I have a favorite local wine store. I shop there all the time. In fact, I’m so protective of it that I’m going to keep its identity secret! But let me explain what this shop has to do with good marketing.
It all has to do with Bob, the manager of the shop. You see, Bob knows me. He knows what I like, what I don’t like, what I’ve tried before. What I’ve bought recently. That I like to cook and entertain. The kinds of things I like to cook. My attitude toward wine. My price range for normal evenings and for special occasions.
Where I live. Where I work. What I do for a living. How many kids I have.
Three weird facts you need to know:
- I buy five times more wine from Bob than from my local supermarket.
- I tend to leave the shop having spent 30 percent to 200 percent more than I thought I would.
- I wouldn’t think of buying my wine anywhere else.
In fact, I enjoy buying from Bob. I love the experience that much.
The bad news: Most of today’s marketing is far from Bob. In fact, it’s decidedly un-Bobular.
If Bob was a typical marketer instead of the world’s best wine salesman, I’d walk in and instead of saying “Hey John, how’d you get on with that Riesling?” he’d say, “Hello potential customer. This is a wine shop. We have red wine and white wine and sparkling wine. Some of it is from France.”
Instead of saying, “I’ve got a Rioja that your wife is going to rave about,” he’d say, “Buy three cases of Asti and get one free!” (I loathe Asti).
So, how do you get more Bob-like? Behavioral marketing is the best way. And it really is a simple idea:
- You capture the things people do when they interact with you across all channels (email, Web, mobile, social, call centers, etc.).
- You combine that data with the stuff you already know about that person – the profile and preferences, or past behaviours.
- You apply a few rules to that data.
- You use the rules to generate a personalised interaction and a multichannel, multistep relationship that delivers the most relevant customer experience for the individual.
It’s being Bob-like on a massive scale — being that personal, informed brand that doesn’t treat every customer like a new person who just walked in off the street. Treating each one like the valued individual that he or she is.
So, why don’t you get on board the behavioral marketing journey? Go forth and become more like Bob!
1) Blog: “5 Steps to Behavioral Marketing Success”
2) Video: “Personalizing the Web Experience for Every Customer Through a CMS Integration”
3) Blog: “Behavioral Marketing Done Right: Big Ups to Foursquare and Sephora”