The Optimization of ‘Huh?’

A picture I took recently in a Vermont general store. The boxes orchestrated my optimal interactions.

A national organization comprised of marketing executives just sent me and thousands more (I guess) an email inviting me to watch an online presentation they are hosting.

The title of the presentation starts:

“Orchestrating Optimal Interactions…”

There were lots more words in the presentation title, but I couldn’t make it past those first three.

Shouldn’t marketing executives speak English (or whatever their native tongue might be)?

I suggest they rename the presentation, “How to sell stuff.”

The Best Thing About Blogging

There are many great things about having a personal blog and consistently posting to it. And none of the great things are about trying to be a “thought leader” or personal brand. After blogging (more-or-less consistently) for 17 years, I’ve discovered that much of what I write is like jotting down a note to the future me.

RexBlog on Jan. 9, 2007

Like today. Ten years ago today, I was in San Francisco. I was on about the 20th row when Steve Jobs unveiled the iPhone. Because I blog, I can go back and read what I said that day and said a few days afterward.

In the past decade, I’ve blogged tens of thousands of words about Apple products.

But there’s something great about reading what you first thought about something that later turned out to be more (or less) significant.

It makes you feel like you were clueless…or insightful. But that you had any opinion at all makes you feel connected to an event in some way.

The headline of the post where I wrote my response is, “The least impressive thing about the iPhone is that it’s a phone.”

Ten years later, I think I nailed it.

What else happened on this day, ten years ago.

Looking at other posts of the day, I see that MyBlogLog.com was going to be purchased by Yahoo. Later, that would be as disastrous as most Yahoo acquisitions were.

AppleTV was released.

While I didn’t blog about it, ten years ago today was the first time I ever used Twitter. I had set up an account a few months earlier (in the year 2006), but MacWorld was the first time I used it. Why? The media center (I had press credentials thanks to a friend in high places), encouraged reporters to follow their posts to Twitter (“tweets” didn’t exist yet) to learn about changes in the MacWorld schedule or other updates. This was back when it was far easier to understand what Twitter was (a group text messaging thingee) than it is today. (However, for months, I continued to think it was a method for PR people to distribute text messages.)

‘I Want to Know’ Moments & ‘I Want to Buy’ Moments

On Hammock’s Idea Blog, we’re discussing the two types of customer moments that marketers should prepare for by developing “content assets.” It’s similar to a concept in Hammock’s eBook Content Along the Customer Journey. Rather than thinking that marketing with content is a series of posts, tweets, likes, consider all the way content assests can be developed to reach customers at those times they want the information you can provide.

Google calls them:

1. I want to buy moments.
2. I want to know moments.

“I want to buy moments” are those situations where consumers have seen a TV ad or are trying to find the closest restaurant or drugstore. These are the moments for which consumers use Google most often.

“I want to know moments” are those situations where customers are doing research or product owners are trying to better understand something they’ve purchased. Because so many marketers don’t have the content that serves these customers’ “I want to know moments,” they’re turning to Google to find the answer.

Read more at Hammock.com’s Idea Blog

It’s not about the salt

Marketing gurus are calling this an advertising and content campaign.

Huh?

They’re calling it “branded music” too.

Huh?

Calling this content marketing because there’s a Morton’s salt ad at the end and it’s being released on YouTube is about as innovative as every video ever produced. (Remember, they are all created as a content marketing campaign to sell music.)

If a salt company wants to pay for product placement, they can do so, but don’t call it innovative marketing.

On the other hand, the video is spectacularly innovative.

And for the record, I just spent five minutes promoting this to the 12 people who read this blog.

Why Clinton Lost | Firewalls Don’t Work

Firewalls don’t work.

(Note: My “stay positive” attempt)

The most brilliant observation of the state of the nation was the SNL Black Jeopardy piece with Tom Hanks. People have described the election as being one of “insiders vs. outsiders” or “urban vs. rural.” There is truth to both of these observations (and the skit captures the urban vs. rural — spot on).

We live in a land of great diversity. It’s our strength. It’s one of the things that  makes us special.

But when you live in a land of diversity, it’s far too easy to hang labels on people because of our clichéd perceptions of them based on where they live or what they wear or the lifestyle they exhibit.

If I were running a major political party, I’d be looking at the world through the glasses of the Black Jeopardy / Tom Hanks filter and try to figure out how we can take the strength of America’s diversity to address the negative aspects of that diversity.

Clinton lost the election at the point where her frustration led her to say something that confirmed what the people who ultimately elected Trump believe: She views them as deplorable. (Granted, Trump said more heinous things in a day that most people will in a lifetime.)

Below, is a link to a recent Hammock Idea Email that explains the “backfire effect,” how presenting people with the facts can result in them not only disbelieving the facts, but will cause the result opposite of your intention.

Building firewalls around small groups is never the pathway to success. Finding ways to communicate how we are similar, when everything in our gut tells us we’re not, is the pathway to success.

Idea Email: What the Loyalty of Voters Teaches Us About Marketing