Wax On, Wax Off: Headfake Marketing, Without Marketing
Jim offers a great idea. He knows it’s good, but unfortunately a lot of people just don’t quite get it and therefore aren’t buying it. Jim is frustrated day after day when he sees how his ideas could be used by people in his community, but because he can’t communicate it, and because the community [...]
Spreadability: The New Sensibility
In my article PR 2010 I discuss a framework that looks not at reach, depth or views but spreadability as the new sensibility for marketing. Think about it. Direct reach gets you in front of eyes. But with so much coming in front of eyes everyday, why spend so much money to be just another [...]
“Our Specials” to “You’re Special”
If you’re in a Catch 22 situation, and thinking of doing the hard sell, don’t. Selling has been replaced by serving. If you can give the best service, then you’ll get the best sales. Rather than talking about “Our Specials”, start talking about “You’re Special”. Does this mean I’m saying you should soft sell? No [...]
Conversation About vs Conversation With
I wrote recently that Consider the worn-out ‘Social Media is a conversation‘ mantra. Yes, conversation is a part of Social Media, but not everyone wants to talk non-stop with you! Consistent conversation is a rare thing when compared to how much conversation is going on. Thinking that everyone will now post on your businesses’ Facebook Page is [...]
How Apple Creates Suspense, Why Satisfaction Doesn’t Matter, and A Lesson From Star Wars
I spoke a while ago on the idea of what I’m calling ‘brand mystery’ – we looked at JJ Abrams’ TED Talk and Lost, and how he tells a story by suspense. He never provides the complete picture, and this is what keeps you hooked. This is contrary to what one copywriter thought when he [...]
Pepsi and a Thought About Cause Marketing, Authenticity and Commonality
Yesterday we discussed Amazon and the challenge intangibles and digital products have with perceived value. I must say, the comments yesterday were rich and deep, and it’s really got me thinking. I’ll be picking up this theme again very soon – if you haven’t said a word there yet, please do leave a comment on what [...]
A Tale Of Two Case Studies: Amazon, Pepsi, and Tangible Intangibles
2009 ended and 2010 began with two huge headlines for the mainstream adoption of Digital and Social Medias, on the back of what I documented last week as what I consider will be looked back on as a landmark case study with Rage Against The Machine’s Christmas Number 1 victory over the X-Factor. I’ll go [...]
4 Flaws To Learn From Eurostar
So there’s lots of buzz right now about Eurostar’s mass travel delays following a train failure mid-Channel Tunnel, and the subsequent issues surrounding the handling of their Social Media presence by self-called ‘Conversation Agency’ We Are Social. I am not intending to repeat much of what’s already been said, nor lay out the background of [...]
Rage Against The Machine: The Case Study In Spreadability vs Reach
In case you didn’t know, the UK is experiencing, right now, one of the greatest Social Media case studies ever. The headline and subtext from the BBC is this: “Rage Against the Machine beat X Factor winner in charts: Rock band Rage Against the Machine have won the most competitive battle in years for the Christmas [...]
