Archive for March, 2007
I have a few days off and am in sunny Cancun until next Monday. Though Cancun may not officially be an island, there are several things that I noticed in common among every trip to an island or resort area that I have the chance to take – including this one. It seems the rules for island marketing are unique, but common across countries and cultures. Here are just a few things I found interesting about island marketing that I will be taking home and considering as I plan new campaigns and efforts for clients:
- Own the category – no matter how small. On an island or in a remote place, the easiest way to stand out is to do something that no one else does. Having your own niche as the only underwater tour operator that teaches basket weaving may not be interesting for everyone, but at least you will stand out in a sea of sameness.
- Pay later, take it now. The guys walking along the beach selling necklaces and other trinkets have only a moment to capture your attention. Yet most beachgoers stay here at the resort for a week or more tend to stay in the same location and visit the same beach everyday. Giving them the product today and letting them pay later ensures you complete the sale and do not miss your chance.
- Be the first to ask and do not let go. Anyone who has visited a resort town will be familiar with the phenomenon on fhe persistent salesperson who first asks you to buy something and follows you along until they can finish the sale. It is like spam, but in real life. Yet the difference is that if you are seeking a service, or willing to buy, the first person to ask will usually close the deal. And if you aren’t, hopefully they are smart enough to get the cue and move on.
- Integrate with hotels and get exclusivity. In a city where most tourists are coming in on “all inclusive” packages, the hotels the the rulers of the itinerary. For most, they will book their tour packages and organize other services through the hotel. The businesses that have arrangements with the hotels are often the only ones that get called, creating a sort of monopoly that drives commerce on islands. Sound a little like Google to anyone?
- Offer the full package. Following from the comment about the all-inclusive packages above, most services here are offered with everything you need. If you book a snorkeling tour, you get the snorkels, equipment, lunch and transfers by bus from your hotel. Contrast that experience with that of purchasing consumer electronics or toys where accessories, batteries and required cords are often sold separately.
In the world of public relations, a spokesperson can sometimes seem like the most important element of any campaign. Though I don’t quite understand some of my colleagues necessity to always propose a celebrity in this spokesperson role, I do understand the very real need to establish credibility and a spokesperson can be a great way to do that. One…Read More >>
Whether you believe in karma or not, making your blog a success often has a lot to do with a series of seemingly disconnected events. Every post you make, person you contact or comment you leave adds to the sum total of your efforts in the blogosphere. Building relationships is important in any industry, but blog karma is the idea…Read More >>
One of my main beliefs about blogging and marketing is that the title always matters. It matters in selling a book, driving clickthroughs on blog posts or emails, on placing effective keyword marketing, and the list goes on and on. For just about everything you can do with marketing, choosing the right title is a big deal. So anything you…Read More >>
Two months ago, Charlene Li of Forrester produced a report on the ROI of blogging by comparing the relative spend on blogs to the spend required for focus group based research. While some people immediately pointed out flaws in this reasoning, it was a great first step towards trying to define a model for measuring the true return on investment…Read More >>
There was a time when, apart from industry awards shows and the occasional book from an advertising or PR industry legend – agencies were largely invisible to consumers. Marketing agencies created advertisements, managed relationships with the press, and generated campaign strategy on behalf of a client, but remained in the background. Since then, you have agencies rising as creative powerhouses. …Read More >>
Most bloggers or site owners pay a lot of attention to their web analytics and stats. The big three numbers for most of us are unique visitors, referring URLs and referring keywords. Of course, there are other metrics you can look at, but most site owners tend to hone in on those three. Of all the other numbers available, I…Read More >>
It might sometimes seem like everything is going micro. With microlending, loans are getting smaller. With online video, entertainment is getting shorter. Technology devices are, of course, getting smaller. Micro is hot. So it should come as no surprise that the next big thing coming fast into the marketing world is actually a little thing: microbrands. This idea of a…Read More >>
Over the next week, I’ll posting some of the other insights I will be taking from the event, but in the meantime here are just a few marketing ideas that struck me as remarkable or noteworthy from SxSW: Using the tag as the tagline. Everywhere you look there are signs posted telling you what tag (identifier word or series of…Read More >>
Last night I had nuclear tacos. You’ve probably never heard of them until last night, but as part of Mozilla’s BBQ event, the nuclear tacos were out in force. Today there are lots of images of Flickr of people experiencing nuclear pain and several images of the actual tacos and event (including the one at left from the gallery of…Read More >>