BrandChannel.com has an interesting article, "Brand Darwinism: When & Why Brands Falter & Die."
In my e-book, "How to Build and Manage Your Brand (in Sickness and in Health" I talk about signs that a brand is starting to die and then discuss ways to kill an ailing brand when that is the right decision to make. Sometimes the promises that brands make no longer continue to be relevant and sometimes no longer resonate in the marketplace and these are possible signs that it is time to kill or retire a brand.
On the other hand, I'm currently reading a review copy a new book (set to be released in January, 2009), "Brand Immortality" that argues that brands don't have to die that their attributes can be transferred to new products in new categories such that the brands can effectively live forever even though the categories in which they started might die or change.
What do you think? Are all brands destined for certain death because they are 'living organisms?'
Tuesday, December 23, 2008
Monday, December 08, 2008
Fundamentals of Social Media Marketing Strategy
Lee Odden, one of the leading marketing bloggers in the country, posted a great entry about the fundamentals of social media marketing.
Among some of his advice is a caution that the control of your brand and message is largely out of your control and under the control of consumers. If you want to influence it (or even decide if trying to influence it is a good idea), then it pays to get to know the dynamics and rules, both written and unwritten, of the medium.
It is a great article worth your time if you have a potential interest in using social networks as marketing vehicles.
Saturday, December 06, 2008
6 Myths of Social Media Marketing
6 Myths of Social Media Marketing
By Dave Carleton
Social Media Myth #1 - Social Sites Are Just For Teenagers
Nothing could be further from the truth. While there are some sites like MySpace and others that were originally created to cater exclusively to teenagers, many of them are now attracting older participants.
And although there are literally thousands of social sites out there today, once you determine the goals and objectives of your social media efforts, you'll be able to narrow down the list to a select few that will concentrate on your target market.
Social Media Myth #2 - Social Media is Just a Fad
When the Internet first arrived on the scene, it was all about providing information and selling "stuff". And while that is still a large part, Web 2.0 is all about users interacting with each other and consumer generated content.
When 6 out the top 10 websites in the world are social sites and they are getting 1 billion visitors a month and growing, I guarantee this is not a fad. This is Web 2.0, the future! And the best part is, that you have the opportunity to learn about it and get involved in it while it is still relatively new.
Social Media Myth #3 - Social Strategies Are Just for Big Companies
The Internet is the great equalizer. You are what your customers and prospects see, hear and read on line. If you make great products or provide great services and you can reach the right audience through a compelling social media strategy, then your company will benefit with more exposure, higher brand awareness and of course increased sales.
My advice is not to worry about what the big boys are doing, do what you need to do to grow your business and believe me you need to be doing social media marketing. Social media is a great "guerrilla marketing" tool that you can take advantage of and start reaping the benefits from very quickly.
Social Media Myth #4 - Social Media Marketing Will Cost a Lot of Money to Implement
The good news is that creating and implementing a social media-marketing plan does not have to cost a lot of money. As a matter of fact most social media websites cost nothing to join.
Now don't get me wrong, as with anything, you'll certainly have to devote an adequate amount of time and resources to be effective, but in actual hard dollars and cents, your investment can be quite minimal.
Social Media Myth #5 - Social Media Marketing is Primarily Used for Finding Friends and Sharing Video and Photos
While YouTube, Flickr, Facebook and other similar sites are indeed used to find friends and share experiences, photos and videos, many savvy marketers are finding that they can connect with groups, users, fans and enthusiasts.
How? By providing free information that members might find useful or enhance their experiences. These types of sites should not be overlooked as a way to open 2-way dialogs with your target market
Social Media Myth #6 - You Have to be a Marketing Whiz or Computer Geek to Effectively Use Social Media
Once again, not true. If you can surf the Internet, buy a book on Amazon and read blogs, you have the skills needed to benefit from social media. Frankly, the most important thing you need to help your company get involved in social media marketing is the desire to learn and the time to implement some very basic ideas and strategies.
Now, are there more advanced features on some of these sites? Sure, but even those can be applied by just asking current users or reading instructions that many of the sites themselves provide. I'm telling you, this is not rocket science!
To learn more about social media marketing go to http://www.IncreaseSalesWithSocialMedia.com
As President of Street Smart Sales and Marketing, David Carleton has developed sales, marketing and training programs that have helped hundreds of businesses in 30 countries around the world generate leads, increase sales and enhance their overall marketing effectiveness. He specializes in lead generation and social media marketing strategies using unique low cost guerrilla marketing techniques. To download your Free Report "Why Your Marketing Doesn't Work and What to Do About it" visit http://www.StreetSmartSalesAndMarketing.com
Article Source: http://EzineArticles.com/?expert=Dave_Carleton http://EzineArticles.com/?6-Myths-of-Social-Media-Marketing&id=1690471
By Dave Carleton
Social Media Myth #1 - Social Sites Are Just For Teenagers
Nothing could be further from the truth. While there are some sites like MySpace and others that were originally created to cater exclusively to teenagers, many of them are now attracting older participants.
And although there are literally thousands of social sites out there today, once you determine the goals and objectives of your social media efforts, you'll be able to narrow down the list to a select few that will concentrate on your target market.
Social Media Myth #2 - Social Media is Just a Fad
When the Internet first arrived on the scene, it was all about providing information and selling "stuff". And while that is still a large part, Web 2.0 is all about users interacting with each other and consumer generated content.
When 6 out the top 10 websites in the world are social sites and they are getting 1 billion visitors a month and growing, I guarantee this is not a fad. This is Web 2.0, the future! And the best part is, that you have the opportunity to learn about it and get involved in it while it is still relatively new.
Social Media Myth #3 - Social Strategies Are Just for Big Companies
The Internet is the great equalizer. You are what your customers and prospects see, hear and read on line. If you make great products or provide great services and you can reach the right audience through a compelling social media strategy, then your company will benefit with more exposure, higher brand awareness and of course increased sales.
My advice is not to worry about what the big boys are doing, do what you need to do to grow your business and believe me you need to be doing social media marketing. Social media is a great "guerrilla marketing" tool that you can take advantage of and start reaping the benefits from very quickly.
Social Media Myth #4 - Social Media Marketing Will Cost a Lot of Money to Implement
The good news is that creating and implementing a social media-marketing plan does not have to cost a lot of money. As a matter of fact most social media websites cost nothing to join.
Now don't get me wrong, as with anything, you'll certainly have to devote an adequate amount of time and resources to be effective, but in actual hard dollars and cents, your investment can be quite minimal.
Social Media Myth #5 - Social Media Marketing is Primarily Used for Finding Friends and Sharing Video and Photos
While YouTube, Flickr, Facebook and other similar sites are indeed used to find friends and share experiences, photos and videos, many savvy marketers are finding that they can connect with groups, users, fans and enthusiasts.
How? By providing free information that members might find useful or enhance their experiences. These types of sites should not be overlooked as a way to open 2-way dialogs with your target market
Social Media Myth #6 - You Have to be a Marketing Whiz or Computer Geek to Effectively Use Social Media
Once again, not true. If you can surf the Internet, buy a book on Amazon and read blogs, you have the skills needed to benefit from social media. Frankly, the most important thing you need to help your company get involved in social media marketing is the desire to learn and the time to implement some very basic ideas and strategies.
Now, are there more advanced features on some of these sites? Sure, but even those can be applied by just asking current users or reading instructions that many of the sites themselves provide. I'm telling you, this is not rocket science!
To learn more about social media marketing go to http://www.IncreaseSalesWithSocialMedia.com
As President of Street Smart Sales and Marketing, David Carleton has developed sales, marketing and training programs that have helped hundreds of businesses in 30 countries around the world generate leads, increase sales and enhance their overall marketing effectiveness. He specializes in lead generation and social media marketing strategies using unique low cost guerrilla marketing techniques. To download your Free Report "Why Your Marketing Doesn't Work and What to Do About it" visit http://www.StreetSmartSalesAndMarketing.com
Article Source: http://EzineArticles.com/?expert=Dave_Carleton http://EzineArticles.com/?6-Myths-of-Social-Media-Marketing&id=1690471
Monday, December 01, 2008
The good old product demonstration goes viral
I just have to hand it to the folks at Blendtec for reminding us how some of the tried and true sales methods are still some of the best.
Watch this short interview that describes how Blendtec was able to take a good old fashioned product demonstration and put a modern twist on it by shooting some videos and posting them on YouTube. They even created their own website, www.WillItBlend.com, that has been a huge viral hit and has enabled this brand of blenders to soar in terms of sales.
Never underestimate the power of putting a modern twist on an old yet proven selling tactic.
Ah, now that's refreshing!
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