We're all familiar with the concept of the "three R's" from
our childhood days. These concepts now extend into the
world of business. There are a few helpful letter
shortcuts to help you remember some of the strategies for
the highly effective collaboration marketing tool.
The three "A's"
Traditional marketing techniques focus on what's known as
the "three I's": Intercept, Inhibit and Isolate. These are
effective strategies for getting the attention of a
customer and marketing your business, but collaboration
marketing tweaks traditional marketing techniques by
focusing customer attention in a different way.
The "three I's" of collaboration marketing are actually
A's: Attract, Assist and Affiliate. The strategy of the
three I's, although effective, is more aggressive and
somewhat predatory. Calling collaboration marketing a
kinder, gentler marketing isn't exactly accurate, but it's
not far off the mark.
The three A's of collaboration marketing suggest a more
straightforward strategy where the company becomes
indispensable to the customer. Where the customer actually
feels he needs your business and services and approaches
you for your products and services. Does this sound too
good to be true? Well, it's not.
A collaboration marketing strategy seeks to move from the
one-to-one strategy of traditional marketing to a new and
incorporating strategy of many-to-one marketing. This
customer centric strategy focuses on knowing the customer
from a variety of different perspectives (hence many), and
fosters trust from your customer base. Using collaboration
marketing, you can provide customers with particular
services that other companies cannot because of your
knowledge of the individual needs of your customer base.
ROI: Return on Information:
Return on Information is a collaboration marketing strategy
that measures how quickly a vendor can turn around
information.
The collaboration marketing expert John Hagel has a great
explanation of ROI: "The more quickly a vendor can turn
around and deliver tangible value in return for information
from a customer, the more quickly and effectively the
vendor will be able to build trust and willingness to
provide even more information".
The Return on Information principle in collaboration
marketing is a self-feeding cycle, once the wheel has been
set in motion.
The Three E's
The three E's of collaboration marketing are a set of tools
that play to the experience of the customer, thus making
them feel important and like they are an important and
integral part of your success—to essentially make the
customer feel needed. Getting attention from the customer
is what the three E's are all about.
- Engage: The key here is to see how well you can impact
the customer ' engage their business in exchange for their
attention and information.
- Empower: Are you customers more empowered to complete
their tasks when using your products and services? Are you
making sure that you are helping them reach their strategic
goals?
- Expectations: Have you consistently gone beyond and
exceeded expectations—both the goals your set for
yourself and your customers' expectations?
The three E's are about playing to customer experience,
working with the customer, gaining knowledge and
information from them which you can use to become a better
business by appealing more personally to your customer base.
This litany of literary terms is a helpful shortcut to get
you started in understanding the principles of
collaboration marketing, and growing the success of your
business.
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Christian Fea is CEO of Synertegic, Inc. A strategic
Collaboration Marketing consulting firm. He empowers
business owners to discover and implement Integration,
Alliance, and Joint Ventures marketing tactics to solve
specific business challenges. He demonstrates how to create
your own Collaboration Marketing Strategy to increase your
sales, conversation rates, and repeat business.
Contact: christian@christianfea.com
http://www.christianfea.com
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