May 06, 2008

Force

When a product, brand or channel is in "isolation mode", it is likely that customers want to stay in that condition --- they want to remain loyal only to that product, brand or channel.

This is when we, as marketers, want to force some type of behavior. We want the drive-through customer to purchase a hamburger in the store. We want the retail buyer to try the website. We want the online subscriber to purchase the paper-based magazine. We want the social media shopper to purchase with a catalog in her hand.

It is expensive and largely unsatisfying to force customers to do what you want them to do. A product, brand or channel that is deeply entrenched in "isolation mode" is one that is resistant to force.

National Mail Order Catalog Day

Did you know that Saturday was National Mail Order Catalog Day? The junk mail never stops. Why would it? Happy #NationalMailOrderCat...