Monthly Archives: July 2008

Change to Feedburner

Sorry if any of you got all the feeds again.  I changed over to Feeburner.  Please let me know if you have any additional problems.

“Dear Traditional Marketer: A Goodbye Note from Your Word of Mouth Friend “

Great post from BuzzCanuck.  I don’t agree with it 100%, but things are changing.

Dear Traditional Marketer: A Goodbye Note from Your Word of Mouth Friend

Daearmarketer Dear Traditional Marketer,

I don’t blame you for thinking the way you do. You’re a product of your upbringing. How were you supposed to adapt to a world that changed do quickly.

I recognize, we were once very close, I believed in the same virtues as you, but now we’ve grown distant, I can’t relate to you anymore.

As much as I have tried to convince you to lay off the campaigns, you continue to be hooked on them.  Despite the enormous toll and financial burden they encumber, you are still addicted to these 30 second flights of fancy. I have tried interventions, I have tried rational arguments, I have threatened to leave. Can’t you realize that your type can’t live on reach alone? Well, this time, for my own health and welfare I must leave you.

I need to find a healthier life with those in forward-thinking PR roles, in your intuitively smart executive, in your digital world, in your progressive agencies, with your research visionaries, perhaps even those who think different than you in your very own department…people without the same vices that are killing you and your credibility each day.

See, these new friends realize that your campaigns are a drug, sure they may be exciting and provide you some level of self-esteem with the CEO or your family who watch them, but for how long and for what size of a hangover are your prepared to deal with afterward? Snort a line of successful ad copy and you’ll be chasing that same wheel the rest of your career.

Sure Mad Men is a very interesting show….but let’s be honest, that show is set in 1963 – we’re a hell of a lot more cynical and attention-starved now. Don’t you understand there is a world of people out there who want to love you, if only you let them. Their names are: customers, fans, influencers, evangelists, prosumers, mavens…please if not for me, do it for your own health and let them into your life. Talk to them, get to know them, they’re good people.

I’ve already spent too much time in this message and I must be moving on. If I knew you were listening, i’d continue to roll that ball of the hill but I fear you are too far gone.

Enjoy your media budget largesse, post-rationalization theories for poor performance, self-perpetuating myths of controlling brand equity levers and anachronistic top-down management style…I fear these will become old and tired fast.

Good luck,

Agent Wildfire,  Your Word of Mouth Friend

How do we make CEO’s and CMO’s understand a conversation is going on, and that they need to be part of it?  I work with retail businesses on a daily basis and most want instant gratification.  Anything that does not increase sales instantly is not considered a worthy investment.

The Future of Radio?

This it not revolutionary by any means, but just an extension or the next step of what everyone is already doing.  The future of radio will be online of course, but it will also include personalities you hear on today’s radio stations.

This means everyone will be able to be their own program director and pick their own music, like with LastFM or Pandora, but in addition to music selection you will be able to pick your DJ or host.  So you will be able to listen to your custom station and then pick your favorite DJ or host, to mix in and give you a break from the music.

DJ’s don’t talk about the music anymore anyway, so this will be an easy switch.  The software or the listener will be able to choose how often they want someone to interrupt the music with talk, and they will also be able to be choose if they want to be interrupted with local weather, news, etc. as well.

These don’t have to be typical DJ’s either.  They could be podcast, or just a guy from his garage. I know of a few podcast that would work perfectly in this format.  Diggnation comes to mind (it’s too long to take all at once anyway).

Ok you might be saying, but why?  Well because these breaks help keep the music from getting boring  and help you develop a connection with what you are listening to.  Essentially you are becoming your own program director.

So the marketing angle?  Well you will be able to insert geo-targeted audio ads, endorsements, and promotions are still an option.  Plus you will be able to choose the type of listeners you would like to go after based on format and subscription data.

Will radio stations as we know it go away?  Most of them will, but a few innovative ones that have good program directors will stay around programing music, but most of them will just managing talent.

Obviously this all depends on getting hi-speed wireless internet connections becoming main stream, but that is just a matter of time.  Look at what is happening with the Iphone 3g.

What do you think?