{"id":2033,"date":"2014-05-30T14:54:36","date_gmt":"2014-05-30T14:54:36","guid":{"rendered":"http:\/\/tellyourstoryinc.com\/?p=2033"},"modified":"2016-07-23T14:18:27","modified_gmt":"2016-07-23T14:18:27","slug":"marketing-so-good-your-customers-would-pay-for-it","status":"publish","type":"post","link":"https:\/\/pairdesignchicago.com\/tellyourstory\/marketing-so-good-your-customers-would-pay-for-it\/","title":{"rendered":"Marketing So Good Your Customers Would Pay For It"},"content":{"rendered":"<h4><em>Dispatches from BMA14: a Series of Short Reports from the Tell Your Story Team at #BMA14 in Chicago<\/em><\/h4>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/jaybaer.com\/\" target=\"_blank\" rel=\"nofollow\">Jay Baer<\/a>, author of the best selling book\u00a0<a href=\"http:\/\/www.youtilitybook.com\/\" target=\"_blank\" rel=\"nofollow\"><i>Youtility,<\/i><\/a>\u00a0kicked off the last day of BMA14 with a rousing discussion about useful marketing. He defined \u201cYoutility\u201d as marketing that is so good, your customers would pay for it. Pretty aspirational right?<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2034 alignright\" title=\"Columbia knot app\" src=\"http:\/\/tellyourstoryinc.com\/wp-content\/uploads\/2014\/05\/columbia-business-marketing-app.jpg\" alt=\"Columbia knot app\" width=\"127\" height=\"240\" \/>Jay gave three great examples of \u201cYoutility\u201d in action:<\/p>\n<p>&nbsp;<\/p>\n<p>1)\u00a0\u00a0 <a href=\"http:\/\/www.columbia.com\/\" target=\"_blank\" rel=\"nofollow\">Columbia<\/a> came out with a knot-tying app. They don\u2019t sell rope. They could have come out with an app that helps you choose a jacket. But how useful would that be?<\/p>\n<p>&nbsp;<\/p>\n<p>2)\u00a0\u00a0 In Montreal, leases all end on the same day of the year, creating a massive moving day. <a href=\"http:\/\/www.ikea.com\/us\/en\/\" target=\"_blank\" rel=\"nofollow\">Ikea<\/a> tapped into this by giving out free boxes around the town. Guess what? Their sales increased by 25%.<\/p>\n<p>&nbsp;<\/p>\n<p>3)\u00a0\u00a0 Jay said his favorite example of Youtility is the app <a href=\"http:\/\/runpee.com\/\" target=\"_blank\" rel=\"nofollow\">RunPee.<\/a> The app tells you when the best time to leave a movie and use the bathroom is. Then it gives you a synopsis when you get back. Voted #1 app by Pregnancy Magazine!<\/p>\n<p>&nbsp;<\/p>\n<p>Ready to take this concept and apply it to your own marketing? Remember that Youtility is a process, not a project. Jay warns \u201cyou can\u2019t schedule greatness.\u201d Rather, keep the idea of useful marketing in your head at all times, and hey, you may just come up with the next RunPee yourself.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dispatches from BMA14: a Series of Short Reports from the Tell Your Story Team at #BMA14 in Chicago &nbsp; Jay Baer, author of the best selling book\u00a0Youtility,\u00a0kicked off the last day of BMA14 with a rousing discussion about useful marketing. He defined \u201cYoutility\u201d as marketing&#8230;<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[148,141,140],"tags":[339,342,280,137],"class_list":["post-2033","post","type-post","status-publish","format-standard","hentry","category-blog","category-events","category-business-marketing-association","tag-bma14","tag-youtility","tag-business-marketing-association","tag-marketing"],"_links":{"self":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts\/2033","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/comments?post=2033"}],"version-history":[{"count":2,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts\/2033\/revisions"}],"predecessor-version":[{"id":5464,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts\/2033\/revisions\/5464"}],"wp:attachment":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/media?parent=2033"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/categories?post=2033"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/tags?post=2033"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}