Connecting With Customers or Marketing and PR?

When I first read the title to Chapter 10 in "Real-Time Marketing & PR," this was the first picture that popped into my mind. The chapter, entitled "Connecting with customers is marketing and pr,"talked about the importance of interacting and pleasing current customers. With the uprise of social media, customers are more able to spread their opinion, whether it be good or bad. In order to keep the opinion positive, helpful interaction must be made between the customer and the company. David Meerman Scott then goes into detail about the four key components of making or improving connections between the consumer and organization.

Working for a family-owned business, I know how important word-of-mouth advertising is. Because the store doesn't have much expendable income, television advertising is not the ideal place for the store. Even if television advertising was a possibility, it wouldn't make sense with the atmosphere of the store. Word-of-mouth is truly our most effective way of advertising. People are welcomed in, listened to and cared for whenever they enter. Because of this connection with customers, many have recommended our store to others. Many new customers enter saying they heard about us from another customer. The fact that I know many of the customers by name is a true testament to the connections we build with those that visit our store.

All of this fits well because it sits in a small town. If we were in a different location, a new approach would need to be taken. No matter what, connecting with customers would still be very close to the top of importance, if not first. The fact still stands that many people rely on those around them for opinions on products or businesses. Scott was definitely right when he said connecting with customers is a way of marketing your business.