A New Definition Of Marketing.

As adopted in October 2007 by the American Marketing Asosciation.Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.I hope you find that communication to be as clear and useful as I d...

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Taking Aim With Flexible Branding.

Thanks to Ben's fabulous post, I read this one about flexible identity.The fact that the visual representation of a brand can be flexible and still recognisable perhaps illustrates that brands are molecular, mean different things to different people and that single messages are overly restricting.Designers know that people are smart enough to recognise variant logoes. Marketers should have similar faith in their ability to receive a number of different...

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Branded Utility Has To Be Useful.

A lot of the talk about the interesting concept of branded utility being the wave of the future seems to me to focus too much on the brand and not enough on the utility. If you ignore the latter, you'll end up with gimmicks and there will be no consumer memory of your actions. This might be because the cited examples are always sexy products like Nike ID, but Tide got it right and proved (maybe emphasised) that even "boring" commodity products can have a huge impact.It's all about remembering that little things make a real differen...

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Geek Marketing 201 - Don't Buy Our Product.

When I first saw Buglabs modular "computers", I had no real idea what they were but I knew that they were worth watching. Then they won an innovation prize at CES and more people started paying attention. More impressive for me is that this uber-geeky business is not acting like a geek business. Here's their first sales announcement.If this were 1997, this post would be chock full of blinking content as we announced our store's opening with pride....

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In The Long Run We Are All Dead.

"There are no solutions, there are only rearrangements of problems." David Mamet: NovemberSo quit procrastinating, analysing and planning, just get out there and do somethi...

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Unchained America: Customer Service RIP?

The photo is of Taylor's diner in Independence, Oregon on the occasion of its closing in November 2006 - not because it wasn't profitable but because the newest Taylor generation have careers elsewhere. It's reproduced here courtesy of Dave Gorman who, last night, presented the first UK showing of his tremendous new film Unchained America documenting his attempt to cross the USA coast to coast in a 1970 Torino station-wagon while patronising only...

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Now That's What I Call Marketing.

"The best way to get a kid to go to bed is don't ask them if they want to go to bed, ask them what color jammies they want to wear"Merlin M...

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Marketing Needs Attention.

A number of recent posts have focussed on the supply-side of attention. There are a number of things to consider.Attention: In the face of rampant demand for our attention, the nature of that attention is changing. It's not continuous partial attention, which has increasingly proven to be unsatisfactory. Rather it is intensive attention. This can be a fast burst of intensive attention or a much longer, absorbed, interactive attention. But in both timescales, we are increasingly moving towards a binary world - you get intensive attention or you...

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Introduction to the Painting Business Success Hierarchy

In the next series of blog posts I’m going to reveal the building blocks for creating a solid long term and (more importantly) profitable painting business. I say “More importantly profitable” because there are plenty of painting businesses that hang in there year in and year out who are barley making ends meet! I call these building blocks… “The Painting Business Success Hierarchy” Regardless of whether you are a: Full time, full service painting business… Part time one man show… Or a mammoth multi crew franchise painting...

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There's A Word For It.

The evolution of language and specifically new words is an indicator of emerging trends of which the marketer should be aware. This antipodean competition for word of the year features some great ones and means that every time I go to the gym, the phrase arse antlers now springs to mind.Image courtesy of Wikiped...

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Free And Quite Good.

I had intended to write about the great phrase "peak attention" that I spotted via Russell, but he's done it superbly himself. His mention of the rise of "free and quite good" alternatives to existing products and services is key and not to be underestimated. Secondly, there are lots and lots of non-commercial alternatives that are free and quite good. And 'free and quite good' is really hard for regular commercial media to deal with. But, these do not have to be small, amateur operations. As I constantly write, being remarkable is not about being...

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Frequently Unanswered Questions.

While struggling with the shortcomings of the upgrade of The Times's online registration system, I have received a number of communications urging me to consult the FAQ page on their website.But if your customers/users are asking a number of questions that frequently, maybe an FAQ page is not the best solution. Wouldn't it be better if those questions were answered (intuitively or explicitly) at the point when they occurred to them? The problem with...

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Consistency is Key to Success

I hope you decide to take action on the knowledge you are gaining during your information gathering phase… Step #3: Be Consistent… Marketing is an ongoing process NOT a one time event! The real key to building momentum is applying what you learn with consistency. Doing something once usually won’t give you the results you desire. You must consistently do the right things over and over until they become second nature. Take marketing for example… Marketing is the life blood of your painting business; it is what you are and who you...

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B-to-B Online and Interactive Marketing - Cutting Through the Hype

Online advertising, social networking, search engine marketing (SEM), Internet broadcasting, wikis, Web 2.0 … what do these terms mean for your marketing strategy? How do you harness the power of this new medium without straying from your current strategy? The new and constantly changing digital marketplace represents great opportunity for your marketing organization and your company; however, many tech marketers are off to some operational false starts in this area. I recently completed a study of the online and interactive marketing area and...

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Inspiration Marketing.

J J Abrams, creator of Lost, talking about the impact of the design and usability of his Apple Powerbook. It asks me "What are you going to write - worthy of m...

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The Power Of The Blog.

As with 300, a movie review on this blog leads to box office gold. Tiny little Juno is just the latest of my picks to top the US box office. The causality is undeniab...

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Take Enthusiastic Action

Yesterday I talked about the importance of gathering information and how important that is to getting a fast start. The time and money you invest in gaining the knowledge you will need gives you the inspiration and confidence to move on to step two. …And it also saves you time and helps you avoid the stress and frustration of trial and error! As they say, “Education isn’t cheap but it costs a heck of a lot less than failure!” Today I’m going to talk about what to do with all your new found knowledge… After all what good is gaining...

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Painting Business Success ~ Fast! A Simple 3 Step Process

There is nothing wrong with fast success! In fact it is quite easy to get off to a fast start even if you are just getting started… Here is the first step in a simple proven three step process for getting your painting business off to the fastest start possible. (Or sparking new life into your existing painting business that may be just limping along.) Step # 1 – The Information Gathering Phase: Knowledge gives you Power! Arguably the first and most important step in starting or growing ANY business is the information gathering phase....

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Champagne, Roses and Marmite?

Last year, around St. Patrick's Day, I picked up a jar of limited edition Guinness flavoured Marmite at the supermarket. Needless to say, it remains unopened and not just because of the stories at the time that you could sell it on e-Bay for twice what you paid. Today, I hear that they are trying a similar trick for St. Valentine's Day by producing 600,000 jars of Marmite with, wait for it, a hint of champagne.Yes, they'll earn a lot of media coverage...

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Keep Gaining Knowledge...

The one MAJOR lesson I took from 2007 was to always keep learning, listening and growing… No kidding all the really successful business owners I spoke to made it a point to keep gaining the knowledge they needed to stay ahead of the crowd. …and there is no more critical time to gather the needed information than when you are just getting started! I have just finished updating and expanding Painting for Profits and my goal was to create the absolute best source of information available anywhere on the process of starting and growing a...

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Go Tell New Hampshire.

When I first saw a spreadsheet automatically update, I immediately wondered how businesses had ever been able to test scenarios or assess data without one. Of course, since then number-crunching has grown exponentially, but as New Hampshire Democrats showed the prevalence of data is a double-edged sword.Twenty-four hour news coverage led to a proliferation of polls that non-statisticians conflated into average findings and interpreted on the fly without paying attention to the large margins of errors that quick data collection must allow. Accordingly...

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Get Off to a Great Start in '08!

Happy New Year everyone! Today is my first day back from holiday vacation and I’m excited about what 2008 is going to bring… After taking some time to reflect on 2007 I have begun to formulate a plan to make 2008 even more fulfilling. (And YOU will benefit along the way.) One of the things that made the last year so rewarding was getting to talk to so many painters and painting business owners. I had the privilege of helping literally hundreds of people start and/or grow their painting business. Painting for Profits became a best...

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Is It The Best You Can Do?

A new year brings a lot of talk about favourite advertising of the year that's passed and new campaigns being launched. It's interesting, but it also serves to remind me that agency people and media commentators look at advertising in a totally different way from the target audience due to their investment in the work and their attachment to the ironic referencing of cultural and, yes, advertising staples.The whole process of pitching, working up...

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Marketing 2.0 Is Groucho Marketing.

The belonging/copying debate that is emerging from the world of Herd and Social Objects will get very loud this year as people seek to understand the social influences on buyer behaviour.One of the discussions I'm having with various people involved in it is just how good/different your product/service has to be before people will view its possession as something worthy of copying. In other words, is your club worth joining? Groucho marketing if...

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Fan Or Fantasy?

Economic conditions have proven difficulty for retailers this past year and today there are announcements of profit warnings from some of the "pile it high" stores.By contrast, the managing director of Waitrose supermarkets apparently receives 50 letters a week from people asking him to open branches in their neighbourhood.They're definitely supermarkets, though physically smaller with a focussed product range aimed at a slightly upmarket clientele. Their market share may only be 4% but their differences clearly appeal and this creates the loyalty...

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Joined Up Marketing.

Holidays over, so let's get back up to speed with a pop quiz.A letter arrives from a major national electrical goods retailer in response to my customer service query. It explains thatIt is not always possible for the store to be aware of each of the television advertisements that we display. However, they can quickly check with our marketing department in order to establish this information for (you)Can you spot the mista...

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