Archive for the 'Blog' Category



Missing the boat…on purpose

If you have target market X surely you should talk directly to them?

In all likelihood – yes.

However there is ALWAYS room to target the second tier.

Who influences this market? Who else do they interact with? Whose opinion do they pay attention to?

The best example of this is the most effective campaign in getting women in for cancer screening. Conversations were held with hairdressers whom were to then relay they conversations with their clients. By targeting this second tier they were able to reach their target audience in an effective manner.

The key here is to miss the same boat that your competition are taking ON PURPOSE!

Great engagement model when you do not have the capability to do so directly.

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May 31st, 2009

Amazons obsession with its customers

You really have to hand it to them for looking after their customers.

Many years back my Dad told me the first time he ordered from Amazon (pre-2000 days) that they sent him the wrong book.  He let them know and they said hey can you donate it to your local library and we’ll send you the right copy.  Neat huh? He has told that story over and over for well probably about a decade now.  (Good Experiences compound!)

Also as I have found out – they provide a huge amount of detail in their tracking of orders.  See below:

amazon-customer-obsession2

This is amazing! I have been able to track my package from the moment it left to the moment it has arrived in New Zealand.  I have never seen that level of detail in tracking.

They realise that if I want to track it may as well expose as much data as possible.  No reason to hide behind (we don’t know where it is) but that’s where it is – if it’s not where it’s meant to be we will have to take responsibility.

Now who says customer obsession isn’t a winning model?

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May 28th, 2009

Take all of this offline

Having my monthly coffee with Rich of GetFrank we were talking about all the learnings you get from running an online business.

It really is all about the groundswell – creating the word of mouth.

It’s less about sinking money into something and more pulling your sleeves up and getting your hands dirty.

These are the fundamentals offline as well, yet you forget the basics to be honest.

If you can take these basic principles back offline into a traditional market you can really dominate.

Imagine applying Internet Marketing 101 to staplers? fruit juice? car tyres?

Your marketing cost would be a fraction of the competition and I daresay magnitudes times more effective.

Basic concept of innovation – take a successful framework into a new context.  You could have some real fun with it – so why not give it a shot?

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May 27th, 2009

Experimentation

How much experimenting do you do?

How often are you trying something new?

I hope you can recall the last experiment you made.

You see if you’re not trying something new, you’re not risking and if you’re not risking you’re not learning.

If you’re not learning your stagnant.  And being dead in the water isn’t helping anyone.  Let alone yourself.

I suspect if your reading this you do experiment, my challenge to you then is to encourage others to experiment, get them to question the world.

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May 26th, 2009

Quantifying Word of Mouth

Easy – remember the adage that 64 people hear about a bad experience.

If you can go to the exact opposite emotive state but through a positive experience.  You are going to cut through the clutter to the same amount of people.

An example would be the Burger King Flame, $3.99 for a Whopper smelling perfume.  Sold out instantly.  Remarkable enough to cut the clutter.

So remember this, you are looking to leverage word of mouth to get this spread.  Each and every person has the potential to spread it indirectly to 64 people.  Now that’s why word of mouth can spread like fire.

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May 25th, 2009

In Store Filters

I have to admit that I know a form of these are on the way.  Intelligent Shopping Carts which help you identify what you want to buy, notify you of specials etc.

However these are engineered for companies benefit moreso than the consumers.

What I would like is to walk into a store (thinking Supermarket here) – it knows my favourite brands, it knows that I always buy bananas or that if I wander down the meat section I never buy Pork but buy Steak, potentially even it can monitor my shopping habits and recommend new products based on others.  Kind of like Last.fm but for food.

So how could you implement this? Intelligent glasses that glow on the products you like.  Too geeky methinks.

Shopping Cart is a winner – simply login, swipe each product as you add it.  Hey you could even tally my purchases as I go.  Now that would be neat.

Again like Last.fm needs to be built around the customer – not the supermarket (whom just want to push more products into your trolley).  If you help me enhance the experience I will shop more often.  Simple as that.

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May 24th, 2009

The (subtle) Art of Persuasion

I was at a launch party last night – now they had some cards at the bar with some neat stories.  Whilst I waited for my drink I purposely flicked through them, grabbed three out and showed them to my friend.

There was a guy in front of me waiting, he watched this, I chit chatted back and forth, then flicked back through the cards checking to see if I had them all.   I then pulled a couple out and left them on the bar for others to read.

Now I have to admit – I did this purposely to draw attention to the cards to the person in front of me.  Sure enough within 30 seconds he reached over, grabbed one, then flicked through to grab all the different colours.

Not only had I planted the seed that they were worth looking at – for whatever reason you need to get all three colours.  A bit cheeky but fun.

The subtle art of persuasion.

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May 21st, 2009

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