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Zappos Knows Customer Service

No one’s buying. It’s a common refrain we are all hearing. You can only control so much. One thing you can control is what Stephen Covey called the “gap between stimulus and response.” If the stimulus is less customers walking in the door, then the gap is how you treat those who are.

We could get into a long post about CLV, Customer Lifetime Value or the idea behind answering Fred Reichheld’s “the ultimate question” which results in a survey-determined Net Promoter Score, but you don’t have time for that and we’ll revisit it in a later post.

Instead we offer Zappos. CEO Tony Hsieh, with 1600 employees and $1 Billion in sales this year, certainly does not run a small business. But he acts as though he does. He is a fanatic when it comes to customer service and Zappos is known for having a committed culture based on set principles. And Tony acts as role model.

On a whim, I tweeted him yesterday about an upcoming conference that he is speaking at in San Francisco next month. I told him my partners and I were debating whether to go and his presence was sort of becoming a deciding factor. Less than an hour later he responded directly. Think we’re gonna go?

Just Do Something

Orange County native, Dr. Casey Cooper , a prominent licensed sports psychologist and working mom, has broken through with her own radio show on the Angels Station AM830.

You can hear her on Saturdays and Sundays from 2-3PM every weekend.

Dr. Casey offers informative insight on athletics but is no armchair quarterback when it comes to business.

She owned and operated one of the most successful It’s A Grind coffee franchises in Southern California. When we first met at her store in Mission Viejo, she mentioned briefly her “side business” of counseling athletes but went right back to a discussion on generating revenue for her store.

So what took her from pouring mochas to dispensing advice?

She was willing to experiment and self-promote in numerous ways, including radio appearances, speaking engagements and starting a non-profit.

She created partnerships and sought professional help, including our company, Waxpoetix.

Some things worked and some didn’t.

The path wasn’t always clear.

But she kept trying.

And because of that, Orange County has a new and unique voice for sports-oriented parents, players and fans.

By |December 4th, 2008|marketing|Comments Off on Just Do Something

Rock That Press Release

Marketing expert Kim T. Gordon (who inserts the T. to differentiate herself from Sonic Youth bassist Kim Gordon wrote a great piece for on what more you can do with a press release beyond the traditional distribution methods.

Maybe Kim T. Gordon can now help Kim Gordon with her “clothes for cool moms” biz she just launched in September called Mirror/Dash.

By |December 2nd, 2008|marketing|Comments Off on Rock That Press Release

With A Little Help From Our Friends

I am running into quite a few doom and gloomers in Orange County lately.

And I suppose they have good reason to be down and there is no need to list why.

We all know it’s rough right now.

But what are you going to do?

One answer is to reach out. Partner up. Get help.

One of the goals we are striving for at OCBizBlog is to have a steady increase of expert contribution on small business marketing in Orange County.

No one has a monopoly on great ideas and the more minds on OCBizBlog the merrier.

So if you are visiting this blog for the first time, contact us with great advice and we will post it.

Check out Tornado Marketing’s Adrianne Machina’s post on Building Trust, Small Business Marketing in a Recession Adrianne is an authorized Duct tape Marketing Coach and specializes in marketing software resellers and professional service companies.

By |November 26th, 2008|marketing, orange county, small business|Comments Off on With A Little Help From Our Friends

Social Media Backlash

This is a blog about small business marketing in Orange County.

But I can’t pass up the opportunity to share the Motrin Ad debacle. Johnson & Johnson just pulled this online ad for its over-the-counter pain pill Motrin after it triggered protest on the Internet from consumers who thought the ad was an insensitive portrayal of women’s pain.

The ad was launched over the weekend and was geared toward mothers who get back pain from carrying their babies in slings. But angry viewers quickly objected, voicing their opinions quickly and steadily on YouTube and Twitter and numerous blogs and social networks for moms.

After they pulled it, J&J issued some lame apology that could have been a real opportunity for conversation with their customers but they whiffed. The power of social media in full effect.

By |November 18th, 2008|marketing, social media|Comments Off on Social Media Backlash

How To Market Your Marriage

Who wouldn’t want to hang out with these guys? This is what a clever point of view (coupled with the ability to execute) can do to a tired worn-out tradition. When it comes to marketing, some folks like tradition. But you’re not some folks.

By |November 17th, 2008|marketing|Comments Off on How To Market Your Marriage