For those of you missed the Honeywell Security conference (us included), they had a sales keynote who observed, “I don’t see anyone with Honeywell tattoos,” drawing big laughs from his audience.
Why? What's the solution?
According to the presenter, Jeffrey Gitomer, here is the answer:
"Social media has changed the way you sell and serve forever....
You don’t need to drop your price, you need to increase your perceived value,” and social media is the way to do it, be it Facebook, Twitter, Instagram or other online venues, he said.
“Tweet about safety once a day. Get your customers to follow you. Attract, engage and then connect,” he said."
And then, integrators will tattoo your brand...
I see the opposite.
Social media is fundamentally erosive to big brands.
In the 'old days', only a few large companies with big budgets could increase their 'perceived value' through media / marketing. Honeywell is clearly one of the success stories of that era.
Even if Honeywell was 'great' at social media, it is far easier for a small upstart to be equally great there, whereas that would have been nearly impossible before social media.
Alternatively, Honeywell could increase loyalty (the other theme in the speech) by helping their dealers make more money or deliver better products but Honeywell is being undercut by their own OEMs who inceasingly sell the same products in Honeywell's markets.
So what do you think? What can Honeywell do to inspire you to get a Honeywell tattoo?