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TRANSCRIPT
Get Jiggy With It
OR
Marketing Lessons Learned from
Pop Culture
By Jaciel Keltgen, M.S., C.M.E.
Love the One You’re With.
Thanks to Crosby, Stills & Nash.
Pay attention to your customers and forget
about the ones who haven’t yet fallen in
love with you or your products.
80% of your business
comes from 20% of your
customers.
Yesterday.
With thanks to the Beatles,
especially Paul McCartney.
Don’t worry about
yesterday. Worry about today
and tomorrow.
Focus on your current campaign and make sure you’ve got it right. How are you measuring success? Don’t look back, but at how you’re currently solving problems and how you’re positioned to solve potential/looming customer problems.
It Sucks to be Paris Hilton.
Apologies to Paris, her puny
puppies and party pals.
Don’t be a cry baby.
Don’t break the law.
Don’t think you’re above the
law just because you (or your
daddy) is famous.
All publicity isn’t good publicity.
Jeremiah Was a Bullfrog.
Make sure your “voice” is distinctive.
Know who you are and get it right.
Don’t confuse your customers with too much information.
Be selective. Be concise.
Don’t try to be the carpet
guy to everyone.
The Internet is Where It’s At.
Years to reach 50 MM users Radio = 38
TV = 13
Cable = 10*
Internet = 5* (prosperity, innovation, investment & changing lifestyles are contributing factors in growth)
* Morgan Stanley Technology Research Estimate
Research reported in the Economic Commentary of the Federal Reserve Bank of Cleveland showed a significant relationship between Internet use and economic growth.
Jive Talkin’. Be Hip to That.
Get funky with the new lingo.
Enough acronyms to make
your elementary grammar
teacher quiver with excitement.
TQM, ROQ, FAQ, CIOs, ISPs, B2B
buzz words like human capital, knowledge
economy, corporate portals, spin-offs,
economic espionage, domain, web spiders,
click-throughs, spam, chat rooms, first mover
advantage, e-tailing
Be Precise.
OK Go spent hundreds of hours choreographing this video solely on treadmills for their song “Here It Goes Again.”
Precision was
essential and earned
them notoriety and
lots of exposure on
You Tube.
Be an Earth Angel.
People prefer to do business with those
who share the same values and causes.
Be environmentally conscious.
Recycle.
Use recycled materials.
Urge your staff to participate in Community
Clean-up Day, etc.
Play to Your Strengths.
He may not be part of popular culture, but
I often harken back to words of advice
from Keith E. Keltgen, founder of Keltgen
Seed.
Stay true to your mission.
NEVER forget your assets.
If you’re tall, wear heels.
If you’re the market leader,
Keep leading the market.
Get Jiggy with Free Publicity.
Steve Jobs is a genius, not just because his staff thinks about what is possible.
Apple capitalizes on the “first mover” advantage in business. Sure, being second to market gives you time to perfect, but then you wouldn’t have 250 articles about your inPhone in the WSJ in six months.
I NEVER Get Jiggy With These…
Know your audience (a.k.a. market research)
Know (and love) your product
Never underestimate the power of a brand
Pay attention to consumer buying processes
Know your route but take the time to stop and
recheck your compass
Embrace change
Everybody loves a sales incentive!
So Get Jiggy With It.
Thank you.
You’ve been a groovy, fab, down-
with-it audience.
Go forth and get jiggy with your
marketing!