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.
by mkedave on January 3, 2014
People have needs.
You have answers to those needs.
If you focus on the user need, then your task is easy. Think about the specific thing that people are trying to do. What are they really trying to accomplish? Getting food faster? Replacing an old version?
Your solution should be to give them the easiest and quickest way to accomplish that.
I know. Easier said than done, right? Get design and engineering involved – they’ll know how to help.
by mkedave on January 2, 2014
You probably didn’t sit down to write a long list of big things you wanted to achieve in 2014.
That’s pretty awesome if you did (I’d love to see what that list looks like). But, it’s also admirable if you’re happy to focus on one thing at a time. That’s easier. That’s manageable. And, if you’re goal-oriented, that’s achievable.
As I was just getting back into the swing of things in this new year (because I resolved to write more every day) I found this bit of wisdom from Austin Kleon. A simple and refreshing message: something small, every day
You get it already. Small is easy. Small is doable. Small is that first step towards something that will, inevitably, become even bigger.
So, when you’re thinking about what you want to achieve this year: think smaller.
Forget about the year as a whole. Forget about months and forget about weeks.
Focus on days.
- Austin Kleon
A “day” is a solid unit of measure. Within any given day, you’ll give eight or nine hours of that day to working the “job.” You’ll need to save a little something for yourself. Whatever it is that you might want to achieve, you’ll need to apply the effort. Give yourself the time. (May I suggest just one measly hour?) Give yourself the tools. (May i suggest Evernote to help keep a record of your thinkings?). Give yourself the permission.
I’ve written all this entirely for myself. But, I hope you might also find it inspiring.
We have 364 more chances to do just one small thing, every day.