Marketing
Paper Bag Bandits
Did you hear about the rather lucrative printer cartridge deal?
The highlight for me was the public servant who:
‘… bought enough black toner cartridges to supply the government department for 40 years — despite toner cartridges expiring after two years.’
As my taxes paid this person’s salary, I felt encouraged by her initiative and commitment.
Then I wondered [...]
Paper Runs
I must get a proper NO JUNK MAIL sign.
Each time my home-made one falls off, I have a Brazil moment.
Someone, somewhere, must benefit from this bumf.
But who?!
Client companies?
Ad agencies?
Graphic designers?
Printers?
Paper mills?
Plantation foresters?
Walkers?
Dogs?
Customers?
Australia Post?
Certainly not me. How about you?
Do you like receiving unsolicited print advertising?
Is (or was) it part of your business marketing mix?
Captive Audience
Keep Australia [...]
Making Stuff Up
We’ve seen how business strap lines can become part of mainstream culture.
How about words?
Hoover, Xerox and Google all went from brand names to generic English terms.
Can we give our brands a similar boost?
Word Up
In almost every book he writes, Seth Godin either invents or takes control of another term, from permission marketing to purple cow [...]
Sour Cream & the Metagame
We can reasonably describe business as a game.
There are certainly winners and losers.
Gaming is an important analogy.
These days, it’s not enough to merely play the game.
Because chances are, your customers are playing the metagame.
What’s the Metagame?
The metagame comprises all out-of-game elements that affect in-game decisions.
You’re playing the metagame if:
Having learnt from past poker nights [...]
Strap Yourself In!
The ripping response to our elevator pitch debate got me thinking of an even shorter (yet possibly more important) business branding element.
The strap line.
Also called the tag, tag line, end line, slogan and motto, this is a short, memorable phrase designed to connect consumers with a product, campaign or organisation. (Once again, Wikipedia nails it.)
For [...]
Elevate My Mind
Going … Going …
In response to my recent topic struggle, Naomi kindly offered some suggestions.
Top of her list was: Elevator Pitch.
As someone who avoids cities, buildings, elevators, people, hands, eyes and conversations, I’m not the best possible ambassador for this important business tool.
This, however, creates a magnificent opportunity for you to step in.
Definition
Wikipedia’s (Empire-abridged) [...]
What Does Exclusive Mean?
Not with those shoes!
As we’ve gathered a galaxy of brilliant brains to this blog, there’s something I wish to ask.
Something that’s been bugging me for decades:
Does exclusive actually mean anything in business?
I’m not sure it does.
A Lot of it about
Google yields 0.9 billion results for exclusive. That’s thrice more than for bread.
It’s obvious exclusive [...]
The Pud is in the Proofing
The writing’s on the wall.
When it comes to good English, there are two schools:
It’s a load of useless nit picking.
It’s utterly vital.
When it comes to good English in business, I have one thought:
Get it right, or else.
It’s not just me who thinks this. Check these quotes:
I’m not going to apply for a company that [...]
The $30,000 Horse
Information → Power → Money → Time → Freedom → Joy
(Click pic to enlarge.)
Our Judy Oldmeadow is going great guns with her dream to breed the world’s finest Morgan horses.
Last time I visited her farm, I asked what her financial goal was.
It took a while to extract, but we got there.
She wants $30K [...]
Thy Will Be Done!
Have your muesli and eat it too!
Our Flip Shelton just had a HUGE win with her new all-Australian breakfast range.
And all we had to do was ask.
This good news story proves it’s possible to change a system from without.
Which is very good news for you.
Made to Measure
Flip said to me:
I’d love your thoughts on [...]
