On The Road, Again
Won't be back until next week. Have a great marketing week! Alain
An Incurable Marketer Views The World
Tuesday, October 26, 2004
Wednesday, October 20, 2004
Branding. Everyone in all industries are talking about branding as if it had just been discovered and as the latest marketing concept du jour. Seminars abound on the subject. The current marketing gurus write books on how to brand, etc. Somewhere in all the tumult and excitement to get on board, people seem to have forgotten that if their doors and websites are open for business then they are and have always been a brand.
So don't let all the fancy, shmancy marketing MBA jargon on branding make you anxious about your business. And don't get giddy with anticipation of exponential growth and success if you accept what some Fortune 500 companies are doing to enhance their brands. Chances are what they're doing doesn't even apply to what you do. Why? Because each situation is unique and your marketplace, your product, your service, your industry is something that is all your own. It's also about scaleability (there's a nouveau piece of jargon for you!) because one size doesn't fit all, especially when you consider the fact that more than 80% of businesses in this country have 20 or less employees. Generalities touted in books and seminars---and yes, even blogs---are just that.
Tuesday, October 19, 2004
Southern California Soggy Afternoon Thoughts
Saturday, October 16, 2004
Absolute Must Site
Go to www.gapingvoid.com. Hugh MacLeod's world view places the world on an even keel for the first time in many a moon. His cartoons drawn on business cards hit the heart and soul and says what we all think but don't say. Excellent.
Wednesday, October 13, 2004
Marketing Driving Strategy
Furthermore the article stated, "Winkler cited a Gartner study that suggests that by 2007, companies that have devoted 50% of their time to customer-centric marketing approaches will receive a 30% greater ROI than their peers. In part, customer-centric marketing means looking beyond an organization's market share and at different market segments a company can own."
Tuesday, October 12, 2004
The Power of Knowing Your Audience
The lesson here is that once you know how to position your product or service before the right audience, it doesn't necessarily take fancy marketing to get to the marketplace. Independent films have been making serious inroads on the major film shops because they are just that, independent and not beholden to formulas that are set in stone. Creativity is what ultimately drives these film makers, but smart marketing and buzz is what makes them pop up on the cultural landscape. It's guerrilla marketing at its best.
Monday, October 11, 2004
Halloween: A Lesson For Marketers
Mont Blanc pens have always set a standard for fine writing instruments, even in this age of electronic writing. Yours truly loves fine pens and owns a couple of these. So an article in the LA Times caught my eye a few days ago about a promotion that the company is doing with a $150,000 diamond-encrusted pen. Mont Blanc is trying to get into the Guinness Book of World Records by having a leather bound blank book travel from exclusive store to exclusive store, inviting the public to come add a few lines in a work-in-progress participatory novel.
The experimental approach began in New York in March with the first entry by Candace Bushnell of "Sex and the City" fame. In LA, it was Jackie Collins who penned a few sentences in Beverly Hills. The book is 2-foot tall and is going to San Francisco next.
As with all marketing stories, this one is about differentiation. How do I stand out and get people to notice my products or services? Mont Blanc has done well for itself. The ink on the Jackie Collins write-in in the haute district of LaLa Land was worth thousands. If you want to stand out, first have a good product, then have a great publicist.
Saturday, October 09, 2004
Friday, October 08, 2004
New Concept of Team Leadership?
Thursday, October 07, 2004
So You Want To Be An Entrepeneur
Kudos To USPS
Our part of California paradise is growing so fast that the postal service cannot keep up with demand for service, which means that when you have to mail a package or do any transactions there the lines are quite long. I dreaded going there yesterday but when I arrived and saw the usual lines, I was going to not even bother until I spied a new machine which allows you to weigh your package or letter, punch in the zip code, get the exact postage and pay with a credit card. Took about one minute and I was out the door.
Great stuff on innovation in the BusinessWeek 75th Anniversary Issue, October 11th. I highly recommend you read it as it is a thoughtful and records how technology and new ideas are truly changing our world.
Wednesday, October 06, 2004
Another Creative Marketer
What's In Your Wallet?
Tuesday, October 05, 2004
I also recommend you start reading CMO magazine, put out by the same folks that publish CIO. It's a good, thoughtful read for us marketers who sometimes feel like the lonely Maytag repairman. Here's this month's issue. Go get it.
Monday, October 04, 2004
TV Bites The Dust?
On That Same Vein
Interesting article about blogs and their value for PR and communicators. The revolution we so desperately wanted in the 60s and 70s didn't quite turn out the way we thought, but this revolution cannot be stopped. The web has changed everything for marketers, even old farts like me who welcome the change and the opportunity to remain on the so-called cutting edge. In a very real sense to blog is to live in the entire world. Read this article @:
Marketing Is Process