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December 2005 (current
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20th
Dec 2005 - Well it seemed a good idea at the time
Some 18 months ago
I started writing this DIY blog. It's worked fine, but has been a tad
labour intensive. Which is why I've allowed myself to be swayed at last
by the blogging playground that is Typepad.
All the old posts will still be available here but, as from now, please
head my
new home for on-going adventures in the blogosphere.
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14th
Dec 2005 - Peddling soup
A nice example of
an emerging trend: quality meals delivered to your door (as spotted
by Iconoculture).
Soup
Peddler delivers homemade soups door-to-door via bicycle to about
700 customers a week in and around Austin, Texas. "Soupies"
order everything from Multi-Critter Gumbo to Zimbabwe Peanut Stew and
leave a cooler with ice on the porch for drop-offs if customers are
not home.
Finding it difficult
to get retailers to stock your product? Take it to your consumers direct.
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6th
Dec 2005 - Open source marketing (part2)
Well maybe. I'm
sure I've written about this before, but can't be certain. Anyway, good
stuff, so worth a second airing. Below are the 10 principles of modern
marketing, as decreed by Collaborate
Marketing, one of the leading proponents of the open source marketing
movement…
- The consumer
is in control: "We need to embrace the urgent implications
of consumer control." Jim Stengel, Global Marketing Officer,
Procter & Gamble
- The consumer
is sceptical and increasingly resistant to advertising: "In
the US 69% of consumers are interested in products and services that
allow them to block, skip or opt out of advertising and marketing
messages." Yanklevich Partners
- Media fragmentation
is pervasive: "Increasing digital take-up is producing
a shift in the balance of power in the TV market, away from advertising
and towards direct consumer spending." Ofcom report, August
2004
- Mass markets
are being replaced by niche markets: "McDonalds global
head of marketing, Larry Light, has declared that mass marketing no
longer works. Furthermore, Light goes onto declare, 'the end of brand
positioning as we know it". Advertising Age, June 16th, 2004
- Corporate
executives are under greater levels of scrutiny: "As ever,
the debate in the industry centres on the best way to achieve results."
The Harder Hard Sell, Economist, May 13th 2004
- Companies
that understand Internet Culture best will benefit most: "What
I worry about much more is our ability to make the necessary cultural
changes to meet the new demands of the digital native." Rupert
Murdoch, 13.4.05
- Consumers
are mobilizing themselves in new, powerful ways: "The
digital native doesn't send a letter to the editor anymore. She goes
online, and starts a blog." Rupert Murdoch, April 13th 2005.
- The broadcast
model isn't working: "To me, the challenge is not awareness,
the challenge is engagement," John Hayes, CMO, American Express
- Broadband
is a mass medium: "More than half of US web users (51%)
are now using a broadband connection, up from only 38% a year ago."
Nielsen
- Consumer generated
content (CGM) is influential, targeted and innovative: "People
now own the printing press and the broadcast tower and the barrier
to entry to media has been blown away." Jeff Jarvis, Buzzmachine.com
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