Recently in Tactics Category

Seth Godin blogs on cheap advertising (off-peak AM radio, inexpensive banners), raising the question: do cheaper media choices dictate sub-quality messaging? I don't think so. Clear messages can cost much less than even the cheapest media campaign; many times it's just a matter of investing a little time and brainpower. Even the classic "I've fallen and I can't get up" cable ads resonated.

From product and service attributes all the way down the line to product delivery and subsequent customer support, branding opportunities permeate B2B touchpoints. Harry Hoover, in his Think blog, unearths a great article from bnet on branding products and services in the B2B world. Here's a simple, yet tried-and-true tactic from the article: "In many industries, potential new customers will be influenced to buy by the caliber of people who already use the product or service: a blue-chip customer list demonstrates product quality and approval. Ask existing customers for their permission to use their name and some positive feedback on your Web site and promotional material."

In the blog On Message from Wagner Communications, John Wagner strikes a chord with any of us who try to help companies tell their story. Fear of failure with regards to innovative marketing tactics and non-selling storytelling approaches kills many great ideas. We must acknowledge that consumers today are more adept at sorting through sell messages and have access to vastly more useful information than in the past. Wagner puts it well: "In today's world, public relations and marketing should be designed to facilitate dialog and stimulate interest that will lead someone to learn -- on his or her own -- more about your product or service. "That's a pathway that doesn't always lend itself to neat and tidy ROI measurement. But don't let that fear stop you from taking the road less traveled."

Previously, I wrote about how RSS could replace e-mail in terms of catering more to the individual's preference for receiving opt-in information. Chris Garrett makes an excellent point on this need for more personalization in RSS, calling for a next-generation RSS that would allow the feed to recognize and acknowledge the person reading the information. This has been done in direct mail and, of course, e-mail marketing for some time, but it is something I think we'll see very soon.

Apparently, a deal from Geico fell through in which the lizard would have become exclusive corporate sponsor for the George Washington Bridge to the tune of $3.2M in exchange for some "guerilla advertising" opportunities at the toll booth. The Port Authority balked at the offer, but left the door open for another bridge sponsor to step up. I thought the whole point of guerilla marketing is that it's a superior, low-cost alternative to paid media?

Mini, at the suggestion of its agency Butler, Shine, Stern and Partners, created a voluntary participation program in which select Mini Cooper owners attached an RFID fob to their keychain containing personal information such as occupation, birthday, etc. The agency purchased billboards with LCD displays that read the passing RFID signals and flash: "Mary, moving at the speed of justice," if Mary is a lawyer, or "Mike, the special of the day is speed," if Mike is a chef. While the agency puffs out its chest and talks about "building evangelists," I have to wonder if, in this case, the big idea has outpaced practicality and any potential ROI. Will people buy more Mini Coopers?

There's no place for "Word of Mouth" within a marketing strategy or on a tactical marketing plan. That's like bringing your toothbrush on a first date. Optimistic, yes. A reliable strategy or tactic, no. Word of mouth is something that's achieved through superior product or service design, proper positioning, and just a good product or service launched at the right time. Seth Godin taught us that in Purple Cow. John Wagner writes about "discoverability" from the consumer's point of view. The consumer will trumpet something much louder if they feel like they're discovering it, versus being prodded along to "tell a friend" by a marketer. I could not agree more.