Comments on: The Attraction Economy http://adamroot.wordpress.com/2008/01/15/the-attraction-economy/ Your Source for a Creative Experience Sun, 19 Oct 2008 05:53:54 +0000 http://wordpress.com/ hourly 1 By: Kevin Lowe http://adamroot.wordpress.com/2008/01/15/the-attraction-economy/#comment-2 Kevin Lowe Fri, 02 May 2008 03:29:56 +0000 http://adamroot.wordpress.com/2008/01/15/the-attraction-economy/#comment-2 Several items here that are cutting edge and should prompt the intelligent business owner to bend an ear. Today's society changes so rapidly that custom, tradition and expectation are truly out the window. The only common denominator that ties together market segments is the human condition. We are all - every human creature on the planet - reaching for hope; reaching for enlightenment; reaching for each other. Connection is the single most powerful concept in marketing. Unfortunately, it's also the hardest thing to achieve. The assault on the senses that is the modern world hardens most buyers to most messages that reach out to them. We've moved away from a market in which price and product are king and into one where experience - connection - is king. This is a place where the only way to do business successfully is to produce real results, forge real relationships and effectively manage those relationships even on a massive scale. In order to create customer loyalty, you MUST create personal loyalty between the customer and the business. A quick example: I recently visited my wife's office. Her secretary is a critical part of her work day, keeping her on track, on task and ready to do business. Beverly is sharp, intelligent and hardworking - but poorly paid, as are most clerical workers. I thought it would be nice to leave Beverly a note from me - without telling my wife - thanking her for taking such good care of my treasure. You could not imagine the response. Beverly now works harder, smarter and happier. She is invested in the firm's success, because she now sees herself as part of a family. And she's right. So how do businesses today take advantage of the human condition, especially in a mass market? TECHNOLOGY. Database driven technologies that can provide every employee critical information about customers; websites that respond to customer choices to customize their appearance and presentation. REAL responses, handwritten to those loyal customers who help improve your company. In Korea, this concept is called "service". It's the idea that by treating a customer well, providing something "extra" and remembering customers by name, they can build loyalty. I can think of at least eight companies I deal with today who could use a lesson in "service." My final advice (after the longest thing I've written in years) is to get an expert. Talk with multimedia consultants who understand the concept of connection, who can tap into the numerous new channels available to you as a business owner and one who can help you create true full-service marketing strategies. Campaigns are for politicians. Business owners need ways to create long term, multi-transaction relationships built on trust and loyalty. Peace. Kevin W. Lowe Media Consultant Evil Genius, Inc. Oklahoma City, OK. Several items here that are cutting edge and should prompt the intelligent business owner to bend an ear. Today’s society changes so rapidly that custom, tradition and expectation are truly out the window. The only common denominator that ties together market segments is the human condition. We are all – every human creature on the planet – reaching for hope; reaching for enlightenment; reaching for each other.

Connection is the single most powerful concept in marketing. Unfortunately, it’s also the hardest thing to achieve. The assault on the senses that is the modern world hardens most buyers to most messages that reach out to them. We’ve moved away from a market in which price and product are king and into one where experience – connection – is king. This is a place where the only way to do business successfully is to produce real results, forge real relationships and effectively manage those relationships even on a massive scale. In order to create customer loyalty, you MUST create personal loyalty between the customer and the business.

A quick example: I recently visited my wife’s office. Her secretary is a critical part of her work day, keeping her on track, on task and ready to do business. Beverly is sharp, intelligent and hardworking – but poorly paid, as are most clerical workers. I thought it would be nice to leave Beverly a note from me – without telling my wife – thanking her for taking such good care of my treasure. You could not imagine the response. Beverly now works harder, smarter and happier. She is invested in the firm’s success, because she now sees herself as part of a family. And she’s right.

So how do businesses today take advantage of the human condition, especially in a mass market? TECHNOLOGY. Database driven technologies that can provide every employee critical information about customers; websites that respond to customer choices to customize their appearance and presentation. REAL responses, handwritten to those loyal customers who help improve your company.

In Korea, this concept is called “service”. It’s the idea that by treating a customer well, providing something “extra” and remembering customers by name, they can build loyalty. I can think of at least eight companies I deal with today who could use a lesson in “service.”

My final advice (after the longest thing I’ve written in years) is to get an expert. Talk with multimedia consultants who understand the concept of connection, who can tap into the numerous new channels available to you as a business owner and one who can help you create true full-service marketing strategies. Campaigns are for politicians. Business owners need ways to create long term, multi-transaction relationships built on trust and loyalty.

Peace.

Kevin W. Lowe
Media Consultant
Evil Genius, Inc. Oklahoma City, OK.

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