Comments on: Relationships are a Choice in Marketing http://www.chrisbrogan.com/relationships-are-a-choice-in-marketing/ Learn How Human Business Works - Beyond Social Media Fri, 19 Mar 2010 21:23:17 +0000 http://wordpress.org/?v=2.9 hourly 1 By: He Said, She Said: Anatomy Of A Twitter Thread « People: Online & Offline http://www.chrisbrogan.com/relationships-are-a-choice-in-marketing/comment-page-2/#comment-179461 He Said, She Said: Anatomy Of A Twitter Thread « People: Online & Offline Mon, 28 Sep 2009 22:40:45 +0000 http://www.chrisbrogan.com/?p=4027#comment-179461 [...] Relationships are a Choice in Marketing (chrisbrogan.com) [...] [...] Relationships are a Choice in Marketing (chrisbrogan.com) [...]

]]> By: imergent123 http://www.chrisbrogan.com/relationships-are-a-choice-in-marketing/comment-page-2/#comment-188684 imergent123 Sat, 22 Aug 2009 12:03:29 +0000 http://www.chrisbrogan.com/?p=4027#comment-188684 Great post.I like the way you present the post.Very clear and useful for a newbie like me.I think it will help the newbies must.I keep seeing like these articles. Great post.I like the way you present the post.Very clear and useful for a newbie like me.I think it will help the newbies must.I keep seeing like these articles.

]]> By: imergent123 http://www.chrisbrogan.com/relationships-are-a-choice-in-marketing/comment-page-2/#comment-176545 imergent123 Sat, 22 Aug 2009 07:03:29 +0000 http://www.chrisbrogan.com/?p=4027#comment-176545 Great post.I like the way you present the post.Very clear and useful for a newbie like me.I think it will help the newbies must.I keep seeing like these articles. Great post.I like the way you present the post.Very clear and useful for a newbie like me.I think it will help the newbies must.I keep seeing like these articles.

]]> By: Box Scores: July 6-12 - “Relationships, trends and Susan Boyle” | Deep Bench http://www.chrisbrogan.com/relationships-are-a-choice-in-marketing/comment-page-2/#comment-172536 Box Scores: July 6-12 - “Relationships, trends and Susan Boyle” | Deep Bench Mon, 13 Jul 2009 13:53:11 +0000 http://www.chrisbrogan.com/?p=4027#comment-172536 [...] -“Relationships are a Choice in Marketing” [...] [...] -“Relationships are a Choice in Marketing” [...]

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]]> By: Michelle http://www.chrisbrogan.com/relationships-are-a-choice-in-marketing/comment-page-2/#comment-172469 Michelle Mon, 13 Jul 2009 09:58:12 +0000 http://www.chrisbrogan.com/?p=4027#comment-172469 relationships didn't help me. Now taking help from <a href="http://www.adwido.com" rel="nofollow">http://www.adwido.com</a><br><br>Hope that online marketing will work! relationships didn't help me. Now taking help from http://www.adwido.com

Hope that online marketing will work!

]]> By: James http://www.chrisbrogan.com/relationships-are-a-choice-in-marketing/comment-page-2/#comment-172231 James Fri, 10 Jul 2009 13:20:29 +0000 http://www.chrisbrogan.com/?p=4027#comment-172231 This is an important point. The people most likely to want something more are the heavy category users. They have a need for what the category offers so they are more willing to engage with a brand beyond function benefits, beyond the transaction. They are also the most important customers. There aren't a lot of them but they contribute a disproportionate percentage of category volume and profit. Building a relationship with these individuals, to whatever degree they are comfortable with, is vital.<br><br>Another thing to keep in mind is that it's a commercial relationship. We use the characteristics of interpersonal relationships to describe what we do in relationship marketing because the analogy is something we can relate to. But, in a commercial relationship, a monetary transaction is expected by both sides. This is a subtle but important distinction that modifies both the execution and the expectations of relationship marketing. This is an important point. The people most likely to want something more are the heavy category users. They have a need for what the category offers so they are more willing to engage with a brand beyond function benefits, beyond the transaction. They are also the most important customers. There aren't a lot of them but they contribute a disproportionate percentage of category volume and profit. Building a relationship with these individuals, to whatever degree they are comfortable with, is vital.

Another thing to keep in mind is that it's a commercial relationship. We use the characteristics of interpersonal relationships to describe what we do in relationship marketing because the analogy is something we can relate to. But, in a commercial relationship, a monetary transaction is expected by both sides. This is a subtle but important distinction that modifies both the execution and the expectations of relationship marketing.

]]> By: Brian Hamlett http://www.chrisbrogan.com/relationships-are-a-choice-in-marketing/comment-page-2/#comment-172136 Brian Hamlett Thu, 09 Jul 2009 14:28:02 +0000 http://www.chrisbrogan.com/?p=4027#comment-172136 Wow, this is a GOOD discussion going on here (Chris... Jamie... blog post on this? Hmm... maybe myself?)<br><br>I'll feed off a question Jamie asked: Is there a cetain level of one-on-one engagement that must be reached before you can legitimately call the relationship a two-way street?<br><br>I'm under the thought that the answer is "yes." I cannot imagine calling someone my "friend" until we've gotten to know one another through many conversations, experiences, and even trials where we've found commonality in our personalities, morals, values, likes/dislikes, etc. <br><br>A "fan" to me is someone who has a strong appeal to something that you offer (knowledge, fame, fortune, access, etc.) but may not be a person that you actually want to engage with (hence the "one-way" street.)<br><br>Which is better? Depends on your goals. Say I wanted to bring more traffic to my blog or web site or even through the physical doors of my business, I personally would want a "fan" (preferably an evangelistic fan!) That person is completely focused on what I have to offer (think of why all of your followers follow you, connect to you on LinkedIn, subscribe to your blogs, etc.) They WANT to promote you and probably already are. Court some of them!<br><br>My friends on the other hand could almost care LESS about my business, my knowledge, or what I have to offer. Their focus is on my personal life and the things we have in common that brought us to a relationship. Almost none of my friends subscribe to me on Twitter or read my blog, connect with me on Facebook or LinkedIn. Does that mean they don't care about me?! Hardly... they don't care about my business.<br><br>So use your goals to determine which one you should leverage to reach those goals. (Also, think about this... would you friends want you to "use" them to promote your business... all the time? Maybe once, but too many times and you burn the relationship out! Fans on the other hand are just WAITING for you to acknowledge them and give them something to do to help out! They feel a part of something! Keep engaging them and even listening to them and guess what will happen... you'll form a community!) Wow, this is a GOOD discussion going on here (Chris… Jamie… blog post on this? Hmm… maybe myself?)

I'll feed off a question Jamie asked: Is there a cetain level of one-on-one engagement that must be reached before you can legitimately call the relationship a two-way street?

I'm under the thought that the answer is “yes.” I cannot imagine calling someone my “friend” until we've gotten to know one another through many conversations, experiences, and even trials where we've found commonality in our personalities, morals, values, likes/dislikes, etc.

A “fan” to me is someone who has a strong appeal to something that you offer (knowledge, fame, fortune, access, etc.) but may not be a person that you actually want to engage with (hence the “one-way” street.)

Which is better? Depends on your goals. Say I wanted to bring more traffic to my blog or web site or even through the physical doors of my business, I personally would want a “fan” (preferably an evangelistic fan!) That person is completely focused on what I have to offer (think of why all of your followers follow you, connect to you on LinkedIn, subscribe to your blogs, etc.) They WANT to promote you and probably already are. Court some of them!

My friends on the other hand could almost care LESS about my business, my knowledge, or what I have to offer. Their focus is on my personal life and the things we have in common that brought us to a relationship. Almost none of my friends subscribe to me on Twitter or read my blog, connect with me on Facebook or LinkedIn. Does that mean they don't care about me?! Hardly… they don't care about my business.

So use your goals to determine which one you should leverage to reach those goals. (Also, think about this… would you friends want you to “use” them to promote your business… all the time? Maybe once, but too many times and you burn the relationship out! Fans on the other hand are just WAITING for you to acknowledge them and give them something to do to help out! They feel a part of something! Keep engaging them and even listening to them and guess what will happen… you'll form a community!)

]]> By: Tom Redwine http://www.chrisbrogan.com/relationships-are-a-choice-in-marketing/comment-page-2/#comment-172075 Tom Redwine Thu, 09 Jul 2009 03:43:29 +0000 http://www.chrisbrogan.com/?p=4027#comment-172075 Chris, thanks for the reply. Your Dunbar's # post makes a lot of sense, and I appreciate the info on Batchbook.<br><br>And yes, I will be getting the book, for answers to those questions that I'm still coming up with...<br><br>Thank you again, sir! Chris, thanks for the reply. Your Dunbar's # post makes a lot of sense, and I appreciate the info on Batchbook.

And yes, I will be getting the book, for answers to those questions that I'm still coming up with…

Thank you again, sir!

]]> By: Brett Kopf http://www.chrisbrogan.com/relationships-are-a-choice-in-marketing/comment-page-2/#comment-172056 Brett Kopf Thu, 09 Jul 2009 02:48:24 +0000 http://www.chrisbrogan.com/?p=4027#comment-172056 Thanks for clarifying and answering, much appreciated.<br><br>-Brett Thanks for clarifying and answering, much appreciated.

-Brett

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