Lessons From Christmas 1947
12/25/2007
Christmas 1947. Before blogs, micro blogging or building online communities.
The CEO of a major retail organization briefs the company's ad department. "No high pressuring and forcing the customer to take something he doesn't want. We'll be known as the helpful store. The friendly store. The store with a heart. The store that places public service ahead of profit. The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before."
With those words Macy's Department Store launched the most innovative sales program ever viewed...on the silver screen. It was a Miracle on 34th Street. 
Fast forward 57 years. The use of the internet is one of the most exciting sales and marketing strategies we've seen in the last 60 years. However, in this model there is no room for high-pressure sales techniques. The customer is in control of the brand experience.
Include a social media strategy to the marketing mix and another dimension is added. The company steps out from behind the shadows of traditional PR, customer service and research (all valid in their own right) and declares it's ready to listen and learn from prospects and customers...on the their terms.
It's not afraid (okay perhaps there are a few wobbles) to show the world that there might be a few warts. That's a giant step from old world marketing to open communication new world marketing.
The plan sounds idiotic and impossible... consequently, we'll make more profit than ever before.
As the year 2008 approaches, high-tech developments spin even faster taking the possibilities of internet marketing into areas that were impossible in '47 or '57 or even '07.
Imagine a site that holds current inventory and pricing, allows for on-line financing and results in better, faster cheaper processing.
Imagine a site that allows for product customization.
Imagine a site where you can start a conversation with a real person about what matters to you regarding a product or service.
Imagine a site where you can talk to a real person who doesn't respond with an FAQ list.
Imagine a site where you can actually help change the direction of a product or service before it's even launched.
Imagine a site where you can include your review of the product, service or customer care.
Imagine a site where you can talk to people about their experiences and learn from each other.
Imagine a company that doesn't close the door (or comment section) to you or your ideas.
The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.
It's interesting to compare a 1940's film, where finding solutions to customers' problems was perceived as unique, to 2007 where finding solutions to customers' problems is considered ingenious.
The techniques may have changed. New buzz words may be added to the mix. Bells and whistles may be a little louder. However, after all is said and done, the premise remains the the:
-Listen
-Understand
-Add value
-Do what it takes to go the extra mile to delight your customer
The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.
And with that Max and I wish you a very merry holiday!
Sidebar: Based on an article written for Marketing News
