What's Wrong with Vuvuzela Marketing?
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Using the Vuvuzela of World Cup fame to illustrate how traditional one-note marketing is yielding to an orchestra of social media and digital marketing.
Transcript of What's Wrong with Vuvuzela Marketing?
What's Wrong with Vuvuzela Marketing?By Bob Snyder
Speak up, I can’t hear you!
The Sound of the World Cup
You can argue the real World Cup winner was the stadium horn of South African soccer, locally known as a humble “Lepatata...”
... now in OED and
famous the world throughout
as the vuvuzela
Primitive & Effective...• ...As a sound device.• So, what’s wrong
with Vuvuzela Marketing?
• It’s single note...• It’s annoying...• It’s out of date...
Tribal interest• Just as
marketing is used by companies to create customer interest in brand, products and services, the kuduzela stimulated interest in the tribe from members.
But Tribes Change...
The World Changes
Today’s modern DURBAN
The GAME itself Changes
Changes in Our IT World• Context-aware computing• Pattern-based strategy• Social Networking• Cloud Computing
The Confluence of Four
• Cloud, context, pattern, and business social networks are linear notes, but the confluence of the four that will create a different sound for what we do with information technology.
• The purpose of technology was to add efficiency and cut costs: now it’s more to do with revenue, value and citizen involvement than cost optimization of back-office processes.
Increasing Segmentation
• By Product• By Customers• By Channels
Segmenting? No Fracturing!
Advent of Social Networking• A New Conversation Begins....• Business Implications
The Power of Facebook• More than 400 million
active users• 50% of active users log
on to Facebook in any given day
• Average user has 130 friends
• People spend over 500 billion minutes per month on Facebook
Social Media Experts• Make a guess as to HOW MANY
experts on social networking we have?
Twitter Vuvuzela?
• Only 8.7% of TWITTER messages could be said to have "value”
• Self-promo 5.9%• Spam 3.75%• Talk 37.5%• Babble 40.5%Source: Pear Analytics
Only 8.7%?
Brands & Twitter
Source: Razorfish Digital Brand Experience Study
How online content maps to the IT buying process
The TechTarget Media Consumption Report
Anti-Social Networking• Out of 255 Enterprise 2.0
applications– 70% are capable of
transferring files– 64% have known
vulnerabilities– 28% are known to
propagate malware– and 16% can tunnel other
apps.
Source: Palo Alto Networks
Mobile Phones & Devices
• Swiss Army knife utility• New form factors• When combined with
social networking...powerful!
iPad Fuss Missed The Point
It’s About What He’s NOT Holding in His Hands...
The Power of Applications
Cloud Computing
GET YOUR HEAD OUT
OF THE CLOUDS
Changes in the Tribe
Hook Instead of Hammer
• Lead Generation: The hammer was the telephone with endless cold calls beating executives into appointments by attrition.
• The hook is an opportunity for the executive to learn something insightful about their own business, industry, or competition.
Partner Preparation
• We slice, dice and tier our partners
Level Playing Field vsLevels of Playing Fields
Fill-in–the-Form-itis
It was supposed to be HIGH TECH, HIGH TOUCH...circa 1980 author and Apple PR guru Regis McKenna
The Greying of the Channel
Ben Stiler, Then and Now (42)
They Know More...
They Have More Access
Access to...
...Your Sources of Supply
...Your Components
...Your Record
...Your Competitors
...Your Other Partners
What the Partner Wants
• A stable regime• Simple, clear
programmes• Less paperwork• Communication• “Don’t Step on
My Toes”
Vendor Certification
• It was a pretty good trick to get channel to pay for their education to sell your products, but...
...Where is the Certification for PARTNER MANAGERS?
• You send channel partners to other web sites.• You measure how many partners refer other partners
to you (Net Promoter Score) and reward that.• Your only customer service policy is to do right by your
customer.• Your channel are doing things with your product that
you never imagined and they are posting videos.• Partners are posting you on social networks.• You know you compete for your partner’s attention
with others.
Signs You Are A Partner-Centric Business
Vuvuzela Marketing
The vuvuzela rocks stadiums with its loud and raucous sound that reflects the exhilaration of supporters...
Its high sound pressure levels at
close range can lead to permanent
hearing loss for unprotected ears
after exposure.
Sound pressure of 120 dBA (the threshold of pain) at 1 metre (3.3 ft) from the device opening!
Vuvuzela Marketing...
• Was right for its time...• But today it grates on
customer and channel alike...
• The note it hits is PAINFUL, not playful
Instead...
• SymphonyOrchestra
For some reason...• Personally, I favour lots of STRINGED
INSTRUMENTS
Thanks for Listening!
We publish Channel News for Solution Providers throughout EMEA.
www.ConsumerIT.euwww.IT-SP.eu
www.On-CE.euwww.ProAVbiz-Europe.comwww.DigitalSignageNews.eu
Click on photo to hear the LAST vuvuzela marketing of WORLD CUP 2010.
Read our News for EMEA Channels on these sites...
