It’s a tough battle out there every day for us direct marketing types. And teams—agency and client—often could use a little something to get us fired up for the next campaign.
Herewith, Direct Marketing News Magazine’s list of songs to get the job done:
The customer acquisition song: One Way or Another – Blondie
The lyrics: “One way or another I’m gonna find ya. I’m gonna getcha, getcha, getcha, getcha. One way or another I’m gonna win ya. I’m gonna getcha, getcha, getcha, getcha.”
Takeaway: Stalker message aside, the thought is apropos: whether it’s mail, email, text, social, or any other number of channels, we leave no stone unturned in matching likely prospects with the right media in which to reach and persuade.
The customer journey song: You Can’t Hurry Love – The Supremes
The lyrics: “You can’t hurry love. No, you just have to wait. She said, ‘Love don’t come easy. It’s a game of give-and-take.’ You can’t hurry love. No, you just have to wait. You gotta trust; give it time. No matter how long it takes.”
Takeaway: Sometimes it takes time! We’re not gonna win over a prospect in the first touchpoint. Ad it takes repeat customer positive experiences to create a loyal brand advocate. Patience!
The unsubscribe song: Bye, Bye, Bye – NSYNC
The lyrics: “I loved you endlessly when you weren’t there for me, so now it’s time to leave and make it alone. I know that I can’t take no more. It aint no lie. I want to see you out that door. Baby, bye, bye, bye.”
Takeaway: Give a customer a poor service experience, and that customer will leave. Truth. Today there are many options for consumers, who don’t need to put up with mediocre products, service and experiences.
The preference song: Wannabe – Spice Girls
The lyrics: “Now don’t go wastin’ my precious time. Get your act together. We could be just fine. I’ll tell you what I want, what I really, really want. So tell me what you want, what you really, really want.”
Takeaway: Asking customers what they want is the best way to ensure that we meet their expectations. Determining preference is strong step toward delight, including discovering what kind of messages customers want to receive, how often they want to receive them, and through which channels.
The win-back song: I Want You Back – The Jackson 5
The lyrics: “Oh, baby give me one more chance [to] show you that I love you. Won’t you please let me back in your heart? Oh, darlin’ I was blind to let you go (let you go, baby). But now since I see you in his arms, I want you back.”
Takeaway: So we’ve screwed up somewhere and it’s winback time! Slap a little MJ and fam on the loudspeaker, because we’ve got our work cut out for us. This time, it’s do-or-die: no third chances to fix the customer problem.
The personalization song: Say My Name – Destiny’s Child
The lyrics: “‘Cause I know how you usually do—when you’re saying everything to me times two. Why can’t you just tell the truth? If somebody’s there, then tell me who. Say my name. Say my name.”
Takeaway: The Beyhive knows this: give it to me with my name on it, or forget it. Customers want personalized experiences today, and they can smell a mistargeted offer or message from a mile away. Be honest, y’all: don’t be claiming this offer is just for a customer when it’s going out to the entire block.
The omnichannel song: Any Way You Want It – Journey
The lyrics: “Any way you want it, that’s the way you need it. Any way you want it.”
Takeaway: Yup. that’s the impression we need to leave with customers. Customers are in control, so we need to be ready to engage when they are.
The customer experience song: Never Gonna Give You Up – Rick Astley
The lyrics: “Never gonna give you up. Never gonna let you down. Never gonna run around and desert you. Never gonna make you cry. Never gonna say goodbye. Never gonna tell a lie and hurt you.”
Takeaway: Hum this to your customers as you message and strategize. Every customer loves a love song, and this is it. It’s easier and whole lot less costly to keep a loyal customer than to go out and find another. Rick says so.
The team motivation song: Eye of the Tiger – Survivor
The lyrics: “So many times it happens too fast. You trade your passion for glory. Don’t lose your grip on the dreams of the past. You must fight just to keep them alive. It’s the eye of the tiger. It’s the thrill of the fight. Rising up to the challenge of our rival. And the last known survivor, stalks his prey in the night, and he’s watching us all with the eye of the tiger.”
Takeaway: It worked for Stallone, right? When the challenge is tough (beating an unbeatable control, staving off fierce competitive marketing campaigns, winning back errant customers, to name a few), rock this Rocky to victory.
What’s on your playlist?
Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn