I just love to see Technology Marketing in action when it’s really done right.
I’ve been writing and tweeting about Zendesk’s Customer Service Hero Tour – not because I’m affiliated with the company in any way, but simply because I think they have just hit the marketing ball out of the park on this one.
But to make a long story short, I love this because it’s Marketing that brings VALUE to people. It’s not just a bunch of words or a snazzy web page.
Why the Tour is Valuable – and Awesome Marketing. Yeah, Educational too.
Here’s why I love this marketing (errrr… education) event:
1) They are coming to us. Yup. I’m in Austin, and they’re coming here. None of that superior “west coast software” attitude.
2) They are making it interesting. 5-star (on Amazon.com – including a review from Steve “Woz” Wozniak) author Micah Solomon is coming along on the tour. He’s the author of “High-Tech, High-Touch Customer Service: Inspire Timeless Loyalty in the Demanding New World of Social Commerce”.
I’d visit a toilet-bowl cleaner marketing event to listen to this customer service celebrity speak.
3) They help me do my job better. Zendesk is sharing best-practices benchmark data from their 15,000 customers and is also hosting a Customer Service interactive panel discussion.
4) They’re making it fun. Everyone always hosts these events at some boring Marriott or Hilton. Nothing against those hotels, but they’re not very fun – I’ve had beers in about 10,000 Marriott “Champions” bars and none of them are fun.
I don’t know about other cities (they promise a “Hero Party” in every city), but the Austin event is being held at “The Parish” – an ultra-cool live music venue in the heart of Austin’s hot 6th St. district. Super smart – playing on Austin’s reputation as the “Live Music Capital of the Planet”.
5) It’s free. If Zendesk wanted to, they could easily charge for this event. People pay hundreds of dollars (or much more) all the time to attend various “symposia” that are less educational and valuable than this. Call it a “Seminar” or “Symposium” and get rid of the super-hero graphics, and they could turn a profit on this tour.
What’s NOT to love about this event? Check it out….see you there – if you go to the Austin one.
Hollis Tibbetts is a Software Strategy Director for Dell Inc.’s Global Mergers and Acquisitions organization. He writes on a number of software marketing and technology topics, including marketing “best practices”, growth strategies, Data, Integration and Legacy Modernization (aka IT Modernization, Application Modernization, Software Modernization, etc.).