by Debra Ellis
You used to value our relationship. When I lived in Atlanta, you sent me flyers before every sale. I loved flipping through the pages to see the treasures you had found for me. Are you mad because I moved? If so, would you please explain why?
I tried to let you know by submitting a change of address at one of your stores. When I didn’t receive your flyers, I filled out a form in the Asheville store. Months went by, but no flyers. I asked one of your sales associates to check on it, but she didn’t have access to the information. She suggested that I add my address to the form again.
I did because I want your flyers. I didn’t like it because [click to continue…]
If you like this post, please share it:
by Debra Ellis
If you had a retail store, would you send people away when they asked for more information about your products? Imagine how it would be: Someone enters the store and asks about the artisans that make your items. You tell her to go 30 miles northeast and she can meet the artist. She leaves, and then returns later that day with a question about the materials. You give her directions to the supplier.
Even though this doesn’t make much sense, it happens every day when online shopping. Including links that provide additional details is a best practice that increases the trust factor. But, when external links open in the same window, it sends your visitors away. If they are motivated to buy, they will return. If they can find you again. Are you willing to take that chance? [click to continue…]
If you like this post, please share it:
by Debra Ellis
This morning Seth Godin posted “Good at talking vs. good at doing” with the implication that the marketing department needs to be in charge of the “product, the service, the interaction.” His premise is accurate. The best marketing is rendered impotent by poor customer experiences. And, with a social media megaphone available at the touch of a keyboard, individual missteps become brand nightmares.
His solution is faulty. Marketing is strategic; delivering quality service is tactical. Placing the marketing department in charge of the “doing” is a recipe for disaster. [click to continue…]
If you like this post, please share it:
by Debra Ellis
An open letter to direct marketers…
There are those who say that direct marketing is dying. It is being replaced with a new “unmarketing” philosophy embraced by consumers and forward thinking companies. There will be no room in the future for the tactics that used to motivate people to respond to corporate messages.
The opposing viewpoint is that social media is a fad that will disappear like pet rocks and the Macarena. This group argues that most of the people tweeting, linking, and nudging are kids with nothing better to do. Before long, we’ll be back to normal.
Which side is right? [click to continue…]
If you like this post, please share it:
by Debra Ellis
Today I exercised my right and responsibility as a US citizen. After careful consideration of each candidate, I voted. It is a tradition that began when I turned eighteen and has continued with every primary and general election. Each opportunity to cast my ballot is special because:
- I don’t have to risk life or limb to choose my leaders
- I have a say (albeit a small one) in the people who will make decisions for my country
- I remember the people who fought and are still fighting to keep our country free
Thank you to everyone who has served or is serving our country. I appreciate your commitment to our freedom.
I will continue to show that appreciation by researching the candidates and voting for the ones most committed to preserving our freedom and values.
If you like this post, please share it:
