Engaging vs. disruptive

David said...

"I read your comments about Capital One with interest, as companies don't realize the power of negative word-of-mouth. I believe this is how most of us feel now with a lot of companies trying to get our attention to sell us things that most of the time we don't want (marketing AT) but not wanting to engage in a conversation when we try to reach them (i.e. automated call centers). Creating experiences that are relevant to people and marketing WITH is definitely the way forward.

Would be interested in your views on how you recommend creating experiences that are engaging and not disruptive."

David, thanks for reading and for the great question.

Engaging (via the Web):
Through permission marketing, like when I've asked to be on a newsletter and I get something useful from the company or business.

Disruptive:
Endless spam... they must now search blogs and pull up people's email addresses that way. Do they really think I want to buy Viagra?
***

Engaging:
Creating a photo opportunity (like at the peak of a roller coaster) and then offering me photos as I leave.

Disruptive:
Shoving a camera in my face as soon as I enter a theme park or zoo.
***

Engaging:
Providing information about their product during an event where it makes sense and I am already interested.

Disruptive:
When I'm walking through an intersection and someone tries to get me interested in toothpaste (see nearly any episode of The Apprentice television show for more interruption marketing techniques.)

Two useful books here:
On call centers, Managing the Customer Experience by Smith & Wheeler.
On engaging your customers, Citizen Marketers by McConnell & Huba.

I could go on, but I'll bet my readers have some ideas of their own. Readers?

Technorati Tags: customer experience, Capital One, The Apprentice