From my email:
|Wizard Partners Australia. Call Us: (07) 4728 4866|
From my email:
|Wizard Partners Australia. Call Us: (07) 4728 4866|
An interesting article from MarketingProfs.com on Social Media and Marketing:
"Social media is cool!" proclaims Chris Brogan in a premium article at MarketingProfs. "Blogging and podcasts are cool! We're so cutting edge! Twitter is like the future here today, and no one knows about it!" If you've noticed a certain facetious quality to his enthusiasm, his next line makes clear his disdain for the gee-whiz attitude many people take: "Yeah, whatever."
According to Brogan, achieving success with social-media tools requires a sober analysis of their usefulness, and the smart implementation of well-reasoned strategies that complement traditional marketing efforts. Let's say you've joined Twitter in a professional capacity and now have 3,000 followers. That's great, but now what?
Reaching your business goals means leveraging that network with a solid plan—not just preening over your popularity. If you want sales, for instance, you should start by differentiating between your real-life friends and your customers. "I don't sell to my friends," says Brogan. "My friends sometimes bring me sales. Two totally different things." With customers, meanwhile, you'll want to move them gently to places like email lists where they're more likely to convert. "Don't let them just reside in Twitter," he notes. "Twitter isn't a database."
Your Marketing Inspiration is to keep Web 2.0 in perspective. "Blogging and social media and all these whiz-bang tools don't sell things," says Brogan. "People sell things. People who know how to sell things sell things. This social media stuff [sic] is great, but it's a set of tools, so you've gotta pull out of the 'yippee! hooray!' cloud for a bit and look at basic selling mechanisms."Sphere: Related Content
Think about this past week.
Were you ethical? Everytime? All the time?
Posted: 26 Mar 2009 11:01 AM PDT
Right now, the economy has lots of people running scared. Many sellers are under extreme pressure to bring in more business and close faster. Recently someone wrote to me, concerned with the pressure being exerted on him to do "whatever it takes" to get the deal.
As far as I'm concerned, that's a set up for disaster - and here's why ...
When I started my sales career at Xerox, it was clear that poor performance was unacceptable. Each month, the regional offices would post stack rankings of all the reps showing their monthly numbers as well as their year-to-date results.
Being at the bottom of those stack rankings was not only humiliating, but also meant that you'd likely be out looking for a job before too long. Being and staying on the top was something we all aspired to. The accolades, the money and prestige were enormous – and hugely seductive.
Why am I sharing this? Because sellers at either end of those stack rankings (including me at the time), were likely to "cheat" a little in order to improve their positions. Behaviors I saw exhibited included:
So what's the big deal? Each of these non-ethical behaviors (and the host of others that I haven't mentioned) can have serious ramifications.
Once your colleagues discover your willingness to bend the rules to get ahead, this impacts how much they feel they can trust you. Professionally, you'll find yourself becoming more isolated, as they avoid sharing what's really happening.
Upon sensing or actually uncovering your self-serving behaviors, prospects may refuse to do business with you entirely. Or, they'll get rid of you as a vendor as soon as humanly possible. You'll actually lose work in the long run.
Your reputation as an unethical person or business will spread. Even in major metropolitan areas, the news gets around via negative "word of mouth." From what I've read, the average unhappy customer tells a whole lot of their friends.
With the growth of social media, unhappy customers are more than willing to share the entirety of their conversations and interactions with you. They'll post this information on line for the world to see. If a prospect "googles" your company, they'll get a chance to read all about it.
If you're tempted to be even the slightest bit unethical, don't do it. Instead, do what's right. You can live with yourself much better. And, it's good for business.
Labels: sales training
Mediapost sends this to me 5 days a week:
Over the weekend, a friend of mine sent me a link to this article via Twitter. I have wondered about this subject myself, being in the radio business, being on the board of our local Advertising Federation, being a lifelong student of what I call relationship marketing, and also being actively involved in various social media and internet operations.
Recently one of my national clients sent a request to all their radio stations, asking if we had twitter accounts. A few radio stations started twitter accounts, but the problem is a majority of the folks in the advertising business, are not keeping up to speed on some of these developments.
THAT is what will kill the advertising business, I believe, not the internet itself. Smart Advertising Pros keep up with the latest trends and learn and adapt.
The Following is from TechCrunch:
Editor’s note: The following is a guest post by Eric Clemons, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania. In it, he argues that the Internet shatters all forms of advertising. “The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed,” he writes. The views he expresses are his own, and we present them here to foster debate. (Obviously, we hope there is a place for advertising on the Internet since it pays our bills).
The expected drop in internet advertising revenues this year was neither unpredictable nor unpredicted, nor was it caused solely by the general recession and the decline in retail sales. Internet advertising will rapidly lose its value and its impact, for reasons that can easily be understood. Traditional advertising simply cannot be carried over to the internet, replacing full-page ads on the back of The New York Times or 30-second spots on the Super Bowl broadcast with pop-ups, banners, click-throughs on side bars. This might be a subject where considerable disagreement is possible, if indeed, pushed ads were still working in traditional media. Mostly they have failed. One newspaper after another is going out of business across the United States, and the ad revenues of traditional print media, even of highly respected magazines, is declining. The ultimate failure of broadcast media advertising is likewise becoming clear.
Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites. This is particularly true when the consumer knows that the sponsor of the ad has paid to have this information, which was verified by no one, thrust at him. The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them. Indeed, there has to be some way to create websites that do other than provide free access to content, some of it proprietary, some of it licensed, and some of it stolen, and funded by advertising.
The idea that content has a price and net applications should find ways to earn a profit without providing free access to other people’s content gets explosive reactions; when virtual reality pioneer and tech guru Jaron Lanier suggested in a New York Times Op Ed that authors deserved to be paid for their content he actually received death threats. But other models are possible and several suggestions for alternative forms of monetization are offered below.
The internet is the most liberating of all mass media developed to date. It is participatory, like swapping stories around a campfire or attending a renaissance fair. It is not meant solely to push content, in one direction, to a captive audience, the way movies or traditional network television did. It provides the greatest array of entertainment and information, on any subject, with any degree of formality, on demand. And it is the best and the most trusted source of commercial product information on cost, selection, availability, and suitability, using community content, professional reviews and peer reviews.
My basic premise is that the internet is not replacing advertising but shattering it, and all the king’s horses, all the king’s men, and all the creative talent of Madison Avenue cannot put it together again. To analyze this statement we need a working definition of advertising, and I proposed the following, which is as general as I could make it:
Advertising is using sponsored commercial messages to build a brand and paying to locate these messages where they will be observed by potential customers performing other activities; these messages describe a product or service, its price or fundamental attributes, where it can be found, its explicit advantages, or the implicit benefits from its use.
It is frequently argued that the advertising industry will provide sufficient innovation to replace the loss of traditional ads on traditional mass media. Again, my basic premise rejects this, suggesting that simple commercial messages, pushed through whatever medium, in order to reach a potential customer who is in the middle of doing something else, will fail. It’s not that we no longer need information to initiate or to complete a transaction; rather, we will no longer need advertising to obtain that information. We will see the information we want, when we want it, from sources that we trust more than paid advertising. We will find out what we need to know, when we want to make a commercial transaction of any kind. The conventional wisdom is that this is exactly what paid search helps us to do, but all too often they are nothing more than a form of misdirection, as I explain further below. Instead, we will use information that we trust, obtained at the time that we want to see it.
Better targeting of ads using individual interests and individual behaviors will ensure that we do not bore or annoy as many people with each ad, but cannot address the trust issue. As for paid search, it is closer to other mechanisms that allow a website to sell access to potential customers. It works effectively as a revenue source for Google, of course. But it surely is not replicable for the average content website.
There are three problems with advertising in any form, whether broadcast or online:
Yes, both network executives and their ad agencies have noted that we are not watching traditional ads, and they attribute this to the fact that we have moved beyond newspapers, televised network news, and broadcast movies, to video games, iPods, and the internet. Porting ads to a new medium will not solve the three problems noted above. The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed.
Again, my research suggests that there are three general categories for creating value that can be monetized, including selling real things, selling virtual things, and selling access. Some websites exist solely to sell real things. Many of the best-known perform aggregation of demand, so that there will be enough customers to justify stocking and selling items for which there is only limited demand. Amazon is merely the best-known example. Sites like Amazon and Zappos are especially good for long tail items … where else do you go for a copy of the Green Sea of Heaven, Elizabeth T. Gray’s magnificent translation of the Ghazals of Hafiz, or for a pair of size 20 basketball shoes? Selling real things online has been studied since the advent of interest in eCommerce and will not be discussed further here. Other websites sell virtual things. These activities fall into three categories:
Finally, some websites create and sell access to customers. Again, this can be divided into multiple categories.
Of course no one knows yet, but if I had to guess, based on my meatspace experience, I would offer the following guesses for successfully monetizing the net in the future:
The internet is about freedom, and I suspect that a truly free population will not be held captive and forced to watch ads. We always knew that freedom comes at a price; perhaps the price of internet freedom and the failure of ads will be paying a fair price for the content and the experience and the recommendations that we value.
(Photo by nickyfern).Sphere: Related Content
This is from the Bad Pitch Blog. Read through it and see how you can apply it to your sales life:
Labels: sales training
I get this each week from Springwise.com:
Hotel rooms scattered across the city of Linz
Tourism & travel
Linz has scattered unique hotel lodgings throughout the city’s
metropolitan area, in effect turning the entire city into a one large
Amazon trades gift cards for used video games
Retail / Gaming
Offering consumers a convenient way to sell unused games, Amazon
has launched a program to offer gift cards in exchange for second-
hand video games.
Playground for men features heavy equipment
Lifestyle & leisure
For EUR 219, visitors to Männerspielplatz can shed their office
trappings and get seriously dirty while playing with excavators, wheel
loaders, Caterpillars, quads, Jeeps and more.
Donated site helps families keep their homes
Non-profit / Social cause
SmallCanBeBig was formed on the premise that small donations
can add up to a big difference for families on the brink of financial
Garden offices geared for telecommuting
Homes & housing
For employers who want to give their staff the option of working at
home, the OfficePOD is a 2-by-2-metre freestanding structure that
can be installed in a day, typically without planning consent.
Bikesharing comes to Asia
We've already featured bike-sharing schemes in Paris and other
cities in Europe and North America, and recently we spotted a few
like-minded efforts popping up in Asia.
Helping consumers rent out unused space
Marketing & advertising
Spareground bills itself as "the one-stop shop for finding somewhere
to store your sports equipment, keep your caravan for the winter, park
your car, graze your horse or find somewhere to display your art."
Fitness class by Reebok & Cirque du Soleil
Lifestyle & leisure
Much like a free-hanging trapeze, the Jukari FlySet -- developed by
Reebok and Cirque du Soleil -- can be used for swinging, jumping,
hanging, kicking, pulling up and strengthening.
Email signatures with a fundraising twist
Non-profit / Social cause
San Francisco-based Replyforall gives users a way to raise money
for their favourite causes by simply adding a tailored signature to the
e-mails they normally send.
Social networking for dogs
Media & publishing / Lifestyle & leisure
A social networking site designed for dogs, Dogtree is a free service
that aims to help dog owners find playmates and walking friends for
their canine companions.
Tracing jam back to the strawberry farm
Food & beverage
Condiment maker Beerenberg has introduced Provenance Pathway,
an online tool that lets customers trace their jam or sauce from ‘soil
Playgrounds, mapped & reviewed
Lifestyle & leisure
The KaBOOM! Playspace Finder is a user-generated online directory
that lets anyone enter, search for and rate play spaces in their
A tryvertising lab for San Diego
Marketing & advertising
Sample U is a joint effort with Alliant International University to offer
new market research opportunities for sampling and testing new
Free car for the weekend, no strings attached
Automotive / Marketing & advertising
It’s the equivalent of being handed a cute puppy, knowing you can give
it back if you don’t want it: Renault is hoping that once consumers
spend a weekend with its new Megane Hatch, they'll want to keep it.
Emails warn patients of health-changing weather
Developed to warn them in advance, MediClim emails registered
users when changes in humidity, pollen count, barometric pressure
and temperature might change how they feel.
TerraCycle collects non-recyclables at big-box stores
Eco & sustainability / Retail
Partnering with brands like Best Buy and Home Depot, TerraCycle is
introducing a non-recyclable packaging collection system in American
big-box chain stores.
Learning site motivates kids with real rewards
SmartyCard offers what it calls the world's first "learn, earn and play"
experience by rewarding kids for completing educational games
with prizes from popular vendors and family sites.
Event-planning niche: wedding rehearsal dinners
Lifestyle & leisure
Aiming to deliver a stress-free, memorable pre-wedding celebration,
Well Rehearsed is an event planning company that focuses solely
on rehearsal dinners.
Crowdsourcing economic solutions for Ireland
Non-profit / Social cause
In Ireland, a new grassroots initiative is aiming to tap into the wisdom
of the crowds, through a campaign to solicit ideas for the country's
A paperless alternative to the postal system
Zumbox has created an online mailbox for every street address in the
US, so anyone in the country can begin using its service immediately
to send and receive all-digital mail for free.
Sphere: Related Content
Baseball. Sex. Mini Cabrios. Not necessarily in that order. Let's launch!
Gatorade launched a TV and print campaign promoting G2, its low-calorie sports drink. The campaign teams up well-known professional athletes such as NBA star Kevin Garnett, Candace Parker of the WNBA and volleyball player Kerri Walsh with athletes in their own right, everyday athletes who have one thing in common with their more recognizable counterparts: the same first name. The first TV spot pairs Kevin Garnett with Kevin Crowe, a man who took up swimming daily as a stress reliever after he was laid off twice in one year. "I've never had to tell my wife we can't pay the mortgage," says Garnett. "I've never led the Celtics to an NBA title," counters Crowe. Watch the ad here. I like the concept of the ads, pairing ordinary athletes with those carrying household name status, but comparing someone who makes millions a year playing a professional sport, not including endorsement deals, to someone unemployed, does not sit right with me. Focus on the positive, not the unpleasant reality. Print ads, seen here, here and here, feature side-by-side "Kevins," "Candaces" and "Kerris" and a list of obstacles each individual has overcome. All creative elements encourage athletes to share their stories at http://www.missiong.com/. TBWA/Chiat/Day Los Angeles created the campaign.
Kohler launched a print and TV campaign this month that depicts its kitchen and bathroom fixtures as a way for homeowners to add some personal touches around the house. In the first TV spot we see a whale swimming above and underwater while a woman takes a bath. She ups the volume on her VibrAcoustic bath, which allows her to hear sound underwater. The spot ends with the woman and whale relaxedly floating underwater. See the ad here. Love hurts, but having strong Kohler cast-iron sinks helps deflect some of that pain. A chef learned that lesson the hard way in "Cooking Class." His jilted lover interrupts his class by slamming the lesson's worth of food and pots into two sinks. "Today's lesson: the importance of durable Kohler cast-iron sinks and honesty is the best policy." Watch the ad here. Print ads, seen here, here, here, here and here, range from a modern feel to a classic theme. I personally love the "boat" in a bottle, which, in actuality, is three white toilets back to back to back. And the admiring captain looks much like hero pilot Captain Sully Sullenberger. GSD&M Idea City created the campaign and Carat handled the media buy.
Valspar paints launched a TV, print, online and outdoor campaign that oozes color. It's great, and the TV ads are not what you're used to seeing when you think of a commercial for paint. One TV spot begins with a cello losing its caramel luster. Next, the bright red color from a group of Chinese lanterns vanishes. "Now the colors of life can last a lifetime," says a voiceover, as the paint from a statue drips into a can of Valspar. See the ad here. Print and outdoor ads follow the same theme, showing lively colors from a violin, peppers and a gorgeous purple starfish dripping into a Valspar paint can. See the ads here, here and here. Euro RSCG Chicago created the campaign and MPG handled the media buy.
MINI Cabrio is launching a global print and TV campaign next week that takes the "Always Open" tag line seriously. Don't even think about putting the top up. A man is paroled from jail and picked up in a MINI Cabrio, top down, in "Best Buddies." The parolee is obviously cold and makes the extreme error of reaching for the button to put the top up. The driver leaves him on the side of the road with a briefcase and the contents he left jail with. Watch the ad here. Duelling MINIs play chicken in another ad. The cars speed through muddy water, getting the car, and themselves, dirty. And the game continues. See the ad here. The third ad shows two friends throughout history, where one friend constantly tries to shield his buddy from downpours, never grasping that the friend loves the rain. Watch the ad here. Print ads showcase the MINI Cabrio in different colors, with the roof down, along with copy such as "Rain is just a four letter word." See the ads here, here and here, created by Plantage Berlin.
The Chicago White Sox launched two of five TV spots that will run throughout spring training. And you thought you had unusual rituals. The first ad shows a man who grows a beard beginning with the last day of the regular season until opening day. His wife disapproves, leaving him constant hints, like disposable razors in his cereal box. Watch the ad here. His beard is impressive, but not as useful as this man's beard. One man's tradition of catching foul balls and home runs does not end once the season is completed. He practices year-round, which makes for interesting dinners. Catching spaghetti is harder than it looks. See the ad here. Energy BBDO created the campaign.
Here's another campaign heavy on color, especially lots of pastels. This time it's Ray-Ban. The global effort kicked off with a viral ad showing a chameleon morphing into the color of whatever Ray-Ban it touched. See it here. Shorter snippets consist of a stick of dynamite dropped into a can of paint; a drill outfitted with crayons; and a cannon loaded with seeds that fires a bouquet of roses. See the ads here, here and here. Print ads, running in Rolling Stone, GQ, Details, Fader, Nylon and Blender, follow the drill and feature something explosive on one side of the ad and a colorized painted face on the other. See them here, here and here. In addition to the brand work, ads were created to relaunch the Clubmaster sunglasses. Each poster is half modern and half retro. Check them out here and here. Cutwater created the campaign.
LifeStyles Condoms launched a TV spot promoting its latex-free SKYN Condom. Eschewing humor, typically used in condom ads, this spot gets right down to the nitty-gritty, showing couples making out in dark lit hallways, undressing in the back of a car, or in the bedroom. See the ad here, which is also running online at MTV.com and ESPN.com. AMP Agency created the ad.
Yesterday was World TB Day, and Seiter & Miller launched a TV campaign to raise awareness about the global epidemic that kills one person every 20 seconds. The spot likens the TB epidemic to that of a plane crashing or a natural disaster. The last two events may be out of your control, but stopping TB is within reach. "Deadly. Contagious. Treatable. Stoppable," concludes the ad, seen here.