September, 2009

Marketing — No Comments
18
Sep 09

Professor Bun Bun’s Intro to Marketing

With a doctorate in herbology and certificate to authenticate it, my girlfriends dwarf bunny, Professor Bun Bun leaves quite an impression.

Every time our landlord or friend stops by, it’s always, “How’s the professor?” I’ve had many animals (a dog, cat and some others, turtle, gecko you name it) and no one has been “enthusiastic” about seeing them.

Though she is a black dwarf bunny, the back-story (her degree in herbology) is what makes her a visitor favorite. She is not just another bunny, she’s one with a degree in herbology from Cornell.

Creating a compelling story makes products, people, brands and things more interesting. Take example from a luxury brand such as the Ritz Carlton. In general, purveyors of luxury are detail-oriented. Cherries are not just cherries, they’re port cherries, and a French crisp salad is no ordinary leafy pile–it’s pepato, hearts of palm, white crane springs greens, villa manodori balsamic.

Details, details, details. Think of Harry Potter. From Quidditch to elaborate spell names like Aguamenti and Expelliarmus (there’s an entire dictionary of HP spell names on Wikipedia), J.K. Rowling was so detail-oriented she was able to create such a real, yet imaginary world.

Though details can create the illusion of a compelling product (i.e. Denny’s couldn’t go into Ritz Carlton-type of detail), it has to be authentic. If your salad has white crane spring greens, then say so. But if you purchased your leafy greens at TOPS, don’t fluff an already boring product.

In the end, it’s about being appropriate. It’s fun to have a dwarf bunny that has a degree from an ivy league school.

Marketing — 1 Comment
17
Sep 09

Banner Ad Zapper and Disruptive Media

AdBlock Plus delivers on its name: it blocks online ads. It is a plug-in I recently discovered for FireFox. As I browse the web, I take some enjoyment in zapping ads. Visa… you thought I’d ever click on you… Macy’s, not a chance…

This ad blocking plug-in almost became a game. I’d search for banner ads to block; I’d search and destroy. Then I realized something: banner ads. As a part of Gen Y, I grew up on the web. As such, I’ve grown accustomed to banner ads and consequently blocked them from my periphery.

Ironically, it was the AdBlocker that turned my focus to the very thing I was fighting against: ads. Disruptive media is not disruptive for those that grew up on the web. It’s ignored media. Banner ads, whether they dwell above the headline or in the middle of a blog post, are mentally tagged as spam.

As Generation Y steps in the shoes of their parents, serious questions surrounding marketing are going to emerge. That’s not to say the Google search advertising is going to fade. I’ve click on sponsored links if they can 1) appear to provide better information that what is currently in the search results and 2) is recognizable as a credible source.

The “take the shoe survey” banner ad, flashing in every primary color, is not going to get my attention–particularly when I’m researching new media. Chances are, I’ve already scrolled you out of existence.

Where brands can focus their energy is social influencer marketing. Give your brand to those who want to discuss it. What online communities are going to care about your product or service? If you’re selling shoes, identify the key influencers in social media (this might take time, but well worth finding the right people and targeting them in the right place) that want to know about shoes. Give your product to community leaders and let them be the judge of whether or not you’re “the most comfortable shoe,” or “the most durable flatware.” Or, you can hire a social influencer marketing firm, like Trendsta, and they will do it for you.

Point-in-case: don’t make the claims, let someone else make them for you.

Business Development — 1 Comment
16
Sep 09

Inventing Problems and a JumpSnap to Solve Them

JumpSnap is a jump rope without the rope. Essentially, you wiggle your wrists while jumping up and down. While doing this, you hold onto a JumpSnap—a bulky device that makes noise and tries to motivate you to keep jumping. How is this different from turning on some dance music and jumping? Why do you need to purchase JumpSnap to do that?

The difference between great inventions and those like JumpSnap is great inventions solve a real problem whereas products like JumpSnap try to create a problem and solve it.

Before you enter a market, be sure there is a real problem. Intuition can often tell you whether there’s a problem; however you cannot always rely on gut feelings. What market research is there to back your claims?

Once you’ve tested the market waters, get customer feedback. Do not assume your solution is the end-all, be-all. Often times you will need to make product or service tweaks before you get it right.

Before you decide to spend money either launching an enterprise or new product, consider if there is a problem that needs solving. If there isn’t either, well… you’re just another JumpSnap.

Business Development — No Comments
15
Sep 09

(Almost Perfect) Sautéed Business

Menus sometimes get overzealous with their said ability to constantly deliver perfect. Menu copy, such as, “perfectly sautéed onions,” or “toast, grilled to perfection” is funny in a way. Does anyone really believe the onions are going to be perfectly sautéed, every time?

Though we all might strive to be perfect we are all fallible beings. Don’t over promise and under deliver.

The same is true with your value proposition. In communications with your customers, do you say, “we always deliver outstanding results” or “we will continuously deliver returns?” Be careful about words like always or continuously (unless you’re running a Ponze scheme, in which case you’re right about the always language).

If you use the “always language,” you’re making unbelievable claims. And unbelievable claims results in a weak and unsupported value proposition. If you have a weak value proposition, what makes you better than the next company?

Though all companies would like to deliver perfectly sautéed onions, every time, because we all are fallible and not gods, “always language” should be an aspiration, not a deliverable.

Branding — No Comments
14
Sep 09

Do You Need to Shake Everybody’s Hand?

Saying goodbye to everyone at a birthday party, I shook the hands of those friends I was closest to, but there was one awkward moment between someone I kind of knew, but didn’t at the same time.

There was this strange moment when I waved and he went to shake my hand. Because I didn’t know him well, I didn’t know if I could complete the handshake and laugh about the awkwardness. So I ignored his offer like it never happened and left.

Everyone’s probably had an experience like this at one time or another. Do you need to shake everyone’s hand? If there are more than five people, that is a lot of handshaking time. Usually you shake the hands of those people you are closest to. Hugs are reserved for the most important.

Should brands have to shake everyone’s hand? At chain restaurants, managers are trained to say, yes. At Denny’s, Bugaboo Creek and the many others, every customer (or “client”) is valued. But what about those freeloaders that are actually a detriment to your company? Some brands not only shake freeloaders hands, but give them big fat hugs (in the form of gift certificates).

Many of these brands can learn from purveyors of luxury products and services. There are very defined barriers between those whom get their hand shaken, those who don’t and even those who get great big hugs. Wasting time and money on those that don’t matter makes poor business sense.

As it doesn’t make sense to shake hands with and hug the 20 people at the party, nor does it make business sense to cater to those that don’t matter.

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