Sep 28, 2012 | Communication, Customers, Marketing, Sales
Working with a client recently, I realised my language had changed. The word “Pitch” had been substituted for the more usual “Present” as I encouraged them to get out and engage with their markets in a very focused way to build sales, rather than taking a more passive approach, and presenting their credentials, hoping to strike a nerve.
Any presentation, as I have argued before is an opportunity to sell something, a product, an idea, a course of action, but it seems to offer three alternatives to an audience, buy in, leave it alone, or remain on the fence. By contrast, a Pitch seems to offer less options, you either buy in, or not. No middle course, no fence, yes or no.
Before he was famous outside advertising, Bryce Courtney used to write a weekly column for one of the Australian newspapers called “The Pitch.” Looking back at a dog-eared copy of a compilation of columns published afterwards, and decoding the great stories for the message, it is unashamedly, “Pitch” as a call to action, leave no middle ground, and manage a conversation for a “Yes or No” outcome.
A more recent publication is Oren Klaff’s great little book, “Pitch Anything” which offers a framework for making a pitch successful, and whilst the focus is on capital raising, the lessons are applicable everywhere.
So stop presenting, and start pitching when you want a clear outcome.
Sep 25, 2012 | Branding, Communication, Marketing, Small business, Social Media
Big Brother is watching where you are, if you have a smartphone. The GPS capabilities of the newer smartphones opens up an extraordinary Pandora’s box of opportunities to market to those in immediate reach, alternatively to deluge them with SPAM, as illustrated by Tom Fishburnes cartoon . (make sure you click through to his Google keynote)
You are a smart young thing, with a purchase history in a chain of fashion stores. As you walk into the orbit of a store, your phone tells them who you are, and that you are close, which offers the chance to mine your database, and come up with tailored specials, available for the next 20 minutes, just for you. Or perhaps as you move towards the cinema complex in George Street, the movie about to start that sits in your preferred genre, offers you a preferred location, and a coffee. The opportunities are endless, the potential to annoy by filling your phone with Spam almost as endless.
This evolution will require a rethink of the customer acquisition process. Aiming messages at consumers with the laser-like accuracy to avoid being a Spammer will require a sophisticated data mining capability, as well as a sensitivity to consumer preferences that will be hard to translate into an algorithm.
The downside for those who do it poorly is that potentially loyal consumers will move elsewhere, and block your messages, the emerging equivalent of retail purgatory.
Sep 24, 2012 | Branding, Change, Marketing, Social Media
So, the Gruen team is down a member as Russell Howcroft moves on to take over running the ailing Channel 10. There must be a sense of irony here, he moves from career as a “Madman” moonlighting in a successful public subscription TV channel where he has pontificated on the merits and foibles of various advertising, to a struggling channel with an eroding advertising revenue base at a time when TV’s are turning off (my assumption) in favor of alternatives.
There are still plenty of TV’s out there, but are they being used as TV’s the way they were a decade ago? Probably not, they are playing recorded shows, either downloaded, bought via a subscription service or in a boxed set, and played when, and where it suits the viewer, on a whole range of devices, not when the “prime time” usage model of a fixed set and time table dictates.
How will an old school advertising guru perform in this environment of rapid and disruptive change? Even the disrupter, Google, who made a fortune out of placing ads in the way of what you are searching for has recognised that where you are is as important, and so are investing in Maps as a representation of the interface between the real world and the virtual one, seeing the next wave of innovation coming.
Good luck Russell, but my instinct is that a 30 year old social media whiz Kid may have been a better choice.
Sep 20, 2012 | Innovation, Marketing, Small business
“Big data” appears to be the coming cliché amongst my propeller-headed friends, as it gets cheaper to gather, store, and mine data, they are like excited 21st century versions of Oliver Twist, “more petabytes please sir”!
Surely at some point diminishing returns occur, more and more of the same data cannot to my mind possibly lead to the insights that make a difference. What is needed is different data, meaningful insights generated from the data, better assembly of data into project plans and performance measures, curation of key bits of data to those who can use it to solve a problem or provide insight into a circumstance.
Imagine if you will, a black and white photo taken with a 10 megapixel camera, compared to the same photo taken with a 100 megapixel camera (does this exist?) same photo, better definition although hard to distinguish, you can blow the one taken with the 100 up to the size of the opera house and still be recognisable, but it is still the same photo, just more data of the same sort. Now consider the same picture taken in colour, at 5 megapixels, same photo, less data, but what a change is wrought by a bit of different data, even if it is just an added bit of small data.
More of the same is never as good as a little bit of different.
Sep 19, 2012 | Leadership, Marketing, Strategy
Strategy is about choice, which market, customer, technology, and so on.
Never has this black and white choice been so stark a challenge as in publishing, as the established operators struggle to find profitability in the electronic age.
Fairfax in Australia recently announced a record loss of 2.7 billion dollars, a continuance of their recent performance, on top of a series restructuring announcements and a precipitous drop in the share price over the last couple of years. They are not alone in the world of print media.
However, all is not lost. A few weeks ago I heard the editor of the “New Yorker” Henry Finder being interviewed on Sydney radio, a whimsical interview, but the astonishing difference is that the New Yorker is thriving in the new digital environment.
Instead of chasing the commodity, fluffy stories available anywhere, the magazine is going deeper into stories, rewarding readers with superior journalism and a range of views not available elsewhere.
They made a choice, not just to be different to everyone else, but to do it in a way that is consistent with the history and culture of the magazine.
My revered old mentor, Jim Hagler, scion of Harvard Square said to me almost 40 years ago “son, create a niche and then OWN it”. Jim had never heard of the internet, or the disruption it would bring publishing, but his wisdom still holds, and the New Yorker has listened. Wisdom has a context, but it remains wise.
