Samstag, 23. Februar 2008
Mittwoch, 20. Februar 2008
not the 30 second "super bowl" ad makes the difference any more. nor the top down political marketing campaign. bottom up is the "new" blue! but did not start.ups alway to do that - somehow?
back to the start. in seth godin´s book "permission marketing" he describes how he had the opportunity to spend $6 million in old style marketing ways. putting up big adds, tv commercials, big sponsorships. only to realize that the return on business was negligible. his conclusion he wrote down in his book in typical american business book style.
he finds out, that it is necessary for marketers to shift from attention to permission marketing. establish a customer relation in steps from light involvement to heavy. and always give back to the customer one every deepening of relationship.
this is nothing new for start.ups. let aside the internet bubble this is how start.ups are forced, limited by financial constraints, to approach their customers. it is called "bootstrapping". keep costs low, focus on your most likely target. approach it in the most cost effective way, such that a long term relationship can be established.
this might not please the egos of the big marketing spenders in the big corporations. their pr/marketing agencies will promise them to establish also permission marketing campaigns for them. "big" surely in money terms.
what start.ups can take from the ideas of godin is, how they can structure and monitor their way to approach their customers. to find out what is behind godin´s five steps is worth reading therefore for start.ups.
Dienstag, 19. Februar 2008
Samstag, 16. Februar 2008
the idea to describe what makes a company unique and differentiates it from their competitors in five words gets quite some focus by jay conrad levinson in his book "guerrilla marketing". although being a 1985 first published classic marketing book, nothing of its relevance is lost.
how this simple idea often is ignored showed a recent information and telecommunications trade fair, the "itnt" in vienna.
what information does a potential customer get at an it-fair about companies describing themselves as "software solutions", "it solutions" or "the it company"? other then that they do what all the others do and that they are not anything special at all. one could even think, those companies do not know by themselves what they stand for. the rather do whatever you dare to give them money for.
there are exceptions though. a company called "comnet" for example. while already their name gives an indication, that communication and networking is their business, they describe their business as follows "connect-protect-controll". seeing that, one gets what they focus on. the bit extended slogan goes "we create value through networks". while their business is not of much interest here, it has to be acknowledged, that they are clear about their message. and if one counts, there are not more then five words to do that. there is room for improvement though. for example, what are they doing better then the others can not be seen.
five words to describe what a company does, how it differentiates itself from all the others remains a tough job. one worth to tackle though.
Donnerstag, 7. Februar 2008
there is nothing to add to that.