joss stone - new marketing guru

Content wants to be free, piracy can be a business model. And pop-soul karaoke star Joss Stone agrees.

'Music should be shared. I believe that this is how music turned into like, some crazy business. The only part about music that I dislike is the business that is attached to it. Now, if music is free, then there is no business, there is just music...
...As long as you come to my show, and have a great time listening to the live show it’s totally cool, I don’t mind'

She understands that the tour-to-promote-album music biz model is now flipped on its head and a digital, easily distributed (ie shared) product is now the marketing for the live experience.

And who knows, make a special cd in a nice box with a free tshirt or something and fans may even buy the physical product too.

joss quote via mashable

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how to do merchandising

from rob mosley's blog

This is how you do merchandising:
- catch people's eyes
- demonstrate the product's key feature (its big)
- don't put 'orrible big signs up that scream prices/benefits at people

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Design coding by The Poetic Prophet (AKA The SEO Rapper)

Just discovered this guy.

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thought for the day

This excerpt from 'How to Become a Social Media Expert' by CS Penn struck a chord.

'..the measurements that count most to you will likely have nothing to do with friends, followers, betas, or invitations, but with differences and positive changes made, accomplishments logged'

full article here

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You talk the talk. Do you walk the walk?

As some of you may already know, I'm off to pastures new having resigned form my current job a few weeks ago. I've got another 5 weeks or so to go before I embark on a new phase of my career. More details on that a bit nearer the time, but suffice to say I'm very excited about the challenge that awaits.

One of the questions I was asked during the interview process was around this idea of 'how [am I] going to implement [my ideas] in [the new role]?'
The simple answer is 'walk the talk'.

In this business, how can we expect our clients to embrace the changes in how media is produced, distributed, consumed etc if we (in agencies) don't demonstrate this ourselves?
It's kind of what Jaffe calls 'use new marketing to prove new marketing'.

And what better way to walk the talk, than in a pair of shiny gold hand-made brogues from Church's in Piccadilly?

I'm a size 11, by the way, in case they are reading.

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carling 'barslide'

I liked this point of purchase iphone app for Carling lager from BMB.

Its a skill based game where players attempt to 'slide' a pint to their mate along the bar by tilting their mobile use the handset’s inbuilt 3 dimentional motion detection. A successful slide wins an iPint, which fills up the screen just like a real pint. You can then ‘drink’ the virtual pint.

hat-tip to @jamiec.

UPDATE:
Sorry it looks like BMB have taken their link down.

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variations on a meme

There's a mini-meme a-brewing round the Droga5/Net 10 - what is the role of the agency? - ad-google-purchase - conundrum stirred up by Alan Wolk, elaborated on by Cam Beck, amongst others and mentioned here a couple of posts back.

To recap: Droga5 make cool viral and :30 for US mobile operator Net10. Net10 claim in ads that other providers are evil. Cursory googling of Net10 customer reviews reveals Net10 customer service etc to be pretty average at best in the eyes of users.
Many of the comments on Scamp (where the debate started) reckon agency make ads, duff products are nowt to do with us.

Alan says: 'too many agencies can’t even be bothered to use Google to see if the product actually lives up to the brief. Can’t be bothered to realize that for most non packaged-goods items, the consumer pattern is now ad -Google-purchase.'

Semi anonymous commenter bg adds:
'I think one group escapes blame here: brands. [Brands] are just as responsible for the fragmentation of advertising and marketing responsibilities as anyone...'

Mulling this around on the train home while listening to Elvis Costello's classic '89 album 'Spike' a lyrical couplet resonated somewhat.

'One day you're going to have to face
A deep dark truthful mirror
And it's going to tell you things that I still love
you too much to say'
Elvis Costello 'Deep dark truthful mirror'

We recently worked with [Brand X] on a project involving user generated content.
The project ended up being compromised a bit by the reluctance of the client to incorporate some of the (most basic) social elements to the project. The reason for this was; that some students had conducted experiments with [Brand X] product - the results cast a shadow on the integrity of some the the claims about the product.
[Brand X] then had to take a serious look at their product (and into the deep dark truthful mirror)and get it fixed.

Seems to me the same connundrum here.

Brands need to be aware that not only is the adage 'you're brand is not what you say it is, it's what google says it is' ringing true - its also what google potentially says it is once the eager pro-sumers have finished conducting their experiments.

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Wii tennis at Waterloo station

Spotted these Wii tennis stations set up on the concourse at Waterloo this morning - at the start of Wimbledon week.

Part experiential, part 'tryvertising' (i guess it's semi contextual as Wimbledon bound punters will be going via Waterloo).

I hope South West Trains will be providing the Wii demonstrators with free strawberries and cream as a thankyou for keeping irate travellers occupied during the inevitable cancellations and delays.

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social media in plain english

by commoncraft

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Is there any point to great 'advertising' if the product is flawed/suspect/crap?

In this post on Scamp about Net10's 'evil' campaign - featuring firstly that clip of the mobile phone in the microwave and then the full on cartoon tv spots - there was much debate about the whys and wherefores of the ad idea and execution but, for me, it only gets going when commenter Alan Wolk aka tangerinetoad wades in with this nugget.

'I'd like to suggest, as an experiment, that all of you who like this commercial and/or campaign do what the average consumer will do upon seeing it, which is to go over to Google and enter this phrase:

net10 phone service reviews

Then click on the first couple of results. Including the one from Amazon.com

You'll quickly see why the serious problem with these ads, and why, given the online comments about Net10s customer service (or lack thereof) they probably have a net negative effect.'

The response from other comments was along the lines of 'what can the agency do if the product is broken? we just do the advertising?'

This approach to advertising has had it. Finished.

It's basic insight stuff. Anyone can now search for real reviews and get a picture of the reality of the product. The agency should do this first then review the strategy to address real perceptions from real customers (or ex-customers).

This is not brain surgery.

But that might interfere with the making of smartypants ads to win industry back-slapping awards. Which is sadly often the case.

Don't get me wrong, the 'ads' are great - just for the wrong product it would seem.
And thats where it all falls over.

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thought for the day

'If you dont like change, you're going to like irrelevance even less'
General Eric Shinseki, Chief of Staff, US Army

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hey! bo diddley - RIP

Goodbye to a rock'n'roll legend - originator of the Bo Diddley beat, probably more famous due to the likes of The Who's Magic Bus than his own tunes.
According to punky lore, while on tour with the Clash in 79, Bo let his guitar sleep on the bunk in the bus while he kipped in the chair, re-inforcing the legend with Strummer and co.

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book club - mark e smith 'renegade'

'I hope this book turns out like Mein Kampf for the Hollyoaks generation'

Ive just read this.
Less an autobiography and more a loosely collated stream of ramblings stitched together and interspersed with prose ‘chapters’
It’s a a whisky, beer and sulphate soaked journey through 30-odd albums, umpteen band members, fighting, prison, ballet, dead popes, voting Tory, and reading the scores on Grandstand.
It’s not the definitive biography – it’s what Smith wants you to know.

Threre’s a lot in common with Dylan’s ‘Chronicles’ though Smith would baulk at that as Dylan is one of the sacred cows who get’s a mauling.

None shall escape the judgement as MES lets rip at everyone from Elton John, John Lennon to Jo Whiley and anyone at all from Brighton – but with a fluency and brutal honesty that persuades you to go along with even the most scathing and unreasonable theories.

To be fair though I drew the line at the idea that the Glitter Band were more influential than the Sex Pistols.

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