Brooklyn Superhero Supply Store.

On my recent trip, I finally got around to making the obligatory visit to the Brooklyn Superhero Supply Store.When you read about this place, you tend to read about the zany merchandise and the humour of the place. But while that's all there, what I saw was a great example of marketing to different audiences. The store itself is designed to be remarkable. It's their display advertising aimed at people such as me who will be intrigued enough to visit...

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Glass Half Empty.

Marketing is generally focussed on encouraging people to acquire something they don't have.But what if people are motivated more by the fear of losing something they have rather than the disappointment of not getting something new?If people are motivated by avoiding negatives such as fear, regret or death, how do you reframe your approa...

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What Questions Are you Answering?

I spent some hours yesterday critiquing the usability of a forthcoming expensive website and did so largely on the basis that the designers had not asked what journey they expected their users to be taking. So, it was particularly apposite to see Ben pointing out the excellence of Google's print dialogue box as reproduced above. A dialogue box that is designed with the user's journey/questions in mind.Businesses provide answers for and to customers'...

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Digital Marketing and Marketing Automation Hit Critical Mass in 2009

Well, our 2009 IDC Tech Marketing Barometer results are in; and if you missed the Telebriefing two weeks ago, here are some of the highlights:Marketing Investment:0.5% Growth for Global IT Spending in 2009, while Average Tech Marketing Investment Drops 10%.Larger companies (>$1B in revenue) will take the greatest hit in marketing budget as they wrestle with significant revenue drops in key parts of their portfolios and continue to improve efficiency.Growth areas still exist within: enterprise social media, security management, mobile data, SaaS,...

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Think Local.

I caught up with an old friend/client who runs three business locations in Manhattan - downtown, midtown and uptown. It turns out that even within that small area, the effectiveness of various media is different.Downtown people are more susceptible to online, midtown density lends itself to outdoor and uptown needs the direct marketing route. The customers are similar but their environments and lifestyles are different. It's a good reminder that aggregating an audience geographically can be as naive as doing it demographical...

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Markets Are Presentations.

"A bullet-point that wraps around is not a bullet-point, it's a badly written sentence."Another great quote from SXSW. This time from a panel about presentations and said by a trail lawyer turned presentation expert. It's applicable to presentations, of course, but to so much more. After all, a presentation is simply the act of marketing information to an audience. So when you endure your next presentation, use the time effectively. Work out why you're hating it and make sure you're not subjecting your customers to a similar experien...

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Kubrick's Five Marketing Lessons.

Marketing is everybody's job and yet many people deny their role in it. They do so either by neglect or ignorance. Neglect occurs when people forget that every interaction is a marketing occasion or, more accurately, the opportunity not to create a bad impression/experience. Ignorance is often more benign and occurs when people are living by marketing principles without knowing it.I witnessed a great example of the latter here in Austin while sitting...

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Does Your Go-To-Market Strategy Align with Your Customer Needs? – Insight from IDG's Recent Marketing Summit and CIO Panel

IDG and IDC recently held its 4th annual Marketing Summit in San Francisco, with over 50 marketing executives in attendance. This annual, senior level event offers the opportunity to not only network with some of the technology industry's best and brightest marketing executives, but also offers the chance to hear from a panel of CIOs about "the good, the bad and the ugly" of our marketing and sales effectiveness. This year proved to be as valuable as prior years in helping to confirm some of our existing knowledge as well as offering contradictions...

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The Problem With Marketing.

If someone says they work in marketing, the next response is frequently "What do you market?" As if all expertise was sector or product-specific.The problem with marketing (well one of the many) is that its practitioners do a lousy job of marketing themselves and what they ...

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Trust Your Users.

In the space of about ten hours last Saturday, a large room full of geeks and coders created twenty nine different "manipulations" of government data sources with a view to "Coding A Better Country" because:"Government isn't very good at computers. They spend millions to produce mediocre websites, hide away really useful public information and generally get it wrong. Which is a shame."They adapted and mashed-up existing websites to generate unbranded...

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Joy To The World.

When the going gets tough, there is a tendency to talk everything down. But what people really want is to be told that there is hope out there, that there is a route to something better. Maketers know this and it's leading to a surfeit of advertising designed to elicit feelings of joy. But joy is a feeling of deep happiness and contentment. It is not some fleeting moment of a smile when you see a gorilla or a station filled with "dancers". This is not a time for coating your product/service with a patina of positive thinking. It is a time to shape...

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The Changing Marketing Mix

The press is filled with stories about the demise of traditional advertising and the in-person, public trade show. Sounds quite similar in fact to the predicted disappearance of the "brick-and-mortar" storefront, and the emergence of a new on-line world where we can do all of our shopping in our slippers from the comfort of our home. Well, IDC CMO Advisory's recent 2009 Barometer study does continue to indicate that our traditional marketing mix is in the process of permanently changing. In fact, almost 70% of technology marketers indicate that...

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Instant Identification.

Q Why was a gas company collecting money from an office? A Because it's a security company with a bad logo (G4...

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Customer Says No.

It's been a while since I linked to Seth Godin (and let's face it he needs the traffic) so let me commend his recent post in which he reminds us that if your potential customer hears you saying yes rather than no, they are far more likely to keep coming back to you. It's such a simple thought, but so often systems, the removal of initiative and lack of incentives mean that it doesn't happen.But saying yes isn't enough. You also have to minimise the reasons for your customer to say no. Not hearing yes from you would be one reason they might say...

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You Have A Website?

So Skittles has done what digital agencies Modernista and Zeus Jones did some time ago and turned its website into a series of social media links. But where Zeus Jones and Modernista were demonstrating that they undestood the arena in which they were operating, Skittles have really just changed their website. There's no branded utility here - if I didn't want to visit their website, I surely won't change my mind because there are more options now....

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