Should we strive to be all things to all men in marketing?
Or would it be better to focus on a few products and zoom in on specific areas of strengths?
Why Less is Often More – The Power of Focus
The Fragility and Fury of Pompeii
After waiting for the (non-volcanic) dust to settle from my assignments, readings and thesis writing, I took some time off today to visit the exhibition “A Day in Pompeii” that is now showing at the Melbourne Museum till the end of October. I have a personal interest to view this blockbuster exhibition as I have visited the site some 15 years ago in 1994 when I toured Europe as an undergraduate. If you wish, you can actually experience Pompeii online with this wonderful virtual walk through that allows you to see what is available in each gallery. Of course, nothing beats the real thing!
Nestled in what is now close to modern day Naples in Italy, the ancient city of Pompeii lived under the ominous shadow of the volcanic Mount Vesuvius. Citizens and residents of that town-city were used to the occasional rumblings of the dormant volcano, and took it quite matter of factly. It became a part and parcel of life, according to famed Roman lawyer and magistrate Pliny the Younger. Nobody could have suspected that a disaster of cataclysmic proportions was about to occur.
Which Comes First? The Picture or the Word?
On the world of advertising, three posts in particular hit me recently. All three looked at the various visual and verbal effects of advertisements and their relative impacts on a consumer’s response.
The first is by Vivienne of Versa Creations, who shared about Ikea’s latest advertisement which apparently confuses more than it convinces with poorly taken pictures. Have a look at the advertisement below to see what I mean:
Courtesy of Versa Creations
On a Cold, Dark and Still Night…
After a fun-filled day of climbing windy cliffs, gawking at gaping pelicans, and strolling amongst slippery sea lions, we made our way back to our resort at American River of Kangaroo Island. The night was cold, very dark (street lights are infrequent on Kangaroo Island) and extremely quiet. Not a soul was stirring as our rented car trundled past the dirt path nearing our residence at Casuarina Suites.
Until suddenly, I thought I spotted something with two bright shining eyes staring right at me beside the fence on the road.
How Market Leading Companies Do It
In the world of business, there are few winners and many losers. The merciless marketplace leaves little room for companies trying to be all things to all men, spreading their resources too thinly across many areas. Those who make it focus their energies and resources on focusing their energies on one of the three key value disciplines – operational excellence, product leadership or customer intimacy – and look at ways to continually improve superior value.
According to The Discipline of Market Leaders, the true formula for enduring strategic success is to be either operationally excellent, exceptional in leading the market in product development, or to have one’s entire business closely integrated with one’s customer’s processes. Authored by Michael Treacy and Fred Wiersema, the slim volume proposes that market leaders choose their customers carefully and find the best ways to meet their needs in a highly differentiated and focused manner while ensuring that quality standards are not compromised.
The Aura of Anticipation
Courtesy of Hella Bus
Have you wondered why a perceived treat or reward sometimes appear better than they really are? Or experienced the endless wait for a brand new gadget to arrive in the stores, rushing to be the first among your friends to get it? How about the thought of that luscious holiday in Europe, where you can soak in the sights, scents and sounds of culture?
The one thing holding these disparate consumption experiences together is anticipation. An oft-forgotten but oh so powerful emotion which grips everyone of us.
Strolling Among Sea Lions
One of the best things about Kangaroo Island on South Australia is its abundance of wildlife beyond just kangaroos and other marsupials (the traditional hallmark of Australian fauna). As a sanctuary for many marine-based birds and animals, the island attracts a wide diversity of wildlife both avian and aquatic. Many of these animals are indigenous to the island, and they include the Australian Sea Lion and New Zealand Fur Seals, members of the well-loved Pinniped family of marine-based mammals that exhibit interesting social behaviours.
To catch those blubber-coated creatures up close and personal, we ventured to Seal Bay at Kangaroo Island on the second day of our trip there. Here are some photos of our journey.
Seal Bay is both a conservation park, wildlife reserve and a tourist attraction rolled into one. Here’s a usual pose by the sign post.
Calculating Return on Marketing Investments
Now you can splash those ads without fear! (courtesy of Entrepreneur magazine)
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker (1838-1922)
Sadly, this age-old problem is still faced by many CEOs and CFOs in an organisation.
All of (Capitalist) Life is But a Stage
American Girl dolls casting their branded charms (Courtesy of Lauren-xo)
“Lights, cameras, action!” Put on your “costumes”, don your best “branded” behaviour, and perform in the stage of life’s biggest commercial brands.
That seems to be the key message of Maurya Wickstrom’s volume Performing Consumers which described the multiple ways in which big brands endear themselves to their customers through performance and theatre. Peppered liberally with theories of performativity and theatricality, the book illustrated how the creation of brandscapes in the retail environment induces deep emotional connections between man and merchandise.
Are Museums All Things to All Men?
Dinosaurs are a surefire hit, but should all museums have them? (taken at Melbourne Museum)
Should museums and galleries always attract the largest and widest crowd possible, attracting/attacking every customer segment? Can they be scholastically superior, operationally efficient, highly entertaining, marketing savvy, and customer oriented at the same time? Are major blockbuster exhibitions the only way to draw a big crowd?
Some of these issues were tackled in this excellent post by Nina Simon (of Museums 2.0 blog) in an interview she conducted with John Falk and Beverly Sheppard, authors of the book “Thriving in the Knowledge Age: New Business Models for Museums and Other Cultural Institutions”. Admittedly, I haven’t read the book yet but I am definitely going to check it out.