Category

Marketing

Jun 12
Love0

Find Your Brand’s Cheerleaders

By Corporate Strategy, Marketing, Media, Social Media

Bye Bye BirdieI’ve been having some really interesting meetings today and my head is spinning with contradicting thoughts. Most of them have to do with the nature of “marketing” as we know it, and I’ll admit I find myself wondering if I can ever advocate for it again.

Most of my colleagues would react with something like “what, are you TRYING to get fired?”

But before we go too far, what I mean is that I doubt I can ever really advocate for it the way it used to be, when it was all top-down messaging from marketing departments flush with quantitative research telling them what to say and how to say it. Words like “convince,” and “convert” seem somehow antiquated, as if the era of command and control is just over.

“Dude, what is WRONG with you?” my friends will ask.

What’s wrong with me is that in this era of social software and ubiquitous mobility, a period of ever-present content and messaging has meshed almost completely with daily life. The inexorable move towards technology and digital footprints among even the youngest and poorest demographics means that content sharing is like talking. Hell, it’s REPLACED talking at my house. Some people are even convinced it’s maybe, sort of OK for computers to start doing the messaging without much input from humans at all!

I’ll pass, thanks.

So what’s my point? I firmly believe that in order for commerce enablers to continue to succeed, they are going to have to get human again. They are going to have to use all their smarts, tools, and capabilities to find groups of people who share their values already, who have personal reasons for wanting to consume or advocate for their offerings. They have to seek out and find their cheerleaders, their true fans, and deliver more than those folks expect on a regular basis. They are going to have to enchant them, because there are too many inputs all day long for anyone to give a brand a second thought unless they do.

Sure, the era of Big Data is just beginning. But to what end? My opinion is that it has to be to find those cheerleaders and make them happy, because the era of big marketing to folks who don’t share your values is on the way out, if it’s not already gone.

Discuss.

Jun 04
Love0

Dad’s CRM was named Shirley

By Communications, Corporate Strategy, Marketing

Growing up, I remember going into the office with my dad just about every Saturday morning. My grandfather started a kitchen and bath company back in the 60s, and it was a family business with my dad as Vice President of Sales. The office smelled like burnt coffee, printer ink and cigarette smoke. I’d tag along with my dad and draw pictures for the secretaries while he read through his messages and checked on construction schedules. File cabinets lined the back wall of each office, and the sounds of those metal drawers slamming, printers chugging along and faxes coming in created a background drone that I will forever associate with “business.”

After I graduated college and started my first real job, I remember asking my dad how he stayed in touch with all those suburban developers, construction crews, potential clients. “Whatd’you mean, hun?” he asked.

“How do you remember who to stay in touch with? And how often? What their upcoming projects are and when they start?” I asked, feeling overwhelmed by the volume of clients I was learning to manage.

The thing is, he just knew. He’d been working with the same clients for 20 years. The relationships he had with those guys were developed on the golf course and over dinners spanning dozens of projects. Plus, his secretary handled all the files. I think her name was Shirley. She’d talked to clients’ secretaries, and they set up lunches when it made sense. All those metal filing cabinets were filled with the details of every client and project since the company began, and those secretaries’ existence depended on knowing what was happening and when.

When I told him about the first Customer Relationship Management tool (CRM) I was working with, you can imagine his reaction. “Hmm, I guess that’s a good idea”.

I think the idea of a program telling you who to call just didn’t jive with a guy who knew his clients’ kids personally. Plus, collecting everyone’s sales numbers and projections to report at the end of each month was part of his job. How weird for it to be done automatically? I think it seemed a bit like a robot replacing his secretary. I can’t really argue with that. Over the years, I’ve used a few: ACT, Recruitmax, ZOHO. They are what you make of them. For me, it’s a nice reminder to have a conversation with someone. I follow clients on LinkedIn and Twitter to hear how they’re doing.

But oh! business before computers and smart phones and the internet, when secretaries greeted you with coffee and your schedule for the day. Have we lost something? How do you manage your clients? How do you keep in touch without sounding like a robot?

 

 

Jun 01
Love0

Why Spotify is More of The Same Old Thing

By Communications, Corporate Strategy, Marketing, Media, Social Media


Anyone who knows me at all knows I’ve been a semi-pro musician for a loooong time and that I love to follow trends in that industry. Please read the following quotes:

Spotify have always had something in common with the record companies…
They’re just another exploitative middleman and in truth don’t care about the music or the artists, they only care about themselves. When a shop gives you free tomatoes does it make you love them? … or does it leave a bad taste once you realize they’re screwing the farmers on your behalf?

Kenny Laurenson
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i’d feel sick after reading this article, but i’m listening to aretha.
all an artist is asking for is r-e-s-p-e-c-t. is there any other business in the world that could operate this way? could you imagine going to the gas pump, without prices listed but you had to buy and they’d charge your card an undisclosed price?

marvin etzioni

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Spotify ties its service to Facebook or Twitter and thinks that’s cool? Paying for their premium service should mean privacy. I can’t even set their app to not post on my FB wall without losing the ability to listen to music. So for something that could be so cool, it becomes just another piece of malware.

Bye bye, Spotify

Dave Abbitt

Spotify was supposed to be the new model for legitimate, social sharing of music. Everyone was excited because they could listen to anything they wanted, anywhere they were. The holy grail!! It was going to take iTunes for a ride, usher in the new cloud-based model. But it turns out they are paying artists a pittance, mostly shilling for the labels, and sucking your profile from Facebook right into their vortex. They also do a pretty disappointing job with search, catalog accuracy, and curation.

I have decided from all this that the intersection of privacy and commerce is essentially nonexistent; comments like those above along with the IPO of Facebook signal the end of any hope of that dream for me. Now that they have unending pressure to increase revenues every quarter, they will be forced to exploit all of our data for their own purposes and folks will run, not walk away. If the reactions of these Spotify users are any indication, we should be prepared for a revolt against big data without transparency. Hell, maybe I was naive.

What do you think? Am I overreacting? Is there a way to have profits and privacy?

May 29
Love0

Greatest Hits

By Communications, Jaggers Communications News, Marketing

Just like VH1 and late night infomercials, we are coming up with a greatest hits compilation.

Click to enjoy a brief, musical interlude: Greatest Hits of the 90s.

Unlike those two, ours will be mostly about our area of expertise: social strategy, public relations, crisis communications and brand positioning.

You’ll notice we added a “Newsletter” tab at the top of the page. Please take a moment to sign up, and you’ll receive our brand, spanking new newsletter very soon.

May 14
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Walking the Line Between True and False in Your Content

By Communications, Corporate Strategy, Crisis Communications, Marketing, Media

There was an interesting article today in the Washington Post about David Sedaris, who’s been getting kudos for awhile now as a contributing writer and storyteller for “This American Life,” the ever-popular NPR program. As the Post states, “Starting with his reading on NPR of a now-beloved story about his experiences as an elf for a Macy’s Santa Claus, Sedaris has grown into one of America’s preeminent humorists.”

The problem, it turns out, is that many of these “realish” stories have had a lot of fabricated characters and events in them, even though they were marketed as true stories, which is what made them so interesting. It seems that truthfulness is really important to journalistic organizations such as NPR.

In this period of amazing pressure to create really compelling and interesting content 24-7, it’s really challenging to create enough to meet the demand and to stay top of mind. I mean, are there really that many really amazing stories out there every day, especially TRUE ones? Who has the time to dig them up? Wouldn’t it be easier to take a pretty average story and maybe gussy it up a bit with a few fictional enhancements? What’s the harm if it makes the point and closes that sale?

In defending Sedaris, NPR execs said things like “…we just assumed the audience was sophisticated enough to tell that this guy is making jokes and that there was a different level of journalistic scrutiny that we and they should apply…” Sorry, not good enough. It’s never made clear on the show that these stories are fictional. Seems like folks are trying to get some journalistic mileage out of them by placing them in the context of real journalism.

So what?, you say. The point of all this whining is this: your company cannot afford to take this kind of license when you present yourself. You must be truthful, open, transparent. You must own your weaknesses and engage your customers to find solutions to them, with their input. You must struggle for missing excellence just as they do. Taking shortcuts or making good stuff up just doesn’t work anymore. Once your credibility is shot, like Sedaris’s might be, then it’s really hard to get it back, if you ever do. Ask JP Morgan. Or Jim Bakker. Or John Edwards.