Thursday, May 19, 2011

7 Radical Energy Solutions, Made Interactive: Scientific American

This is one of the most compelling examples I've seen [in ages] of multimedia and design enhancing information and communications.  Crazy-brilliant innovation, gorgeously communicated. 


If you only read/view one science-related thin this week, do yourself a favor and make it this one!

7 Radical Energy Solutions, Made Interactive: Scientific American

Monday, May 16, 2011

Annuitizing Returns on Marketing Investment

Tom Fishburne's latest cartoon, "Still on Facebook," bemoans the all-too-frequent assumption by some execs that social media programs have short-term durations. The gray-haired senior exec in his cartoon is shown asking, "Why are we still on Facebook? I thought that Social Media was last month's campaign." Great capture of another iconic moment in marketing.

But, then Tom contrasts social media with advertising in the accompanying blog posting. Hold on there cowboy ... ! Here's where we diverge experientially.

The fact is, the same thing is true of any marketing program — even advertising. PR, direct, event marketing, and advertising all require ubiquitous and consistent implementation over time.

Think of it simply as "Out of sight -- out of mind." Markets have short memories, so hit and run campaigns will yield equally fleeting results.

On the other hand -- and this is important -- a sustained strategy that keeps your name and value prop in front of your market via well-targeted tactics/programs will begin to earn annuitizing returns before long. When this happens, each ensuing touch point carries greater and greater impact. Because your market has been sensitized to recognize your brand and register its characteristics by all the previous touch points.

We're not talking immediate gratification. But we are talking about strong, powerful brand development. The kind that significantly increase your valuation multipliers.

Tom suggests we stop thinking in terms of "campaigns" and start thinking of "commitments." This is good, but I like to take it one step further. Instead of talking about of Marketing budgets as "Expense," it is more accurate to refer to it as Investment.

Then, don't be surprised when you see your Investment earning Returns. That's the key indicator that you and your team have your heads around effective marketing, and are executing well.

Check out Tim's blog and cartoons here, and have a great day.

still on facebook | Tom Fishburne: Marketoonist

... just thinking out loud.
Melissa

Friday, April 22, 2011

Weston-Morse Announces 2011 Earth Day Killer Company: TerraCycle

Check out TerraCycle at http://www.terracycle.net and in this video segment from CNBC. You'll like what you see, you'll love the company.

How I Made My Millions: TerraCycle

Thursday, April 21, 2011

Wednesday, April 13, 2011

"Spellcheck urself b4 u wreck urself" (or "How to Shoot Yourself in the Foot Using Social Media Without Really Trying")

Ah, social media. A green marketer's dream come true, an English teacher's worst nightmare.

The writer/editor side of me shudders at these "bloopers," but the irreverent Student-of-Human-Behavior side of me delights in the absurdity.


The lesson for the marketing practitioner is simple: Diligent proofreading is de rigeur for all media.

Why? Because more people are likely to see your firm's Facebook and Twitter postings than your data sheets, so making the mistake of dashing off a Tweet on the fly can potentially cost you more than reprinting those brochures. Treat your posts with the same care you do your sales presentations. After all, you don't want to end up featured in a rogues' gallery like "Best Obnoxious Responses ..."

Right? Right.

... just thinking out loud.

Friday, March 18, 2011

Outsourcing Social Media | Tom Fishburne: Marketoonist

(God, I wish I was this clever!)

In the waining hours of SXSW, Tom created this pitch perfect cartoon and drafted his always-entertaining perspective in the following. Nine times out of ten, Tom is my hero -- for his candor, wit and sense of humor about all the comically misguided stuff we say and do in the name of Marketing.

The point is, outsourcing in the name of focus on core competencies is Lean Business 101, Social Media in the name of reaching your actual market with relevant content, offers, and messages is both Green Marketing 101 and Marketing Communications 101.  But, when the two are combined and handed off blindly to a third party . . . well, all you get is this cartoon -- and, of course, a waste of budget.

Enjoy and have a great weekend!

outsourcing social media | Tom Fishburne: Marketoonist

... just thinkin' out loud,
Melissa

Wednesday, March 9, 2011

Imitation With Innovation Reduces Risk in Startups - Martin Zwilling - Startup Professionals Musings - Forbes

Tough to fault the logic in this brief discussion -- despite the purist's urge to rail against it.

A critical aspect to taking an existing idea and making it better, more viable, more commercial, more available, etc. is the benefits to the industry at large and the markets served.

I can think or scores of "Imitation Innovations" that have provided endless benefits -- ranging from more jobs to better quality of life: Wang word processors and computers evolved PCs and Apples; Magellan evolved Windows and Mac OS. And don't get me started on biotech and pharma developments.

In Cleantech, early evolution is still happening in real time, before our very eyes: the evolution of solar panels to today's photovoltaic cells; LED lighting; Syngas; algal fuel processes -- even food packaging.

And have you tried to secure funding for a truly innovative product/ service/business model during the past four years ... !? Let's just say, "Imitation Innovations" are far more appealing to the overwhelming number of risk-averse (i.e., zero risk) funding sources out there.

I guess my purist side is at peace with this.

Imitation With Innovation Reduces Risk in Startups - Martin Zwilling - Startup Professionals Musings - Forbes