Category Archives: Case Studies

The Value of Value

By Steve Robins

Value is Key to Solution Marketing

You might think that the most important aspect of marketing a solution would be what goes into it.  What goes into a solution are just a bunch of pieces, products, or components.  But value is about the benefit and cost of those components to the user or buyer.

Value is equal to the difference between perceived benefit and total cost

More specifically, value is equal to the difference between (1) the benefit as perceived by the user and (2) the total cost of the solution.  By perception I mean that the user or buyer must appreciate and want the resulting benefit.  In fact, if they don’t perceive it as a benefit to them, it’s not a benefit but is instead just a useless feature.

Value is interesting in many ways, some of which are counterintuitive and not so obvious.  Following are a few important examples – both obvious and not so obvious. Continue reading

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Filed under Case Studies, Solution Marketing, Solution Marketing Strategy, The Solution Marketing Blog, Value, Value

Anticipation

By Steve Robins

Anticipation builds customer loyalty.

A few weeks back, I had a few “wow” experiences that demonstrated the power of anticipation.  No matter that they were almost mundane: each experience improved my perception of the brand/company, service or location.  And they offer great lessons for solution marketers.

Anticipation - ketchup in a bottleAnticipated receipt

After filling up with gas at the nearby Hess Gas Station, I saw that the  gas pump’s receipt printer was out of paper – which is a nuisance.  But when I walked into the store to pick up a receipt, the cashier already had my receipt ready – before I could utter a single word.  Wow!  I’d say that I was actually more impressed with her anticipating my receipt needs than I would have been had the printer actually had paper.  I’ve been filling up at this station because they had competitive gas prices.  Now I’ll do it because they have great service as well.   Continue reading

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Netflix: It’s About the Customer Strategy, Stupid – Part II

By Steve Robins

Six Solution Marketing Lessons from Netflix

As I mentioned at the end of the last post, Netflix: It’s the Customer, Stupid, Netflix’s recent misadventure is a cautionary tale for solution marketers.  Following are a six key lessons:

#1: As a vendor or service provider, technology upgrades are good.

So, if you rent DVDs and know the market will eventually transition to video on demand, you need to offer video on demand as well – just as Netflx does today.  Streaming is proven and consumers will demand it.  It’s not a matter of if, but when.  However…

#2: Consumers and customers do not share your company’s timetable

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Filed under Case Studies, Pricing, Pricing, Value, Value

Netflix: It’s the Customer, Stupid, Part I

By Steve Robins

Netflix loses sight of their most important asset: the subscriber

If you’ve read The Solution Marketing Blog for a while, you know that business (or consumer) problems tend to remain fairly constant while the technologies and solutions to those problems tend to advance at a more rapid pace.  That’s one reason why most problems have multiple solutions.  And it’s why dominating a market today does not guarantee dominance forever.  Just ask General Cinema (General Who?) or Blockbuster or, well, you get the point.

So, if you’re a savvy solution marketer, you realize that today’s hot technology or medium will eventually be replaced by another. Continue reading

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Secretaries, Typewriters and Solutions

This week’s news mentioned 2 intertwined stories, one of which is a hoax.

The Hoax

R.I.P. Typewriter

Last week, India’s Business Standard reported Typewriters about to become a page in history since an Indian typewriter producer was running out of the typewriters they stopped producing in 2009 (sounds kind of inevitable to me but I digress).  Subsequently England’s The Telegraph, The Wall Street Journal’s India site and no less august an institution than the Huff Post ran the same story.

Just one problem: as it turns out though, the typewriter (at least the electronic version) is far from dead – heck you can even pick one up at Staples according to the Washington Post.  (Thanks HuffPost and WashPost for debunking the story).

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