April 15, 2019Comments are off for this post.

What if you had to start again?

What if you didn’t have sunk costs in TV and radio advertising buys?

Or in long term agency commitments?

Or in technology subscriptions and freelance contracts and analytics platforms and social media ads and influencer contracts?

What if your entire marketing budget sat in front of you, untouched and pristine?

What would you do with it?

In very tangible ways, all of marketing is about building a relationship with your consumers and then motivating them to pay for your products and your services.

When we build relationships in the real world we are usually hampered, not helped, by having parties or structures between us and the people we want to connect with. We invest in the other person and they invest in us. Bonds are formed. And then strengthened.

But in marketing, it’s the opposite. There are a thousand different ways and providers we’re offered to take our message to consumers. We can (and do) spend millions just to try and make those connections and deepen them.

Many of these services available to modern brands made sense when constant communication and vast scalability weren’t the norms. But now, in our digital world, you can go directly to consumers, and they can come directly to your brand. And then you can start to build the relationships and communities that will form the foundation of your brand and the engine that will drive your sales.

If your marketing budget was completely untouched…

If you had to start from scratch…

How much of what you’re paying for now would you buy again?

February 13, 2019No Comments

Your brand: A new business model

Here’s the trap for a whole lot of established brands.

They need to engage with consumers. Because it’s 2018 and because of course they do.

There are a million and one places where they can do that in the digital space. There are communities and channels for every niche. The marketing technology landscape is cluttered and littered. But inevitably a brand will need to deal with the big dogs in social and search and sales: Facebook, Instagram, YouTube, Google, Amazon. These are platforms that promise reach and touch consumers where they already spend all their time.

Read more