Disqus - Latest Comments for jer979

Re: Marketing in a Billion Channel World, Part 4 : Never Stop Marketing

scottgould — Fri, 06 Nov 2009 12:25:44 -0000

Nice take. I'm looking forward to the next part on this

Re: Marketing in a Billion Channel World, Part 4 : Never Stop Marketing

jer979 — Fri, 06 Nov 2009 12:06:54 -0000

Well, maybe we take that and have marketing departments say "marketing isn't for everyone, but it is for anyone."

Re: Homeownership…a pain in the ?

jer979 — Fri, 06 Nov 2009 09:23:34 -0000

Did the same thing

Re: Marketing in a Billion Channel World, Part 4 : Never Stop Marketing

jer979 — Thu, 05 Nov 2009 16:29:15 -0000

Roger, as usual, your insights are deep and right on. I love how you have "flipped" things to help us understand the new dynamic.

Re: Differentiate through experience… : Never Stop Marketing

jer979 — Thu, 05 Nov 2009 08:11:03 -0000

I didn't get the conf note yet

Re: Differentiate through experience… : Never Stop Marketing

scottgould — Thu, 05 Nov 2009 04:14:01 -0000

Interesting thoughts on the excercise. I have my eyes fixed on your blog, waiting for a framework!

As for my conference - I dropped you an email about it already - let's talk it through :-)

Re: Differentiate through experience… : Never Stop Marketing

jer979 — Wed, 04 Nov 2009 22:15:11 -0000

There's probably an exercise in here called an "Common Experience Envisioning Exercise" to get team's aligned around the experience and understand how to drive the "feeling" for the customer so they walk away with it.

It's funny, yesterday, I was working on a Client Touchpoint Assessment with one of my clients and we were talking about this very idea...so, the next step, I suppose is doing that exactly. Should be fun.

ON a different point, I just saw Olivier's video where he praised your conference. Can we talk offline about this? If possible, I'd be honored to attend/speak at the next one....perhaps the "marketing planning in a billion channel universe" idea I'm currently working on?

Anyway, we'll chat if you want to.

Thanks, as usual, for the thought provoking content!

Re: Enjoy the Fall Foliage…

Daniel Szuc — Wed, 04 Nov 2009 21:08:23 -0000

Yup thats the one as we were staying with friends in Virginia and drive past an old University town from memory.

Re: The Double Opt-In Introduction

jer979 — Wed, 04 Nov 2009 20:59:44 -0000

I just did a few non opt-in intros today (and actually make a point to do them a lot...intros that is). Usually, I find that I'll talk to anyone for 10-15 minutes (when it suits me) b/c I like building out the network. Still, you make a great point and it's much more in line with Seth Godin (now mine) around "permission marketing." Effective immediately, I'm modifying the approach. It'll take a bit more time, but I suppose it will demonstrate greater respect to the network. Nice job on being the change agent on this one!

Re: Enjoy the Fall Foliage…

jer979 — Wed, 04 Nov 2009 20:56:07 -0000

It's along the river in northern Virginia, across from DC.

Re: Billion Channel Marketing Planning, Part 3 : Never Stop Marketing

jer979 — Wed, 04 Nov 2009 12:39:36 -0000

I think what you've reinforced, for me, is the importance (which is obvious, but can't be mentioned enough) of co-creating marketing with your Raving Fans.

Thank you for taking the time to help refine the thoughts. You are most definitely an intellectual anvil!

Re: Billion Channel Marketing Planning, Part 3 : Never Stop Marketing

davidagreen — Tue, 03 Nov 2009 23:11:01 -0000

There always needs to be some latitude Jeremy. A new executive chef comes in and wants to leave his own mark on the menu. A new partner/investor wants to update the look, still paying homage to its heritage but updating it somewhat. But if favorite dishes disappeared, so would customers, at least among the "installed base," so they'd better be sure the changes were going to acquire more new customers than they were going to lose among the old customers.

You see this all the time with companies who have earned great loyalty, but want to grow their markets. Magazines do re-designs, which are almost always resented, at least initially, by the bulk of the long-time readers -- and that's a change in look in the same channel as the old one, unlike your example of revising the logo to work in new media applications.

Or Cadillac and Mercedes-Benz recognizing that if they didn't change their appeal, their entire customer base would die off. So they introduced lower-priced models and skewed their advertising younger -- but many of the dealerships didn't change the sales staff sufficiently to close the deal with a younger, non-white-shoes, prospective clientele.

Emerson probably has your back on this one: "A foolish consistency is the hobgoblin of little minds" -- but note, he's not slamming consistency, just FOOLISH consistency. Take care, JE -- david

Re: Billion Channel Marketing Planning, Part 3 : Never Stop Marketing

jer979 — Tue, 03 Nov 2009 19:13:41 -0000

This is definitely a good point that you are making, David. I suppose I was focused mostly on the "we must maintain uniformity at all costs" side of the debate.

I'm not saying that consistency isn't important, just agreeing with Spade that it may be overrated.

So, in your example, the feel of the French restaurant is that it must always be true to its authentic French roots. In that I agree with you. Let's say, however, that the logo of the restaurant is one such that it isn't a good fit for a social media avatar or a Facebook fan page. Can you change the "look" so that you can engage with your customers there, if they want?

Or, let's say that an enterprising employee sees an opportunity to engage with fans on Twitter and, after setting up an account and building a following of passionate fans, prints up some business cards that call attention to the URL. Perhaps he does it in a way that looks different, but feels authentically French?

Still, I think your assessment is accurate and we shouldn't throw it out the window, however, if we are talking about rapidly exploiting opportunities, it may be better to seize the moment with a consistent feel and then bring the look in line later once you know which of the "dandelion" seeds has sprouted...

Re: Respond! It’s your brand…. : Never Stop Marketing

jer979 — Mon, 02 Nov 2009 23:15:11 -0000

It's a smart strategy that will pay off for you in the long run.

Re: The Appeal of Facebook…Sharing Moments

jer979 — Mon, 02 Nov 2009 11:51:29 -0000

There are plenty of things we don't, won't, or can't share with the world. And for those that we can, we enrich, rather detract our experiences as humans by realizing that there are others out there who can appreciate our perspectives and expand them beyond what we had originally envisioned.

Re: The Appeal of Facebook…Sharing Moments

jer979 — Mon, 02 Nov 2009 10:52:20 -0000

Why does it have to be binary? Perhaps I saw the cloud formation and was "in the moment." Then, I said, "wow, this is special and I'd love to share it with my friends?"

I was there. I appreciated the moment and was SO appreciative of it that I was inspired to get others to be involved...and perhaps, help them appreciate more of these moments themselves...and vice versa?

Re: Respond! It’s your brand…. : Never Stop Marketing

jer979 — Sun, 01 Nov 2009 19:20:32 -0000

Well said on both counts...

Re: Marketing in a Billion Channel World, Part 2 : Never Stop Marketing

joshuaduncan — Fri, 30 Oct 2009 17:18:42 -0000

exactly. big fan of designing it in vs. trying to paint it on!

Re: Video: The Never Stop Marketing Story… : Never Stop Marketing

jer979 — Fri, 30 Oct 2009 15:55:11 -0000

Let me know how you like it

Re: Marketing in a Billion Channel World, Part 2 : Never Stop Marketing

jer979 — Fri, 30 Oct 2009 15:39:13 -0000

I see you are a John Moore disciple :-) Bake It, Make It, but Don't Fake It, right? ;-)

Re: Beta Testers, Arise! : Never Stop Marketing

UnsatisfiedMind — Fri, 30 Oct 2009 15:34:08 -0000

Jeremy,

Thanks for passing on the additional info from Allan. His perspective along with the details really help pull the story together.

Perhaps the most shocking thing to me is that the letter came from an unknown sales professional.

-UM

Re: The Win-Win of Mentoring… : Never Stop Marketing

Wendy — Fri, 30 Oct 2009 15:26:40 -0000

Giving a mentee/fan 'free work' and training -win/win!

Re: The Win-Win of Mentoring… : Never Stop Marketing

jer979 — Fri, 30 Oct 2009 15:22:25 -0000

Why am I not surprised to hear this from you? ;-)

Which idea did you like?

Re: Video: The Never Stop Marketing Story… : Never Stop Marketing

jer979 — Fri, 30 Oct 2009 14:58:37 -0000

Great feedback. The length was something we debated. Perpetual beta, right?

Thanks for taking the time.

Re: Quilts…not just for your bed

jer979 — Fri, 30 Oct 2009 14:58:17 -0000

She is indeed a great asset to SAQA!