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Heineken and 1 Million Hugs

This is priceless. I just love the emotions that are expressed in this video. I do love the Heineken brand and I do like their beer. I think they do a clever job and really do try and embrace new things.

In this video Heineken “reward” their customer (and probably non-customers) for the million likes they got on their FaceBook page. They gave away a million hugs.

Just have a look at the grumpy man. Lets hope people don’t feel like this about your brand.

Now if they would just do it in a pub I was in

How To Leverage The Customer Experience

By Michael Cowen Leave a Comment

The trigger to word of mouth marketing is the customer experience. It is the root of all word of mouth marketing and defines how people feel about you. And what people feel about you defines what they have to say.

This makes the overall customer experience pretty important. You can not leave it to chance. It is the one thing that you can control when it comes to today’s marketing and word of mouth.

But What Is The Customer Experience

When we sit back and remember things, we sit back and remember how we felt. We do not think about the logic of the conversation or the experience. Yet its is easy to sit and write this. How do we make our customers love us?

How do you create a customer experience that really engages our customer and blows their socks off?

A Broader Customer Experience Definition

To generalise about the customer experience is too broad. There are many parts to it and is as complex as the people you are dealing with. Well, to try and add some for of clarity I have broken down the customer experience into 4 elements that you can control: [Read more...]

3 Steps To Getting Your Customers To Tattoo Your Brand To Their Body

By Michael Cowen 4 Comments

As a form of word of mouth marketing it does not get better. Your customer’s physically tattooing their bodies with your logo.

Yet how do you get the employees to feel this passion? How excited do the staff get and how do you go about bringing them into this movement that you want your brand to stand for?

There is no doubt that this is a huge job. And it goes way beyond the marketing director and any word of mouth marketing strategy. It is as much an organisational development process as it is a brand and marketing process.

The 3 Step To Creating A Tattoo Brand

Having given this a lot of thought and research over the years I think you can break it down into three things.

1. High Product and Service Differentiation.

To many products are “me to” products that lack any form of differentiation whatsoever. Your product and / or service needs to be mind blowing, to blow the socks of your customers. If you look at the tattoo brands they do this. Think of Apple and Harley Davidson. They stand out from the crowd based on how good they are. They stand on their own and word of mouth marketing is a natural outcome.

[Read more...]

The Most Expensive Mistake Marketers Make

By Michael Cowen 2 Comments

Word of mouth marketing has always been recognised as the most powerful form of marketing. It has the power to do amazing things and is the platform most business grew out of. It is still these businesses greatest resource.

Yet, ironically, it the one marketing strategy that many marketers do not try to implement. This is the most costly marketing mistake in todays marketing world, given that it is so important.

Word of Mouth is Your Most Profitable Strategy.

Word of mouth marketing will make you more money than any other marketing approach, strategy or tactic. Here are just some of your key benefits: [Read more...]

Why Marketing Is Not What You Say But What You Do

By Michael Cowen 1 Comment

Marketing has always been about what you say. The marketer has sat down and come up with the big idea, created the communication campaign and let rip with a big budget. And then sat and prayed.

The marketing hope has always been that awareness turns to sales and profits sky rocket.

Not so today. The customer does not care about your ad, your big idea or even about what you have to say. They now go to a credible source of information. They ask their friends, colleagues, and even strangers.

They go online and look at other people’s reviews; they track conversations about risky products and see where the biggest problems are.

Today’s customers are informed, opinionated people that talk. You can no longer see them as some dumb target profile that listens blindly to what you have to say. This is why word of mouth marketing is so powerful.

How Do You Stimulate Conversation

Word of Mouth Marketing comes down to what you do. It’s about the feelings that you create in a person’s life and how happy, special, loved, excited, or stimulated you made them feel.

[Read more...]

Heineken and 1 Million Hugs