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080: Develop Products that Tell the Customer’s Story [Case Study]
07/05/16 • 28 min
Bet you didn't know that gems in this case means the real deal -- baubles, jewels, and even more to the point -- engagement rings! There's a young man disrupting the traditionally stodgy jewelry industry with his house calls, custom designs based on storytelling the romance, intricate one-of-a-kind wedding sets for the bride and groom, and an infusion into the family jewelry business (we hasten a guess). Zameer Kassam is a millennial with a Harvard Business School education. Slated to jump into his family jewelry business, he decided to sow his oats elsewhere. But, his designer mentality beckoned, and he began designing custom engagement rings for friends who took his nuptual business viral. You know how word of mouth works, right? Assam is bucking all the traditional roadblocks and taking the customer experience to the comforts of home. Using imagery, stories, interviews, and video all in the name of love, Kassam is developing a customer experience for life. He'll not only get the wedding ring to design, but what happens when it's the 10-year-anniversary, when the babies are born and when it's Mother's Day? Probably the most uncomfortable customer experience for a man is having to open that door into a jeweler for the first time to find the engagement ring. POUNCE! The poor guy is assaulted by lurking sales professionals wanting to lure him into an expensive bauble with no prior knowledge. Enter Kassam. He's taken the jewelry-buying experience to new and comfy heights. The professionals writing about him suggest it's a new way to do PR. I disagree, but not so much in this episode. We in PR have been telling stories for years; it's just the packaging of the storytelling that makes people think it's new. Thumbs up for Kassam, for sure. He's finally disrupting an industry so staid and old guard that hopefully those guys will sit up and take note. It's about time. How can your business disrupt the tried, true and tired? Think on it as you listen to this week's episode of The Heart of Marketing with John Gregory Olson and Jayme Soulati. Thanks for listening!
Resources
Read the Forbes post on Kassam's story.
A Word of Mouth episode to learn more about viral marketing.
Bet you didn't know that gems in this case means the real deal -- baubles, jewels, and even more to the point -- engagement rings! There's a young man disrupting the traditionally stodgy jewelry industry with his house calls, custom designs based on storytelling the romance, intricate one-of-a-kind wedding sets for the bride and groom, and an infusion into the family jewelry business (we hasten a guess). Zameer Kassam is a millennial with a Harvard Business School education. Slated to jump into his family jewelry business, he decided to sow his oats elsewhere. But, his designer mentality beckoned, and he began designing custom engagement rings for friends who took his nuptual business viral. You know how word of mouth works, right? Assam is bucking all the traditional roadblocks and taking the customer experience to the comforts of home. Using imagery, stories, interviews, and video all in the name of love, Kassam is developing a customer experience for life. He'll not only get the wedding ring to design, but what happens when it's the 10-year-anniversary, when the babies are born and when it's Mother's Day? Probably the most uncomfortable customer experience for a man is having to open that door into a jeweler for the first time to find the engagement ring. POUNCE! The poor guy is assaulted by lurking sales professionals wanting to lure him into an expensive bauble with no prior knowledge. Enter Kassam. He's taken the jewelry-buying experience to new and comfy heights. The professionals writing about him suggest it's a new way to do PR. I disagree, but not so much in this episode. We in PR have been telling stories for years; it's just the packaging of the storytelling that makes people think it's new. Thumbs up for Kassam, for sure. He's finally disrupting an industry so staid and old guard that hopefully those guys will sit up and take note. It's about time. How can your business disrupt the tried, true and tired? Think on it as you listen to this week's episode of The Heart of Marketing with John Gregory Olson and Jayme Soulati. Thanks for listening!
Resources
Read the Forbes post on Kassam's story.
A Word of Mouth episode to learn more about viral marketing.
Previous Episode
079: Built for Trust – The Evolution of Marketing Funnels [with Jeremy Reeves]
Marketing funnels are not dead, contrary to what many think. Our guest today, Jeremy Reeves, is a direct-response copywriter who writes for the sales funnel. He has been so successful that in his career he has generated some $50 million for his clients...wowza. He is a podcaster, guest blogger, social media pro, and as stated an expert in funnels. How can you not listen? John Gregory Olson tries really hard to get Jeremy's secret so The Heart of Marketing can be as successful, or perhaps just a smidgeon of that success, and he does succeed in getting Jeremy to spill: Jeremy knows something about building trust to get the customer to tap into the funnel and the product at the narrow bottom. Jeremy says that funnels need to be transparent or the intention needs to be such. Funnels should add value, and customers should trust you and want to click deeper because everything you present and position needs to work hand-in-hand with the pillars of heart marketing (OK, maybe that's what Jayme Soulati said). There is so much more Jeremy covers in today's episode on The Heart of Marketing podcast. If you have a question about funnels and whether you have to do one for your business, then this episode is for you. And, as you listen, please don't miss The Wizard of Oz connection, courtesy of John Gregory Olson! It's his fault this episode is chock full of laughs (but only in the middle and end, heh).
Next Episode
081: Rebranding Your Website – Mission and Values [Jayme Interviews John]
We all know John Gregory Olson as the #RockHot co-host of The Heart of Marketing with moi, Jayme Soulati, the ORIGINAL #RockHot whatever. Today is a special episode because I get to put John in the hot seat to pull his personal branding story from the trenches. Small Business Re-brand Every small business, and heck, even larger ones, has to endure a re-brand every now and again. John has done it now twice with an initial website migration and now with a domain change that required more content migration and starting from essentially scratch. Why Re-Brand? When you listen, you'll hear tips from a pro on the following: Whether a site migration is a negative for domain authority What is the why about whether a re-brand is necessary How podcasting has helped with writing power to revise a dead blog Naming the new entity and how message mapping is helpful Listen in today as Jayme takes the reins from John (who really doesn't like it too much), and John becomes a masterful storyteller (while still poking fun at me, heh) about rebranding his website and blog. Thanks for listening, heart marketers!
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