A Measured Approach

Why is simple so difficult?

That’s a question I often think about. Early today (4:00 am) I was up and reading my email and came across a great, 2005 study on the power of simple copy. Its title: “Consequences of erudite vernacular utilized irrespective of necessity: problems with using long words needlessly” more

Last week my wife and I were talking and she came to give me a hug ( she thinks I’m lovable) and all of a sudden I hear a series of pops and ask what the noise is. She pulls back and says “Darn, my bracelet broke.” We go about picking up all the beads and put them in a plastic bag.

This was a Silpada bracelet; one of her favorites. Both her friends who sold their products stopped, so she did an internet search and contacted the company.

Within two days she received an exact replacement, along with a reply envelope to return the broken piece back to them in, postage-paid.

They made her a raving fan and she asked me to post about their great customer service. Done. Now maybe I’ll get another hug.

Here’s my annual list of what to expect, marketing-wise, in the upcoming 12 months. Time will tell how accurate these are, although my 2009 list was fairly spot-on:

#10) Mobile advertising will still NOT flourish in North America in 2010. However, if the Google mobile phone becomes a hit it could make a late-year run and enter 2011 with great momentum.

#9) The web will continue to grow and play an even more important role in great, measurable marketing. Websites that create relevance, with smart use of microsites, and also help develop a dialog, will reign supreme. One-way websites will be viewed as antiquated and ineffective; YouTube will grow in its importance for traditional TV-based advertisers (:30 second commercials will decline greatly). Google Analytics will continue to gain users and importance.

#8) Wal-Mart’s attempt to compete with Amazon will prove more

Here they are, according to Inc Magazine.

Note the number that are driven by direct response marketing!

Who said that we direct response pros are staid and un-inventive?

Annually I try and predict what the new year will bring in terms of marketing. I base my insights on lots of things, and I believe I am more often right than wrong. So, here’s a list of 9 things that I think 2009 has in store:

1.) Retail will falter, except low end providers like Wal-Mart and Dollar Tree ( when I started in this game in the 80’s everyone was crying retails’ death and it came back strong). Others will lose margin to survive.

I’d say this was correct!

2.) Healthcare, Education, Government and Utilities will grow and be viable. So will software providers who can prove increased productivity with their products. ( consider marketing to these groups)

You tell me?

3.) B-to-B marketers will become much better at measurable marketing. The ones that do will prosper, grow and end up buying their competitors. more

Good for Susan Boyle! The “Britain’s Got Talent” and YouTube sensation can now claim to have the best-selling debut album of 2009 and that she’s a world-wide recording star.

Again, this demonstrates the almost unbelievable power of the internet (ask Tiger Woods for a different perspective). I was among those who pre-ordered the CD from amazon .com and let me tell you, the disc is very good. I would not say great, but her rendition of the Rolling Stones’ “Wild Horses” is worth the price of the disc alone….