Category Archives: marketing
I learned the interesting story of the creation of Disney’s Fast Pass while speaking with a customer service rep. for AT&T, of all things. He was an intern at Disney at the time. An engaging fellow, he proceeded to tell me that the Fast Pass came about because of a fire code.
The Indiana Jones ride in CA had a queue about a mile long. One day there was a fire drill and it took about 25 minutes to get the people out. That was not acceptable and the firefighters told Disney that they needed to shorten response times. When they asked “how?” a firefighter said “how about tickets that save people’s place in line?” And the rest is history.
Disney thought about monetizing Fast Pass but later decided the system was acceptable the way it was. A firefighter. An AT&T customer service rep. Creativity can be anywhere!
By the way, Disney gave credit to the firefighter. And the rep? He wrote the Backlot Tour script and is still credited on the script. That is the sign of a great company that recognizes creativity.
Michael Brenner recently posted The State of the Union in B2B Marketing that there has been a fundamental shift in B2B marketing. I agree that the old way of doing things (cold calls, email spam, short term thinking) are no longer relevant in gaining customers. Some companies are marketing the same way they did a decade ago, which is alarming.
The landscape has changed and customers are now finding products and solutions on their own, online and through word of mouth recommendations from their peers. Companies need to examine the buying process for their prospects and be sure that they offer relevant, helpful information along the way that will lead the future customer to them.
The roles have reversed with buyer and seller and some old school companies will diminish unless they make a change. The internet has created an intimate community in which people worldwide can converse and exchange ideas and information. Companies that are not taking part in this community will simply not be around in the next decade.
Always remember to say thank you. After Christmas, I had my daughter create a picture and I scanned it and made a thank you card with a picture of the girls as well as the crayon drawing. The family loved it and commented about it.
A few years ago I was working for an online ecommerce company and was struggling with getting some graphics created. A colleague stepped in to help me out and he created the graphic. I sent him a Hallmark ecard as a thank you. He later told me that no one had ever thanked him like that and he was so happy. I had thought about not sending one – thinking it might seem hokey to him, but after hearing that I was glad that I did.
In business, you can simply verbally thank an employee for a job well done, send an ecard to a vendor or partner or run a campaign and thank your customers. It is a simple thing that you can do for a cheap price and believe it or not, makes a world of difference!