Archive for August, 2009
Three for free
Posted by Troy Forrest on August 28th, 2009 at 11:49am
“A free lunch is only found in mousetraps.”
- John Capozzi
3 free experiences I had this past week;
- A restauranteur relaunching his business, offering a free come-try-our-new-menu lunch to a group of networked colleagues. Implied cost – if you like it, tell others, and come back to spend
- Two young ladies walking around the Unley Football Oval signing people up for a free raffle (win a footy!). Even though it was free, people were still reluctant. Unspoken potential cost – after the draw, they’ll sell my details to a timeshare holiday place who will harangue me in the middle of dinner. I don’t need a football that badly.
- Some clever professionals donating time & wisdom to speak at a forum I’m building. The sense-of-obligation cost of taking this free help – expose & endorse the generous parties, owe them a favour, create a forum worthy of their presence.
‘Free’ comes with different costs.
Posted in Insight, Marketing Strategy
Brands, recessions and heart and soul
Posted by Jason Dunstone on August 25th, 2009 at 1:28pm
It’s Marketing Week in South Australia! While the message leading the charge and focus is “marketing in a tough economic environment is all about outwitting our competitors,” shouldn’t it be to …
Stop treating consumers like idiots?
Posted in Advertising, Branding
Be like Drama
Posted by Mal Chia on at 12:59pm
If you really want to get noticed in your market, you need to do something different.
Don’t follow the competition.
Make your own rules.
Think outside the box.
Deliver over and above what your customers exepct.
Do something no one else in your catergory is doing and there’s a better chance that people will remember and come back to you.
Be like Johnny Drama and order a Welch’s Grape Soda.
Posted in Branding, Marketing Strategy
7 levels of support
Posted by Troy Forrest on August 20th, 2009 at 10:43am
“It was worth it… after all, I am your biggest fan!”
- IncrediBoy, The Incredibles
Consider the spectrum of people surrounding your business right now;
- The actively-eroding – they don’t like you and they’re trying to convince others not to like you either
- The deliberately-ignoring – they’re not vocal in their sniping, but your correspondence goes straight to their round file
- The unaware-you-exist – they can’t judge you because they’ve never heard of you
- The apathetic – they know you exist, but they don’t care yet
- The supporter-in-principle – they like the cut of your jib, but haven’t moved to buy or recommend you yet
- The conscious-purchaser – they’ve seen the light and are investing with you
- The raving-fan – they go out of their way to tell others how good you are
Do you know which group gets most of your time and energy? Is it the right group?
Posted in Uncategorized
Jason Dunstone on The Marketing Manifest
Posted by Mal Chia on August 19th, 2009 at 9:09am
The Marketing Manifest is the official podcast of Marketing Magazine.
In this first episode, host David Campbell goes deep into the minds of Jason Dunstone, managing director of Square Holes and Jeremy Ervine, general manager of FNUKY, asking the questions you want to know in regards to market research.
Posted in Research