Category: Marketing Insight

Mind your language

Posted on by Steve Sammartino

The slight nuances of language are vital. When we hear people’s words, we can see into their soul.

 

Do people work for you, or with you?

 

Same thing? Not really. Not at all in fact.

 

Working for you

Working with you

Directive

Collaborative

Authoritarian

Decentralised

Divergent goals

Convergent goals

Business expense

Revenue generator

Employee

Partner

 Working for you

When people ‘work for you’, we subconsciously kybosh their potential as idea merchants and problem solvers. This is a mistake at all levels in any organization.  

When we work with people, our minds open and our world changes.

 

The payment method or equity position of those working with us is irrelevant, what is relevant is how we view our people. And that view is determined by the language we use, in this instance and many others.

The back up

Posted on by Steve Sammartino

A ‘very’ single minded proposition. I guess the product benefits are clear, low start ups costs,  with a very targeted market. I’ll be interested to see what people think of this one!

[youtube=http://www.youtube.com/watch?v=t6sFPDI6poE]

 

 

Cut through v3.0

Posted on by Steve Sammartino

Driving in the city I noticed these. They caught my eye. I stopped to investigate.

 

 

 

Turns out it’s the ACMI (Australian Centre for the Moving Image) ‘Game On’ exhibition where you can play your way through the history of arcade and video games. I’m a sucker for retro video games and so I’m on it big time.

 

I never watch free to air TV – where they’ve been advertising. Without this piece of cool outdoor, with great cut through, I’d never have known.

 

People find us in different ways. We must know how to find your our people.

Great Quote

Posted on by Steve Sammartino

“I cannot control how I am perceived, I can only control how I am presented.”

 

This quote came from (of all places) Tim Gunn’s guide to style TV show. (it was on in the background while I was working… honest)

 

It’s the same for our brands and websites. Do what we can and ignore the uncontrollables.

 

Old media / new media

Posted on by Steve Sammartino

We all agree that media is changing – “ing”, not “ed”.

So it still makes sense to consider both options for our limited marketing and startup budgets.

So here’s a simple summary of each:

Old media
Costs a lot, but is really quick. Reaches people who might not have been looking for you. Leverages solid infrastructure so demands less human capital. But has a high wastage rate. Suits mass markets

New media
Usually free, and reaches those who are seeking you. Can be quick, but only for the lucky few who nail ideas people want to spread. Uses fragmented infrastructure so requires more man hours. Leaves a digital footprint and so effort compounds. Suits niches.

Until old & new media fully merge, we need to allocate budgets. But it’s also important we remember we can replace money with time when we are financially constrained.

More than just sizzle – Abundant Media

Posted on by Steve Sammartino

There is no shortage of television shows about holidays.

 

Let’s call it Holiday Porn…  Lot’s of visuals, quite stimulating, high end holidays with locations and activities which are largely out of reach for most people. Who can really afford to drive a Ferrari down the Amalfi coast?

 

A lot of sizzle, not much sausage. So they generally leave you feeling a little unsatisfied.

 

Australian media start up Abundant Media have done a nice piece of game changing with their new TV show Holidaysforsale.tv

 

A simple concept: Everything you see on the show is for sale – You can watch the show, then jump on line and book the exact same holiday. The exact stuff you see and they do. No tricks.

 

This Australian media startup has in a very short time proven that there is room for innovation even in a crowded market space.

 

And here’s the bit I love the most, they are so focused on doing, that they’ve sold in their TV show to  channel 9, produced it and aired it, and they haven’t even built their own corporate website yet! – Check it here: http://www.abundantmedia.com.au/  Bootstrapping Gold.

 

Yep – they’re focused on making it happen, not stuff which is nice to do.