February
16
2010
It's just a matter of time (measured in days).
How important will be is mobile advertising and mobile marketing? It’s difficult to wrap your brain around that fact that advertising is being disbursed on a one-to-one basis so quickly and into so many emerging markets. As long-time advocates of one-to-one marketing we want to embrace this shift and seek new and better ways to tie mobile into consumer or B2B marketing programs. Researching…
The Economist sheds new light on why we (Americans) are not the center of the universe when it comes to mobile marketing. However, many of our current customers are now reaching out to decision makers in these markets as technical infrastructure, cloud computing and other solutions find ways into India, Africa and Eastern Europe. That happening today.
December
9
2009
Marketing programs often identify influencers and decision makers then convince them to buy our products or services. What should we call these programs? Lead generation, demand generation, what? Typically we skirt the question by referring to programs as Dialog Marketing. It leaves the door open to several forms of marketing engagement. Are we generating demand, or meeting a pre-existing demand in the market?
Prospects that have already identified a pain point scan the market for a solution. The demand is already out there. We have to prove that demand can be met and fulfilled with our client’s solution. Maybe it’s semantics, but perhaps we should start paying closer attention to the difference between generating and meeting demand.
Here’s a quick analogy. A man standing on a street corner with his foot on fire screams for a bucket of water. He identified his pain and solution. He just needs someone to get him water. Should you give him the water first, or ask him if he’d like the water plus a soothing aloe vera salve? You’re talking about meeting an existing demand in the market.
Conversely, that same man is standing on the corner reading the paper and has no idea his foot is on fire. You walk by, notice, and offer the man water, an aloe vera salve, and a bandage. Not realizing he’s on fire the man is grateful and you have a friend for life. That’s demand generation.
In a perfect world we are the only ones carrying a bucket of water around town, but we know that is not true. There are lots of different types of water and different ways to find people on fire.
Marketing managers building 2010 budgets are right now trying to figure out how much money they should devote to generating demand and/or meeting existing demand. The choice can be difficult, but as long as you know the difference between the two the battle is all but won. Your prospects are on fire. Do they know it, or do you need to tell them?
Oh, what if your prospects are not on fire? Should you buy matches?
July
13
2009
It may be appropriate to tackle the subject of hangovers. We don’t mean too-many-beers hangovers, but the marketing hangovers.
In a recent brainstorming session we came to the realization that this recession has been like one long hangover. Some might say it’s been a nightmare. No matter how much Red Bull you drink or how much Advil you pop the ringing and pounding won’t stop. (BTW-We don’t endorse either. Read more…) We do have advice, if not the cure.
Think don’t fight your way out of a slump. On the marketing front it is tempting to take what little budget you may have and either hoard it, or start throwing it at products, channels, or consumers. We saw people hoard budgets in the first quarter and much of the second. Next we saw people throw money at the problem hoping for a solution.
Finally, it’s go time! We’re getting strategic with our clients, thinking up new programs that get both internal and external audiences jazzed. Life’s funny. It has taken a rough economy to bring out the best in ourselves and in our clients. We’re all a little more focused and a lot more creative. There’s no turning back.
Remember, if you must do direct marketing, direct responsibly.
We take 20% to web, 60% click-through, and get huge time-on-site numbers. That’s good direct marketing. So good, in fact, that we call it Dialog Marketing. We about to launch our “Hangover” campaign. You need a pair of red decoder glasses to view it, give us a ring. Call us at 214-299-8688 ext. 11 and ask for Liz.
April
28
2009
People that pay big bucks to buy season tickets for football, basketball, etc. are great targets for personalized direct marketing. Just check out this case study touting the success of the Philadelphia 76ers campaign.
Looks like I need to put in a call to Jerry and see if the Cowboys need a little help filling the new stadium in Arlington. We can help him bring those season ticket holders from the old stadium to the new–and maybe help Mr Jones convince these folks to open those wallets a little wider.
Feedback from loyal fans as to which player they like best, the brand of beer in the stadium and interest in special “Members Only” events allows you drill down and adjust your marketing spend. Think about it. You spend more marketing dollars pumping up popular players and selling more beer.
Obviously, this could be used by anyone with a loyal following, bands, brands, products and companies. Drill deep and adjust your spend to up-sell, cross-sell and retain your current fan base (customer base). It’s cheaper than winning new business.
(This is exactly the type of 1:1 campaigns we run for our clients, so we’re biased.)
Kudos to the 76ers. Getting your team to the playoffs, 2-2 going into tonight’s game with Orlando, and eventually winning the series helps sell ticket, too.
*That chant during game 5 of the 1967 NBA playoffs signaled the end of the Celtics reign as NBA champs. The eventual NBA champion 76ers have been called the greatest NBA team of all time.
