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Like … I’m just doing this in between auditions

12 Mar

Australian Youth Hotel

It is a funny name for a pub, The Australian Youth Hotel but it’s a great experience.

Yesterday my family popped in for lunch at this inner city of Sydney establishment. We ate in the dining room which was ‘classily’ designed with no blonde wood in sight.

We were served by a young lady who was exceptional in her friendliness (un-robotic), knowledge (food and wine) and general manner. I asked her if this was a part time gig (was she studying?) No, it was her job full stop and she did it well.

Sometimes wait people (don’t you hate that expression,) can be over the top with fake bonhomie which can be invasive and repellant. Like I’m just doing this in between auditions scenario. Often it can be non existent. This experience was real.

It’s good when people serving you like people!

On the way out I kind of discovered the secret. I spoke to the boss (family run business,) and told him how great the experience had been and pointed to the young wait um person.

‘Oh.’ He said with a smile. ‘You got her on a good day!’

Good bosses who make for happy workplaces create a customer service culture naturally. There’s no training needed. It’s natural, which is why Richard Branson is so correct when he says look after your people and the service will follow or words to that effect.

I love small business.

 

Do what it takes to stand out

1 Jan

Rombaut shoe copyAs I delve deeper and deeper into the world of digital marketing and social media, discovering countless apps, knowledge bases, channels, classes and courses, tips, tricks (hacks), opinions, videos, podcasts and webinars, influencers, etc. – it can tend to be overwhelming.

One thing hasn’t changed though and that’s the need to be creative. To have big ideas (thanks David Ogilvy) and to be brave.

It doesn’t matter what medium you are on – achieving cut through is more important than ever.

It might get people to stop just for a second.

AIDA = Attention Interest Desire Action

 

The Niche

10 Jun

There are a lot of good reasons to service a narrow market aka a niche.

niche

Here’s some info I found on Quora.

Niche Marketing

If you try to target all markets you will be in big trouble, because you’ll find yourself surrounded by a load of competition and it will be hard to showcase your unique value proposition.

A rule of thumb is to start narrow and then grow wider.

Start talking to one group of your audience and be specific about their needs and desires so that you can attend to them with your product and services.

Benefits of niche marketing:

  1. Less competitive – a small market means less competition. Carrying out good research across a small market makes it easier to find out the strengths and weaknesses of your competition and makes your product or service better.
  2. More affordable – you won’t be spending money on a broad target group, so you won’t waste money on advertising.
  3. Customers are more loyal – you will be able to nurture, teach, and understand them much better.
  4. Audience is easier to target – you know where they hang out and what their interests are, which makes it easier to target and offer them your solution.
  5. Focused – trying to offer different services for each market can be inefficient, whereas having one nice one will help you to be much more efficient and focused on one single market.

All you have to do is find yours.

Source: https://www.quora.com/What-are-the-upcoming-digital-marketing-trends

 

The newer consumer decision journey

27 May

The consumer decision journey traditional

According to McKinsey, the way consumers purchase and the journey they travel to get to that purchase has changed. The traditional model (above) suggests that the process is fairly uncomplicated from awareness of a need > to familiarity with a range of solutions > to the consideration stage > next to purchase and finally loyalty (we hope.)

The consumer decision journey

The newer consumer decision journey model describes a more circuitous approach which fits with the digital age where research and comparison shopping is far easier and online reviews can make or break a product/brand. It also looks at buyer perception of brands which in itself is no new thing.

This old coke ad is all about building brand perceptions which they do nicely with their image – modern for it’s time.

old coke ad

To quote the authors ‘Our research showed that the proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. We also found that because of the shift away from one-way communication—from marketers to consumers — toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth.’ (+ online reviews.)

The research, according to the article, identified two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience. It also reinforced the importance of aligning all elements of marketing—strategy, spending, channel management, and message—with the journey that consumers undertake when they make purchasing decisions but also of integrating those elements across the organisation.

No more silos!

Source: McKinsey Quarterly

Marketing and Mindfulness

24 Nov

marketing-and-mindfulness

There’s a revolution going on not just in politics but in other areas.

An interesting article from B&T about the new consumers who value sustainability, health and well being above therapy shopping.

http://www.bandt.com.au/marketing/marketing-mindfulness-future-holds

We need to listen to our customers.

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Breathe easy …

9 Oct

Tic Tacs for Trump

BIRDMAN … life, hope and don’t box me in

28 Feb

birdman

Have you seen Birdman? You probably have. Some people loved it. Some people didn’t. For me it was amazing from the first scene of levitation to the last which I won’t mention.

Why was it amazing to me?

Because it was all of life. Triumph, sadness, struggle, confusion > the journey from limitless dreams to the fight to stay relevant.

What an inspired piece of casting. Michael Keaton. Is it his story? Could be. His journey shows in his performance – he’s grown up and from glib and smart arse he has depth and gravitas like the lines on his face and his receding hairline.

Then the story within the story > putting on a Broadway play around a Raymond Carver story … the things we talk about when we talk about love.

“A man can go along obeying all the rules and then it don’t matter a damn anymore.”

Raymond Carver, the genius short story writer. The greatest along with Arthur Miller ‘Death of a Salesman’ and Ernest Hemingway until he got corny. Fighting to stay relevant.

But in that fight is life. The struggle is noble even when it doesn’t work. There’s something beautiful about it.

Old doesn’t mean old anymore. Somethings changed.

What am I talking about?

Everything’s changed. If Willy Loman were around today …

Anchorman 2. When is too much marketing too much?

15 Jan

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I love Will Ferrell and I think Steve Carell is a genius. This newish brand of just plain silly comedy out of the US is funny. And in my book, any excuse for a laugh. I was really looking forward to seeing Anchorman 2 with my family. The first Anchorman was great. And I know Will Ferrell is not to everyone’s taste.

But when I first heard about the 2nd Anchorman instalment I was kind of excited.

And then I heard about it, and I heard about it, and I heard about it again.

Transit ads on buses. The usual internet blitz. Cardboard moustaches. A hell of a roadshow. Youtube ads and trailers.

Saw the film and loved it.

But guess what?

The box office results have been disappointing.

What could have gone wrong? A stellar cast. Great script. Funny as …

No. Too much marketing!

To quote the Steven Zeitchik’s Los Angeles Times story (December 23, 2013)

‘That heaping plate of Ron Burgundy over the past few months (there was also that anchoring of news in North Dakota, the relentless Dodge Durango commercials, the Newseum exhibition, the underwear cross-promotion) made people feel like they had gotten their fill of the character.’

I don’t know about you, but I don’t like being repeatedly bashed over the head.

Be strategic and subtle. Plan your marketing. Give ’em time to breathe.

But let them know you’re there.

Anyway … I loved the film!

In just 60 seconds

6 Jan

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According to an article published in the second half of 2013, this is what happens on the ‘net’ every 60 seconds.

To quote the article in the UK Daily Mail, published July 30:

‘In just a single minute on the web 216,000 photos are shared on Instagram, a total of £54,000 ($83,000) sales take place on Amazon, there are 1.8 million likes on Facebook and three days worth of video is uploaded to YouTube. 

Cashback site Qmee has created an infographic that shows this information as well as how many tweets are sent, photos are viewed, Skype calls are made, domains are registered and more in 60 seconds.

The graphic pulls information and figures from PC Mag, Business Insider and other sites to create a the snapshot.’ 

So what does this say to businesses who are trying to market themselves in 2014?

You better get some fresh content.

Google loves new and updated content.

Content that is relevant to your market.

PLAN DO ACT CHECK

Masters of strategy Part 1

4 Jan

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Happy 2014 … a year of strategic thinking?

I’ve been lucky enough to spend time with a master of creative strategy, David Barnes who’s background in advertising is the stuff of legends.

David can draw and design and write and produce and … well you get my drift.

But via his business, Currency Ideas, he’s a thinker first and foremost.

His brand process takes clients on a journey of self discovery, because often we really don’t think about who we are and what we do best and better than anyone else.

Which is the whole point of living (and working) I guess.

To do things well.

David looks for reasons before developing logos/identities/websites/ads …

Reasons being objectives

A brand is a valuable asset after all.

being creative is strategic.