Frontline Perspectives

I think every marketing person needs this written on a T-shirt to remind them what their customers are really thinking.

In the December 20 edition of Ad Age Magazine, there was an article commenting on the recent ME* Conference: Media Evolved. The article recounts a presentation by Leslie Dance, Kodak’s director and VP of brand marketing and communication. Ms. Dance stated, “In today’s marketing world, it really is all about me — me the consumer, who is demanding more and more personal attention and interactions, messages tuned directly to me.”

Ms. Dance continued with four key factors she felt marketers need to consider when they create any marketing program:

1. Are programs and messages targeted, relevant and personal?
2. Are programs accessible and immediate?
3. Is this a positive experience for the customer or prospect?
4. Is it measurable?

For me, this list didn’t produce any new, profound or earth-shattering ideas. However, it was a clear, simple and succinct reminder of the need to center my initiatives on what matters most to my customers, the way to deliver them in a way the customer finds easy and fast, and the importance of making them feel that we hear all their concerns and have it covered.

To achieve all of that takes some honest evaluation. What in the marketing plan needs to be refined, redesigned or changed completely to serve that all up nice and neatly and improve our “me rating”? And how do we then stay engaged with the collective group of “me’s” who are using our products now, or thinking about our company and what we offer.

The article also provided more insights from the conference that are worth reading and taking to heart as we start new programs for the year. While you’re reading the article…remember, it’s all about me.