Last Sunday was Mother’s Day. I managed to get the card in the mail just in time and she was very happy.
Later it kind of reminded me of how we manage many of our marketing projects. Hmmm, purchase card, write nice note, get postage for first class mail, and deliver to post office at least two days prior, yes! Delivered in time and customer was happy with result.
Actually I love my mom and I also like sending cards so it didn’t feel like work and it wasn’t stressful. And now that I think about it, I probably learned a lot of marketing tactics from dear old mom. Let’s explore this shall we?
Marketing Principle: Persuasion
Tactics employed:
1. Bribery.
“Register today and win a prize.” Sounds like…”Wash up for bed and I’ll read you a story.”
2. Negative consequences.
“If you don’t attend this seminar, you’ll be left behind your competitors.” Sounds like…”If you don’t eat your vegetables, you can’t have dessert.”
3. Positive reinforcement.
“Here’s a free pass to the expo just for you—one of our preferred customers!” Sounds like…”Since you really are my favorite, you can lick the bowl.”
4. Delayed gratification.
“Sending your staff to the convention will increase morale and reenergize your team.” Sounds like…”Separating your darks from your whites will make your clothes last longer and you’ll have more money for pizza and beer.”
Marketing Principle: Financial Incentives
Tactics employed:
1. Partnering on an investment.
“If you pay for half of cost of the bike, I’ll put in the rest.” Sounds like…“Register using this special code and our exhibitor partner will pay for half your conference fee.”
2. Bonus.
“If you clean the bathroom, I’ll give you an extra $5 in allowance.” Sounds like…“Register today and get $100 in bookstore coupons.”
3. Limited time offer.
“Clean your room right now or I will take away your computer for a week.” Sounds like…“Renew your membership by COB to keep your subscription to Awesome Magazine.”
Marketing Principle: Customer Service
Tactics employed:
1. Personalizing messages, products, and response.
“Greg! I mean Mike! I mean Dawn! Get in here and finish the dishes.” Sounds like… “Dear Don, we know you and your pug will enjoy this personalized dog dish.” (Notice—this is an example of not getting your customer’s information correct. My name is Dawn, not Don—as some people like to address me—and I have a Labrador, not a pug. And yes, I believe it’s inherent in all moms that they occasionally go through the roll call of kids in the house until she gets the right one. We’ll let her off for that. However, we will note that giving gifts (developing products) suitable for each child (customer) according to their wants and needs as opposed to what you want them to have is a legitimate concern for companies and should be evaluated at regular intervals.
2. Timing it right and delivering a quality, good product.
“Dinner will be ready in five minutes.” Sounds like…”Your product will be shipped today at no extra cost.”
3. Delivering above our wildest expectations.
I think we know that most moms do this every day. Thanks for all you’ve done Ma, you’re the best!
Just for fun, here’s a great music video. It’s called “Mama Tried.” Don’t forget to call your mom and thank her. Just like you should do for your customers and members! See—there’s a lesson in everything!