The greatest online marketing campaign ever…

30 07 2010

Well that depends on how you measure success?

Fast Company is searching for 2010’s most influential person online and getting tonnes of links and traffic in the process, no doubt they are also aiming to drive sales for the next issue. It looks to be a great marketing campaign.

They recently published this great article on “The Man Your Man Could Smell Like” vs “The Most Interesting Man in the World”. The article outlines how Mr.Dos Equiis is driving sales up 26% while Mr Old Spice has had a questionable impact (& smell); there has also been some buzz about the accuracy of the numbers but my point is, it’s about how you define success.

I can name plenty of other campaigns of a similar ilk and they all have a common thread for me, they are engaging and mainly content driven.  

But in the age of content marketing if you go by these basic rules or these better ones (published by Ann Hadley here):

  • Engage directly with customers (or would-be customers)
  • Communicate with personality, empathy and real emotion
  • Create value
  • And also: Have a little fun

Then how do you measure success? Like Covey said start with the end in mind, so that has to be revenue, we all want it right? Sorry to be one to say it, but how many followers, or RT’s, or fans, doesn’t matter if you can’t pay the bills. Remember “The best job in the world” competition that generated millions of hits, applicants and PR exposure. But apparently tourism numbers were down in 2009.

 Get excited about new marketing channels and promotion, but don’t lose sight of the goal.


A New Marketing “Train” map

29 07 2010

B2B Contact Marketing in the UK created this great marketing map using the London underground as the inspiration. It’s a great way to map out the modern landscape of marketing; even though it uses trains, it’s exceptionally well done and gives anyone from expert to novice great insight into the challenges and opportunities for modern marketers.

The main lines on the map:

Advertising – For me this is the dying channel, maybe that’s why it’s in blood red. It’s a communication “corridor” that’s becoming less and less relevant, it includes a couple of great quotes “Each of us sees over 3,800 advertising messages a day”. People are not passive consumers of marketing messages any more; they are seekers of high quality relevant information, participants in conversations and electors of what they consider to be competent authority. Its these characteristics that are at odds with traditional “interruption” advertising methods. Maybe this is the line that has the constant breakdowns.

Database – I really like that this “line” is a closed loop and central, in a data driven world it has to be at the heart of any effective marketing organization. It also means it touches every other line, modern marketing is even more data driven than before, the measure is moving from traditional DM metrics to include more and more online metrics, but I believe you need to start by measuring everything and then honing on what are the key metrics, all with out taking your eye off the prize – profit (Money in the Bank). There’s also a marked shift away from valuing the sheer size of your database towards the quality and depth of information in it.

Direct – Covers it all really, I think this channel is being overshadowed by some of the more popular trendy digital channels, which are all part of direct marketing in a pull marketing world.

Digital – Talk about being web centric, this line cuts right through the middle of town! I like how it talks about the different digital channels without really focusing on some of the actual sites, facebook, twitter etc, which I am sure over time will change…. Has anyone ever heard of QQ, Xaonei or Kaixin01? I hope this is a hi-speed train line?

Event – Obviously a personal favorite, I’d add an IQPC station. Event marketers take note – this line crosses digital and database lines twice, begins its journey by moving away from advertising and finishes with a second crossing of the relationship line. There’s a message about how you fit and where your focus should be!

Relationship – A black line for the dark arts, most of the things on this line have two things in common. They are becoming ever more important parts of the B2B space and they very difficult to accurately measure or gauge their true impact. I like how conferences, social media and networking are all so close. Measuring awareness is becoming an increasing challenge.

Anything missing? Not much…

My only real criticism would be where are the customers? I would have made the customer or audience central to the whole thing, maybe the hub in the middle between Google, Social Media and Blogging. I think before you do anything you need to have well defined buyer personas, and a solid message that matches your audiences world view (step 1). Maybe “customers” should be the main hub on the relationship line or the direct line, it’s in there, the demographics stop is in there, I would have just made it more defined.

Content marketing? Maybe change the contract publishing station on the Advertising line or drop it into digital… But for me it’s really all about the intersections, and particularly for conferences, I think the intersections are crucial to your events integrated multi channel marketing plan.

But just for fun and in honor of being in NY for the summer, I decided to apply the same thing to NY Subway system, here’s my poor mans effort:

Grand Central Station = The internet, the heart of all modern marketing. This is a web centric train map.

 Social Media is the N, Q, R and W line, crossing the whole island…

 The A, C, E line is my Event line crossing with other multiple stops. Making it fully integrated into the marketing mix.

The 4,5 and 6 Train are the digital lines. Connecting grand central and most of the other lines.

The 1, 2 and 3 train is the Advertising line, cutting right through Times Square Station, renamed Advertising Central or Billboard Station.

Path Train or the LIRR = Direct Mail line… It’s a separate system, kind of connected, and kind of old, slow, rusty etc, it still works but we all know we won’t be riding the train for much longer.

Great map, there must have been some great debates whilst putting it together – Thanks to B2B Contact Marketing for creating and sharing it. The modern landscape is difficult to navigate – Anyone got another map?

(Special thanks to Emma, unofficial Nomad Editor, for some big contributions to this post!)

IQPC Corporate Counsel Exchange™ wins Best Networking Event (via Behind the IQPC Blue Walls…)

13 07 2010

IQPC Exchange Europe attended the Conference Awards 2010 last Friday, as the Corporate Counsel Exchange™ had been shortlisted for ‘Best Networking Event’. The award is for an event which makes the greatest strides in developing the networking opportunities for delegates. We’re very pleased to report that we won this award, fighting off competition such as Informa Life Sciences and Glasgows. The judging panel, made up of industry peers, made their … Read More

via Behind the IQPC Blue Walls…

Fans for sale!

13 07 2010

Social media is all about transparency and authenticity, but it had to happen I suppose, an ability to buy your way in, but will people believe it?

A very social media savvy IQPC colleague and I recently had a great laugh over a spam email she received offering her 3 comprehensive plans to market on facebook, the packages includes:

  • 3,000 fans / likes in 30 days guaranteed w/comments & activity
  • 10,000 fans / likes in 120 days guaranteed w/comments & activity
  • 50,000 fans / likes in 364 days guaranteed w/comments & activity

I love that it’s scalable, it’s cheap ($450) and better still we can even pay using pay pal!

And here we were trying to build some authenticity and reputation in niche B2B communities when we could have just bought 50,000 fans. Now that’s probably enough fans to fill a stadium (or exhibition hall). But as Seth points out here, beware of false idols.

As the John, Paul, George and Ringo once said “Money can’t buy you love” – none of these bought “fans” are going to turn into paying customers and none of them are the key influencers whose support really counts for something.

As everything trends towards zero, should we look for the fast way out, should we buy some fans, should we look for the quick win? It was using the quick way that got us here in the first place. It’s time to focus on truly differentiating your event (in format and message), building a high relevant content marketing strategy, developing a community and adding more value than you can capture! It’s never been easier, all the tools are at hand, just need to make that paradigm shift, no short cuts, just more hard work.