Speak Out

Branding Builds the Foundation

Contrary to popular opinion, one-to-one marketing and branding are not in opposition to each other. To establish a relationship, there needs to be a solid foundation of understanding that allows for that relationship to begin. A brand that is properly developed and communicated to the customer creates that foundation. Blind dates can be exciting, but considering that the parties involved usually don’t know what they’re getting themselves into, they don’t generally lead to happy marriages.

A “multi-medium” brand is one that is recognized and communicated consistently throughout all distribution channels. In a one-to-one marketing environment, it is still important to consistently communicate the general brand message through every touch point with the customer. You don’t make an impression on a single interaction. People absorb portions of your overall message in pieces, even in very personal communications.

The “essence” of a brand is the fundamental meaning of what your product or service stands for. People draw very strong impressions based upon their ability to relate to your brand and may close off further interaction with you if they don’t have a perception of what you and your brand represent. As in all marketing, it’s a balance.

Brand relationships are very complex and they’re based upon the same type of emotional relationships people have with one another. If you understand the emotional needs of your customers and the relationships they have with your brand, you will better understand how to interact with them.

Multiple distribution channels can be tied together through information and technology, creating a consistent and cohesive message delivered each time you talk to your customer. You can personalize this through information gathered in your database and relationship management processes can be introduced across channels.

The focus needs to include each interaction with the customer across all distribution channels—from e-commerce to customer service to general and direct advertising. The data gained by managing each interaction with the customer can then provide insight into the next action.

In traditional direct marketing, multiple impressions are effective because the individual touch is usually limited to a very brief interaction. It’s not that different for relationship marketing, except you strive for much more personal interaction with the customer. The reality, though, is you usually have brief interactions that limit the impact of the message.

The more consistent you are about managing each customer interaction, the greater your chance of delivering your company’s value proposition. If you deliver diffused and different messages in each of your channels, you risk confusing your customer—and making them less valuable to you.

Stephen C. Horne
President
ANALYTICi
An FCB Co.
New York

One-to-One With Bite
Nobody likes going to the dentist. I am on the extreme side, actually living most of my adult life in paralyzing fear of dental exams, avoiding them for a few years. In your twenties it is easy to ignore health issues, but like most, as I left my twenties behind, I felt the need to take better care of myself, including returning to the dentist.

My dentist recruited me via direct mail. It was not his location that appealed to me, although being within walking distance of my home and having evening hours didn’t hurt. It was the way he appealed to me in the direct mail piece. The message gave me a feeling of security despite my abnormal dental fear. So I gave him a chance. How many people, especially in this industry, can say they chose a healthcare provider from a direct mail piece?

My first visit, I was very scared. I even dragged my significant other along. The receptionist was wonderful—very personal, never giving you that “behind-the-window” huffiness we’ve all experienced in medical offices. The hygienist was caring and understanding, never looking down on me the way I’d experienced in the past. Not only that, but she was so gentle, I began to feel that my fear had been unfounded even before the first visit was half over. Every hygienist I have seen since has been just as personable and reassuring to me. Continuity in their level of customer care—I was impressed again.

The dentist himself was very personable. He took the time to really talk to me, not just poke around in my mouth, mutter a few things and walk out. I never felt rushed or talked down to by him. Being a volunteer EMT in my spare time, I know how doctors can be sometimes, and finding one who can talk to you on a one-to-one level is a real gem.

The final test that pushed me to write this letter was as a week ago. I called the office with extreme jaw pain, and my usual dentist was not there. His partner agreed to see me right away, even working me in during the office lunch hour. When I arrived at the office, he came out personally to the waiting room to greet me. He greeted the other patient sitting next to me as well, adding that he makes a point to introduce himself to all the practice’s patients. Unheard of!

When the doctor examined me, he told me I had a severe muscle spasm in my jaw, caused by stress. He was so concerned for me, he told his receptionist to call an oral surgeon and make sure they saw me that very day, even stating, “This woman is in pain!” The first oral surgeon he referred me to was less than helpful. My dentist and his receptionist worked with me on the phone that day to find another surgeon who was able to help me the very next day. After I made the appointment, his receptionist even called me back to follow up and make sure I’d gotten an appointment right away. She also informed me that the dentist had promised not to refer patients to the other oral surgeon anymore! Seeing that the attention to customer satisfaction extended even to their referrals was such a breath of fresh air.

The next evening, I got a phone call from the dentist. He was calling me not from his office, but from his cell phone, on his own personal time. He said he was calling just to see how I was doing, and to make sure the oral surgeon was helping me and treating me appropriately. Personal follow-up—from a doctor no less! I was floored.

I have since written a thank-you note in which I enclosed my co-payment, and am now writing this letter. This dental practice has not only alleviated my fears of the dental world, but impressed me as a customer relationship and medical professional. Having been in the CRM business in various capacities for over 10 years, I take notice when a business stands out from the crowd in their relationship with me. And this one is definitely the tops!

Suellen Rosetti
Circulation Renewals Manager
Army Times Publishing Co.
A Gannett Co.
Springfield, VA

Negative Reinforcement
First, I must say I enjoy both Beth Negus Viveiros’ and Herschell Gordon Lewis’ columns. But I would venture to correct Mr. Lewis that THE really proper way to use the negative enforcer is:

“Do not bring that toy in here” instead of “Don’t…”

Dreadfully awaiting his reply…

C.J. Schmidlap
President
GA Labs
Jackson, WY

HGL replies: C.J. Schmidlap, yes, yes! You’re my kind of person. I promise to keep my toys outside. Other options do exist. For example, adding the word “ever” as in: “Don’t you [or Do not] ever bring that toy in here.” Isn’t it a joy figuring out ways to add more power to negatives?

Keep It Coming
I just wanted to say the September issue is the best to date. Keep “nuts and bolts” articles on the implementation of CRM programs coming, like “Taking Advantage” (on Boots the Chemist) and “Getting Your Bearings” (on the CRM technology landscape). They are great.

But don’t change the remaining stuff either. The magazine is a great resource. I learn something every issue and look forward to the next one.

Paul P. Lainis
ACNielsen
Global Retail Marketing
Stamford, CT

Correction
The name of OSF St. Joseph Medical Center in Bloomington, IL, was incorrectly stated in an article in our September issue.