What Does It All Mean?

A live ad that generated huge coverage here and lots of brickbats. I felt short-changed because regardless of the skill involved I was expecting a much bigger team of sky-divers simultaneously spelling out the Honda name. I then started wondering why the chutes weren't branded so as to reinforce the sponsor in my mind in the frankly boring last thirty seconds. Now, many people will rightly point to the undeniable expanse of free media that resulted from this "event" , but there's clearly a danger that such a media cicrus leads to the heinous sin...

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Prefix Marketing.

A quick reminder. We don't need another marketing prefix. Marketing is strategic. It's a combination of elements that creates the environment in which it is possible to meet a customer need (starting right back at product development).If there's a prefix, it's indicative of a tactical subset of marketing and not of a new paradigm. Promotion/advertising is a subset of marketing, albeit the one that is most often referred to as "marketing" by people who don't know better. So is viral marketing. So is direct marketing. If one of those tactics is discredited,...

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Why Customer Relationships Aren't.

Shirley Hazzard, the eminent Australian author discusses the difference between love and "relationships".Love is, I suggest, a very unfashionable subject. “Yes, I know that. People don’t love each other any more, it’s too much trouble... In my books, they have to suffer. They’re not calculating, ‘Is it worth it?’ It’s inevitable. And they know that if they’re ever going to get deeply into something, it will be this. It’s a kind of inevitability....

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Marketing By Standing Around.

The glorious Improv Everywhere have carried out some fabulous flashmob-style events over the year, but in January they surpassed themselves at Grand Central Station. In contrast to their other events, this is all about standing out by not doing something, standing out via a cohesive action and standing out by being overtly but not aggressively different. It has an impact that is deeper and, I would suggest, longer-lasting than that of the gimmicky stunt that tends to generate a laugh but no great memory.In contrast, the version it inspired on Law...

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Someone Always Notices.

At an innovation conference last week, there was much discussion by the likes of Tim Berners-Lee and Sam Pitodra about the need to acknowledge that trying and failing was an essential part of progress and one that needed to be imbued in the culture.But then on the break, the PA started blasting out the inspirational sounds of some old rock-band. It was intended to maintain the mood, but unfortunately there were lyrics.We are the championsNo time...

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An Industry-Proven Framework for Managing Marketing's Investment

Given the economic backdrop of 2008, there are more good reasons than ever for sales and marketing executives to engage in a deep scrutiny of their costs. Many organizations have made good progress on cost control, but there is much to be done; and our IDC CMO Advisory research continues to identify big pockets of wasteful spending in these functions. To help technology marketers better manage their investments, we have just completed our second edition of the sales, marketing, and market intelligence (MI) taxonomy. (email me at mgerard@idc.com...

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Customers Want Otherness.

Seth Godin wrote a terrific little post the other day about revenues increasing as you get closer to the "pain' of the consumer. What he's reframing, of course, is scarcity. In the absence of choice (or supply), price will rise. But there are many forms that scarcity can take.The customer who has a scarcity of time will value convenience.The customer who has a scarcity of expertise will value competence.The customer who has a scarcity of style will...

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How To Generate Word Of Mouth.

A trip to the plumbing supplies outlet. Yes, they can identify the fault. Yes, they can order the seals that need to be replaced. No there will be no charge even though it's no longer under guarantee and a number of other plumbers had suggested three figure bills.Why so helpful?"Because we only supply products that we can back up."It wasn't a clever advertisement. It wasn't a scripted customer service pitch. It was just a retail worker enunciating...

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Treat Customers As Lovers?

A friend bought a table at a local charity dinner only to discover, as the day arrived, that only seven of the ten seats would be occupied. The reason? One of the husbands was having an affair with one of the wives. The repercussions in the small tight-knit community are huge of course but the thing that stuck with me was how the affair was discovered. The betrayed wife saw her husband welcome the other woman in a social setting and explained that...

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Racing In A Skirt Makes You Feel Fast?

Everybody talks about Nike ID as the key innovation in blending running products and runners' enthusiasms, but apparently that's not true. Watch and learn about "putting a sexy spin on a running classic by mixing fitness, flirting and fun in an innovative new race series." I have seen the future of athletics and I'm very confus...

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Unchoosing Your Customers.

As the credit crunch bites, it seems that a number of credit providers are becoming choosy about who they want as customers. It's not just bad debts they want to avoid but also those credit card customers who shop sensibly, pay off their debt in full every month and thus are relatively unprofitable. They're having their credit limits summarily reduced or sometimes removed completely.That may make eminent balance sheet good sense, but the message...

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The Evolution Will Not Be Televised.

The seeds of huge marketing changes are being planted now. In hindsight, historians will see that a revolution occurred. But to us in the know, it will only appear to be an evolution while to the digital natives it will just be inevitable. So don't think of it as a revolution - people and especially clients don't like revolutions. Don't expect it to be broadcast - people and especially clients will be unaware of it (or, at best, sceptical). Just...

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That Tractors Woman.

Thanks to Jeremy at Penguin, I've finally tracked down a photo of a poster that I saw in the Tube weeks ago. There are so many new books out there each month that differentiation is formidably difficult, so I love the way they speak to the reader by talking in unliterary language. It's a nice example of focussing on feelings of familiarity and copying rather than emphasising the story content. I, for one, am well aware of the "tractors" book even...

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Differentiation Isn't Disruption.

This could be the start of a series of posts about the misuse of terms by supposed experts. We shall see. Today's example was an author/lecturer suggesting that the UK bottled water industry had ballooned into an £8 billion business because the market had been disrupted by companies who didn't sell water but sold experiences based on stories about French mountain streams and Swiss lakes. Wrong. That's not disruption, that's just plain old differentiation...

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Cheerfully Commercial?

Joe Public’s relationship with brands has also shifted: we love them, and we don’t much care that they are colonising our lives. Marketing gurus have a term for it. According to them, we are all “cheerfully commercial” now.That's marketing gurus for you. Always ready with a buzzy phrase. But I'm not buying it.The quote comes from an article about the alignment of bands and brands and it's ironically true that the No Logo generation are more amenable to the commercial world than suggested in Naomi Klein's diatribe.But it's laughable to extrapolate...

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Banksy Does Marketing.

Becoming the most noticed artist amongst the hundreds of thousand vying for that tag is a classic differentiation problem. You have to ensure you have a remarkable product and be really clever in your use of a combination of discovery and free to create a story surrounding it. The story generates interest in what you're doing and you start to reap the financial benefits because of it.Some accuse you of daylight robbery, but you don't rest on your...

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Marketing's Next Trick.

David Blaine is a magician but he claims his performances as an endurance artist involve no trickery - this despite the fact that he inhaled pure oxygen for 23 minutes before claiming a world record by breathing underwater for over 17 minutes on the Oprah show. Are we impressed and, if so, for how long? Or does the niggling doubt of deception minimise what might or might not be a great achievement?The whole thing reminded me of Iain Tait's Under...

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