Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Wednesday, February 12, 2014

Why America Pioneered Marketing And Invented The IPAD

Ever wondered why the US leads the the way in PR, advertising and marketing? 

And why it is that Americans pioneered the great communications breakthroughs of the past 100 years?   Radio, TV, the Internet, smart devices, Google, Twitter, Facebook.  The list goes on goes on and on.

One simple but rarely mentioned reason could be that Americans love to chat, and two events this past week illustrate this. 

Jay Leno, the all American TV compere, retired last Thursday.   I did not know much about Jay.  His 22 years of TV never crossed the Pacific to Australia. Yet judging by the goodwill surrounding his farewell Jay was successful and popular. He could tell a joke and gently encourage his guests to share their stories with the rest of America. He made a career out of talking.  In a country which invented the talk show host Jay leaves as one of the best. 

A couple of days after Jay left TV, I met Jeff, someone else who enjoys a chat. 

On Saturday my wife Barbara and I were visiting historic Wethersfield in Connecticut.  We love the colonial architecture of New England which is so different from Australia. Walking down Wethersfield’s main street we ended at The Cove, a large frozen over section of the Connecticut River. Small groups huddled against the cold and were ice fishing.

I have never seen ice fishing so I ventured onto the ice to take a look. I came across Jeff who has fished The Cove for 30 years.  After a brief introduction he showed off his equipment, displayed his skills and explained why ice fishing is his preferred way to spend a Saturday in winter.  It was a free and easy (and for me an informative) exchange between two strangers.   

Americans love talking.  Whether it is watching Jay or talking to Jeff it is easy to be part of America's conversations.  The British are reserved, Parisians may demand you speak French and Australians often hold back until they know you better. By comparison Americans enthusiastically share their thoughts ... and conversations in America are easy to find. 

Wait in line at a grocery store and someone will start bantering about the weather, the price of eggs or why their team won or lost their last game. In a bar on any Main Street in America you stand beside a stranger and within minutes the two of you quickly work out your common connections through family, work or even going back to school days

Perhaps Americans are the most talkative when it comes to eating. Conversations start early and flow smoothly across the nation's restaurants, cafes and diners.  The waiter introduces himself or herself when you arrive and then patrols back and forth throughout the meal checking on your progress.  Patrons who overhear a snippet of your conversation will chip in, offering directions, advising what sights you should see or proclaiming who should win in the upcoming Oscars.  

We should all value that Americans love to chat.  Perhaps their love of talk is the real reason the great communications technologies and disciplines of the past century all bear the stamp made in the USA.

Thursday, January 23, 2014

Strut Your Stuff Gold Quill Style

Last year Canberra communicators created some outstanding content marketing campaigns so how should we recognise that Aussie excellence?  

It's time to enter the IABC’s 2014 Gold Quill Awards which celebrate the best of the best communications and marketing practices from around the world. Entering the Awards can bring international acclaim to a local campaign success.   

Winning a Gold Quill boosts your resume, earns global recognition for your team and is a source of personal pride in your accomplishments.

Entries close on 10 March 2014 so start today by visiting IABC.

Tuesday, December 3, 2013

Story Telling in 2014

Perhaps Gary Vayerchuk is a bit over the top in his presentations on marketing.  

But Gary's presentation has nailed the need for storytelling (and at the same time promoted  his book.)   

It will give you some ideas so it is worth reviewing it. 

Search for it on Slideshare.


Sunday, August 18, 2013

Australia Is Ready For Content Marketing

We're super connected, everyone is now a publisher, we're busy and trust levels are low.  So it's time for a new approach to communicating as Australians move from mass audience to  niche communities. 

(Summary of a recent address by Contentgroup's David Pembroke and myself at the National Press Club in Canberra.)

Friday, August 9, 2013

Little Marketing in People Smuggler Campaign

Pity the Government marketers saddled with an expensive mass media campaign to reach such very small numbers. 

They must be scratching their heads and cursing the backroom operatives who dreamed up this campaign to 'win votes rather than stop boats' 

For several weeks ads like this have been appearing in Australian newspapers and broadcast on radio.

They support a recent change to the Australian Government's asylum seeker policies.  From 20 July unauthorised boat arrivals will no longer be settled in Australia but sent to Papua New Guinea or Nauru where their refugee claims will be determined.

Fierce criticism has sprung up about the ads in recent days. The Opposition claims they breach Election caretaker conventions which stipulate what governments can and cannot do once a poll is called.  

Bipartisan agreement is needed when communications campaigns run during an Election period. And in this case there is no such agreement.

The people smuggling ad spend is rumored is be around $30m, a hefty sum for the cash strapped government agency managing this campaign and which has probably struggled all year with its marketing budget.  

There is no issue with ads targeted at environments likely to reach people smugglers overseas or their collaborators in Australia.  I would have thought these audiences are tiny, and already known to the Intelligence services - or at least they should be. 

But how many people smugglers or their accomplices live, for example in Canberra or Sydney, where full page ads are regularly appearing in the metropolitan press. 

Why spend tens of millions of dollars for a mass audience campaign to reach a small handful of people here in Australia and overseas?  The Commonwealth must have other, far less expensive communications tools to send a stern message to these criminal elements?

Thursday, August 1, 2013

Content Marketing Is Like a Bullet Train

Stop, go, pause.  Stop, go, pause.

Traditional marketing and most PR moves from one campaign to the next. You plan, implement, await  results, adjust and start over again.  

These traditional approaches are like a milk train chugging from point to point, stopping at all stations along the way.  The journey is slow and steady.  There is lots of shunting and grunting with station masters along the way putting themselves between you and your customers. The passengers continually hop on and off.

Content marketing on the other hand is more like a hi-speed inter-city bullet train. You step aboard for a journey with few planned stops until you reach your destination.  

There are no third parties between crew and passengers, and hopefully the passing scenery (your content) is so engaging your travelers enjoy the journey with time and kilometres flying by.

Related post:  Content marketing: why now?

Saturday, July 13, 2013

4 Reasons To Outsource Content Creation

Peter Yorke is among India's most experienced communicators
Content marketing may be new to Australia but elsewhere it is more established. Take India for example.

My friend Peter Yorke runs a very successful content marketing agency in Bangalore India.  We recently spoke about why a company might want outside help to implement a content management strategy.  

Peter has been helping Indian B2B companies - mainly in the tech space - develop and share content with customers and others. He has been doing this for nearly five years and has come the conclusion that outsourcing content creation and strategy carries distinct benefits.
  • Firstly, outsourcing provides flexibility.  It lets companies scale their content creation activity up or down depending on their budget or what's happening operationally. And  it can provide the surge capacity if serendipity delivers an opportunity too good to miss.
  • Contracting content creation guarantees customer service levels.  You're paying for a content asset (piece of work) tailored specifically for your audience.  Being a commercial arrangement you can be confident it  will come in on time and within budget, making things more predictable than relying on internal staff who, let's be honest, are often diverted off to other priorities.
  •  An outside agency brings a fresh set of eyes to your operations.  They can spot a good case study for online publication or turn up a story to round out a speech although it's been sitting under the noses of staff for some time.
And finally, Peter points out that content marketing is still so new, CEOs just may not have the in-house talent to start up a content marketing strategy. 

What do you think?  If content marketing is all about relationships should you keep it firmly in-house? 

Listen to how Peter uses content marketing templates to guide staff and help clients. 

Friday, May 3, 2013

State of Social Media in the Australian Public Service

This is a summary of a presentation by author and academic Greg Jericho on the state of social media in the Australian Public Service.  Given to a Canberra IABC on 29 April 2013.  Good insights.

Monday, April 8, 2013

Gold Quill Judging Looks At World's Best

This weekend I helped judge the 2013 Gold Quill award entries in Melbourne.

I always learn so much from the experience and it's the one of the highlights of my year as a communicator.