Thanks to my friend Faris for bringing this old ad to my attention.As he say's, it is far more relevant today than the time that it was originally written.
Jeff Jarvis - in his book 'What would Google Do?' - sums it up well when he says: "your customer is your best ad agency".
Why?
A happy consumer is extremely valuable because they can tell their friends about you. When people talk to their friends in a positive way about your brand then that it's more powerful than any ad.
The internet has changed the game when it comes to talking positively about because social media is like word of mouth on steroids. Word spreads fast on-line (see Dominoes story)
If you are a smart brand marketer you will focus on delivering brand experiences that delight so that your consumers talk positively about it. The even smarter ones listen carefully to what is going on on-line and amplify anything positive that is being said.
Here's a good example.
I blogged last year about a fantastic holiday I had in Nikoi Island (see post).
They spotted my post (smart listening skills) and commented on it, offering me a couple of free cocktails on my next visit. They then linked my blog to their site which has resulted in loads of people clicking on my story, I assume before they commit to making a booking.
Later that year I won 'best blog about Nikoi Island.' The prize was 2 free days on the island.
The 'advertising' value they have had from me (on and off line) must have delivered them an excellent return on investment.
Take note. Think how you can delight consumers. It is worth it.
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