Category Archives: Marketing Strategy

Supermarket Champagne and How Quick Win is Not Always Beneficial for Your Brand

For a person coming from Finland where you only can buy wines from government-run monopoly even seeing wines in supermarket is somewhat mind-boggling. However where I advocate liberal policies, being too accessible might not be that wise strategy if you want to be regarded as premium luxury brand.

In the case of G.H. Mumm the genie is out of the bottle (no pun intented) and it has definitely positioned itself as a mainstream champagne. However even for supermarket champagne this promotion is just plain ridiculous:

gh_mumm

Taking picture of receipts?

Sending messages to dubious WhatsApp numbers?

How low will your brand go?

To me if you want to be perceived luxury you should not even be having promotions or discounts. But even if having promotion you could create a better and more luxurious experience, maybe a nice landing page or if you want to use messenger apps: a chatbot.

Brands are after quick wins and forget that those actions will deteriorate the brand on the long run.

(Some smartass might ask why I bought the bottle in the first place, which is a valid question. In this case, the wacky promotion did not stop me from buying the product (but it was close). I just ignored the promotion) 

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The Age of Assistant: The More Personalized and Predictive Internet

starwars

We are entering the age of assistants, they just reside in our mobile phones.

Internet used to be about destinations. Typing in URL. Searching for something you need in Google and then following that search result to the rabbit hole of different sites. Clicking on banner ads and going to the websites from those banners.

That age is soon long gone.

Although majority of firms are still basing their digital strategies on destination approach, we have already moved to the age of assistant. Internet will become more personalized, predictive and the same time it will become more even more centralized. Our communications will start revolving around our messenger app (mainly WhatsApp), our information gathering will happen in Google app (increasingly through voice) and our buying will start to focus (again increasingly more through voice). Every brand needs to become better in predicting user behavior to provide more personal service:

  1. Prediction will trump the destination approach

When I have booked a flight, Google will automatically say to me to check-in, take a taxi and arrive on time. I am not going willingly to websites of either my airline, the airport or taxi company. The whole journey is prompted by the assistance of Google and I am happy for it. Our digital properties must be able to work in conjunction with this new assistant ecosystem. We need to balance between positive surprise (“How did they know that? So cool!”) and slightly creepy  (“How did they know that?” So scary!).

  1. People want the service in their own personal way

Chatbots have just scratched the surface of conversational commerce. We want to order pizza with emojis. Get song recommendations based on the context (“Hey Google, play that new theme from James Bond”). While the world will become more voice and message-driven, the transactions will become more personal and conversational. We must revamp our service process and lingo, so that we are able to serve our consumers in way that is intuitive for them.

The future of your digital business will be revolving around consumer data. The more you can have it, the better you can predict the behavior and more personal service you can give. We are entering the age of assistant and the best butler will rule them all.

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Why You Should Not Read This Post

Did I catch your attention?

I thought so.

In his great book ”Originals”*, Adam Grant shares story of how Babble (online parenting magazine and blog network) pitched to Disney. Rufus Griscom started his presentation by listing five reasons why Disney should not buy them. Surprisingly (or not) Disney bought Babble with 40M.

Why this counterintuitive sales tactic is actually really smart?

  1. You don´t do hard sell

Too many times when I listen to pitches, the people sound like used car salesman and are bombarding you with too many reasons to buy. That makes you sound insecure. There is a thin line between passionate and desperate. Confident salesman does not need to push.

Often times entrepreneurs who get the most investment are actually the ones who are the least enthusiastic.
– Adam Grant

  1. You anticipate their biggest concerns.

Investors are always thinking about potential challenges with their investment. When you address the concerns in the beginning you don´t need to sell your best parts so hard.

If he’s confident enough that the company is high quality that he’s willing to talk about its weaknesses, it must have some strength.

– Adam Grant

  1. You catch the attention immediately.

How many time you have been in sales pitch that follows the usual format? By flipping the script, you immediately catch the attention and you are talking to an audience that is awake.

It’s grabbing attention, it’s different, you don’t expect it.

– Adam Grant

This method does not necessarily always work, but it makes sense to shake up the status quo of your pitches from time to time.   

Assuming that the idea has some merit, when people have to work hard to generate their own objections, they will be more aware of its virtues.

– Adam Grant 

*One of the better business books of later years. It does not really have unified narrative or answer what makes people original, but it has useful anecdotes on almost every page that defy the traditional views. With majority of business books I just recommend reading executive summary, but this book is definitely worthwhile to read as a whole.

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New Social Order: Why Everything You Learned About Social Media is Wrong?

nwo

“Messaging is the new web browser. Everyone has a phone. Everyone has a favourite messaging app on their phone. If your new thing can message people via those apps, then anyone can engage with you.”

Matt McAlister (Guardian) 

Social media has been good to me. I used to work in MySpace in its heyday. I mostly made my name after that doing many succesful Facebook campaigns. I have exploited all the useful social media channels in promoting my books, parties and whatever else I have been doing. Majority of readers to this blog come from Twitter and LinkedIn.

That being said, social media is not what it used to be. It has become big business. It has become boring. It has become predictable. Essentially social media has reached the adulthood.

Marketers took a while to learn the ropes of social media. Now we have to unlearn everything we knew about social media if we want to succeed in the new marketplace:

  1. Social media listening is becoming meaningless

70% of the social discussions cannot be tracked because they happen in ”dark social” e.g. in messenger platforms and to lesser extend e-mail and SMS (older demographics). All the social media listening tools are focusing heavily on Twitter with some Instagram and Facebook mixed in. That is hardly a representative of almost any audience. Social media listening tools focus on Twitter because it is easy to monitor. That is like only doing biceps at the gym, because it is the most convenient movement to do. The reality is that you don´t know what your audience is talking about in digital and most likely will not be able to know in the near future.

Regard social media listening as a pulse (or weak signal) of what is happening, but not the full accurate picture of your audience and what they are talking about. Unless your audience are ”social media gurus” and celebrities.

  1. Engagement with your audience is a myth

Facebook is not social media; it is paid media. There is no organic reach for the brands anymore. You have to approach Facebook with same tools and methods as TV (expect with slightly better targeting opportunities). The most interesting bit about Facebook is the whole ecosystem with WhatsApp, FB Messenger and Instagram. Referring to previous point, we might not know what people are talking on WhatsApp but soon we can target ads based on what they are talking.

Forget always-on, approach Facebook through campaigns. Do less, but bigger things. For smaller things, automate as much as possible.

  1. Chatbots are the magic bullet to bring utility to social and make brands meaningful

The whole digital experience will start to revolve around messengers. The real value brands can bring is not in human relationships, but in human-machine relationships. Community manager –model is not sustainable as it requires actual people running it. Seeing a social post of pizza will not improve your life, but ability to order pizza from the messenger will (or make it worse depending on how many pizzas you eat a week). Conversational commerce will be the biggest opportunity for the brands in the short run to become meaningful in digital sphere.

Define how you can bring value to your audience through messenger with chatbots. Move fast because your competitors are most likely thinking about the same things as well.

  1. Influencers and partnerships are the key to borrow relevance

Ad-blocking is becoming more and more prevalent. Whether your ad is in Facebook, YouTube, Instagram, the default setting for your audience will be to block it. Only way to overcome ad-blocking is Again brands should not play in human-human relationships, but as an enhancer and enabler of star-human relationship. You have to start working with relevant influencers and start creating native content with the relevant media entitities. The answer to ad-blocking is not making better ads, because once you have blocked your ads you will not unblock them just because quality of interruptions has improved.

Go where your audience is and play with their rules.

  1. Forget social media

Like said earlier, the digital behavior will start (has already started) to revolve around messengers. That will be a melting pot of social, mobile and eCommerce and you have to understand that whole melting pot to succeed in the new marketplace. Our audience is not slicing and dicing their life. Messengers are lifeline of their whole existence and there is no boundaries between real-life and digital.

Your audience does not live in silos. You should not select your vendors to specialize in silos either. 

New social order has been here for already quite a while. Is your company ready for it?

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Why Donald Trump Won The Election? Three Lessons for Marketers

Trump was not elected on a platform of decency, fairness, moderation, compromise, and the rule of law; he was elected, in the main, on a platform of resentment.
– David Remnick (New Yorker)

Yesterday was a shocking day.

trump
During the presidential race Donald Trump has showcased racism, hatred for women and downright lack of manners that should not be tolerable for leader of any organisation, not to mention the most powerful country of the world. I hope that some of the comments were just smart strategy (cynical adman in me) and there will be wiser Trump in the office.

Time will tell.

There have been lots of good articles of the reasons why Donald Trump won (both scientific and emotional), but there are three main reasons for the win that every marketer should take into account with their own marketing strategy:

1. Filter bubble

He (Trump) took advantage of a media landscape that has never been more broken, more fragmented and more open to misinformation, disinformation, and even outright hoaxes and lies.

– Matthew Ingram (Fortune)

I don´t have many Trump supporters in my Facebook friends. I don´t have lots of friends living in rural areas. My peer group is mostly comprised by knowledge workers, who have not gotten the short end of stick with globalization. Not to mention that I am Finn living in Singapore who does not really know anything about day-to-day life in USA. That is my digital world, but not the digital world for majority.

Not only in USA, the nations are divided. Is Super Bowl the last thing that brings all the people together in USA? And where digital has improved our life in many aspects, it has not brought us together. Media has lost its role as unifying force and you can nowadays ignore all the opinions that are against your worldview. Social media is not a conversation, it is a shouting match.

Never assume that your digital world is similar as your audience.

2. Top-of-mind is more important than positive sentiment

The only thing worse than being talked about is not being talked about.

– Oscar Wilde

Many politicians and brands make the mistake of trying to please everyone. For majority, that is a huge mistake. Donald Trump is living proof of this. There were more people who were against him (Hillary got more votes) and he still won. The more people talk about you, the more you will gain followers. Sometimes angering 10 to gain 1 loyalist is worth it.

Find your audience. Only focus on that audience. Don´t try to please everyone.

3. Surveys are the most unreliable method of research

Hispanics won’t vote for Trump. Well, no, it turns out that Hispanics won’t tell pollsters – not even those automated telephone polls that they use in the States – that they will vote for Trump. Many of them just go out and quietly vote for Trump in larger numbers than they voted for Mitt Romney last time.

– John Rentoul (Independent)

If we would believe in surveys, everyone would be eating healthily, recycling and not voting for Trump. People lie in surveys. They want to portray certain image and are bad at self-reflecting. Words are cheap, behavior is the only thing that truly matters. Surveys and digital pre-testing are waste of money at their best and harmful at their worst. 

Don´t believe what people say. Follow how they move (location), how they spend their money (consumption patterns) and with whom they are in contact (social). 

The best argument against democracy is a five-minute conversation with the average voter.

-Winston Churchill

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Who are able to Keep Their Jobs when the Robot Apocalypse Happens?

terminator

Majority of the work we are doing as marketing professionals will be done by robots in (not so far) future. So if we won´t embrace that change, we will The workforce lead by robots is not only a threat for luddites but also opportunity for broad-minded professionals. Before anything can be automated and singularity kicks in, there will be a (probably relatively long) period of augmentation when we can work alongside with smart machines.

In their book ”Only Humans Need Apply”, writers Tom Davenport and Julia Kirby list five potential ways for us humans to remain relevant when robots starts to take over:

Step Up
Overseeing the automated systems.

Who will keep their jobs in advertising industry?
A few lucky managers, who are visionary and ruthless enough to replace majority of the workforce with automated systems.

Step In
Learning more about how robots will work and how to improve them.

Who will keep their jobs?
Those who are currently good at their jobs but not opposed to progress and using robots to do majority of the heavy lifting in their work. Combination of machine learning and human tacit knowledge is quite often the killer combination compared to only-human and only-robot approaches. At least for now.

Step Aside
Paradoxically the much-ridiculed ”soft skills” are more robot-prone than the more analytical skills. It is easier to teach robot to kick your ass on math challenge, but way harder to teach robot to have empathy when your colleague is having a bad day.  Using human skills like motivation, creativity, persuasion or empathy while using the automated systems will be the killer combination in expert services (e.g. financial advisory: robots are doing the investing, humans are doing the selling).

Who will keep their jobs?
Everyone who can sell and gets along with people. Evem when majority of the hard work is done by machines you still need human touch to sell those solutions to other humans.

Step Narrowly
Specialize in field so obscure that it does not make sense to automate.

Who will keep their jobs?
Those specialists who you call to perform really weird tasks with high price tag (e.g. the best taxidermy photographer, world´s best copywriter for sanitary pads, scouting agent specializing in New York) and you always wonder how they make their living (from those weird tasks and commissioning premium, duh). In global marketplace there is enough demand for pretty much anything and there is always higher demand for the best one in the field.

Step Forward
Developing new systems and technology to automate processes.

Who will keep their jobs?
Forward-looking people who have good understanding of current processes and preferably understanding of data & algorithms (or alternatively ability to speak the same language as data geeks).

As we can see from this list, there are plenty of opportunities in our field to work alongside smart machines. What combines all of these ways (maybe excluding stepping narrowly which is probably the least applicable route to majority of us) is that we need to embrace the improvements that smart machines can bring to our ways of working.  We need to be willing to work to add value to machines and be willing to let machines add value to our work. If you are opposing change and just hope for legislative restrictions to slow down the inevitable, you are without your job sooner than you think.

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Elevating Everyday Chore to an Experience

Some people say that things don´t make you happy. I say that those people just haven´t yet had good things in their life.

One of the things I have enjoyed the most this year has been my newly acquired straight razor.

bismarck

Why any modern man would need straight razor?

Not for any rational reason and therefore it is just the right item for modern gentleman. When everything is becoming more and more like commodity, the way to differentiate is to make your product less accessible. We are taking so many things granted nowadays because they have been made too easy for us. Mass industry will continue simplifying things further, so we as consumers need to complicate things for ourselves, if we want to regain our appreciation to everyday things.

Here are five pointers you should apply to your own (mundane) product:

1. Create ritual(s) around your product
When shaving with straight razor, you cannot just start shaving. You need to “strop” your knife with leather belt to ensure that your straight razor is sharp. Then you need to soften your skin with hot towel. Lather cream to your face with the badger brush using a circular motion. Use hot towel again and also some expensive after-shave products. What used to be boring forgettable everyday chore is not highlight of the day*. This is a great example of “Ikea effect” when you put disproportionate value to things you have spent time on. I didn´t have any discussions about shaving before, but now my oldschool shaving regime is a conversation topic.

2. Build your own tribe
Before I started this straight razor routine I did not know how much there are information and shaving aficionados in the world. On global scale there are enough specialists to create sustainable business out of everything.

3. Be proudly old-school
My razor is actually a replica of Bismarck razors. The company was founded in 1852. For me vinyl records are the best format for music, not necessarily the most convenient and the effective for music listening. You cannot compare straight razor experience to modern methods on rational terms, because whole idea of using straight razor in 2016 is completely irrational.

4. Make your product hard to acquire
You cannot exactly buy your good straight razors in your local 7-Eleven. I had latently been trying to find a good razor for over a year and then scored one in Gentleman´s store in Amsterdam. Scarce availability makes you appreciate your product even more. The current manufacturer for Bismarck blades, Dovo, is not either that accessible. Their website is only in German and although I technically should understand it, the experience is not as smooth as your everyday Gillette. That is accompanied with only having product information as PDF. Old-school brand should consider do they need new-school website.
 
5. Have sense of danger in your product
Although we don´t need to wrestle lions anymore, it feels quite manly to take care of your beard with weapon that could theoretically kill you. That makes you humble and grateful after every shave.

Sometimes the secret to making your product desirable is to actually make it more complicated and less accessible than the competitors.

*Using straight razor is naturally easier for guys like me who need to only shave once a week. Current beard trend helps also in that you do not be that clean-shaven daily.

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Never Think Outside The Box

One of the most annoying cliches in advertising is the”thinking outside the box”. This term is usually used by people, who are not usually known for their thinking at the first place. ”Thinking outside the box” means totally useless brainstorming for hours and random ideas you cannot use anywhere.

Not too fond of brainstorming either. Workshops have to be very tightly defined and organized to be useful. Instead of huge committee circle-jerking half-boiled ideas, it is usually more productive to force people to write ideas alone.

The first problem is not that we don´t think outside the box, it is that majority of people don´t think, period.

Second problem is that we just don´t know what our box is.

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The Difference Between Start-up Event and Marketing Event

Last week I was in Slush Singapore and the event was awesome. It was also breath of fresh air from traditional industry events, where you usually end up when working in marketing. What was also refreshing that I had to really explain what I am doing for work as the majority of people were not familiar with the weird acronyms we have as our “brands”. Can you truly explain what you do?

When I was talking to start-ups, pretty much every single one of them was explaining how their product, innovation or service is making the world a better place. Of course everyone wants to be a unicorn and get big fat investing rounds, but that was not the first thing you heard from them. The sense of purpose was something that came across first. Therefore I had really interesting discussions there and exchanged way more cards than in typical marketing event.

When you go to advertising seminar, the dialogue goes like this:

AD WANKER #1: ME ME ME ME $$$$$$*

AD WANKER #2: ME ME ME ME GREAT WORK**

AD WANKER #1: ME ME ME ME GREAT WORK

AD WANKER #2: ME ME ME ME $$$$$$

AD WANKER #1: ME ME ME ME “INNOVATION”***

and this continues as long as there is free booze.

We are only talking about ourselves. We preach our clients how they should be consumer-centric and communicate that way, but we are not practicing what we preach. For masters of branding, we truly suck on it. To be able to make your client interesting, you have to be interesting as well.

Talking about the cobbler´s children are the worst shod.

So what is the main difference between start-up event and marketing event?

First ones are interesting and inspiring. Latter ones are just painful waste of time.

I love marketing, but our industry is standing on burning platform. The talk about changing our ways has been mostly just smoke and mirrors for majority of agencies. We have taken some buzzwords from start-up world and put it to our presentations and think that we are innovative.  Current advertising is only relevant to advertisers and agencies. Advertising is not shaping popular culture anymore. Some could almost argue that we are not even part of popular culture.

Marketing is more important than ever. This was also obvious when talking with start-ups. They need help on how to break through clutter: how to be noticed, how to create memorable brand and tell interesting stories. They are in desperate need of agency expertise, but bureaucratic processes and archaic ways of working make collaboration almost impossible. Agencies are slow, the most interesting future clients are not.

Luckily it is not only gloom and doom and there are some awesome initiatives towards right direction (and luckily in firm where I am working for). Evolution does not save us, we need revolution.

* Way less money than any start-up is getting on their financing rounds.

** And that great work is categorized by fellow ad guys not the general public

**** In reality just some scam project

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5 Reasons Why Snapchat Spectacles Will Become a Hit

Google Glass failed because it was used by uncool nerds in shower and maybe due to some other reasons as well. Snapchat recently announced Spectacles, their first hardware offering.

Compared to Google glasses, I see rosier future for the Snapchat spectacles:

1. Hardware supports existing Snapchat product.

You can immediately envision how the new Spectacles actually enhance your Snapchat user experience. Spectacles are slave for overall Snapchat use case and provide natural gateway to deepen your relationship with brand. Google Glass was more branded as a separate product.

2. They are more lifestyle than technology.

spectacles

The glasses look cool. They totally embody Snapchat brand. Spectacles are so LA. They are not looking like bunch of engineers designed it, which has been the Achilles’ heel of many wearables. Wearables should be approached fashion-first, technology-second. Usually it is great if you can create a tribe of followers, unless they are called glassholes.

3. They are meant for only one thing.

You can only record 10s video with it, that´s it. We don´t need swiss army knife wearables, we need wearables that are good at doing on particular thing. The videos are not just replicas of what you would be creating with smartphone. They are circular, which resemble more of human vision. The videos created with Spectacles are unique.

4. They are affordable.

“They’re positioning it as this fun toy for people to engage with, not something that you need to think about as your next big technology investment.”

– Josh Elman, Greylock Partners

They only cost 130 dollars, so teens are more likely to drunk buy them from eCommerce site instead of Apple watch.

5. Spectacles have nothing to lose, but much to gain

“It’s about us figuring out if it fits into people’s lives and seeing how they like it.”

– Evan Spiegel (Snapchat CEO)

The CEO of Snapchat calls the spectacles a toy and there will be limited distribution in the beginning. Snapchat will not live or die with Spectacles. However, if Spectacles will become hit, it could have interesting implications for Snapchat. They could free themselves from the confinement of smartphones. Snapchat has already forced brands to create vertical video, maybe this will change on how we approach digital photography in general. Philosophically it is also interesting that Spectacles are meant for the selfie-generation but the focus is outwards. You are filming what happens around you, not yourself.

What starts now as novelty, could become a true game changer.

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