Before Web 2.0 made the world of marketing (sort of) easier, small business could pick up marketing ideas from the big guys. Now we have social networking sites, blogs and online communities.
Humm—the tables have turned. Wall St. Journal today has article about how Microsoft is actually taking a page from small companies with its new advertising campaign. (The economy must be worse than we thought.)
According to the article the ad campaign is “…using actual Microsoft customers to give the products more personality.” Customers like Coca-Cola, Nestle and Method (beautiful/useful hand soap +). The coolest person they’re using is CEO of Quicksliver, outdoor clothing and equipment maker.
The execs are talking about how technology (Microsoft) has helped their business. (Duh, small business knows that recruiting your raving fans is the best way to tell the story about your products/services. It’s how you find like-minded prospects.)
All sneering aside, the way Microsoft is capturing the testimonials is smart. “…their improvised lines were recorded by telephone, both to save money on production of the ads and to underscore the message that communications technology can be cheaper than travel.”
Small Business Leads-to-Sales Boost Alert:
Here is your homework if you need a way to jump start your customer conversations, leads and sales:
1. Pull out your list of your raving fan customers.
2. Call them and find out who’s willing to tell a great story about how your products help them: Save money. Speed up processes. Eliminate tasks. Insert what you do best [here].
3. Record them on a good old-fashioned telephone answering machine.
4. Post them on your blog, web site.
While you’re on the phone with your fans, ask them what else you can do to help them to get through this “economic tsunami”.
Let Your Customers Know You’re There
Or stop by and deliver coffee and bagels. Early in the am. Show them how much you care about them. We’re all in this together.
Here is the link to complete WSJ article, “Microsoft Stresses Savings” (subscription required).
Other ideas? Any good recommended providers to get audio, telephone recorded testimonials quickly up on a company’s web site. Easily? For non-techies?
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