inspire:blog » Marketing

Rapha Cycle Club

Nick — Thu, 01 Jul 2010 11:41:36 +0000

A good piece about the Rapha Cycle Club café from Noisy Decent Graphics.

Also worth looking at his flickr group of the café. The Rapha website’s not too shabby either and a nice video on Monocle.

These days there’s no reason not to have a shop, a pop up shop, a twitter, a facebook page, a van, go to festivals, write a book, a photo essay, a magazine, have a loyalty card, a website, a microsite, a tumblr, a flavors.me, print a t-shirt the list goes on. Brands that market themselves as authentic and have an idea win. Those that buy off the shelf and stick their logo on, fail.

Update: just came across another piece about Rapha here on everydaylife.style loads more to explore on there too.

Brands on Twitter

Nick — Wed, 30 Jun 2010 15:04:00 +0000

Doesn’t seem much real life interaction between customers and brands via Twitter over here (UK). Over there (US) of course it’s done better.

Seth Godin and your lizard brain

Nick — Fri, 21 Aug 2009 15:03:53 +0000

Good words from Seth about finishing the job.

Everything is Free

Nick — Thu, 07 Aug 2008 06:47:38 +0000

I do love a good trends read and fortunately Richard Laermer has published his 2011 Trendspotting for the Next Decade online, available as a free e-book. Continuing in fact a trend of publishing your book or at least a chapter or two online before you (might) buy the print version.
freebabyfree.com

Also available is The Word of Mouth Manual (Vol II) available from your blog of choice … Word of Mouth Manual

Email marketing standards

Nick — Fri, 12 Oct 2007 12:09:22 +0000

As a provider of Email marketing (forgive the plug, here’s inspire:mail) we welcome the efforts made by Campaign Monitor to get standards support in HTML email. Hopefully this will take off and Microsoft particularly will take notice. You can sign up for the email standards project and even join the facebook group if that’s your thing.

The Boots No7 Perfect marketing conversation

Nick — Tue, 24 Apr 2007 09:22:04 +0000

In a recent BBC horizon programme, Professor Lesley Regan, looked to create her ideal beauty cabinet. The programme featured prominently (in the interest of science you understand) a particular product from Boots, No7 Protect & Perfect Beauty Serum. On the Boots website this product now varies between being sold out and customers only being able to buy one, even though it’s 3 for 2 on the home page. This stuff has become like gold dust even though the programme aired nearly a month ago.

Yesterday my wife’s friend called her to tell her she was on her way to the local Boots because they’d called her to tell her it was in stock but to be quick! I’m not sure if they got any that way but later we moved onto ebay where there seems a healthy trade selling the product around 50% above the retail price. Meanwhile stock levels are so low they’re advertising the fact and customers are being steered towards other similar products one of which is also at a limited stock level.

All of this without TV advertising (not counting the horizon TV programme of course) selling a Â£16.75 product by word of mouth with a buzz through mothers who meet at a local primary school every morning. They all have permission to talk to each other and be influenced by each other, which is why many of them wear crocs as well. They all have permission to have a conversation and although television creates a subject for the conversation, tv advertising seems not to unless it really stands out and I can only think of a couple that do at the moment. Conversations like these with implicit permission happen all the time and if I wanted to sell a product or service this is where I would start, the virus might be slower to spread but I suspect it would have a longer lasting effect.

The Peroni gallery

Nick — Mon, 23 Apr 2007 13:13:57 +0000

How simple product as retail can be. And product values by association seems a good idea as well. One to put into the data bank for next time we do a visual merchandising project and as always it proves simple is best, isn’t that always the case?

Thanks to Brandflakes for Breakfast for this.

The Purple Cow himself

Nick — Wed, 18 Apr 2007 17:07:48 +0000

I’ve just finished reading Seth Godin‘s Purple Cow and here is the man himself talking about how to be remarkable whilst being remarkable himself. As always the story is better from the horses (cows?) mouth. Also Ted itself looks rather excellent and worth an extended browse.