Tags ArchivesListen Think Do

Referral madness image

In today’s mail and email, I received offers for miles, rewards, points, a billing credit and a free ride. All I had to do was refer a friend or family member. Oh, and enter a code and have them enter a tracking code. Of course I recognize that referral programs are incredibly efficient (thanks Dropbox) and have a low cost per acquisition. A study was conducted by the Goethe University Frankfurt and the University of Pennsylvania on referral programs and customer value which followed the customer referral program of a German bank. That bank paid customers 25 euros for bringing in a new customer. The study found that referred customers were both more profitable and loyal than other customers. Referred ...

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Yep, we can produce that image

One of the many advantages of a full service agency is having multiple experts on hand to help fulfill any imaginable marketing need no matter the objective, budget, complexity or deadline. Recently we sat down with our own Kathleen Finley, SVP/Director of Print Production (who directs so much more than printing), to get the latest on the wonderful, wacky world of print production these days. What’s the most challenging part of your job? I would say budgets first.  Everyone thinks they can ‘find it cheaper on the internet’ but you can’t find SMZ’s expertise on the web. Then deadlines second.   But our production department pulls off delivery dates without sacrificing project quality.  At least I like to think so! What ...

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Orange is the new orange image

Ah, it’s that time of year again … construction season. Lanes begin to change, roads fill with orange barrels and commutes seem longer than before. Nearly everywhere you go, you see another sign that reads “construction ahead.” This time of year can be a nuisance, an orange-barrel-filled, lane-shifting inconvenience. During the off-season, we can’t wait for potholes to be filled or crumbling roads to be repaved. However when it comes down to it, we don’t want to deal with the inevitable construction it takes to have better roads. Curious, isn’t it? We dread construction season even though it’s exactly what we wish for. The building or rebuilding period can be a time of impatience and frustration. Even though the end ...

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Organizing your organization image

The Container Store opened its first Michigan location in Novi on June 4, 2016. Across the street from 12 Oaks Mall, The Container Store stocks every basket, bin and bookend imaginable — it’s an organized person’s paradise. I decided to visit during opening weekend to see what the store is all about. The store itself is organized into areas dedicated to different organizational needs. There are sections dedicated to organizing closets, offices, bathrooms, laundry rooms and more. The closet section was staged to look as though I were looking at my own closet (in a world where it has any sort of an organizational system.) The store was buzzing with activity. Cashiers could be heard cheering as purchases were made ...

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A mother’s recipe for combining data and instinct image

The results are in. The charting is complete. The analytics, testing and evaluation have been done. The data clearly points to A. There’s certainly a great deal of talk today about big data. Data defines paths and helps steer decisions. It helps create strategies, target ads and track activity (with an accuracy that can get downright scary at times). After all, numbers don’t lie. Ours is a business that relies on data. It’s useful and helpful and with the proper analysis, definitely helps drive results. But what about instinct? Hunch? Intuition? Gut? An idea that just feels right? GEICO’s Gecko was “hatched” with no research or intention of producing a long-running campaign. Look how that turned out. Sometimes common sense and ...

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Every day is an opportunity to create a meaningful customer experience image

It’s more than service. It goes beyond product: customer experience is the end-to-end journey, the cumulative impact — and in the ad business, an ongoing one. We always remember the bad parts. Concerns blown off. Being put on hold and forgotten. But then there are those amazing experiences, the ones that make you feel like, wow, these people really embrace their business. Really care. Go the extra mile. Like one of the owners of Zingerman’s Deli who can tell what you’re going to order before you actually do. That’s knowing your customer. The book, “Summit,” by F. Scott Addis, does a great job of breaking down the relationship between business success and elevating your customers’ experience with some key recommendations. ...

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A lesson politicians can learn from marketers and rock stars image

“It’s not always rainbows and butterflies, it’s compromise that moves us along.” Maroon 5 “SHE WILL BE LOVED” With divisive politics littering media channels now more than ever, compromise has become a repulsive trait in today’s polarized society. Compromise has now evolved into a sure sign of weakness rather than a pragmatic way forward.  Pronouncements of “we will never compromise” are common themes in Washington and Lansing.  And all that hard-line rhetoric happens prior to any sort of discussion or dialog on issues of importance.  This rigid, seemingly principled attitude just disguises an inability to do two things that we in marketing practice instinctively: engage and listen, core attributes for any healthy conversation and key elements in in how we ...

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