I blogged just about a week ago about starting Meatball Sundae, unfortunately I got too bogged down with deadlines to read more, until tonight. Two trends struck me:
Trend #1: Direct communication and commerce between producers and consumers
Here Seth Godin talks about why permission is not up to you (the marketer), my favourite points:
Permissions exists to help me, the moment the messages sent aren’t personal or relevant, you cease to exist in my world
I don’t care about you. Not really, I care about me. If your message has something to do with my life, then perhaps I’ll notice, but in general, don’t expect much
I demand your respect. I can get respect from plenty of organisations, so if you disrespect me (by mistreating me, by breaking your promise, by cheating or lying or by undervaluiing our relationship), then sure, that’s right, you’re history.
I’d say those are the reasons why various feeds are in my Google Reader, and I allow mails from Men’s Health, Amazon, Last.fm, Facebook and the like to get to me, and almost every other email from clubs are automatically thrown into the spam box. (By the way, Google’s spam algorithm is amazing. I don’t even know why the clubs bother)
Trend #3: Need for an authentic story as the numbers of sources increases
Basically his point here is that whatever your company stands for should be conveyed by everyone, all the time, consistently. This reminded me of one nasty experience at Starbucks, where this staff went around telling anyone who looked like a student “Sorry, no studying in here” even before they sat down. I emailed this in and got a response of remorse, typical politically correct response.
The point here is that it doesn’t matter if Howard Schultz comes out and says that the Starbucks experience is commoditised, or that he intends to return it to its roots. As long as that isn’t believed, communicated and executed on by every single touchpoint in the company, it fails.
On a minor note, Seth also mentions John Moore over at Brand Autopsy as someone worth reading, and it humbles me that John took the time to reply to one of my posts that referenced him. After all, an SMU student probably doesn’t compare much to the people he rubs shoulders with!