Within hours of landing in Cancun, Mexico, for a quick vacation before the Fort Lauderdale International Boat Show, I received four emails: one from United Airlines wanting to know what I thought about my flight, one from Expedia asking me to rate my airport pickup, one from the hotel wanting to know how well check-in had gone and one from my financial adviser inviting me to a Christmas party.
Socrates long ago observed that one should “know thyself” above all else. For marine marketers the corollary of this sage advice is that you must fully understand your customers if you expect to prosper in a world undergoing such dramatic digital and demographic shifts.
I’m saying it again: I’m all in when it comes to professional development. The minute you stop learning is the minute you start down the path to obsolescence. Change cracks the whip at lightning speed.
During a recent dinner with a colleague it dawned on me that although it takes a tough man to make a tender chicken, it takes a very resourceful and persistent marketer to successfully reach out and touch someone.
All joking aside, depending on the topic, maybe you’ll turn to a trusted colleague, friend or family member.
Snapchat went public the day I wrote this column, opening at $17 a share, handing insiders a windfall as its IPO closed at more than $24, making its founder a billionaire and valuing the company greater than American or United Airlines, Hershey or Hilton.
Had I been content with traditional marketing practices, my career likely would have gone down the same path as the blurry Polaroid photograph, the typesetting machine or my trusty IBM Selectric III.
Have you ever pulled up a barstool, turned to the guy sitting inches away from you and said, “Hey, aren’t you … ?”