CRM - March 2009 - (Page 26) dvertisements can be broadly categorized into three buckets: the ones we see offhandedly and never think about again; those we see, scoff at, criticize, and eventually tire of and let blow over; and then the ones we can’t resist, the ones that stick with us when we go to make a purchase. These are the ones we have to send to a friend—if you loved it, they must!— the ones we have to talk about because if we don’t, someone else certainly will. Amazingly, the campaigns that stick these days are the ones that don’t feel like campaigns. Therein lies the Catch-22: 26 a “Buzz” is an extremely powerful metric, but equally difficult to measure. Given today’s economy, executives want tangible proof, which makes creativity a tough sell. Certainly, executives are warranted in their skepticism. Not every innovative campaign can guarantee success, nor is every successful campaign innovative. Burger King, for example, has unleashed its share of innovative campaigns within the past couple of years—most of which could never explicitly prove their worth in hard returns. Lisa Bradner, principal analyst at Forrester Research, points to the fast-food company’s 2004 Subservient Chicken campaign as a “buzzworthy campaign that got lots of attention, interest, and clickthroughs but didn’t raise chicken sales.” Its “Whopper Virgin” campaign last December aroused controversy, namely from consumers who were infuriated by what some perceived as a hint of Western superiority. (The campaign asks,“What happens if you take remote Chiang Mai villagers who have never seen a burger? Who don’t even have a word for burger?”) Just a month later, the burger chain served up the “Whopper Sacrifice”: De-friend 10 friends on Facebook for a free Whopper. Less than two weeks— and 233,906 sacrificed friendships—later, www.destinationCRM.com CUSTOMER RELATIONSHIP MANAGEMENT | MARCH 2009 http://www.destinationCRM.com
Table of Contents Feed for the Digital Edition of CRM - March 2009 CRM - March 2009 Contents Front Office Reality Check Customer Centricity The Tipping Point Stay Tuned Stimulating Citizen Experience CRM on Twitter Retailers Face Reality Making Relationships Matter Required Reading We the People Innovation Nation CRM and the iPhone Looking to Score The Virtual Welcome Mat A Tough Transition Made Easier A Training Regimen Gets Rigorous A Battle Fought from Afar Secret of My Success Re:Tooling Connect Pint of View CRM - March 2009 CRM - March 2009 - CRM - March 2009 (Page Cover1) CRM - March 2009 - CRM - March 2009 (Page Cover2) CRM - March 2009 - Contents (Page 3) CRM - March 2009 - Contents (Page 4) CRM - March 2009 - Contents (Page 5) CRM - March 2009 - Front Office (Page 6) CRM - March 2009 - Front Office (Page 7) CRM - March 2009 - Reality Check (Page 8) CRM - March 2009 - Reality Check (Page 9) CRM - March 2009 - Customer Centricity (Page 10) CRM - March 2009 - Customer Centricity (Page 11) CRM - March 2009 - The Tipping Point (Page 12) CRM - March 2009 - The Tipping Point (Page 13) CRM - March 2009 - Stay Tuned (Page 14) CRM - March 2009 - Stimulating Citizen Experience (Page 15) CRM - March 2009 - CRM on Twitter (Page 16) CRM - March 2009 - Retailers Face Reality (Page 17) CRM - March 2009 - Making Relationships Matter (Page 18) CRM - March 2009 - Required Reading (Page 19) CRM - March 2009 - We the People (Page 20) CRM - March 2009 - We the People (Page 21) CRM - March 2009 - We the People (Page 22) CRM - March 2009 - We the People (Page 23) CRM - March 2009 - We the People (Page 24) CRM - March 2009 - We the People (Page 25) CRM - March 2009 - Innovation Nation (Page 26) CRM - March 2009 - Innovation Nation (Page 27) CRM - March 2009 - Innovation Nation (Page 28) CRM - March 2009 - Innovation Nation (Page 29) CRM - March 2009 - Innovation Nation (Page 30) CRM - March 2009 - Innovation Nation (Page 31) CRM - March 2009 - CRM and the iPhone (Page 32) CRM - March 2009 - CRM and the iPhone (Page 33) CRM - March 2009 - CRM and the iPhone (Page 34) CRM - March 2009 - CRM and the iPhone (Page 35) CRM - March 2009 - CRM and the iPhone (Page 36) CRM - March 2009 - CRM and the iPhone (Page 37) CRM - March 2009 - Looking to Score (Page 38) CRM - March 2009 - Looking to Score (Page 39) CRM - March 2009 - Looking to Score (Page 40) CRM - March 2009 - Looking to Score (Page 41) CRM - March 2009 - Looking to Score (Page 42) CRM - March 2009 - A Tough Transition Made Easier (Page 43) CRM - March 2009 - A Training Regimen Gets Rigorous (Page 44) CRM - March 2009 - A Battle Fought from Afar (Page 45) CRM - March 2009 - Secret of My Success (Page 46) CRM - March 2009 - Re:Tooling (Page 47) CRM - March 2009 - Connect (Page 48) CRM - March 2009 - Connect (Page 49) CRM - March 2009 - Pint of View (Page 50) CRM - March 2009 - Pint of View (Page Cover3) CRM - March 2009 - Pint of View (Page Cover4)
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