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Business 2 Community – What Should Your Marketing Look Like In The New Year

business 2 community

December 17, 2013

By Lisa N. Alexander


It’s no secret, I’m a fan of Zoho and Zappos. Their approach to marketing, branding, customer service and creating company culture resonate with me. Earlier this year, one of Zoho’s competitors hosted a huge event in San Francisco and of course they weren’t invited. But potential Zoho customers would be there and we all know the name of the game is to be where your customers or potential customers congregate. What Zoho did was a brilliant piece of marketing and it’s what your marketing should look like in 2014.

Innovative and Offline.

So if Zoho couldn’t go inside and interact with customers, they found a way to connect with them outside. Here’s what they did. Zoho gave free pedicab rides to conference attendees. Seems the event was spread out and getting around was difficult for conference goers. So pedicabs decorated with the Zoho logo and a message that said, “Take a test ride. Salesforce doesn’t have to know” filled the street and conference goers were appreciative.

How smart was this? Zoho saw a problem and offered a solution. This put them directly in front of potential customers in a positive way. Who can be mad a free ride? Now marketing of this magnitude requires a decent budget even though Zoho’s Brand and Marketing Specialist, Aravind Natarajan, called the budget “minimal.” Regardless of the budget, it’s all about creating positive customer experiences and that’s what Zoho did.

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