What would you do with a £30m marketing budget?

July 3, 2008Comments Off on What would you do with a £30m marketing budget?

Orange is going to spend £30m to reposition themselves as a company focusing on relationships.

Orange is an old marketing business doing old marketing. Old marketing does  grandiose repositioning statements, big ad budgets and gets the message in front of people.

New marketing isn’t really new, it’s about the basics. It’s about having conversations with customers. It’s about facilitating these conversations, and empowering customers.

New marketing would’ve taken this £30m budget and handed it to customer service. New marketing would have demanded that Orange had an individual conversation with every customer (this makes it’s own ad campaign – “So have you received your Orange call yet?”).

New marketing would have trained the customer service people to ask about any problems the customer might have, and fixed those problems. New marketing would ask if the customer had any friends with the same problem they could help.

Maybe customer service might even enjoy a spot of proactive problem-fixing enjoy being proactive for a change.

Comments Off
©2018 FeverBee Limited, 1314 New Providence Wharf, London, United Kingdom E14 9PJ FEVERBEE

We’d like you to join us.

We’re a group of community professionals who push each other to the cutting edge of our work. Every day we share our experiences, highlight new expertise, and push one another to become the best community builders we can be.

The day you join, you’ll get access to 1000+ practical tips, dozens of resources, and unlimited access to the top experts in our space. You’ll also get to see how we go about building a community amongst our own audience.

It takes just 30 seconds and doesn’t cost a thing.

CLICK HERE AND JOIN FEVERBEE

Level Price  
ALL COURSES The price for membership is $750.00 per month or $7,200.00 per year
Select
Community Development Program The price for membership is $1,100.00 per month or $10,560.00 per year
Select
Director of Community The price for membership is $8,770.00 per month
Select