In Old Marketing your expenses generate a profit e.g. you run a large ad campaign, you sell products / services to the few that respond and you generate a profit. To generate more profit you have to repeat the cycle over and over again; if you stop your profit dries up – there is no asset here.

This method remains popular because people want instant gratification; we are still a quick fix society but it is impossible to stand out in an overcrowded marketplace.

In New Marketing your expenses should generate an asset e.g. you run a small campaign / initiative, you make a few contacts, you build trust and credibility, you gain permission to speak to them on an ongoing basis, you sell them products / services over and over again without exposing them to the initial campaign. Demand for your products / services continues even when you stop – this is an asset that you can sell.

This method remains unpopular because people don’t want to take the time to build the network and invest in the relationships. That is why the people who do it well, do so well.

In the 1950 it was all about sales.

In the 1980’s it was all about marketing

Now it is about public relations. Successful businesses in this new conceptual age are powered by relationships with their niche market and in doing so, make sales.

This is a significant and important shift

One delegate thought that a blog was a waste of time. What do the stats tells us?

During the month of February . . .

• WordPress blogs had 1 970 822 992 pageviews
• 1 million WordPress blogs got at least one visitor
• 19 million individual posts got at least one visitor
• 7 964 018 comments were posted by visitors

These stats are for WordPress only. There are four other major blogging platforms, so these figures are less than half of the activity on blogs for the month of February. Then there are still audio and video blogs . . .

Best of all. This communication and exchange of ideas happened without costing the blogger or the visitor anything. Now compare this to all other forms of advertising and marketing.

Old Marketing.

Old marketing strategies only used very few media types e.g. print, TV, radio and billboards. Individuals cannot afford these. Managing yourself as a brand was not possible. No you could not do this.

New Marketing

New marketing uses many different media types e.g. email, telephone calls, SMS, websites, blogs, social media like Facebook, newsletters, lifestyle events, short videos on services like YouTube etc. Yes, you can do this. This is easy and affordable. Yes, you can be a brand! and with the added elements of flexibility, speed, empathy and meaning, you can be ahead of the game.

Seth Godin is a guru in these matters
His blog

A friend recently sent me the ad you see below.  It was an advertising promotion for a radio station in my area in which they were giving away free 30 second spots to area businesses.  Is this the fate of radio advertising, and for that matter, other interruption based advertising mediums such as television, cold calling, etc?  

I see the overall concept I think this radio station was going for – use the January advertising campaign as a loss leader to interest people into then paying for radio advertising in the future.  There are some major issues I see with the concept:

• Radio ads are not easily trackable.  One of radio’s biggest deficiencies is the lack of being able to track it effectively. Sure you can use a specific phone number to respond to or website URL but it still doesn’t effectively measure the impact of the campaign. It is too prone to a prospect forgetting the number or just going to the company’s main website. This begs the question, how do you show the value in buying future advertising if you can’t track it’s effectiveness?

• It’s a form of interruption advertising that is becoming less effective. Radio ads rely on catching a prospect at the exact right time that they are interested in your product or service.  If your timing is off, they’ll switch the station (the same problem television advertising has).

• Who’s listening to the radio? Chris Anderson in his Long Tail blog cited a statistic from the Future of Music Coalition that radio listenership was at a 27 year low.  This was almost four years ago – who knows where that number is now.  This shouldn’t be a surprise with the rise in popularity of satellite radio and podcasts in which the listener can avoid advertising.

I continue to watch with interest how the radio, newspaper and television adveritising markets adapt to the changing marketplace.  Radio, however, seems to be lagging behind the other two.

What am I missing something about the future of radio advertising? I’d love to hear about it.

Last week I co-authored a post on the Hubspot blog that discussed the mistakes that Fortune 500 companies are making around social medial marketing and sales, and how small business can take advantage of it.  It wasn’t hard to find examples of mistakes that big companies were making in their heavy use of interruption based marketing.

I was recently watching a clip from The Office, the parody show on office life brought over from the BBC.  At the end of the video clip was a great message that takes interruption based marketing to a new level!

After ad blocking software blocked the interruption ad, they took it a step further by asking me (politely of course) to turn off this softwre so they could interrupt me with a message I most likely had no interest in seeing!

Originally I found the clip on one of the sales blogs that I read and it is a pretty funny sales role play.  If you are so inclined I’ve included a link to the video at the bottom of this post.

Il y a 1 an, j’ai commandé l’audio de Meatball Sundae avant dernier livre de Seth Godin, auteur bien connu en marketing. J’ai écouté environ 1h hier, et j’essayerais de poster sur le blog les trouvailles les plus intéressantes du livre, au fur et à mesure.

Première partie: jusqu’à 57″36

New marketing vs Old Marketing

L’old marketing c’est les publicités à la télé, à la radio… La grosse production de produits moyens conçus pour un public moyen. Il faut que les produits touchent assez de gens pour que la publicité TV soit efficace et rentable.

Le new marketing c’est des produits exceptionnels qui peuvent être vendus très rapidement grâce à une propagation nettement plus rapide de l’information. C’est plus dur de réussir avec le new marketing, mais les succès sont nettement plus retentissants.

La question que les champions du old marketing se posent:

Comment puis-je bénéficier du New Marketing?

Et Seth Godin répond à cela que ce n’est pas la bonne question. C’est le problème du Meatball Sundae. On ne peut pas “gagner” avec le new marketing s’y on aligne pas l’ensemble de son organisation avec les techniques du new marketing. C’est pourquoi tant de grosses entreprises, championnes du old marketing, se sont plantées avec le new marketing.

Parce qu’elles ont ajouté de la chantilly, du coulis de framboise et des cacahètes (le new marketing) sur des boules de viandes (le old marketing), et que tout de suite c’est l’indigestion.

La question qu’il faut se poser:

Comment puis-je adapter l’ensemble de mon organisation pour “gagner” avec les techniques du new marketing?

Quelques exemples que j’ai trouvé bons:

Exemple du Potier wedgewood:
On est en angleterre, il y a bien longtemps, il n’y a pas de marketing, chaque artisan vend ses produits dans son village à un prix bas, le même que tout le monde. Une qualité moyenne, pour des gens moyens à un prix moyen.
Wedgewood fait une formation de potier et il va “inventer” le marketing.

• vendait ses céramiques 40% plus chères que tous les autres
• cassait ses céramiques devant la presse et les clients quand elles n’étaient pas parfaitement réalisées
• donnait à la reine un set à thé, puis brandait celui ci au nom de la reine pour en vendre plein
• marquait toutes ces céramiques
• se mettait aux confluents de deux rivières pour pouvoir vendre dans un rayon plus large à l’époque ou c’était essentiellement de la vente au sein de son village

Il a crée un nouveau marketing et il a adapté son organisation pour qu’elle gagne avec ce nouveau marketing.

Exemple de Ralph Lauren:
Ralph Lauren est une marque synonyme de vente dans des magasins “exclusifs” ralph lauren en ville ou les vendeurs sont presque des tailleurs et les produits extrêmement chers et d’excellente qualité..

Puis c’est la révolution des “malls”, grandes surfaces dans lesquels on trouve de tous, a des prix très compétitifs.

Comment mettre dans un mall un magasin ralph lauren?

… c’est beaucoup trop cher
… On ne peut pas baisser les prix avec des vêtements d’une telle qualité, et un staff ajoutant tant de valeur.

DONC: RL a produit des gammes pour les outlet stores des malls et s’est mis à recruter un nouveau staff plus efficacement et concentré uniquement sur la vente.

Ils ont su développer une activité différente, tellement complémentaire qu’elle a dépassé l’ancien flux de revenus. Mais leur image de qualité a réussi à perdurer.

Ils ont su voir l’opportunité du new marketing et adapter l’organisation.

Une des plus gros changement du new marketing:

“The distance between the marketer’s voice and the consumers’ ears is much much shorter with the new marketing.”

A suivre

By Jim Connolly – www.jimconnolly.com
I recently spoke with a businesswoman, who’s company ceased  trading earlier this year; primarily through a lack of sales.  When I asked her what she had been doing in order to generate sales, it turned out that Sheila, like many small businesses owners, was marketing her business based on ideas from various marketing books and audio programs from a decade ago or more.

She quoted marketing books and programs to me, that sadly you can still buy from Amazon etc – but are totally ineffective in today’s VERY different business environment.
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But Jim – Marketing is the same as it’s always been, right?

No!  Marketing today is very different.  Today, we live in an age where you can write to a million people for free using email.  We can broadcast a video to millions of people via YouTube for free.

We can even advertise our services to millions of people each year via our website, for the same cost as a one-off, one page advertisement in a very average magazine or trade journal!  For example,  my work now reaches 3 million people some months and I spend nothing on advertising at all!

The things Sheila was doing wrong are actually quite common to many small businesses.  Take a look below and make sure YOU are not making the same marketing mistakes!
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Sheila sent mailings with a dozen pages of marketing information

Sheila had been sending out mailshots with a dozen or more sheets of paper inside, in the totally false belief that it would increase her response rate.  She not only received nothing from these mailshots, they cost her around £20,000 ($40,000 US) in the process.

In the eighties and early nineties, there were a few marketing ‘experts’ who said if you stuffed a dozen or so sheets of marketing material in with your mailshots, it would increase the number of sales you make or the number of enquiries you get.

Even back then, it was very expensive and not very effective – but today, it’s far worse!  We now live in an age where people are extremely environmentally aware and are not too keen on people wasting all that paper!  We also live in an age where people have never been busier – too busy to plough through stacks of paper trying to sell them something! 
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Sheila had been cold-calling prospective clients

She had been using cold calling – something that WAS effective up until around 6 / 8 years ago.  Today, however, her target prospects (like most businesspeople) are shielded behind voice-mail.  As a result, you can now waste a whole day on the phone and get the same results you would have got in just an hour – only a few years ago!
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Sheila spent just £600 on her website

Although Sheila spent heavily on mailshots, she saw no reason to have a professionally designed and optimised website.  A website that’s designed by a professional and then optimised, will attract regular leads and enquiries. That’s because it will look professional AND be fully visible to people who are desperately seeking YOUR kind of services!

Most small businesses are genuinely unaware that they could have stacks of phone calls and emails all day long from interested prospective clients; if only they had a professional looking website that has been search engine optimised by an expert.

When a website is professionally optimised, it’s like moving a shop from a small, dusty road with no passing trade and slapping BANG IN THE MIDDLE of Oxford Street!

Most marketing books and audio programs (including the very best known) from the 1990’s and before, either don’t mention websites or hardly mention them.  Even marketing books from THIS decade will not highlight Google as a major marketing tool, unless they were written in the past 5 years or so!
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A common problem for small businesses

Most small businesses rely heavily on marketing books, marketing audio programs and free online marketing tips in order to help them make more sales.  That’s why I produce this blog, my marketing newsletter and of course my massively popular free marketing resource website www.jimconnolly.com (all the marketing material there is 100% free!)

If you want to avoid wasting stacks of money and missing countless sales opportunities, throw your old marketing guides and audio programs in the recycling bin! You need to know what works today.

Jaffe Juice #102 was released with perfect timing, on a day that I had lots of driving around to do. The beginning, a Scrabulous introduction is hilarious and well worth listening to, though of course, not the only thing you should listen to.

Early in the podcast, there’s a conversation about whether you would prefer 10 good relationships or 5 million impressions. Just one person in a room full of professionals voted for 10 good relationships. Perhaps some reason can be attributed to the fact that the numbers really are very far apart, and I suppose even for someone who wants to go down the relationship path, it might be hard explaining why you’d want to spend so much money on 10 relationships vs 5 million impressions, especially to a boss who’s well stuck in old marketing.

That said, I’m actually pretty curious about what number it would have to be before people start agreeing with 10 relationships. 3 million? 1 million? I was thinking to myself the other day that I wish I had done my Advertising module later, because I know so much more about new media and new marketing now than I did 4 months ago, and I have no doubt the new ways can be equally if not more effective. However, I’m reminded that unfortunately, the client and to some extent the professor, still graded very much on old marketing, which is sad.

What could be a worse situation than having the knowledge of how to make things better, but have people around you who don’t realise or recognise it?

I finished Game Of Thrones, but before starting on the next book, I’ve decided to pick up Meatball Sundae instead.

Meatball Sunday, is Seth Godin’s new book (What? So soon after The Dip?), comparing Old Marketing (Meatballs) as one flavour, and New Marketing as the other (the Sundae toppings). What’s important in the book is probably the 14 New Marketing trends that he’s observed and comments on. I’m only at chapter one, but if you’re curious, Brand Autopsy has more.