A couple of weeks ago, a friend a mine asked me if he could pick my brain about developing his website. After talking for a while, I realized the questions he was asking were probably common for many professional service marketers as well. While he understood the basics of developing a website, his questions were more about the big picture and what makes an effective website.
In doing research on a couple of presentations for LMA and AAM, I had the opportunity to speak to a number of in-house marketing professionals at law and accounting firms regarding the client experience they were receiving from their service providers (vendors). Many with “long-term” existing relationships were generally happy; while others felt that their providers had strict policies regarding how clients had to adhere to “their” policies and processes. As a result, the firm didn’t have much of a chance to express their firm’s needs, culture and their goals. While this may work with some service providers it could never work in a marketing communication firm.
Last week, I participated in a focus group on modern technology. (I also received some nice coin for my time!) Shortly after we began, it was easily apparent that the subject was on the awareness of Intel processors. We talked a lot about performance and how relevant and important it was to our personal and professional lives.
When I was young I remember my father teaching me the difference between wants and needs. Whenever I would ask for something he would sometimes reply, “Now, do you need that or do you want that.” Now that I’m the adult I remember his words and while I still make impulse buys, when I’m considering a major purchase the lesson of wanting or needing always sticks in the back of my mind. Just ask my wife!