Archive for the ‘marketing’ Category

It Matters!

I wanted to give a quick shout out to the people behind Matter. Matter is a service from the Royal Mail where you are sent a box containing weird and wonderful advertising merchandise you’ll want to keep. In the last edition of Matter that I received a few weeks ago the stand-out item was a DVD of a roaring fire from Bell’s whisky. The next edition is due out in February so sign up now if you don’t want to miss out.

Update: Link fixed – Cheers Mike.

Beer and Nappies

Many have warned about the power of supermarkets, in particular citing market basket analysis and the urban legend regarding beer and nappies. All joking aside, Tesco (Britain’s largest retailer) is getting very good at mining for gold in their data, Orwellian almost. My Wife and I use our club card at every opportunity – it’s worth a penny for every pound at Tesco or up to four pence if you use it on special offers.

As I paid for a small number of groceries the till printed out an extra voucher for me. Previously, I’ve been handed vouchers for extra points when buying bread or milk by a friendly cashier. I didn’t really think much of it. But this voucher was different, this time it struck me that Tesco are mining information about me.

Vodafone Voucher

The voucher offered me 150 points (£1.50 -> £6.00) if we purchase a £10 Top-Up for my Wife’s pay as you go mobile phone. Back-story: my Wife used to get her Vodafone top-up vouchers from Tesco before an unfortunate incident where the self serve machine didn’t print out her voucher and the store refused a refund. Since then, we’ve always made a point of getting them from somewhere else.

From a system’s perspective, Tesco obviously know that we’ve spent a fair amount of money on vouchers for Vodafone network in the past and that we’ve bought at a certain rate. We’ve stopped buying it at Tesco and they’ve worked out how much it’s worth to them to get our custom back once with the hope that we’ll stay. This voucher carries more to us than most of you reading. You’ve probably got a contract phone, or you live outside the UK or you use a different network. Don’t worry though, Tesco probably have a promotion relevant to you ready for the next time you checkout.

Target Markets

When I accompany my wife to visit her family in Canada, I always find time to visit the bookstore. On my last trip I saw a copy of Napoleon Hill’s “Think and Grow Rich”. This book has been mentioned to me a couple of times, so I thought it would be worth a quick flick through. I found a business card on page 8 about a business opportunity and this really struck a chord with me.

I wonder if other professionals would find success by launching a similar marketing campaign. If someone picks up a book about how to be a better salesperson, they might be receptive to a business card from a sales coach. Sports, IT, Cooking, Relationships – I think the principle holds for the entire non-fiction section of a book store or library. It’s almost an off-line AdWords…

If at first you don’t succeed…

As I near the end of my 3 week holiday, I’ve returned from the countryside back to Canada’s capital. During my visit, I’ve kept a mental list of things that I think are worth remarking on. While I was browsing one of the malls, I noticed a new phone by Samsung. It’s called the Double-Flip.

I spent a few moments inspecting the model (go look at the phone) and I think this phone could be a winner. What the link doesn’t convey is the actual size of the phone (Samsung Phones = Slim). My initial thoughts were that the design was quite innovative to bring a full sized keyboard to the user in a very slim package . As a Blackberry user, I find that the full sized keyboard significantly enhances the experience over a standard 12 button phone interface.

That’s where I thought this post would end, but after some quick research, it turns out this isn’t the first time that Samsung has tried this style of phone. They attempted to popularise it in 2005 with the D307.

Why do I think this phone will be a hit this time? The current issue of Business 2.0 has the answer. Samsung is rethinking it’s approach to marketing phones. This time the design has a name; it’s not the U740 – it’s the Double-Flip!

The obvious parallel is Motorola. A couple of years back everyone had a Nokia – everything else sucked. But Motorola turned it round with dominant lines like the RAZR and PEBL. It’s clear to me now that the way these devices were named had a positive impact on it’s success. (History on RAZR here)

Samsung clearly believes in it’s naming strategy, I’ll be watching on in interest to see if the new Samsung marketing machine can turn an older idea into a success.