Greetings!
My recent reacquaintance with La-Z-Boy (I just wanted to know how to spell it) has reintroduced me to a company that seems to have done it right (or is that "rightly"?) over time. Their site sucked me in with a nice history section (see it here) that told the tale of an American manufacturer who has remained fresh and relevant for over eighty years.
The Moral of the Story:
- Plug into the culture. Their leveraging of "Armchair Quarterback" and "rocking babies to sleep" to market their lead product are great examples.
- Refresh your offering: The "otto-matic" footrest innovation came along in the 50's, 40 years after the brand debuted. And now La-Z-Boy is "going green" with the rest of us.
I am sure the company had its missteps along the way, but their focus on a core strategy seems to be working!
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Twitter? Not so faddish as Marketers think!
Folks who have followed my rants for a while know that I am not a huge fan of Twitter. The silliness continued this month when I tweeted a favorable post about Valvoline's new product guarantee. (See that subject via my blog post.)
Two days later, Valvoline itself signs up to follow me on Twitter. Hmmm. Thanks, but why?
And more proof of silliness from Harris Interactive pollsters:
It appears that the Marketing/Advertising profession is the driving force behind the lionization of Twitter. To wit:
"Harris Interactive's new study with LinkedIn
Research Network suggests advertisers are a lot more optimistic about the
staying power of that web platform for pointillist pontification than regular
people...
about 45% of marketers polled felt Twitter will grow
exponentially, while two thirds of consumers said they didn't have an opinion,
and only 12% of the latter said it is something young people and the media will
use. Eight percent of consumers said Twitter is already a digital has-been."
Here is a link to a fuller write up.
'Nuff said. If your company isn't all a-twitter about tweeting, don't yet sweat it, as long as you are doing other fun and interesting consumer outreach. |
