Archives for posts with tag: Perception
The Power of Personalisation

The Power of Personalisation

I received this email in my web mail inbox the other day – and I loved it, both as an individual recipient and consumer of email and as a marketer.

There’s nothing new in it, and I won’t be able to convert my interest in action as I live in another country and can’t easily attend games.

That said, for me it epitomises the power of personalisation. Both the subject line and the quoted phrase are redolent of sporting chants, as well as pandering to my ego. The email is visually appealing, the strapline appeals to me as a fan – and a customer – who can make the telling contribution to success, and the ask is a simple one: we’d like you as a season ticket holder.

Superb stuff. Of course, I don’t know how the email turned out. I don’t know too much about the target demographic. I am willing to bet, however, that it performed particularly well against target.

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It was Tom Peters who said that ‘perception is all there is’. I’ve talked about this quote before, and its importance, but for me there’s something also inviolably true, and it’s a bit like the other side of the coin.

Perspective is all there is, too. Perspective is your perception of the world, and, more importantly, someone else’s or something else’s perspective. I was reminded of this in the most mundane way recently. Having made myself a cup of tea, I was bringing a soggy tea bag over to the bin, supported by a spoon and, under it, my free hand to catch the drips. The spoon looked full of tea in the side I could see, so I tilted it away slightly. As I tilted it away, it dripped tea from the side I couldn’t see, which was obviously fuller, or at least as full, as ‘my’ side. I hadn’t checked the other side.

It always pays to try and understand the perspective of the other person, in a transaction, in politics, in pretty much anything. Once you get their perspective, you get the wisdom to agree with them, or the ammunition to persuade them to agree with you.

I may, dear reader, have detected one of those almost imperceptible changes in language that form part of its relentless movement. It’s a bit like being able to break down a movie into the 24 stills per second and grasping one of the stills as a discrete moment in time. Or, I might not have.

When I first moved to the Emerald Isle, back in the late 1990’s, greetings were a bit like they were in the US. People would say hello by asking you how you are without ever expecting a response. Where Americans say ‘what’s up?’, Irish might say ‘How are things?’ Contrast this with the German equivalent ‘Was gibt’s?’ – what’s up? – and its answer ‘Nichts Besonderes’ – nothing special – where our Teutonic friends are generally expecting a response and perhaps an ‘Und dir/ihnen? – and you?

The interesting thing about living in Dublin was that you would often hear a compound rhetorical question, where someone quite genuinely, and without any hint of irony, might say,’Morning, how are you, how are things, are you well?’ The first time this happened to me I had to ask which question they wanted answering first. Even then folk would look at you funny if you said ‘I’m pretty good thanks, and how are you?’

Over the last six months I’ve noticed kids actually answering the greeting-question, which I’ve never observed before, hence my opening paragraph which you’re probably thinking I might have slightly oversold. So now, when you greet friends of your kids with a ‘Howya?’ you tend to hear ‘fine’, ‘fine, thanks’, ‘I’m good’. I’m not saying I’m disinterested in their general wellbeing, rather that I’m not ready for them to provide an answer to what is a ‘hello’. This takes me back to my days of learning German when someone would ask ‘wie geht’s? – how’s it going? – and I would answer ‘ja’, or yes. Not what they were expecting.

So there you have it, the Irish greeting is now not a greeting, it’s a question, and one that should be answered.

You heard it here first. And probably last.

Yep, all this is mine...

Yep, all this is mine…

“Yeah, we own that customer…”

No you don’t.  You don’t own a customer, ever, and they don’t own you either. As a matter of fact, we share ownership of all that we consider ours: our house with various critters, our company with a bunch of stakeholders, and our real estate and world with an altogether different bunch of stakeholders. It’s like we share a view or a moment.

The sooner we get the notion of sharing into our heads, even in the commercial western world, we all work together better and we all profit. You don’t have customers, suppliers, or competitors, you have partners, and partners by their very nature share stuff.

The Cleaner Fuel, Really?

The Cleaner Fuel, Really?

‘It does exactly what is says on the tin.’ A very well known advertising strapline that has served the company – and of course its customers – very well over the last few decades.

I’ve talked before about the importance of perception. Appearances mean a lot. We make judgements from them, we trust them. But what happens when those appearances let us down? Then we start to doubt the claims of the person or company and our trust starts to break down.

Wondering around my home town the other day, I noticed these fuel tanks hiding behind an environmental-looking faux bamboo fence within a housing estate. This is clearly the central place that serves the neighbouring houses with their fuel.

Even though this is the stuff we hide away behind walls, fences and floorboards, there is clearly an ironic and serious compromise of the brand promise going on when the container of of a fuel container is filthy, or filthsome as my offspring have recently coined.

As a marketeer, you have to protect and optimise every single touchpoint of your brand with your customers. While it’s true to say that a rising tide raises all boats, a hole in the net lets all the fish out too.

Tom Peters is the creator of what for me is one of the most insightful quotes in all of commercial history.

He wrote that ‘Perception is all there is.’ Is there anything truer and more important in marketing? It doesn’t matter what the reality is, what really matters is how people see and interpret that reality. The advent of the online world, which has increased our ability to transact remotely without face-to-face meetings where we can judge things like tone and body language, has brought this fact into sharper focus still.

Of course, companies with this knowledge can choose one of two paths. They can work hard to influence the prospect customer’s perception of their products and services in a positive and accurate way. Or, they can seek to alter their perception to one that is at variance with reality. In other words, they can mislead.

Fortunately, the Internet giveth and the Internet taketh away. Customers who find themselves on the unhappy end of a transaction can take to social media to vent their spleen and positively influence both the company and their target audience.

The Internet is all about perception, but it’s also all about immediacy and transparency.  Which is nice.