TRENDS 2007

Hear! Hear!

If we all knew the answers, we would never play the game. Today's consumers are smart. They want more. They tell their friends—the good, the bad, and the ugly. We know that the only way to drive sales is to acquire new customers, get current customers to buy more, or raise the price. But how? Starbucks created its leadership position not by creating interest in its brand, but by listening. How do you rate your company's listening skills? It could be as simple as thinking about location, location, location. Procter & Gamble just launched two new social-networking sites designed to win over customers and at the same time provide research on how to improve areas of their business. Mini Cooper used a cross-country promotional tour to collect consumer feedback. Netflix is using a game to improve its accuracy of recommendations. Apple is doing it by hosting discussion groups on its Web site. All the results aren't in yet—but these brands are listening. Are you? Let's talk.

—James Hanusa, Manager, Business Development