Marketing

#9story9

04 Jun: What is #9story9?

We all tell stories. When we were young we told stories to our parents so they would let us stay up late. When we were older, we would tell stories to our teachers so we wouldn’t get punished. In the work place, we tell stories to win business, get a promotion, or simply recount our events. It goes on and on. The topic of story telling has risen through the ranks and has become quite the center of attention in today’s world of content marketing. I have read a few books on story telling and am pretty convinced that we all need to be better story tellers, but I have some questions: How can we be better story tellers as writers, presenters, designers, artists etc.? What are the similarities to leverage across the different context of story telling and what are the crucial differences? What are the 3 simple things…

21 May: Building real relationships with Influencers

When influencers speak, people will quote, share and listen. These are people that are thought leaders in their field. When Richard Branson talks about Entrepreneurship, people’s ears perk up, when James Cameron talks about underwater filming technology, techies stop what their doing and pay attention. These are the influencers that companies want to become friends with, why? Because no one is as credible as an impartial influencer and if your product and service is spectacular, you can be sure they will rave about it. So How does one build relationships with influencers? Stick to the basics of being a true friend. Treat them well and expect nothing back. Be transparent and honest Look out for their interests Share relevant and privileged information Involve them in decisions Invite them to special events If you treat them like how you treat your best friends, you are on the way to building a…

18 May: Don’t develop a product for everyone

One of the trickiest things about developing a product is resisting the urge to throw in all the best ideas into one. Wouldn’t 1+1+1=3? Unfortunately not. Summing up different features usually ends up terribly. 1+1+1 becomes a big fat ZERO. Instead of focusing on the features, focus on the users. Here, the challenge becomes identifying the right target users. If your alpha users hate the product, do you go searching for new users? Or do you stick it out and keep changing your product? The danger in searching for new users is that you will spend energy on searching for users instead of the one thing that matters: IMPROVING YOUR PRODUCT. I say better develop a product that your “wrong” users love, than searching the for the right users to fit your continuously horrible product. As the legend states, Gmail remained a skunk project until 100 people loved it. So…

30 Apr: What does online analytics mean for healthcare companies?

As a marketer, it means giving me another set of data to segment and target my customers. New set of tools to tackle very traditional marketing challenges: Who do I engage with for the most ROI? How should I engage to move them down the funnel? With databases centered around physicians and other professions in healthcare, it has become increasingly efficient to find out who drives conversation, what are they saying and what is their network online. Wouldn’t you want this type of information to inform your marketing strategies? I know I would. Check out: MDigital Life

05 Nov: The big deal about Johnnycupcakes

Being safe in your business is a sure way to mediocrity and perhaps even bankruptcy. The big deal about Johnny cupcakes is not because they are making millions selling t-shirts, it’s because they turned reason upside down to create a following. And that means doing things that are unexpected and beyond logic (selling t-shirts in stores that look and smells like a bakery?) because they can. They probably did not require a business case to put a Ninja turtle trading card along with the t-shirt. Be different, be bold and make a big deal.

08 Oct: Single minded benefit

I have been consulting with a fellow student with a startup on the topic of marketing and branding, and it reminded me of the realities of making the decision to target a specific segment and delivering a single minded benefit. Why is it so difficult? 1. Companies feel that if you target one segment, you are leaving money on the table2. Business cases do not take into consideration the positive effect on other segments if you are single minded in your message3. Companies feel that it is less risky to broadly target a $1 bn market than to specifically target a $100 million market But what is the reality? 1. If you target more than 1 segment, you are confusing the customer2. Business cases should not be the end all be all3. It is more risky if you are ambiguous. If you are broad and general, you don’t stand for…

22 May: Concreteness

One of the principles of a sticky story is being “Concrete” and I think it is an understated principle. From the book “Made to Stick”, there are six basic principles that are discussed and I think they can add a tremendous lot to the presentations we give, the ideas we try to impart and the messages we try to convey to motivate, excite and mobilize. Concrete to me means just that. Tangible, physical and very clear. This can apply to anything and everything. When a goal is put in front of you to, let’s say “add value to people” or “improve lives”, how does that change the way we do things? It doesn’t! It doesn’t help anyone to do anything different, in fact it confuses and cause people to avoid what needs to be done. What is Concrete? I will attempt to put some audacious concrete visions out there… What…

09 Jan: GEM #6

Anyone who knows Seth Godin should already have read Linchpin. I am somehow late to the party! Seth gives amazing insights about your career and how to be indispensable in this age where workers are minimal-ized by processes and systems. Seth uses the term “emotional labor”, which is the key to being indispensable. His advice also leads us to be the artist and creative beings that we all are! GEM #6 – LinchpinMy top 3 book quotes:1. “Work is nothing but a platform for art and the emotional labor that goes with it”2. “Passion isn’t project specific, it’s people specific”3. “Transferring your passion to your job is far easier than finding a job that happens to match your passion” Linchpin is a must read for anyone who wants to be free of the “work” and perform art on a daily basis in any career. It will motivate you to face…