June 2009 archive

Trendwatching Made Easier

Staying on top of trends is a key to serving consumer markets. Companies that can identify trends and react are at a natural advantage.
With so many potential sources for information, it can be daunting to keep an eye on the things that matter. Use a combination of Google and Firefox to make it easier.
To start, get Firefox. Then get the excellent SEO for Firefox addon installed and set up the way you like it. The plugin adds useful information and links to search engine results pages like Google’s.
Once that is ready to go, head to http://www.google.com/insights/search. There, you can get information on the topics you’re interested in. If you’re looking to sell products in the U.S., you can filter the query to only apply to product searches in your geographic area. Submit your query and you’ll get a bunch of useful tidbits. The information we’re interested in is “rising searches,” located in toward the end of the right hand column.
The rising searches section shows the queries that have recently become more popular. They aren’t the most popular over all, they’ve just been moving up lately. If the results look like the kind of thing you’re interested in, click on the icon below to add it to your iGoogle homepage.
Adding the Insights for Search gadget effectively creates a persistent search query for any term that rising up the charts. You can fill one of your tabs with a bunch of variations on your search and create a trends dashboard. Google also makes it easy to jump off of the gadget to learn more about the emerging trend. Mouse over a term, then click the g icon to go to a SERP. From there, SEO for Firefox takes over.
Instead of the regular results page, you’ll get a truck load of enhanced features that are great for research. You can see the sites that are already ranking for that term, along with their estimated traffic and number of backlinks. If the sites look weak, you could consider creating content to compete with the sites and capitalize on the emerging topic at hand.
Underneath the query box, you’ll also see other research tools. You can quickly see how much it would cost to compete with PPC ads for the term and about how often the term is searched each month.
All of these tools are already available, but the Google/Firefox combo makes the task easy enough to keep an eye on things each day.

When Going for Word of Mouth, Sweat the Small Stuff!

It’s easy to ignore an acceptable business transaction, one that fulfills all or most of a customers expectations. But if a company can deliver the must-haves first AND surprise the customer with more, it will be hard for the customer to avoid spreading the word.
I ordered some business cards from Moo the other day. They are not like other web based printing companies and that’s a good thing. The thing that made my experience really fun and memorable, and the reason I’m writing about it now, is what happened days after I left their website.
Moo.com is not for everyone. The cards are expensive compared to other vendors online and the turnaround time is an unimpressive 5 business days. The design choices are neat but have very limited options for customization and there is no phone support. From a logical, features point of view, the site really doesn’t cut it. But Marketing is not all about logic.
It was easy enough to get my cards designed and I finished my order feeling okay about the whole process. They even sent me order confirmation details from a fictional personality named Little Moo, using snarky, sarcastic language. Fun, but a lot of people are doing that these days.
My view of Moo went from ordinary to remarkable when I got my cards in the mail.

Instead of packing the cards into a big brown box, they were delivered in a sturdy, handsome desktop display. The Moo logo is subtly included on the box in silver foil and my cards look great stacked inside. True to their personality, they also included an extra business card printed with a meeting crossword game, just for fun.
The effect was that I immediately wanted to show them off. It feels good to see your name on a high quality item and I was excited about the display. It was unexpected. The carrier itself makes you want to slide out a few cards and start handing them out.
For companies producing personalized products, the moment of unboxing is critical. When I was shopping around for a business card vendor, I compared the features like a rational shopper. But when I was opening up the packaging, I was excited to see what I would receive – at a fulcrum point for potential experiences. By nailing the product packaging and including surprise extras, Moo left a great final impression.
The attention to detail may cost a little more in materials and product development time. But the differentiation created and emotions produced make it worth it.