Postmarketing - new principles for the postmarketing age

post marketing New marketing principles for the postmarketing age marketingfree.typepad.com Friday, February 13, 2009

hustle The is over*. *While supplies last. 0% financing to qualified buyers. No reasonable offer refused. We offer financing to anyone regardless of credit. Hurry... this deal won’t last long. Friday, February 13, 2009

gold The package is passé. Friday, February 13, 2009

Spending power outages are widespread. Friday, February 13, 2009

We are chasing our own long tail. Friday, February 13, 2009

in search of serenity now Friday, February 13, 2009

Less is the new more. Friday, February 13, 2009

WE INTERRUPT OUR REGULARLY SCHEDULED PRESENTATION FOR A MUST READ: Productivity: Enough of too much by J. Walker Smith As seen in Media Magazine November 1, 2008 Friday, February 13, 2009

abundance consumerism cheap money advertising niche luxury post tag-line we mass are marketing So what do we do now? Friday, February 13, 2009

We’re feeling inadequate. Stick a fork in us! At least Oh, shut up! we’re green! Friday, February 13, 2009

But will they blend? Friday, February 13, 2009

From the kitchen of: marketingfree.typepad.com Four P Smoothie Ingredients: 1. A little product 2. A dash of place 3. A smidge of price 4. A bit of promotion Blend vigorously, and then mix in a liberal amount of new thinking, and you will get... (continued) Friday, February 13, 2009

Warning: Due to the shameless use of an acronym on the next slide, viewer discretion is advised. MARKETERS M CONTENT RATED BY JARGON POLICE Friday, February 13, 2009

RAVE ange engagement relationship exch tions value afﬁlia (the new 4p’s... except, well, they’re not p’s... but you get the idea) Friday, February 13, 2009

RAVE Family Widget The widgets. Meet the new Friday, February 13, 2009

HOU SHALT RAVE ARKET THYSELF Friday, February 13, 2009

ELATIONSHIPPRINCIPLES RAVE Product marketing is a relic of mass production. Stop thinking “products”, and start thinking “relationships”. Products must market themselves by forging a relationship with their users. Try replacing your “product roadmap” with a “relationship roadmap”. Ask yourself “how else can I serve my core customers?” (instead of “what features should we add?”). Differentiate on the end-to-end customer experience - not product features. Friday, February 13, 2009

RAVE Friday, February 13, 2009

AFFILIATIONPRINCIPLES RAVE Place is a relic of a time when products were placed on shelves (distributed). It’s time to think bigger than that. We live in a reputation economy, where your reputation is immortalized forever online. You are your social graph. Create and manage a social graph for your company that includes: Who you sell through and with Who you want to inﬂuence Who you want to help (contribute to) Who you need to help you (take from) Who you must stay in touch with Who would have an interest in your success Friday, February 13, 2009

RAVE Pop Quiz 1) Red Hat is... A Linux company An insurance company please use a #2 pencil and ﬁll-in the circles completely Friday, February 13, 2009

VALUE EXCHANGEPRINCIPLES RAVE Price assumes that the only currency of value is money. There are other currencies that are valuable, e.g. commitment, work, options, or endorsements. You may not sell what you actually produce - seek to sell what is most valuable to your core customers. Red Hat sells risk mitigation, but produces a Linux distribution. Nothing is free. If you are going to give something away, get something valuable in return. iTunes is free (but, trust me, my willing lock-in to Apple is not). Friday, February 13, 2009

witter.com/engagement RAVE etsatisfaction.com/releva servoice.com/genuine lideshare.com/usergenera log.stories.com/content acebook.com/multimedia outube.com/applications Friday, February 13, 2009

Friday, February 13, 2009 relationship afﬁlia tions ange exch value engagement RAVE But how?

the how our new best friends EAR BLACK Friday, February 13, 2009

the how Plan as if your marketing budget was just cut in half. What would you do differently? Friday, February 13, 2009

the how #FFFFFF 31p 125p 780p 127p font Measure everything. 80p 916p 1050p Friday, February 13, 2009

the how iterate iterate iterate iterate iterate iterate iterate iterate and read this: http://gettingreal.37signals.com/ Friday, February 13, 2009

RAVE please rate & comment thanks! todd barr tbarrt@yahoo.com marketingfree.typepad.com February 2009 Friday, February 13, 2009