Wednesday, August 27, 2014

Marketing Waste

Last month I posted about Food Waste in America.  Today I want to address marketing waste.                                                                                               
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Recently I received in the mail, a 626 page catalogue from a company specializing in shipping supplies addressed to the Manager Shipping Dept. SMARTKETING, Inc.  626 pages! 

I am an advocate of Social Enterprise currently advising numerous companies:

1.)   The benefits of the new collaborative tools of Web 2.0 are to implement digital marketing movements and connect with their existing/potential customers.

2.)   Utilizing marketing automation software to target buyers at select times in their purchasing journey.

3.)   I operate electronically out of my home/office here in Philadelphia.  I cannot even remember the last time I printed out a report and sent it out via an overnight service.

This catalogue further validated to me how much marketing waste continues in the business world today thanks to companies still not adapting to all the new marketing touch points, still settling for the status quo (a.k.a. same old/same old).  Yes, I do understand the benefits of some product catalogues (e.g., Macy’s) as a means to cover all touch points (non-tech savvy customers).  However, if I ever needed to ship anything, I would get online and find a local service provider.  Think about the costs associated/wasted with putting together a 626 page catalogue (photography, copy/editing, printing, distribution, etc.).  Think about how off base this company was targeting my company without even qualifying what my company is all about.  Better yet, think about deforestation?

Marketing folks!  Stop wasting your marketing dollars! 

Tuesday, August 12, 2014

Cocktails on Demand

“Before apps, when there were attention spans, before I’ve got five bars, when bars were for boozing, we got by just the same.”  Roger Cohen (Journalist)                                                                                            
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The above quote is an excerpt from a classic Roger Cohen op-ed titled Change or Perish.  I thought about it this past weekend when I read about the new Onthebar mobile app which connects bartenders with their guests in Boston.  It will soon be expanding into the Big Apple next month.  Onthebar was designed to make peoples’ bar hopping experiences better by allowing them to connect directly with bartenders, as well as learn about drink specials, reviews, etc.  In Boston, the app is being utilized by bar personnel in more than 1,000 locations; 75 of which have taken it a step further by utilizing iBeacon technology.  Eventually Onthebar seeks to generate revenue by connecting wine and spirits companies with their consumers, as well as bartenders to build awareness to advertise their brands.

Today’s query: What is the upper limit to the number of apps people will utilize?  According to a recent Nielson study (Q4 2013), mobile owners used 26.8 apps an average of 30 hours, 15 minutes per month.  That represents a full half day more than the 18 hours, 18 minutes users spent back in Q4 2011.  No surprise, the number of apps and time usage varies by age group led by 18 to 24 year olds who use on average 28 mobile applications a total of 37:06 (HH:MM) compared to 22 mobile applications a total of 21:21 (HH:MM) per month for mobile owners 55 plus.

I think the Onthebar app is clever.  Potentially a great way to connect with a bar tender that shakes the perfect martini.  However, even though I have slowed down in the amount of time I bar hop these days, thanks to experimentation, I have connected with some great martini makers here in Philadelphia.

When Onthebar comes to your area, will you download the mobile app for cocktails on demand or will you get by just the same? 

Thursday, August 7, 2014

Networking Terroir

I often refer to my network (a.k.a. “social capital”) as my vineyard drawing similarities to wine making.  The key to a great vineyard is terroir which describes its unique characteristics – soil, topography and climate.  Do you know the key characteristics of networking terroir?                                                                                                  
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·         Medium (Soil) – Great networkers understand there are multiple touch points when it comes to building their community.  They understand they need to be equally adept at working all the new collaborative tools of Web 2.0, as well as working the room at an event.  Online and offline mediums.

·         Community (Topography) – Understand the audience you are trying to reach, thus map out (set objectives) of how best you are going to make connections that will strengthen your community long-term.  Quality vs. quantity.

·         Business Cycles (Climate) – All industries have business cycles.  Conferences/trade shows always are scheduled annually.  Slow periods are inevitable like the summer or the last few weeks of December.  Plan accordingly.

Do you understand networking terroir?  If so, are you ready to cultivate a vintage network?