Marketing to the consumer, or consumering to the Marketer

Loyalty is the greatest thing to happen to marketing in a long time. How so? Most people look at loyalty as the chevron to the right of purchase on a purchase funnel diagram.

Loyalty is the most effective input into marketing that there is. When customers become loyal, not only do they want to repeatedly purchase a product or service, but they want to emotionally invest in it. For proof, look no further than www.flyertalk.com, a frequent traveler bulletin board site.

The people who post on FlyerTalk do it at all hours of the day and night, and go to great lengths to dissect and reverse engineer loyalty programs. My Starbucks Idea launched for people who love Starbucks so much that they want to help build it. REI builds its brand through a coop to drive member participation. So why are brands just now starting to understand the value of their consumers? Why are these brands in the minority?

Brands should solicit input from loyal customers whenever possible. Blogs, forums, social media participation should be cornerstones of marketing efforts. Driving and engaging in the conversation leads to greater emotional investment from the customers which in turn leads to greater product involvement with the company.

Love in the time of layoffs, or "hey honey, want to have lunch?"

So, a lot of interesting changes happen when you get laid off. I was excited to spend time with the family. As a working dad, you are never aware of the routines in place when you aren't part of them.

They surprised me. The first morning, at FAMILY breakfast (!) I went around the table and had everyone say what they were doing that day. It didn't make it all the way around!

Then I drove the kids to school. I made them do calisthenics and affirmations (I am smart!) in the car. The next morning, they asked my wife to drive them.

So, I am learning to be at home. That being said, I love it. I am talking to tons of people about tons of things, and its keeping me interested in all of the possibilities out there. Stay tuned, and I plan on posting a lot more!

Another topic for a future post

LOVE in the time of layoffs -- or, how to survive a marriage when you are home all the time in a small house!

Future Topics for Posts

• Social Networking -- A cool tactic, but exactly that, a tactic
• Over thinking it all
• What should we use, what should we watch, and what should we run from
• What is the next phase of marketing, and is it marketing?
• The Web, advertising medium, or a medium not for advertising (want fries with that?)
• Business vs. the consumer
• Short term vs long term