Frontiering Talk

Here’s a great example of Open Source Marketing.

A web-based t-shirt company called Spreadshirt, is running an Open Logo project which is inviting consumers to come up with a new logo.

There have been over 100 entries since Dec 13th, which I think is pretty impressive!

How are you involving your consumers in your marketing?

Here’s a great story from Hugh Macleod at Gappingvoid.

Earlier last year (May 2005), Hugh organised to send out a free bottle or Stormhoek to anyone who has a blog that they have been writing for at least 3 months.

Just like Jo Jaffe’s “Use New Marketing to Prove New Marketing” offer, bloggers were able to write positive or negative comments about the wine. Some of the blogs can be read here.

Stormhoek has a corporate blog which I think opens up the company and helps consumers identify with the people behind the brand. The results for Stormhoek was a very much a disruption in perception both inside and outside the Stormhoek company, which I think has in turn led to the doubling of actual sales.

Jack Trout makes some great points in this article about new marketing.

Jack describes 2 poor attempts at new marketing

Walt Disney. To promote The Hitchhiker’s Guide to the Galaxy last spring, Touchstone Pictures set up blogs on Xanga.com for the movie’s main characters. Users could subscribe to read postings and add their own. Nice try, but it was a lousy movie that didn’t do well at the box office despite the Internet.

Target Stores. The retailer sponsored a group on MySpace.com that features 15-year-old professional snowboarder and skateboarder Shaun White. Users can watch a video of him (with a Target logo on his helmet), discuss his exploits, or they can click on the “Shop” button. Nice try, but how many 15-year-olds go to Target to shop? And if they do, they won’t find the popular Quiksilver board clothing, which is sold only in specialty stores.

See my previous post for my experience with purchasing a surfboard for some ideas.

2006 is certainly going to produce lots of attempts, and that’s how experience is gained.

I think digital or internet marketing provides many opportunities for a far richer experience with a brand, than can be accomblished by a 30 second tv ad. However, relevance is key!
I recently purchased a new surfboard, and in doing research for the board, was happy to scan / read / watch hours of advertising related to the topic. So what did I do?

1. Word of mouth. I started by seeking advice from all the surfers I know to help narrow down the search.
2. Online Search. I then attempted to search for information and advertising online about surfboards. Real stories from real consumers talking about their experiences. Whilst this was great, I realised that unlike Globally available electronics goods, the surfboard market has so many players that it is really difficult to clean specific purchase advice, that can be followed up by a purchase at my local surf shop.
3. Off to the shops. Visiting a few of the local surf shops, it became clear that they promoted their current stock range.
4. Test my research online and with my friends, and decide on the length and type of board.
5. Phone around a number of shops to identify the best price.
6. Purchase the board.

So what would I recommend to Surfboard manufacturers?

1. First, a web site explaining which board should be used in which surf for which level of surfer? (some do),
2. Offer of free or discounted “learn to surf” dvd’s.
3. Podcasts, blogs, forums to provide additional information about their boards, and consumer experiences.
4. Videos of real people, surfing on the manufacturers board.
5. Sell direct to consumers. Why can’t one of them sell direct (like Dell)?
6. Providing Link ups to local surf schools, local clubs to turn the sale into a community invitation.
7. Guarantees to buy the board back in 12 months time when upgrading to the next board.

Surfing is an experience, and I think the board manufacturers are too heavily relying on the surf store distribution network, instead of capitalising on recommendations from friends, linking to local surfing groups, and providing information to enrich the experience.

Tags: WOM