7 Ways to Reach Consumers Abandoning Landlines!

Written by on October 1st, 2008

How will you reach customers if 1 in 5 don’t have home phones?

rotary phoneA recent study by the Nielsen Company says that more than 20 million U.S. telephone households, (17 percent) are wireless substitutors (homes without landlines). Their study also uncovered another 5% of those surveyed as likely to drop their land line in the next 12 months.

This changing behavior is probably catching your organization off guard as the increase has occurred in just the past 4 years. While the study first reported in December, 2003 indicated just 4.2 percent had abandoned a home phone and replaced it with their cell phone, the study has shown a steady 3-4 percent increase year. Researchers are anticipating it to reach a tipping point and grow faster in the next couple of years. By the end of 2008, at current growth rates, that would put 1 out of 5 people out of touch from your customer service, sales reps, technicians’, surveyors, political campaigners and others.

A recent Jupiter Research also found that 12 percent of Internet users do not subscribe to land line phone service and nearly 2/3rds of them are 18-34 year olds. Worse, the same report suggests that another 12 percent of those surveyed indicated an intent to drop their home phone service. (That would represent 24% of this age group!)   (…More…)

Internet TV Right for Your Organization?

Written by on September 6th, 2008

Libraries, Franchise, Retail, Distributors, Police, City Hall, Dentists, Sales, Real estate benefit!

The cable industry revolutionized the delivery of television programs by providing you 500+  channels.  Now the Internet is opening an opportunity for thousands, no millions of TV channels to deliver news and content to consumers computers and cell phones.

This is presenting opportunities for your organization to reach consumers to educate, inform, advertise and gather data. One of the more successful case studies I could share with you revolves around wine!   In my 30’s Jack Daniels gave me the courage to dance on tables. Today, I look forward to a glass of wine at the end of a long day to relax and slow down my brain!  It works.  (ask me later about my Wine diet!)

Probably the most successful way you can use Internet TV is to educate your customers. That’s the direction Gary Vaynerchuck took when he created Wine Library TV.  Like the Internet, wine can be a mysterious and confusing thing.  It has its own language.  Gary’s concept is simple.  He has a webcam pointed at him as he sits behind a table lined with bottles of wine, glasses and a bucket to spit out the wine he’s tasting.

It’s not a sophisticated presentation, but it works.  Gary is by no stretch of the imagination a Brad Pitt or your every day TV personality.  He not only looks like Joe Pesci, but he sounds like him too!  His rapid fire unscripted conversation gets the job done with minimal preparation or time.    He  demystifies  wine and helps consumers feel more comfortable and confident.  His reasoning?

  • The more his audience knows, they more they will buy
  • And when they buy, they will remember they guy who taught them and that they trust!

And it works. (…More…)

Lobster Fishermen Use Social Media & Internet Strategy to Bring in More Dough!

Written by on September 1st, 2008

Tips to use social media to increase profits!

The ridiculously high run up of gas prices in just one year is requiring even lobster fishermen to rethink how they do business.  When times get tough, the tough have to think smarter, not work harder, right?

In the past lobster fishermen were about as far removed from their customers as the Chinese worker who assembles the products you buy from Walmart.

Brendan and John Ready, lobster fishermen from Cape Elizabeth, Maine (both in their mid 20’s and college graduates) started using social media and their website as a strategic business tool to help them by pass the wholesale distribution system and go right to their customer.   Brendan and John decided to use the Internet to not only reach directly to consumers but also engage and involve them in their business.

To do that they built a website which they called, Catch a Piece of Maine. Their unique value proposition is built around creating an experience for their customers. They want to be your private lobster fisherman who works just for you and deliver your lobster to you via overnight delivery services. James Gilmore & Joseph Pine in their ground breaking book, The Experience Economy, suggested that people are looking for more than a commodity product and are willing to pay MORE for an experience that is tied in with the product.   The brothers understood this and decided to use the Internet to build a unique experience for their customers. (…More…)

A Tire Company Online Community?

Written by on August 24th, 2008

If a tire company benefits from having an online community, so would YOU!

I was talking to a friend the other day about his desire to create an online community.  He was hot on social media and wanted to get in on the game.   He was struggling with what kind of online community he should create.   He owns a game company and has an enormous amount of content that he gets from the gaming companies about upcoming releases.  I suggested that he offer a members only online community where he offers the inside information he is getting.  Now he’s trying to decide if he should charge or make it free!

Our discussion got me thinking about the many clients I’ve spoken with who had similar thoughts.

  • Who would want to come to an online community for a cleaning company?
  • Who would want to come to an online community for a manufacturing company?
  • Who would want to come to an online community for a service company?

So what do I tell them?

My suggestion is to think out of the box.  Think about what your organization can do to make the world, your community or neighborhood a better place.   What are the burning issues that people who use your product are facing?   What can you do to give your clients and others a voice in solving those issues? (…More…)

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