By: Jenn Seeley Increasingly, customers are jiving on the unambiguity and positive vibes of being included in big company product launches. Here are a few thoughts on why transparency is important in business today. Feel free to take a look at the Forbes post that inspired today’s topic here.
Social media has bridged the great divide between product and consumer so much so, that customers have regularly played a part in affecting change more than ever. This is one great reason to highlight the importance of their involvement in your current and future endeavors.
Keep these things in mind at your next product launch:
Lying is ugly
You can “cross your heart and hope to die” all you want, but customers have a great filter for the truth. Be honest about changes, the impact on the product, your journey to great delivery, and that thing you intended to do but didn’t because you heard the voices of your consumers. This one is simple for no other reason than the truth matters to your customers.
Acknowledge what you hear
Sure, listening is one of many strategies that we teach and preach here at the Marketing Cloud, but acknowledging what you hear sends a message back that you’re not just listening in secret.
Let what you hear lead you to take action
Two great and often referenced examples deserve to be discussed as they have taught us a lot about the return on listening. Dominos Pizza and Dell both dominated otherwise unfortunate social challenges by actively listening and acting on the desires and demands of customers.
Involve everyone
It’s fantastic internal morale to elevate your employees whenever possible, as they are the brains behind your operation. Just don’t forget that without your consumers, you’d have very little need for your great army of faithful geniuses. Customers have pushed down doors because of social media, and are regularly landing themselves in the virtual laps of big ideas within corporations that pay attention. Regard your customers highly, and do it publicly. It is the needs of your customers that you are striving to meet and exceed after all.
Focus on relationships
Anyone can create a conference and all of the hype their budget has room for. However, hype and excitement with no clear meaning or message may just send your attendees home feeling empty and unsatisfied. Simple rule of thumb: If people are going to invest time in your event and product launch, invest time in those people. Making your event solely about you? That’s so 1999.
Create community
You have a unique opportunity at your next event or launch. You can facilitate conversation and community within a giant mind hive of experiences. You get to be the innovator, the leader, and the inspiration behind encouraging skill shares and think sessions that could birth the next great product or service. And if they’re customers or friends who get inspired to do their own thing? They can thank you for your awesome vision and the space to make great things happen.
Whether you’re a seasoned veteran of product launches and hosting events, or just considering finally revealing your first great innovation to the public, consider the above thoughts carefully and remember how closely scrutinized or praised you may be as the world watches on. Learn more about transparency in this post and in our free ebook, 30 Ideas for your Social Media Plan.
Tags: Events, product launch
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