What’s in a name?

25 11 2009

A name is everything right… You can’t judge a book by it’s cover but you can judge it by the name right? It seems a name is even more important these days with the advent of adwords.

I recently saw David Meerman Scott, author of a great book called the New Rules of Marketing and PR, present at a conference.  He also happens to be a living breathing example of the importance of a name, he changed his name from David Scott (About 490,000,000 hits on google and he’s not on the first page), employing his middle name, to David Meerman Scott (Now owns the first page). 

I was recently handed an article by a valued colleague about a car insurance comparison site.  (You can go here to read it but have to log in…. http://mediablips.dailyradar.com/story/how-did-a-meerkat-bowl-over-brits-it-s-simples/) They were competing for a CPC of $8 for the word “Market” but shifted the game by going for “meerkat” and created a whole, fun, innovative, gutsy compaign around the whole idea using a Russian Meerkat. Imagine pitching your boss on this idea! The results, 73% reduction in cost per acquisition, 600,000 fans on facebook, 26,000 fllowers on twitter, and 50 marriage proposals for the the meerkat. Plus traffic is up 400%, 80% increase in the number of quotes given, and market share is up 76%!

Does anyone have a list of the least searched terms on google?

Rant # 2

13 11 2009

Why is it so hard to post a letter in Dubai?

If Direct Mail isn’t dead they are certainly trying hard to kill it in Dubai. I have been carrying around a couple of cards to post, old fashioned I know, for about two weeks now. I have been to two places and couldn’t get it done… I am going to NY this weekend, so I am going to take them with me and post from there!

Social Media and Event Marketing

10 11 2009

Earlier this month social media rock star Chris Brogan published an Shared Services Week Q and Ainteresting step by step guide called “How to Market an Offline Event Online“. Chris is very good at what he does, he recently published a book called Trust Agents, which is also excellent.

Whilst I found the list very good, with a lot of great online/social media tips, get a URL, fish where the fishes are, get influencial bloggers going, email and twitter to your hearts content. He also draws an interesting line between “hey good to know” and “man, you’re annoying”.

The list is a great starting place but it’s a bit short of what is really required to market a succesful event in todays “noisey” environment. So, what would I add? Lets start with:

  • A Good event – The basis of marketing success is a good product. A purple cow, something remarkable, the best speakers, the best sponsors, the best topics, and the best format.
  • Lead time…. Over night success takes six years (or atleast 20 weeks). Actually your event promotion starts during the research stage…Surveys, call for speakers, sponsorship promotion all start the ball rolling.
  • Good media and association partnerships.
  • Price / Value – Finding the right ratio is key.
  • Work with speakers and sponsors – Encourage them to drive awareness of their participation.
  • Use content to add value – Interview the speakers, Ask partners for content, work with consultants and research groups to get their content, get content from sponsors, ask people who have published articles in the area if we can share them….. Add more value to generate leads and word of mouth.
  • The experience – Ultimately a great onsite experience will make the customers come back!

I am sure you can think of more….so email me and I will include your amazing ideas in upcoming posts.