Tooling around town and learned some things about customer service and treating people the way you want to be treated. During that same great experience, I had some concerns about how my phone number was being used. It made me think of GDPR.
I also talk about what I think about the new marketing campaign around Coke Zero – I Need To Try It First. What can we learn from that?
You can apply these stories and the lessons to your online business. I always try to learn things from brick and mortar marketing that I can apply to my online business.
On the day after Christmas, I brought a 36-gallon fish tank (Santa’s gift to my daughter) back to the store. The fish tank had little tiny stress fractures near the corners and the pressure from the water (36 gallons of water weighs almost 300 pounds) would make those cracks worse, and eventually, the tank would leak or even worse, the tank would catastrophically fail.
I took it back to PetSmart and the manager was super nice! I explained the situation, showed the cracks and did not get any of that normal hassles that you might get from a store like that on the day after Christmas. There was no concern about whether or not I had damaged the tank – the store just happily exchanged the tank with no fuss at all. It was really fantastic!
There’s an internet marketing lesson for you right there: just treat people the way you want to be treated in your business.
A podcaster can come into your store and if they had a good experience, they’re going to tell people about it. And because that person had a fantastic customer experience in that store, listeners might go there as well.
When I checked out, they asked me for my phone number and asked to confirm if my address was captured correctly. The person gave me the impression that I was making sure that my email and other address information was correct in the system but actually, I was agreeing to let them use my information, which I was indeed confirming for marketing purposes.
This was technically a little bit misleading from a marketing regulation standpoint as it wasn’t explained to me what I was actually doing — I was opting into their marketing infrastructure. I wasn’t offended by this but it made me think of GDPR.
GDPR is a privacy law in Europe that regulates how companies collect, handle and protect personal data. What’s important about it for us here in the US is that the United States will typically follow suit with these kinds of things eventually.
At a very high level, it means that when you collect email addresses from people, you should make an effort to try and comply with GDPR.
- Collect information legally and use it fairly. Don’t mislead users or people that opt into your list about what you’re going to do with the information that you collect. If you’re going to send them marketing information, you should let them know that.
- It is also good practice to not take in more information than you need. If you don’t need the last name, don’t take it. If you don’t need the phone number, don’t take it if you are not going to use it.
- You need to protect your data with good technology. Use a reputable email service provider because if something happens, that data is lost or you lose control of that data.
- The last thing with GDPR is if you don’t need the data anymore (for example, if someone opts out of your list), make sure that data is deleted.
On another note – Coca Cola has reformulated Coke Zero recently and their slogan is ‘you’ve got to try it first.’
What is the marketing principle that Coke is exercising when they go through that particular marketing campaign?
They are addressing the primary objection that people have about Coke Zero. The primary reason that people aren’t buying Coke Zero is that they’ve already made up their mind that they either don’t like it, or won’t like it.
What they’re going after here are people who don’t currently use their product and have an objection. The objection that people are giving them is, “I’ve already decided I don’t want it.” And Coke is saying, “You’ve got to try it first because the information that you have is out of date. You need to try it and make your own decision.”
The lesson for you is, do you know what your customers’ primary objection is? What is the primary reason that they’re not buying the product?
A way to find this out is to construct a campaign where you can reach out to people who didn’t buy and straight up ask them. After a launch, target all of the people that didn’t buy and just ask them why they didn’t. You can incentivize them to answer and get this information. Then take that objection and build the answer into your marketing preemptively. Before they have an opportunity to have the objection to form the objection in their mind, go ahead and put it out there in your sales copy.
If you overcome all of a person’s objective objections, the only thing that is left for them is to buy the product.
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