Archive for the 'Blog' Category



12 Hour Startup Follow up

Thursday evening I threw my 12 hour startup idea at a wall to see if it would stick.

It was at the monthly Auckland, Web Meetup (great event to meet people btw)

We did a 20×20 format.  20 slides, 20 seconds each.  So I thought i’d jump up and give it a shot.

12 Hour Startup is a way of bridging the gap between aiding traditional companies to becoming more dynamic.

Building upon my last post really is how to sell key stakeholders on trying this model.

How can you sell this to your management, It’s a marketing decision:

  • to staff it says we value your input let’s give it a go
  • to customers it says we are seeking new ways to help you
  • to management it’s driving strategic direction from sales (ideas that work)

Furthermore:

  • Validation of ideas
  • Stimulate Innovation & Creativity
  • Out of the box thinking
  • Flow on effects – employees maintaining this mindset over time

Need I continue?

Again I am seeking case studies, thanks to those that have given some feedback really appreciated

(have uploaded a copy of my presentation with basic notes, the objective was to get everyone focused on me instead of the slides, which worked)

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August 14th, 2008

Marketing after the fact

Marketing after the fact should be consistent.

Case in point.

I recently canceled my storage unit at a local storage firm.

As we held a bond and prepaid a month my account was in debit.

Awesome.  At this point in time I was happy with the service, helpfulness of the company.  On my recommend list.

6 weeks later my account has still not been settled even after numerous emails.  They then post a cheque to my old address (even though i explicitly stated when i finished up my address has been changed).

Now they offer to deposit it into my account.  That’s fine.

But

From my perspective.  You have wrecked what was otherwise a positive customer experience.  Do you think I would recommend them again? Doubt it.

Marketing continues after the exchange, it is in the sizzle consumers receive, do not burn a customer because they have switched brands or ended the relationship.  That way they never come back.  Or recommend you.

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August 12th, 2008

Taking a Stance

What do you do? what do you offer?

Is this clear? It should be.

You should be taking a stance. This is who we are. This is what we are about.

People love to talk about firms that take a stance. We are all about flowers. We are all about Art.

Take a stance NOW.

[Thanks to Jim Russell of Shag Gallery, New Zealand for inspiration for this. He does awesome art work. Check it out if you are driving past.]

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August 10th, 2008

Marketing under the Electoral Finance Act

Here in New Zealand we have a (controversial) rule limiting how politicians finance their campaigns.

The idea was to limit wealthy supporters buying elections.

The part I want to focus on is what a private individual can do without having to register.

The Act makes it illegal for anyone to spend more than NZ$12,000 criticising or supporting a political party or taking a position on any political matter, or more than NZ$1,000 criticising or supporting an individual member of parliament, without first registering with a state agency, the Electoral Commission. [Wikipedia]

looks like private individuals have to register if they want to spend more than $12k.  So what do they do now? They get creative…..

So what could $11,999 nzd buy you if you wanted to support your political party (or any other cause):

  • At $0.075 cpm on Facebook you could buy 159,986,666 ad impressions targeted at a kiwi audience. (Would blanket every Kiwi user on Facebook multiple times).  Simply send them to your Facebook page where they could become a fan / spread the word / make a donation to the party / share their views….endless.
  • At $0.05/click you could buy 240,000 visitors to your favourite political parties website.  Even at $0.50 you could buy 24,000!
  • Smear campaign? Buy advertising on Google when people search for a party show your advertisement for the opposition
  • You could create a social network on Ning.com and spend $11,999 on search engine advertising sending visitors there to create a thriving community.
  • You could spend $11,999 on search engine optimisation to have your party show up in search engines no matter which party users searched for.
  • Spend $11,999 on paid blog reviews from local bloggers
  • Hire a student for $11,999 of time (@ $15/hour say 800 hours or about 20 weeks) just talking and partaking in political conversations online.
  • Or a mix of the above, get some volunteers to create a social network on Ning.com, spend money advertising it on facebook/google, pay someone to develop an internet marketing strategy and use volunteers within the network to execute this campaign.  Leverage the power of loyal fans to deliver a campaign which may have cost millions on the open market.

I think you get the idea, being creative and utilising the internet as a platform to spread your story the possibilities are virtually unlimited (even on a tight budget).

Oh and if you were a political party receiving this kind of support, do what Barack did and setup a way of providing micro donations on your website, then your supporters can help push donations through.

(also handy if you provided free graphics, videos, documents for your fans to share online)

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August 7th, 2008

Monetisation Models

Monetising your web service has been a topic I am forever intrigued with and been bouncing around as a blog post for a few weeks now.

Given recent discussions on Twitter I thought I’d grab this out of drafts and post it.

In terms of monetising your service, what options are there?

Freemium
Idea is provide a free service with a premium model where loyal fans pay for extras.  The inherent problem is creating enough value in the premium option to swing users to pay (creating status is key).

Ads based
Make money off advertising, default is to use adsense.  Problem here is this is based on large volumes to cover your services.  No good if your starting out.

Glue ons
Features to your site that are actually of value to your users.  I call them glue ons.  You glue on a new feature (if your users like it, it sticks, if not it falls off).

Examples include: Job Boards (where people pay to list), Toolbars (which generate revenue help user), Consulting Time/Services, Ebooks/Book…

Long tail of monetisation
There are lots more: donations, blog sponsorship / paid blogging, selling links, cross selling, special one off content, limited edition merchandise

However….

Looking at all of the options think anything that helps your users is likely to help you.

A job board that helps your visitors whom will need a job at one time or another, a paid fan club that gives me extra benefits (and status) that no one else gets, access to special reports that other have to wait 3 months for.   Think about what you can glue on.

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August 5th, 2008

RIP Advertising

When I say I work in Marketing people assume I work in Advertising.

Marketing is the communication of stories.  The best ones spread.

Marketing is more than advertising.

Advertising is no longer required to deliver your story.

There are far too many communication channels to simply select one of them.

How do you think Contractors, Small Businesses have marketing themselves over time.  Most of them cannot afford advertising.

Think:

  • That training hairdressers and getting them to talk about smear tests whilst they cut their clients hair has been the most effective method of getting women along.
  • EB Games never advertises.  They just provide a great service to a core audience who then attract others to their shops.
  • Facebook or Myspace ever see an advertisement for them? (i dare you to make one)

The answer is in talking to lots of small groups of people and let them decide if your story is worth spreading.  If it is they will spread it.

This is just one answer there are many more.

So let advertising rest in peace and get creative.

(Advertising firms? Position yourself as an ideas agency, provide these services)

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August 3rd, 2008

What are you doing all the way down here? You could:
- View my about page
- Or for first timers the New Here? page
- Or maybe email this to a friend
- Or subscribe to get blog updates