Perkonomics: A marketing technique that involves adding new perks and privileges to a brand’s regular offerings, in an attempt to satisfy a customer’s need for “novel forms of status and/or convenience.”
A fellow Account Manager here at Cazbah cut this out of a recent Reader’s Digest – their recent Word of the Month. She’s always sending me interesting little tidbits to think about and potentially blog about.
After reading the definition a few times it finally sunk in that I apply perkonomics into all that I do for my clients on a daily basis. For the most part it pays off.
When I write an internet marketing plan for a client and their small business website – it consists of an outline of shared tasks to be completed over time to effectively enhance site usability, content, product information, optimization for search, social media awareness and brand development and much more.
My role as their internet marketing account manager is to provide high level strategic guidance on what works and what isn’t working and guide them on an ongoing basis to help their site evolve and ultimately convert and drive their brand and business.
Perknomics, for me, comes in to play when I’m out there tweeting about my clients, working them up on Facebook, using my network stream to promote them, and cross promoting between clients. These are things I am not required to do, but as I am passionate about my work and my small business clients, I look to promote them anyway I can.
Additionally, we guide them to do the hands-on work, and often times I will roll up my sleeves and get in the trenches with them and do much of the work for them if I know they are putting the effort in elsewhere.
I am a firm believer of random acts of kinds and paying it forward. I apply this to what I do at work also. It’s kind of like when someone’s parking meter runs out of money and you throw a quarter in as you walk by so they don’t get a ticket. Those little extras we do for people that are not part of the “package” we sell, but greatly enhances the service we provide.
For the most part this method pays off with mutual respect and a great working relationship. In some situations it is necessary to proceed with caution when doing this extra work as it becomes expected practice and gets taken for granted.
If perkonomics is a part of what I do, it is because I feel the recipient is deserving of the extra effort I put in.
How do you apply Perkonomics to your brand?
{ 3 comments… read them below or add one }
I love the concept and effort put into developing cool perkonomics. However, I hope that these efforts aren’t just short-tail gimmicks. In order to have a great campaign…you need a great product.
Wendy –
Outstanding! In the dictionary of Internet Jargon, next to the word Perkonomics, should be a picture of you.
The general U.S. population will not put up with “half-hearted” or “only working within the contractual agreement” when it comes to commerce. How often do we hear others, or ourselves, say, “Couldn’t the guy have at least thrown in a little extra?” or “You think she would have called me sooner since she knew I was leaving town.” The consumer today has high expectations for merchants.
Additionally, when we use best practices: honesty, responsibility, thoughtfulness, hard work … the extra-ordinary or “perkonomics” becomes second nature. We don’t have to “watch” for the opportunity, we (especially you) LIVE the opportunity.
Of course there will be those who take advantage of you. Of course there will be those who will treat you like dirt even though you have gone above and beyond for them. But do we change what we do based on a few people’s responses? If you know you are doing the right thing, don’t stop. Keep up the outstanding work and the excellent blog posts. Sue
Stuart I agree 100% – when I apply this to my clients I firmly stand behind the product or service they are offering. I can be an effective account manager and help market a site for which I don’t necessarily use or love the product, but if it’s a quality product I will do what’s within my power to go that extra mile to give them the extra “perks” of having me as their account manager.
Thanks for the comment.