marketing guru blackshaw taps metaphor for launch of Tell3000.com
As executive vice president of Nielsen Online Digital Strategic Services, Pete Blackshaw knows a thing or two about marketing – having obtained Advertising Age's "Interactive Marketer of the Year" honor on his ever-growing resume. And when he prepared for the launch of his Random House book, "Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000," Blackshaw turned to metaphor to help ramp up the national marketing push.
Tell3000.com brings Blackshaw's message to life in highly interactive ways, including videos of Blackshaw introducing the book, a video testimonial by Joel Curran of Manning, Savage & Lee, "shout-outs" that are links to reviews by national authorities such as TIME Magazine and CNBC, Blackshaw's high-energy blog about the book, Twitter updates, a survey and other engaging resources. In fact, Blackshaw credits the book's Facebook success on the "ecosystem effect" of the great website from metaphor.
In Blackshaw's eyes, Tell3000.com is critical to the book's ongoing success. "Working with metaphor we were able to create a 24/7 welcome mat for those interested not only in the book but also in continuing the conversation about the power of consumer-generated media," Blackshaw says. "The entire publishing team is thrilled with editspot's interactive tools on Tell3000.com as it brings to life the critical nature of CGM and provides us full control of our own web presence."
True to Blackshaw's transparent nature, his contact information – including his cell phone number and his personal email address – are listed on the Web site. "Companies and CEOs who avoid feedback and direct personal contact with the public ultimately are bitten by their behavior," Blackshaw says. "Borrowing a page from Zappos.com – which posts its 1-800 number prominently throughout its Web site – I felt it important to be entirely accessible during the book launch. And it has paid off handsomely with metaphor and editspot as valuable marketing partners."
In the book, Blackshaw shows managers, marketers and business leaders how to establish and maintain credibility for their brand by being authentic, listening and responding to customers, and forming relationships built on openness, transparency and trust. Filled with stories based on his experience working with and studying Fortune 500 brands such as Toyota, Nike, Sony, General Motors, Unilever, Nestlé, Southwest, Lexus and Bank of America, Blackshaw offers a clear strategy to sustain a competitive advantage by creating enduring, loyal relationships with today's consumer.
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