:: The Marketing Fresh Peel :: 2008 March archive

Last Minute Rush Thoughts

Posted by Chris Wilson March 26th, 2008

From the beginning, I’ve called this The Age of Conversation Social Media Bum Rush. I specifically inserted the words “social media” because I knew that success of the movement would hinge upon the ability of the existing community surrounding The Age of Conversation, to come together and push beyond our immediate circle of influence, and that social media outlets would play a huge part in breaking through.

The time is almost here, for us to break through. We have the chance to ban together as one community with one common goal, a movement, if you will.

We are coming down to the wire, so now I will give you 3 things you can do to ensure that this movement is a success:

Digg and Stumble on Friday Starting at 12 Noon

We need everyone to Digg and Stumble the post launching the bum rush, starting at 12 Noon CST. This is a little bit of a change of plans, because I wasn’t going put up a post launching the event until Saturday at midnight. I have since learned some enlightening facts about the hierarchy of social sharing sites that will hopefully help us gain some mass exposure before Saturday. (Thanks to Jon Phillips of Freelance Folder.)

Buy 1 Book at a Time on Saturday

Starting on Saturday, the fun begins. Buy many copies of the book (1 at a time for maximum impact) and tell your friends to do the same. Please use this link so that we can pick up the referral fee as well. (Remember that all the proceeds and referral fees earned will be donated to Variety, The Children’s Charity.)

Spread the Rush Starting Now

No matter who you are or what your specialty is, this is something that you can do. Do all you can to spread the word about the rush. Post to your blog, Twitter, ooVoo. Talk where ever and using whatever you want to communicate. Talk about the event, the book, your favorite author, or anything about The Age of Conversation.

You will be surprised how quickly the chatter will spread. Just this week I’ve been talking up the bum rush on Twitter (more than normal at least), and the traffic flowing to the post about the event, and clicks outgoing to the books’ listing on Amazon have jumped a good margin.

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And now I will leave you with a very fitting quote from author Ryunosuke Satoro, which I have carried throughout the bum rush campaign.

“Individually, we are one drop. Together, we are an ocean.”

CATEGORIES: Social Networks, Books, Marketing

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Simple Idea: Imitate

Posted by Chris Wilson March 26th, 2008

Imitate shamelessly and often. It’s the fastest way to learn.

CATEGORIES: Simple Ideas

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Back to Beans

Posted by Chris Wilson March 19th, 2008

Starbucks, Back to Beans

Last month there was a lot of commentary surrounding Starbucks’ 3-hour nationwide closing of their stores, for a “retraining” and a refocusing on “customer experience.” This was prompted after sales at Starbucks had dropped to an all-time low. Chairman Howard Schultz even took the reigns back as CEO, in an effort to get the company back on track.

My observation is that Starbucks was praised for their rededication to the high-quality coffee, in both the press and blogs by a margin of at least 8 to 1. I even threw in my take on the matter with The Coffee Experience.

USA Today Logo

Today, USA Today released an interview with Schultz in which he addressed questions and concerns from expert consultants. I recommend reading the whole article if you have the time. It’s a great read that takes an in-depth look at some of the things Starbucks is facing as they seek to reinforce the Starbucks brand, while seeking innovation that will keep the brand relevant in the future.

One of the topics of interest, was “cutting the clutter,” which takes a jab at Starbucks lack of focus, which I addressed head on in my recent writings about the coffee chain. In response to restaurant consultant, Malcolm Knapp’s, concerns that, customers don’t know if they’re in a “coffee shop or variety store”, Schultz had this to say, stores will have “fewer things” that are “more focused on elevating the coffee experience at home.” Schultz also said they will, “spill out more coffee than most coffee shops sell,” and “You won’t be able to find a fresher cup of coffee on the planet.”

The biggest take away for me is that while Starbucks needs to restore their focus on coffee, at the same time they must seek innovation. To use the key phrase from Good to Great, “Preserve the Core, Stimulate Progress.” Schultz realizes this and states that, “this is the beginning of transforming the Starbucks experience”, words that leaves a coffee junky like myself, full of excitement and drooling over things to come.

CATEGORIES: Innovation, Branding, Marketing

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Light bulb, Brand Insight

Posted by Chris Wilson March 18th, 2008

Light bulb Flash of Brand Insight

I’ve been focusing a lot lately on branding and what makes a brand great. There is nothing wrong with focus, as long as the attention doesn’t become solely internal.

Tom Asacker, author of A Clear Eye for Branding, draws a picture of the flash of brand insight. If only that understanding could be reached so instantaneously.

CATEGORIES: Branding

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Hiding Green

Posted by Chris Wilson March 17th, 2008

Hybrid Leaf Logo Decal

The past two weekends, for me, have been centered around the automotive world. Two weeks ago the International Auto Show was in town and some friends got a hold of some free tickets for my wife and I. Then this past weekend, the in-laws were in town. The guys, in a blatant attempt at avoiding the mall, went to check out the local motorcycle shops and car dealerships.

At both the Auto Show and the car dealerships, I couldn’t help but notice one fatal flaw in the way the fuel efficient vehicles were set apart. Well, they weren’t, and that was the problem. They were just mixed in with all the other vehicles.

I was expecting something completely different, especially at the Auto Show, which is usually a signature even to boast innovations. Where was the special green area with impressive back lighting, focusing on fuel efficient vehicles, and the concept vehicles of the future? Why did manufacturers not take this opportunity to show that they are in touch with rising consumers concerns?

I know I wasn’t alone with these thoughts. Just a short walk through the crowd of people and you would hear some of the same questions: “How many miles-per-gallon does it get?” “Is that a hybrid?” “Do they make it in a hybrid?”

It’s as if the car companies were trying to say, “look, hybrids are not that different,” when their message should be the exact opposite. It’s not about what you have to give up driving a hybrid. It’s about what you have to gain. They’re burying their unique factor between the gas guzzlers, hoping no one will notice.

Until the car manufacturers understand this, things will progress as slowly as they have in the past. That is, until consumers start demanding change because they are spending the same amount of money a month on gas as they do on their monthly mortgage.

CATEGORIES: Marketing

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Story of Powerful Emotion

Posted by Chris Wilson March 12th, 2008

Dan Heath, of Made to Stick, posted this video, that one of Chip Heath’s students at Standford created.

No matter what your stance on this issue is, you can’t help but appreciate the element of persuasion that can be evoked when you have, a story with powerful emotion to tell. It sticks!

CATEGORIES: Marketing

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