Honestly build trust. Brands = trust. Trust means they know you will deliever. Just say after, I will get back to soon and then make sure you do. Develop the conversation. The second part will be a home run, I promise.
Dancing - people pay for it because they want to. I do, if its good music, sorry Ceeps. Why can we not do it with music? Exclusivity is the only time I pay for music and I like material items. But why else?
Question, so they are moving away from permium brands. Are you going to stop marketing? Is it cyclical? Ok, budwieser, if I can count you as a premium brand (I don’t, but we are talking about Miller here), market now. Steal the market. Do the recession marketing, and when things get better, more profits to you. Long Term thinking. How long has a recession lasted in the US since the great depression? (Hint: not long).
A simple timbit hand out is Walt Disney’s Wienie (see early post). It is Seth Godin’s marketing definition, “make promises, overdeliver them.” What does a timbit cost that retail location? Probably next to nothing. What kind of customer service does that achieve? Exactly.
Asspcoiation can be a use issues when it comes to major purchases, especially in sporting (think sponserships of pro athletes). But at the end of the day, a product is a product. Any merger/acuqistion can ruin that. If Doral can mantain Cannondale’s reputation, that is great. I still call them crack and fails, but that is a personal opinion, I don’t care who owns them, I rather own a Cervelo. At least Doral (as mentioned) has a lot more resources to push towards the brand. Something positive.
Buying a brand to build a brand? Does this make sense? Is it for brand presense? or more likely the distrubtion network. At least, that would be the only reason why I could buy a brand. I want to puch my brand, in this case NIKE.
The Walrus has an article this month on cycling entitled “Geared Up: On the road to two-wheeled transcendence. One man’s love affair with his bicycle”. It starts out like typical articles - about accidents and the dangers of cycling…
"Guy behind me. Parked car. Get around it. Hey, he brushed me! Don’t panic. Grip down on the handlebars. Steady, steady. Running me into the curb. Brake … not too hard. Don’t throw yourself off. Brace for the shock. Watch your crotch. Watch the Toronto Star box … uh, where am I? How long have I been lying here? My hands. Can’t close them, they’re throbbing.
Look up… “I saw the whole thing,” says the skateboard guy. “He ran you over.”
Mostly about the bad, and it really maters. These items should be evaluated in any good strategy. Remember your own resources are something you always have to evaluate first. Then again, I think these are still positive, it comes down to how you handle them.
This also goes back to the ageist marketers. Middle aged people buy cds. Hell, I buy some cds. I perfer the physical copy. In the perfect world, I would have all vinyl with high quality mp3 conversions (but I need a better job (not a student)).
"And it would seem that B-to-B marketers that see these online platforms as PR tools - Brand Building is most frequently accomplished through blogs, second life, social networks, viral videos, wiki and their own websites."
And the biggest concern about new media for both BtoC and BtoB marketers?
Lack of experience, closely followed by an inability to prove ROI.”
Possible all because B2B is a lot easier to understand, fewer customers, better customers etc.
Twitter could be used as well, for both B2B and B2C, for feedback.
Maybe it is because in B2B there is naturally a converstion, something Web 2.0 embraces? I think so.
* Anticipated, personal and relevant advertising always does better than unsolicited junk.
* Making promises and keeping them is a great way to build a brand.
* Your best customers are worth far more than your average customers.
* Share of wallet is easier, more profitable and ultimately more effective a measure than share of market.
* Marketing begins before the product is created.
* Advertising is just a symptom, a tactic. Marketing is about far more than that.
* Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency.
* Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.
* Products that are remarkable get talked about.
* Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.
* You can’t fool all the people, not even most of the time. And people, once unfooled, talk about the experience.
* If you are marketing from a fairly static annual budget, you’re viewing marketing as an expense. Good marketers realize that it is an investment.
* People don’t buy what they need. They buy what they want.
* You’re not in charge. And your prospects don’t care about you.
* What people want is the extra, the emotional bonus they get when they buy something they love.
* Business to business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.
* Traditional ways of interrupting consumers (TV ads, trade show booths, junk mail) are losing their cost-effectiveness. At the same time, new ways of spreading ideas (blogs, permission-based RSS information, consumer fan clubs) are quickly proving how well they work.
* People all over the world, and of every income level, respond to marketing that promises and delivers basic human wants.
* Good marketers tell a story.
* People are selfish, lazy, uninformed and impatient. Start with that and you’ll be pleasantly surprised by what you find.
* Marketing that works is marketing that people choose to notice.
* Effective stories match the worldview of the people you are telling the story to.
* Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.
* A product for everyone rarely reaches much of anyone.
* Living and breathing an authentic story is the best way to survive in an conversation-rich world.
* Marketers are responsible for the side effects their products cause.
* Reminding the consumer of a story they know and trust is a powerful shortcut.
* Good marketers measure.
* Marketing is not an emergency. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done.
* One disappointed customer is worth ten delighted ones.
* In the googleworld, the best in the world wins more often, and wins more.
* Most marketers create good enough and then quit. Greatest beats good enough every time.
* There are more rich people than ever before, and they demand to be treated differently.
* Organizations that manage to deal directly with their end users have an asset for the future.
* You can game the social media in the short run, but not for long.
* You market when you hire and when you fire. You market when you call tech support and you market every time you send a memo.
* Blogging makes you a better marketer because it teaches you humility in your writing.
Obviously, knowing what to do is very, very different than actually doing it.
This is the best thing ever. I wish I had this for my marketing exam. Should I send it to my prof? Reply by email email@example.com.
Well, this is horribly true. Who is going to buy music in the near future? Oldies. Will they buy it anyway, maybe? But targeting will help. They can afford it, and they like cds. Number 1 record of all time? Best of the Eagles. Think about it. Get the connection? Face it, I am not buying that tripe. Sorry, don’t like them (but I do like a good cover of them). But I am internet savy (for music) and I can get whatever I want for free, and on my computer. Don’t market to me, enless you improves your product.
I will follow this post up sometime in the near future with a new marketing blog I am starting in the futre…stay tuned.
Well, it is always the moral of the story. Classic arguement. Long term gains vs. short term gains. Qualty results mater, as the stock market is based on multiples, or so I have heard from investment friends, but the biggest part of DCF model is its terminal value (future of all earnings if status quo) (long term plans, if announced (should be in the Annual Report) should be factored in. Maybe it is becuase I like marketing and studying to be an accountant (do not ask) and I am not the biggest finance guy, but I do understand it.
Also I disagree, Steve Jobs is a tool, Bill Gates is a much better strategist, he has been around for 20 some odd years. Trumps Jobs. He is also better in a long term thinking, having adjacent startegic moves at any given time, (thank you Michael Raynor).