Expenses assets and profit

September 29, 2009

In Old Marketing your expenses generate a profit e.g. you run a large ad campaign, you sell products / services to the few that respond and you generate a profit. To generate more profit you have to repeat the cycle over and over again; if you stop your profit dries up – there is no asset here.

This method remains popular because people want instant gratification; we are still a quick fix society but it is impossible to stand out in an overcrowded marketplace.

In New Marketing your expenses should generate an asset e.g. you run a small campaign / initiative, you make a few contacts, you build trust and credibility, you gain permission to speak to them on an ongoing basis, you sell them products / services over and over again without exposing them to the initial campaign. Demand for your products / services continues even when you stop – this is an asset that you can sell.

This method remains unpopular because people don’t want to take the time to build the network and invest in the relationships. That is why the people who do it well, do so well.


No! to sales and marketing

April 7, 2009

In the 1950 it was all about sales.

In the 1980’s it was all about marketing

Now it is about public relations. Successful businesses in this new conceptual age are powered by relationships with their niche market and in doing so, make sales.

This is a significant and important shift


Blogs are a waste of time?

March 24, 2009

One delegate thought that a blog was a waste of time. What do the stats tells us?

During the month of February . . .

  • WordPress blogs had 1 970 822 992 pageviews
  • 1 million WordPress blogs got at least one visitor
  • 19 million individual posts got at least one visitor
  • 7 964 018 comments were posted by visitors

These stats are for WordPress only. There are four other major blogging platforms, so these figures are less than half of the activity on blogs for the month of February. Then there are still audio and video blogs . . .

Best of all. This communication and exchange of ideas happened without costing the blogger or the visitor anything. Now compare this to all other forms of advertising and marketing.


Yes you can

March 24, 2009

Old Marketing.

Old marketing strategies only used very few media types e.g. print, TV, radio and billboards. Individuals cannot afford these. Managing yourself as a brand was not possible. No you could not do this.

New Marketing

New marketing uses many different media types e.g. email, telephone calls, SMS, websites, blogs, social media like Facebook, newsletters, lifestyle events, short videos on services like YouTube etc. Yes, you can do this. This is easy and affordable. Yes, you can be a brand! and with the added elements of flexibility, speed, empathy and meaning, you can be ahead of the game.

Seth Godin is a guru in these matters
His blog