DRIVETIME MARKETING: “Mindless Marketing” – Don’t spend your budget just because it’s there.

August 27th, 2014

A Noah Kagan (founder of AppSumo and blogger at OKDork) email not long ago touted “18 books that changed my life.”  I thought, “right.” But since I’ve gotten value out of other Noah Kagan stuff, I opened it, scrolled and found “Mindless Eating” by Brian Wansink. I read it and loved it.
The book’s principle is that [...]

Why should I ask my customers what they need? Henry Ford and Steve Jobs didn’t.

July 23rd, 2014

Many of my clients have had breakthrough successes by investing in the most important type of marketing–which incidentally is free.  It’s called listening.  To your customers.
By asking their customers (and prospects) the right questions from the right (outside) perspective, they can better understand their customers’ Elevator Rants–what they are complaining about on the elevator when [...]

The 45-Day Tweet: A Lesson in (In)authenticity and Customer (Dis)connection

July 18th, 2014

In May of this year, a BusinessInsider article titled, We Got A Look Inside The 45-Day Planning Process That Goes Into Creating A Single Corporate Tweet, went ripping around the web. It chronicled the 45-day process during which a company called President Cheese and its digital design and advertising agency, Huge, generated a single tweet:
Sharing a [...]

DRIVETIME MARKETING: Gen Z Nails the Elevator Rant of High Schoolers’ Parents

March 8th, 2014

I’m always on the lookout for companies that seem to really understand their customers’ Elevator Rant–what their customers are bitching and moaning about on the elevator when we (the marketers and salespeople) aren’t around.  This week I ran across a new venture called Gen Z from the folks at Bisnow which really nails one of [...]

DRIVETIME MARKETING: Hey Vendor, stop saying you’re my partner, and just do your job.

October 29th, 2013

As our era of “reality marketing” advances and customers have less and less tolerance for opaque marketing-speak, hyper-spin and general bullshit, the ridiculous overuse of the word “partner” is becoming more obvious–the sore thumb of web site copy.
“We act as your partners to achieve your goals.”
“We partner with you to understand your unique requirements.”
“Our partnering [...]

DRIVETIME MARKETING: Snowflakes, cicadas and LinkedIn endorsements

October 28th, 2013

Remember the rush of validation you felt when you got your first LinkedIn endorsement from a colleague? And remember a few weeks or months later when a brand new LinkedIn connection — someone who you only recently met and have never worked with — endorsed you as an expert on (insert skill here)?
It was then [...]

No wonder marketing has a bad name: Can you believe someone spent money to produce this commercial?

October 22nd, 2013

Why does marketing have a bad name?  Did you ever try listening to the words in a television commercial? It can be downright depressing.  Take the following, unedited prose from a 30-second TV spot promoting a new luxury sedan:
When we created the [name of vehicle], we decided to take the other road.
We believe luxury isn’t [...]

The Exhilaration of Being There When a Client Closes a Big Deal

August 1st, 2013

There’s nothing like being on a call when your client–let’s say an up and coming software company–is closing a major deal with a Fortune 100 company.  I had this privilege yesterday, and even though I was in “listen-only” mode, I felt the energy and exhilaration that comes from a real-life back and forth discussion regarding:

The [...]

DRIVETIME MARKETING: Marketers Should Stop Shouting and Start Listening

August 1st, 2013

I think we can all agree that marketers (companies and their agencies) tend to “shout” alot– picking a channel or channels and pounding away with multiple messages. They try to outshout the competition or shout their way into the prospect’s head. What happens when many companies shout at once? Noise. And we [...]

Drivetime to Prague: A Great Lesson in Indirect Marketing

July 30th, 2013

These DRIVETIME MARKETING videos, in concert with some good old fashioned follow up, led to a new client engagement and a trip to Prague.