Marketing
The Loop (SMART 100)
My business partner, Matt, and I work at MTV, Matt in Digital and me in Marketing. The idea for The Loop was born out of my frustration in finding fresh creative talent – we were overly dependent on word of mouth and incredible people were slipping through the net. On the flip side, Matt, being the digital guy, was constantly being asked by other creatives for advice on the best way to build their own websites to showcase their work online and promote themselves to potential employers. We brought these two frustrations together and The Loop was born.
Big problems need tiny answers: Sutherland sweats the small stuff
Rory Sutherland uses the theory of behavioural economics and a number of humorous but valid examples to explain that, when faced with big challenges, the common response of most corporations and governments is to seek big, expensive fixes. In doing so, more obvious and cheaper solutions that stand a higher chance of success are generally ignored.
Is your idea sticky? Making your message memorable.
Is it true that we only use 10% of our brains? No, yet many believe it. Remember the tale of the guy waking up in a bath of ice with a missing kidney after accepting a drink from an attractive stanger in a hotel bar? Well, it actually never happened. Heath Chip has studied many of the legends that seem to draw us in so that he can apply their common traits to create messages that will break through the mass of ideas we’re confronted by every day and stay lodged in our heads.
Does brokepacker.com deserve to be our website-of-the-week?
According to the brokepacker.com founder Kevin Lippy, backpackers are only interested in three things: “Beer, sex and cheap deals.” And he should know. Last month, we quoted another of Kevin’s ‘off-the-cuff’ remarks as a Tequila Shot when he described his recent achievement moving into a youth hostel as a form of career advancement. (Of course, his goal was to gain a better understanding of his audience.)
Soup’s Sharyn Smith and the growing influence of ‘word-of-mouth’ marketing [PODCAST]
Sharyn Smith, the founder and chief executive of Soup, Australia’s first word-of-mouth marketing company. In this podcast, she explains how to harness this medium to create new, more individualised marketing strategies.
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Growing your business through the recovery? It’s about combining online and offline value.
So, you’ve weathered the storm that was the GFC. That’s a relief, no doubt. But where to now? Looking forward there is justifiable concern that uncertain consumer sentiment, combined with the absence of the 2009 stimulus package, will see sales remain lacklustre.
Want to be exactly what your customers are looking for online? Tap into the long-tail of search.
This more sophisticated way of searching marks the realisation of a catchphrase which was coined some seven years ago, ‘the long-tail’. The theory suggests that businesses capable of selling specialist, low-volume products to people actively seeking them can collectively match the revenues of large-volume, mass-market products, by…
Iceland: From boom to bust to haven to where-the-bloody-hell-are-you?
Being a single industry economy is notoriously dangerous. And few countries understand this better than Iceland. Not wanting to remain in the doldrums, Iceland is trying to re-brand itself as a journalistic haven, centre of creativity and popular tourist destination. Cue cart-wheeling citizens.
Get your ad banned if you want it to pop (like a polar bear’s noggin)
The ‘interwebs’ are filled with commercials proudly and boldy described as ‘banned’. There is almost no better link bait (he writes shamelessly aware of this very post’s title). We all know this intuitively. But now digital technology can not only be used to provide proof. It can be used to create a commercial justification.
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