Archive for the 'Blog' Category

Collect -> Expose -> Spread

These were the three words I jotted down in forming the basis of a new strategy.

Sounds super simple and relatively easy to execute.

The problem is whilst easy to understand the devils in the details.

What are we collecting? How do we collect? What do we expose? What’s the story? How do we get it to spread? What mechanisms are there?….

You can use a simple phrase to sell something.  Inevitably though you need to back it up with the execution of the details – and that is exactly where people tend to fall down.

Remember the details.

January 28th, 2010

Dodgy Marketing, it always bites you in the butt

You know the kind – an absolutely awesome deal – $50 off*.

*Conditions Apply.

You then read those conditions and the original deal doesn’t seem so great any more.

A Sideswipe reader shares the same story:

Dodgy marketing. The YMCA Auckland have a billboard promoting ‘eight weeks for $80 gym membership’, says a reader. “But in the terms and conditions you are required to sign up for a year ($21 a week) and then you’ll receive the extra eight weeks for $80.”

Please stop.  You’re wasting your time and money only to get a kickback when people find out your trick.  Honestly – no one is going to follow you up and go wow that’s a generous offer.

Offers/Specials/Discounts should be exactly what they say, shenanigans like this only betray all the other great work the brand does. Stop it. Now.

January 26th, 2010

Going out on your own: Pursuing the Passion 38, 39 & 40

#38: Read
Read as much as you can (i suggest local library as FREE!) but buying books also works, second hand books just as good as the real thing.

#39: Read some more
Read blogs on all facets of business, cashflow, finances, marketing, delivery, there is an infinite amount of free advice out there, filter the best ones and listen.

#40: Rewire your brain
Take yourself into exact opposites, try a new sport, a new hobby, read a case study on a different industry. Exploring them will help you understand your own business better.

January 24th, 2010

We need heroes! (yup I’m calling you Superman)

Given the increasing clutter in the online world there is huge focus on filters – YouTube shows you the most popular videos, Amazon recommends products for you, Twitter shows trending topics.

All to help you engage to avoid being overwhelmed.

That’s all good and great but people still thirst for that human interaction.  We need some heroes!

Someone that spearheads a topic, grabs it and really drives the market.

They become the reference point, the thought leader, a position that maybe couldn’t have existing until the internet allowed you to be the best in the world at it.

We are here now.  What causes do you champion? What are you passionate about? Chances are you’re a superman (or woman!) that someone needs.  Now.

Photo Credit: Xurble
January 21st, 2010

Freelancers are here to stay

Daily Finance does a bit of a post how the state of play has changed in the last two years: Freelance Nation: Why Permanent Jobs may not come back.

In Micro Businesses I mention that we are finally seeing the shift towards Charles Handy idea of the Doughnut Organisation.

This just reinforces it somewhat.  The shakedown has forced organisations to restructure how they run and it makes sense for them to acquire Freelancers to fill the gaps.  On the flipside Freelancers get greater control, pick their projects and keeps them on their toes.  A win/win.

It is sad that it has come about the way it has (through deep cuts during the recession) but I do think it’s for the best.

The future is in micro (even atomic) businesses…

January 20th, 2010

Superstitions Matter

Superstition (via Wikipedia) is a credulous belief or notion, not based on reason, knowledge, or experience.

They’re easy to slate off, discard or ignore… especially when they’re not your own.

That’s the thing we all have them, you can either decide to accept or try and change them.

Neither position is right or wrong.

The wrong position is to ignore their existence at all.

January 19th, 2010

Push based Marketing

In typical fashion during a wine tour over the weekend I quietly quizzed the operators on their marketing strategies.

I was amazed to find not many knew of WineVaultTv or WineLibraryTV.

That aside the predominant strategy for young brands was push based. That is their focus was on getting distribution then hoping for sales.

(Big picture is then to convert sales into repeat customers etc etc)

Whilst this clearly does work – it’s a tiresome journey that erodes profits in the early days (with sales garnered through retail promotions).

A much much smarter strategy would be to focus on pull based marketing, that is making your wine so dam attractive that consumers are demanding it. Then the distribution is calling them! Who has the power then?

I’m not saying the former doesn’t work… it’s just weak.

January 18th, 2010

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