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Flooring The Consumer Blog

Exploring the Customer Experience and How To Get Found In-Store & Online

How Valuable Is Social Networking for Business?

Posted by Christine B. Whittemore on Jun 13, 2016 8:30:00 AM

Back in 2012, Jon Trivers and I engaged in a public debate in Floor Covering Weekly about the value of social networking for business. As you might imagine, Jon declared that networks such as Facebook and Twitter were a waste of time; I debated the reverse.

To better make my points for my article, I called in support from my own social networks.

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Topics: Twitter, B2B Social Media, Facebook

How Visual is Your Online Customer Experience?

Posted by Christine B. Whittemore on May 2, 2016 8:30:00 AM

Have you noticed how intensely visual the online customer experience has become?

From idea books on Houzz,to Pinterest, Instagram, Facebook's timeline format, and YouTube's art channel guidelines and Google+, the presentation is increasingly visual, creating a need for your own content to be visual.

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Topics: customer experience, Digital Marketing

Tallying Up 7 Persuasive Content Marketing Resources

Posted by Christine B. Whittemore on Mar 21, 2016 8:30:00 AM

Have you noticed references to #persuasion around you? I have and decided on tallying up several of these resources to become more attuned to persuasive content marketing.

Consider this a reference of sorts. You'll find below a recap of highlights from these 7 persuasion resources. I encourage you to visit them directly as each includes examples and visuals worth experiencing.

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Topics: customer experience, content marketing, email marketing

Is Your Customer Experience Driven To Delight the Mercedes-Benz Way?

Posted by Christine B. Whittemore on Feb 22, 2016 8:30:00 AM

Is your customer experience driven to delight customers the Mercedes-Benz way? In other words, is every aspect of your organization built around your customers?

In Driven to Delight, author Joseph Michelli, PhD, CSP, describes the journey Mercedes-Benz USA took to transform the organization into one committed to delivering world-class service to all its customers. 

I recently caught up with Joseph to ask him about his latest book, Driven to Delight, which was released in December 2015.

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Topics: customer experience

How To Create Persuasive Email Marketing With Nancy Harhut

Posted by Christine B. Whittemore on Feb 1, 2016 8:30:00 AM

Persuasion matters in business. How effective we are at it reflects how well we understand the needs of others and communicate that understanding. As marketing communications shift online, knowing how to create persuasive email marketing becomes critical for business success.

Nancy Harhut, whose insights inspired How To Write A Persuasive Email, is an award-winning marketing and advertising executive (see Nancy Harhut 2015 BostInno 50 on Fire Marketing and Advertising Award Winner) and persuasion expert. She knows firsthand the benefits of applying the science of human behavior to online marketing.

Nancy shares her expertise in this blog interview.

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Topics: customer experience, content marketing, email marketing

Provoke Creative Content Marketing With Lateral Thinking

Posted by Christine B. Whittemore on Jan 26, 2016 8:30:00 AM

If you've been doing content marketing for any period of time, chances are you've hit at least one wall where you're left wondering how will you ever publish another piece of content let alone a remarkable one... Consider breaking through that wall using lateral thinking to get back to generating creative content marketing.

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Topics: content marketing, innovation

How To Write A Persuasive Email

Posted by Christine B. Whittemore on Dec 15, 2015 8:30:00 AM

A persuasive email is akin to the holy grail for marketers. It's one that will get opened, and read, and possibly even acted on. It's impossible to resist. So, what goes into writing that truly persuasive communication?

Wisdom from Nancy HarhutChief Creative Officer at The Wilde Agency, originally shared in Human Behavior & Marketing Response: 13 Choice Drivers To Consider, helps make sense of how we are hardwired to respond. Her presentation was titled Tapping into Human Behavior to Increase Open, Read and Response Rates. Although focused on direct mail, the insights highlighted are equally relevant for writing persuasive emails.

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Topics: email marketing

StoryTelling The Business Way With Ron Ploof

Posted by Christine B. Whittemore on Dec 1, 2015 8:30:00 AM

I need to share a business story with you about storytelling the business way. It starts out this way...

Once upon a time, there was a really gifted storyteller. His name was Ron Ploof. Every day he found a reason to tell stories to help others understand things better. Then one day, he decided to take on Project Lizzie to tell the story of someone who lived 100 years ago based on 99 postcards. Because of that, he connected the dots between his own storytelling story.

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Topics: customer experience, content marketing

How Great Brand Building Creates Extraordinary Experiences

Posted by Christine B. Whittemore on Nov 12, 2015 8:30:00 AM

If you are grappling with how to build your brand so you can create truly extraordinary experiences for your customers, you're in luck.

Brand building expert Denise Lee Yohn has released her second book titled Extraordinary Experiences: What Great Retail and Restaurant Brands Do. It will inspire and guide you onto a path for transforming your brand into one that builds and sustains your business.

Denise shared an advance copy of her book with me; I really enjoyed the seven case studies detailed and how each illustrates a brand-building principle from her first book, including specific recommendations on how to focus on that principle for your business. You will, too.

(See What Great Brands Do By Denise Lee Yohn for perspective on Denise's first book.)

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Topics: customer experience, brand marketing

Steve Rubel Talks Inbound Content Challenges at #INBOUND15

Posted by Christine B. Whittemore on Oct 12, 2015 8:30:00 AM

Wondering how to deal with the biggest inbound content challenges facing us? According to Steve Rubel, the solution is to Communicate in Constellations: Connect the Dots. See the Bigger Story.

As he explains, 

"One of the most critical issues facing marketers today is the sheer proliferation of content... [It} is only going to get harder to reach and connect with increasingly distracted audiences..."

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Topics: inbound marketing, content marketing