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Marketing Mondays - Let's experiment! (10th ed., 2010)

3/29/2010

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Hello everyone,

Just over a week ago, I ventured back to the UK for a visit. 

Since I’ve been staying in Israel for the past few months, I forgot how wonderful the world of air travel can be – I am trying to use my sarcasm here.

To make a long story short, I got delayed and missed the connection I was supposed to have in Istanbul.  All of this was due to the original flight being delayed and poor communication from our airline - Turkish Airlines.

As an avid traveller, I have to say the service was appalling – from the staff in Tel Aviv to the airline stewardess to the ground crew – I can’t say a positive word about any of them.  They not only made us feel like we were overreacting before we boarded our flight but they also deceived us by telling us they were going to hold our connecting plane for us but didn’t.  To top it all off, when we were told that we wouldn’t be flying to London that night, we ended up having to wait three hours to get transported to a hotel.  It was a very unnerving and disappointing experience.  As I’m sure you can imagine, I won’t be flying with this airline anytime soon.

For a full account of my adventure, I urge you to go to my new travel blog, Travelling Starfish, and read about the journey.

As I sat in the Istanbul airport the next day, waiting to finally board our flight to London, a light bulb sparked.  I thought to myself – “What a good example of a bad customer service experience” and I thought, “This airline better watch out as the world is a much smaller place now than it used to be.” 

Before customers could only talk of their negative experiences through traditional word of mouth, but now people can post their experiences on a host of websites, chat rooms and social networking sites. 

So, what is this experiment I’m talking about? 

The experiment is to see how quickly I can spread the word.  Not to lower business to Turkish Airlines but to elicit a response and possibly make a company like this realize every negative customer service experience has the potential to impact their future – from a customer and revenue perspective – like never before.

The experiment begins with me writing about it...here, on my travel blog, on Facebook, on travel sites.  Over the next 2 weeks, I’ll be using various social networking tools to spread the word of what happened to me and my concerns from a customer service perspective.

I’m hoping that the power of social networking will stimulate some reaction that I can share. 

I’ll be posting updates on my tracked progress on the blog so stay tuned, pass it on & comment away,

Have a great marketing week,

Miriam Berger

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Welcome to Marketing Mondays!!

11/30/2009

4 Comments

 
Since this is the inaugural edition of my blog, I’d like to thank you for taking the time out of your Monday morning to read this weekly blog.  I hope you have a cup of something ready in hand – a cuppa (i.e. tea), white coffee or maybe a chocolat chaud for the more exotic. 

Those of you, who have worked with me before, know that I’m passionate about what I do and marketing in general.  Now that I’m trying the freelance thing, I thought I would put my years of marketing experience, education and most of all passion, to use.  I’m teaming all that with some interesting facts I’ve gotten from here, there and everywhere, then jotting down some thoughts and trying to see what you all have to say about it.


So...to kick off this weekly blog, I’ve decided to focus on the medium I’m using right now...marketing through social media channels.  Don’t yawn...keep reading...trust me!

Writing a blog, driving traffic to it and even developing a website would have never been something I’d consider a few years ago and that, in itself, amazes me.  After working in the corporate world for nearly 10 years (can’t believe it has been that long!), I actually didn’t think too much of social media other than it was a good way to stay in touch with friends.  What would I do without my clever daily fb update or snooping on what my old best friend from high school has done this past weekend?  (Hey - you know you do it too!)

 But I now realise the impact social media has on the marketing world as a whole...it will never be the same.  It all comes down to the fact that everyone is doing what I’m doing and everyone is going online.

As of September 2009, one in four people globally use the internet (3 out of 4 in North America)[1] –isn’t that amazing...especially when you think of the fact that most of the world is hardly developed??   People used to go to the park or parent/teacher meetings to instil a sense of community; now they go online.  It may be a sad state of affairs but it is true. 

For serious marketers, this makes it an important, if not the most important, marketing medium we have today.  What makes social media marketing even better is the fact that, as marketers, we have the ability to test various messages – ask real questions and get real answers.

I’m a research gal and I love to get in the minds of the customer – I can’t think of any other way to do this as fast, cost effective and engaging as through social media.  As soon as I decided to develop a site of my own, I realised the importance of getting it known considering all the clutter on the web.  I now understand why optimizing your search, networking through social networking sites and blogging are essential tools for the marketers toolkit.

It’s incredible because a couple of years ago i had no idea how important this was to the future of marketing.  Maybe it was me having my corporate goggles on or maybe just a lack of understanding on how quickly this would all move.  I’m sure there are marketers out there now who still don’t realize the impact this has on our profession.

Well for me I know that now, whether I’m freelancing or working for someone else, this will be a key focus for any marketing activity I do. 

All of us marketers need to focus energy on understanding how social media fits into our marketing lives – whether it’s your own business, your corporate role or anything else.

Like Teddy Roosevelt said, “if you build it, they will come”.  I truly believe social media now gives us marketers the ability to build a business, a brand, a strategy, in a real and exciting way!  Once we build it and drive traffic to it (through social networking sites) those customers (whether existing or new) will come. 

So...what do you think???  I know its Monday but have your coffee and tell me your thoughts...
[1] http://www.internetworldstats.com/stats.htm, Nielsen Online, September 2009.

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