| MARKETPLACE LESSONS |
My son Aaron called yesterday as he was getting on a flight bound for China. It was a quick business trip to meet "eyeball-to-eyeball" with his counterpart in the company with whom he hopes to have dealings.
In this day and age with web conferencing and Skype and instant communication, the business class and first class tickets on the plane were completely sold out.
We discussed for a few minutes, while he was settling into his seat, why companies pay thousands of dollars for plane tickets so their employees can travel around the world to do business--rather than using today's technology to be in touch at arm's length.
We agreed--it is imperative for a trusting relationship to develop to have eye-to-eye engagement. Yes, there certainly is a place for teleconferencing--but it can't replace the really-getting-to-know-you and what-you-stand-for-face-to-face contact.
LESSON LEARNED:"In our hi-tech fast-moving world, more than ever, face-to-face communication builds relationships and trust more effectively."
-Sam Geist
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THE STATS
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According to this research the Internet has surpassed TV as the "most essential" medium.
- When asked to choose, never again watching TV or never again accessing the Internet, 49% chose to eliminate TV, whereas 48% chose to eliminate the Internet.
- When first asked in 2001, 72% of respondents said they would do without the Internet, while only 26% said they would eliminate TV.
--The Infinite Dial 2010 Study/Arbitron and Edison Research
---------------------------------------- Some branding lessons for marketers reminiscent of how public celebrities gain and lose popularity coincide with some current news. - Stonewalling a scandal or problem never works. Coming clean is always the best option.
- Perfection does not endear the consumer. People need to be able to identify with brand (or person). Perfection is uni-dimensional, absolute--people can't identify with it.
- Emotional attachment requires some complexity, contradiction and irony--just like real people.
- a paradoxical persona is more human and it engages the audience's imagination (allowing identification more space).
--Dr. Bob Deutsch/Brain Sells
To read the press article from which these stats were taken see second SITE SEEING link below.
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