tiny explosive ideas with tiny explosive coffee October 16, 2014Posted by nicholas gill in book review, growth hacking, marketing.
Tags: big ideas, future, growth hacking, marketing, playbook, ryan holiday, tiny explosive ideas
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Stop thinking about the “big” idea. The big idea that marketing searches for elusively. We’ve all sat in meetings searching for the big idea. Written briefs that demand a big idea. Followed a path of big media that will fuel a big idea. And moaned that either the agency can’t come up with the big idea or that the client isn’t brave enough to go with the big idea.
Well, forget the big idea. Because the growth hackers don’t need them, They focus on the tiny ideas that have an explosive, catalytic quality. Ideas that have propelled Airbnb, dropbox and even hotmail from start up to brands of hugeness seemingly overnight. The tiny ideas that as marketeers, we seem to have forgotten – or skip over because they’re not big enough. And tiny ideas that exclude marketing completely and re-focus energy into the product itself. Get the product fit first.
You don’t have to be a start up either to start re-thinking your approach to gaining customers and growing revenue – something all of us in marketing are guilty of when we are in the pursuit of ‘the launch’ of new products. The book challenges us to think again and get out of the formulaic box that we’ve allowed ourselves to crawl into.
This book is packed with examples and inspiration. And it’s also tiny in size. Easily consumed on a tiny plane doing a tiny European short haul hop.
Tiny is good. I’ll be thinking tiny and explosive from now on.
Thanks to Georgie at Profile Books for providing the book to review. I have not been paid for this review but obviously wouldn’t mind if it were on offer.
agency fuel September 15, 2014Posted by nicholas gill in agency life, coffee, honest coffees.
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I do like a bit of coffee as my tweets will show. So a surprise package in the post from Honest Coffees was always going to go down well. Free coffee in the post. What’s not to like? Honest Coffees supply agencies and what-not with coffee subscriptions – proof that you can subscribe to anything these days. But given that agencies are fuelled by such substances to maintain the energy levels against the blank sheet of paper at the start of the day and the ebb and flow of internal and client rejection and adoration, this mailing seems a super-smart idea to me. I also noticed the close to sell-by date on the sample itself but I also think this is another smart idea to make sure your stock doesn’t go to waste. Mind you, coffee lasts forever right?
Now onto the tasting. The coffee is a dark roast called Smooth Operator. It’s a little too dark and bitter for me. Maybe I just haven’t got the levels right in the cafetiere?
say hello to your little friend – travel light August 11, 2014Posted by nicholas gill in business travel, gadgets, nomad, nomadkey, technology, Uncategorized.
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I’ve been doing a lot of business travel recently and one of the major pains is carrying all the leads and power cables for your various devices. So it was pretty timely that the guys at Nomad asked me to try out their new Nomadkey – a USB cable that’s well, key sized.
It’s small (yes, key sized), rubberised material and bendy and flexible. It fits snugly on your key ring or just in the many pockets of your bag. And it’s nowhere near as bulky as your phone charger. I travelled with both for a couple of trips because without phone power, you become paranoid but I left it at home the last couple of times. I seem to take my laptop with me so it’s easy just to plug it into that or the TV USB in the hotel room that I discovered on this.
It’s great. I use it all the time at my desk too rather than fiddling around with many wires and sockets.
I haven’t yet used the credit card version but I’m off again soon so will give it a whirl and update.
Thanks to Olivia at Nomad. I have not been paid for this post.
From The New Integration to The Newest Integration May 30, 2014Posted by nicholas gill in integration, thought leadership.
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The New Integration
On August 10, 2010, I posted an article on my blog entitled, “The New Integration.”
At the time, there was a lot of talk about integration being dead. Integration was old, lumpy, slow and no longer sexy. It wasn’t suited to the new socially aware age.
Back then, the stand-out campaign of the year – and it still endures today as a case study of legend – was Old Spice’s “Smell Like a Man, Man.” Of course, it was an integrated campaign.
Since then, technology has moved on apace making a mockery of the simplicity of the Mad Men era and the vintage approach and lifestyle that some still seem intent to aspire to. The classic lead generation funnel is similarly viewed by misty-eyed marketers for no more use today than charting conversions in a spreadsheet. It does not provide a representation of what actually happens outside of the boardroom.
The Current State of Integration
Today, the funnel constantly shifts. The marketing landscape consists of attention-grabbing event moments in appointment to watch television that spark conversations and actions to quick-minded reactions.
The landscape continues to change too. Facebook seemingly changes weekly, while only showing interest in numbers that are in the billions. Instagram was the anti-Facebook. Then Facebook bought it. WhatsApp was the anti-Facebook – the place where the tricky to pin down youth demographic hung out. Then Facebook bought it. Snapchat launched and was much better than Facebook’s Messenger app. And then… well, not yet.
Facebook said it changed itself from a utility to a mobile company because 65% of all social activity takes place on a mobile device, according to ComScore. Mobile devices are where we’re spending more of our time. Marketers instinctively look to target this audience. Which is why you hear “mobile first” as a mantra.
We instinctively gravitate to mobile because it’s shiny. In the same way that social was shiny before Zuckerburg started sucking the dollars out of the marketing budget with diminishing returns. The mobile device is always with the consumer, so clearly we can target them exactly when and where we want. But sadly, this is mainly where broadcast media went wrong. The 30-second spot became so popular that it became wallpaper, forcing consumers to fast-forward the ad break and agencies to dial up the creativity to stand out.
Digital banners are ten a penny. Most of us have banner blindness and an odd acceptance that a 0.1% response rate is amazing. That’s 99.9% irrelevant. Mobile is heading the same way. Inventory is cheap. Reach is high. Bang ‘em out, right? Wrong.
The Newest Integration
In a recent study from Adobe entitled “Digital Roadblock: Marketers Struggle to Reinvent Themselves” personalization was the most important priority on marketer’s lists. That’s right – it out ranked mobile.
Now, we need to understand the role of mobile in a customer’s relationship/journey with a brand and the points where you can intervene and helpfully add value.
Integration has never been more relevant. Today’s integration is nimble, without boundaries, creative and impactful. Today’s integration understands the multiple and complex client and brand issues and the unstructured, unbound customer and prospect relationships with your brand and each other. Today’s integration understands how to use and blend the many, many tools – including mobile – at our disposal and how you can leverage them to work together.
The newest integration could be a responsive website, a useful app, a near-time response to a customer complaint in social media, an experiential stunt to surprise and delight or even a telly ad to stamp your brand and what you stand for right between the eyes.
For your brand to be successful in The Newest Integration, consider the following:
1. Think about the bigger decision making journey
Don’t get bogged down in the details by creating a banner ad. There are so many things that influence a decision. Identify the key experiences that consumers will resonate with to make a decision. Then, activate against an approach rather than just an idea.
2. Don’t be biased to one particular channel
If the environment is not right, then fix the environment. Don’t try to polish the turd with pretty creative. That will just be a waste of time, money and resources.
3. Avoid the temptation to attain the social status of another brand
Brands and consumers both want to be authentic. Create your own trends and establish your own voice to increase engagement and overall business results. Don’t be another me-too brand in our me-first world. It simply won’t work.
small data March 26, 2014Posted by nicholas gill in big data, small data.
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I’ve been travelling a lot lately for work and the simplicity of the Dutch train system as a foreign traveller always impresses me. Not only is it incredibly simple to buy a ticket and found out which platform your train is going from at Schipol airport but once you’re on the train, the large TV style display makes it easy for you to track your journey to the minute. I’m sure there’s a gazillion data bits that sit under this but the outcome is that in a country where I can barely understand any word of the language (Dutch is hard), I can get myself around incredibly easily and it works pretty much all of the time. Compare this to the on-train service in the UK (specifically South West Trains) where the announcements are largely impenetrable and inaudible. The on-screen dot matrix horizontal scrolling is not permanently on so if you glance up to see where you’re at after you’ve dozed off, you really have no clue.
So I’m avoiding big data and becoming a fan of small data. The small things that make a big difference.