by mkedave on January 6, 2015
I believe in the power of choice. I even have a client running a campaign around that very notion with a new product that gives its customer’s more than 400 color and configuration packages to choose from. This has never been done before and the industry has long been ripe for this innovation.
Choice is such wonderful thing. Black or white. This or that. More or less. Or these days, especially when it comes to power output… more and… even more.
Fundamentally, life needs the element of choice. We need to be able to choose to express ourselves. We need a choice to fend off the competition. And, we need to choose to accept or deny the forces that influence this entire process.
We crave personalization, but does this directly relate to the option of choosing?
I wonder: Is “too much” a paralyzing factor?
Do too many choices lead to degraded customer experiences? An unfinished user profile or abandoned shopping cart? Or, worst of all… a protracted purchase decision that unintentionally created more problems than solutions?
Just because you can customize or personalize a product, doesn’t mean that it needs to be. It’s hard to fully capture the bigger idea of “choice” when it appears as though all you’re offering are variations on assembly and aesthetics.
Here’s a great older article that uncovers how the brain makes decisions. Our meaty and complex neural structures do so much factoring and filtering of so much information that any decision, no matter how simple, is likely based on such a massive number of inputs that it’s ridiculous to think that a single aspect of marketing is solely responsible for swaying decision.
Ultimately, choice is still a powerful idea. But, to be able to build trust and establish customer confidence in the brand who is responsible for offering that choice… that’s an easy decision for any marketer.
by mkedave on September 3, 2014
I don’t speak baby.
It’s only been a week and a half, but there’s plenty of squawks and yelps that burst from Noble’s little mouth that I just can’t understand. Hungry? Gassy? Fussy? It’s just as likely that his mother can solve whatever problem he’s having better than I can.
But, maybe this will help: The Sproutling Baby Monitor.
Of course, wearable technology should be able generate the data that will ultimately do the talking for those who can’t talk. Which is perfect, because that’s just more information for us to interpret. Or, as new parenthood goes, misinterpret.
by mkedave on May 6, 2014
A loyalty program says nothing about true brand loyalty.
It’s only indicative of a repetitive behavior based upon minimum levels of satisfaction combined with cut-rate offers.
Let’s use grocery shopping for example. Did you know that neither Whole Foods and Trader Joe’s have loyalty programs? Now, let’s assume that they’re succeeding at attracting customers through superior product quality and/or unique products that people want to buy.
It’s also fair to assume that loyalty programs, in general, only work well with industries where Company A can’t differentiate itself from its competitors and its customers are either 1) lazy or 2) lack the price awareness to shop elsewhere.
Company B doesn’t need a loyalty program because it’s adequately marketing itself to the conscious and price-aware consumer who feels just fine making a purchase from Company B because they’ve easily found their item and they were treated well throughout the purchase process.
We probably shouldn’t let loyalty programs pre-decide our shopping behaviors. Instead, brands should be earning our loyalty by doing a great job of getting us what we need, when we need it, at a price we can’t pass up. Oh, and rewarding us when we really deserve it.
by mkedave on January 20, 2014
The media just wants the simplified sound bite.
So, Richard Sherman wears Beats.