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The new pioneers: Brew Ha Ha

29 Nov

Brew ha ha case

I love small businesses that work hard to differentiate themselves from the competition. I call them the New Pioneers. They work their businesses like the old world drovers who rode quarter horses and steered them like cars to round up and drive the flock. They don’t rest on their laurels and plan and produce new products to offer something fresh and wonderful to their customers and they use marketing and social media so well to be liked, viewed, commented on and followed = all good for SEO.

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Brew Ha Ha Coffee Roasters in inner city Sydney could be just another cafe, but it’s not. They keep producing not just the best coffee from premium roasters and skilled baristas – they also offer great and creative food in a ‘foodie’ society … and they get recognised (see above).

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Vibrant businesses like Brew Ha Ha obviously love what they do because they do it well or vice versa. Screen Shot 2018-11-29 at 10.10.08 am

Did Leonardo Da Vinci have a Macbook Pro?

7 Oct

McKinsey Quarterly recently published an article about the rising importance of creativity in the digital world … and it’s good news!

The creative economy

As we labour away in a frenetic 4th Industrial Revolution where WORK is being transformed by algorithms and bots … some of us wondering where we will fit, the one shining star is digital creativity.

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See machine learning is great for programmed processes but not so great for human creativity. That’s where Leonardo fits in. I know for sure he didn’t have a Macbook Pro but his fecund mind and total genius produced art and engineering and product design.

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Who cares if you are marketing on Instagram, Facebook or Youtube – it’s still all about great content and that has to start with big ideas.

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This has to start with an existential approach to business thinking and that will come from the top.

source: https://www.mckinsey.com/business-functions/organization/our-insights/five-fifty-Creating-Creatives

Welcome to the emojincey ward

1 Mar

emojincey ward

The digital sphere can be complicated for marketers and business operators, trying to keep up with all the new features social media is offering as well as apps and other whizz bang offerings.

I use the term whizz bang because when you really look at a lot of these innovations, they offer the excitement of the new. And we have been trained to upgrade from old to new even when the new features aren’t that special.

In the olden days marketing was relatively simple.

  • Create the message
  • Match it to your target market
  • Choose the best media option
  • Run the ad or the campaign.

Now targeting requires sorting through many variables to do with lifestyle and behaviours.

Ads or posts are run and testing is conducted using the analytics.

Often we are advised to run separate campaigns to ‘test’ the efficacy and effectiveness.

We are told to be strangely unique to cut through and to tell stories not to just sell.

TV channels have been replaced by internet influencers who command vast audiences.

It’s so un marketing in the traditional sense where a product or service was promoted to a market.

OK … that’s simplistic.

And there’s likes and follows. Shorthand ticks of approval from our ‘community.”

Other shorthands include the emoji.

now featuring an array of cute visages with stand out emotions. And gifs.

Like it or not, we are in the age of shorthand … short attentions span.

Ultra convenience services such as UBER Eats and Netflix stop people socialising.

But people are people and will no doubt get bored with social which is why they have to keep changing and updating and adding features.

Great advertising is still about the creative. Cut through only occurs when people stop and take notice.

So let’s open the emojincey ward where people are people and emotions aren’t a quick flick, insert and like.

emoji image:  

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

 

DISRUPTION HAS HAPPENED BEFORE

12 Jun

disruption is nothing new

Wow what an amazing world we now live in. Technology rules … OK!

Disruption like fake news is a hot cliche. Could be the hottest right now.

Disruption describes new technologies and new business models that disrupt the current modelsprocesses and accepted standards of business.

  • Taxis were disrupted by UBER
  • Graphic design was disrupted by Adobe
  • Hotels/accomodation was disrupted by AirBnB
  • Commercial real estate was disrupted by WeWork
  • Photography and processing was disrupted by mobile phones + photoshop

It’s nothing new though. As the above photo depicts horses and carriages with a trolley car and next to that an early motor car. That was a disruption. But they didn’t have that neat phrase to label things.

In business we must track trends or we’ll be left behind holding the box brownie.

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The importance of data is ‘yuge!’

10 Jun

Here’s a story I found on a blog I subscribe to. It’s about the people-based research and targeting platform developed by Merkle which has ‘tagged each person with digital IDs with hundreds and sometimes over 1,000 attributes. At this point, the total database covers 242 million people and counting.’

This supposes that people like targeted advertising and are OK with ‘a holistic understanding of people’s behaviors and motivations.’

‘“We’re undertaking a transformation as a global enterprise,” said Dentsu Aegis Network Americas CEO Nigel Morris.’

big brother

It looks like George Orwell was right but he just got the era wrong.

OK – I like a targeted ad as much as the next person but I already bought a BBQ!

https://www.mediapost.com/publications/article/302542/census-advertising-dentsu-rolls-out-new-platform.html

Education disrupted

7 Jun

education and technology

An interesting article from the ‘not failing’ New York Times about how the tech billionaires are making fore-roads into schools with innovation grants and other funding and the questions around who is profiting the most. In an era that promises to automate many jobs and where industries are either disappearing or being reinvented it makes for interesting reading.

For those of you that still read …

https://www.nytimes.com/2017/06/06/technology/tech-billionaires-education-zuckerberg-facebook-hastings.html?_r=0

Image via: edtechreview.in