We are entering an age where abundance, excess, and accumulation are giving way to thrift, conservation and transparency. Postmarketing seeks to help marketers navigate this fundamental change with a new way to think about marketing strategy. By Todd Barr - marketingfree.typepad.com Feb 2009.
Postmarketing - new principles for the postmarketing age
1. post marketing
New marketing principles
for the postmarketing age
marketingfree.typepad.com
Friday, February 13, 2009
2. 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
3. gold
The package is passé.
Friday, February 13, 2009
4. Spending
power outages
are widespread.
Friday, February 13, 2009
5. We are
chasing
our own
long
tail.
Friday, February 13, 2009
6. in search of
serenity now
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7. Less is the new more.
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8. 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
9. abundance
consumerism
cheap money
advertising
niche
luxury
post
tag-line
we mass
are
marketing
So what do we do now?
Friday, February 13, 2009
10. We’re feeling inadequate.
Stick a fork
in us!
At least
Oh, shut up!
we’re green!
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12. 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
13. 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
14. RAVE
ange
engagement
relationship
exch
tions
value
affilia
(the new 4p’s... except, well, they’re not p’s... but you get the idea)
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15. RAVE
Family
Widget
The
widgets.
Meet the new
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16. HOU SHALT
RAVE
ARKET THYSELF
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17. 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
19. 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
20. RAVE
Pop Quiz
1) Red Hat is...
A Linux company
An insurance company
please use a #2 pencil and fill-in the circles completely
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21. 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