Home' micenet eMag : micenet December 2018 Contents U
nfortunately, the marketing
basics are regularly ignored or
forgotten. As you know, the
purpose of marketing is quite
simple. Whatever marketing activity you
undertake it should contribute to doing one
or all of the following – nothing else:
• Acquire a new customer
• Get existing customers to spend more
with you more often
• Get customers to continue to spend
with you for as long as possible
So, if you found yourself distracted this
past year, chasing bright shiny digital objects,
or trying to deliver against buzzwords like
engagement, thought leadership, content
marketing, or worshipping vanity metrics on
social media, rethink the role of your
Ask yourself, were your messages
designed to acquire a new customer? Were
they designed to retain a current customer?
Did they encourage your customers to spend
more with you, more often for longer?
This doesn’t mean every marketing
message has to ask for an order. But your
messages must remind your customers and
prospects why they should do business with
you, so when they are ready to buy, you are
the first they consider.
Average lifetime-value is key
The way you decide what you communicate,
and how often, is to determine the average
Malcolm Auld says it’s that time of year again when it’s
time to metaphorically sit on Santa’s lap and reflect on your
marketing in the last 12 months.
WERE YOU A
lifetime-value of a customer. When you know what you can invest in acquiring a customer and
then keeping that customer for the life of their business with you, it’s easier to determine what
you invest in marketing communications.
This brings us to right now – the period between reflection and projection. What are you
doing for customers and prospects this festive season? Are you holding a party? Are you
sending gifts? If you are simply sending a seasonal message, make it personal, at least to your
most valuable customers. If you cannot greet your customers face-to-face, the most powerful
message is a handwritten one (accompanied by a gift).
A couple of marketers I know get their staff to write personal gift cards to their customers that
include a reference to something from the past year. One marketer calls them her “WOW” cards
because when customers read them they exclaim “WOW”. They are very powerful messages
that help to retain customers for longer. If you decide to send a digital message of some sort,
send a personal one to as many customers as you can, rather than relying on bulk messages.
One reason your bulk message may fail is for those who use Gmail, the message will be filtered
into the promotion folder and may possibly never be seen.
Just three things
Looking nto the new year, don’t try to do too much. Pick three things you know you could do
differently. Focus on doing these things really well. For example, if you only send one version of
a newsletter or announcement via email, commit to sending follow-up messages to those who
don’t open the first one, and also to those who do open the initial message.
Remind non-openers they may have missed the original message. Thank those who did open
it and encourage a response if that’s what you are looking for. Do what you would do if the message
only went to one customer who you know personally. After all, email is a personal channel.
Most businesses use social media poorly. Plan the content strategy for each of your social
channels. Each channel shouldn’t just contain the same content. What is the purpose of each
channel? For example, is Facebook to display your culture? Or is it to focus on clients? Is
Twitter just for news and announcements? Is LinkedIn where you post articles or videos and
encourage discussion among the group? Focus is the element missing from social channels, so
if you plan your content strategy for each channel, you’ll be well-ahead of most competitors.
And remember to have fun. Make your work interesting, otherwise why do it?
Ho merry ho and best wishes for the festive season. m
Check out Malcolm’s marketing blog at www.themalcolmauldblog.com.
42 | micenet
MARKETING | MALCOLM AULD
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23/11/2018 2:11:12 PM
EVENTS | STU KATZEN
ad exec worked out that charity events
were a great way to host an event at half
the cost. Tell all the suppliers and
performers the event was to raise money for
some obscure charity, donate a token
amount to said charity and then write the rest
of the cost off. Instant cheap event!
The result was all the performers and
suppliers cottoned onto this and quickly
pricing for charity events went back up to
The downside was that real charity events
no longer had access to “charity rates”.
These days we are all a lot more cynical.
Having said that, I must say one of my recent
clients did the exact opposite.
They hosted an event for themselves and
as part of the event, donated $300,000 to an
industry relevant charity. Events like
Wharf4Ward, hosted by the Sony Foundation
that raise on average $500,000 annually for
YouCan is also way above reproach, but
there are still some hucksters out there trying
An example of this was a recent
conversation with a friend who told me she
was approached (as a performer) to work on
an event that was raising money for a youth-
It was explained to her in conversation and
via a written brief, that there was a very
limited budget to pay for performers and she
was asked to help out for a good cause.
She agreed to give her time; at way below
her normal rate for a charity relevant to her.
Stu Katzen ponders the pleasures – and pitfalls
– of running charity events.
The end result, as I am sure you have guessed, was a sham. The event was actually to raise
money for a school. A token amount was sent to the charity – by that, I mean almost nothing.
There was no real education or acknowledgement on the night about that charity and most of
the guests just got very intoxicated and the whole night dissolved into a mess.
The performer in question was angry at having been taken for a ride and vented to me that
that was the last time she did anything for a “charity”.
Please don’t get me wrong, there are lots of great charity events out there, that do amazing
work for their nominated charity, but unfortunately, most charities are in the unenviable position
that they always take what they can get, even if the amount is nominal, on the assumption that
some, is better than none, which only perpetuates the problem.
Charity events are like tithing. It’s a give back to the community and to the system within
which we work.
If that is taken advantage of, the system does not work and everyone gets hurt and there is
only mistrust. There is too much of that already so let’s not perpetuate that even more.
When I look at such charities like Oz Harvest and what Ronni Kahn has created without any
sinister agenda, we should all be humbled. When we do things to help others selflessly,
especially in an industry that is predicated on budget, we are building a system that not only
works, but adds value to the community as a whole.
It makes the system work better and all of us better people.
I do believe the more you give back the more you get. As naïve as that may seem, it definitely
works for me and hopefully will for all of you. m
Speak to Stu about events and other things at firstname.lastname@example.org.
TAKING THE PISS
Editor’s note: As a little adendum to Stu’s column, I was surprised recently when I saw an
event planner at a function who told me they had been doing an event for a not-for-profit
for the past five years FOC, when this year the not-for-profit said that they would be asking
them to tender to do the job. I said so you’ve been organising an event to raise money for
this not-for-profit free of charge and they want you to tender to work for free? They said
yes that’s exactly what they wanted.
Suffice it to say, the event planner decided they wouldn’t be submitting a tender.
Has the world gone mad or is this now common practice? Email me at email@example.com
if you have any thoughts on the subject.
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23/11/2018 2:12:19 PM
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