I was listening to the Motley Fool podcast for last week, and they interviewed Wharton Professor David Robertson, author of Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry.
Lego got y’all to take your kids and pay to watch a commercial.
He talked about the timing of the release of the movie. The producers wanted to release it at Christmas; and Lego management said no. They don’t need help selling Legos at Christmas. They need help selling them in February. So that’s when the movie was released.
That is some powerful brand marketing, right there. It’s all about storytelling.
If you are a title company account representative, you should work on building a relationship with me, a real estate agent, through common interests, general conversation, and offers of advice or help.
You should not send me a LinkedIn request (for which my default response is to ‘accept’ because I am always open to building my network), then sending an email to both my personal and business email addresses (because figuring out which one is business is too much trouble) telling me you are awesome, giving me prices, and asking to meet me to present your sales pitch.
That’s not how relationship marketing works.
Add value, build the relationship, show me you value my time, show me we will work well together. THEN ask me for business. He could have simply sent me an email introducing himself and his firm, and then said ‘if there’s anything I can do for you, please let me know. If you are going to be in my section of town and have some time, I would love to have lunch/drink/coffee and meet you’.
What happened? I removed him as a LinkedIn contact. I deleted his email.
Inc. has a quick post on how to keep your emails from going into a black hole. I think they miss the biggest opportunity to get people to listen to you.
Every marketing communication with every client/customer should add value. As Seth Godin says, you need to earn the right to talk to them. If you send marketing without adding value, you will get marked as spam.