MARKETING & CUSTOMER SERVICE NEWSLETTER
ISSUE
17 MAY 2013
this issue Marketing P.1 Customer Service P.1 Tools, Tidbits, and Trends P.2 The WOW Factor P.2 Upcoming Events P.3 Web Hits P.3 Key Marketing Dates P.3 Sponsorship P.4 Training P.5 Professional Development P.5 TEAM FMWR P.6 Employee/Program Highlights P.6
CUSTOMER SERVICE "We all make choices, but in the end our choices make us.“ Andrew Ryan - Bioshock OPEX & OPEX REFRESHER TRAINING DATES
21 MAY - OPEX 0730-1630 AMCC 22 MAY - OPEX Refresher 0800-1130 or 1300-1630 AMCC 13 JUNE - OPEX 0730-1630 AMCC 14 JUNE - OPEX Refresher 0800-1130 or 1300-1630 AMCC Remember space is limited to 28 per session so please get your staff registered now. The Refresher is for front line staff. Anyone who is a rater is to attend the Sustaining the Covenant Management Workshop – date TBD.
“Build your business plan to draw customers not income. Where the customers go, income follows. Mr. Wayne Bardell Director FMWR Fort Leonard Wood
Customer Service isn’t a department, it’s an attitude!
Is your Programming ‘Gangnam Style’? Many Koreans are as baffled as some of us as to why Psy’s Gangnam Style has captured the West’s attention with such force. The song has reached the top of the iTunes chart in 18 different countries including the US, and has tallied over 200 million YouTube views. The Beans Group has examined the track in their youth marketing laboratory and have identified four key ingredients that have exploded Gangnam Style’s success. Add these to your own programming and watch our youth stampede towards you.
1 PURE “WHAT THE ??”
3 ADDICTIVE
Listen to the song and your first thought is: what is this? You haven’t heard anything like it before, and if you watch the video the sensation is amplified as a chubby 30-something Asian man walks through a surreal variety of locations (horse stables? Children’s playground? Underground car park?) doing a dance which is part Tai-Chi, part Madonna’s Vogue, part buzzing builder at a rave. To marketers this is the Purple Cow (Seth Godin) - everyone has seen a Brown Cow, give them something they haven’t seen!
The sounds and rhythm that push Gangnam Style along are perfectly calibrated to make you move. Anyone who has danced to electronic music and that’s a lot of people globally - will not fail to respond when faced with this composition. Musically everything feels perfect - the pumping beats, the crashing cymbals, the dramatic pauses, the climatic wooshes. It’s well crafted; is your programming as cleverly arranged?
2 HUMOR
The song and video celebrates albeit tongue-in-cheek lavishness and luxury. Bling. In a country where credit card debt is 155% of disposable income and the Korean government isn’t bothered, it taps into the ‘Vegas baby’ recklessness and daring that appeals to many.
People like to smile. People like to be amused. Gangnam Style presses several funny buttons all at once. It’s a subversive satire on Korean overconsumption. It’s full of slapstick, both visually and in its audio effects. And it’s bizarre and silly, reminding us of everything from Monty Python to. Peanut Butter Jelly Time (Buckwheat Boyz). What ever it is… Humor works.
4 SWAGGER
Life is short, live it to the max. This is the mantra that leads to skydives and other adrenaline activities, but it also drives weekend shopathons across the world. Does your program contain swagger? Source: The Beans Group / Youth Marketing
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