23 Jun

“The new rules of Marketing & PR”…and book reviews

I must admit, when I was first linked to and offered a copy of “The new rules of Marketing and PR” for review, I was more impressed with David Meerman Scott’s clever strategy to create buzz than anything else. I guess it is fair to say that he is “walking the walk” of “the new rules”.
Having said that, “The new rules of Marketing and PR” proved to be a surprising read, as it offers both a compelling argument why the rules have changed, and then offers a comprehensive guide how to go to work with these rules.

The point about the “new rules”

The central argument is that now that you have the opportunity to market directly to people online (without having to buy media or influence journalists, under the “old” rules) you can tell your own story and you should.

The style is blog-like, without being light on, and the real-world examples of how various business have applied the rules are interesting and credible.

No shortcuts

When you read David’s book you are reminded of the fact that are no shortcuts in good communication; if anything, he advises to invest more time and more effort in what you write, and who you write it for.

For example, David highlights that collectively, as marketers, we still too often fill pages with meaningless or internally focused, egocentric content. Sometimes because it is quicker, sometimes because that is what we believe the CEO wants to read. Instead, he advises, spend some time and find out from the people that matter; your audience of prospects/customers/members etc.

“When I see words like “flexible”, “scalable”, “ground-breaking” or cutting-edge” my eyes glaze over.” he writes. I think we all know that feeling.
The challenges I can see
The biggest challenge is that with this explosion of self-generated media will do to the people we aim to reach. Will they suffer from overload and simply go back to reading a few, leading publications? Like a newspaper? I fear that unless we figure out a way to filter online information, people may simply turn off.

The rules at work
Finally, I think it is fair to say that the fact that I am writing a book review is illustrates that the “new rules” are here. A marketer in Australia, writing a blog with readers around the globe, about an American book I can only buy online.

Hard to argue his point, isn’t it? Would I recommend this book to my friends? Yes. So that includes you, and if you have read the book, tell me what you think.

22 Jun

Accenture and AT&T: Delivered.

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NEW YORK, Oct. 3, 2003 A new tag line, “High Performance Delivered,” succeeds the company’s “Innovation Delivered” tag line that was part of the company’s “I am your idea” ad campaign introduced in February 2002.

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December 29, 2005“This is the most ambitious and aggressive campaign in the history of either company,” said Wendy Clark, vice president of advertising at AT&T. “What we’re saying is not only do we have a solution, we can deliver it.”

I’m not sure if this was deliberate or not. If it is, I don’t get it.

If it is not, how could something like that happen when you have the resources these companies have?

UPDATE: SYNYGY, “Synygy, an authority on sales performance management, is the largest provider of solutions for
solving problems related to the management of sales compensation plans”

“Performance defined. Results Delivered”

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07 Jun

What does this say to you?

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To me this says: “Our first concern is our newspaper getting a scoop”, where there first concern should be me, the reader. It is not that they ask for photo’s, it is that they lead with it, in bold letters.
If this was a tabloid, it’s what you would expect. But The Age’s brand position in Australia is as one of the leading, quality broadsheets.

The reason I am posting about this is because it illustrates something about what subtle messages about a brand can do. Looking from the inside, I doubt that people at The Age view this as a big issue. (If anyone from The Age reads this, correct me if I’m wrong). After all, it’s a competitive world. They’ve got to get results. Everyone else is doing it.

For me, this is where a brand gets damaged. The big, obvious brand clangers get dealt with. It is the small, innocuous messages that don’t get picked up and that can slowly erode a brand position.