Download Youtility: Why Smart Marketing Is about Help Not Hype PDF

TitleYoutility: Why Smart Marketing Is about Help Not Hype
File Size6.5 MB
Total Pages187
Table of Contents
                            TITLE PAGE
	This Book Is About You
INTRODUCTION: Make a Customer Today, or Create a Customer for Life
PART I: Turning Marketing Upside Down
	CHAPTER 1: Top-of-Mind Awareness
		You Can’t Promote to People You Can’t Find: The Fracturing of the Media Landscape
		Distrust Chips Away at Top-of-Mind Awareness
	CHAPTER 2: Frame-of-Mind Awareness
		The Rise of Inbound Marketing and Why It’s Half the Story
		A Sea of Inputs Are Weakening the Grasp of Search
	CHAPTER 3: Friend-of-Mine Awareness
		Personal and Commercial Relationships Have Merged
		Two Ways to Conquer the Invitation Avalanche
		@HiltonSuggests and the Power of Real-Time Youtility
		Phoenix Children’s Hospital Car Seat Helper and the Power of Removing Indecision
		Charmin’s Sit or Squat and the Power of Answering a Universal Question
		Taxi Mike and the Power of Low-Tech Youtility
		Why Isn’t Youtility Universal?
		The Three Facets of Youtility
PART II: The Three Facets of Youtility
	CHAPTER 4: Self-Serve Information
		The Zero Moment of Truth and the Flood of Customer Inputs
		Always-on Internet Access Has Made Us All Passive-Aggressive
		Death of the Salesmen
		Life Technologies Offers Self-Serve Information Through Interactive Video
		Clorox Gives Away Self-Serve Stain Information
		Big Poppa Is a Conduit for Self-Serve Information
		Angie’s List: Youtility from Day One
	CHAPTER 5: Radical Transparency
		Holiday World and Splashin’ Safari—Answering Questions You Didn’t Know You Had
		Your Customers’ Expectations Are Changing
		McDonald’s Canada Has Nothing to Hide
		Warby Parker Answers Questions Every Which Way They’re Posed
		Freezer Burns: Answered Questions, Created an Industry
		Answering Questions with Advocates
	CHAPTER 6: Real-Time Relevancy
		Meijer Saves Shoppers Time with In-Store Mapping
		The Fight Against Show-Rooming
		Vanderbilt CoachSmart App Helps Coaches Keep Players Safe
		Dan Deacon Turns Fans into Part of the Show
		Scotts Miracle-Gro Solves Seasonal, Agrarian Problems
		Syncapse Helps Businesses Plan Their Annual Facebook Advertising Budget
PART III: Six Blueprints to Create Youtility
	CHAPTER 7: Identify Customer Needs
		Search Engine Data Is the Atlas for Consumer Understanding
		Social Chatter Uncovers Customer Needs
		Web Analytics and Internal Search Show You What’s Working Today
		Ask Your Customers What They Want
	CHAPTER 8: Map Customer Needs to Useful Marketing
		Atomize Your Marketing to Reach a Larger Audience
	CHAPTER 9: Market Your Marketing
		The Relationship Between Youtility and Social Media
		Your Most Important (and Most Often Overlooked) Audience
	CHAPTER 10: Insource Youtility
		McDonald’s Canada and Circumstantial Insourcing
		SAP and Voluntary Insourcing
		IBM and Assisted Insourcing
		OpenView Venture Partners and Mandatory Insourcing
	CHAPTER 11: Make Youtility a Process, Not a Project
		Your Customers May Need Something Different from You Tomorrow
		New Technology Opens the Door to Youtility Variations
		Good Ideas Don’t Have an Expiration Date
	CHAPTER 12: Keeping Score
		Consumption Metrics
		Advocacy and Sharing Metrics
		Lead-Generation Metrics
		Sales Metrics
		Return on Investment: Is This Worth the Effort?
Youtility: An Easy Reference Guide
Document Text Contents
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Point Inside specializes in indoor cartography, providing shoppers with enhanced
experiences. In 2010 the company partnered with Meijer, a family-owned,
Michigan-based retailer with more than two hundred stores in the Midwest, to
develop the industry’s first mobile product locator. The typical Meijer store
includes more than one hundred thousand items: a mix of grocery, hard goods,
and soft goods. Jeff Handler, former chief marketing officer for Meijer, became
aware of Point Inside’s indoor mapping technology and wondered whether it
could be applied in a retail environment. The resulting collaboration became the
Meijer Find-It app, a mobile locator for Apple and Android devices that provides
real convenience to shoppers.

Within Find-It (, consumers can locate specific products
anywhere in the store (to within a few feet), view and clip virtual coupons, create
and track personal shopping lists, route a trip within the store to maximize
efficiency, locate store services such as restrooms, and view items currently on
sale. There is also a built-in locator showing all Meijer stores across the country.
A short demonstration video on YouTube ( shows Find-It at
work, and illustrates how easy it is to locate products at the individual SKU

Todd Sherman, current chief marketing officer at Point Inside, says that
providing consumers with the routed shopping trip inside the store defies long-
standing tradition, but it is much in demand among shoppers. “The conventional
wisdom for years has been to put the products people want in the back of the
store. They’ll have to walk through the entire store and something will catch
their eye, and they’ll put it in their shopping cart. What’s been found is that
really doesn’t work. People are kind of in a hurry, and in fact, they get annoyed
that they have to walk all the way to the back of the store to pick up the milk.”9

Sherman and Point Inside claim that many shoppers think about trips in time
chunks, and “beating” their presumed time by making that trip more efficient
creates additional, spontaneous purchases. “What happens is people go to the
store and they have a mental number: ‘I’ve got twenty items. I’m giving myself
thirty minutes to shop for them,’” Sherman says. “If you can help somebody
pick up those items in twenty minutes, they’ll use that extra ten minutes to look
at other items in the store and add some of them to their shopping cart.”

In a highly competitive retail setting, it doesn’t take many instances of
adding or subtracting shopping list items to make a material impact on sales and
profits. As Sherman notes, if the consumer has twenty items on his or her
shopping list and cannot locate one item on their trip, it’s a potential 5 percent

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decrease in revenue, using an average cost across all items. “By bringing the
shopping lists into an application that drops pins and shows customers within a
couple of feet where each of those products are, it eliminates that 5 percent
reduction,” he says.

Point Inside continues to build on the original technology deployed for
Meijer with new mobile couponing opportunities and maps for major airports
and shopping malls. A major new retailer (still a secret at this time) is readying a
store mapping application with Point Inside, and, as part of the development
process, conducted interviews with shoppers using the pilot version. The
potential impact on loyalty is significant. According to Sherman, “Sixty-five
percent, I think, of the customers said that they would shop at that store, and not
their competitor, because the application gave them the ability to find products
so easily.”

While applications like Find-It provide retail Youtility that can increase average
order size and customer satisfaction, a more insidious combination of mobility
and location is creating substantial teeth gnashing among some merchants.
Increasingly, consumers are using their mobile devices to comparison shop in
real time, determining whether the product in front of them on the shelf is being
sold for the best price, or whether consumer reviews are positive or negative for
the product. Widely known as “showrooming” in the retail world, it’s a
phenomenon that’s very real. Research from the Social Habit found that 56
percent of American men who use social media and have a smartphone use that
device to comparison shop or check reviews when shopping locally. Forty-three
percent of women do the same.

Consumers are assisted in this effort by apps that enable in-store browsers to
scan the bar code for nearly any product and have prices and reviews from
dozens of websites pushed to their mobile device in seconds. Amazon’s Price
Check application is often used to showroom, and it even includes the option to
take a mobile picture of any product, which Amazon will attempt to find, using
advanced photo recognition technology. Other options focus on a particular
category, including Wine Spectator’s mobile reviews application, that provides,
for a small monthly fee, the company’s full database of wine reviews.

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JAY BAER is a tequila-loving, hype-free marketing consultant and speaker.
He’s the President of Convince & Convert, a social media and content
accelerator firm that works with major brands to take their digital marketing
from good to great. An online pioneer, he’s founded five companies and has
consulted for more than 700 brands, including 29 of the FORTUNE 500.

His Convince & Convert blog ( is ranked as the
world’s #1 content marketing resource by the Content Marketing Institute. He’s
also the co-author of the social business book The NOW Revolution: 7 Shifts to
Make Your Business Faster, Smarter and More Social, and is host of the popular
weekly podcast, Social Pros.

Find him online at and @jaybaer on Twitter.

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