Vendor Relationship Marketing.

It's always good to listen to people from other disciplines and a few days ago I caught up with Doc Searls, Adriana and various other programmers and marketers who share an interest in VRM (vendor relationship management). Some interesting themes emerged.1) The internet has improved the supply side of the economy, but has done less for the demand side. The purpose of VRM is to provide the customer with ways of bearing some of the relationship burden...

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Customer Experience Is Not The New Marketing.

It's nearly a decade since Pine and Gilmore wrote about the Experience Economy. They saw services becoming commoditised and argued that differentiation could be achieved by turning retail into entertainment.I recall that Banana Republic were one of their examples, but wonder if anyone still (or indeed ever) thought about shopping there as an experience. After all, do you want to experience retail or do you just want to buy something you like and...

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Boxing Clever.

What do you enjoy most? A single sandwich or unpacking a hamper? An individual present or the multiple excitements of a Christmas stocking/pillow? That's the thinking behind the MatterBox that I receieved a few weeks ago. Crammed full of a remarkable number of items, this collaboration beween Artomatic and the Post Office is about much more than the stuff.It recognises that if you stimulate a sense of exploration and discovery (in this case by turning...

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Roundabout Marketing (Far From Indirect).

So you find yourself at a roundabout focussing on the traffic-flow you're seeking to join and you're distracted by this.A council that cuts down street trees in order to avoid the risk of a branch one day falling on someone and prompting a lawsuit, but a council that doesn't seem to have grasped the whole interruptive concept and how it might be a little dangerous in this situation. More than that, it's indicative of how few organisations/people...

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Disrupt Your Market, Not Your Users.

Disrupting a market is a great way to gain market share. So companies increasingly focus on how to do things differently in their chosen field. It can yield great dividends, but the innovation is only half the job.If you change the physical shape or size of your product, do you ensure that you facilitate its use by providing or highlighting ways for users to transport/carry them (this applies equally to small items as well as large)?If you change...

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Influencing - So You Don't Have To.

That may explain why the script is so sharp, tight and funny Who said that? Oh yes. I d...

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Marketing And Strategy.

Business strategy and marketing are very similar disciplines (when properly understood). They both focus on the raison d'etre of a business - satisfying customer needs. That's why marketing must be central to any business. If it isn't, it's because marketing hasn't been properly marketed within the business. Here's how you do it.Michael Porter's definition of strategy."Competitive strategy is about being different...It means deliberately choosing a different set of activities to deliver a unique mix of value (for the customer)." Peter Drucker's...

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The Marketing Dilemma.

“We’re talking to global marketing directors who think about how to sell more product, rather than how they tell people their chocolate bar tastes good,”Both sides of the argument are right and wrong simultaneously, but I'd always err on the revenue-generating si...

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Here Comes Everybody.

In his forthcoming book, Clay Shirky explains how internet media has become social media - allowing customers to follow their natural instincts and act in groups.The book does not fully detail the implications for business but elsewhere he nails it,What do businesses need to know: Businesses need to know that the old simplicities of dealing with their customers are disappearing, because customers are now able to coordinate their actions in groups......Now,...

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Yo-Yo Marketing.

The "Sleeping and Dreaming" exhibition was interesting but, to be honest, I mainly took away the observation that a lot of German academics film people while they're asleep.However, in a piece of promotional material for the main collection I read the following,"I'm no longer on a diet. I'm no longer in that state of constant failure."Isn't that great advice for the slumbering marketing industry? Just as yo-yo dieters need to break the cycle to...

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The Expertise Of Agencies.

One of my pet hates is the way that marketing departments outsource so much of their work. It's a question of balancing specialist skills against intimate knowledge of the product/service and its marketplace and I'm not sure that balance is correctly maintained. But sometimes, I accept, I am too critical of agencies. Today, for example, I am sure the clients of an international agency will be reassured to know that its staff are increasing their...

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Saving Pennies To Lose Dollars.

It's trivial, but I realise that while I chose flights on price and convenience on my recent trip, the thing I remember most vividly is my feeling of disappointment at the inferior quality of the meals on one of the carriers. Now airline food is not expected to be gourmet quality and readily meets those expectations, but this time I just had the feeling that cost-cutting had prevailed. I wasn't even hungry. But I felt I was being short-changed.Maybe...

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An Inconvenient Truth for Marketers: The Role and Value of Information

An inconvenient truth for IT vendors: The factors least considered by vendors in go-to-market programs are those most valued by technology buyers:IT vendors focus on the ROI of their marketing programs and their sales programs. They might also talk about the ROI a buyer can expect to achieve with their product (i.e., product ROI). Few sufficiently consider the ROI a buyer expects to achieve by spending time with a vendor’s information and people -- the relationship ROI.Technology marketers build marketing mix plans based on format (e.g., advertisement...

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Never Fake It.

According to this article, the requirement for Japanese staff to maintain a permanent fake smile may be building up real emotional problems when they leave work.Real emotions, Makoto Natsume says, are being dangerously suppressed by the “smile masks” that women wear all day at work and the psychological effects he sees among patients are devastating. Depression, mental illness and other disorders are spreading fast, he cautions, and smile-mask syndrome...

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Always Stay On Message.

A Brenthaven rucksack is designed to safely carry a laptop and even protect it when dropped. The webiste uses phrases like "Virtually Indestructible", "The fabric we use can take a beating" and "Rugged Ballistic Nylon is the best and most durable nylon in the marketplace". While these claims are apparently entirely justifiable, I couldn't help but notice the double boxing which protected it from Amazonian rigours. That's the Amazon online retail...

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Is Your Painting Business Built on Quick Sand?

Quite often painters email me excited about starting their own painting business… They tell me all about how much experience they have in the trade or about how well they can paint.Most of the emails look something like this:Hello Andy, I have been painting for [insert # of years here]. I want to start my own business. I have most of the tools I will need but I don’t know how to get started, any suggestions?Yup, here are some suggestions…• Realize that good painting skills will not guarantee your successSeriously, wipe that thought right...

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Show The Customer What You Do.

I found myself critiquing the website of a talented woman the other night (as one does). Like so many people/businesses/designers she had focussed on all that boring information she thought should be on the front page. After all you need your visitors to be able to contact you, scroll through your stuff and read testimonials.All true, of course, but website as directory doesn't work, Google is the directory of choice. Once a potential customer finds...

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Addendum.

But it didn't spoil my enjoyment of the three flavours I was eating in what passes for my office this we...

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When Heritage Goes Bad.

If you make a claim for your product/service you better make sure it's a reflection of current behaviour. This struck me when I saw the inside lid of the Haagen Daz just now. It saysWe began more than 40 years ago with three flavors, and it took six years to develop a fourth. That's the patient and uncompromising approach we've taken to every new product we've created ever since.A nice claim to heritage and authenticity except that, at that rate,...

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Superbowl Silly Season.

It was interesting to see how much people were tweeting the Superbowl ads as they aired. It's become a self-fulfilling prophecy. The richest ad space on the planet ($2.7 million per 30 seconds) becomes an event. But I'm wondering if it's only an event for those in the industry. Sorry to tell you folks, but the huge audience is there for the football game and maybe the half-time show. The ads are as interruptive as ever and seemingly more ignored...

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Free Don't Pay The Rent.

There is a reason why Kevin Kelly's post about the alternatives to free is being quoted everywhere. I make no apology for joining in. This is about as important a business post as you can get and will be in your top ten reads of the year come December.If you don't spend endless time focussing on how to ensure your product/service delivers immediacy, personalisation, interpretation (comprehension), authenticity, accessibility, embodiment (sensual tactility), patronage (loyalty) or findability - and preferably any number of those factors, then you...

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Microsoft And Yahoo.

So Microsoft are formally trying to acquire Yahoo. The offer document is naturally filled with details of the opportunities that they suggest this will bring. But what of the opportunities for smaller businesses? They might feel increasingly vulnerable in the face of the creation of such a huge conglomerate. But that's only true if they don't change.The deal would have an impact on a huge number of users of a variety of services and there will be a minority of Yahoo users who might not want to be associated with Microsoft for the simple reason...

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