Nike's Retail ID.

This is the interior of Nike's 1948 pop-up store in London. It's one of five aroud the world that will exist for the next couple of months. Hidden away in a side street far from the regular retail haunts, it is fiendishly difficult to find and relies solely on word of mouth for traffic. So it's no surprise that it was empty when I arrived mid-afternoon on a weekday. There, however, the similarities with Nokia's flagship store ended.Physically interesting,...

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Rise of the Campaign Manager Role

Even the most successful technology firms continue to struggle with consistent and effective execution of their campaigns and related go-to-market strategies, unable to improve their alignment with marketing or the organization as a whole. The campaign management function provides the opportunity to solve the foremost problem of tech marketing today: that of the declining return on marketing investment that results from executing marketing mix elements in separate and disintegrated streams. Tech marketing departments that have not structured for...

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This Accident Blackspot Sponsored By.

Well, maybe it's obvious that the pole of a street lamp is just gold-plated attention-space that's crying out for some media. But, having zoomed out, you can see why it struck me that that the locals must be pretty good drivers to be able to focus on the three lanes of traffic decelerating on the hill that leads to a major intersection at the centre of this town, absorb whatever message was placed there and avoid an accident. How long, I wonder,...

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Cool Britannia?

A media guide accompanied London's eight minute presentation that took place during Beijing's closing ceremony. It apparently declared that one intention was to show that London is “the coolest place on the planet”. As one commentater observed, the mere act of claiming to be cool is an infallible indication that you are not. Marketers should remember that and also be aware that this applies to all adjectives, not just being co...

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Presentation Hell.

Geeks can create great things - like the Minority Report style touch-screen system from which the application above was derived. But, so often they seem to have problems when they try to suggest a commercial use for it because they focus on what can be done rather than what people would want to do with it. I said this in Geek Marketing 101 over two years ago but it seems these guys weren't listening.Every presentation expert and bored-rigid audience member could tell them that the last thing anyone needs is a tool that encourages data-filled powerpoint...

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Marketing Or Misrepresentation?

Yahoo's home-page chooses to list Olympic nation in terms of total medals won where everywhere else has given priority to gold medals. So, to this point, China lies ahead of the USA. Except in Yahooland.If your argument isn't totally convincing, should you still make it? Or should you assume that you will be found o...

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Nokia Store Update.

At 5 p.m. today, Regent Street was busy as one would expect on a sunny summer afternoon.However, this blog's favourite flagship store remains iconoclastically immune to the hustle and bustle of central London commerce. Though I notice they've moved the staff closer to the do...

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UGC - The Ring Of Confidence.

John Jantsch highlighted this interesting use of user-generated content to create DIY placards for a political campaign. Even more interesting to me was the questioning about loss of control that appeared in the comments.You can control what you choose to say. You can control where and how you choose to say it. But you cannot control what individual people think. Even if the political campaign did not supply a voter with a placard to fill in, that...

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Promote Behaviour, Not Your Brand.

Kellogg's are using an Olympic gold medallist to front a new campaign. The television spot (which I can't yet find online!) is topped and tailed with pack-shots and name-checks, but the underlying theme is the promotion of breakfast as a performance-enhancer in all walks of life.A great philosophy with which to associate themeselves, but they had to contaminate it. Wouldn't it have been braver and smarter just to run spots that weren't product advertising?...

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Don't Move To Jersey.

Steve Stoute is a former record executive who uses hiphop artists to connect products/services with a generation lost to traditional advertising, albeit by putting them in traditional advertising as far as I can see.But when asked in a recent interview about how you stay in touch with a younger generation, he jokingly replied "Don't move to Jersey." Many a true word spoken in je...

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When Customers Outgrow Your Market.

It's every marketer's dream to educate a new audience and create a category. Starbucks did just that - they introduced a new vocabulary of lattes, mochas and cappuccinos to the world.But marketers must never forget that education is a continuum. That audience now knows all about lattes, mochas and cappuccinos. They know the difference between a good one and an average one. And that's one reason why Starbucks just posted its first quarterly loss....

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Why an Economic Downturn Can Be Good For Your Painting Business

There are a few businesses that seem to never be affected by an economic downturn……and if you are in the home improvement industry you are in luck, especially if you run or are planning on starting a painting business.House painters and painting business owners are in luck because the skills they’ve developed are, for all intense and purposes, recession proof.While it’s true that the larger new construction painting business owner will feel the pinch of a down housing market there are always other markets to service. When housing prices readjust...

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Garbage In. Garbage Out.

A New York Times article that compiled a number of recent advertising stunts also cited one of the most mind-boggling tactical rationales I've ever read."The fact that the core idea is quite subtle in nature means the campaign appeals to the target audience in a non-conventional way."No, I didn't buy it either. But to be sure, I sought the expurgated opinion of a Singapore-based expert Robert Campbell - a man who knows a lot about bad advertising....

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Exploring Your World.

When you "research" your marketplace/industry, you could do worse than to follow these rules. Found at getshou...

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