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5 Oct, 2012
Issue # 93
| Paul Writer Marketing Booster Shot
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Yo!
With all the excitement of shifting we were almost too exhausted to send out the Marketing Booster Shot this week, but nothing like a few cups of milky tea and some sugary, sticky, cream buns to bring the energy back! Those, along with more space and light, are some of the perks of our new location. We're also really happy to tell you that we've been able to register "marketing booster" as a publication. If you'd like a print copy the discounted price is Rs 150 - let us know if you'd like one.
I'm going to be in Pune next Friday (October 12) for the NASSCOM EmergeOut Conclave there - please do attend my workshop. It's on how startups can do marketing with a focus on awareness and demand generation. I'm really looking forward to being in Pune again - the food there is awesome!
On Nov 8, we'll be bringing a special program for ladies, CIOs, CMOs to New Delhi. Stay tuned for more!
And since we really ARE too exhausted to write much, I'll sign off with a picture of us in our yet-to-be-fully-unpacked office.
Have a great weekend!
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Conscious Capitalism: Can Empathy Change The World?
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| Patrick Hanlon - Thinktopia |
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In the late 19th century, a concept called the Progressive Movement crept through the vineworks of American business thinking. While there were many aspects of Progressivism-including cleaning up local government, one of the more high-minded Progressive theories worked like this: A working factory would be drop-shipped onto an agrarian community and provide prosperity for a local populace surrounded by the natural wonders of clean air and water.
This was a utopian ideal that contrasted with the smudgy skies and open sewage of the contemporary 1800s urbanscape. To superimpose Industrial progress over Agrarian rural communities seemed fantastical, yet businessmen like Henry Ford latched onto the ideals of the Progressive Movement, and moved his fledgling automobile company to Dearborn. Similar Progressive communities sprouted in the pastoral area of Kohler, Wisconsin, where brick manufacturing evolved into today's Kohler plumbing products. The Amana Colonies in Amana, Iowa are also attributed in part to the Progressive Movement.
Every so often, the men and women who aspire to construct corporate empires need something to live for: an ideal higher than healthy profits.
Read on for more...
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How UPS Turns Logistics into Super Engaging Social Media Content
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by Peter Claridge - Unmetric
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Have you seen some of the recent adverts from UPS? Careful, because if you do, then you might be singing their jingle all day long. "Tagged and scanned, tracked and traced, that's logistics." Check any of UPS' social media channels and you will find interesting, regularly updated content that intelligently weaves in logistics
In terms of raw fans, UPS has a slight edge over arch rival FedEx, and dwarfs the likes of USPS and DHL. However, fan numbers alone don't tell the full story of how UPS is outdoing the competition with their social media performance.
So how is UPS achieving this incredible level of engagement? It's all down to the content strategy. They have singled out employees who have gone above and beyond the call of duty to help out the community. A photo is posted of the employee being recognized along with a brief inspirational story of what the individual did. In recent months, UPS has posted about drivers that have pulled children from a car wreck, pulled two children and a lady from a burning car before it burst into flames and tracked down a missing senior citizen with Alzheimer's.
Read the case here... |
by Steve Hurley - Solutions Insights
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Solutions Insights' Solutions Marketing Success Model:
Winston Churchill summed it up best - solutions marketing is a "riddle wrapped in a mystery inside an enigma". OK, so he was talking about Russia and not solutions marketing, but I have no doubt that if solutions marketing as we know it today existed in the 1940's, he would have described it exactly the same way.
All of our B2B marketing friends and colleagues who've practiced solutions marketing know that it's different than product or services marketing. The tools and methods -- and sometimes even the desired outcomes -- are not the same. All of the surveys that we've conducted in recent years have confirmed this belief. In fact, our most recent survey that we did in conjunction with 5 other associations and universities revealed that it's not only different, but it's also a lot harder.
The biggest challenge is how to define and articulate these differences. Some are relatively obvious, while others are more subtle and complex. But regardless of whether they're simple or complex, it's very hard for a company to develop a first-rate solutions marketing team until these differences can be both defined and measured.
Get the details here...
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Subjectivity: The Hidden Danger Strategy Planning
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| By Hilton Barbour | | 
The wonderful thing about working in a discipline like Marketing is that you're really working through the complexities of your fellow human beings. The irreverent, irrational and irksome human qualities that often defy logic and commonsense. Is there any other explanation forKorean pop sensation PSYmanaging to garner more YouTube views than Lady Gaga's entire video collection? It certainly ain't commonsense.
That human beings are often irrational - ask my wife about Paris or my kids about ice cream - isn't news. What is interesting is factoring irrationality into exercises like strategic planning. Planning should, by its very nature, be a highly rational process.
A recent article in Farnam Street article was quick to point out an uncomfortable reality though.
Humans have several patterns of behaviour that get in the way of being truly objective. A tendency (like this author) to generalize, to have biases or preconceived notions based on previous experiences, oversimplify or analyze data so it will reinforce an existing belief. Any of these behaviours can cripple a strategy session.
Read the blog here...
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Job Listings on Paul Writer
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Watch this space for new job listings on Paulwriter.com every week for mid to senior level marketers. Or post a job here...
Marcom Manager - Drona Mobile - Mumbai, Maharashtra, India Drona Mobile is a VC backed, product tech start-up, currently serving countless enterprise customers, including Wipro, Essar, Genpact, SBI, UltraTech. They are looking for a performance-oriented all-around player who can manage relationships, define messages, plan events, produce content and engage online. An independent, accountable, team player, a leader with strong project management skills who knows how to make things happen will thrive in this role! The Marcom Manager will lead all marketing communication activities including tradeshows, online events, online social activity, marketing material and PR with the objective of generating enterprise leads, improve the company's positioning in the market and support sales. Apply Now... |
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Enjoy!
Jessie Paul
CEO, Paul Writer
www.paulwriter.com - India's only community for progressive marketers
Visuals sourced with thanks from various online resources. Acknowledgement provided in the main article.
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