Ian Roger
]]>Thanks for sharing.
]]>I like the idea of steering the opposite direction of ‘average’!
]]>Excerpted from: An article in a recent Ad Age
http://adage.com/article?article_id=136266
Thanks for the great blog.
It’s good to see that you’re reading up on Search Engine Optimization. One of the ‘truths’ in Rebecca Lieb’s book (which I’ll put on my reading list) is “Ads are links too”. Very true, although the term ad can cover a wide range of promotional activities that involve links. Only 3 of the 80 companies who advertise to engineers on MatWeb have ever seemed intrigued by the SEO benefits.
I’ll talk with you soon.
]]>Thanks for sharing
]]>My original post was about the PLAN part – we do that intensely.
At our shows we carefully QUALIFY each person we meet (and include the qualification info on each lead sheet we create).
Then, we also log-in each lead sheet (to record important information) then release it to sales for FOLLOW UP.
Yes, I will post on the results of the show. Thanks for your interest!
]]>Okay, I didn’t realize how much really went into presenting at a trade show. I’m normally just a guy perusing the booths looking for things to bring home to my kids. I found this link that may be of service: http://www.tradeshowmarketingadvice.org/.
Are you going to post an article about the outcome from the show?
Levi
]]>During the show, I keep a running list of any extra last minute things that cropped up during set-up or during the show, so that unforeseen problems can be avoided next time, and similarly listing the things that we took that weren’t actually needed.
Hope your show goes well.
]]>And, as word of your work spreads, as your rankings ascend, “moderate” will improve, no doubt.
So, congratulations on being on a great path forward. Thanks for sharing.
]]>I wrote this song to pay tribute to All Veterans and
would be honored if you choose to post it on your Patriotic
Web Site. I thank you and God Bless!
A Tribute To VeteransIn Vietnam, Korea and World Wars Past
Our Men Fought Bravely so Freedom Would Last
Conditions Where Not Always Best They Could Be
Fighting a Foe You Could Not Always See:
Our Sinewy Sons Were Sent Over Seas
Far From Their Families And Far From Their Dreams
They Never Wrote Letters Of Hardships Despair
Only Of Love, Yearning That One Day Soon:
The P.O.W.’S Stood Steadfast
Against the Indignities And Cruelties Of War
They Could Not Have Lasted as Long as They Did
If They Had Relinquished Their Hope That Some Day:
Medics, Nurses, and Chaplains Alike
Did What They Needed To Bring Back Life
They Served Our Forces From Day Into Night
Not Questioning If They Would Survive:
And for Those M.I.A’S, Who Were Left Behind
We Echo This Message Across the Seas
We Will search For as Long As It Takes
You’re Not Forgotten And Will Always Be:
A Moment of Silence, a Moment of Summons
Is Their Deliverance of Body And Soul
To a Sacred Place That We All Know
Deep In the Shrines of Our Soul:
INTERLUDE: GOLD STAR MOTHERS GRIEVE: ENDLESSLY, ENDLESSLY, ENDLESSLY.......
These Immortalized Soldiers Whose Bravery Abounds
They’re Our Husbands, Fathers, and Sons
They Enlisted For the Duty at Hand
To Serve the Cause of Country and Land:
Men Standing Tall and Proud They be
A Country Behind Them in a Solemn Sea
So Let the Flags of Freedom Fly
Unfurled in Their Majesty High:
Years of Tears Has Brought Us Here
Gathering Around to Hear This Sound
So Let the Flags of Freedom Fly
Unfurled in Their Majesty High:
REPEAT:
In the Sun, In the Rain, In the Winds For All TimeJerry Calow (copyright 2003 )
]]>I think Hyundai did a great job of branding, a chance to step up a level.
]]>Thanks for the shout. I think we’re pretty close on the POV thing. You’re right on, as long as you’re the organization ‘making the point’ and unearthing issues from the industry that your clients are facing, and addressing those though meaningful contributions (content) to the industry dialogue on said issues.
]]>THANK YOU! I love this discussion.
Things are really changing fast (the use and acceptance of digital media, demand for stronger & clearer ROI, us). Our shared thoughts, facts, and ideas are going to help us invent the new best practices. Your input is so valuable and appreciated.
I can’t wait to hear from more plugged-in people.
]]>Social Media and word of mouth will play a larger role in increasing B2B sales with less of a dollar investment but requiring more of a time and genuine effort by the companies to be successful. In a study done last December, Rubicon Consulting found that online comments and reviews by users were second in influence only to personal advice from those people know. The practices people are used to in our consumer lives are absolutely going to influence our behavior in our business lives, especially in the current economy where there is no fluff in marketing budgets and every group has to deliver.
]]>This is an interesting exchange between your perspective and Richard’s. On one hand, from a B2B point of view, advertising is, as you say, not the most trusted media. Sure, it can get you awareness, but as you point out, it may not sell. I think Richard has a point – by advertising is his pub, you reach very targeted buyers at the level of awareness but that’s where I see the value ending.
What I see missing here is an ‘apples to oranges’ ROI discussion. If I have $50,000 for a year and my goal is X sales – by spending that on ads or by spending that on other elements in my mix (I’m partial to thought leadership channels, but that’s just me), what do I get.
If I go with Richard’s magazine, I can get about 10 full page ads to reach 3300 readers/month, according to their numbers. We all know that Reach/Frequency curves & calculations are subject to interpretation and can be error prone. When we look at response rates on print ads (and that has it’s own issues), the DMA data typically shows response rates on average of 0.15%, with a “best case” that can be as high as 0.5%. But you can see these are very low and highly subjective to industry, publication, offer, etc. Even if we take the high end – .5%, that really only nets us “a few leads”.
Now, if we take that same money and put it into creating thought leadership materials, building our email marketing list, creating a forum or network of like minded professionals from our industry and getting out on the speaking circuit, you’ve still got $25,000 left to do what you want, and the conversion rate is typically much higher on those vehicles (with a lower cost per lead), that we can then afford to put a ‘modest’ budget into awareness-generating ads, with a tested reach and frequency model that makes sense for our company.
Like you, I don’t see advertising going away, but frankly, I think it’s the lazy person’s approach to growing their business that’s supported with budgets and not brains (don’t get me wrong, ads are clever and agencies are smart) but we’re essentially paying a premium for attention…
]]>The purpose of print advertising is to build an identification between a company’s name and its products and/or services — for future, not immediate sales. When it’s time for a potential buyer to select one of Indium’s products, be it
solder paste, sputtering targets, or raw materials, unless you’re on the short list for
an RFQ, you’ll not likely to get the sale.
Print and digital magazines bring clicks from your ads to your website, and they remove the old-fashioned “inquiries and leads” that advertisers used to seek. When your sales people can’t be contacting thousands of potentials buyers at any giver time, the magazines are out there doing the job for you.
As an example, my publication Vacuum, Technology & Coating reaches more than 3,300
separate companies in the U.S. alone that are actively making and using thin films. I doubt that
more than a tiny handful of the target buyers even know that Indium makes targets.
Insofar as solder pastes are concerned, I believe that the great majority of back end semiconductor packagers are far more familiar with Alpha Metals, Henkel, Kester, Aim, Amtech
and several other brands than they are with Indium.
And finally, have you given thought to the fact that between 35 and 40 percent of the money you spend on advertising is paid for by writing off the costs as business deductions. You and I should be discussing this one-one-one before
you phase out print advertising in favor of
non-productive popups or other methods to reach the massive volume of Blackberry users
that aren’t at all interested in specifying or buying
you great line of materials.
says:
Jason Oxman, senior vice president at the Consumer Electronics Association, which stages CES, says that even in the downturn, companies that are cutting back aren’t eliminating CES altogether. Like Cisco, they’re just eliminating the convention floor booths and opting for meeting room suites instead.
“Trade shows take on renewed importance in a down economy,” he says. “Every major consumer electronics manufacturer, buyer, installer and retailer is there. It’s the most efficient travel saver imaginable.”
]]>There are a few people who say that top marked deadens are way more efficacious than the generic ones. Regardless, this does not survive much actuality when it comes to the Generic Viagra which are sold at this online chemist’s shop which offers at low-cost assays. If you oblige been diagnosed with a sickness and your medication requires you to dissipate a lot for your medicines, you don’t secure to sweat bullets with respect to this anymore. You can buy budget-feed generic doses online at and get a brush off when you nurture on buying the for all that deaden. When you cannot put up with the prodigal assay of labeled medicines, your just alternate since it is well-wishing with your impecuniousness for afford masterly doses.
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Author: John Milton http://www.onlinepharmacy.vg/catalog/-c-32_117.html
]]>We have been asked recently to shoot video at a few trade shows outside the electronics manufacturing sector and have, as a result attending and been involved in the organization of these events.
The shows in question were what one might call congresses – that is to say they were more about the conference and the information exchange than about the exhibition. Both had plenty of delegates, plenty of interesting papers, round tables, educational activity and plenty of opportunity to network and debate – all the area everyone seems to value highest in an event. Neither had a huge trade show floor, neither had big budget booths, and neither had exhibitors wondering what they had spent all that money on. They were both very focused on the baby and not on the bath water. They did both have a modest trade show floor, providing meeting space, information booths (mostly shell scheme)
Both organizers had done a great job in adding value wherever they could – this included awards, where appropriate, some really creative programming and the use of video and other allied online activity to further extend the reach of the event, in both time and geography. In fact at one event more than 140 papers were recorded and made available online, on demand. At the core was a compelling conference program targeted at a specific audience!
Perhaps equally importantly, both events are financially viable, making solid revenue for the commercial organizers. Ok, they did not make the revenue for the venue or all those contractors that will charge you $500 to rent at $600 TV for a week, but they did make money and seemed to add value for the exhibitors.
It seemed exhibitors and delegates got to spend the money only where they found it important – sending presenters, sending delegates, modest info-booth space, program sponsorship, etc…
I like this kind of show concept, and I like the way it was delivered in these two instances. I wonder if this may be the way forward, with less emphasis on the big budget booth, where much of the money is spent outside the industry and on items that cannot be proven to add value for customer or supplier.
]]>And on the web, everyone just figures things should be free. That’s a whole nother problem.
As with your ‘voting’ solution, what would the rules for ‘fair’ be? Those who bring the most compelling content pay the least, I assume.
Its a huge, huge problem. I wish your idea would work. I wish something would work. (Meantime, I’m doing pretty good just getting leads from websearchers.)
]]>Thank you for your comment (and I like your site).
]]>The infrastructure and design of these trade shows—sizes, formats, acceptable file types— limits the potential to deliver dynamic content on the web.
When weighing the potential of these online events the consideration should be what trade show goals can the web fulfill when compared with an actual trade show. Once this is established, create a more flexible vehicle that fully supports the delivery of this content.
Another observation is that current virtual trade show limitations tend to make the viewer experience generic, not unique to the exhibitor’s personality and brand. I think this contributes to the lack of emotional buy in from viewers and the potential to interact on a more meaningful basis.
]]>If your medication calls for high-priced branded medicines, why not generic cialis? This is an alternative which is provided at your affordable online drug store. One of the advantages that you can get from this store is the fact that its medicines can be bought for very low prices. You can order generic drugs at the website. These medicines are formulated with ingredients which are equal to the ones which make up branded drugs. However, the prices of the two are entirely different. Even though the prices of generic drugs and branded drugs vary widely, the effects are still the same. This is due to the fact that the medicines which are sold at this online pharmacy have been approved by worldwide organizations. The effectiveness and the quality of the generic drugs are regarded as excellent. The legality of these drugs has been supported by international regulatory boards. Some of these authorities are South Africa MCC, USA FDA, and WHO.
When you buy cialis, the shipping service is offered for free. If you are residing within the European continent or at the other pole of the globe, the medicines that you have ordered will still be delivered to you. If you are a resident from the USA or from Europe, the duration of the shipping service can take fourteen days. One of the services that this online drug store provides its customers with is the chance to get a discount. Each time you order the same drug, you will be offered with a five-percent discount. Since the online pharmacy is compassionate with the plight of its sick patients, it does not charge you with hidden fees. Nor does it charge you when you consult with its physicians.
You can buy cialis when you are diagnosed with a sickness. Serious ailments such as cancer or manic depression can be treated with some of the medicines sold at this online pharmacy.
Author
Ambros Jacks: http://www.onlinepharmacy.vg/catalog/-c-32_469.html
]]>So, I experimented and determined that word cloud word size is based solely on word frequency.
This could be incorrect, as I am just fishing around, but it seems like this is the case.
If you know better, do comment and let me know. Thanks!
]]>I can say that, as a participant in Virtual PCB, we achieved all the benefits that Mike has mentioned.
Virtual trade shows are new and evolving. One thing is for sure – they will get tremendously more valuable as we all learn to make the most of them.
]]>I can’t thank you enough for bringing virtual trade shows — and Virtual PCB in particular — to the attention of your readers.
What I would add to your blog post and the subsequent comments is that comparing a virtual trade show to a physical event is a mistake. They are not the same, and never will be. A virtual show is truly a new and better online marketing tool. It updates the tired, static web marketing, transforming it to true interactive, “talk with the customer” contact.
Further, as a marketer, consider what you get from advertising on web sites: A dubious list of “hits.” No demographic information. No ability to follow up.
What Virtual PCB offers — and no other show, “online” or otherwise (e.g., IPC) in our industry can say this — is complete and comprehensive demographics of everyone who steps in your booth, how long they stayed, what they looked at, and so on.
In addition to the best reporting tools around, many of the observations you made hold true: Virtual shows permits exhibitors to “show off” their products via live or video tutorials, with no drayage or travel costs.
One equipment company told me they were stuck with a $25,000 tab to move a single machine from the loading dock to their booth. To charge those prices is just greed, pure and simple, and in any case not sustainable. As I’m sure you noted at Apex and SEMICon West this year, exhibitors just aren’t bringing machines to shows like they used to.
Attendees like them, too. While your post mentions the rather lukewarm sentiment from one attendee, nearly 92% of the 1,600 attendees to our first Virtual PCB said they would attend again. Then there’s the reach. In our case, 48% of attendees came from outside the US. That would be unheard of at a physical event.
A booth at our show starts at $5000; that’s priced about the same as a three-month Web marketing campaign. That cost-effectiveness, plus the overwhelming data you receive, makes the shows like Virtual PCB one of the best marketing investments around.
]]>Revenue streams are revenues generated from sales. They are not guaranteed, and must be actively pursued and grown.
Mr. Riley’s usage of annuity implies, to me, that lead-free solder is a gift for companies like Indium, A small differentiation, but as writers we know that words carry implied as well as actual meanings.
Personally, I’m not a big fan of how RoHS turned the industry upside down due to a political rather than scientific decision-making process. That said, I think solder makers would rather have grown their tin-lead revenue stream rather than being forced down the lead-free solder path. But now that they are on that path, can we really get angry that they make money doing it? They were making money before lead-free, and I’m sure they will continue to be profitable in the brave new world of RoHS legislation. What’s more, should solderless assembly become a reality, I’d bet that solder makers will adapt to that reality as well.
Let’s stop blaming people for turning legislation beyond their control into revenue streams they can control…
]]>The “almost” can be done with online videos, webinars, chats, PDFs, static web pages, and virtual trade shows (a combination of the above).
While trade shows are almost irreplaceable, there are ways to reduce the costs of gaining info and familiarity.
Perhaps trade shows will transform into hyper-effective high-intensity events (where all the small stuff has been dealt with online, previously). We’ll see.
Thanks, Jack!
]]>Virtual trade shows certainly have their place in the overall marketing mix. Yet it takes a real trade show to give visitors a chance to touch and feel the ‘big iron’ of process machines.
One possible solution to the problem may be alternating between virtual and face-to-face trade shows on a two year cycle.
]]>1. Consumables suppliers will have a continuing income stream from lead-free solder, as contrasted, for example, to equipment suppliers who made one-time replacement or upgrade sales.
Since SAC sales presumably have increased at your company over the last few years, you have the data. Why don’t you disprove me by showing the data you have to us?
2. An annuity is a continuing stream of money. Calling a revenue stream an annuity is a reasonable analogy.
3. Preach lead-free benefits? You gave us a good example in converting poor wetting, generally considered a disadvantage, to an advantage.
4. Minimizing lead-free hazards? The EPA report established that SAC has more lifetime environmental and health hazards than SnPb eutectic.
As I recall, one solder spokesman literally minimized the hazard by responding with an analysis that showed the negative environmental contribution of lead-free solder is a very small fraction of total pollution. So what?
General:
As a professional writer, I don’t mind fact-based criticism. I do mind critical distortions and factual mis-statements, e.g. I never claimed that the solder industry was responsible for the passage of RoHS nor do I suspect that. Guilty conscience?
Your comments on costs and complexities address profits, not revenue. I did not say that solder suppliers are the major profiteers, since I don’t see their P&L by product line.
I didn’t even say they are the major beneficiaries; perhaps the silver suppliers woud be candidates, but I don’t have that data.
Of course, you have P & L data by line; why don’t you show us data instead of self-pitying smoke?
regards—george
]]>I would still like to see the source(s) of data and information that enabled the columnist to state:
“But these one-shot beneficiaries (of the $38 Billion blunder) are paupers compared to those who now have a lead-free annuity in an on-going stream of increased revenue. Perhaps this explains how materials suppliers, such as solder manufacturers, continue to preach lead-free benefits and minimize the faults, including the increased environmental hazards, of lead-free solders.”
]]>In writing the Riley Report for our AP Semi-monthly electronic newsletter, George Riley’s column provides exactly what readers expect from a column: facts plus some comment on them or opinion. His column “The $38 Billion Blunder” fit that format with step-by-step reporting on the survey that TFI conducted on the cost to the electronics industry to date from lead-free compliance. It ended with his comments on who profited from the RoHS response. And, in journalism, everyone is allowed an opinion, and columnists are expected to have an opinion. The Riley Report is a column, not an essay.
When there are discontinuities in our industry — or significant changes in materials and/or manufacturing processes — the retraining, research and development, and of course the materials themselves create new competitive differentiation. Those who can deliver the required unique features more quickly benefit. Without a doubt, the response to fine pitch required fine solder paste. Similarly, the response to RoHS created many new alloy opportunities. A company that is skilled in responding quickly with what consumers want probably will achieve a competitive differentiation and increased revenue. Wouldn’t you agree? Certainly, many of the new materials (silver and others) are more costly and those costs must be covered by the user. No doubt, even soldering equipment manufacturers who could respond to the need for specialized heat control, solder pots, and information on how to deal with lead-free soldering sold more equipment of a specialized nature.
George also said, “even the trade press who saw a lead-free spike in advertising revenue.” Lead-free initiatives did bring more articles and advertising to most trade journals. Getting the news out has to be covered as well.
Discontinuities, such as significant changes in design, manufacturing, research, or process information, create opportunities and competitive advantages for those able to supply the requested material, equipment, or information. Of course, those who supply what the markets seek are those that profit. This just seems to follow the course of capitalism.
If George Riley’s column made you angry enough to defend your company’s position, then he is doing his job. If you defended your response to making a profit by a quick or exacting response to an industry discontinuity, then you are doing your job. If you are both expressing points of view that the reader or user should think about and write about (especially in trade journals and blogs) then the press is doing its job. Good journalism is fact and interpretation or opinion. My job is to present it evenly.
Gail Flower
]]>Further, much of this “$38B” is simply accounting – internal pre-existing human resources account for much of the cost. Effectively people added responsibilities and some were indeed hired. In fact, I credit RoHS (Both you, Rick, and Riley have got to stop calling it “lead-free compliance”! That is so misguided and minimizing of what this really is it’s shocking to see it still referred to that way; this is about FAR MORE than solder – yes solder was and remains a big issue but it’s not the only issue; the rest of the industry finally, in 2005 or so, started calling it RoHS so get with it! ;o} ) with breathing life back in to the function known as “Component Engineering” at OEMs…it had nearly died before RoHS.
And so where the real tangible cost was occurred in incremental hiring (which was not as high as one might expect) and equipment. The tangible cost of the intangibles is delayed new product introduction.
I disagree with Riley that solder manufacturers are the primary beneficiary. The fact is that one revenue stream is simply replaced with another – and as you point out it’s bifurcated from a single product – 63/37 SnPb – to a seemingly unending array of different solder amalgamations, few of which are adequately characterized and none of which are as well-understood as SnPb.
Bottom line: you were right to respond as you did; in fact, I am surprised its taken so long for the industry punditry to take note of this survey and start interpreting and drawing conclusions from it. There are plenty of interesting and even important ones to dig out of it, folks!
Michael Kirschner
President
Design Chain Associates, LLC
I simply blew it (and have corrected it – see above).
Thanks for your interest and comment.
Signed,
A red-faced Rick Short
I said they “...continue to preach lead-free benefits and minimize the faults…”
]]>http://download.microsoft.com/download/e/d/8/ed8291de-c5ec-4fa1-ab6a-a7e4aba043b6/Elevator.wmv
]]>excellent accept for Indium’s Global Trade
Shows. I strongly believe we had created a
“BIG Wave” in this Solder industries at
present and I am sure, our competitors
have even felt a BIGGER impact. Good Job!
Oh….Yes!
]]>This is sooo important. A company can spend buckets of money bringing customers to the table (or Web site) then lose them by not responding quickly and professionally.
Perhaps customer service should answer to the Chief Marketing Officer (CMO) instead of the Chief Operations Officer.
Sadly, customer service and support usually answers to operations and is consider a cost of doing business rather than investment in building the company’s brand and establishing sales-winning relationships.
Regards,
Mac McIntosh
E-mail working?
Chris
]]>“The Mohawk Valley will host three college lacrosse tournaments and another key NCAA Division I matchup this weekend.”
http://www.uticaod.net/blogs/sports/cmuder/2008/05/mohawk-valley-becomes-lacrosse-capital.html
One thing: the photos! Does McDonalds give away the ingredients to the Special Sauce? :-)
]]>We at Indium strongly agree. See these:
BLOG: http://www.indium.com/anny/
WEBSITE: http://www.indium.net.cn
CONFERENCES: http://www.nepconchina.com/NepconSouthChina2007/eng/ConferenceProgram.htm
PRINT INTERVIEWS: http://www.indium.com/anny/entry.php?id=1046
VIDEO INTERVIEWS: http://www.indium.com/anny/entry.php?id=1005
VIDEO ADS: http://www.indium.com/videos/ads
I have to agree with you about writing for the web. I am a numbers guy… and the web brings me statistical marketing information like never before. There is no other form of advertising that comes even close to providing detailed insights about your customers and potential leads. (Location, time spent on specific locations of site, terms they used to find our site, etc…)
As I mentioned at APEX this year, I’m thankful to meet someone in the industry who realizes times are changing, now! Your posts points out that people want answers now, so very true… The web is at our fingertips and answers are just seconds away, especially when after you have become a ‘professional searcher’ and learn how to wade through the non-sense in the search results (tip: try quotes around your search terms to get only the pages that contain all those terms).
One other thing I’d like to throw out there in this short post (I’ll be back again another day) is that when writing for the web…. Be sure to write for your target audience(s), especially if you are a worldwide company and write for the web. Write for your target audiences’ web preferences! For instance, don’t think, “All engineers speak english”. Even if this was so, wouldn’t you want to make those engineers as comfortable as possible while reading your technical data or sales materials? Certainly starting out by showing the information to someone in their 2nd or 3rd or 4th language is not a good start to making the user ‘comfortable’ and the experience easy… Different cultures act & react different ways to colors, meanings of words, etc…
Last, while writing for the web, be sure to incorporate basic marketing tactics… For instance, in the USA we read left to right so the eyeballs end up on the right side of the page – therefore this becomes a most valuable spot on a page to attract users’ attention.
Write for the web, but ensure you capture as many leads for your sales team as possible!
]]>Not only do I now know what TJ Maxx does (who knew you could dress yourself there—I thought they were a linens place for women shoppers), but I would probably stop in just because they made me laugh.
Steve Gold
]]>In our case, we use a carefully-modulated system only for the press conference. Additionally, we stage Marcom staff at the peripheries to assure that we are not obnoxious.
We do this because the media has a habit of hanging out at the fringe. Eventually a few start chatting amongst themselves and we lose the crowd (I know, we should be more interesting!!!). I think the chatting is induced by the inability to hear, and the PA system actually helps the press.
For the 10-15 minutes of our conference this style seems to accomplish our goal.
Re #7: Traditional “press kits” tend to be chock full of stuff. Our goal is to deliver ONE concise message. So, our “press kit” is the one-page document that we distribute at the conference. It is concise and to the point.
Mike, your seasoned and insightful background make your comments especially meaningful. Thank you!
]]>4. Providing that the show management goes that far. Some shows do not care; SPIE is typical. Schedule it when you want; as a result, there are often conflicting press conferences. You also have to make sure that you do not schedule it when there is, for example, a free forum about a subject that might attract editorial personnel. I have seen this happen many times, and show management does not advise, you have to keep up on these things yourself and cross-reference.
6. PA systems in booths are uttely obnoxious to others. Bring the press in around the presenter in an intimate gathering; prior to the press conference make him/her practice projecting their voice a bit; it takes work because conversational speech is insufficient.
7. What – no mention of press kits??? I would HOPE that you provide these – complete with scratch n’ sniff tacky flux cards.
]]>Thank you for taking the time to comment on my blog. I agree that the brand is made up by the collective consumer perception.
One of the other points I was trying to make is that companies exert more control over the brand perception than they are given credit for. Unfortunately they frequently forget that a good portion of that perception gets created post-sale – and with only 12.5% of CMO’s being responsible for activities related to customer service, it’s not hard to see why that happens.
Francois
]]>I use a variation of Dan’s reverse e-mail technique at times, writing the subject line before the actual content. But I hold on entering the recipients until I’m certain the message is crafted and proofed.
]]>Further explorations of the always elusive ROI equation will also be explered by this group. Which R? Which I? for Whom? When? Over which time horizon?
Working together we may shed some intersting new light in this space —thanks for sharing insights with us.
Ralph
]]>Mr. Kotler is a great combination of experienced, intelligent, curious, gracious, and fun.
I’d love to be able to chat with him for an hour.
]]>I came across his profile and achievements at
http://www.indium.com/rickshort/entry.php?id=359
But found his pic at ur blog.
N u got clicked with him in person.
Musb be really a memorable moment of ur life.
Chill!!!
]]>Here’s a perfect example of how an image grabs you, causes you to click, and ends up surprising you: http://www.vimeo.com/614784.
The really cool thing here—and a trend you’ll want to follow—is how the video ad “takes over” the header ad. What looked like a text complement to the video ad actually becomes part of it. This is something we’ll see more of in 2008, as advertisers start embracing more of a television mindset and programmers tap into ways to deliver video that aren’t just 30 second TV ads in a viewer.
Not sure if our B-to-B world will catch up as quickly, but I wouldn’t be surprised to see sites that are serious about video trying to implement something like this….
Steve Gold
]]>Excellent insight from the author. Corbis is big time into images so the viewpoint is understandable.
Video is on the move and you folks have been out front blazing a path. In addition to the excellent videos you’ve put together how about including voice audio?
The style of video you’ve put together is still a bit beyond the scope of many smaller businesses. You can see something I’ve been working on that integrates still/video images with audio spoken by an animated character. These are relatively easy to put together and we plan to create one for every key product on the CircuitMedic website. Take a look on the CircuitMedic home page to see the concept in action. http://www.circuitmedic.com
Jeff Ferry
Publisher
Circuitnet
Perhaps one of the key factors with blogging (and why it will become a critical commercial tool for people like you and me) is the word you used – “conversing”.
Conversation, interaction, comments like this – from customers, stakeholders, colleagues and the like. It’s the potential for interactivity which intrigues me.
I wonder how that will fly in industries which hold their commercial cards tightly to their chests?
Peter
]]>As for b2b; The art dept here was considering adding versions of our wii-miis in depicting ourselves on our website… Not sure of legal consequences however. We thought it would really grab people’s attention as well as communicate that ‘wii’ are people who enjoy having fun too.
You can go to this web site to practice refining your Wii Mii even futher:
http://www.miieditor.com/
It also allows you to save it as a jpg or png file, for whatever use you may have!
]]>I agree totally with this article. It is all about the video and social media. We are on the cusp of this and its only going to take off. As the college and high school students advance out into the work place, where do you think they are going to get thier information. From a place that they are familiar with, they will go looking for social networking sites and videos that cover the topics that they are in need of. It is what is familiar to them and they are truly the one’s that have a handle on this form of marketing.
]]>http://www.nytimes.com/2007/12/07/business/media/07adco.html?_r=1&oref=slogin
The article points out that there is a much bigger 3D world of fun where Adidas and Dell hang out — second Life:
http://SecondLife.com
You can find demos of both:
There.com
http://www.there.com/there_movies/aralsdayout_wmv.html
and SecondLife.com
http://secondlife.com/showcase/sub_page.php?blog_category=4
Rick, if you’re going to set up a 3-D Indium world I’m available for casting! ;)
By the way Rick, how much is a min-lot charge for some virtual .5“x.5“x.003” 80/20 Au/Sn preforms? :)
Best regards,
Leo Garvey
LFG Micro
Representing Indium Semiconductor Assembly products in NY/NJ/Eastern PA
In traditionally structured companies, departments tend to work in silos and communication is weak or poor. Each group can become so focused on a task or program that its deliverable falls short of customer or market needs. And marcom is the first to see these results because our job is to convert their information into an effective communications vehicle.
As communication experts, we are in the best position to mentor and guide program initiatives, facilitate understanding among the groups, and most important — keep their eyes on the prize. That means pulling from each group the information needed to meet the ultimate goal of satisfying the customer. Armed with that kind of information, the rest is easy…we can always produce the “stuff.”
One could almost take each of the four questions and pose them in reverse.
]]>Remember, always begin at the end. In other words, WRITE DOWN YOUR GOAL, and envision it coming true. Then devise the plan that gets you from where you are to where you are going. This will help ensure that your Marcom activities succeed in making all your stakeholders happy.
Thaks for the comment.
]]>Roxanne, I remain truly impressed with your experience (500 vlog postings!!!) and your unerring focus (those two issues rarely go hand in hand due to the insidious “mission creep”).
You have a lot to teach us all, and I am glad to learn from you.
Thanks for commenting.
]]>Though indeed our shooting locations are polar opposites, that part is true. I keep being surprised to learn how many people watch Beach Walks at work though.
I loved learning about the Chinese blogger you are coaching. I think there are a lot of these stories acting as powerful subtexts to bridging the culture and trade gaps between our companies that rarely make into mainstream media.
I do hope you’ll schedule an Asia trip via a Hawaii stopover so we can continue the conversation.
]]>I also found it helpful, despite my initial reservations in seeing Omniture marketing material throughout.
I also found the term ‘smarketers’ amusing. A Google search of ‘smarkter’ returns just 118 results. Perhaps this is a term worth targeting?
]]>There are actually a ton of organizations offering such services. The trick is to find a company/person that is aggressively up to date with the technology, that can apply the appropriate tools to the job, and that can clearly understand and align with the client’s goals and personality. From the client perspective, each of these 3 elements is extremely important, and difficult to find – especially all in the same package.
]]>On the other side of the issue, Nicole continues to appear truly contrite. Additionally, she repeatedly expresses an appreciation for responsibilty and for needing to recalibrate her life. I am watching her closely as she may be a candidate for a third UPWARD arrow. It will take time to earn that status.
]]>Great stuff. I think the most common mistake in branding and marketing is “wanting to chase too many rabbits”! Eventually, both will get away.
Like what you say, knowing just one thing that your product excels in is essential. This makes your product unique! ;)
]]>http://www.services.skillsheaven.com/web-promotion.php
]]>That's great. I am working full time to document over 1,000,000 acts. I would love to bounce some ideas off of you. I went to school for marketing, but judging off your past experience, you might have some input that would lend a hand. Please visit my site and let me know what you think.
-Brian
]]>My teenage self would have been all over this. I can picture myself getting all nervous, looking around shifty-eyed as I was about to plant the sticker, knowing I was being slightly subversive and just a little bit naughty while being a warrior in the fight for greater good. Woo hoo! Down with the Man! Er, sorry.
And it's just a silly sticker. A good portion of people will filter it out as whitenoise anyway.
My older cynical self would feel a little different. When I feel that other people's political agendas are being forced on me, especially in a "neutral" setting, I am bound go the other direction and rebel against the message. I'm gonna take three towels instead of two! So THERE! Ha HA!
But again, it's just a silly sticker and I might not even notice it in the first place.
My media savvy self sees this as just more noise and yes, vandalism and not the most effective way to accomplish the overall goal. Sticker campaigns are nothing new and actually they are quite annoying and that factor outweighs any potential benefits of the campaign.
In NYC any unattended flat surface will eventually get some sort of sticker on it. And sure, you could argue that it is less troublesome than marker or paint graffiti, but it is still graffiti. The notion that it's the intent behind that message that makes it ok doesn't really hold with me. I remember years ago these little stickers that popped up on pay phones around that city that read "Blacks have AIDS. Don't have sex with Black Men." It is a piece of graffiti that is pushing an agenda, just like "These come from trees" sticker. And just because the "Tree" sticker is less offensive to me (and is even an issue I could support), doesn't change the fact that its still graffiti. The creator of the aforementioned racist sticker could truly believe in his heart that he is not racist and he's doing his part to make the world better. The exact same intent and belief as the "tree" sticker people.
But really, it's a silly sticker and my bandwidith needs to be allocated to other things.
That all being said, there is one point that is really sticking with me:
"However, the reason why this is important, is because the bathroom owner is just a part of this project as the label sticker. She's the one who decides whether it stays or goes."
The Bathroom Owner is NOT part of the project. The sticker-applier forced her into the project. The Bathroom Owner is a non-consensual participant in the project. Just like if you're stuck on a subway car and a mariachi band gets on and plays in hopes of you tipping them a few bucks. You are now a non-consensual consumer of their music. Hey no big deal right? It's just music and music makes the world a better place. That, however, may not be what I choose to fill my environment (perhaps I was scarred as a child by a wayward, malevolent mariachi band). My right to choose and my consent have been stripped from me. Yes, I can get off the subway car at the next stop (Bathroom Owner can try and remove the sticker), but why should my right to exist without music (or the sticker) be held second to your right to play (or make your statement)?
]]>Thanks for adding the conversation. I appreciate your concern for this being perceived as potential vandalism.
Let me respond to your criticism. Firstly, I am of the strong opinion, and have done my research in speaking with many business owners whom this project would touch, that if these business ownes knew of the value that could be provided for them: saving 150 pounds of paper a year or so--a nontrivial sum, and a non-trivial amount of money, they would do something about it themselves. As TreeHugger points out: the ROI is there.
However, there are real barriers to that happening. The sad truth of the matter is that Kimberly Clark and Georgia Pacific make the paper towel dispensers that all these businesses use. And the businesses face a challenge in modifying those paper towel dispensers--that is, they don't have the time or the resources to potentially come up with something. Furthermore, this project was spurred by non-intuitive research. How to communicate those results to such a broad swatch of people, though, is another question entirely.
Now, your point of "partnering" with these organizations is a valid one. In fact, I'm working with my employer, VMware, to do a pilot rollout of the stickers to paper towel dispensers all across our corporate campus, which services 3k employees. The These Come From Trees blog has a post on it from this past Saturday. So yes, there is definitely value in partnering. However, there is also much to be said for virality, and the fact that I am one person, and this is a side project. Thus, by building a spreading mechanism into the product, the word can spread more quickly than one man working on this alone, or involving his immediate network. Yes, building up donations and using a traditional marketing communications approach is great, if you have budget and a staff. We, sadly, do not have that, and thus must be more resourceful.
Lastly, the stickers are "laminated paper labels". They're not vinyls stickers, and when torn off, with a bit of elbow grease and some Simple Green, they go right away. This was actually a requirement that we set ourselves when conceiving of this solultion to the perceived problem.
Compare that to the marker and graffiti, and knife cuts that many of these towel dispensers often sport, and I think that ultimately, when you add up all the arguments I advance, and weigh them against the costs, which you, and others have done a good job of enumerating, the project still nets out a big positive.
Again, a sticker is a tree's worth of paper a year. Time is ticking by. We've distributed 10k stickers so far through viral word of mouth alone. How many would we have deployed talking to the management team at Starbucks? Yes, eventually that's a conversation we'd like to have, but having some market traction to begin with makes that conversation more tenable.
Thanks for your commentary and constructive criticism. It makes this process better for all of us.
]]>That said, I'll be reading your blog, not her's should she start!
I'm on a health kick (due to a recent health scare). I hope to drop 15% body in weight and then shave my head -- yes, I mean it! I won't look as good as you or Britney, but maybe I'll be as cute as Seth?
]]>Then, try writing down the things that may stand in your way.
Articulating these key points helps people get over the initial hump.
]]>Well put. Thanks!
]]>http://www.searchenginerankings.com.au
]]>Besides, in my region, professional blogging is still VERY rare.
I think like what you said, blogging growth may peak... but I don't think it will be in the next 2 years.
]]>For those that don't know, Dave's blog (B2Blog.com) is written by "... a marketing manager for a manufacturing company. I started B2Blog to have a place to talk about the dramatic changes in industrial marketing." A lot like me.
And Steve is, well, one of my heros. He was instrumental in getting me started on my vlogging career. I spent half of today at home, on vacation, in my jammies, perusing all things Garfield. He knows and does soooo much!
Click on both of their links.
Thanks guys! Happy Holidays.
]]>Scope responded to my mom's video too and Nintendo just sent her a Nintendo DS Lite with Brain Age.
Nintendo is smart.
--Steve
Thank you and your expert "team" for spending the evening with us at Ad Club. What a great program!
The feedback has been extremely positive to the point of after hearing you and learning how you got started, Ad Club is in the process of adding a "blog" to our site. Once again, thanks to you for an exciting and educational evening.
Bill
]]>Thanks again to you and your staff for an informative evening.
]]>She sounds awesome!
]]>First, thanks for linking up!
I think your idea on throw away blogs is great. A lot of people keep analysing and analysing, only to stay stagnant.
On the other hand, my 12 year old cousin just created her personal blog in a couple of days after she was pointed to blogger.com! They may not be the nicest looking blogs with custom templates or stuff like that, but they are a good start!
Wonderful idea~!
]]>Thanks for the mention on your blog, and your involvement with the study. I really appreciated your four Ps of blogging as well as your views on commenting.
Cheers
Walter
]]>As usual, you lead the way.
]]>Here's an idea about taking your blog and Dr. Lasky's and if a live internet connection is available making those available at your next trade show? Or taking posts and looping them in PPT show. Great content should be leveraged in multiple strategies.
]]>Thanks for your kind words and your input and with the book
]]>I loved his latest CD: Cash enough to write this song about it:
Here's to 100 Highways
words and music by Dr. Bruce L. Thiessen, aka Dr. BLT ©2006
http://www.drblt.net/music/ahundredhi.mp3
Bruce
aka Dr. BLT
Or to quote Marty McFly in Back to the Future III (just watched tonight with the kids), "he's an asshole" (meaning the folks who made this video).
Don't get lured into the fight. Easier said than done. (And of course there are the situations when you really should fight. Which smacks of another fav movie, Do the Right Thing. Won't watch that flick with the kids unless it's the TV version.)
Now I do agree that this should be the subject of major internal discussion and quick changes. Let the changes take place and in six months anounce all the improvements (and metrics to prove it). A lot of Comcast employees are probably hoping for it!
]]>Best regards,
________________________
John Fox, President
Venture Marketing
(630) 355-6951
Author, Marketing Playbook: The Manual for Growing Organizations
Endorsed by: Seth Godin, Guy Kawasaki, Rieva Lesonsky, Al Ries, Ben McConnell and many other thought-leaders!
More at: www.venturemarketing.com/playbook
So I learned a lot too and appricate for your idea.
>>>>>>>>>>>>>>>>>>>>>>
"if Engineers really receive 12-18 B2B trade mags per month."
I think it is possible for a company but not every engineer.At least the situation in China is like this.
]]>Thanks
Blane.
]]>While still lots of people look back to the past for guidance, you have already cast the net(internet) forward.
Cheers!!
]]>