Nov 22, 2011 | Communication, Marketing, Social Media
Since I was a kid in this industry, the standard terminology has been to “buy media” meaning stick an ad somewhere, and hope somebody you want to reach sees it, and takes action as a result. However, the reality is that we have just rented an audience from a newspaper, TV or radio station, not bought them.
The net has changed this, as with almost everything else. Now we can buy an audience, over time by developing content that engages and draws people back again and again, encourages sharing of and comment on the comment, effectively building digital “stock in trade” that is stored for access when appropriate.
In other words, at last, we are able to create stock that we can use in the selling process, or in the case of on line retailing, a sale results directly from the stock on the net.
Nov 20, 2011 | Change, Leadership, Management, Strategy
The chaos in the European monetary system, and the appearance of a lack of the required backbone to address the issues has parallels in every commercial change situation I have ever seen, irrespective of the size of the oranisation:
- It takes a while to stuff up a sound system with hubris an self-interest, the decline is slow, but with hindsight, absolutely clear.
- The leadership that got into the mess is unable to clean up its own poop, and needs changing.
- Necessary changes cannot be made until it seems there is no option, and the stakeholders recognise that the status quo is simply unsustainable.
- In change, some get hurt more than others, but most suffer from some austerity. If the stakeholders clearly understand that there is simply no option, and they trust the emerging leadership to take tough, but in the long term decisions that benefit all, they will suffer the short term pain to set things right.
In Europe we are half way through this process. Most Europeans would recognise the status quo is unsustainable, and that change must happen. The leadership is changing, Italy and Greece have changed, and Spain has an election coming up at which the incumbent government will probably be decimated, Ireland made the changes a year ago, and appears to be recovering, and Portugal is just tagging along, so far so good in driving change. Next step is to ensure the measures are appropriately tough, and that they “stick” despite the opposition that will emerge from organised vested interests.
It seems to me that the whole process is being facilitated by the Germans. They do not want the EU to implode as it would see their new Deutschmark soar, removing their current competitive advantage, so they are paying the price of short term financial market instability to force the changes elsewhere in Europe, to give impetus to the general understanding that aggressive change is the only way forward.
If Europe was a company, this is exactly what we would see if a number of key subsidiaries got into trouble.
Billy Bloggs & Co, my small client undergoing some painful restructuring is showing us what will happen in Europe.
Nov 18, 2011 | Management, Marketing
This process has many forms, I have probably seen most of them over the years.
Percentage of sales, opposition activity, what the P&L can bear, what was spent last year, what seems like a nice round number, what the new CEO says, the last and “balancing” item in the budget, and there are others, including and significantly the confusion between strategic investments and short term tactical spending which is often just a cost of doing business in a distribution channel.
Notice the absence of customers in the mix?
All of these common budget setting tools are internal, the serve the operational needs of the business, and have nothing to do with customers, and how they are to be reached, engaged, and persuaded to become apostles for your business.
No wonder we get so much random rubbish thrown at us through the multiplicity of media channels we now have, that have nothing to do with the brand building and strategic positioning of the product or service.
Nov 17, 2011 | Collaboration, Strategy
Scientific collaboration is a challenging proposition, most scientists would agree that collaboration is a key component in problem solving, but few practice it beyond their immediate research group, as their careers are dependent on publishing. As a result, they hoard ideas, data, methods, and all the other stuff necessary for progress, and publish it themselves.
The culture of the scientific community is geared to recognize publishing new and original stuff in scientific journals, not sharing ideas on a wiki. Scientists do not get a job or more funding on the basis of wiki-sharing great ideas, but they do for getting marginal stuff published, so guess where the focus is! To build collaborative scientific effort, we need to reverse this relationship.
During the project to map the human genome, huge amounts of data were required, data that was dispersed amongst the various bodies doing the research that generated it. To facilitate sharing, an agreement that became known as the “Bermuda Principles” was forged that created the culture of sharing data immediately it became available, and this simple change turbo-charged the effort to complete the project.
What drove the difference the agreement created to most other scientific collaborative efforts was that the major funders agreed that the price of participation in the project was the sharing of data, if you wanted the funding, the absolute condition was sharing data. Bingo, collaboration was created by putting a price on participation.
Nov 16, 2011 | Marketing, Small business, Strategy
Woolworths and Coles price and promotion strategies are often shaped by what happens in the UK, as there is a history of successful imitation in Australia. The resurgence of Coles has taken the initiative from Woolworths, and the short term outcome has been price reductions to consumers, the flip side of course, and there is always a flip side, is a further hollowing of the production sector in Australia.
I am pretty sure that if you asked consumers which they would prefer, a price reduction today, or production security into the future, they would take the former, without understanding the probable consequences.
The Federal Court found last week in favor of Metcash in their effort to sell Franklins, saying in part that the competitive power of Woolworths and Coles served to keep prices to consumers down, solidifying the power of the status quo.
