All posts by Rex Hammock

Founder/ceo of Hammock Inc., the customer media and content company based in Nashville, Tenn. Creator of and head-helper at SmallBusiness.com.
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Direct-to-customer media was the promise of the internet. What happened?

From the current Hammock Idea Email: “As a marketer, you should be focused first and foremost on developing media and content that serve your customers, that add value to your products by helping fulfill the promise made when the customer purchased them. Everything else, all the social media and SEO investment, should be viewed as support for the only media you own and control: the content that connects you directly to your customer.”

(Continue reading: “Idea: Don’t Rein In New Marketing Opportunities
With an Old Marketing Strategy”…
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How Apple Masters “The Prestige”

The current Hammock Idea Email is about what you can learn about Apple’s new product launch magic by ignoring the products Apple unveils on Tuesday and focusing, rather, on how they handle the “third act” of any trick, “The Prestige”:

Next Tuesday, Apple will hold one of its famous new product unveilings. If you want to learn why Apple is the master of such unveilings, here’s our advice: Ignore the products they launch. Concentrate instead on watching Apple’s mastery of “The Prestige.”

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Sidenote related to obscure blogging thing: After drafting the Idea Email (the emails are collaborative and written by several people, but this one started with my draft), I Google’d to see if there was anyone I should credit with using the film, “The Prestige,” in describing Apple’s unveiling practices. When I saw that my longtime blogging friend M.G. Siegler used the film in September, 2012, I added that credit to the draft (although he concluded “the turn” is what Apple masters, not the prestige). Later in fact-checking, we discovered that on RexBlog, I had used the film The Prestige in an Apple-related post even earlier (in June, 2009) than M.G.’s (or ParisLemon’s) post. After reading and writing thousands of posts, it all cooks down to cajun gumbo that, if lucky, is both familiar but that still has a little surprise kick to it (a metaphor I’m sure hundreds of bloggers have used).

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And instagram’s Hyperlapse is Cool, Too

This is a followup to my post yesterday about Vine. If you haven’t checked out Instagram’s new feature called Hyperlapse, it also is worth playing with to understand how tools you play with can become tools you can’t do without one day. Anyone who has used the time lapse feature on a GoPro camera to speed up the action and get rid of the bumps will recognize what’s taking place.

Read more about it here and check out this video below to see what it will do:

YouTube

The ALS Ice Bucket Challenge is Fun(d)raising at its Finest

Forgive me, but you’ll find at the bottom of this post yet another Ice Bucket Challenge video. I was on vacation and somewhat off the grid a couple of weeks ago when the ALS (Lou Gehrig’s Disease) Ice Bucket Challenge meme hit, so I wasn’t quite sure what the shout-out from Hammock president John Lavey was all about when it hit my in-box.

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