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Marty's #DetroitChallenge Because Year End Top Ad Numbers Say Car Makers Still Don't Get It

Marty's #DetroitChallenge Because Year End Top Ad Numbers Say Car Makers Still Don't Get It | BI Revolution | Scoop.it
From www.marketingcharts.com - December 19, 2012 6:09 PM
After releasing its top TV programs of the year, Nielsen has now issued its lists of most liked new commercials, best recalled branded integrations in scripted shows, and top
Martin (Marty) Smith's insight:


** Scoop.it Exclusive **

Who spent more than 2x McDonalds et al. in advertising in 2012? Carmakers. If you are a tad on the ANGRY side reading that join the club. Our tax dollars haven't gone to making better cars or even helping Detroit GET IT. 


When I purchased my Nissan Versa from Michael Jordan Nissan in Durham I sat on Twitter with 5 windows open and it didn't matter. I still got taken. They loaded every possible extra on and I smiled like an idiot and signed. Problem is, like all customers, I figured it out right around the time for the first payment. 

No industry that makes customers feel BAD and STUPDID is sustainable in an Internet connected global time. When your spend $8B to promote the romance of heavy metal and then, at the point of truth, your sales process is not authentic, not fair, not transparent then NO AMOUNT OF AD SPEND protects you.

 

#DetroitChallenge
Here is my Detroit Challenge. I offer any car company $10,000 of FREE Internet consulting. You match with $20K in Internet marketing budget. I guarantee that whatever we create will outperform $1M in TV ads! 

 

In fact I am so sure of the value we can create for TIP MONEY compared to what Detroit is spending, When we create some AWESOME Internet marketing, launch it and watch the KPIs it will out perform.


If our Internet campaign doesn't outperform $1M in TV advertising based on any metrics Detroit wants I WILL PAY DETROIT $10K AND I will Contribute $10K To Cure Cancer! When our campaign DOES out perform the car maker courageous enough to play agrees to pay $10K to help cure cancer. 

That is how sure I am we win despite Detroit needing our Internet marketing expertise WAY MORE THAN anyone needs another stupid car ad. Does Detroit have the chops to take this challenge? I can be reached at Martin.Smith(at)Atlanticbt(dot)com.

 

The real question is why aren't cars sold like Apple sells iPads? Oh, the dealer network. Right Detroit's customer isn't my friends or ME it is the dealers and they love you. Your dealers perpetuate the fraud. 


Find another way; please FIND A BETTER WAY to go to market, to sell us a car and take my #DetroitChallenge  and we will prove TV is the new print. 

Chance of a car company accepting the #DetroitChallenge? Zero. Don't worry I am going to donate more than $10K to cancer research next year. We won't wait for the car companies to get it :). 

 

NOTE: the #DetroitChallenge is my idea and not associated with Atlantic BT where I am Marketing Director.

 

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Amazon Groceries? AmazonFresh set to expand? [+ Marty Note]

Amazon Groceries? AmazonFresh set to expand? [+ Marty Note] | BI Revolution | Scoop.it
From seattletimes.com - January 29, 2:50 PM
After five years, Amazon’s local grocery-delivery service remains in limited test mode, but the Internet giant recently has made some moves that could set the stage for expansion.

Via Eric Kramer, SwipeZoom
Martin (Marty) Smith's insight:

Can Amazon Succed Where Others Failed
Not a month after comScore comes out with their "over/under" report showing verticals such as grocery and health care where underpenetrated by the Internet Amazon opens up an old wound. 

You may not remember PeaPod from back in the bubble days, but others have attempted to solve the grocery dilemma. All previous efforts have been hoisted on the petard of "local delivery". 

Local delivery is a logistical killer. Think about it. The last time I went to my Super Target I purchased 20 items for a little over $100. With an Average Order Value of $100 you would have to add a hefty shipping charge. 

Problem is my Super Target is almost across the street from my house, so any hefty delivery charge seems a foolish waste of money. Funny how human psychology is because we don't hesitate to pay as much as 100% markup on our pizza to have them delivered. 

If Amazon can bring our minds around to the pizza zone they win. The pizza zone is about:

* Being lazy.

* Not wanting to go OUT (to cold, too crowded, whatever).

* Too busy (when I am on deadline it is hard to remember to dress and shower much less cook a meal). 

* Too boring (I started selling P&G soap in Wegman's in upstate New York and HATE going to the grocery store). 

* Not Fun - shopping is the 3rd circle of HELL for many (me included). 

 

Subscription & Mobile To The Rescue
I think there is a mobile enabled subscription play here. Schwan's has proven home delivery can work. Schwan's limitation is they ONLY sell frozen food. Will we trust someone else to pick our bananas and lettuce? Maybe if they create a creative approach (maybe we get a chance to see what fresh produce they are selecting via an app). 

The other way Amazon could resurrect the RIP PeaPod local delivery is to be creative about the money. If I can JOIN and earn social status and points, contribute input and be SOCIAL then grocery shopping is FUN and worth the surcharge. 

If anyone can do it Amazon can AND pushing more through their expanded distribution centers only lowers their fixed costs. Amazon is all about the arbitrage so Amazon Groceries could happen and could work.  

 

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How To Attack An Internet Marketing Castle - Secret Matrix Shows Even Top Websites Have Weaknesses

How To Attack An Internet Marketing Castle - Secret Matrix Shows Even Top Websites Have Weaknesses | BI Revolution | Scoop.it
From plus.google.com - January 16, 1:08 AM
Even Top Websites Have Strengths and Weaknesses
As a Marketing Director for Atlantic BT I always want to know the same things when a new customer is…
Martin (Marty) Smith's insight:

When new clients come to Atlantic BT we want to know four metrics:

* Traffic Rank.

* Social Following numbers.

* Pages and Inbound Links.

* PageRank (PR) for the home page and top interior page.

I've been an Internet marketer long enough to be able to almost tell a website's entire story from those 4 numbers. Each of these metrics is tied to the other in telling ways.

Strengths and Weaknesses of Top Websites
If you create a matrix of these values for the top websites it are easy to know where even an Apple is strong or weak. Apple has amazing page spread and links, but its traffic position doesn't deserve a PR9.

When you've been playing SEO games for more than 10 years you know Apple's inbound links include .edu links and those are the secret gold of the web. Google values .edu links higher. I just saw a demonstration of this when one of the cancer centers we are working with on Cure Cancer Starter was pulling a PR6 with the least amount of support I've seen.

The difference was in WHO was linking and again it was .edu links that helped the website achieve more than you or I could with the same page spread and inbound link numbers. WHO links to you is very important.

The chart above and on the link shows each website, no matter how all powerful, has areas for improvement. If you are entering a crowded web space do an analysis like this to help determine where to attack existing castles. If you want to attack Apple you would be a fool to attempt to out link them or page spread 'em.

Social would be the right breach weapon to use with Apple. Frankly I wouldn't envy anyone trying to attack Apple, but the point is if Apple has vulnerabilities so do your competitors.

 

Jeff Domansky's curator insight, January 16, 3:29 PM

Valuable reading and social marketing analysis from Marty Smith...
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