There are a lot of marketing books out there today proffering advice on how to brand, how to create customer experiences, and how to turn your Web site into a cash printing machine. What do all these books have in common? According to my guests today, they’re all establishment hogwash and should likely be tossed into the fireplace due to their lack of originality and high degree of conformity.

Join the revolution is their battle cry and one they’ve backed up with a 13-point manifesto, several references to some really good music, and a new term I expect you’ll hear tossed around the office pretty soon as the new buzz word – which may just drive my two guests today totally batty.

With me today were authors Richard Laermer and Mark Simmons – authors of the new book Punk Marketing. You might know Laermer from his earlier book Full Frontal RP and Simmons is widely known for his global work at Coca Cola.

My first question to this motley duo had to do with why the book and why the focus on punk. Great answer for us all to remember. Marketers have become complacent and simply going with what is easy, simple, and comfortable. The book is really meant to be an irreverant wake-up call to all of us to be "brave and intelligent" in our marketing.

Some great calls today. One of my favorite was a non profit. The question posed was the manifesto says you should make enemies. The response from the authors was not to piss people off, but rather to ensure you're drawing a line in the sand and at least positioning what you are and, more importantly, what you are not. Bland non profits are just as ineffective as bland for profits. But most emphasized by my guests -- "stand up and do something!" Too much sitting around and talking. Take action.

Another favorite point I got -- and maybe the title of their next book -- is about 3D Branding (remember folks, you heard it here first). It came about when we talked about the issues of consistency amongst brands and that the problem is that brands have become too consistent, to the point of being bland. When you're that consistent -- sameness -- without depth, your brand is more flat, 2D.

My only criticism after reading the book is that in trying to create a wake up call to do something different, their approach could not have been more traditional and establishment. I mean, for goodness sake, they wrote a book and sell it through such establishment channels as iTunes and Amazon. But hey, even Punk Marketers need to make a buck.

Don't get me wrong. This book is worth every piece of its establishment-printed page. Go buy it!

Posted by David Kinard at 10:23 AM | Permalink | Comments (1) | TrackBacks (0)

Today we took a look at the other side of the marketing aisle…that is we departed from our regular focus on for-profit marketing to our friends in the non-profit world. The reason is that historically there has been an aversion to adapting the marketing techniques among nonprofits but in the words of song troubadour Bob Dylan...the times, they are a'changing.

Some of the most sophisticated marketing and database management is rapidly enveloping organizations who many people may not have heard of, but generate billions of dollars a year in donations and support – the non profits. We’re going to look at the marketing management of non profits and how the competitive environment is heating up and I think you’ll be surprised at some of the unique and amazing twists we’re seeing.

With me today to talk about non profit marketing was John McIlquham, president of Nonprofit Times – the nation’s leading business publication for non profits.

Here are some quick highlightes about today's program:

According to the DMA, for every $1 spent in direct marketing by non-profits, they rake in $14. That means direct mail still reigns king for charitable donation solicitation. Maybe B:B and B:C businesses could take a lesson or two from our non-profit colleagues.
70% of the US population has made some kind of charitable gift or donation. Most go to religious groups or 'pew giving' but still, there is a strong loyalty by American's to help out those who are in need, or to worthy causes. Is your business a worthy cause?
Of the $295 billion raised last year by charitable groups, 75% was generated from individuals. This kind of consumer activism, taking the lead, gives me hope.

Though there is tight competition for dollars, these groups are employing sophisticated segmentation and solicitation techniques. We should all go do an internship at our local non profits and see what we can learn, and maybe even teach.

Posted by David Kinard at 10:25 AM | Permalink | Comments (0) | TrackBacks (0)

Today's companies depend on deeper and more relevant customer connections to drive loyalty, retention, referrals and increased buying activity within their coveted customer base. These companies don't just need technology; however, they need a systems perspective on how to integrate the ever changing world of social media, social networking and Web 2.0 into their core business infrastructure to meet their customers in their medium, now and in the future.

Today’s program is a great one and you’re in for a real treat. With me today is Dana VanDen Heuvel, an expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends. I recently hosted an AMA members only Webinar with Dana on this topic and thought it would be great to share with you on the radio.

One of the things Dana says I like is that "technology changes, people don't." What strikes me the most about this notion is that we often believe that advancements in technology will change human behavior...I don't think it really does. We still have needs, and are regularly looking for more and more efficient ways to meet those needs. While our technology access points may change, our basic behavior does not.

When asked about who is online, it is clear to me from Dana's information that really EVERYONE is online. Sure, they're doing different things (boomers are mostly searching and sharing and teens are mostly viewing and contributing) but regardless of age and even economic status, people are actively engaging with the Net in ways to communicate, learn, and contribute. What this means to you as a marketer goes back to what I hit on at the start -- you have to engage your consumers in their mediums, not force them into yours.

The show is filled with great ideas on how to set up your own social media monitoring program -- something you can either pay someone like Factiva to do for you, or tap into the nine ideas Dana shared. You'll also hear what types of widgets companies are using and what to consider if you're thinking of creating your own, and then lastly, advice on when is the right time to engage in this new media world.

I also suggest you listen to a past show with author Paul Gillen. He wrote the New Influencers and our conversation around new media was also excellent.

Posted by David Kinard at 10:36 AM | Permalink | Comments (0) | TrackBacks (0)