Just Marketing

Simple and Effective

Ever wonder how those details affect our relationship with customers.

Many details are small, many are almost unnoticed, but together they cause a great effect.

Many companies are ahead, and very competitive, winning customers.

But after we won, we left a little side details, and soon they are as customers of any other company.

Think about improving care to clients after the won, it will yield greater reliability of services and customer feedback.

“Quality is not just about the possibilities
limited. Quality extends to unlimited possibilities. “

Thank you, Cbittar

Background Disney Lesson.

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Be sure that each parameter of this work in a vacuous, it all has to be in full harmony. The behavior of all employees from the top management must convey every detail involved in this process. “Not only is the correct method to help increase customer satisfaction. People treat customers as treated. There want to be very well defined correlation between employee satisfaction and customer satisfaction. ”

  • Prime: Establish direct contact and smile.
  • Second: Overcome the expectations of guests and seek contact with them.
  • Third: Make the quality of their services is always excellent.
  • Quarter: Give a warm welcome to all any invited.
  • Fifth: Maintain a personal standard of quality in their work.


  • First: Beyond the mere performance of duty.
  • Second: Demonstrate strong initiative team.
  • Third: Communicate aggressively with the guests and the other members of the cast.
  • Quarter: Preserve the magical experience of the guest.

Thank you, Cbittar.
Backstage Disney.

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The Difference

One of the great difficulties of the service is to delight the customer. How to pay for something you do not know? Below is a letter from a customer of Disney thanking his experience in one visit. That example is a motivator to create alternatives to delight the customer, to streng then the mark and create great experiences.

Dear Disney:

Recently, my family enjoyed a wonderful holiday in Magic Kingdom. But one event has really seen our magic.  We arrived at the front of the line for Space Mountain, and there were only informed that our daughter Gloria could not take the ice ride. Sure, we should have guessed it from the beginning, but it was so great excitement that we are there to even think. Gloria began to cry and we do not know how to act. Then that one of the cast members – Murphy – arrived, and bent Gloria told that she would take care of your ice cream and return it. When the ride was over. Gloria said: “Promise?” Then gave Murphy’s ice cream and enjoyed the ride. On output, the new friend Gloria was there with an ice cream. We know very well what happened, because ice cream does not last 20
minutes on a summer afternoon in Florida. Murphy knew the time our departure, was to stand closer and bought another ice cream 30 seconds before we walked through the exit. Gloria said: “Thank you, but I believe that, like the child, thought it was the same ice cream cone. We know that she came out of routine to make our special visit. Thank you for doing something above and beyond the normal!

Your fan, Carmem Rivera.

Backstage Disney.Tom Connellan

Think! Thank you, Cbittar.

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You really hear your customer?

Many of us know the importance of listening to the customer, but do not really know how to listen to them. We put systems in 0800 (SAC – System of Customer Service), Web forms and more.  But each one of us is an agent of change within the company, and we also do this role of “Listening to the customer.” Down the stretch of a story by touch (Nicole – Member of the Disney Cast), which illustrates the excellent way that our role.
What is your best place to listen, to understand what customers really think about your service or product? Think about it.  – Below excerpt from the story of Nicole – (Tom Connellan – Behind the Scenes of Disney)

… There several years, was manager of food and drinks in the hotel Polynesian. It was Fourth of July, a very busy night. In Actually, I was so busy that we use a banquet hall usually reserved for conventions and turned it into a restaurant for that night, and even then, people had to wait up to an hour for a table. “I was casually standing in the lobby when a man was to ask the receptionist how long it would take to his desk ready. Thirty minutes, “she said. He returned to the place where was his wife, both standing. I was going the same direction.

When I passed by them, I overheard the excuses that he asked the woman. When it seemed, was the tenth wedding anniversary and he had forgotten to make a reservation. “At that point, had two options. Continue in my path or do something about the situation. I returned to receptionist and she suggested that the couple’s first table available, and we told the waiter that would serve as was the tenth anniversary of their marriage. That’s what she did, and just giving luster to your visit. “…

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Magical dust of the Sininho.

The Tinker Bell’s pixie dust is something that every company / business should have, is to be attentive to detail show enthusiasm is special. Marvin (A Member of the Disney Cast) will talk more about it.

– And a special feeling about this place – said Marvin. – The people wash dishes and serve meals as in many other restaurants, shops and work in sweep streets as they do in all cities in the world. But dedication is different. “And this dedication to quality goes with wherever you are. You can make the Marvin Disney, but can not take the Disney Marvin. ”

Think about it!

Thank you, Cbittar.

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Publicity be.

Advertising does not eat, enjoy the product.
Advertising does not smell, feel the fragrance.
Advertising does not ring, examine the design.
Advertising is not the answer, creates another question.
Advertising not conquest, persuades.
Advertising is not destiny, it has target.
Advertising does not hear noise, you hear noise.
Advertising does not speak, sends verbal message.
Advertising does not address, looking square.
Advertising does not listen, decodes the message.
Advertising have no idea, does brainstorm.
Advertising does not receive reply, receive feedback.
Advertising is not memory, is register.
Advertising does not read, deciphers the code text.
Advertising does not ask, do research.
Advertising does not hear music, listen soundtrack.
Advertising is not listed, has mailing.
No advertising copy, is inspired.
Do not see outdoor advertising, outdoor media sees.
Advertising does not manage, is test-drive.
Dies not advertising, is its life cycle has reached the end.

Thank you, Cbittar.

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Fast and Flexible

It is no secret to anyone that change is the dominant reality of the world. Not even aware that the pace of change is ever faster. There are two inter-related forces that determine the current economic outlook: technology and globalization.

Technological development, especially after the proliferation of the Internet has changed completely the way forward for organizations of all levels. Technological advances change the patterns of thinking of people. Introduce a new code, and thus creates a new language. This was technology, with new tools that he introduced, which allowed the phenomenon of globalization gain strength. The vision of “global village”, of which Marshall McLuhan talked about in the 1960s, is now a tangible reality.

There are other forces that drive change and contribute to the improved economy. The monopolies are disappearing due to increasing deregulation, which allows the entry of new competitors, which was previously vetoed. Privatization, which has put in the hands of private services that used to be provided by government agencies, also has generated major changes in economic outlook, opening it further. The opening of markets at all levels has meant that today the picture is becoming less predictable. Therefore, it is crucial to be increasingly adaptable. Companies can no longer rely on old practices of business, which until not long ago, they were unquestionable truths.

Traditionally, there were certain practices winning marketing, to companies that promised success. However, we can no longer apply these rules, mathematical formulas are not absolute and each one has its setback. Describe in detail each and can not be applied more clearly.

1. Winning through the highest quality. There is only one standard of quality. Different customers prioritize different aspects of the same product. It is also increasingly the homogeneous level of quality that reach the different competitors in a market, and reach the maximum level of quality can be very costly and may threaten the profitability of the business.

2. Winning by a superior service. The order of importance of the attributes of a service is not the same for all customers, so it was difficult to consider all evenly.

3. Winning by the low prices. The effort to lower costs to get the best price can jeopardize the quality of the product or service offered.

4. Winning through greater market share. Not guarantee success. There are many leading companies in its markets, which in size and its infrastructure can not keep profitability.

5. Winning through the adaptation and customization. This effort can generate very high costs.

6. Winning through the continuous improvement of the product. There are certain products that quickly reach the limit of their possibilities for improvement.

7. Winning through innovation of product. The percentage of failure in launching new products is high, so that such action is dangerous.

8. Winning through the incorporation of high-growth markets. In this type of market, products have a high obsolescence and continuous investments are necessary to ensure the permanence of the company, which generates very high fixed costs.

9. Win by overcoming the expectations of customers. Customers are increasingly demanding and companies need to make if I can meet your expectations extremely high.

How to develop, then a winning marketing strategy?

There are no magic recipes below. There are no universal laws to guide the movements in the current economic context. Home company must forge its own structure, quality and marketing activities. A solid strategy differentiate a company from its competitors. A sound strategy is not easy to imitate, because that includes many variables in the strategic architecture.

The challenges that businesses face today are enormous. On one hand, satisfy the consumers of their products and services which have become more demanding, be sensitive to prices, have high expectations, be insensitive to the mark and be much less fair. To satisfy consumers, which is essential to develop a strategy under-measure. The companies that make smart marketing improve their knowledge about the customer and the technology of connection with him. Invite you to participate in the design of the product, integrated marketing communications, call for more technologies are available to its customers and will be joined permanently to their distribution channels. In short, offer a higher value.

The future is now

In 1999, I wrote it as the marketing of 2005. I will read those words and I am faced with a description of all the companies that now focus on the future.

There is “disintermediation” considerable between wholesalers and retailers. Retailers, therefore, instead of selling a variety of products, sell an experience. It is important to create development plans of loyalty to retain customers who are increasingly less reliable. The databases are continuously updated and offers are adapted to the preferences of each client. Many organizations able to adjust the figures of profitability by segment, individual consumers, products and channels.

The interaction of organizations with their environment is growing. The traditional advertising no longer exists. Companies decide to allocate more of their advertising budget to non-traditional ways of promotion. It is clear that the way to proceed in the markets to change the pace at which changes the world. Firms to be successful-and-now are those who make certain that your marketing is as dynamic as the world in which we live.

By Philip Kotler is the award-winning author of Marketing Management, among other more than 20 books whose sales exceed five million copies in 58 countries. Kotler is one of the speakers of the World Forum for Marketing and Sales of the HSM, which happens on 18 and 19 August in Sao Paulo.

Original field Here, by: HSM Online.

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