Nothing’s Dead

“Trade shows are dead. Magazines are dead. Direct mail is dead.” Sometimes I think young marketers are dead, but only from the neck up. When I coach startups, I often hear their leaders and even their marketing staff push back on old school promotional channels. One outfit, with series-A funding even, was dead set on using only social media … to sell to a broad set of non-tech CxOs for a high dollar technology offering. When I mentioned these targeted CxOs might be more easily targeted and reached via direct mail the startup’s CEO came close to stroking-out on me … and he was only 30 years old. Trade shows aren’t dead, though they are still expensive. Magazines aren’t dead, though many are shifting to digital. Direct mail isn’t dead as my mailbox attests daily. The fact is all modes of reaching a prospect are valid. The choice falls to … Continue reading

Coaxing Channels

I love complex markets that require collaboration with strategic partners, industry groups and channels. It is an exotic form of auto-masochism. Marketing requires appealing to byer motivations. But you are often not the only, or even the primary person delivering the marketing message. Intermediaries may deal more directly with end buyers than you. Yet for the buyer to receive a consistent message, perceive a consistent brand or believe a consistent value proposition, these outside organizations have to carry your message, value props and brand identities. Not being your employees, they have to be coaxed with something other than the possibility of instant unemployment. Intermediaries can either be … Continue reading