By Lindsey Campbell, Captains of Industry
Hey Captains’ Readers,
Here’s your Monday Deal:
1. Hey Obama, I need a freakin’ job!
To get President Obama’s attention as he makes his way through the country on his “Main Street economic tour,” the citizens of Buffalo, New York didn’t write harshly worded letters or picket in a rally, instead they took out a billboard. The 12 x 20 ft note reads, “Dear Mr. President, I need a freakin’ job. Period. Sincerely, INAFJ.org.” If that doesn’t get their point across, I’m not sure what will.
According to CBS News, the billboard was created and funded by the INAFJ (I Need A Freakin’ Job) Project, which was organized by Jeff Baker, a businessman who lost his job 15 months ago. Along with the billboard, INAFJ created a web video that expresses how important it is for U.S. citizens to voice their opinions and concerns to the leaders of this country. They emphasize how social networking and advanced technology (like web videos) can give a voice to the people. And now that citizens have the capabilities to tell policy makers exactly what they need, the next step it actually doing it.
2. Setting the mood
When it comes to setting a scene, music is key. What would it be like to eat pasta fagioli in a great Italian restaurant without Andrea Bocelli crooning in the background? Or to spend time in Starbucks without hearing the soothing, yet uplifting compilation of Willie Nelson, Elvis Presley and Corinne Bailey Rae? It would be just plain weird, that’s what. As a species that thrives on emotional connection, we need ambiance to make our experiences richer. The sound of nothingness can be deafening, and the wrong kind of music can put your customers in a bad mood.
For example, as Paul Williams of MarketingProfs waited 6 minutes on hold for his customer service rep to return from attending to a “high frequency of calls,” he had to listen to the same 30-second “low-quality classical music” ditty 12 times. Not only did it annoy him, but it made him realize how much of his life he was wasting by sitting on the phone. And rather than retuning to a half-sane customer, the rep probably had to deal with an irritable man on his last nerve. So before you dismiss the importance of a soundtrack, take a minute to consider what kind of music you think represents your company. Are you more of a classic rock type-business or do you have more of a 90’s throwback vibe? Either way, you want to be in control of what type of experience your customers are having when they walk through your door. Whether they know it or not, they’ll carry that feeling with them forever. So choose wisely.
3. Keeping New Business Monogamous
When it comes to recruiting new business, is it wise to spend your budget on strangers that may have never heard of you before (and might not call you back after you give it up), or should you shower your true fans with the love and attention that they want and deserve? Seth Godin explains in his latest blog post that your true fans are worth 10,000 times as much as any stranger. While it may be tempting to schmooze every hot, young thing in town, treating your existing customers right could actually bring you more business in the long run. How? Well, for every stranger you try and recruit, you could spend at least 200 times more to get them to listen to you than you would to dazzle your true fans. By simply creating something to keep your diehards engaged with your company and your products, you’re showing them how much you appreciate them, thus keeping them hooked for the long run. And the best part? They’ll tell their friends. After all, people are more likely to listen to their friends than they are a cleverly penned headline in a flashy print ad. In the words of Ms. Divalicious herself, “If you like it then you shoulda put a ring on it.” No one says it better than Beyonce. Wha-oh-oh-oh-oh-ooh-oh-oh-oh-oh-oh.
Until tomorrow,
Captain Lindsey
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