Passion Archives - Page 10 of 25 - McLellan Marketing Group

Who came first – The Mac Guy or the Mac User?

February 2, 2008

That Mac Guy in the Apple ads is pretty confident. He knows the Mac is a superior machine and so he can afford to be nice to the poor PC, who can’t really help being inferior. Afterall, it’s not that he isn’t a nice guy, but it’s just that he’s not Mac.

That’s the basic theme of the Apple spots, featuring the Mac Guy. Here’s a great example of how Apple has positioned the product and personality of their products.

They’re funny, memorable and different. They’re also very spot on, when you think about your favorite Mac user. Most Mac users I know (myself included) feel a little cocky about the fact that they’ve discovered (in their opinion) the superior computer.

In fact according to a recent article on AdAge.com, Mindset Media did a study and found that the ad’s personifications of Mac users was dead on. Their research "mind-set profile" — a psychographic ranking system that scores respondents on 20 different elements of personality — found Mac users to be more assured of their superiority, less modest and more open than the general population. (The article goes into more depth on the study…a good read)

On the flip side, the one and only area where PC users did stand out as statistically different was in creativity — low creativity, that is. Mindset Media found they tend to be realists who are emotionally steady and work well with what they’re given. (Sorry, PC readers, I just really could not resist. I know lots of you are very creative….despite what the study said!)

But here’s the marketing question. Which came first? Has the Mac Guy influenced and shaped the Mac Users’ attitude? Or does Apple have a remarkable handle on their customers and was able to create Mac Guy as a compilation of all their Mac Users?

Marketing question #2 — what do you think the impact is, from the Apple brand perspective, of this alignment long term?

Put a little heart into your business

January 9, 2008

If you’ve read this blog for any length of time, I hope that it does not come as a surprise to you that I was drawn to a business book called Lead with Your Heart.

Truth be told, I would have read it regardless of title, because Lewis Green wrote it. I have great respect for Lewis, his business acumen and his marketing skills. I also consider him my friend.

I know what you’re thinking. A book with a title like that could easily be all fluff and no real stuff. It had the potential to be touchy-feely without making the business case.

Have no fear. Lewis didn’t let us down.

You see, this book isn’t really about peace, love and feeling groovy — but instead it is a very practical, straightforward study on how to increase profits, retain your best employees and develop customer loyalty that will last for many years.

Lewis contends (and I agree) that a values-driven organization where people (employees, customers, vendors/partners) are more important than profits — yields the best of both worlds. Happy people AND a profitable business.

Lewis serves up relevant case studies and business stories. He holds up some of the best companies (Starbucks, GE and 3M) as learning labs. And he ends each chapter with a Points to Ponder feature that captures the most salient nuggets.

You’ll find sample sales letters, discussions about strategic planning and all kinds of marketing smarts in this book. But you’ll also find the human ying to balance the business yang.

I wholeheartedly agree with Lewis’ premise — and think you will too. Leading with your heart isn’t just good for the soul, it’s good for business. Grab the book. Read it. And in the spirit of leading with your heart — share it with your team and then brainstorm how you can put it into play at your workplace.

2008 wish?

December 31, 2007

First and foremost — Happy New Year! I hope this next year is filled with all that you wish for and a few surprises along the way.

Here’s my question for you. If you could wish (and grant that wish) for one thing…for one person (not a worldwide wish like world peace) this year…what would you wish, who would it be for and why would you wish it so?

Image courtesy of: www.new-year.in

Age of Conversation’s gift of life

December 24, 2007

Today seems like a very appropriate day to talk about the amazing gifts that the Age of Conversation has made possible.

All the proceeds of this remarkable book were donated to Variety, the Children’s Charity. Because we wanted the money to represent the international make up of our authors, we earmarked the money for one of Variety’s programs, Lifeline.

Lifeline’s sole mission is providing medical assistance to children with treatable and survivable heart conditions in countries where the appropriate medical facilities, expertise or resources do not exist.

Lifeline’s primary focus continues to be pediatric cardiac surgeries, but is also involved in pediatric neurosurgeries, cranial-facial procedures, tuberculosis, neo-natal clinics, pediatric rehabilitative medicine and plastic surgeries for children all over the world.

Thanks to the diligent efforts of the authors and other bloggers — together, we have donated over $11,000 to the charity in 2007.

I thought you’d enjoy seeing the faces of some of the children who have literally had their lives saved in the last few months.

There are children alive and laughing today because of your efforts.

And added plus — Lifeline’s efforts will be featured on the Today Show (NBC) on Christmas Day. Not sure what time…but tivo it!

Are you boring your customers?

December 17, 2007

When was the last time you told a friend about an experience you had that was absolutely ordinary? A meal that was good. Customer service that was adequate. Nothing wrong…but nothing special either.

We sure notice when a product or service falls below our expectations but give us just what we expect and we’re pretty underwhelmed.

Actually, we’re jaded. We don’t notice, let alone talk about the ordinary. The expected. The good enough. We don’t get excited unless something extraordinary happens. That’s how we live our lives as consumers.

But when we put on our marketing hat, we’re astonished that the marketplace doesn’t applaud our efforts every day. Truth be told…many organizations are satisfied with just delivering satisfactory.

You don’t have to create a circus in your consultation room or have minstrels wandering through your store. You don’t have to serve gourmet snacks outside the dressing room. But you do have to find a way to infuse something remarkable into your product or service.

Now here’s the tricky part – it also has to be genuine. Consumers are not only jaded but they’re smart. Rightfully so – they hate being manipulated and they can spot insincerity a mile away. So a manufactured moment feels forced and insulting. The trick to creating the extraordinary is that it needs to come from the heart. The heart of the organization. Your brand.

It’s not as hard as you might think to take the leap to extraordinary. Take stock. Scrutinize every time you interact with a client and let your imagination off its leash. How could you change that moment and go beyond good to reach for spectacular? What would feel special and genuine from both your customers and your employees’ point of view?

What could you do that’s worth talking about?

Starbucks waters down their blend…er, brand

December 11, 2007

In response to reduced foot traffic, Starbucks has launched their first foray into TV advertising.

According to an article in BrandWeek, Starbucks CEO Jim Donald is quoted as saying "we’re trying to reach out to this broader audience that maybe has not had a chance to experience Starbacks." Sorry Jim…but exactly where are you running these spots? Outer Mongolia? Who on this planet has not had the chance to experience Starbucks? But I digress.

The trio of spots carries the "Pass the Cheer" theme. YouTube has a foreign version, but you can see the US trio here.

I think these 3 spots are the perfect case study for what’s wrong with much of TV advertising today.

They’re fine.

Which is exactly the problem. The animation is fine. The music is fine. The message of warmth and goodwill is fine.

But none of it says Starbucks.

Most of it doesn’t even say coffee, let alone point to a specific provider. One of the golden oldie rules of branding is if you can swap out the current logo and replace it with a competitors — you’ve got problems if the spot still works.

Well, guess what — the spot still works. (Although I will argue, it’s weak for any coffee company.)

Over at John Moore’s Brand Autopsy, there’s the suggestion that the spots are better suited for Caribou Coffee. Perhaps.

But really the point is…in a world of grande, skinny, half-caf, double shot mucho mocha lattes — the Starbuck’s spots are a plain cup of black coffee. No matter whose logo is on them.

How disappointing from the company we marketers often point to as our branding example.

Thinking of going into marketing?

December 6, 2007

Somehow through the years, I’ve befriended many people who teach a college course or two. Which means I get to speak to many a college class.

Recently I was asked to give a presentation about my career path and how to break into the business.

Here are some of the lessons I shared:

It won’t go as you expect. One of the most valuable skills a marketer can have is the ability to dip, dodge, dart and dig. Flexibility and the fortitude to endure constant change is a must.

It’s not about the money. Sooner or later, almost everyone takes "the" job for money. And quickly realizes what a huge mistake that is. The job is grueling. Do it because you love it.

Be memorable. This is a business filled with smart, funny superstars. You have to find a way to stand out.

Do whatever it takes to break in. After the first job is on the resume, it gets much easier. But that first one is a bear to get.

Look for opportunities others don’t want — clean up the biggest messes. This is a great way to get noticed and demonstrate your passion for the business.

Always be the guy/gal on the bottom of the pyramid. He who supports his teammates will ultimately shine.

Never work for a jerk. Life is too short and there are too many good bosses out there.

Soak it all in. This is probably one of the most amazing eras of marketing — and you get to live it. Revel in that.

Steven Silvers at Scatterbox had some advice for students as well.

Do you know what’s impossible about this blog?

December 5, 2007

Well, to be honest, neither did I.

Which is why I was so excited when I received notice that Drew’s Marketing Minute would be the first blog EVER to be critiqued by the Kaiser (and Marcus Brown) in the new and free service….5 impossible things you didn’t know about your blog.

I don’t want to spoil the enjoyment of reading the assessment, so all I will say at this point is that I’m going to write about beer very, very soon.

And I know it’s difficult to control yourself, but do try.

Can you imagine a world without books?

December 2, 2007

I am very late to a meme that started in early November. My pre-vacation prep and time away just kept me from getting to this.

I was tagged by both Cam Beck and Phil Gerbyshak — both avid readers and among my favorite bloggers. Speaking of favorites — if you’ve read this blog for any length of time, you know I really love books. I love listening to them, reading them, and being surrounded by them. (Check out my bookshelves!)

You can learn a great deal about a person by discovering what books they read and love. That’s the goal of this meme. Let’s jump in.

How many books do I own?

Geez, I have no idea. The house is filled to the gills with books and we probably have 4 or 5 bookshelves at work too. So suffice it to say, many, many books!

Last book I read

Join the Conversation by Joseph Jaffe AND I Dreamed I Married Perry Mason by Susan Kandel.

Last book I bought

Not counting holiday gifts (I love to give books!) it was Now and Then by Robert B. Parker.

What I’m currently reading

I have several books going right now. Now and Then (see above), Herd by Mark Earls and Lead With Your Heart by Lewis Green.

What I’ll read next

On the road, I am getting ready to start Bad Business by Robert B. Parker (audio book), and the next two books in the pile are The Inside Advantage by Robert H. Bloom and The Watchman by Robert Crais.

What’s on my wish list

The list is, as always, bulging. But a couple that top the list are Walt’s People: Talking Disney with the Artists Who Knew Him by Didier Ghez and Juicing the Orange by Pat Fallon.

5 Meaningful Books (for me)

1. Odd Girl Out (Rachel Simmons)
2. Still Life with Woodpecker (Tom Robbins)
3. Radical Leap (Steve Farber)
4. Selling the Invisible (Harry Beckwith)
5. The Journey of Desire (John Eldredge)

Okay, tag time….(I apologize if you have already been tagged, I know I’m late to the party!)

Chris Wilson
Tim Johnson
Tom Vander Well
Liz Strauss
Tara

Keep your eyes right here!

November 30, 2007

According to Evan Carmichael, we should be watched! Okay, he didn't mean it that way!

Drew's Marketing Minute was named one of the Top 50 Marketing Blogs to Watch for 2008!

My thanks to all of you for making this an environment ripe for vibrant conversations. It makes it so much easier to create content, knowing that your thoughts, questions and explorations make each and every post better.

I also want to thanks Evan for creating the list. For those of you not familiar with the site,
EvanCarmichael.com is an amazing resource for small business motivation and strategies. With over 240,000 monthly visitors, 1,600 contributing authors, and 35,000 pages of content, there's something there for everyone.

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