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May 16, 2007
B-to-B Advertising Venues Update
The BtoB Magazine ranking of the Top 50 b-to-b advertising venues is out. Number 2 on the list...Google, which as the article points out, accounts for nearly 50% of all searches conducted in the U.S.
Whether you are major manufacturer or a local dealer, Search Engine Optimization and a basic paid ad plan on Google should be top-of-mind.
BTW...three relative newcomers in the Web world are on the list: AllBusiness.com, Business.com, and Global Spec. If you are not aware of these fast-growing sites, visit now!
Posted by jcioban at 6:57 AM | Comments (0) | TrackBack
An Ad With Honesty (?) And What We Can Learn
I don't know if anyone has seen the new post-bankruptcy ad campaign for Delta. Brandweek provided some coverage, and here is a link to a sample.
As consumers, we are pretty cynical...once burned, we have less faith. And Lord knows, we have lost faith in major airlines. Jay Leno had a great joke about airlines not raising prices to compensate for rising fuel costs...instead cutting services. He quipped, "Cutting services?? What is Southwest going to take out the seats and make flights standing-room only??"
So the new Delta ads, with their mea culpa is likely to meet with skepticism in the marketplace. But, I found something very interesting in them. It is in our normal marketing culture to never "admit" to failure or "acknowledge" problems in public. We do that in our personal lives as well -- it seems almost ingrained in our genetic makeup. That is why the ads are so fascinating. In one TV ad segment, the camera pans an empty airline lobby with dirty walls and part of a faded Delta logo while the voice-over ponders about past failures. That image really connected with me, since it so vividly reminded the viewer about Delta's bankruptcy. In normal marketing, companies just don't make that type of admission. Yeah, it's just marketing and I am not here to shill for Delta. But it is also in our genetics to forgive. And at least for me, I'd rather have a company admit they screwed up than treat me like nothing happened.
I think there is something here for all marketers. I have often been in creative meetings where clients trying to overcome a "challenge" vehemently reject the "truth" in favor of warmed-over pablum. I think Delta's head-on approach works. It may not help save the airline, and lots of people will hate these ads, but in my view...it worked.
Somthing to think about in your business as well. Especially in customer service in a small dealership or VAR location. When you are growing, sometimes you make mistakes. When you do, telling the customer openly that you made a mistake and what you are doing to avoid the problem in the future is usually the right call.
Now, if Delta could only figure out the on-time arrival thing and also figure out how a vacuum works...
Posted by jcioban at 6:27 AM | Comments (0) | TrackBack
May 8, 2007
Personalized Contact Redux
I read a funny sidebar in CRN (formerly Computer Reseller News) about recruiting developers in the Web 2.0 bubble. Why funny? A creative recruiting e-mail went to David Heinemeier Hansson, a partner in the software company 37 Signals and the creator of the Ruby on Rails Web development framework. The e-mail offered a development opportunity with the note "It looks like you have an interest in this news and exciting framework." Duh.
Of course, it is also a sad commentary on how badly and frequently misused e-mail marketing is. Given the continuing growth in the e-mail marketing backlash, sending these type of messages feeds into the hands of the growing legions of people screaming for a "Do Not E-Mail" registry.
E-Mail can be a powerful communications medium, but only if we as marketers do not kill it before its value can be matured.
Posted by jcioban at 1:17 PM | Comments (0) | TrackBack
May 1, 2007
Rethinking Value
I was in a long conversation this morning talking about the evolution of some distribution channels (high end printing and copiers/office automation). We got on to the Dealer 2.0 conversation again, and the whole concept of delivering value.
Here is a really interesting example of "rethinking value" and adjusting your positioing and messaging to adapt to an evolving customer base.
What is your impression of a gas station? Every really "want" to stop to use the restroom...or did you just "need" to stop?? Along with the campiagn microsite, this is a great example of rethinking value.
How could you apply that in your business? Dealers...how can you pick up the ball and apply it as well?
Thanks for pointing this out to BrandFlakesforBreakfast.
Posted by jcioban at 1:35 PM | Comments (0) | TrackBack
Top Ten Issues Facing Senior Marketers in 2007
There was a sidebar in lst week's AdAge that I found interesting. It was titled "Top 10: Issues Facing Senior Marketers in 2007." Here is the list:
1: Integrated Marketing Communications
2: Accountability
3: Aligning Marketing Organization with Innovation
4: Building Strong Brands
5: Media Proliferation
6: Consumer Control Over What and How They View Advertising
7: Globalization of Marketing Efforts
8: Growth of Multicultural Consumer Segments
9: Advertising Creative That Achieves Business Results
10: Attracting and Retaining Top Talent
Two items caught my attention...#2 (Accountability) and #9 (Creative That Achieves Business Results). I find it fascinating that marketers believe "accountability" is an issue. Could it be that "they've been left alone too long to develop creative that has nothing to do with business results?"
Brand still matters...in fact, perhaps more than ever, but branding alone does not guarantee a positive customer experience through the full customer lifecycle, and companies need to invest across the spectrum of touchpoints to ensure that positive experience. For each step, that means every dollar is precious...so get used to being accountable...it is the new way of life.
Posted by jcioban at 1:11 PM | Comments (0) | TrackBack
