Marketing Revolution
27.5K views | +0 today
Follow
Marketing Revolution
Moving Toward A New Marketing.
Your new post is loading...
Scooped by Gladys Pintado
Scoop.it!

How Your Team Becomes Epic Content Creators In 6 Easy Steps [+Marty Note]

How Your Team Becomes Epic Content Creators In 6 Easy Steps [+Marty Note] | Marketing Revolution | Scoop.it
If you're serious about instituting a successful company-wide blogging initiative, use this guide to get started. Your internal workforce may be a goldmine of epic content just waiting to be harnes...
Martin (Marty) Smith's insight:

Gold In Them There Hills
You need GREAT content and lots of it. Outsourcing great content is expensive. What do you do? A: You become a content creating engine creating GREAT content. K, how do you do THAT?

Now you are asking the right question. Sun Tzu said there is nothing as motivating as closing off all the exits. Here are 6 Steps from the Content Marketing Institute to help you create the content team you need:


1. Ideation/topic generation

2. Create Hook-y Blog titles

3. Blog Structure - The Magic Loop

4. Listen for Tone and Style

5. Content Governance (Who Signs Off)

6. Repurposing Content and Doubling Down

 

Ideation
I create a lot of content since I love being a content marketer. I get ideas from three places:

* What is happening NOW.

* Branded themes I know are important or that I am interested in such as content marketing.

* Listening very carefully to feedback in all its many shapes and sizes (metrics, comments, reviews, friends talking to me over lunch, whatever).

 

Since the things you could write about are infinite I agree with having a solid plan, BUT I like to leave large blocks open for response, ideation or tweaking. Don't schedule every moment in a content marketing plan. Leave some open space.

 

Titles SELL Attention
You will learn how to form a title FAST and with hooks. Hooks are things that force engagement. An unanswered question can be a hook. A hot piece of news can be a hook. A branded guru or authority like Forrester can be a hook. I try to live by the 7-word rule - titles shouldn't exceed 7 words.

The Magic Loop
Stories open with connection and hooks, explain some things and then close the "magic" loop by going back the start and closing the loop. I don't write in loops, but by the time I get to the end of a piece I look for ways to pull the opening back and summarize the middle thus closing the loop.

 

Hear Tone By Reading Out loud
When I want to hear my tone I read the piece I'm working on out loud. Sometimes I record it. Usually just "hearing" the words as they are spoken helps fix stutters and pauses, helps speed up your writing and tone.

 

Governance is pretty straightforward, but don't put so many layers of approval on top of your content marketing that all spontaneity is washed out.

Double Down
When content GOES learn from it and immediate go back for MORE. Most of your content will meet with average response. Know those baselines well since the minute some new content is setting records for shares or links you want to write the redux piece. Your second acts will never get as much viral lift as your first, but they will get more than the average content since you are riffing a proven winner.

 

more...
No comment yet.
Scooped by Gladys Pintado
Scoop.it!

New Calculator Tracks Mobile Marketing ROI, and Other Marketing Stories of the Week

New Calculator Tracks Mobile Marketing ROI, and Other Marketing Stories of the Week | Marketing Revolution | Scoop.it
Check out the top inbound marketing stories of the week centered around tools to help prove ROI.
more...
No comment yet.
Rescooped by Brian Yanish - MarketingHits.com from MarketingHits
Scoop.it!

IBM Smarter Marketing: Now we start with the customer

more...
Brian Yanish - MarketingHits.com's curator insight, March 31, 2013 10:55 PM

Knowing your customer dates back to the start of commerce when we traded goods and services. Interesting how things come full circle even in today's digital age.

Rescooped by Brian Yanish - MarketingHits.com from MarketingHits
Scoop.it!

Avoid the Headline Holdup: Learn How to Unplug The Bottleneck in Your Business #contentmarketing

Avoid the Headline Holdup: Learn How to Unplug The Bottleneck in Your  Business #contentmarketing | Marketing Revolution | Scoop.it
Headlines, more than anything else, are the key drivers for generating traffic, readers, and leads for blogs. They are the most overlooked aspects of the blog writing process.


According to Copyblogger, 80% of people will read your headline, but only 20% will read the content in the body.


And it looks like you’re one who has read the headline and converted to a reader. I thank you for that and hope to fulfill your expectations.


Headlines, more than anything else, are the key drivers for generating traffic, readers, and leads for blogs. They are really important and yet are one of the most overlooked aspects of marketing.


So what do I mean when I say that headlines are key drivers for generating traffic?


When people are browsing through a search engine results page, the only things they see are the title tag (which is usually the headline) and snippets of text:

more...
Brian Yanish - MarketingHits.com's curator insight, March 30, 2013 8:56 PM

This is an in-depth article on how to write a great headline.


The 7 Things to Keep in Mind


1. Assure the Reader of a Benefit
2. Focus on the First Five Words
3. Spark the Curiosity and Interest of the Reader
4. Know What Makes Readers Tick
5. Give it the Breath Test
6. Don’t Be Afraid to be Contrarian
7. Write a Lot of Different Titles for Each Post

Scooped by Martin (Marty) Smith
Scoop.it!

Join The Marketing Revolution on Scoop.it - Follow, Contribute

Join The Marketing Revolution on Scoop.it - Follow, Contribute | Marketing Revolution | Scoop.it


Marketing Revolutionaries
One of the hardest lessons I've learned as a "new Internet marketer" is my job is different now. I LOVE writing and pitching ideas, memes and STUFF. At my core I remain an ecommerce merchant. 

We create in teams now.

Some of these teams are company based, but increasingly we form ad-hoc teams of friends and fellow travelers. 

The marketing revolution is happening in many dimensions simultaneously so I asked a great marketers to join and share their takes on the Marketing Revolution.


Revolutionary curators include:

Brian Yanish (@MarketingHits)

John van den Brink (@AtDotComSocial)

Gladys Pintado (@Gtpintado)

Jan L Gordon (@JanLGordon) Cuating After Curatti launch in JUNE.

Esther Coronel de Iberkleid (@Esthersuchi)

more...
Esther Coronel De Iberkleid's comment, May 19, 2013 10:09 PM
I did check and sent you a message on facebook private. Please check and I look forward to hear from you. Great week!
Carla Deter's comment, June 1, 2013 7:57 PM
Hi Esther! Martin - I'm In. Are there spots left? I love on-line promotions! Contact me or I can contact you. I've been watching the Marketing Revolution across many scoops until I came upon this opportunity. Email: socialinfairfaxva@yahoo.com
Esther Turón Perez 's curator insight, June 28, 2013 3:37 PM

Good team, ;). I'm inside group Social Media Revolution (Spanish community), why not on Marketing Revolution? ;P

Rescooped by Martin (Marty) Smith from Entrepreneurship, Innovation
Scoop.it!

Difference Between Who We ARE and What We Do [content curate and click study]

Difference Between Who We ARE and What We Do [content curate and click study] | Marketing Revolution | Scoop.it
You share stuff that makes you look smart. You read stuff that doesn't necessarily.

Via Marylene Delbourg-Delphis
Martin (Marty) Smith's insight:

Great 33Across study showing the "inside baseball" truths about content marketing. We curate different than we consume. We curate Pluto and consume Kardashians.

The good news is celebrity gossip gets high clicks but is a guilty secret. We don't share that Kardashian post as much as read it in the dark alone (lol).

more...
Jon Turino's curator insight, March 29, 2013 2:32 PM

Interesting info.

Scooped by Martin (Marty) Smith
Scoop.it!

Customer Service: The New Proactive Marketing - Huffington Post

Customer Service: The New Proactive Marketing - Huffington Post | Marketing Revolution | Scoop.it
Customer Service: The New Proactive Marketing
Huffington Post
Customer service may just be the most proactive tool any business owner can plan to use as part of a marketing, advertising, or revenue-increasing plan.
Martin (Marty) Smith's insight:

Cheapest marketing you create is improving your customer service processes.

more...
No comment yet.
Scooped by Martin (Marty) Smith
Scoop.it!

How Your Unique Greatness Meets Customer Aspirations [Marty Video]

How Your Unique Greatness Meets Customer Aspirations [Marty Video] | Marketing Revolution | Scoop.it
Know thyself is great Internet marketing advice and this post helps explain how to define your Unique Selling Propositions and Unique Customer Aspirations.
Martin (Marty) Smith's insight:

NEW Concept - Unique Customer Aspiration
Wrote this piece to introduce a new concept called Unique Customer Aspiration (UCA). Your UCA is what you want your customers to achieve as a result of your interaction or partnership.

I was taught to market based on USP or Unique Selling Proposition. USP seems solipsistic now. USP need to be combined with a UCA to insure your marketing doesn't talk to itself about itself.

We live in a socially engaged "Connection Economy", so combining USP + UCA creates a foundation for great Internet marketing.

What about you? Do you know your USP? What are your thoughts on UCA? Share your thoughts and I will curate them into the post.

 

more...
Brian Yanish - MarketingHits.com's curator insight, March 21, 2013 12:07 AM

How are you and your business different?


A quick search on Linkedin for "website designer" shows 300,000+ people who do the same thing I do. So how do you set yourself up as "different"? Try building on your other interests and experiences to strengthen your USP or Unique Selling proposition.

Martin (Marty) Smith's comment, March 21, 2013 12:13 AM
Only ONE Brian Yanish my friend, only one! Marty
Brian Yanish - MarketingHits.com's comment, March 21, 2013 12:13 AM
lol
Rescooped by Martin (Marty) Smith from Enterprise Social Media
Scoop.it!

Social Creates New Opportunities for Marketing and Sales If You GET IT

Social Creates New Opportunities for Marketing and Sales If You GET IT | Marketing Revolution | Scoop.it

In the past, Marketing and Sales had distinct roles. Marketing generated leads and Sales converted leads to orders.


Social Media has blurred these responsibilities because now every salesperson can be an individual marketer.


Innovative companies are taking advantage of this opportunity by implementing a new type of collaboration between Marketing and Sales.


Via Anita Windisman, Mike Ellsworth
Martin (Marty) Smith's insight:

Social presence creates opportunities. 

more...
Mike Ellsworth's curator insight, March 16, 2013 7:04 PM

We talk a lot about these issues in our new book, The Infinite Pipeline: How to Master Social Media for B2B Sales Success - Sales Person Edition h. Check it out: http://bit.ly/InfPipe ;

Mike Ellsworth's comment, March 17, 2013 10:40 PM
Thanks for the reScoop, Marty!
Scooped by Martin (Marty) Smith
Scoop.it!

I BRAND Therefore I AM: Louis Vuitton and Annie Leibovitz Create Marketing Magic

I BRAND Therefore I AM: Louis Vuitton and Annie Leibovitz Create Marketing Magic | Marketing Revolution | Scoop.it
With an increasing year after year Brand Value of $25,9 Billion, Louis Vuitton is the luxury brand with the highest Value according to Millward Brown rankings (
Martin (Marty) Smith's insight:

Marketing As Art, Magic and Meaning
I wrote an extensive piece on how amazing Louis Vuitton's Annie Liebovitz campaign is yesterday http://sco.lt/6FrqoT, but it is haunting my Saturday (lol). This magical marketing campaign is so lush, so romantic and brilliant it deserves another Scoop. 

Would love to meet the marketing genius behind this campaign, and make no mistake "genius" is less of a compliment than is deserved. Marketing this fluid and artistic yet with unmistakable calls to action (buy this luggage and your dreams come true) deserves study and many, many scoops (lol).

When I wrote Why Big Marketing Ideas Will Rule last week for @NewMediaLeaderz, Louis Vuitton's ability to "OWN" travel by thinking BIG is a perfect example of the core idea in the piece:  http://newmedialeaders.com/ideas/why-big-marketing-ideas-rule-343/ 

 

more...
No comment yet.
Rescooped by Martin (Marty) Smith from Enterprise Social Media
Scoop.it!

7 Basic Principles of Content Marketing and SEO that Actually Work

7 Basic Principles of Content Marketing and SEO that Actually Work | Marketing Revolution | Scoop.it

The basic principles of content marketing and SEO are almost too obvious.

Use keywords literally and deliberatelyDeliver more value than your audience expectsDo it often and consistently

Yes, this is an incredibly watered down version of content marketingand SEO but if you had no other information on which to build your inbound marketing strategy these principles, in time, would take you to the promise land.


Via Gregg Breward, Mike Ellsworth
Martin (Marty) Smith's insight:

Like this concept very much as it seems to quantify "long tail" keys better. I also think the "long tail" is really a misnomer. No matter where you are you can create a tail; keywords are more like fractals that way. Any direction you look is a mathematical copy or clone of where you are just with values move past or away from your current position (within the tail).

more...
Mike Ellsworth's comment, March 7, 2013 1:48 PM
Thanks for the reScoop, John!
Martin (Marty) Smith's comment, March 7, 2013 9:00 PM
Thanks Mike, was explaining to my friend Red Maxwell why I don't take those keyword journeys much anymore because it is easy to get lost in there :).M
Mike Ellsworth's comment, March 7, 2013 9:49 PM
Yeah, fractal space is weird!
Scooped by Martin (Marty) Smith
Scoop.it!

Secret B2B Marketing Weapon? Better Landing Pages

Secret B2B Marketing Weapon? Better Landing Pages | Marketing Revolution | Scoop.it
In fact, more than half of top brand marketers include improving landing page visits as a goal. To celebrate ... Every click of your campaign should look great on iPhone, Android, iPad, Android tables, and across web browsers and email clients.
Martin (Marty) Smith's insight:

Better Landing Pages Make More Money
Great post with very specific landing page recommendations. Landing pages are the secret to great B2B online marketer. I ran across a statistic not long ago about the distance those with more landing pages had over those with fewer and it was significant.

Landing pages can be a marker for other heightened awareness and better marketing, but think about that stat for just a moment. The mere presence of MORE indicated the potential for leadership.

 

Combine MORE with BETTER and that is where real advantage lives.

 

more...
Tagmotion's comment, March 2, 2013 7:48 AM
Great recommendations indeed. Surely one of the fundamentals here is that more landing pages necessarily means the messages on them are more targeted (than fewer landing pages with more generic messages). More landing pages means they're more aligned with the email or ad that preceded them. Targeted communication pure and simple.
Martin (Marty) Smith's comment, March 4, 2013 8:04 PM
I think that is right. The Freakonomics of it say that MORE = more of a lot of things, more PPC, more emails and more landing pages. It is not a casual stat or it could be depending on the website. I also think more landing pages = IM team has their act better together (lol).
Scooped by Martin (Marty) Smith
Scoop.it!

Using Storytelling Techniques In Your Corporate Blog — Expert Series Part 3

Using Storytelling Techniques In Your Corporate Blog — Expert Series Part 3 | Marketing Revolution | Scoop.it
Corporate Blogging — Expert Series: Interview with Lou Hoffman. Part 3 Series Overview While many companies have corporate blogs, few do them well. My goal is to share conversations with those doin...
Martin (Marty) Smith's insight:

Great interview between my friend Steve Farnsworth (@Steveology) and Kew Hoffman, CEO of the Hoffman Agency. I love how Lew correclty identifies that the world is social and a company's social accceptance starts at the top. 

Great tips from Lew here. If you don't follow or read Steve you should.  

more...
Jeff Domansky's curator insight, February 25, 2013 3:04 PM

Still relevant 2011 interview with business storyteller Lou Hoffman.

Martin (Marty) Smith's comment, February 25, 2013 3:43 PM
Thanks for the Scoop Jeff. Hope you follow Steve. He is smart and a good guy. Marty
Jeff Domansky's comment, February 25, 2013 5:08 PM
Steve is indeed a good guy and Lou is a favorite storyteller.
Scooped by Martin (Marty) Smith
Scoop.it!

Social Media in 30 Minutes a Day [INFOGRAPHIC]

Social Media in 30 Minutes a Day [INFOGRAPHIC] | Marketing Revolution | Scoop.it

Great infographic from Pardot the marketing automation people on how to rock social in just 30 minutes a day. 

Martin (Marty) Smith's insight:

K, I will play. I think social a half an hour a day could work. The mapy in this infographic helps you move your content around and keep it alive across the key social nets. 

more...
Brian Yanish - MarketingHits.com's comment, April 2, 2013 12:23 AM
Make that 2 hours for me, can't type that fast.
Scooped by Gladys Pintado
Scoop.it!

5 Content Creation Tactics Every Marketing Rock Star Needs [+ 5 More Tips]

5 Content Creation Tactics Every Marketing Rock Star Needs [+ 5 More Tips] | Marketing Revolution | Scoop.it
With content creation, the goal is to have a lot of the heavy lifting finished before you ever sit down to start producing it. If you want to be a content marketing rock star, use these 5 content c...
Martin (Marty) Smith's insight:

Content Marketing Institute Rock Star Tips
Those CMI guys are Rock Stars. No mistake they are located in Cleveland the home of the Rock 'n Roll Hall of Fame. This piece Scooped by Gladys Pintado ROCKS 5 great tips. 

Here are a 5 more Rock Start Content Marketing Tips:

* Newsjack - find HOT topical news and spin it in your direction.

* UGC - make sure you have at least 3 ways for visitors to weigh in.

* Technical SEO - make sure your H1s and page titles ROCK.

* Double Down - when something GOES take credit on social and get a second act out of it (easier to make HOT things get hotter).

* Multi-platform - know what platform does what for your content. 

Double Down is the concept of the HOT can get HOTTER easier than the cold can do anything. Once your content is lighting up with Shares and Likes then share that information with a Tweet. This will pump more shares, links and likes creating a content second act because of the power of a self-fulfilling prophecy. 

Great tips here from @CMIContent and @Gtpintado (Gladys Pintado). 

more...
No comment yet.
Scooped by Martin (Marty) Smith
Scoop.it!

How To Make Your Internet Marketing STICKY [infographic]

How To Make Your Internet Marketing STICKY [infographic] | Marketing Revolution | Scoop.it

Great infographic capturing tips from Heath brothers book Made To Stick. 

Martin (Marty) Smith's insight:

Made To Stick
If you are an Internet marketer and haven't read Made To Stick by the Heath brothers you can get some of the main ideas from this excellent infogrpahic summary. Biggest idea is sticky ideas are KING and there are specific things you can do to mek your ideas, your memes, more sticky or less sticky. You want MORE sticky (lol).

more...
Martin (Marty) Smith's comment, March 31, 2013 10:03 PM
Jesus, I noticed the main infographic blanked out so I shifted to the header. Looks like it blanked out for you too. Don't know why as it is a cool infogrpahic but may want to pick up the header I switched to.
Rescooped by Martin (Marty) Smith from Digital Marketing & Communications
Scoop.it!

Infographic: Google Penguin vs. Panda

Infographic: Google Penguin vs. Panda | Marketing Revolution | Scoop.it

Keeping Google’s constant and ever-changing algorithm upgrades straight is no easy task even for the most capable SEO technicians and marketing gurus. A visual representation of Panda’s perturbations in timeline infographic form is helpful when trying to wrap one’s head around the rationale behind Google’s algorithm decisions.


Due to the extreme nature of Panda, Google actually went out of their way to assist users in improving their websites to rank highly once the dust had settled.

Frightening reputation aside, Panda only reinforced the importance of putting out top notch content that delivers value.


Via Alex Butler
Martin (Marty) Smith's insight:

I agree, knowledge displaces SEO fear and this infographic helps

more...
Dan Baxter's curator insight, December 19, 2012 5:56 PM

Great article on googles moves to reduce the impact of SEO 'gaming' techniques such as keyword stuffing and content farms

Nedko Aldev's curator insight, May 12, 2013 8:08 AM

add your insight...

 
Rescooped by Martin (Marty) Smith from SocialMediaDesign
Scoop.it!

Blending Creation and Curation in a Balanced Content Diet | Free eBook by Curata

Blending Creation and Curation in a Balanced Content Diet | Free eBook by Curata | Marketing Revolution | Scoop.it

In this free ebook by Curata (made up of 33 pages), with foreword by Ann Handley, Chief Content Officer of MarketingProfs and the co-author of "Content Rules", it will show you how to mix original content and curated content to get results.


In this ebook you’ll learn:

- How to re-purpose old content;

- Front-end marketing tactics;

- How to develop short and long form content;

- and how to keep your Content Beast well fed!


Here is a short excerpt as summary that caught my attention:

"6 tips for smart and effective content curation:

1) Be strategic about your topic selection. Do the legwork to determine audience needs. Think about the voice you want for your brand. Build your content around that.


2) Vary your sources. Exposure to a broad variety of voices, ideas, and information is one of the key values of a strong curation strategy.


3) Be selective. Curation is not about sharing as much as you can. It’s about sharing the best of the best – acting as a filter for your audience.


4) Organize based on audience needs. Make sure that you present your curated content using categorization and hierarchy that’s as useful to your audience as it is to you.


5) Adhere to ethical best practices. Always attribute your original sources and only publish abstracts and excerpts.


6) Add value. Help your audience get the most out of your curated content by providing insights, opinions, and context."



Very informative.

Fill out the form here and download free your copy of ebook:

http://www.curata.com/resources/ebooks/how-to-feed-the-content-beast/


Via Giuseppe Mauriello, Jimun Gimm
Martin (Marty) Smith's insight:

Good solid tips here.

more...
Stephen Dale's curator insight, March 29, 2013 8:02 AM

It's not juts about Marketing. The tips and good practice are equally appropriate to Personal Knowldge Management. #pkm

jaynalocke's curator insight, March 29, 2013 12:13 PM

I love the image of the Content Beast. It is always hungry...!

Ignasi Alcalde's curator insight, April 1, 2013 5:53 AM

Buena perspectiva sobre la curación de contenidos

Scooped by Martin (Marty) Smith
Scoop.it!

The Fish Firm: The Secret To Mining Gold In The Social Media Revolution

The Fish Firm: The Secret To Mining Gold In The Social Media Revolution | Marketing Revolution | Scoop.it

Elynn Fish and her Fish Firm can show you how and where to catch fish in this new Internet marketing river we all wade, the social river of connections that only flows FURTHER and FASTER. 

more...
No comment yet.
Scooped by Martin (Marty) Smith
Scoop.it!

Big Data, Big Challenges, Big Gap, Big Opportunity

Big Data, Big Challenges, Big Gap, Big Opportunity | Marketing Revolution | Scoop.it
Manufacturers and retailers identify Big Datas big challenges.
Martin (Marty) Smith's insight:

Funny I read the Big Data challenge different than DM News. I see the mountains and hard climbing ahead, but what about the unobstructed view from the top? To the early climbers will go some Big Spoils, so batten down the quants and full speed ahead.

more...
No comment yet.
Scooped by Martin (Marty) Smith
Scoop.it!

Tumble & Riff, Internet Marketing's Jazz - New Media Leaders

Tumble & Riff, Internet Marketing's Jazz - New Media Leaders | Marketing Revolution | Scoop.it
What do Internet marketers really do? We tumble and riff playing content marketing jazz in a collaboration of conversations.
Martin (Marty) Smith's insight:

Had fun writing this piece about a dinner with my brother, a bit of a hopeless dinner (lol), when I tried to explain what I do for a living.

more...
Martin (Marty) Smith's curator insight, March 19, 2013 2:53 PM

Fascinating tumble and riff happening on titles and title creation tips in the comments prompted by uber-G+ Maven @MarkTraphagen

Sharon Marie Cline's curator insight, March 18, 3:19 PM

Had fun writing this piece about a dinner with my brother, a bit of a hopeless dinner (lol), when I tried to explain what I do for a living.

Scooped by Martin (Marty) Smith
Scoop.it!

Pace of Inovation Means We Are All "Virgin Consumers" On Something At Some TIme

Pace of Inovation Means We Are All "Virgin Consumers" On Something At Some TIme | Marketing Revolution | Scoop.it

Great Trendwatching update about how tech means we are all new to something at some point and how that fact must change our marketing. 

more...
No comment yet.
Scooped by Martin (Marty) Smith
Scoop.it!

Can Louis Vuitton OWN Travel? Maybe

Can Louis Vuitton OWN Travel? Maybe | Marketing Revolution | Scoop.it
With an increasing year after year Brand Value of $25,9 Billion, Louis Vuitton is the luxury brand with the highest Value according to Millward Brown rankings (http://millwardbrown.com/BrandZ/Top_1... (Clear, consistent, coherent: Power of a brand.
Martin (Marty) Smith's insight:

Louis Vuitton's Idea of Travel As Banded Experience
When you are smart enough to have Annie Liebovitz shoot celebrities in far off lands with crumbled Louis Vuitton bags next to them THEN you know your marketing has entered a new level of existential meaning. Brand as art and promise begin to transform and take over. 

Yes Louis Vuitton can own "Travel". 

 

This is not to say everyone will buy the pitch or the extra expensive bags, but it doesn't matter. Not everyone is required. In fact Louis Vuitton must operate on a many are called; few are rewarded plan to keep the "elite club" aspect of the brand alive. 

Don't expect to find Louis Vuitton on sale, at least not anything to do with the real logo (knock offs of something this good are inevitable and possibly helpful since those knockoffs make it feel like there is a rising tide of acceptance). 

The first thing Louis Vuitton knows better than most marketing teams are to play UP always and all others be damned. Many brands seek acceptance. Not Louis Vuitton. Acceptance beyond some paltry elite is actually damaging to the brand as it reduces its perceived exclusivity. 

Better to make people REACH a little, WORK a little to own the real thing. In most cases reducing friction between buyers and buying is a good idea. Not so much with an uber-highend brand like Louis Vuitton. Here you want friction as friction reinforces the elite positioning and fuels the story of those lucky few whose travel have become journeys and "luggage" exotic kitbags for sherpas. 

Louis Vuitton is GEAR and gear becomes imbued with "memories that appreciate" to quote Will Dean, CEO of the $100M Tough Mudder race experience company (see Experience Is The New Luxury Goods http://sco.lt/8Q87Kz ). Here is how the linked article (who English is a tad rough) describes Vuitton's approach.  


"Louis Vuitton masters its communication in a coherent way, adopting “The Journey” naturally as its product is per-se associated to the theme. But also, that the idea of a journey as a trip goes beyond giving it (Louis Vuitton) a deeper approach, to transport us to the brand’s own world, to a full experience with a spectacular capacity of innovation and experimentation inside the codes the brand has build for itself." 
(emphasis is mine)

I would add the brand becomes the keeper of the "memories that appreciate" while extending the promise of memories to come. The logo becomes a highway of memory and promise calling its promise of heroic journey and personal transformation bringing us back to the Maslow thing.

On our way to self-actualization we will pack our hopes and dreams in Louis Vuitton (see the beginning of that thread in Experiences Are The New Luxury Goods http://sco.lt/8Q87Kz), have our picture take by Annie Liebovitz and make memories that appreciate.

Funny Aside -read about the day I hung out with Annie Liebovitz as she signed books for my ex-wife’s store and never thought to have Annie take a picture of US (we took plenty of pictures of her, something she seemed to enjoy): http://scenttrail.blogspot.com/2008/05/meeting-annie-leibovitz.html 

 

 

more...
No comment yet.
Scooped by Martin (Marty) Smith
Scoop.it!

AT&T Video Bill Epic Failure

AT&T Video Bill Epic Failure | Marketing Revolution | Scoop.it

Cool Then Whoops = Epic Failure
Got this interesting solicitation from AT&T to view my "video bill" and took the bait. Would be much more impressed if I didn't get a, "Unable to display video bill at this time" message. 

Hey I am not sure a "video bill" is even a good idea, but sounded DIFFERENT and COOL. Note to AT&T if you roll out a cool thing via email make sure you can support it my brothers and sisters otherwise you simply reinforce what we already think about you - that you are out of touch. 

Should have used my friends @mailVU to serve this bad boy. 

The links on the landing page may take you to my bill, feel free to pay it for me if you feel so moved (lol).M  

more...
No comment yet.
Scooped by Martin (Marty) Smith
Scoop.it!

Interview with Edward O. Wilson: The Origin of Morals

Interview with Edward O. Wilson: The Origin of Morals | Marketing Revolution | Scoop.it

Interview with Edward O. Wilson: The Origin of Morals

I (Thomas Kang) enjoyed this interview with E. O. Wilson on many different levels. On one level, I have been…

Martin (Marty) Smith's insight:

EMERGENCE
I'm a big fan of E O Wilson. I read his biology text books in a vain attempt to understand emergence, the collective consciousness so present in biology (think ants and bees). Brilliant man and reading something other than Internet marketing, back in the day when I did that (lol), helps understand what we IMers do for a living. 

This interview is with Thomas Kang, a very cool G+ resource I met by sheer serendipity today. Here is where you can follow Thomas:

@ThomasKang

https://plus.google.com/u/0/114049181704701025985/posts  

 

Couldn't leave the important subject of emergence, that weather-like roil that is the web, without mentioning Steven Johnson's excellent book: Emergence: The Collective Brains of Ants, Bees, Cities and Software. GREAT READ as are most Johnson books. 

 


more...
No comment yet.