Is Working Too Hard? How can make clients happy

Published: Fri, 05/20/22

ADOTAT
Executive Journal
of Advertising
with
Pesach Lattin
http://www.adotat.com

Pesach Lattin
Pesach@lattin.us

How to Make Clients Happy

With Allen Dib
of Successwise.com

I was recently asked how to wow a client without sending a physical gift.

I get that offline marketing can quickly become costly, but what is a high-value customer worth to you?

If a $20 gift results in a $3,000 monthly retainer, that’s money well spent.

But if you really can’t afford it, here are my top five underrated techniques for delivering a ‘WOW FACTOR.’

1: Pick up the phone and call that person directly.

Think about the last time you purchased something online. What if, minutes after making your purchase, you received a phone call from that company instead of an email. That would be pretty special.

2: Send video messages.

Use video to demonstrate your expertise and deliver value upfront. People feel compelled to respond because you’ve taken the time to create a video. So consider adding it to your marketing strategy.

3: Create buzz for your business.

Take the copywriter on LinkedIn who started hosting online writing competitions, for example. He’d pick a startup/small business and invite his connections to pitch an ad promoting the company. They got a ton of free press, and the writers got massive exposure—wow factor.

4: Share something notable.

When you read an article or book or discover a new tool you know will interest your client, send them a personal email. Explain why you think they’d benefit from it and include the link. I guarantee they’ll thank you for it.

5: Remember personal details.

Do you know what’s going on in your clients’ lives? Maybe they have a sick kid. Perhaps they just moved, or it’s their birthday. Phoning them to wish them well or their kid a speedy recovery builds customer loyalty and delivers a ‘wow’ factor. It shows them you actually care.

Allan Dib was a typical IT geek who was bitten by the entrepreneurial bug. He had all the skills to be successful. He had great products and good margins, but was bad in marketing. He’ll be the first one to tell you, he thought it was going to be a cakewalk, but boy did he struggle. For some reason, he never put any emphasis on marketing. It took him a better part of a decade to figure it out. But once he did, business took off. He’s been on fire ever since.

Shanerth

The Rundown

ALL YOU NEED TO KNOW, CONDENSED ('CAUSE YOU DON'T HAVE THE TIME!)

1. Coke knows that its soda caps often end up as litter. So it's trying to solve the problem by tethering them to the bottle, at least in the United Kingdom. Earlier this week, the British arm of the beverage company announced that it has started rolling out new versions of its plastic bottles. The new bottles feature an attached cap, a design that is supposed to make it easier to recycle the whole package at once — and keep caps out of the trash.

3. Marriott Media Network: In a first for the hospitality industry, Marriott International is launching its own media network with Yahoo to let marketers reach travel-minded consumers in the U.S. and beyond. Here's the problem: Yahoo's network and technology is about 10 years old, and no one really trusts Yahoo.

4. As Netflix mulls over plans for an ad-tier system, industry experts speculate on partners that could help it achieve the “fancy ad-matching” that CEO Reed Hastings told investors that the company will need to proceed. Netflix subscribers are not happy though, and think it's a dumb plan.

5. TikTok announcethat it’s launching a new ad product called “Branded Mission” that will allow creators to connect with brands and possibly receive rewards for videos. With the new ad product, advertisers can crowdsource content from creators and turn top-performing videos into ads. Advertisers can launch branded campaigns and encourage creators to take part in them. Brands can develop a brief and release it to the creator community encouraging them to participate in Branded Mission.

6. (SPONSORED) Live events organised by Lancashire-based performance marketing agency Door4 will help e-commerce marketers maximise outcomes from digital activities. Taking place on 25 May in Burnley and 28 June in Manchester, the ‘Revenue Optimisation Blueprint’ events will outline how to achieve success through effective online targeting and user experience approaches.

Register here for the Burnley Decoding Digital event taking place at Crow Wood Hotel and Spa on 25 May 2022 from 9am-11.30am, with breakfast served at 8.30am.

Register here for the Manchester Decoding Digital event taking place at Centurion House, 129 Deansgate on 28 June 2022 from 9am-11.30am, with breakfast served at 8.30am.

7. On Thursday, a group of Senate Republicans and Democrats introduced a new bill that could force Google and Facebook’s parent company, Meta, to spin off their online ads businesses, as first reported by The Wall Street Journal. The Competition and Transparency in Digital Advertising Act — co-sponsored by Sens. Mike Lee (R-UT), Ted Cruz (R-TX), Amy Klobuchar (D-MN), and Richard Blumenthal (D-CT) — would ban companies processing more than $20 billion a year in digital ad transactions from running more than one portion of the digital advertising ecosystem.

8. The Federal Trade Commission will host a virtual event on October 19, 2022, to examine how best to protect children from a growing array of manipulative marketing practices that make it difficult or impossible for children to distinguish ads from entertainment in digital media. The event will examine practices such as the rapidly growing “kid influencer” marketplace in which the line between paid promotions and unsponsored influencer videos is often blurred.

9. How common is audience hijacking? One estimate suggests that between 10 percent and 20 percent of retailers’ shoppers are lured away by competitive offers — or, worse yet, by fraudulent offers. I'm not sure I buy this, or how they arrived at these numbers.

10. Interactive Advertising Bureau CEO David Cohen released the following response to the Competition and Transparency in Digital Advertising Act introduced today in the U.S. Senate, which would bar digital advertising companies from providing both ad-buying and ad-selling technology, as well as online exchanges facilitating those transactions. Short Version: "Bad Idea."

11. Ulta Beauty, the nation’s largest beauty retailer, today announced the launch of its retail media network, UB Media, to offer brands addressable advertising leveraging its Ultamate Rewards members, the biggest community of beauty enthusiasts in the industry. This new capability will deliver a winning digital strategy for brand partners to personalize consumer engagement, drive growth, and fuel measurable returns. TL;DR? "First Party Data Rocks."

The Watercooler
Impress your Co-Workers with these useless facts about marketing

Some cool facts about online advertising

85% of people would rather provide an e-mail for an e-book over a tweet
Blogs are 63% more likely to influence purchase decisions than magazines.
Companies that blog more than 15 times per month get 5 times more traffic.
The average content length for a page that ranks in top 10 position is 2000 words.
If a post is greater than 1,500 words, it receives 68.1% more tweets and 22.6% more facebook likes.
Articles with images get 94% more views.
Using videos on landing pages can increase conversions by 86%
Videos get 267% more links than normal posts.
58% of your audience will stop watching video within the first 90 seconds.
20% of people will read text while 80% of people will watch a video with the same exact content.
Viewers retain 58% of what they see but only 10% of what they read.
Average buyer consults 11 consumer reviews on the path to purchase

All About Us & Advertising

ADOTAT.com is the product of over 20 years of online marketing publications and articles by Pesach Lattin & many more experts that have contributed!

Want to advertise? Contact pesach@lattin.us

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Is Working Too Hard? How can make clients happy

Pesach Lattin Pesach@lattin.us

How to Make Clients Happy

With Allen Dib of Successwise.com

Pesach Lattin
Pesach@lattin.us

With Allen Dib
of Successwise.com