Hot Off The Press
When I was 17, I cut my teeth in the sales field by cold calling small businesses in Northern Virginia – always ignoring that absurd “no soliciting” sign. My products were those logo-imprinted goods categorized as “promotional products.” That, they were, but there was more to these branded items than the name implied – and the other name, “advertising specialties,” did the same disservice to their value, undermining the product category even further by labeling them “special” – they could’ve just as well been termed niceties, sundries, or what-nots. I’m not even sure how you’d name the category – but business people simply didn’t know what they were by name. Continue reading …
High-growth businesses need to rely on people that are invested in the company’s success. These individuals are encouraged to speak their minds in a proactive, structured manner; further, they are receptive to other team members’ opinions and are objectively aware of everyone’s contribution. When we look at employees as people, rather than mere resources in a project plan, we establish a culture of true teamwork that fuels sustainable growth.
This seems like common sense, but I’ve seen many high-potential businesses launch or turnaround with a strong and viable business strategy only to become hindered by a poor teamwork culture. In the absence of a leadership-nurtured teamwork culture, teams default to working within the bounds of processes – because at the very least, work is getting done and delivered on time.
The ability to create successful niche targeting begins with the realization that as marketers we are biased – by default, the decisions we make on behalf of a brand are subjective. When we understand this fact, we can evolve our thinking beyond simple subjectivity and begin thinking like the very audience profiles we seek to target. We step in their shoes, and walk through their buyer journey – observing creative, requesting information, kicking tires, asking friends for recommendations, etc. This approach is beyond what’s apparent to the naked eye – it’s about truly being in tune – so ditch the basic demographics that match up men with sports and cigars, and empty nesters with bucket list travel destinations and time with the grandkids. Continue reading …
Several years ago, Dos Equis woke up consumers and the beer industry by introducing the iconic “the most interesting man in the world.” It was a brilliant idea: this classy man, of ambiguous but almost Latin ethnicity, was a successful silver fox, captured on each ad spot while savoring the bounties of fine earthly living, speaking succinctly with authority and righteous pomp to consumers that can only dream of his lifestyle, the pinnacle alpha male, winning, with gorgeous super models vying for his attention.
Would love to interview the team behind this ad – the actors speak in well-pronounced, basic English at a very slow pace. Facial expressions and body-language are over-emphasized as well…to the point that it feels like an SNL skit. But, does this method activate the new product with the target market?
As a native English speaker…this is painful to sit through. Toddler television moves much faster. One of the actors, the businessman, apparently went to Reddit to explain why the acting seems so…bad? This is apparently how English-language is done on Korean media.
Great article from the McKinsey Quarterly: The coming era of ‘on-demand’ marketing | McKinsey & Company.
[…] marketing is headed toward being on demand—not just always “on,” but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery.
The article walks through a couple scenarios of how digital media, analysis, and automation will personalize marketing touches with consumers and prospects more than ever. We’re beyond the age of worrying about cookies – and on to the age of Near Field Communications (NFC) (tapping devices with each other or with NFC tags to transfer data!), and automated, granular, rules-based targeting, retargeting, and co-branding that retargeting!
This is a good read for staying ahead of the curve.