Wednesday, March 3, 2010

The Art of Marketing - Part 1 Seth Godin

I was fortunate enough to attend the Art of Marketing at the Convention Centre in Toronto yesterday. My thanks to 680News Toronto and Alex Smith for the invitation. We were treated to a day of new millenium thinking by guru Seth Godin, Mitch Joel, Dan Heath, Sally Hogshead, Max Lenderman and James Othmer.

Today - part 1 in the series.

Seth Godin

Seth Godin - Hailed as "America's Greatest Marketer" by American Way Magazine, Seth Godin is a best-selling author of ten books, the most popular ebook ever written, and the most popular marketing blog in the world.

Godin's first book Permission Marketing, was a New York Times best-seller that revolutionized the way corporations approach consumers and influenced the way people think about marketing, change and work. His other books include Tribes, Meatball Sundae and All Marketers are Liars. His books have been translated into more than 20 languages, and his ebooks are among the most popular ever published.

Godin is responsible for many words in the marketer's vocabulary, including permission marketing, ideaviruses, purple cows, the dip and sneezers. His irrepressible speaking style and no-holds-barred blog have helped him create a large following around the world. He holds an MBA from Stanford and was called "the Ultimate Entrepreneur for the Information Age" by Business Week.

Here are some hilites from Seth's comments yesterday.

1. "There has been NO big brand in the last 10 years built on the back of interupting strangers." The point Seth was making was that the old school world of buying network television or a bunch of billboards or magazine ads is no longer the way to build buzz around a brand. People are used to an internet where they decide when they'll allow messaging into their minds, and the messaging needs to be crafted in a way that isn't offensive to their sensibilities.

2."Ideas that spread, win." It's a new viral world and great ideas that inspire, amuse, shock get shared, and so do the associated impressions.

3.Advertisers that craft with their mind on the organic footprint will win because people are recognizing the world does have an expiration date.

4."People want to buy and interact with brands that stand for something. "And people follow leaders. Brands that build a story, some meaning around their brand jump ahead of the competition and leave them in the dust. Story brands like Nike and Harley Davidson have set the bar high.

5."If I can write it down, I can do it cheaper. "Seth talked about the mechanics of business dating back to Henry Ford's assembly line. Even today, if you can come up with the big idea and commit it to words, that's the most difficult part of the process. Finding other's to put it into play is not nearly as difficult.

6."Solve interesting problems and lead." The survivor of the new economy will be the individual who sees problems, and determines ways to get around that hurdle, and then inspires others to join in and lift the company as a whole into a new realm of success.

Coming up tomorrow, Mitch Joel and some shocking statistics.

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