Marketing for marketers, huh?
October 29, 2007 //
I was recently asked by a major European Operator (that’s Carrier to Americans) to help them be more innovative in their marketing. A pretty open brief? Not really. The most open brief I’ve ever received was, ‘can you help us understand how to spend more money on digital’.
The days of talking ‘at’ prospects, telling them why you’re the best, are numbered, possible gone.
So, rather than ask what advice you would give, I’d like to hear your thoughts on what Operators shouldn’t do in order to win the hearts and minds of both end users and third party developers.
Gerald Wiggins says 
marco goldschmied says 
Sharon Crossley says 
Don’t use banner ads or Google ads to get my attention. I won’t notice them. Don’t build flash or flashy websites to tell me about your existing or new products, they’ll waste my time.
Instead, talk to the bloggers I read and have them test these new products out. Have the grumpy and non-grumpy people review your stuff.
Do create sites that will make me consume more data or if you don’t create them, give me easy access to sites that will. You still make money from my downloading.
Don’t build a new twitter or something like that which makes me spend more on text messages which will make you more money. I’ve already made my commitments so partner with them or Jaiku or existing sites. You still make your buck.
As can be seen by Nike, they’re moving away from old-style marketing and instead are creating services and communities where their customers gather after using their product, such as that Nike running site. A site that gets their customers to run more, wearing down the shoes more and so ensuring more products and accessories being bought too. Don’t build something yourself, hire in someone that will instead, some new young company that gets this, you’ll take 3 years with all your meetings about meetings. Hi Nokia Mosh!
Some thoughts so far.
October 29th, 2007
Hi - there is a big long list of don’t, which the spetics need to pay heed to.
Don’t over price content (60/40) deals look good on paper but actually slow the uptake of any product.
Try not to give it away for free - it is harder to charge after the event.
Sell the benifits of the product/ service - who cares that it is 3g, WCMA, WiFi, MFI etc. I just want to down load songs and videos.
The price on the tin should be the price the customer pays - so no 30p content and 50p download charge.
Under promise and over deliver - you don’t surf the web on a mobile device - its more browsing. This is because peoples expectations over the years have grown beyond what any mobile technology can provide.
Big tip from the top - have an over the air contact details backup product. A survey 3 years ago in the UK of 15 to 25 year old had 60% equating loosing their phone to bereavement !!! Kids these days are so shallow - but a good opportunity if executed well. Own the customers contact details and you own them - for life!!
and there is more to follow …
October 30th, 2007
Thanks Duncan. I think this Operator has the address backup. I’d love to point out the other cool stuff it has but I might end up giving away who the company is. It’s very cool and something I’ll advise on how to expose and build upon.
October 30th, 2007