Marketing Bombogenesis

How to Make A Customer for Life--Infinit Nutrition and Foot Solutions

As consumers, we often we struggle to get good service, and hope the products we choose to buy are even remotely as good as the marketing claims that precede them. Skepticism has become a way of life. Recently, however, I had two experiences that have turned me from a customer to a customer for life. This, marketers, is how it's done.

Michael Folan, owner of Infinit Nutrition is one of my two new my poster boys for customer service. I am an avid triathlete, and many competitors I know swear by the Infinit products and service. Infinit is unique, in that they offer pre-mixed formulas OR the option to customize a brew just for you--more electrolytes or less, caffeine or not, higher or lower calories, lots of flavor or a little--it can all be made to your specifications.

I had visited the Infinit web site a number of times in th past, and was never quite sure what I wanted. I finally dropped Michael an email asking for some additional direction. Know what?  He actually called me! On the phone. Talking person to person. Not only did Michael call me once to review my needs, he followed-up (unheard of!) and called again to review his suggestions! That's it. I'm sold. If I have to, I'll tweak the Infinit product till the end of my days to get it right, and stick with a guy who puts himself out there to that degree to stand behind his product and make customers happy.

My second poster boy for customer service is Abe Hirsch at Foot Solutions. This may be more than you want to know, but I have terrible feet--flat, bunioned, pronating disasters. I have had orthotics for years, and couldn't run or do triathlons without them. You name the foot doctor/podiatrist of note in the Boston area, and I've seen them. Probably got orthotics from all of them too through the years.

About a year ago, I stopped into Foot Solutions on a whim to look for shoes. My orthotics were beyond worn out, and Abe showed me his system for making custom orthotics. I was skeptical--so conditioned was I to thinking only podiatrists could provide the proper orthotic. But I took a chance (I was already in the store and time is precious), and I got my orthotics from Abe. Truly, I have NEVER had a better pair.

Now here's the customer service part. I went back to see Abe last week to get a new pair of orthotics since I'm training again for the Ironman triathlon. Abe looked at the ones I got from him about a year ago, and said, "These orthotics are perfectly fine. They'll hold up to your training without a problem." I was stunned. Think about it. I was standing there willing to plunk down my credit card for a new pair on the spot. Instead of taking my money, he sent me home with the reassurance that my orthotics were fine. That saved me $300. $300!!!! I could not be more grateful.

So thank you Michael and Abe for your amazing service, and for being able to use you both as models for the way business should be done. In fact, there's a client of mine who needs some follow-up...

You can find Michael Folan and Infinit nutrition here, and Abe Hirsch at Foot Solutions here.

How My Experience Led to a Free Marketing Bonanza For ATA Cycle

I haven't posted to this blog in a bit, and I realized that what has been keeping me away is a tremendously good experience at a local bike shop I frequent. You see, my passion in my regular life is triathlon. Particularly, the Ironman distance. For this year's Ironman, which I will do in Florida in November, I purchased a new time trial rocket, I mean bike, from ATA Cycle in Concord, MA. I also bought my road bike at ATA two years ago.

ATA calls itself a pro shop, and owner, Husam Sahin, prides himself on being one of the most sought-after bike fitters around. (In case you don't know, bike fit can make or break everything from training to racing.) I was extraordinarily pleased with my experience at ATA when I bought my road bike, and thought it couldn't get any better. But Husam doesn't sit still. He continues to incorporate the most cutting-edge, sophisticated fitting techniques and software into his operation. When I was fit for my time trial bike, I was blown away time Husam spent with me, the thoroughness, and level of detail he sought to give me a perfect bike fit. The result? A bike that I rode for three hours on its maiden voyage with no need for even a tiny tweak or adjustment. It fit that perfectly. (I guess that's why USA Olympic triathlete Jarrod Shoemaker uses Husam too!)

Thing is, I believe Husam strives to be the best for reasons deeper than creating a successful business. Bike fit is his passion, and he couldn't cut corners if he tried. He is totally committed to sending cyclists--from recreational riders to Olympians--rolling out into the world happy and safe. That dedication comes through to me, the customer.

I am such a satisfied patron that I decided to take the time to create a vlog series on Husam's time trial fit process. I spent an evening video taping a fitting, then spent several weeks editing the raw footage into nine separate vlog entries. I devoted many hours of my own time to the project--that's how much I think of Husam and his entire operation at ATA Cycle. You can find the vlog series here on my Ironman blog. Hundreds of potential customers have viewed the series in less than a week.

Think about the marketing and PR Husam generated by following his passion, being completely committed to his customers, and providing the best service possible. Wouldn't it be great if you could do the same?

ATA Cycle
Husam Sahin, Owner and Master Fitter
93 Thoreau St., Concord, MA 978-369-5960
1173 Massachusetts Avenue, Cambridge, MA 617-354-0907

Do You Know How To Do A Blog Tour?

Do you even know what a blog tour is? If the answer is no to one or both questions, then you need to meet Steve O'Keefe. Better yet, you need to enroll in Steve's next on-line Internet Public Relations Class sponsored by the International Association of Online Communicators (IAOC).

Steve is Executive Director of Patron Saint PR, a boutique PR firm in New Orleans specializing in author and book publicity. He's also an adjunct professor at Tulane teaching Internet publicity. Steve is amazing. He has been using on-line publicity strategies for more than 15 years, and regularly leads a class teaching others what he knows. I've been in the on-line class for the past six weeks, and am awed by the breadth of Steve's experience, and touched by his generosity in sharing. The class is a combination lecture/Q&A format connected through Skype and Free Conference Call. The group of marketing professionals in the class are are brushing up on skills, and learning completely new ways to do PR--and many of us have been in the game a good, long time

Here is the syllabus we've been following:

Campaign Planning
Document Production & Syndication
Video Production & Syndication
Social Networking PR
Blog PR Web PR
Discussion Group PR
News Releases
Contact Management
Search Engine Optimization
Online Newsrooms

What's more, at Patron Saint PR you will find an incredible overview of campaigns Steve has done in the publishing industry. The specific information provided with each campaign is without par. For instance, there are the expected sample news releases, but there are also sample pitches to bloggers and discussion groups. There are sample giveaway files, and reporting documents for campaign results. That's just the tip of the iceberg. It's a gold mine.

Steve is also the author of the Complete Guide to Internet Publicity. It reads like a thriller. (OK, I admit I'm a PR geek, but I swear it's hard to put down.) There's a new edition in the works, but this book is still timely and relevant.

While this semester is already underway, keep this resource in mind to enroll in a future class. Information can be found at the IAOC blog.

Oh, did I mention that thanks to the IAOC the class is F-R-E-E? Just when you thought it couldn't get any better...