Archives For General Marketing

Want to Improve Conversion Rates on Landing Pages? Lower the Points of Friction  Friction-Definition-Image

We encounter friction every day.  It can be beneficial or create problems.  I’m grateful for the frictional force when driving and I want to stop. Alternatively, friction causes engine wear and lead to decreased performance or shortened life of your car engine.

Your landing pages exert friction on your visitors and prevents pages from converting at a higher rate. The more points of friction on your landing page, the lower the Continue Reading…

Dunkin Donuts Has Learned How to Increase Response Rate to Surveys, Have You?

They are not good for you: They increase your cholesterol and add weight to your mid-section that most of us are trying to avoid, but we still love them.  What is even better is when you have a source of free donuts.  My source of free donuts – Dunkin Donuts.  Yes, they keep me in my supply of free donuts.  It is not just me, but Customer survey most that shop at a Dunkin Donuts store can benefit from free donuts.  Next time you are in a Dunkin Donuts store take a look at your receipt.  At the bottom is a web address you can visit, fill out a survey and receive a special code that entitles you to a free doughnut on your next visit.

I don’t always complete the survey, but at least once per month, when I have that sweet tooth craving and feel I need a sugar boost in the morning to get me going I’ll complete the survey.  On the rare occasion I have a bad experience or if I have exceptional service I provide immediate feedback to Dunkin Donuts.

What Dunkin Donuts has done right is they provide an incentive for customers to provide feedback whether negative or positive.  The feedback is channeled back to the franchise owner so they can take corrective actions and complete the loop and improve customer service and the performance of the store.

The customer realizes an immediate benefit…a free doughnut.  The cost per completed survey Continue Reading…

The inventor was hunched over his notebook writing furiously.  The light bulb above, emanating a dull yellow flickering light causing eerie shadows to dance across the floors and walls. The inventor’s normally coiffed, jet black hair stood straight on end as if exposed to static electricity.  With his instruments and tools scattered about and the lab bench Nikola_Tesla_Lightning crammed with his on-going experiments, an observer would conjure up an image of Dr. Frankenstein’s lab, minus the body parts.

The inventor knew he was on the verge of another major breakthrough and was not concerned with anyone or anything outside his current calculations.  He was aware that most in the media described him in polite terms as being on the fringe, while most disparaged him as nut-case.  He did not care, it was just white noise.  He was consumed with his scientific advances and technological breakthroughs.  He had already been proven right with his battle with Thomas Edison over Continue Reading…

“Hence, although I had now two characters as well as two appearances, one was wholly evil, and the other was still old Henry Jeckyll, that incongruous compound whose reformation and improvement I had already learned to despair.” Dr-Jeckyll-Mr-Hyde1

Recently I just finished re-reading the classic by Robert Louis Stevenson, The Strange Case of Dr Jeklyll and Mr Hyde.  The above passage is from the book.  We are all familiar with story: Dr Jekyll, a brilliant scientist and member of the elite English society creates a potion to alter his personality.  He transforms from the congenial, nondescript, English gentleman to a self-centered, vile human being whose only focus is his own gratification.

In marketing we often see both:  Marketing that is bland, boring, nothing controversial or memorable.  Every time you turn on the television you view “just another commercial.” Five minutes after viewing the ads you can’t recall a single one.

Then there is the opposite extreme.  Marketing and advertising that is a blatant exaggeration of what the product or service will deliver. I refer to both of these as the Dr. Jecklyll and Mr Hyde approach to marketing.  The bland, boring nondescript marketing verses the opposite end of the spectrum – marketing that sets unrealistic expectations of what the product or service can or will do.

Dr. Jekyll Takeaways

Destroy the bland, boring, “me too”  reasons for why clients should choose your product or services.  Having a “who cares” reason for why a customer should choose you does not resonate.  Why would I choose a service from a family owned business.  Do I really care if your  Continue Reading…

When we think of the father of electricity we all think of Thomas Edison, one of the greatest inventors in the history of the United States.  Thomas Edison Business success holds over 1,000 patents and developed the first system for distributing electricity to a large area.  He was the first to power street lights in NY city.  At the time he was using direct current (DC) electricity to accomplish this feat and believed strongly this was the only way and right way to deliver electricity.

But he slipped up and let a great inventor/apprentice and his idea get away.  Nikola Tesla, was a young, up and coming inventor working for Thomas Edison as an apprentice. He was employed by Thomas Edison to work on Edison’s DC platform.  A major hurdle with DC electricity was its inefficiencies.  To deliver electricity via direct current more than a mile required building power plants approximately every mile.

Nikola Tesla, recognizing its shortcoming, developed a generator that generated alternating current (AC) electricity city, a much more  efficient way for distributing electricity over longer distances.  However Thomas Edison, would have none of it,  He believed AC to be too Continue Reading…