“You Put Your Chocolate in My Peanut Butter!”


We’ve all come to love the irresistible combination of chocolate and peanut butter served to us by the folks at Reese’s and can probably name scores of other perfect combinations in nearly any context. Things like cell Phones with cameras and Gin & Tonic; or people like Sonny & Cher or Will & Grace! Not to mention the ever-present “Value Meals” and Price Fixe menus in nearly every segment of dining these days. I guess 1 + 1 does equal 3?

To this end, my blog is aptly named marketing+technology and I wanted to share with you some fine examples of how the combination of sound marketing principles with appropriate technology can yield tremendous results.

I assume you’ve read my recent post about getting reading glasses? Anyway, yesterday I received an automated phone call from the retail eyeglass location where I purchased my glasses. The computer voice on the other end of the line was a very pleasant-sounding young lady, British or Australian I think, who identified herself as calling from the store in question and asked to confirm that I was Mark Donatelli (she even pronounced it right – better than many people!) and if I was willing to answer 2 survey questions about my recent experience. After I pressed 1 (Yes) to continue, I was asked to rate my experience from 0 to 10 (10 being best) and rate my willingness to recommend them to others. After pressing my entries I was then asked to record a short message about why I rated the experience as I did. Done and Done. After this 20 second process I immediately thought “They put chocolate in the peanut butter!”.

By this, I mean that they took the solid marketing and CRM practices of:

1. Follow up with your clients after their purchase.
2. Survey your clients to measure satisfaction.
3. Ask your clients for an endorsement or quote regarding your satisfaction.
4. And as a by-product, they were also able to verify my phone number in their database.

These steps if done by a person would be time-consuming and costly, but with the injection of some technology the process is automated and efficient.

To take this a step further, I imagine that about 11 months from now I will receive a postcard reminding me to stop in and have my annual eye exam. If they were really cookin’, I might get a birthday card with a discount coupon on prescription sunglasses – we’ll have to wait and see on that one. Regardless of industry, these types of automated “campaigns” can have a positive effect on your business by deepening customer loyalty.

From a prospecting standpoint (as opposed to the CRM scenario above), the combination of technology and sound marketing principles can be even more powerful. For example, a national home improvement store might have ongoing, automated direct mail programs for New Homeowners, New Movers, Households expecting a child, or those will children headed to college. Each mail program has a creative design and content relative to the “lifestage” the recipient is experiencing. This allows the store to call attention to specific, relevant products likely needed by the recipient. Without technology to automate the data acquisition and delivery, then merging with creative and print, this would not be possible.

Imagine if Peanut Butter and Chocolate had never met? Tell me about your marketing+technology idea and let’s make it happen!

A trip in the way back machine below – 80’s commercials for Reese’s Peanut Butter Cups.

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