When you are a clear prospect, have booked a product trial and there are no financial or technical objections – should not a marketing process and all comms simply cement the deal? Incredibly – in an age of data mining, sales methods, customer life cycles and whole tribes of marketers extolling the importance of social media and the font integrity of logo application – my recent experience with buying a new shiny German car has been eye opening. Continue reading “Why Don’t They Want To Sell To Me?”
True. There are things far more valuable than just being reimbursed. Site traffic, access to a relevant audience. Introductions and endorsement. Research and market information – learnings and results that can save you time. Money is not the only currency.
A few weeks ago I sipped some Pimms at a lovely country wedding (congratulations to Justin & Helen …) – in the Norfolk/Suffolk boarder country – staying in the little village of Harleston. Exploring on a Saturday morning – the High Street gave me quite a shock. No WH Smiths. No Next. No H&M. Ah, no doubt you’re thinking this is about the financial mess those chaps selling derivatives have got us into? Well no. Instead the place was full of small, boutique and independent stores. No Jones the Bootmakers. No Laura Ashley. No Gap. Ah, maybe they were all struggling to survive you think? Well, no. Continue reading “The Street With No Brands”
I’ve just read a great book by Richard Wilson – the philosopher and writer ( http://richardwilsonauthor.wordpress.com/ ) – which concerns the worrying trend for people to believe and think uncritically. From religion, to politics and business. It’s a very interesting read that challenges your own beliefs. And it made me think; just how sceptical am I? And should the best marketers be more sceptical? Or put another way – do the best marketing ideas and activities extend from an open or a sceptical, critical mind?Continue reading “Marketers: Be They Sceptics?”
A recent night out in Aarhus, Denmark – the trendy late night student town reinforced to me the importance of how great marketing is linked to great functionality. Again. The Scandanavians certainly adore the craft of making something utilitarian – a work of wonder. The devil (and the style) – is in the detail and the thinking of the user, not just your budget and your boss. So, some Lessons From Aarhus.
Lessons From Aarhus #1. Our cool, hip and simple hotel does not need to be flash.V. simple Scandanavian design. Functionality = location. We stayed in a hotel with a tiny room featuring furniture that folded in on itself to save time. But when it is located 1 minutes walk to a selection of hip uber-bars and gorgeous Cathederal – then who cares?
Lessons from Aarhus #2. Great functionality is about making things easy to use – not just gadgets. The groovey olive oil bottle we bought in a Danish design store features a clever suction pump, every kind of measure and fits the human hand perfectly to avoid any mishaps. It is impossible to pour the wrong amount or make a spill. It is the opposite of flashy or bling. But is a wonder all the same (and demanded a hefty price tag to boot)Continue reading “Lessons From Aarhus: And Marketing Functionality”
The list is purely my subjective opinion and is not based on sales, academic references or reviews. It is of course, a brilliantly selected list and impossible to fault by any sane person with an ounce of marketing knowledge. But, if you disagree and want to swap one of the books below for a different choice, then email me on email@example.com – with three good reasons why your choice is better than any of mine below. (i.e. you must tell me which book you want to remove from the list). And, if I agree – I will update the list.
I am open to logical reasoning, amusing persuasion and bribary.
the seven greatest marketing books ever sold >>>>Continue reading “the seven greatest marketing books ever sold”
For amusement and insight, the stranger bye-ways of history often give some interesting perspective on our present. In the 17th century, Tulip mania or tulipomania was a period in which contract prices for bulbs of the recently introduced tulips reached extraordinarily high levels and then suddenly collapsed. At the peak of tulip mania in February 1637, tulip contracts sold for more than 10 times the annual income of a skilled craftsman. At one point 12 acres of farm land were exchanged for one tulip bulb. Continue reading “tulipmania and the madness of marketing”
Ten Marketing F-Words that shape the modern marketer.
1 – Functionality – everything needs to perform brilliantly all the time
2 – Form – and everything needs to be designed to look as well as it performs
3 – Friends – partners & allies unlock unique competitive advantages that are difficult or impossible to replace
4 – Focus – good things happen when you narrow the focus
5 – Free – if you give generously, you will win trust, loyalty and interest.
6 – Fast & First – fast plans, products & services = first in the customers mind & wallet
7 – Fantastic – surprise customers with amazing service
8 – Feel – Some love, passion & urgency needs to accompany the numeracy and logic
9 – Flexibility – In uncertain times, plans need to adapt quickly
10 – The Facebook Generation …
In the 1600’s – nutmeg, that stuff you can buy in Tesco’s in a little bottle, for less than a £1 – was more precious gram for gram than gold. In fact, the United Kingdom negotiated the purchase of New York from the Dutch king, in return for nutmeg rights in the East Indies. Weird – but true. The spice was seen as invaluable and commanded a huge price and essentially changed world history ( if you are interested, read the whole story in Nathaniel’s Nutmeg: Or the True and Incredible Adventures of the Spice Trader Who Changed the Course of History).
New look blog and I’m linking a few things.