Last weekend we had federal elections in Belgium. You know how it goes: some gain, some loose. No different here, except some lost a lot and some gained a lot 
Based on this result the people of Stepstone worked out a guerrilla action, putting stickers on the election advertising boards stating “do you need a new job, put your resume on stepstone.be“.
The press release and images were send by Stepstone’s PR agency PRide.
I love the idea. Personally I would have only tagged the posters of the politic parties who lost the elections. In my mind it’s a more subtle and integrated way of advertising. But way to go!
“I’m marketing, not sales”
Made me think.
Marketing is about delivering an experience. A gut feeling, an emotion, a relation. It’s about bonding with your customers, and with your prospects.
Sales is conversion driven. It’s making the prospect a customer. Get the money out of his pocket and give something in return.
If sales isn’t marketing, the job ends here. Good sales people are, in my mind, always marketeers as well. They make sure this one transaction evolves in something beautiful: a relation. On the other hand, bad sales kills every possible relationship instantly. Maybe you still use the service, maybe you still buy the product, but as soon as you got a better alternative you’re gone.
Marketing sounds less dirty then sales. It’s the higher craft, at least marketing people seem to think so. But there is at least 1 thing they can learn from sales people: in the end it’s al about conversion. You might be a fancy marketeer not caring about these numbers, claiming it’s about the image you create, and that your results can’t and shouldn’t be measured. If so I wouldn’t call you a marketeer but a dumb moron.
So call me a marketeer+. I’m in marketing, but I care about conversion and sales.
New Post on the i-merge blog by Jan Van den Bergh: Something’s happening!
You’ll notice the logo changed, as well as the url: boondoggle.eu (on the blog that makes boonbloggle).
Boondoggle? It appears to be some kind of craft we usually call scoubidou in Belgium. I see interconnection there. Social stuff. Web 2.0. Seems like a natural fit for i-merge.
But also, it seems some kind of movement.. I read on Wikipedia
Boondoggle, in the sense of a term for a project that wastes time and money, first appeared during the Great Depression in the 1930s, referring to the millions of jobs given to unemployed men and women to try to get the economy moving again, as part of the New Deal. It came into common usage after a 1935 New York Times headline claimed that over $3 million had been spent teaching the jobless how to make boon doggles
Ouch
Hope this isn’t their starting point, suppose not, but little bit unluckily don’t you think? Unless they take this meaning and put it in a creative concept. Would be nice.
Anyway, good luck guys!
Update: seems the news is out now! It’s a rembranding, no M/A. They are opening an office in Amsterdam which Tom De Bruyne is going to lead. Nice.
BTW: good thinking Bert, “b-day”, it indeed is something starting with a B
http://www.krachttoerke.be/
No catch, besides you will be in their file. Think it’s reasonable.
Belgium only I’m afraid
Now, let the sun shine again!
Still 1 question to go in the new marketing FAQ: “Why on earth do people use sites like second life?”
Phillip finished the faq earlier, you can find his answer here, and an overview of all his answers here.
(more…)
Face it: measurability implies 9 out of 10 short term thinking. I understand the average CMO will choose a solution where his/her own effort will become clear over a solution that’s better for the brand but can’t be measured as a personal intervention.
This is wrong.
We don’t need ego-trippers, we need smart people thinking on the long term, making decisions that will benefit your brand not only now, but especially in 5, 10, 20 years.
The truly great brands made this investments. I’m thinking Apple, Nike, BMW, .. who’s tactical actions most of the time support long term goals: brand image.
Luckily smart people are around, like John Jantsch from Duct Tape Marketing (excellent blog) who approaches this subject by telling us we should planting seeds for the future. John turns this seeds in C’s: content, connection and community. These are the areas marketeers should work on al the time.
Good marketeers know this, and know how to make this their mission in the company.
It seems Geert finished his movie
I like it: touché
Indeed, in my mind advertising is about listening to your consumers, offer the opportunities and basically understand them. Something classical advertising seems to forget often these days.
Good idea, perfect execution.
In today’s BizReport: “Gmail users are younger, richer than Yahoo“.
They claim this to be a fact e-marketeers should take note of.
Should they?
On the one hand targeting gmail “might” result in higher conversions (depending on the parameters of course, what do you want to sell, what does it cost, ..). On the other hand: is there a reason to exclude older and less fortunate users? Don’t they have value?
2 things:
- Since I assume every self respecting e-marketeer uses the opt-in principle for his/her campaigns, demographics based on email address is of minor importance. You should know the things you need, if age and income are important for you this is data you should try to collect elsewhere.
- I love optimization, but keep asking myself how far this should go. We might end up with a model only for-sure-conversions are targeted. In this case prospects will lose their value, and in my mind they should be part of every brand expansion strategy.
But interesting demographics indeed.
Hope those spammers won’t take note 
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