I Love Banana Milkshakes! But Please Don't Send Me Emails About Them
By John Andrews
I’m mad at them.
The problem is I get 500+ emails a day. Additionally, I’ve never given Chik-fil-a an email address so they got it through a partner (which I also try to limit or avoid opting in) they really shouldn’t have been emailing me. As I begin to think about this email I really began to get angry about it. I bet some well-intentioned marketer who sent me this also gets 500+ emails a day and was recently complaining to a co-worker over some waffle fries about how much time they spend dealing with email. As a marketer, I think we all should have to wear a WWID (what would I do) bracelet.
Each day I drive by a Chick-fil-a store, probably see an ad on TV or a billboard with one of their lovable cows. I also see their signage and promotional materials in-store and share word of mouth communications with friends. Do I really need an email too? Does anyone? A CNN report released yesterday said that email usage among those ages 25 and under dropped 60% in the past year. That’s an incredible rate of change that speaks volume about the usefulness of the medium.
It’s time to really give some thought to marketing tactics. Emerging media tools have opened up so many new ways to engage customers but most usage to date seems to be traditional push tactics using new tools. We all love the idea of people “liking” us but there is probably more value in connecting with the people who are indifferent or don’t like us that much. How many brands would have greater dislikes if there was a dislike button?
Want to grow your business? Find those folks who “dislike” you and fix their problems. They will reward you by telling everyone, naturally. Sort of like buying them a virtual banana milkshake.
John Andrews, Collective Bias Founder/CEO, has over 14 years experience with leading brands like Sara Lee, Eastman Kodak Digital, Newell Rubbermaid, and of course Walmart, where he is perhaps best known for the creation of its award winning social media platform Elevenmoms, an industry-leading online customer advocate program.