I was just speaking with a very savvy VP of Marketing (Gregg Mazzola) for one of the more innovative higher education institutions I’ve come across (SNHU). He shared a poignant observation which, now, I want to share with you.
Of all of their marketing efforts:
- College Fair
- On campus
The one thing that has the most impact is a handwritten note. He acknowledges that all of the different media are important in their own right. But it’s worth remembering that we are humans after all. We respond to the personal touch.
“Sometimes, people will loudly ask for something…but when you give it to them, they don’t value it at all. Knowing how to listen to what your customers claim you want vs. what they REALLY WANT is one of the key distinctions between successful companies and failures.” – Ramit Sethi
Read Ramit’s full blog post here.
Below is a great talk about how to approach storytelling in today’s landscape of social media, short attention spans, and the “control” we have over our time.
One side point the talk makes is resonating with me today. Gary talks about the problem with great marketing ideas is that marketers WRECK them by doing them over and over. He talked about his first email campaigns and his open ratio compared to today. He gave the example of places like Groupon and how they kill you with a ceaseless list of offers that you just don’t care about. The point is: By sending you so much that’s irrelevant to you, marketers wreck the opportunity for when something IS relevant.
I’m living proof of the Groupon story right now.
I signed up for my first Groupon deal a few weeks ago and I get an email from Groupon (feels like daily, but it’s probably not that frequent). And I’m ANNOYED every time. And yet, I’m too lazy to go through minor-pain-in-the-assery of unsubscribing. Sometimes these unsubscribes are easy. Sometimes they are clunky and convoluted and just make me madder. For that reason, I tend to hit delete on things like this until I reach a tipping point where I’m willing to sally forth into the unknown land of how they’ve set up their unsubscribe.
In terms of Groupon, no more excuses, I’ll unsubscribe now. Will I use a Groupon deal again? Maybe. But only if a relevant deal is pointed out to me by a friend or a trusted source as was true in this case. However, they’ve left a bad taste in my mouth, so no promises.