Fans Have Gravity: Why Customer Acquisition Isn’t Your Best Marketing Bet

by guest 21 Oct 2014 Blog Post, Featured

fans have gravity: why brands should invest in customer loyalty

This post was written by Mack Collier. Mack was recently featured in our eBook: Love Over Buzz: How to Create a Customer Advocacy Program. Get your copy here.

Marketers are obsessed with size, especially size of market, and they often spend billions of dollars chasing the biggest market of all: new customers.

And yet, rock stars follow a completely different marketing path. Instead of marketing to new customers, they go out of their way to create experiences and engagement with their biggest fans. Lady Gaga created LittleMonsters.com to cater specifically to her most hardcore fans. Taylor Swift has T-Parties just for a handful of her biggest fans at each concert. Amanda Palmer does secret shows where she usually gives away tickets to her biggest fans, even to the point of excluding ‘new customers’ from the selection process. (more…)

Stop boring your customers’ playful, hungry minds

by Jan Zlotnick 17 Oct 2014 Customer Experience

CXpressoShotVol8

 

#8No time for anything but a stock image or the same old words for your presentation? Try re-imagining the look of the text or image. Engage your customer to put it together, rather than tune out another been-there-done-that experience. Tell your story differently, unexpectedly, like these NYC street signs I was intrigued enough by to stop and play, in spite of being in a hurry. Or the different visual take on a swimmer at rest.  Here’s the thing: Our brains are constantly scanning the environment, looking for anything that is dangerous. This also means that the unconscious mind is looking for anything new or novel. We not only respond to the unexpected customer experience, we crave it. And we love the brand that offers it to us.

 

 

 

Source: The Journal of Neuroscience

CXpresso Shot ™ is your pick-me-up on the art and science of improving your brand’s Customer Xperiences.

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Jan-Zlotnick-CMO-SprinklrAbout the author: Jan Zlotnick is Chief Xperience Officer at Sprinklr, the most complete social platform for brands to engage the voice of the customer across every touchpoint. Sprinklr is headquartered in New York, with offices in Austin, San Francisco, London, Paris, Hamburg, Bangalore and Delhi. As CXO, and formerly as a CMO, creative director and brand strategist, Jan has guided branding in categories from financial and automotive, to healthcare, luxury, travel and social media technology. Jan lives in West Caldwell, NJ, and you will usually find him with either his wife and two sons or other friends and colleagues seeking great experiences.

Social Media Round-up: October 17, 2014

by Matthew Goral 17 Oct 2014 Blog Post

Social Media Round-up

Here’s your Social Media Round-up for the week of October 17, 2014. (more…)

How to Become the Most Recommended Brand

by guest 13 Oct 2014 Blog Post

most recommended brand

This post was written by Paul M. Rand, the President and CEO of Zocalo Group. Paul was recently featured in our Elements of Social Selling whitepaper. Download your copy here.

What would you say if I told you that there was one marketing approach that would drive sales more than anything else in your mix?

Accordingly to Nielsen and a host of corroborating sources, 92% of consumers report that a recommendation from a friend or someone they trust is the number-one influence on whether they buy a product or service. This is far higher than any form of advertising, PR, direct mail or even search activity.  (more…)

Social Media Round-up: October 10, 2014

by Matthew Goral 10 Oct 2014 Blog Post

Social Media Round-up

Here is your social media round-up for the week of October 10th, 2014. (more…)