Entertainment is not Advertising

This is clearly a very ‘entertaining’ piece of advertising:

[youtube=http://www.youtube.com/watch?v=riVFSIYUnh8]

The above piece of film is just awesome, entertaining, memorable and even worth ‘talking about’. But here’s how that discussion will flow….

“Have you seen that awesome ad with the little kittens doing the Ninja, break dancing stuff… it is so cool.”

“No I haven’t seen it, what’s it for?”

“Not sure, I think a car or something, it’s just the coolest thing, the cats just look wicked, I wonder how they did it. I love it.”

The above conversation says it all. Great entertainment value, but little brand recognition, or call to action. This piece of advertising can therefore never be ‘Radvertising’.

Startup blog says: Advertising should sell, entertainment is at best, ‘a bonus’.

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Quirky facts & contingency plans

Here’s a surprising, actually not so surprising business fact:

The IRS (USA tax department) tax manual has instructions for collecting taxes after a nuclear war!

Wow – that is some heavy contingency planning. Even a bit over the top….

irs

Although I’m not a huge fan for planning, in startup land it’s still worth having a back up plan if things really go astray. Contingency plans for things like running low on cash, losing interest in your startup, or falling out of love with your business partner. Don’t obsess over it, just have some written ideas of how you’ll deal with it, if it happens.

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The Apple, the Orange & Weaknesses

Apple: A crispy, crunchy yet sweet fruit, which can be eaten as is, with the peel still on the fruit. Can’t be broken into segments by hand – you need a knife to do this. Can even be used in cooking, on salads and also even great for making pie. Gives the teeth a little clean at the same time and freshens the breath while providing many valuable and healthy nutrients. Very difficult to make juice by hand with, but easy to pick the good from the bad as it’s bruises show clearly on the skin.

Orange: Needs to be peeled to be eaten, but can also be broken into nice little segments so you can share with a friend. No knife required. Not as crunchy as the apple, but juicier and more thirst quenching.  Provides it’s own unique set of healthy nutrients. Easy to make fruit juice from by hand. Not so good for making pie with. Hides it’s quality under the skin and could be a bad watery orange, and you just won’t know until you eat it.

These are some of the clear difference in the two fruits above. I’m sure you can add more.

But none of us would want a combined Apple and Orange into one type of fruit. An ‘Appage’ or an ‘Orpple’ anyone?

Comparing apples to oranges

We wouldn’t want this because we understand the unique benefits of each, and they both have their value as part of our diet. In fact we feel like, and need both apples and oranges at different times. To add the benefits of one of these fruits to the other fruit, would by definition diminish the original benefits. So why is it that we are constantly told to work on our weaknesses as if they are the holy grail of success in life? As entrepreneurs we are far better off focusing on our strengths the same way fruit does.

Should we try and improve? No doubt. But to obsess over a weakness is to ignore your given talents. What they don’t tell you is that anyone who has ever achieved anything, did it via leveraging strengths. And it isn’t without irony that the apple and the orange happen to go very well together.

Startup blog says: Outsource weaknesses, focus on strengths.

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The 55 cent courier

Here’s a tip to save costs while bootstrapping a business. It’s a 55c courier service with guaranteed overnight delivery. Yep – it’s pretty amazing. They have drop off locations on most streets in convenient little red boxes See photo below). They have all sorts of packaging formats from enveloped to special DVD boxes. They also deliver direct to the door of your desired destination. Just awesome value. They’re called Australia post.

ausport-box

So why would any entrepreneur waste their most valuable asset (time) driving around to drop stuff off, or spend a ridiculous amount of money on a same day courier to deliver something which can most certainly wait a day, is beyond me.

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Arrogance = your opportunity

I bought this reasonably cool pair of board shorts for surfing this summer.

boardshorts

They cost me a whopping $80. Which is what I call ‘insult pricing’. It’s a pretty simple equation actually. The key players in the surfwear industry (Billabong, Quiksilver and Ripcurl) charge these prices because they can. They don’t have any ‘credible competitors’ in this board short subsegment of clothing.

In recent years surf brands have been hit by many competitors in other areas of the market which they used to ‘own’. Especially in t-shirts, from the myriad of streetwear companies, to the uber cool on-line players like Neighborhoodies and Threadless. Interestingly the shorts in this photo would cost >$5 to make. There is significant margin in the product. Such high margins often begets competitive entry into the market place.

The arrogance of said surf brands has invented an opportunity for a nimble entrepreneur to steal part of this market. And the way to do it is exactly the way Threadless have. Go online and build a community to design the uber cool boardshorts / shorts and sell them globally at a fair price. In fact, surf wear is so clichéd and over branded these days that I avoid wearing it. Most of the designs are very rank and have really lost their edge. I only use surf brands for surf equipment. The only reason I bought the pair in the photo is ‘lack of options’.

If anyone knows some one already doing it – let me know
If anyone wants to do it – let me know as well. I think it’s worth ‘investing in’.

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People

Is it enough to define your market as a group of people? It doesn’t sound very strategic. It wouldn’t stand up in an MBA assignment. The question we must ask ourselves is: Do ‘our’ people want to be strategically defined?

Maybe the term target is better than consumer or prospect? They’re still people, right? I don’t think so. No one wants to be a target. I don’t. Not for anyone, thing or corporation. Makes us feel like a cartoon rabbit in the wrong season.

Target!

If we must be more deliberate than using the word people. What can we use and maintain our direction?

I prefer the terms audience or community. An audience can throw flowers or tomatoes. A community creates an environ and decides whose welcome and who isn’t.

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Radvertising – Heineken ‘again’

Every now and again a brand just gets on a roll. Where they have a clear insight and consumer understanding to be leveraged. Heineken is in that position right now with it’s advertising. Taking back some of the lost ground for men with all this ‘affirmative action’ stuff.

Anyway – this is clearly ‘Radvertising’

[youtube=http://www.youtube.com/watch?v=S1ZZreXEqSY]

We only ever get on this roll as a startup when we really understand our people.

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