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In recent months, the protocol for identifying specific members of a target audience is shifting dramatically. I saw a great example recently, it is the online, community-based tool called Jigsaw. It is the first online tool of its kind to mature to the point where its impact in the B2B marketing space will soon be felt. In the past, companies like Hoovers and OneSource have provided “all-you-can-eat” detailed prospect lists usually for an annual membership fee, usually costing thousands of dollars annually. For smaller B2B businesses, these fees are simply not part of the budget. In addition, traditional information resources are only able to update the information quarterly or yearly. This is unacceptable.

Again, we see the model changing by making access to the data free of charge. For Jigsaw, it is a points based system where you earn points for making contributions to the database. The more data you contribute, the more points, or credits, you earn. This model encourages members to submit information from their own CRM. Now: the information you have provided, such as a valid email address, is now up for grabs to anyone using this free Internet tool. So, once again we face a privacy issue. Read on.

The most important thing we should all learn from this is that your information will be out there quicker than ever before. It is logical that this model will eventually include consumer personal information. Does that scare you? It shouldn’t. The more information a marketing organization has on a contact, the more relevant their communication will be with the consumer. (usually including a value exchange) ROI and technically-savvy business development teams will gravitate towards these tools and eventually, we all agree the broadcast method of marketing will go away.

The benefit? Your direct mail and email solicitations include only the content you’re interested in. So go ahead and express your business and personal interests in these tools voluntarily. Don’t you think Facebook and Linked-In are already determining your preferences, trends, etc.?

BECAUSE THEY CAN

Our clients expect exceptional service and an exceptional product. Why? Because they can! If they don’t feel like they are getting just that, they’ll take their budgets elsewhere to get it.

PHONE IT IN

Sure, sure. Everyone knows this deep down, right? But in a distressed economy, best be sure this concept is front and center. Now is not the time to “phone it in.”

Whether you are a fellow marketer or CEO of a major corporation, how we service our clients has just as much weight (if not more, in some cases) as the quality product we produce.

In my case, the product we produce is strategic marketing programs for Affinity brands. While the quality of our creativity is ultimately in the eye of the beholder … some wouldn’t know good creative if it “sat on their lap and called them ‘mama’” … proactive communication, astute budget management, measurable results and making your client look like the hero are all universal pluses we must continually leverage in order to establish and retain our solid client relationships.

THE PENDULUM SWINGS

Ultimately, history has proven that the economy is a pendulum that will eventually swing back in your favor. In the meantime, the customer service skills and practices we hone in these times of lean can make us more effective and competitive when opportunity once again abounds.

We purchased a 2003 Softail in July with the intent of joining some friends at Sturgis in South Dakota this year. In preparation for our trip, we absolutely had to invest in new apparel. Of course we purchased ALL Harley Davidson branded items…boots, shirts, hats, helmets, gloves, leather jackets, etc. As previous ‘Quad’ enthusiasts, we couldn’t wear our “FOX” apparel while riding our Harley! To mix another brand with HD would be “not cool”.

With doubts about riding our new hog for 14 hours, we decided to tow a trailer. As we pulled away from Kansas City toward Sturgis, we began to see other riders on the way as well. I noticed that with every passing vehicle pulling a trailer of bikes, or biker riding their Harley, my husband gawked out the window and gave them each a big wave. I found this rather humorous considering we were recent Harley Davidson purchasers. My husband would’ve never waved to anyone on a Harley, previous to our purchase!

Once we arrived at Sturgis, and the days passed, I noticed something else. Because of our choice of brands, we automatically BELONGED to something. It was an initiation without the rite of passage ceremony. We experienced an immediate acceptance into a new community of friends. How cool was that!

When you think about Harley Davidson, you automatically think motorcycle. However, it’s not just about the motorcycle. This brand is huge and few brands are as big as this. It’s life changing; a brand that goes way beyond just motorcycle. A true Affinity Brand for people from all walks of life, and they are slavishly devoted to it.

Way to go HD!

Whenever my wife and I have a couple of days available for an escape we head East and end up spending a couple of nights in what is fast becoming our favorite, short term get-away. Many people, even within the state of Missouri have never heard of Hermann, yet it’s a town we’ve developed a real affinity with. As I’ve thought about this I’ve decided it’s as much about what Hermann isn’t as what it is.

If you’re looking for a place where you can get lost in a book, stroll quiet streets, hear the sounds of insects or enjoy a glass of wine while watching the sunset over the Missouri River, then Hermann is your kind of place. If you want a lot of fast-paced entertainment, hip nightlife, and up-scale boutiques you won’t find any of that in Hermann. Because of what Hermann is and isn’t, we have a true romance with Hermann; a heart connection. I guess that’s why we feel such a strong affinity with this small Missouri town.

Established in 1837 by a visionary group of German immigrants it’s doubtful there was ever the intent of creating anything more than a great place to live and raise their families. In more recent years several entrepreneurs have purchased many of the area wineries and Bed & Breakfasts (or started their own) in pursuit of their own dreams. As their business ventures have gained success so has the popularity of this river community. However, I don’t think that either the founding fathers or the “reviving” fathers set out to make an Affinity Brand of their town. Instead, I believe they followed their own passions, their own hearts and created something that found resonance deep within their souls.

Affinity Brands tend to be born out of passion more than plan. They don’t’ usually appeal to the masses but a smaller group of people who value what the brand represents and offers. Sure, they can have broad appeal, and frequently they do but they’re not for everyone, and that in itself is part of the attraction. So, if you find yourself traveling on Interstate 70 between Columbia and St. Louis and see the exit for Hermann, venture south a few miles and see what kind of appeal this Affinity Town holds.