A friend sent me an article this morning which he thought might interest me, detailing a poor review of a technology conference. The article itself (published yesterday morning) was amusingly written and highlighted everything that is commonly wrong with a lot of poorly executed conferences, it made me smile.
Then I looked at the Twitter and Facebook share buttons on the side and winced a little on behalf of the organisers, upon reading it, 55 of The Telegraph's techie readers had decided to share it with all their friends and followers...who turned out to be 80,000 odd people.
The lesson here is clear not just for event organisers but all product and service providers, it is even more important than ever not to upset your influencers - they just got hold of the world's biggest megaphone and when they shout, your customers listen!
Tuesday 21 December 2010
Monday 20 December 2010
Marketing has got to be remarkable
Now that in and of itself isn't news. However, I was struck by just how entrenched this idea has become when I read a recent interview about web phenomenon Groupon's rejection of the Google billions.
Groupon works by getting local businesses to offer remarkable deals for a very limited time span; when enough people sign up, the seller and Groupon split the cash. For enough people to sign up, the offer has to be jaw droppingly exciting and Groupon uses this principle to select which offers it promotes (it is approached by an average of 8 sellers for every 1 promotional spot).
The contrast between this model and the conventional advertising set up could not be more extreme. For Groupon to make money, they have to be sure your product and offer make your proposition virtually impossible to refuse for your target market.
They have structured their whole business model around this principle and have refused a mammoth $6 billion from Google, confident that they can take what is currently the fastest growing company in history (they are 2 years old) and make Google's offer look like small change.
The message for marketers? Being remarkable, not just in your content but in your value proposition, your service and your offers is no longer just a way to get ahead, it is essential for your survival. The world has rebuilt itself around new rules, evolve or die.
Groupon works by getting local businesses to offer remarkable deals for a very limited time span; when enough people sign up, the seller and Groupon split the cash. For enough people to sign up, the offer has to be jaw droppingly exciting and Groupon uses this principle to select which offers it promotes (it is approached by an average of 8 sellers for every 1 promotional spot).
The contrast between this model and the conventional advertising set up could not be more extreme. For Groupon to make money, they have to be sure your product and offer make your proposition virtually impossible to refuse for your target market.
They have structured their whole business model around this principle and have refused a mammoth $6 billion from Google, confident that they can take what is currently the fastest growing company in history (they are 2 years old) and make Google's offer look like small change.
The message for marketers? Being remarkable, not just in your content but in your value proposition, your service and your offers is no longer just a way to get ahead, it is essential for your survival. The world has rebuilt itself around new rules, evolve or die.
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