Jan 24, 2025 | AI, Marketing
Close your eyes.
Now think of the sound that happens when you open Netflix or HBO, the cello riff at the opening of Game of Thrones, the McDonalds ‘ba dada boop ba’ that ends every ad.
You can ‘hear’ them in your mind, they are an unambiguous reminder of what you are about to see and hear.
Think now of a song that meant something important to you when you were growing up. All you need are the opening bars of the music.
Can you feel the emotion that memory brings?
We humans are very tuned in to music (apologies for the poor pun). Somehow is sticks in our brain, and opens a door to our memories, emotions, and situations.
How would you like to have a sound that to your customers, wider networks, and those who have a casual acquaintance with your brand, brings your value proposition straight into their brain?
In the past that marketing luxury has been the territory of large companies with large marketing budgets. You had to pay songwriters, musicians, pay royalties, hire studios, session singers, or even celebrities.
All very expensive and time consuming.
Not now.
Now you can do it in a few hours at most with an AI tool (CHAT, Claude, Gemini, et al) that will write lyrics for you, and another tool to deliver you the sounds to order. Want your lyrics to be performed in the genre of country, pop, hip-hop, metal, whatever, tell the tool, and it will deliver. It will take some iterations, and prompting can be a challenge as music is much less specific than prompting using text., but you can get there.
There are several AI sound generators. Suno.ai is the tool of choice of a mate who has experimented with several, and which I found to be amazing, but there are others.
Want that sonic brand identifier?
It is now easily within your reach.
Jan 17, 2025 | Analytics, Branding, Marketing, Strategy
Small improvements in average price drive large improvements in profitability.
Do the numbers.
The normal expectation in consumer markets is that volumes will increase when you promote. Usually they do, but that period is usually followed by a period of lower volume, as what you have done is pull volume forward. This gives those who would have bought at the full price a discount, and rewards those who only buy on price, but who will move on next time to the cheapest on the day.
Brand equity flattens the peaks and troughs of price driven demand, reducing the volatility of price driven volume.
A reduction in the volumes driven by price alone, and an upward to the right movement in average prices paid, act together to drive profitability.
The challenge is to be in sufficient control of your distribution to be able to manage the balance of price based promotional activity often demanded by distribution channels, and investment in brand equity held by the end consumer.
In Australia, the power of the supermarket duopoly together with poor management of that balance by weak minded and brand equity unaware management has resulted in the brand equity of most consumer brands being trashed by supermarkets. It has been replaced by cyclic price promotions, with mandatory participation if distribution is to be maintained.
One of the great missed opportunities to build and leverage brand equity (in my opinion anyway) is the use years ago of Al Pacino by Vittoria coffee.
I have no idea how long the campaign went, or how much they spent, but I clearly remember seeing the ad on TV, and on posters in coffee shops around Sydney. I still buy Vittoria coffee as my preferred coffee, but have been ‘trained’ and rarely need to buy it at the full price of close to $40/kilo, when it is ‘on promotion’ regularly at between $20 and $25. I drink a lot of coffee, so the low price is a pantry stock opportunity.
Unless I am highly unusual, Vittoria has missed out on many millions of dollars of profit over the decade. Heavens, they miss out on several hundred a year just from me!
The potential power of human emotion on the purchase choices they make is huge.
Most fail to leverage it to its fullest extent.
The campaign for Meadow Lea margarine that ran from about 1977 to the mid-eighties is another example. ‘You ought to be congratulated’ not only drove the brand to massive market share leadership at an average price that was a premium to its natural competitors, but it also drove the size of the whole market.
When the dopes who took over the brand failed to recognise the dynamics, and cut advertising, while bowing to retailer pressure, the brand shrunk like a balloon with a slow leak.
Nearly 40 years on, the ‘you ought to be congratulated’ positioning may retain enough equity to be revived. Similarly, I am sure Al Pacino still drinks coffee every day, but may now be a very expensive spokesman.
Maybe not. Worth a try?
Jan 15, 2025 | Communication, Marketing, Small business, Strategy
A few days ago I turned 73. Well past any reasonable retirement age, but I cannot see myself as retired. While there is not the same pressure of past years, the thought of playing golf and going to lunch a lot does little for me.
In late November last year, WordPress cut off the basic numbers that had been supplied about readership of this blog. I could no longer see which posts had been opened, how many times, and the country and source of the opener. It had been a free part of the site for the whole 15 years of the blog, and I did look at it, and once a year, do a superficial analysis of it in a post, referring to the most popular posts, but that is all I did.
It was a curiosity for me to see which post performed best, but the numbers are tiny, ridiculous in any commercial context. However, I did nothing with that information.
In contrast to my advice to all my clients, I did not bother to look at the also free Google Analytics. I stopped that some time ago when I realised I was spending time looking, and doing nothing with the conclusions.
Equally, I have made no effort to ‘monetise’ the blog, rarely touting for business, no ads, no affiliate links, none of the obvious things I knew I could do to generate some cash.
When I started the objective was to use it as a lead engine for my one man strategy consulting business, but that did not last. Rapidly I realised it was way more personal, self-indulgent, even selfish than that. I did not really care who read it, although gratified to know a few did, The purpose had become to order my own thinking, be creative in the way I thought about things, and to sate my curiosity.
Back to the numbers. My initial annoyance with WordPress, dissolved, Who cares, I don’t. The metrics did not matter to me, beyond some level of vanity, as I did not use them. Their absence for the past 6 weeks has not altered my ‘scribbling habit’ at all, a habit that like any deeply held habit is very hard to break, and why bother, it adds value to my life, and if it adds value to anyone else, that is a bonus.
We live in a world of numbers.
If it cannot be counted, it does not matter sayeth the consultant, I have said it many times, while knowing the truth of Einsteins utterance that ‘Not everything that matters can be counted, while not everything that can be counted matters’.
Rarely do I see myself as a writer. Occasionally, when someone compliments me on post, I feel that maybe I am, but I see myself as a scribbler, one who feels compelled to write stuff down in order to make sense of it, to coalesce the conflicting information and emotion banging around in my brain. The act of writing is what is important, not what comes after. Therefore why should I be annoyed that WordPress has demanded I pay for some numbers that may appeal to vanity, but I do not use.
Stick your numbers up your arse WordPress. I will scribble on regardless, and reconsider GA.
Have a great 2025.
Dec 13, 2024 | Communication, Marketing, Social Media
It’s never been easier to reach potential customers, yet the reality is that most outreach efforts are being ignored. Digital tools have flooded inboxes with a tsunami of generic, unsolicited messages. Once, nearly everything got opened — now, email open rates are as low as junk mail rates.
We are all increasingly wary of scams, which feed the above
Cold calling by phone is similarly suffering.
I would get two or three cold calls a day, none of which get a response beyond a blocking of the caller number.
Text messaging is going the same way, rapidly.
The vital question for marketers is obviously how do you break through this barrier of denial.
Here are four suggestions.
Quality personalised content. This takes time, money, but most particularly intimate understanding of the behavior and competitive context of your defined best customer prospects.
Relevance and timing. Focus on the most relevant communication channel and be very sensitive to the business cycles that impact your best customer prospects. Failure to do both will mean your message will be just another piece of auto-generated blurb.
Authenticity: This is a much used and overused term. Nevertheless, standing out by being real, transparent, and trustworthy in a sea of automated noise is essential.
Value driven engagement. Another of those overused cliches is ‘engagement’. However, it is a cliché for a reason. Providing immediate, clear value in every interaction through the conversion process, building trust at every stage is essential. Your prospect must see the value that makes it worthwhile to move a further stage through the conversion process.
Refining these strategies by continuously testing and improving them will give you the edge over mass produced blurb in the crowded to overflowing inbox facing your prospects every morning.
While this is easy to say, and write in a blog post, it is very hard to do. You need an expert, to direct the process.
Dec 9, 2024 | Communication, Management
From time-to-time leaders and managers must deliver bad news.
Delivering bad news is one of the most stress inducing actions any manager and leader must undertake from time to time.
My technique over the years has been what I call ‘delivering a Sh*t sandwich’.
The bad news sandwiched between two pieces of better news.
For example:
‘Sales are going well and are above budget’.
‘Sales in your area are poor, your colleagues are carrying your short-comings and are becoming very tired of that’.
‘We are sending you to the ‘Harvard improve your sales skills course’ next month hoping it will help you improve.’
This generally works quite well.
The alternative as demonstrated by the following story I found from an anonymous source, is to deliver some outrageous and imaginary really bad news, which then makes your bad news seem like a huge relief in comparison.
“Dear Mom and Dad
I’ve dropped out of school. Bob and I have moved to Alaska. His penal officer has found him a job, and we live above the gas station where he pumps gas. The doctor says my pregnancy is coming along as well as can be expected.
Love,
Jane
P.S. There’s no Bob, I’m not pregnant, and I didn’t drop out of school. But I got a D in chemistry. I just wanted you to read this with the right perspective.”
Note: this last technique also works in reverse.
Rolls Royce no longer display their cars at auto shows. In that environment, they are hugely expensive vehicles, with many very good, and much cheaper alternatives. Instead, they now display at air and boat shows, where by comparison, a Roller is pocket change.
Nov 22, 2024 | Branding, Marketing, Strategy
Brands are not built by superficial ‘Brand-building’ marketing activity. Ever.
They are built by doing hundreds of small things that matter to customers and those who aspire to be customers, well, time after time, after time. In this way, customers learn to trust the performance and value delivered. Then they become apostles for the brand amongst their friends and acquaintances who might similarly benefit.
The brand becomes much more than a label with a product attached. It holds a ‘Position’ in the mind of those who have truly consumed the whole experience.
Advertising is simply a reminder of what they already know and understand.
From time to time, a brand building ad comes along that tweaks the understanding of what is possible. Such an ad builds on the foundation, and perhaps adjusts it a bit in a desired direction. However, it remains an adjustment, a ‘refresh’, a polishing of the emotional response of adherents to reflect the evolution of circumstances.
Radically changing the foundation is a short road to oblivion.
As a young bloke, a long time ago now, I lusted after an XK150. The body design, feeling of success and freedom, and the snarl coming from that exquisite straight six designed in the 40’s and lasting well into the 70’s as the pinnacle of engineering was utterly seductive. That lust was never totally replaced by a similar lust for its genetic descendant, the E-Type, but it came very close.
Even now, 65 years later, that visceral pull of ‘Jaguar’ remains.
It is undimmed by time and the rubbish cars produced as Jaguar was handed around, owner to owner, like a parcel with frayed wrapping, at a kids birthday party.
Has this latest iteration to the Jaguar brand finally killed the goose?
My kids, and grandchildren have no connection at all with Jag. As my peers who did have that connection drop off the perch, any remaining brand equity from those glory days will die with them.
What a waste.
Mark Ritson in his column on the rebranding (death?) of Jaguar put the blind stupidity of the urge to ignore heritage better than I ever could.
It is possible that the visceral connection felt by some could be rebuilt from the crumbling foundations of Jaguar of the 50’s, and 60’s?
I suspect so, but that is from the perspective of someone in the thrall of that connection.
What would I have given to have been asked to contribute to the rebuilding of an icon of my youth. The effort may not have been successful, but I guarantee it would not have killed it off as comprehensively as this deluded nonsense now assaulting us will.
