Social trending, the economy, and transpromo
As the economy turns, the presidential rhetoric heightens; the consumer grows weary and tired. As Pat McGrew states in her comments back to the blog about Faith Popcorn …
“Pleasure Revenge, (Consumers having a secret bacchanal. They’re mad as hell and they want to cut loose again) and Cashing Out (Working women and men, questioning personal/career satisfaction and goals opt for simpler living) with the overall culture tipping to the latter, guided ultimately by economic imperatives. Whats your take on how this impacts those of us who preach integrated customer communication and TransPromo techniques?
People will continue to “turn off” the noise and “cash out”. This could parallel the events of the late sixties when people burned their bras and threw out their suits and ties in turn for a simpler life. In fact, even the New York Times best seller, “The 4 Hour Work Week” by Tim Ferriss provides a handbook on how to “cash out” now and live a better life, travel, accomplish your dreams vs. waiting for that special day. In addition a recent report just published last week stated that only 10% of people enjoy their current job. The economy is also helping people find new career paths as the unemployment rates rise. According to the Bureau of Labor Statistics:
“Nonfarm payroll employment continued to trend down in June (-62,000), while the unemployment rate held at 5.5 percent. Employment continued to fall in construction, manufacturing, and employment services, while health care and mining added jobs.”
Today, we need to understand our consumers and anticipate their needs. Our communications need to consider the economy, your carbon footprint, and general consumer distrust. We need improved ways to message and build or in some cases rebuild our consumer relationships.
I think personal 1:1 relevant messaging will help as one tactic for improving the relationship between a company and their customer. Remember transpromo is only the vehicle that will get you closer to your customer.
Nope! Not true. TransPromo is one of many techniques that can get you closer to your customer. Start with TransInfo, walk to TransEd, then dive in to TransPromo if its appropriate for your industry and your country. YOu can’t even do real “TransPromo” in some countries.
And remember that it’s just a part of a bigger program. You MUST have coordination with your direct mail, mass media presence, and it would be a darned good idea if you start using alternative media, too.
Yes, targeted and relevant messaging is essential and yes, the transaction document is the most reliable way to have a conversation with the customer. I believe in it, but I worry that too many people interpret it as “Quick, put an ad on the bill and we’ll make more money!” And that just isn’t true!
I think 1:10,000 and 1:50,000 are incredibly effective ways to communicate and are less invasive than 1:1. I think they are somewhat easier to achieve and manage, too. Color me a radical!