Strategy should be complicated, but tactics should be simple
My approach to marketing strategy is often a quest for completion. A chain is only as strong as its weakest link. For want of a nail the shoe was lost; for want of a shoe the horse was lost; for want of a horse … and so on. The layered messaging model is a prime example of that.
But while strategy often needs to be made more complicated, tactics often need to be simplified. This hilarious video — hat tip to my favorite web designer — tells the story.
| Categories: Marketing theory | 24 Comments |
Always be marketing
Guy Kawasaki argues that you should always be selling. Specifically, he suggests:
Creating a successful business requires effective persuasion. This study shows that great persuasion sometimes occurs when people don’t expect it. This means that you should always be selling—you may persuade people when you least expect it. This is also a good argument for the potential power of tools such as Twitter and blogs. These new approaches can open doors for people who haven’t thought about a new concept.
If you think about it, what Kawasaki really means is: You should always be marketing.
Looking at him briefly from afar, I’d guess that Kawasaki’s priorities are something like:
- Keep building awareness.
- Stay on message.
Judging by the recent election season, most political campaigns would agree. In enterprise IT, however, I’d tweak and flip them, to:
- Stay on one or more of your messages.
- Build awareness in the right audiences — prospects and influencers alike.
| Categories: Marketing theory, Political marketing, Technology marketing | 3 Comments |
Do influencers think along the lines of the layered messaging model?
I originally came up with the more techie version of the layered messaging model
Enterprise IT product (sustainable-lead messaging stack)
- Tangible benefits
- Technical connection
- Features and metrics
- Technical connection
- Fundamental product architecture
because it’s a pretty good representation of how I think. But what about other influencers? Do they view things in somewhat the same way? Read more
| Categories: Analyst relations, Layered messaging models, Marketing theory, Technology marketing | 3 Comments |
Generalizing the layered messaging model
In my introductory post on layered messaging, I laid out two basic templates for enterprise IT messaging. But consider, if you would, the following
General layered marketing template
- Tangible benefits
- Credible causal connection
- Measurable characteristics
- Credible causal connection
- Fundamental nature
| Categories: Campaign 2008, Layered messaging models, Marketing theory, Political marketing | 1 Comment |
Enterprise IT marketing — a layered messaging model
Two things matter about marketing messages:
- Do people believe you?
- Do they care?
It’s easy to meet one or the other of those criteria. What’s tricky is satisfying both at once.
Many marketing consultants, me included, would phrase the core messaging challenge in terms such as:
What’s the most compelling claim you can make that people will actually find credible?
| Categories: About this blog, Analyst relations, Barack Obama, Layered messaging models, Marketing theory, Technology marketing | 13 Comments |
I’m not the only one who thinks vendors underdisclose
Here’s a real-life example of something I talk about all the time — the need to not just tell a story, but to give simple and persuasive reasons why it is true. David Raab is a huge fan of QlikTech’s QlikView, as both a reseller and blogger. Precisely because he is such a great advocate, he is frustrated by the company’s lack of technical specificity and disclosure. To wit (emphasis mine): Read more
| Categories: Analyst relations, Technology marketing | 2 Comments |
Restoring sanity to technology news embargoes
Technology news embargoes are a mess.
- Companies insist that news should be embargoed until press releases hit “the wire,” then don’t live up to their planned schedules as to when the releases will actually hit.
- Embargoes are commonly broken by bloggers working from home, online trade press working in non-US time zones, and the like.
- Companies are often maddeningly indecisive or vague as to what parts of a briefing are or aren’t embargoed.
Basically, a custom that worked fairly well in the age of heavily staffed weekly and monthly print media has not been adapted well to the up-to-the-minute, fragmented online age. Here’s what I propose to at least partially fix things. Read more
How to pitch me
Slightly edited June, 2010 to strike out passe’ parts.
In a good new trend, analysts are putting up explicit “How to pitch me” notes. (Carter Lusher has links to some of them.) Here’s mine. Read more
Know your audience
I just had one of the most ridiculous meetings I’ve had in a long time. A vendor about whom I and various other press/blog/analyst outlets had already written asked to meet with me. Three top executives schlepped out for a loooong dinner. Unbeknownst to me in advance, the company expected to hold the meeting under embargo. When I asked at the end of the meeting “So, what about that is embargoed”, they responded (in effect) “everything” — notwithstanding that they had received substantial coverage already, and that in 3 hours we hadn’t talked about any details of the sort that normally would be NDAed. No customer names, no product announcements, nothing. They just didn’t want coverage until their “launch date” 3 weeks hence.
Despite that investment of time in meeting with me, they’d obviously done little or nothing to prepare. Read more
How Hillary Clinton can still differentiate herself from Barack Obama on foreign policy
Obviously, these are difficult times for the Clinton campaign, and Barack Obama is the most likely Democratic nominee for president. His messaging strategy, so far successful, has in essence been:
- Pitch “change” as a top-level message.
- Claim that being a pro-change outsider is more conducive to getting things done than being an experienced insider.
- Adopt similar policy positions to his rivals, so as to reduce the chance for differentiation there.
- Show that he’s not “too much” of an outsider, by collecting insiders’ endorsements.
- Claim that primary electoral success demonstrates both that he’s likely to have general election success in the fall and also that he’s likely to lead effectively once elected.
So Clinton desperately needs to differentiate herself from Obama, beneficially, more than she already has. But how? Read more