Jun 14, 2013 | Branding, Marketing, retail, Sales, Social Media
What will happen when facial recognition is good enough to recognise a person walking into a retail shop, and convey to a device that persons purchase history, returns, sizes, social media mentions and links, and all the rich data that can be collected. The opportunities to use this sort of marketing data integration are limited only by your imagination.
This is just a step away, probably closer even than that, the speed of development of software applications has been amazing.
Next time you walk into a shop, the assistant just may greet you with asking how the function you bought the blue dress for 2 months ago went, or inform you that they have just one left of a belt that would be a great match to the shoes you bought in February, and on it can go……
The real human challenge will be engaging your customers using all this information without being stilted or “creepy”, not a good outcome.
George Orwell is alive and well.
P.S. August 20, 2013.
Tom Fishburne, a favourite commentator on marketing who uses incisive cartoons to make his point posted this cartoon this morning, with the link to the Minority report clip that makes my point above way better than I did. Great stuff Tom.
Jun 10, 2013 | Branding, Customers, Marketing, Small business
Most customers could not give a rats arse about your vision, values, your customer value proposition, and all the other stuff highly paid consultants rant on about (obviously not me).
What they do care about are the little things, the ones that affect them.
I bank with the same bank I have since they were the only ones who would lend me money for a house 35 years ago, and have just not bothered to change, I usually buy the one brand or petrol, not because it makes the car run any better, but because they are around the corner, and the restaurant I go to most is a little suburban French place that does seasonal vegetables in an ever changing vinaigrette as a side. I love it.
I used to always buy my books (yes, I still buy real books) at the same bookshop where one of the staff seemed to be able to read everything that came through the door, and was able to steer me towards stuff I might like with considerable accuracy. Now however, the store owner is cutting costs, staff has been reduced, and the recommendations of the 15 year old casuals are just not up to the mark.
So, before you spend all that money on the marketing consultants with the new bag of clichés, and web enabled tricks, exercise a bit of common sense and consider the small things, why people come to you, why they choose you instead of the place down the road or over the web, how do you deliver value to them, and what keeps them coming back.
It helps to ask, most people are happy to answer honestly, and the simple fact that you care enough to ask is valued.
Jun 6, 2013 | Branding, Demand chains, Innovation, Marketing, Small business
Coles limited engagement in an “anti factory farming” campaign is indicative of the strategic and marketing tightrope the food industry in this country is walking.
On the one hand we have an effective duopoly of FMCG retailing exercising their power to increase their returns to shareholders, and service their customers by both maximising margin and minimising costs. A core part of this strategy is to absorb the proprietary brand margin by aggressively allocating shelf space to housebrand products that are just globally sourced copies of the proprietary Australian products.
On the other hand we have an Australian dollar that has effectively given a 50% price subsidy to the international competitors to the Australian supply chain, at a time when all other domestically sourced input and overhead costs from labour, power, various rates and taxes, freight, and risk costs have all increased substantially. Double whammy!
An added complication is often that the (usually young) buyers in the retailers take the “fast moving” part of the FMCG literally, and fail to recognise the time and investment often required to reflect even a minor change in their product specifications through the supply chain. The consumer end may be fast moving, but when it takes 7 years to mature a fruit tree, and many generations of animals to reflect spec change in the end product, it can be anything but fast moving.
Now Coles have, quite legitimately, moved to build a sort of “animal provenance” into their produce supply chains, as a competitive positioning strategy against Woolworths, increasing the costs of their suppliers, as well as requiring added investment by suppliers for which they need a reasonable chance of a competitive return. This is at the same time they have reduced consumer prices substantially (consumers have been very grateful) in some markets like milk. Whilst Coles, and Woolworths who followed them, may have sacrificed a bit of margin, the supply chain has borne the brunt of it, despite some spin to the contrary.
The small guy has little chance of succeeding against these odds unless he is very smart, and does not have all his eggs in the chain basket, as just competing on the grounds dictated by the chains is a no-win choice.
There are however, strategies that can be deployed to succeed, but they require a re-engineering of the supply chain into a new beast, a Demand Chain that is driven by consumer demand, not supply, and is managed through a chain “community” where information is shared, and is agnostic in some way of the power of the big chains.
Having been a bit gloomy so far, it is however encouraging that the big two retailers are now differentiating themselves competitively, as consumer niches that can be accessed by agile and innovative suppliers. will evolve.
PS. Just after posting, it was announced that Simplot had put its Bathurst and Devenport plants into a wind-down for closure, and McCains had cancelled potato contracts with three big growers. if we needed more evidence of the parlous state of food processing, it just arrived.
Jun 4, 2013 | Branding, Collaboration, Communication, Leadership, Social Media
Hugh MacLeod
There are many people I would like to meet, but a special group of them are the thinkers in the “new media” space.
Brian Solis is one of them, along with Clay Shirky, Hugh McLeod, Mitch Joel, and Seth Godin. These are all people who are shaping the manner in which we perceive the explosion of connectability that is driving our lives, enterprises, and the world we live in.
A current report of the Altimeter group of which Brian is a principal is called “The evolution of Social Business: Six stages of business transformation”. The report, and embedded slideshare presentation puts a framework around the bumbling most organisations are experiencing as they grapple with the opportunities, complications and costs of social, and socialised media.
Two last guests. First, someone who does a fantastic job of curating the content and thinking that is going on, is generous enough to share it all, and who knows all of the above blokes in person as a result of that generosity, Mike Stelzner. Second, an Aussie bird, for a bit of balance to the testosterone, and an alternative way of looking at things, Bernadette Jiwa.
What a truly great dinner group, the conversation would redefine “out of the box”, what pity I suck as a cook.
Jun 3, 2013 | Communication, Customers, Marketing, Social Media
Amongst the most common questions I get is “how do we make it viral?”
In the minds of most, “Viral” amounts to “Free” and it may be, but it costs to get there, even if the costs are often less obvious than an invoice from an ad agency.
Word of Mouth has always been the most effective form of advertising, and it still is. An endorsement from a friend or known expert, is marketing Gold. However, in the “old days” of word of mouth, you never heard what Mrs Jones said to Mrs Brown over the back fence, you just hoped you had done enough that it would be an endorsement rather than a panning, but on an individual basis, it really did not matter, so long as the balance was right.
No longer.
Word of mouth has changed into word of mouse, and the while the upside is seductive, the downside is the loss of control, and the immediacy of the impact.
You simply cannot control what is said, or the outcome of the saying, all you can do is respond, and the quicker the better, and with a healthy dose of common sense, a rare commodity it often seems.
May 29, 2013 | Branding, Customers, Marketing, Social Media
This afternoon I saw the best example of marketing I have seen in ages, a metaphor for what it takes to be successful in this crowded, commoditised world.
Two youngsters, dressed in jeans and the T-Shirt of the Cancer Council were stopping people in the street and trying to have a chat with a view to extracting a donation. Both were working hard, were well presented, earnest, spoke well, and had big welcoming grins on their faces. However, one was far more successful than the other in both successfully stopping people, engaging in a conversation, and then extracting a donation.
The less successful was approaching people with the grin, and welcoming patter, only to have most people just brush by. The second did one more very simple thing, he offered his hand, and in almost every case, it was taken, the person stopped, and a conversation started.
The automatic reaction to the simple generosity of offering a hand in welcome was almost irresistible, even to total strangers, in a situation where they knew the “bite” was coming.
Amazing.
Think about your marketing, traditional or social, do you offer the metaphoric hand? Is the follow up “conversation” sufficiently interesting that it has the chance of engaging a potential customer to the point where they will give you their business?
I think offering a hand is the original Social Media, and it still works better than anything else.
