[/caption]This is something I touched on in a much earlier post, but never really dug out and gave it the attention it deserved. I shared it with others over a beer, Julian gave it a good "shit-test", and Scott Drummond even stole my thunder and quoted me on it. So, here it is, David Gillespie's Marketing Mantra. Five points, 2 of which are mine, the other three are linked to their authors who you should absolutely take the time to read.
Try it on for size and let me know what you think.
1. Markets are conversations.
2. Conversations happen around social objects.
3. Social objects are products or services that are remarkable.
4. Remarkable is not just something special, but something worth being remarked about.
5. A great product, and even better customer service are the most remarkable things you can offer.
--
I like it. I like it a lot. But should people who make unremarkable products just give up? What room does your mantra have for brown shoelaces, home brand aspirin and top-loading laundry detergent?
ReplyDeleteI think a crucial element of remarkable ties into an old saying: beauty is in the eye of the beholder (or beer-holder if I recall your front porch and our Sunday afternoon chess games). My favourite pair of shoes is a pair of brown lace-up ankle boots, brown shoe laces are if course a must. Does home-brand aspirin achieve the same result as aspirin for half the cost? If so, that's pretty remarkable. And my mum has a top-loading washing machine, so she needs a laundry detergent that suits that.
ReplyDeleteIn my mind, it's the also-ran products, not the ones that serve a market (big or small). If there was top-loading washing detergent that wasn't the cheapest, didn't clean the best, or didn't smell the nicest, what would be the point?
People confuse having a presence in a market with a reason to exist - a directive from the executive saying you must enter a market is not a reason to exist (though it might be a reason to find somewhere else to work).
[...] friend of mine has developed his marketing mantra. It’s quite good and it goes like [...]
ReplyDelete[...] remarkable isn’t as far from the every day as we think it is, maybe it’s just not the story we [...]
ReplyDelete[...] coffee, customer service, Facebook, Starbucks, Wired Magazine trackback Readers who recall my 5 step marketing mantra will remember point 5 stated the most remarkable thing you can have is exceptional customer [...]
ReplyDelete