Archive for May, 2009
Where print advertising is still king
It seems like we live in a nearly total digital world these days. Social media. Banners (no, they’re not dead). Online communities. E-newsletters. Widgets. Wikis. But when you start to delve into B2B vertical channels, print advertising remains decidedly solid.
Take Agriculture. Successful Farming’s new report, Farmers Use of Media Study, evaluates the value of 17 different media/information sources used across each of four stages of agricultural purchase decisions.
When deciding on needs, the number one source (by far) is agriculture magazines with a rating of nearly 70%. The second most cited source is ag manufacturer publications. No kidding! Farmers are big readers … and they’re big on relationships. Following vertical publications in terms of ranking are personal connections with dealers/retailers, farm trade shows, ag conferences, ag newsletters and regional newspapers. Ag websites were bestowed a “useful” rating of just under 40% — about the same as tv and radio.
Twitter feeds the hunger
Los Angeles lunch buggies are grabbing publicity – and sales – using Twitter. AP reports that “cultishly popular Kogi BBQ trucks…alert customers to their whereabouts and menu items” with tweets, and that “the thrill of the chase” is part of the reason it’s working for them. I suppose you could compare it to geocaching (the treasure hunting game played with GPS devices). Since they’ve started tweeting, the two white Kogi trucks have drawn parades of actual followers as they roll down the streets. Yes – that’s only two trucks. Read more about it here.
What’s Your Social Media Excuse?
Lots of companies are still nervous about entering the cool waters of social media. Here are the top excuses—or “rationales”—I hear:
- “We have no resources to devote.”
- “We can’t control it, so why bother at all.”
- “Consumers are confused. There are too many conflicting points of view.”
- “Social media is a trend and will burn out soon.”
These same companies may also still believe that they control the dialogue around their company’s brand, products and services. Truth is, social media is a great leveler. Marketers who refuse to acknowledge the shift that’s taking place are missing out on the opportunity to get in front of online social dialogue and learn from the insights and postings that are happening…with or without you. Continue reading
Free! Sampling in Educational Lead Generation
Suddenly, I’m seeing a lot more elasticity in offers; unfortunately as a response to the economy. ‘Free’ is a powerful word. Instead of the ubiquitous open-house, a prominent for-profit university is now offering a handful of free workshops on resume writing and popular software. At least three local community colleges are opening their doors to district residents who are out of work. They are offering free classes, filling vacant seats in programs with available capacity. It’s time to fully explore sampling beyond the campus tour, online demo, and brochure download. Sampling venues are a terrific opening to long term, profitable relationships. And in this increasingly commoditized sector, they provide a golden opportunity to differentiate.
The Creator Economy
A new era is dawning called “the Creator Economy” and we’re all part of it.
Some of you are creating new flavors. Others, a new sustainable packaging concept. And a few of you may have a breakthrough product you’re about to launch. But if you’ve used Google today—or Wikipedia, YouTube, Facebook or any of the myriad interactive channels—you are truly part of the new Creator Economy, a term McKinsey & Company is using to describe the third major economic turning point in just over a century.
Goodbye to the Producer and Consumer Economies
America’s Power Grid: Poised for Change
At CBD we have been talking a lot about the state of energy in America, and how technology is pionering a sweeping change in how people use/monitor/get/view just about everything.
NPR just released a really good interactive map that shows how we generate power in America and transmit it to consumers. The map shows our current electrical grid, where there’s solar and wind power available, a breakdown of each state’s power sources and numerous grid improvement proposals.
