Sustainable Social Object Advantage.

When Jyri expanded the work of Bourdieu and Hyde amongst others and started to talk about object centred sociality, he used Flickr as an example. The photos were the object while sharing and commenting were the social gestures (or verbs as he would put it). The sociality was a source of competitive advantage.An observation on her own behaviour made by Elizabeth Churchill in a recent talk prompted me to wonder about an unexpected side-effect of continuous...

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A Simple Bidding and Estimating Technique...

I get emails all the time asking for bidding and estimating advice... Some go so far as to tell me I am selfish because I don't give away my system for free!It's true that knowing the secrets I share in my #1 rated Bid-to-Win Estimating System will surely put you light-years ahead of other painters in the field, but they are simply too valuable to give away for free...I busted my butt for years, working for below average pay (paying my dues and eating a lot of crow) to earn the respect of my mentor. My neighbor runs a very successful home improvement...

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Marketing Isn't Just Promotion.

Proof, if ever it were needed, that the world hasn't changed that much and that the 4 Ps of marketing still prevail comes from the story of Stow Away Storage set up by two guys who noted an absence of storage facilities for sailors in their local harbour.Obviously they'd need to attract customers and so they decided on a marketing budget of £10,000. But that didn't pan out. In fact, they only managed to spend £3 and for that princely sum placed a postcard-sized ad in the window of their local post office for 6 weeks. They got orders worth £250,000....

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Positioning Your Painting Business...

Positioning your painting business has nothing to do with quality, longevity or price... It has everything to do with being at the top of a home owners mind when their looking for a painter.The main focus of positioning should be to ask yourself:How do I position myself as the painter of choice in the minds of the home owners in a certain neighborhood?What actions do I have to take to make this happen?The answer to those questions is marketing... consistent, low cost, effective marketing strategies. (I lay out 16 of them in step-by-step detail...

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Common Attributes of Today's Leading Tech CMOs

Each year IDC completes a rigorous study of technology marketers' efficiency of their marketing organization. This includes over 100 of the leading tech. firms, representing over $400 B in revenue. To help separate the "leaders" from the "laggards", I've developed a Marketing Performance Matrix (2x2 matrix) to stratify marketing leaders and laggards. Each participating company is located on the Matrix as a function of the efficiency of its organizations' operations and the effectiveness of its execution. However, the numbers are only part of the...

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Guaranteed Quality?

My washing machine guarantee has recently expired. I know this because the manufacturer sent me a letter to to try to sell me repair insurance. Now, the selling of extended warranties at the time of purchase is big business, but I hardly think that those of us who refused in the first place are going to have a change of heart a year or two down the line.The direct marketing spreadsheets will, presumably, indicate a positive cashflow on the excercise,...

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Chess-Boxing And Segmentation.

Just as brand extensions seek overlaps in imagined psychographic groupings, chess-boxing aims to bring together the number one "thinking" sport and the number one "fighting" sport. You win via checkmate or a knock-out. This is not just transmedia planning, this is trans-sports marketing and about as sensible as much of the demographic targetting that masquerades as insight these da...

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Traffic.

My current reading. Full of revelations about what people do rather than what they say or think they do. Full of thoughts that seem applicable to all sorts of human interactions. Out next month. Highly recommend...

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Starting a Painting Business in the New Economy

Contrary to what you may think, starting a business of your own is the single smartest action you can take... and if that business happens to be a residential Painting Business your chance of profiting wildly in this new economy is outstanding.Here's why -As housing prices regulate back to their normal standards, before the over-inflated bubble burst, home owners understand that in order to retain the value of their home or to get a good price when selling, they must make improvements... and painting is at the top of the list.Why? It is the...

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What Does Mind Set have to do With the Success of Your Painting Business?

“Expect your every need to be met, expect the answer to every problem, expect abundance on every level, expect to grow spiritually.” - Eileen Caddy As house painters and painting business owners we often find ourselves wrapped up in the day to day challenges of our chosen profession. There are so many things to think about and do that if one of them goes wrong it tends to throw the whole day into a spiral… It seems like not a day goes by that I don’t see a painter in the paint store with a scowl on their face or hear them complaining about...

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Marketing Communication Breakdown.

Jargon often develops as a kind of short-hand designed to speed up communication about frequently discussed ideas. It is inclusive - a signifier of one having passed some rite of passage and developed a level of expertise that binds you to the gang. Trouble is, that also excludes those who are new to the game.Some people contend that jargon is good exactly because it binds people to the world of the product/service. They have a point. Inclusivity is a great goal. But does it have to be so excluding? It's worth thinking of better ways to welcome...

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Self Awareness And The Long Tail.

The diagram comes from Seth Godin's blogpost about the long tail which he illustrated with movie examples. It's a nice device but he missed out the classic example, Snakes On A Plane. If this had been a foreign language horror movie, it would have had very little but cult appeal and been buried in the low profit anonymity of pocket 3 where the aggregators hang out. But it wasn't. It was clearly a genre movie destined for the profitable, popular cult...

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Under Old Management.

People like change. They like dynamism. They don't want boring, but they also like reassurance that what they're getting is different but the sa...

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Houston, We Have A Problem.

Apple turned the launch of the iPhone 3G into an event, but the first day was marred by the fact that credit checks are individual and don't benefit from economies of scale. There was lots of publicity but also considerable unhappiness.In an age of always in beta, it surprises me how many companies still focus on launch days and events and risk anti-climax as a result of being unable to service the instant demand they've generated.Even if day one goes fabulously, you're going to have cumulatively more customers to deal with on day two and beyond,...

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10 Marketing Lessons From Conferences.

What started as a list of observations derived from recent experiences at conferences and speaking events has evolved into a somewhat contrived list of general marketing lessons designed to improve "customer satisfaction". As always, they can be extrapolated to other situations as well as making conferences more successful. For audience read customer, for speaker read product/service.1) Know Your Subject.The curator/organiser must be someone who...

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I Blame The Education System.

As seen at the UK's premier design/art school graduation show. Click the image to see the probl...

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Change Happens.

I recently heard an Australian resident of the UK interviewed on the radio. She was being asked about healthcare, but her comments apply to many other areas and many other organisations here and elsewhere.This country is so wary of change. It seems to analyse everything to death and never do anything.Analysis is good, doing something is bett...

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Is Improvement Something To Shout About?

Is improvement something to shout about or is it simply what your customers should and do expect? If you're going to boast about an award, shouldn't you ensure that it's an award that will impress? More importantly, won't it be the customers themselves who decide if it's been a significant improvement and give you their personal loyalty award? But very appropriate that it's improvement number...

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The Commodification Epidemic.

There is a lot of talk about commodification around these days, but let's not forget what a commodity actually is. A commodity is defined as a product that can only be differentiated by price.You don't have to have a remarkable innovation to avoid commodification. A me-too product does not necessarily have to be a commodity. It may be very similar to the competition, but you can still differentiate it by distributing it in a different way. You can...

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The Power Of Discovery.

“If customers feel like they have discovered a brand themselves, they become much more loyal,”Ray Kelvin - founder Ted BakerThat's because they haven't been on the end of broken promises or general disappointment. Loyalty is given by the customer. It's not captured by the busine...

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Stop Doing "More with Less"!

For several years now I've heard the adage that marketers need to "do more with less". That is, during the "Internet boom" technology marketers enjoyed the "excesses of marketing investment", resulting in the luxury of having a sufficient number of people and significant backing for program investment; while today, as a result of significant budget cuts and reorganizations, we feel the need to maintain the same number (or more) of programs and campaigns with fewer people to support them.Well, I think that we need to stop doing "more with less"....

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