Communication | VirtualSanity

Boilerplate Template - in International Campaign Management

On my blog post “Boiling the plate”, I offer a copy of the template I made for ensuring that a campaign is coherent, no matter what market or media used. I’ve got many mails asking for a copy, therefore I’ve decided to make it available to all.

I made the template and I adapt it according [...]

Boilerplates & customer service

Some companies aim to improve their costumer service by using boilerplates. They believe that it would help them to a better customer service, by speeding up processes. And in theory they could be right. It is considered good customer service to give prompt responses to inquiries and complaints.

BUT…

We live in a time where individuals are [...]

Company karma and branding

guardian.co.uk

The eruption of the Icelandic volcano Eyjafjallajokull in April 2010 has shaken Europe, closing all airports in Northern Europe and causing huge financial losses in the travel industry. On diverse social media you could read of people stranded around the world – and the terrible service they got from their airlines, travel organizers, etc.: [...]

Getting bored away...

I just read this very cool blog post on consumer behavior, the “Levy flight” describing loyal users/ consumers behavior.

In short, someone finds your site/ joint, starts using it, recommend to their friends, but after a while they feel there is no more value to be harvested at they go looking for somewhere else. It is [...]

Viral Marketing and Social Media

Viral Growth Copyright Seth Godin

Using social media as a buzz generator has become the thing to do in marketing. You have the perfect smooth media for Experiential Marketing and in theory it is the ultimate viral marketing media. But how come companies are having a hard time making it work? What are the pitfalls?

The [...]

Is it ok to say “No” to a customer?

Often sales mentality dictates that just about anything should be done to turn a prospect into a customer, including stretching the truth, promising more than what can be delivered. We’ve all heard “The customer is king, the customer is always right”. I would rather say “If the customer is king then honesty is god”

My postulate [...]

USP X UBP - what's the difference?

Everybody that has anything to do with marketing has heard and used the famous Unique Selling Proposition. What now, what is this UBP all about? It’s very simple.

UBP stands for Unique Buying Proposition. As opposed to the inside-out approach of the USP, the UBP focus the customer needs.

The Unique Buying Proposition states [...]

Boiling different plates

I’ve posted a question on Linkedin regarding Boilerplates; what they are and how to use them. It turned out a very interesting discussion and a good complement to my previous post “Boiling the plate”.

Traditional understanding and use of Boilerplates

The original understanding of “boilerplate” refers to a standardized text that is re-used in different circumstances without [...]

Boiling the plate

Update: 03rd. February 2009 – please read the related post “Boiling different plates”

Personally I’ve been addicted to Boilerplates, as I find them a fantastic tool that makes marketing and communication much easier to coordinate and to produce.

A Boilerplate is a piece of text that can be used as basis for any kind of communication, a [...]

What the heck is Value Proposition??

I have had a couple of requests lately regarding Value Propositions. It seems to me that there are still many companies confused about what Value Proposition is and how to use it.

Value Proposition is basically an internal strategic “MAP” to be used as core of any communication to be made externally or internally at the [...]

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