Tag Archives: marketing

Half a million views – Day 121/139

Throughout the years one program has constantly gathered a lot of viewers in the Finnish television.

That program is the 10 pm news on MTV3.

The most notable feature of those news is the less serious news story in the end. Usually a short tongue-in-the-cheek story about a topical matter.

Today’s entry is about me and FinderBase. Try not to laugh.

Unfair – Day 120/139

All people have experienced the unfairness of our society. Some have enormous riches and others are poor to their spine. What is even more disturbing is that some lucky bastards seem to be constantly winning with almost zero effort.

The world is innately unfair.

The unfairness is heavily present in the world of marketing. There is a huge illusion that effective marketing would be expensive. Or that the effect of marketing would be in proportion to the money invested in it. This isn’t exactly a surprise because the media has the incentive to keep up this illusion. Media feeds on marketing – or better yet, media feeds on marketing budgets. As if marketing really was a budgetary issue in any way.

The dilemma is that cheap marketing has become unprecedentedly more effective than paid marketing.

Here is once again in a great TED video in less than 17 minutes. Marketing guru Rory Sutherland: Sweat the small stuff.

If your product is a least bit remarkable, you will enjoy a whole lot of  marketing envy.

Cooperation – Day 119/139

Cooperation on the business-to-business difficult because different stakeholders have different agendas that they follow.

Best cooperation is such that it fully supports the core business functions of all the stakeholders.

We are aiming just that with our new cooperative campaign targeted to businesses:

Kierrätyskeskus + FinderBase

English transcript:

  1. We will create you a free account on FinderBase.com. Your lost&found property is photographed and added to the service in cooperation. You will hold the items and the valuables are delivered to the authorities.
  2. The happy customer finds their item in the Internet and collects it from you. The person getting the item will show their id.
  3. Kierrätyskeskus collects the remaining items after 3 months and recycles them to reuse.

If you had a business, would you cooperate with us?

Marketing is helping people – Day 102/139

A good salesman or a marketer feels they are helping their customers to do better choices for themselves. To appear sincere they actually have to believe in their product themselves.

Most sales and marketing people don’t.

I sincerely believe that FinderBase.com‘s only function is to help people reunite with their lost stuff. To achieve that I think our marketing should be:

  1. Non-disruptive. A good message doesn’t please everybody but it shouldn’t irritate everybody either.
  2. Noticeable. A good message is something you notice and perhaps even keep in mind for future use.
  3. Inexpensive. A good message doesn’t cost virtually anything to distribute.
  4. Viral. A good message is such that you will tell forward if you think someone else could use the information.
  5. Helpful. Customer’s gain is top priority.

These in mind I designed the following:

Found bicycle. Finding the owner is in everyone’s best interest. We’re just delivering the message.

See the forest for the trees – Day 101/139

People’s minds are cluttered with marketing information. Where ever you go, you are pushed to think, want, buy now, act now and whatever the marketer has decided you should do.

This makes people wary.

But there are delighting examples of people who can detect sincerity in what companies do. With FinderBase our service offering sounds so amazing that people stop to think about our business model. It is unheard of that a company could be doing something useful for others without trying to benefit.

The basic message is the key.

Reflecting our ideas today, we got quite a valuable piece of advice which applies quite well to almost anything:

Forget the bells and whistles and tell the people the message that they can understand.

If your business idea is new and revolutionary don’t market it as such. Tell the story so that they can relate to.

If you’re the first person to develop an automobile, don’t sell it as a horseless carriage. Sell it as a carriage where the horses are optional. It’s not like people would get rid of their horses overnight, is it?

Internet marketing topology – Day 96/139

Marketing is funny because the effect of it is not necessarily in any proportion to the cost and effort that has been put into it.

Internet marking is even funnier.

To point out the different factors that I think control this environment, I’ve sketched a Venn diagram of Internet marketing:

The three factors that I consider important for the effect of the marketing message are:

  1. Price (cheap vs expensive)
  2. Business potential (targeted vs non-specific)
  3. Popularity (remarkable vs irrelevant)

Every marketing campaign out there has its place on this diagram.

But all marketing should have its target in the middle.

Or at least do one of the following:

  1. Make the biggest possible impact with the smallest possible investment.
  2. Reach the right people and forget everything else.
  3. Just aim to be popular and enjoy the ride.

In your FACEbook – Day 95/139

Everybody knows Facebook. Very few people know what it’s good for. An increasing number of people are calling themselves Facebook marketing experts.

But what is successful Facebook marketing?

I think two recent campaigns answer this question quite well:

  1. Audi Finland got 52,000 (declined from the peak) fans by promising to give out a prize car to one of the fans (on condition that at least 50,000 fans join).
  2. Kaivurimies got 82,000 (still increasing) fans by promising to drive 1000 km with an excavator for fun (on condition that at least 50,000 fans join).

Which campaign was more successful?

If we ignore the fact that Audi probably paid a bunch of money to an ad agency that came up with their campaign idea, there’s still quite a huge difference in the effect of these campaigns. Audi Finland’s fans joined because they wanted to win a car. There was hardly any reason not to join, you had a chance to win a car doing nothing.

Audi Finland’s end result: 1 winner and 50,000 disappointed fans. With the cost of a car (something like 20,000 €). To cover up this marketing expense, Audi Finland should get dozens of new customers that wouldn’t have bought an Audi if it wasn’t for this campaign.

Kaivurimies on the other hand paid nothing for his campaign. Not only did he pay anything to get his fans but some of the fans actually buy his merchandise. He’s made the headlines on several newspapers and can expect to get sponsorship deals along the way. Even in the worst case he’d end up paying a few hundred liters of gasoline and some other minor costs along the way.

Based on the assumption that his almost month-long journey is sort of summer holiday road trip that he anyway would’ve done with his family. In matter of weeks he has become the best-known excavator entrepreneur in the country.

Which campaign would you rather do for your company?

There’s a page called Fanilista for Finnish fan pages where you can see what works and what doesn’t. It isn’t up to date, but you’ll get the idea. Very few companies have managed to do anything of value.