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Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results Hardcover - 2013
by Garfield, Bob, Levy, Doug
- Used
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Details
- Title Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results
- Author Garfield, Bob, Levy, Doug
- Binding Hardcover
- Edition International Ed
- Condition Used - Very Good
- Pages 240
- Volumes 1
- Language ENG
- Publisher Portfolio, New York NY
- Date 2013-03-07
- Illustrated Yes
- Bookseller's Inventory # BOS-D-05f-01885
- ISBN 9781591845775 / 1591845777
- Weight 0.95 lbs (0.43 kg)
- Dimensions 9.1 x 6.3 x 1.2 in (23.11 x 16.00 x 3.05 cm)
- Ages 18 to UP years
- Grade levels 13 - UP
- Library of Congress subjects Marketing, Relationship marketing
- Library of Congress Catalog Number 2012285686
- Dewey Decimal Code 658.812
About More Than Words Inc. Massachusetts, United States
Biblio member since 2016
More Than Words empowers youth who are in foster care, court-involved, homeless or out of school to take charge of their lives by taking charge of a business. MTW believes that when system-involved youth are challenged with authentic and increasing responsibilities in a business setting, and are given high expectations and a culture of support, they can and will address personal barriers to success, create concrete action plans for their lives, and become contributing members of society. More Than Words began as an online bookselling training program for youth in DCF custody in 2004 and opened its vibrant bookstore on Moody St in Waltham in 2005 and added its Starbucks coffee bar in 2008. MTW replicated its model in the South End of Boston in 2011, thereby doubling the number of youth served annually.
30 day return guarantee, with full refund including original shipping costs for up to 30 days after delivery if an item arrives misdescribed or damaged.
Summary
Today’s brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where “likes” stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . .
As Lennon and McCartney wrote a half century ago, money can’t buy you love. But in today’s world, where people have become desensitized—even disillusioned—by ad campaigns and marketing slogans, that maxim needs an update: Money can’t even buy you like.
That’s because we’ve entered the “Relationship Era,” where the only path for businesses seeking long-term success is to create authentic customer relationships. Not through hip social media promotions, viral videos or blizzards of micro-targeted online ads. Those tactics, which simply disguise old ways of thinking with new technology, just don’t work in the long run.
So what does work in this bewildering new era? Where do “authentic customer relationships” come from? The answers will make some leaders sigh with relief while others rip their hair out: Honesty. Transparency. Shared values. A purpose beyond profit. Sure you still need a high-quality product or service to offer, but that’s not enough. Now that people can easily discover everything that’s ever been said about your brand, you can’t manipulate, seduce, persuade, flatter or entertain them into loyalty. You have to treat them like flesh-and-blood human beings, not abstract consumers or data points on a spreadsheet.
It may sound like the woo-woo language of self-help books and inspirational wall posters. But as Garfield and Levy show in this book, it’s the deadly serious reality of business in the 2010s. It’s why General Motors abandoned its $10 million annual budget for Facebook ads, and why some brands have hurt themselves badly on social media by nagging, interrupting, abusing and generally ticking off their customers.
The good news is that some companies have already embraced the Relationship Era and are enjoying consistent growth and profits while spending substantially less on marketing than their competitors. The authors show what we can learn from case studies such as . . .
As Lennon and McCartney wrote a half century ago, money can’t buy you love. But in today’s world, where people have become desensitized—even disillusioned—by ad campaigns and marketing slogans, that maxim needs an update: Money can’t even buy you like.
That’s because we’ve entered the “Relationship Era,” where the only path for businesses seeking long-term success is to create authentic customer relationships. Not through hip social media promotions, viral videos or blizzards of micro-targeted online ads. Those tactics, which simply disguise old ways of thinking with new technology, just don’t work in the long run.
So what does work in this bewildering new era? Where do “authentic customer relationships” come from? The answers will make some leaders sigh with relief while others rip their hair out: Honesty. Transparency. Shared values. A purpose beyond profit. Sure you still need a high-quality product or service to offer, but that’s not enough. Now that people can easily discover everything that’s ever been said about your brand, you can’t manipulate, seduce, persuade, flatter or entertain them into loyalty. You have to treat them like flesh-and-blood human beings, not abstract consumers or data points on a spreadsheet.
It may sound like the woo-woo language of self-help books and inspirational wall posters. But as Garfield and Levy show in this book, it’s the deadly serious reality of business in the 2010s. It’s why General Motors abandoned its $10 million annual budget for Facebook ads, and why some brands have hurt themselves badly on social media by nagging, interrupting, abusing and generally ticking off their customers.
The good news is that some companies have already embraced the Relationship Era and are enjoying consistent growth and profits while spending substantially less on marketing than their competitors. The authors show what we can learn from case studies such as . . .
- Patagonia, a clothing company with a passion for environmentalism, which solidified its customer relationships by urging people NOT to buy one of its jackets.
- Panera Bread, which doubled per-store sales by focusing on ways to create a welcoming environment while spending just 1 percent of sales on advertising.
- Secret, the women’s antiperspirant brand, which gained significant share by focusing on its commitment to strong women.
- Krispy Kreme, which has built a near cult of loyal Facebook and Twitter fans, all but obliterating the need for paid advertising.
