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Archive for the ‘marketing’ Category

How do you use a moment of success to make everybody love you and want you back for your next big moment?

That is what marketing is supposed to be about. Close the deal in a way they love you.  And as I said before, marketing can learn a lot from real life heroes. – Original Post

Someone linked me to this guy’s blog, recently, where I found this gem, among others. This “moment” he’s talking about is mostly the stuff of fiction, of well-scripted, well-played scenes that don’t seem to happen in everyday life. So, in keeping the theme of this blog, I’ve compiled a list of movie moments that, I think, demonstrate what the quote is getting at. “Marketing can learn a lot from real-life heroes.” Potential “real-life heroes” can learn a lot from fiction. So, here we go, in no particular order, though my favorites are 1, 3, 6, 7.

1. Before Sunrise

2. 10 Things I Hate About You

3. Annie Hall

4. The Wedding Singer

5. When Harry Met Sally

6. Let The Right One In

7. In The Mood For Love

8. Eternal Sunshine Of The Spotless Mind

9. Spiderman

10. Breakfast At Tiffany’s

These “moments” can be subtle gestures that work at us slowly, tiny seductions that lead us away, and create memories in ways that don’t always capture our attention in the moment.  They can also be grandiose gestures that assault our attention and occupy a piece of our memory for years to come. Give me both.

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“Follow your bliss,” is a quote I like a lot. Makes sense. Do what you want to do because you should know what’s best. While it’s certainly true, it’s also true that with the new, networked world, you no longer have to “follow your bliss” entirely. Why not have other people suggest a “bliss” within your area of interest(s)? Why not ask a friend on Facebook or pose the question to an entire forum? What should my bliss be? How can I follow it? Why not crowdsource?

Brian has done just that. He’s new to NYC and has found difficulty in the dating world. But things are about to change for him. We, the internet masses, have the opportunity to help him overcome this challenge. He’s decided to crowdsource his dating efforts and looks to go on 30 dates in thirty days. His site lists tasks that we can help him with, from match-making to date ideas. Why not date him yourself?

It’s not a bad idea. In fact, it’s a pretty good idea. Not necessarily as a means of getting lucky in NYC/marketing, but as a general rule to live by. I think some of crowdsourcing’s principles are things we already do quite naturally, though there’s always room for improvement. Here are things to consider, with the hope of evading self-righteousness:

-Listening: Everyone’s got things to say. Everyone. Less listening means less knowing.

Asking: A better question, better trajectory, a better answer.

-Doing: Try what the crowd suggests. Then try the thing they’ve warned against.

Essentially, crowdsourcing aims to find richness in places that were, until recently, considered to be barren. Fortunately for us, the world is a much more fertile place than we could have imagined.  So, yes, “follow your bliss,” but be flexible. And good luck to Brian. Sounds like it’ll be an exhausting month.

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Bobbi Eden, seen here out of her work attire.

With only 4 hours till kickoff between Spain and the Netherlands, two countries which have yet to win the world cup, there is a possibility that a win for one country may be more historical for reasons unrelated to soccer(football).

Bobbi Eden, a Dutch erotic film actress, tweeted a promise that if the Netherlands won the cup, every one of her twitter followers would be entitled to oral sex, courtesy of her and a few of her co-worker friends. The Huffington Post reported on July 10th that she had “more than 20,000 followers.” Her twitter, at the time of writing, shows 109,793 followers. Not bad.

Days earlier there was a story about Larissa Riquelme, a Paraguayan model who promised to run naked through the streets if her team won. Unfortunately, Paraguay was eliminated, though Riquelme has decided to follow through on her plan, a sort of consolation prize, as I see it, for losing and for being one of the most boring teams to watch.

What’s going on here? I thought soccer was about fist fights and vandalism, drunken song and face paint. Apparently, it’s about other things, too. Particularly, sex, and in the case of Eden, the effective use of social-media to create buzz and self-promote on the back end of an international event. It’s a great idea, but 109,793 is a big number. 109,793 is a lot of people. 109,793 is a lot of schlong.

If Eden does decide to make good on her promise, it’ll be as historical as the Netherlands winning the World Cup for the first time. For 109,793 men, it will be an especially long and harrowing 90 minutes. Good luck to the Dutch.  Good luck to her. Good luck to the 109,793.

P.S. A por ellos.

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Pin-Ups

One of the beautiful things about mass-production is that we can have love affairs with people we will never meet. Like the automobile pieced together on a line, images can be produced, re-produced and distributed to such a vast number of people at a relatively small cost. Images of glamourous living, beauty and sex, in particular, make it to the masses and allow everyone, from  the cramped urbanite on a train, to the barefoot boy in a village in the third world,  the opportunity to desire and fall in love with the ideal.

May

There are too many examples to list so I’ll just throw one out. How about Scarlett Johansson?  I look at her and I think, “That girl is perfect.” She has all the attributes I want to see in a woman,  the curves of her body, her plump lips, the scratchy voice. I’m attracted to her vulnerability and loneliness in Lost In Translation and  excited by her passion and coquetry in Match Point.

July

People like that, like Ms. Johanson, their images belong to us and we can treat them as we like.

We can share them. Dispose of them when we grow tired of  their face and find a new one on any channel and on any magazine stand.  We can use them to create standards for our romantic pursuits, as a kind of  high-water mark to measure the the flood levels created by potential lovers.

Eizo, a Japanese medical imaging and precision display company,  play with this idea in one of their marketing campaigns (Butter, Berlin/Duesseldorf, Germany), a nude, pin-up calendar, sure to rumble the bowels of a few radiologists. The images speak for themselves. I like the idea. It’s fun.

August

Some advice:

“This may seem simple, but you need to give customers what they want, not what you think they want. And, if you do this, people will keep coming back.”
John llhan, Turkish–Australian entrepreneur

ufunk

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