Deconstructing Dodds

Deconstructing Dodds My 4p’s of marketing in action

So what are my 4 p’s ?
Predictive
Propagative
Participatory
Personalized

Now lets break them down

A post about marketing
Written by John Dodds
Marketing/Business Consultant with background in public and private sector businesses in UK and US including most consumer media industries
E mail: [email_address]
http://makemarketinghistory.blogspot.com

Predictive Mr Dodds has some insight into the reasons people read his weblog. Content: well the man knows his marketing. context: the tone is sharp, witty but fun and provides a nice balance for the content. The blog takes the craft serious without being zealous (it’s marketing after all) So while he does not know if a post will create response he does make sure that the basic ingredients for interaction are always there. KNOW THY AUDIENCE.

Propagative Idealy people like our product and tell others. So It has to resonate in the lives of our audience, be of real or percieved value. And secondly it should be easily adopted and internalized. Content: By using the famous P’s as backdrop he resonates. The actual content delivers value. Context: a hook, like a great pop song. The P in this case make for easy remembering and provides social currency to talk about. MAKE CUSTOMERS BETTER OF AND LOOKING GOOD IN FRONT OF OTHERS AND THEY WILL REWARD YOU

Participatory The post makes some serious points about marketing. Yet the first reaction is a tongue in cheek one. Instead of being a headmaster to try to keep the post on track, Mr Dodds takes a cue from his readers and engages. Keeping the momentum going, he allows his customers to tell his brand values in their own story (comment 3 joins in the fun and hat tips the skills) BUILD ECOSYSTEMS FOR YOUR CUSTOMERS SO THEY CAN FREELY EXPRESS. ONCE HOOKED AND IN, BECOME PARTNERS IN CRIME, TO PROLONGE THE FUN/PROFIT

Personalized No generic reaction. No hammer syndrome. The interaction between reaction 6 and 7 examplifies that “ the consumer isn't a moron; she is your wife ” or someone to at least be respected and cherished. This does not mean being submissive (scared of losing business) or the other extreme arrogant, ‘cause you got what they need. WE ARE ALL IN THE SERVICE INDUSTRY. BEING HUMAN(E) MAKES GOOD BUSINESS SENSE/CENTS.

Predictive
KNOW THY AUDIENCE
Propagative
MAKE CUSTOMERS BETTER OF AND LOOKING GOOD IN FRONT OF OTHERS AND THEY WILL REWARD YOU
Participatory
BUILD ECOSYSTEMS FOR YOUR CUSTOMERS SO THEY CAN FREELY EXPRESS.
ONCE HOOKED AND IN, BECOME PARTNERS IN CRIME, TO PROLONGE THE FUN/PROFIT
Personalized
WE ARE ALL IN THE SERVICE INDUSTRY. BEING HUMAN(E) MAKES GOOD BUSINESS SENSE/CENTS.
So...

THANK YOU WWW.NIKOHERZEG.COM

Deconstructing Dodds

by niko herzeg on Nov 11, 2009

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