Earlier this week I was discussing the advantages and disadvantages of actively and passively sending out email campaigns to customers/clients. Perhaps I need to go back a few steps to explain…
In email marketing, there are two golden rules which help to keep the industry in check, and to stop it from descending into the realm of SPAM marketing. The two governing rules are –
1. All recipients of email campaigns must give their permission to the sender to receive campaigns
2. All email campaigns are required to have an unsubscribe function…that works!
With these rules in place, there is a clear distinction between what is considered SPAM and what we would call Permission Based Marketing.
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It occurred to me just yesterday that most people don’t understand dual concepts such as that of marketing. Some may not even acknowledge that marketing is indeed ‘duel’ in its conceptualisation. Accepting that marketing is a multi-disciplined profession I would contend that ‘marketing’ is the meeting of two broad terms – strategic and creative, or if you like the ‘head’ and the ‘heart’.
Each month I’m going to do a Gruen Transfer approach to marketing – looking at a particular category and how they market it, and where they go wrong. This month, I’ve decided I’ll kick off with the electrical goods category. I’m talking about some of the biggest advertisers in Australia – Harvey Norman, Retravision, Good Guys, Rick Hart etc. In my opinion, they all seem to be missing the mark.
In the last few months I have been invited to at least 10 different types of product parties. By these I mean Tupperware Parties, Nutrimetics Parties etc. The standard party-plan sales model. It got me thinking; has the day of party-plan marketing been resurrected?
They’ve impolitely been referred to as “air heads” and sure, most are big spenders and they live in the extravagance of a throw away society but before we other generation guardians start on poor young Generation ‘Y’ let’s take a step back and look at some of the excrement to which they’re subjected.
The ‘Cup of Coffee Theory’ is drawn from Seth Godin’s writings on the changing perception of purchasing reward experienced by consumers at different stages of an economic cycle. Perception refers to the internal process of selecting, organising and interpreting information in order to create meaning. A number of factors may influence this process, and the meaning making experience is highly effected by experiences in our personal, social and psychological states.
In a strategic presentation last week, a client asked us: “Is there some sort of check-list or plan so I can remember everything I have to do?” I think the client was feeling a little overwhelmed at the ominous task ahead. I imagine that many businesses express this same emotion when undertaking a marketing strategy – where on earth do I start? Often, it all goes into the too-hard basket.