Archive for the ‘Brand Experience’ Category

Marketing Case Study: How Logitech Wins a Moment of Truth [VIDEO]

The illustration you above comes from the folks at AgileMarketing.net and their post on Google’s ZMOT eBook. It cleanly highlights three different moments of truth in the customer experience for any brand. These moments occur at the time when a consumer has the most personal and intimant experiences with your product or service. In ZMOT, Google argues that, as a result of the socialization of the web and the explosion of mobile technology, there is a now a forth moment in the mental marketing model.  The Zero Moment of Truth or ‘ZMOT’ as Google has branded it, gives brands the opportunity to win or loose the favor of a customer at the time when shared online content that reflects the attitudes of their peers towards the product or service under exploration is consumed. Because of technology, the consumption of that peer information can now happen at any time, and at any location. Whether or not you believe the additional moment is a legit addition to the mental marketing model (I do indeed), trust me when I say this — winning each moment of truth is absolutely critical to the long term survival of your business. Failure to win may cause your customers to simply move on to the next brand competing for their attention. Marketing Case Study: How Logitech Wins a Moment of Truth nateriggsLike what you just read and want to get my posts delivered to your inbox? SUBSCRIBE HEREMore Posts Follow Me:

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How Spotify Reduces Backlash and Retains Customers for the Long Term

Try as we will, one thing is certain — no business, no matter how wonderful the product or service — will deliver perfectly, all of the time. Things will eventually happen that will breach the trust of customers and potentially their taste for what they are buying. Case Study: How Spotify Reduces Backlash and Retains Customers for the Long Term Earlier this week, I checked-in to my local Urban Active Fitness location to get in a fast and furious workout before hitting the work grind. I’ve written about my usual routine of plugging into old favorites like Green Day, Rage Against the Machine and other motivational bands to help get my blood flowing during workouts. This routine is important to me, and helped to has breed my sincere love affair with the one of the hottest music apps on the market. Except … this time, it didn’t work. Try as I might with resets, power down and a few cuss words, I just couldn’t get the Android app to play my workout tunes. Bummer. And, since I ma an Android user, plugging into my iTunes library was not an alternative option. I went about my lifting and running with somewhat of a sour taste in my mouth, especially since I’m a premium customer of the brand. Milk had been spilled, but with a busy day ahead, I moved on and all but forgot about the incident. A day later, I received the email below in my inbox. Due to the size of the font and my commentary, it’s been broken into a few pieces for this post. Hook Attention by Leading with an Offer This immediately got my attention.  I receive a few emails per month from Spotify, usually suggestion new music or potential friends I might connect with inside their music sharing network. I’ll admit that most of the time, I delete [...]

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Facebook Timeline: Rethinking Community Management in Light of New Features

Welcome back to my series on the recent update of the Facebook Timeline for business pages! If you haven’t already, make sure to read part 1 on how to design and implement your Facebook Page Cover Photo so that you can make a visual brand statement about your business on your Facebook Page. I’ve also started a board on Pinterest to collect examples of Facebook Page Cover Photos that some brands are already using to their advantage. This post is the second in a series intended to help you get up to speed on how your business can use the new Facebook Timeline Update for Pages to your advantage. If you’d like to read the entire series, you can always click on the tag “Facebook Timeline for Pages“. Let’s get started… @nateriggs How To Rethink Community Management with the Facebook Timeline Update for Pages From what I can see around the social web today, there are a lot of Facebook Page admins, community managers and business owners somewhat freaked out by the yesterday’s release of the Facebook Timeline for pages. Fear not my friends — even with what might be the most significant change Facebook has released in the history of the network, the core tenants of using a Facebook Page to talk with fans and customers have remained the same. In fact, I’ll argue that not only have the tasks of community management become easier, we’ve also been given a wonderful new set of capabilities on our Fan Pages. Let’s spend the next few minutes examining the changes and updates in page functionality: Tip 3 – Page Admins Can Now Pin Posts in the Facebook Timeline Page Admins and Facebook Community Managers now have the ability to Pin Posts to the Timeline, making them sticky for up to seven days.  In essence, these remind me of how [...]

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