New Marketing Checklist
Product, Pricing, Promotion, Positioning, Publicity, Packaging, Pass-along, Permission.
The new P is Purple Cow which means something Remarkable.
May like to read "Crossing the Chasm", "Unleashing the ideavirus".
Old American Success Story - Invent a product everyone wants, advertise it to the masses and make lot of money.
Author says "Aspirin was marketed and was big hit, do you think it would be the same for its peer after the brand was already established?"
The world has changed for the old success story, there are far more choices and less & less time to sort them out.
Old Rule "Create safe, ordinary products and combine them with great marketing"
New Rule "Create remarkable products that the right people seek out"
Check out "Think Small-Beetle" marketing campaign.
Yet Sergio Zyman points out that two of most popular adds of Coke "I'd like to teach the world to sing", and "Mean Joe Greene" - sold not one more bottle of Coke.
Author says - "It's safer to be risky - to fortify your desire to do truly amazing things".
Insight1 - Otis's Insight (Elevator Company) -Key in your floor on a centralized control panel. Instead of making your technology better, experiment with inviting the users to change their behavior to make the product work dramatically better.
Insight2 - If you can't imagine a future where ppl are fascinated by your product, its time to reap profit. Example Tide.
An idea becomes idea virus, it crosses the chasm and it tips.
Author says "Every consumer avoids and ignores all of them". Targetted ads are more cost-effective, yet most advertising is completely untargeted.
Note on criticism - Criticism of the project is not criticism of you. It's people who have projects that are never criticized who ultimately fail.
The greatest artists, playwrights, car designers, composers, chefs have all had significant flops - it's part of what makes their successful work great. The lesson is simple - boring always lead to failure. Boring is always the most risky strategy.
Example - Why do birds fly in formation? birds that follow have an easier path. If you watch the flock, the birds keep rotating.
In actual life risk averse business people believe they can follow some strategy, but they forget to rotate. The employees do the same thing, follow a long leader n do wht they r told to do, n then they get fired in 1000's.
"The best design solves problems, but if you can weld that to the cool factor, then you have a home run".
Idea-Explore "A tiny electronic gizmo that told you which bars, clubs and restaurants in your town were hot and what was playing".
What could happen if you gave the marketing budget for your next three products to the designers?
The opposite of remarkable is very good.
Otaku describes something thats more than hobby but a little less than obsession. Otaku is heart of purple cow.
Haagen Dazs Shop - Tip for business "If you have any comments at all about the store, please call me at home".
"A camel is a horse designed by a committee", lol. If someone in your organization is charged with creating a new purple cow, leave them alone.
L.L. Bean can sell mail-order clothes to people who don't trust mail order. Take a pair of pants, light them on fire, send in the ashes, and L.L. Bean will refund your money.
Tip for business - Copy. Not from the industry, but from any other industry.
Overall the book was fine read, n the concept that I take out of book is "Saf is too be risky".
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