The Weekly Jolt! 09.25.2013
Lots of news.
Starting next week, The Jolt! (this post) will be delivered in the afternoon, when mass quantities of Big Data suggest you are more likely to have time to peruse it.
Second I will no longer be writing a Saturday post on a weekly basis – though I reserve the right to write… or as Andrea delicately puts it, muse.
So here we go for the week.
Why do we take 11 people to a pitch?
If you’ve ever wondered, this hard-hitting interview with Peter Coughter will delight you.
80% of all clients say that they can’t tell the difference between agencies.
Peter says – quite forcefully and with little varnish – that agencies need to spend as much time finding creative ways to sell the work as they do creating the work. For him, it’s all about winning in the room by creating an emotional connection that goes beyond the RFP specs, and beyond the conventional. He is pretty hysterical on how we all end up with 11 people on the team who the client “needs to see” for one reason or another. His take on that?
I only want great presenters in the room.
I love this guy!
Ever wish you could get a little more insight into the client so that the script was more on target?
7 Ways To Get Content ideas From The Client will take you to that promised land. This is a really smart approach to using what’s in front of you to get the insights you need. Here is the list:
Sales – to get insight into customer pain points, talk to the people who know them best, the Field.
FAQ – get a list of the most common customer inquiries from customer service.
Identify – the most unusual inquiries – this meshes perfectly with the idea of focusing on the outliers.
Social Mentions – find out what people are saying online. These are the people who buy and use the products.
Reviews – talk about make or break. Whether it’s a product or a service, what is well-regarded and what gets two thumbs down?’
Testimonials – if your client doesn’t have access to them, find out who does. Great for building personas.
Support Calls – this one never occurred to me – and of course you know that “all calls are recorded for training purposes.” So do some listening and learn or as the author suggests, interview the support teams.
Your clients sales people are probably the best source of content ideas you can get.
The Big AHA
Looking for the next big idea?
Here’s 54 of them from Fast Company, one more fabulous than the next.
Just a wonderful collection of problems, solutions and ideas in the following categories:
- 2-D Design
- Special Good
- & Student Design
Truly innovative design reaches beyond aesthetics to encompass science, intuition, and emotion. It often asks us to stretch our imagination, to re-imagine what design means and can do.
Do you know what the myths are about Big Data?
No. 1 Myth: “Big Data” Has a Universally Accepted, Clear Definition The author says no which is consistent with my own experience
No. 2 Myth: Big Data Is New. The author says no. As in so many other aspects of our lives, technology just keeps raising the bar.
No. 3 Myth: “Big Data” Means “Big Marketing”. No again. Effectively using Big Data demands transforming it into useful insights – something committees are not particularly good at.
No. 4 Myth: Bigger Data Is Better. No again. Having the right data that is relevant to you business is better as is having people who can work with it.
No. 5 Myth: “Big Data” Will Dictate Your Marketing Approach. Maybe someday but not yet – nor is that necessarily a desirable outcome.
There is magic in the connection between consumers and brands, and data enables and speeds those connections but does not define them.
Ever wonder what little companies do for fun?
Here is a really sweet piece. If you are a Ferrari or F1 aficionado you’ll love it. But that is lagniappe.
What this story is about is a niche. It is about enthusiasts.
Seen from that perspective, It is a compelling demonstration of how a small company can connect with their customers. The post is from Griot’s Garage, purveyors of high class soaps, waxes and sprays for your ride.
It is written first person and evokes both boyhood passion for things that go vroom and the respect this kind of culture has for history. In other words it is authentic. As an added bonus, it newsjacks the upcoming Formula One movie Rush. Best of all it is on brand.
At Griot’s Garage we love anything that rolls on rubber. We also recognize the importance of preserving (and driving!) vehicles of all types. It’s the best way for us to honor and protect our shared automotive heritage.
That’s it for this week. Remember to bookmark ck Curates so you can drop by any time that you’re stuck in an airport, a boring meeting or a strange hotel room. It’s there for you 24/7/365.
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