To idig Social Marketing http://idigmarketing.com owner Jeffery McBain and talented staff, I hereby announce publicly that I'm stealing/borrowing/using/employing your term "Social Marketing". The words "Social Media" together are forever banished from leaving my vocal chords in regards to business usage - however I can't promise that they won't leave my fingertips and keyboard.
Now that that has thusly been declared, I'm moving on to a classic example of "Un" Social Marketing. First - the background. I'm sitting in my favorite coffee shop, where I have happily contributed to their bottom line and their top line for that matter, for the last 10 years, enjoying a cup of one of the last legal addictive stimulants allowed on planet earth. This coffee shop much like "your" coffee shop, I'm sure, has the "best seats" in the house. In our case, this century old building, has three large bay windows with the paddiest of padded bench seats and the most comfy high backed chairs that would easily sit 5-6 people. If you were lucky enough to get one of those tables - you just knew it was going to be a great day. Sort of like getting the perfect parking space in downtown Toronto or NYC or LA - forget about it!
Sounds great doesn't it? A retail outlet that is usually packed? Steady regulars? Spending money? Bringing their friends, family, business associates? Indeed! Us "regulars" have been nodding to each other, sharing tables, recruiting other regulars and watching each other's "stuff" during...breaks...since the shop opened. We were all so pleased when we received a survey asking for our opinion on upcoming renovations. We felt important! The company had recognized the fact that we'd each spent a small "Benz" worth of money in their establishment over the years and they wanted our opinion!
When the shop closed for five days for renovations, you saw "us" peeking through the window (they eventually put up newsprint) and pacing nervously around the street. On opening day, "we" were there - laptops ready, loyalty coffee cards in hand - loaded up and ready to be swiped. We rushed in with anticipation, only to stop in our tracks inside the door like dominos ready to topple.
What is this? WHAT is this? WHAT IS THIS?!?!?!!!?!? Our comfy high backed chairs had been replaced with small doll house size chairs. Our great bay window seats had been replaced with stools (with no back) so high, the top of your knees hit the bottom of the table. And if you tried to type, you looked like you were doing an imitation of the hunch back of Notre Dame! Never mind trying to stand up after that most unpleasant position for an hour!
Whispers have turned into loud complaints that the Mothership is trying to "un" socialize us! Make us so "un" comfortable that we stay for only an hour (rather than three or four). Some of us have threatened to leave and spend our disposable income somewhere else - or maybe give up expensive coffee and save for a Benz!
The take away is, it's easier to keep a customer than get a customer. And if you're not offering your customer what they want - they'll find another business that will. Good Social Marketing is about listening to your customer's needs, establishing a realistic implementation plan and interactively communicate with your customer. Offering a plan that is measurable, with accountability and contingencies built in, is a must and is the mark of a professional Social Marketer.
Thank you for your continued support.
Tyler Smith
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