year ago I dissected the 53 customer-submitted ideas Starbucks took credit for implementing and found Starbucks should only take credit for implementing 6 ideas.
For example, Starbucks credits a customer idea for the Splash Sticks they offer customers to help ensure coffee doesn’t spill out of the plastic lid. Reality is this idea was being done in Japan months before its introduction into the North American market. It’s not a customer-generated idea because this idea was already in the Starbucks product pipeline.
Today, Starbucks claims to have listened to and launched 185 ideas from customers. Much like the original list of 53 ideas, Starbucks is taking far too much credit for implementing customer-driven ideas.
Here are a few ideas where Starbucks falsely credits customers as the source and wrongly takes credit for making the customer idea happen:
Idea #170 | Starbucks K-Cups®
Let’s be real. It took Starbucks a few years to get on the K-Cup bandwagon because it didn’t want to help a competitor make money. Green Mountain Coffee roasts/sells coffee and owns the Keurig K-Cup brewer. It’s estimated Keurig has 80% market share in the single-serve coffee brewer category.
Green Mountain Coffee receives a royalty fee for each K-Cup pod produced and receives money by having coffee roasters purchase a K-Cup packaging machine. Starbucks has been reluctant to produce K-Cups because if they did, it would directly benefit a competitor.
The single-serve coffee market has become too large and the financial opportunity is too huge for Starbucks to ignore. K-Cups have always been on Starbucks radar. It didn’t take a customer suggestion on MyStarbucksIdea to make Starbucks aware of the K-Cup opportunity.
Idea #138 | 24 oz. Reusable Cold Cup
Hard to give credit to the customer idea for something that has long been part of the Starbucks merchandise mix. Starbucks has sold Cold Cups for years in all sorts of styles, colors, etc. They’re called Travel Tumblers and these cups can keep cold coffee cold and hot coffee hot.
Idea #124 | Sell Kona Coffee
It’s not like Stabucks hasn’t thought of selling Kona Coffee before. It’s not often, but Starbucks has sold 100% Kona Coffee before and will sell it again when they get a crop that’s worthy of selling as a stand-alone varietal.
Idea #114 | Open a store in El Salvador Idea #64 | Open a store in Sweden
Are we to believe Starbucks didn’t have El Salvador and Sweden on the list of potential new international markets until a customer suggested it?
Idea #84 | Extend the Treat Receipt
The “Treat Receipt” is a $2 OFF coupon to encourage morning daypart customers to make a return visit in the afternoon daypart. Starbucks began this promotion in 2009. Did it again in 2010. And, did it again in 2011. Not sure the company can give credit to a customer idea for what looks to be a successful on-going promotion.
Idea #80 | VIA® Ready Brew at Grocery Stores
It was always in the plans for Starbucks to sell its instant coffee in grocery stores. In no way can the company give credit to a customer for giving them this brilliant idea.
Idea #78 | Better Incentives for Personal Mugs
The long-standing Starbucks policy has been to give customers a 10-cent discount for using their personal mug. It’s a policy that has been around for 20+ years.
Starbucks could have responded to this customer idea by upping the 10-cent discount to 15-cents to better account for inflation. Nope. Instead, Starbucks responded to this idea by offering a one-day promotion where a customer could get a free brewed coffee in their personal mug.
Not sure a one-day free coffee promotion is what the customer had in mind for their idea of having a more compelling reason to use their personal mug.
By no means am I saying the MyStarbucksIdea website isn’t worthy. It is worthy. The conversations that take place on the website give Starbucks a worthwhile look into what customers are interested in. It also gives the company a valuable opportunity to talk directly with customers.
My point was and still is… it’s cheating to match programs/products you already have in the pipeline with the ideas submitted by customers. It’s also cheating to declare you’ve implemented customer ideas when clearly, you haven’t. Starbucks is too smart a company to cheat. (So don’t.)
As a former Starbucks marketer, it irks me to think Starbucks partners are walking around HQ congratulating themselves for being so customer-focused when, in reality, they would have done nearly all of these ideas without the MyStarbucksIdea website.
Daniel Milstein is running an interview he did with me on his blog. He asked questions related to word of mouth marketing and social media. My responses might surprise you. Here’s a snippet…
DANIEL: How has the world of marketing changed since you began? Especially in terms of the social media revolution?
ME: Strategically, marketing hasn’t changed. Marketing will always be about getting the right product and right message to the right customer at the right time in the right way. If a business does that, sales will happen.
Tactically, things have changed because of technology and consumer savviness. Marketers now have more ways to reach customers (social media, mobile, etc.). Because customers have more access to information, they’ve become smarter about making purchase decisions.
I believe really good marketing is, was, and will continue to be about getting the right message to the right person at the right time in the right way(s) to deliver the right results.
I believe passion and a sense of purpose fuel successful marketing messages, whether delivered via a product, a service, an experience, or a presentation. My background includes a decade working deep inside the marketing departments at Starbucks Coffee and Whole Foods Market.
