SHARME HAIR

One of the biggest hurdles to profit growth for ISP AOL is that one-third of the company's employees are in customer service. What extravagance! Firstly, AOL has to spend a huge amount of money on this, and secondly, if the service were provided automatically, then its quality would be incomparably higher.

When planning an online permissive marketing campaign, it is very important to accurately determine the expected results. If customers expect to get an immediate response from a specialist to their question, then they will certainly ask questions, and you should be ready to answer them.

In the early days of Yoyodyne, we calculated that for every 10 thousand customers, we will need one full-time employee. I knew right away that this was a sure way to bankruptcy. Therefore, we have solved this problem by creating a sophisticated automated system that is able to provide our customers with all the necessary information. We currently have millions of customers in our database, but we still don't need customer service employees. We have successfully eliminated the need for unnecessary personal contact with customers. Does this mean that any marketer can handle such a task? Not at all. But it is very important to screen out clients and make sure that personal contact is made only with those people who need it.

4. Emphasis on excellence - customers need to feel their intelligence

On the Internet, there are almost twice as many people with a college degree than the national average. These are people who are used to feeling right, used to understanding the essence of phenomena and used to work quickly.

Therefore, imagine how disappointed these intellectuals are when they come face to face with the Internet. Their computers crash, websites load slowly. Unrecoverable errors are suddenly found in the program, errors in Java scripts and in the browser, or there is no connection to the Internet at all. People begin to think that they will never be able to figure it out on the Internet.

Certainly, the Internet provides great opportunities. If you can create simple tools that work and people can use them without sacrificing self-esteem, then your site will flock to tons of potential customers.

Count on the average user. Don't get caught up in newfangled "things" that customers with slow modems or outdated browsers can't.

The beauty of email is that it's simple, accessible, and user-friendly. Your trust marketing campaign should be built on the same principles.

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Case Study

Companies that use trust successfully and companies that waste it

How a Small Kosher Supplier Is Spending Money

Every Sunday for several weeks now, I have seen the same advertisement in the local edition of The New York Times. This is an advertisement for a kosher delicatessen offering "kosher meals for the Passover holiday." Jews who strictly observe religious customs eat only certain foods during the eight days of the holiday, which is probably why the prospect of selling them seems very attractive to the store owners.

Everyone understands that these dishes are bought exclusively by religious Jews, who need food cooked in a special way to celebrate Passover. Therefore, the placement of advertisements for kosher products in the local edition of The New York Times, despite the rather high popularity of the newspaper, is an example of the wastefulness of distraction marketing.

Firstly, 95% of readers do not pay any attention to these advertisements, because they not interested in kosher foods. Secondly, many representatives of the target consumer audience do not reach this page. Thirdly, among those who have read the newspaper to this page, few will be interested in an advertisement printed in small print, which makes it difficult to understand the essence of the advertisement, and most importantly, the benefits that the buyer who responds to the advertisement receives.

Because the advertisement the store's full range is listed, the advertiser's goal seems to have been to get the interested consumer to put the paper aside at once and, after making sure the store is still open, call and order groceries. To put it bluntly, this is quite a risky undertaking, and given the cost of advertising, it is also very expensive.

It would probably be wiser to suggest that interested buyers call the store to find out the range and get more detailed information about the goods. By getting permission to communicate and ultimately sell to the target audience, the store could better justify the $20,000 spent on advertising.

But an even better strategy would be to stop advertising altogether! Within a year, the store could get permission from each customer to call him before