The most striking thing about these chapters, for me, is the focus on simplicity. I know that even when I try to do things simply, I end up cluttering things up somehow. I think the imperative for the principles in these chapters to work, however, is the simpler the better. The idea of portability is critical. Just as it is easier in air travel to have only a carry-on, it is easier in marketing to lighten up, distill, simplify.
Here are your questions:
1. Besides those mentioned in the book, which brands can you identify with clear, simple, portable messages?
2. What did you think of the idea that "unexpected is an opportunity"?
3. Do you feel a "sale" event is topic worthy?
4. In chapter 7, the first word of mouth tool is "Ask people to spread the word." Is it really that easy? Can you think of a time when just asking people to share had a good result.
5. The idea of using a "secret" as a tool for talking intrigues me. Have you ever been let in on a "secret" that you then shared?
Update and allowable talking point: This is a recent post by Andy Sernovitz showing a recent example of the principles in chapter 6 and 7. Read what he has to say, and feel free to use this in your comments. CiCi's Pizza
3. I definitely think a sale event is topic worthy! Everyone loves a sale, and knowing that a sale is going on is all the more reason to check it out. People love sales and they definitely like to tell their friends about them! For example, the Nordstrom's half yearly sale for women is going on right now and I have been telling every girl I know to go check it out! I literally can't stop talking about it! I browse their website all the time and just received my new on sale shoes in the mail today! It's amazing how many great deals they have!
ReplyDelete5. I really like the idea of using a secret, it gives you a sense of exclusivity. I like knowing things that other people don't, I also like being in control of whether I can let others in to my little secret. For example my favourite clothing store back home, Aritzia, always has a winter and summer sale and before it is open to the general public their most loyal customers get to check it out first! I always get an email and a phone call from them when the sale first starts inviting me to print my exclusive sale card for loyal customers and come take advantage of all the sales early! I definitely have passed the card along to others on numerous occassions. I think its a great idea because people love secrets and for some reason we like sharing them with others.
1. I think Jimmy Johns does a great job presenting a clear, simple, and portable message. Their slogan "Freaky Fast" tells people right there that they are fast a making your order, so you won't have to wait long. The slogan is straight to the point of what they want people to see them as. With the slogan they are differentiating themselves from Subway and Quiznos.
ReplyDelete4. I think it is hard to ask people to spread the word for something, because usually they will only do it if they are getting something out of it as well. For example, Cullinan, the place where I am interning, recently had a "Day of Giving" event in Pekin. The goal of the event was to drive traffic to their East Court Village shopping center. The event consisted of a blood drive, a canned food drive, and an animal adoption. To promote the event, we sent out emails to staff, used direct mail, and posted to Facebook. When I went to the event there were not many staff members there. I think that there might have been more there if we would have made some incentive for them to come.
3. I love a good sale :) and the more I thought about while I was reading this chapter is that I do pass along coupon...sales...and discounts through all different kinds of media more than anything else. I love the feeling of having the opportunity to help someone else out and save them money. It's even something that I have bonded with people over...passing a coupon or discount to a friend and then we just end up going shopping together because we both have money saving passes.
ReplyDelete4. At my internship I was put in charge of the Facebook and I really wanted to start getting people to engage with the page because we talked about in class the "vanity number" and that people drop off if they don't engage with a company. So I actually read an article about asking people to do exactly what you want them to do is super effective. And I think it is! I put status that straight up say "Like this post if....." or "Share if you agree" or "Comment below and tell us what you think" and it has really increased the number of engaged people!! I was shocked. Really that simple? Well....between that article and this book it looks like simple is what works!
2. I believe that unexpected can be an opportunity to a certain extent. The first example that it gave in the book about a stain remover being a good weed killer would probably not be the best choice to go start a promotion. If your product line is based upon stain removers and the pros of your specific product, then why go talk about a quality of your product that has nothing to do with its initial use or even belongs in that market? It just sounds like a stretch for companies to jump on what people are saying about your product, because sometimes people may like your product for an incredibly weird reason that the majority might not think of as a pro. Now the example of duck tape promoting the best couple prom get ups was very creative. I felt like that was strong because they found a big market that was using duck tape for that very reason, but for sure that is only a once a year deal for them. All in all I believe the unexpected can be a great use to getting to know more about your product and why people are talking about it, but I believe if their is not a majority of people talking about a certain unexpected pro, its probably not worth using for another campaign or promotion.
ReplyDelete3. To be honest I think I sale event is not the best topic to pick, but the basic way to create a topic of conversation. I feel if your making a topic of conversation you want to stand out and be different from everyone else rather then just say we are having a sale. Now if you were to put we have a sale on our new product with a unique description that catches even more attention, I feel that would be more beneficial than just saying you are having a sale. I feel a sale can be used as a topic, but just like the book said, people will only be talking about it for a short while then you got nothin to go off of.