‘Hyperguides’ for hyper results
Get the perfect mix for your marketing programs
On your next trip to your local coffee shop, stop and listen to the other customers place their orders. After a few minutes of hearing “non-fat, no whip, caramel, upside-down, low foam cappuccino,” you’ll see just how particular customers are when it comes to their beverage selections. Each has a set of customized specifications that result in their own version of a “perfect” drink.
The same holds true with regard to the “right” mix of ingredients for company marketing programs. Every company requires a specific combination of communications, campaigns, and collateral, and it probably won’t be the same for any other. That’s why Launch International has determined that 2005 will be “The Year of Marketccino.”
Finding the right mix of marketing deliverables is of strategic importance to all companies. From visionary programs like thought leadership and customer advocacy through collateral, white papers and demand generation efforts to fill the pipeline, determining the optimal set of activities can be a daunting task to even the most experienced marketer.
One of the corresponding trends we’re seeing for 2005 is continued investment into long-term partnerships. Customers are looking to their technology partners for broader solutions and longer relationships—not just one-off “quick fixes.” The right marketing mix for this market is vastly different than the “leaky pipe” scenarios we saw from 2002 through last year.
The fact is, customers today are much more willing to commit to a vendor or service for the long-haul—but only if you’ve proven yourself a worthy partner. Loyal customers may even overlook the occasional service interruption or product failure when the overall relationship consistently meets their needs and exceeds their expectations.
How does that trend affect your “marketccino”? It means you need to take a new look at the kinds of communication you’re having with your customers. It means you need to proactively provide valuable information and services to help justify past and future purchases. From a marketing perspective, that involves a strong mix of proactive communications and programs.
The goals
of those programs are pretty straightforward: to deepen the relationship
the customer has with your company and to keep them from considering
competitive solutions for future purchases. We aren’t talking about
upselling solutions or services to your existing clients. Rather, customer
advocacy is the formal, ongoing “tender loving care” you give to your
clients. It’s what sets you apart from your competitors—and keeps your
customers more than satisfied.
At Launch International, we’ve created our share of marketccinos for
clients. Here’s a look at some of the elements you should consider when
determining your own unique mix of ingredients:
- A regular customer newsletter can help customers advance their confidence in your solution. Be sure to get beyond simple product upsell messages to include success stories, technology trends, or other news of your success. (For more information, read the customer newsletter story in this issue of ide@s.)
- Thought leadership programs should offer high-level, visionary statements about the market and position your company as a leader and innovator in the space. Thought leadership goes a long way toward making customers feel they’ve invested in the right solution. (For more information, read our thought leadership story in the Q2 2004 issue of ide@s)
- And don’t neglect the internal communications components of a customer-focused marketccino. Arm your sales force, indirect channel, and field support folks to speak knowledgeably about your services and solutions. Some organizations adopt an annual “theme” to unite the troops around a key message. Theme or no theme, field-enablement guides, such as sales kits and messaging guides, help bring all your audiences under one umbrella. And, more important, such tools help them speak the same language when talking to customers.
The marketccino metaphor can help focus your attention on the customer when you’re looking to determine the right combination of marketing deliverables for 2005. Keep in mind the broad range of customer industries, cultures, and capabilities, and you’ll be on your way to pouring your own unique marketccino!
Need help writing your own marketccino recipe? Please contact Launch International at ideas@launchintl.com.
