Regular visitors of this blog probably remember that a few weeks ago we organized a social marketing meetup. One of the people, willing to help out and introduced to me by young Thomas Van Orshaegen, was Alain Indria, owner of a “natural food” shop, Lombardia, in Antwerp that got international headlines when one day a journalist from the Wall Street Journal put his restaurant on the top five places to visit in Antwerp, Belgium. Alain was at that time at the Shanghai World Expo, passionately demonstrating his new creation, the GingerLove tea. Among his customers, Alain has a lot of famous people and he took care of the catering when stars such as Moby and others came to Belgium. His passion and enthusiasm struck me. But so did the way he used social media. Strategy? No, sir. Alain’s social media approach and his whole businesses thrive on three things: passion, an incredible sales drive and an excellent interaction with his community. But that’s not all. The amazing stuff still has to come!
Amy Tierney (Epsilon): fueling multichannel marketing programs through the voice of customers
Last month Epsilon’s Amy Tierney posted an interesting article about the need to tailor messages to remain relevant with customers on the Email Institute blog. We got the kind permission to post it.
The days of traditional “spray and pray” – the practice of sending out as many marketing messages as possible and seeing what sticks – are long over, Ernan Roman, president of Ernan Roman Direct Marketing, told attendees last month at the Direct Marketing Association’s Digital Marketing Days conference and expo.
Marketers now need to tailor their messages to remain relevant with customers.