I got some bad news last weekend. No, I haven't lost my job (ExactTarget's growing like a weed actually!). And no, I don't have an incurable disease (that I know of...). But my hair salon is tightening budgets, restructuring their contracts with the stylists...and - wait for it - axing their Voice appointment reminder program. UGH.
My heart skipped a beat when they told me. It was all I could do to smile politely, give a compassionate head-nod as they bemoaned the down economy, and walk out the door after they delivered the news.
(and no, this isn't what I look like now...)
Granted, my salon isn't an ExactTarget client, so I'm not sure who's been coaching them on the value of Voice. But apparently they didn't make a good enough case.
Which is crazy because of all the business that need Voice marketing capabilities, a spa/salon is near the top (at least in my life). When you set appointments 6 months out, it's pretty hard for clients to remember them. And the prompt day-ahead Voice reminders were just what I needed to make sure I showed up Saturday at 2PM for a trim. See, now I'm getting all wound up.
Still skeptical about Voice marketing? Check out our new Field Guide to Voice to see just 15 of the many real-world species and use cases for this emerging channel. You'll learn about the different breeds of Voice marketing messages, what diets they need to thrive (a.k.a. data types), and what B2B and B2C habitats commonly host each species.
I'm not unsympathetic to tightening budgets -- but I do get sad when I see companies sacrificing emerging 1 to 1 marketing programs that have the power to bring big long-term business gains to save a quick buck.
So if you're thinking about cutting 1 to 1 digital marketing programs to save a nickel or two now, just consider what you're sacrificing down the line.
Plus, now there's a 50/50 shot I'll forget my next haircut appointment....blast, blast, blast.
Nicole
Marketing Communications Associate
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