“A Great Experience is Your Best Marketing”

This week I took part in a webinar sponsored by social business platform provider blueKiwi along with Chess Media’s Jacob Morgan. It was a great talk, and you can grab a replay here.

One of the interesting points (or bon mots since blueKiwi is a French company) that came out of the talk was something I muttered: “creating a great experience is your best marketing.” Thanks to Jacob for reminding me of this utterance after the fact.

I think this is a really, really important idea. Very often prospects and customers and well everyone comes up to me and asks me “Martin, you are so wise and knowledgeable about the social media revolution (OK, well maybe I’m making this part up) – where should I start?” And I think the answer, really, is not to “start” any social initiatives.


Ok, let me explain. What I mean is, do not start any initiatives that you cannot back up with consistent and complete processes. Do not lead yourself down a dangerous path. Insure that the right people are on board and that everyone is united in actually delivering on whatever it is that differentiates your business. (If nothing makes you different, then I can’t help you.)

Look, service and experience is trumping price right now. Creativity and consistent service is what helps brands stand apart these days. And if that great experience only happens via social channels – then there is a problem. If only a few people in your company can provide the right answers, support, service, etc. – there is a problem.

I’ve said it a lot and I’ll say it again – do not let social be a band aid and be careful not to lump social as a separate entity or silo.

Social should support an existing yearning – supported by a real strategy – to provide a great experience for your customers. If you are doing the right things to make your customers want to come back – moving those interactions into the social realm is a cake walk in comparison.

5 thoughts on ““A Great Experience is Your Best Marketing”

  1. Martin
    Thank you for the compelling presentation yesterday. You are absolutely right that differentiating through customer experience is the best form of marketing. Being “legit” and backing up customer promise is key critical. Very good food for thought.

    Thanks from me and the Kiwis.

  2. Martin,
    Very good article, I especially like the “Martin, you are so wise and knowledgeable…” part. Nice plug.
    But really, I want to piggyback on what Blake said and add on a lesson from one of my college marketing teachers. One of his biggest points that he harped on all semester was to “own” something. Every company out there has the “best product,” sells for the “best price,” and also provides the “best value.” These are all very vague descriptions that carry no weight and are basically buzz words. However, this teacher taught us that there is some trait, something that each company does, that makes them better than the rest and unique against the competition. A company must harness this trait and own it. Like you, he would tell us “If nothing makes you different, then I can’t help you.” All employees, from front line to senior management need to know what their company owns, promote it, act on it, and be proud of it.
    I hope this provides another way to look at your thoughtful ideas. As Blake said, very good food for thought. Keep it up.

  3. Alex,

    Thanks for the great comment – please keep reading and joining the conversation.

    I agree – something has to set you apart. It MAY be the customer service you provide in a unique way (Zappos for example) or it may be something else not necessarily “customer service” but the experience that someone receives (either in the buying process if you’re a commodity or with the product or service itself) must be consistent and elevated above the competition. Couldn’t agree more.

    Hope to hear more from you Alex!


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