What Your Customers Want
Your customers don't know what they want. And to assume otherwise is folly. When you begin relying totally on customers to be your product development department, you are asking for serious trouble.
I am not saying that you should discount customer input. However, asking customers what they want is a marketing question and requires experienced marketers to answer.
Marketers have the objectivity to look at the marketplace, see through the consumer's self-deception and discern the answer to a tough question that requires some serious analysis.
It is behavior that you need to be learning about from your consumers. Ask them questions that will get to the heart of how they use your products and services. This is where their experience is crucial.
Let's take an example to illustrate the difference between a "what do you want" and "what do you do" question. Krispy Kreme, the world's best donut-maker, did some customer research in the 1980s to learn more about the customer experience.
They didn't ask, "what do you want in a donut?" They asked questions like, "what do you like about Krispy Kreme?" and "when do you buy donuts?"
Answers to those questions helped them redesign the Krispy Kreme experience. They learned that people were happiest when the donuts were hot. Additionally, they heard loud and clear that consumers had no idea when the hot donuts were coming down the conveyor belt. Voila! The "Hot Now" sign was born.
Consumers said they often were in a hurry, heading to a morning meeting when they stopped for donuts. Customers did not like having to stand in line to wait for the sweet treats. From this, marketers decided to install drive-in windows.
If they had asked customers "what do you want in a donut," they may have produced some low carb abomination that would have crashed to the floor like a heavy Dunkin Donut. Friends, when you want a donut, the last thing you are thinking about is carbs.
So, ask the right questions of your consumer, then let the right people review the research and everyone benefits.
Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Wicked Choppers.
 Google News Updated : Fri, 05 Sep 2008 02:05:17 GMT GOP Convention Spin, Part II - Newsweek
Newsweek - Palin trips up on her facts, and Giuliani and Huckabee have their own stumbles on Night 3 of the Republican confab. By Viveca Novak | factcheck. Video: Former New York Mayor Rudy Giuliani Full Speech at the RNC Palin packs a punch Publ.Date : Fri, 05 Sep 2008 00:41:06 GMT Roger Federer advances at US Open - Los Angeles Times
Los Angeles Times - Elise Amendola / AP Roger Federer of Switzerland defeated Gilles Muller of Luxembourg, 7-6 (5), 6-4, 7-6 (5), to reach the semifinals of the US Open. Federer Rolls Past Muller Federer's year of living defensively - Tennis Publ.Date : Thu, 04 Sep 2008 22:39:50 GMT Bush advised to back modest troop cuts in Iraq - Reuters
Reuters - By Andrew Gray WASHINGTON (Reuters) - Top US defense officials have recommended that President George W. Bush withdraw one combat brigade from Iraq but not until early next year, Pentagon sources said on Thursday. Military officials: No troop cuts this year Sources: Bush advised to delay troop cuts in Iraq Publ.Date : Fri, 05 Sep 2008 00:06:35 GMT Cheney seeks to bolster Ukraine - BBC News
BBC News - US Vice-President Dick Cheney is in Ukraine on the last stop on his tour of the region aimed at showing support for US allies in the former Soviet Union. Video: Cheney Slams Russia for War Against Georgia Conflict in Georgia May Raise Pressure on Russia’s Oligarchs Publ.Date : Thu, 04 Sep 2008 18:52:03 GMT Rescuers can't get aid to starving Haitian city - The Associated Press
The Associated Press - GONAIVES, Haiti (AP) - The convoy rumbled out of the UN base toward a flooded, starving and seething city Thursday, carrying some of the first food aid since Tropical Storm Hanna drowned Gonaives in muddy water three days ago. Sorrow and hunger overwhelm Haitian storm shelter At least 90 killed as tropical storm Hanna passes by Haiti Publ.Date : Fri, 05 Sep 2008 01:01:18 GMT Work by Hopkins team lights way to cancer 'milestone' - Baltimore Sun
Baltimore Sun - By Frank D. Roylance | frank.roylance@baltsun.com Researchers cataloging the genetic codes of deadly human brain and pancreatic cancers say they have found several dozen defective genes that appear to work in concert to set off the tumor growth that ... Gene trawl shows curing cancer harder than thought Genetic Mutations Linked to Deadly Cancers Publ.Date : Fri, 05 Sep 2008 00:10:52 GMT Gustav’s Rains Delay Cup Playoffs - New York Times
New York Times - By LARRY DORMAN ST. LOUIS - Torrential rain from the remnants of Hurricane Gustav drenched the Bellerive Country Club on Thursday and washed out the first round of the BMW Championship, the third of four events in the PGA Tour’s FedEx Cup playoffs. Hit the virtual green with new 'Tiger' golf game 'Tiger Woods' tops this season's golf games Publ.Date : Thu, 04 Sep 2008 23:09:34 GMT RSS Software |
PARLOT::Ebooks, Scripts,
Websites, and more... The biggest secret to success in business is to always... Read More In Part 1 -- http://www.websitemarketingplan.com/online/profit.htm -- I discussed how to... Read More "Buy this magazine or we'll shoot the dog," went a... Read More "Kevin, are you saying I need to go to Networking... Read More Make a vow to keep up your marketing schedule in... Read More With the arrival of Spring, I decided to get outside... Read More Some of the research that has been done today gives... Read More As the owner of a creative services boutique - I... Read More A brand is the essence of who you are. The... Read More You have a great product or service? Now, how should... Read More Want to learn how to lose a billion dollars?Just follow... Read More No matter if you're publishing your first book or producing... Read More How does a marketing plan relate to an organization's communications... Read More Direct marketing is built on four things. The other way... Read More Organizations often get stuck in neutral when it comes to... Read More How often do you sit around and wonder how to... Read More Marketing can be expensive. It doesn't have to be, but... Read More Expanding your subscriber list, whether it be for your ezine,... Read More It's a sunny morning and you're sitting in your office.... Read More There is a simple but almost mystical law which governs... Read More Toby is one of our two family pets (both cats).... Read More There are so many competitions by running business. So you... Read More The Rib America Festival is a fun filled family event... Read More 1) Word of mouth is the most cost-effective, powerful form... Read More Dear Friend,You're ripping me off.How? You may be thinking, "We... Read More
Adsense
websites
Your Ultimate Competitive Advantage
Profitable Marketing Programs Part 2: Figuring Break Even Point
How to Connect Features and Values
Networking Events ? Lose the Fear and Gain the Benefits
Marry Your Marketing Plan
Spring Cleaning: How To Do It In Your Business To Make More Room For Success
The Advantage and Consequences of New Economy Marketing
Preventive Marketing Offers Small-Mid Sized Business Owners An Ideal Way To Maximize Their Results
Basic Brand Building
The Marketing Recipe: Money, Marketing and Me ? 3 Keys For Success
Marketing Strategies to Put Yourself Out of Business
The Marketing Funnel: Simple, Effective Marketing Strategy
Is A Marketing Plan The Same Thing As A Communications Plan?
These Four Things Will Make Your Direct Marketing Successful
Second Dose Of Marketing Vitamins
Raise Your Income!
How to Save Thousands on Your Marketing
21 Ways To Expand Your Subscriber List
Wise Man Marketing
Postcards ? Picture Perfect Promotion
What Our CAT Taught Me About Marketing!
How to Booste Your Profit Quickly
Spice It Up! Rib Festival Teaches Us About Product Value
10 steps to promote your business
Unleash the Powerful Promoter Within
Affordable and Reliable Web Hosting Starting at $4.49/Month
Always On Stage - 3 Quick Tips for Trade Show Exhibitors
Do you feel uncomfortable when you're in the trade show... Read More
Small Business Bonzai Marketing
Do you own a small business? Do you wish to... Read More
Why Great Companies Survey: Martian Logic!
If an alien civilization from Mars was planning a friendly... Read More
Increase Your Profits Through Customer Loyalty
The job of convincing your existing customers to spend higher... Read More
Refresh Your Web Site
So you have a Web site. And so does most... Read More
Consistent Marketing Provides Big Rewards
Being inconsistent when it comes to marketing your business can... Read More
Marketing Effectively to More Than One Audience
What's a small business owner to do if they have... Read More
Top 5 Kick Butt Marketing Requirements
Cinch your success with 8-second leaders! Step into the saddle... Read More
Radio Advertising Works With These Tips!
Advertising on the radio can be an effective lead generation... Read More
Marketing Worksheet
Even the world's best marketing strategy won't work for you... Read More
Renting Your Mailing Lists to Others
RESOLVING THE "PROPRIETARY" DILEMMA... SHOULD YOU RENT YOUR OWN MAILING... Read More
How To Make More Money
The biggest crime in small businesses today goes unnoticed by... Read More
Five Cheap Tricks for Promoting Your Business
If you're like me, you're always looking for ways to... Read More
Real Estate Investing - Writing Killer Postcards to Attract Motivated Sellers!
So many of you have been telling us that you're... Read More
The Top 10 Ways to Market your Business or Professional Practice Without Networking
While focused, strategic networking is usually the most efficient way... Read More
Getting The Big Picture Series: Part 2-Whats Beneath The Surface?
When you take a piece of gold to a pawn... Read More
How To Use The Og In All Of Us To Make More Money
5000 B.C. -- somewhere near a cave in MontanaOg the... Read More
Medias Dirty Little Secret
I'm constantly amazed by all of the media reps from... Read More
Loan Officer Websites: Your Marketing Hub to Magnetize Realtors
Too many loan officer websites look like congested intersections, information... Read More
Top 10 Ways to Create and Manage Opportunity
Most of us are used to the concepts of risk... Read More
Top 5 Design Tips to Create Eye-Catching Marketing Materials
Great graphic design looks effortless, but it requires lots of... Read More
Tracking Your Way to the Top!
I often wonder how people without a plan know where... Read More
The Great Direct Marketing Conundrum
Many a home business owner has spent sleepless nights thinking... Read More
The Future of Marketing Part 1
It used to be if you were a small business,... Read More
Use The Neglected Weapons In Your Marketing Arsenal
Business marketers have a lot of weapons in their arsenals... Read More
Marketing |