How come no one wants to speak to the customer BEFORE they do marketing?

Seth Godin, marketing guru, in a recent blog talks about the three circles of marketing radiating outward: 1. The outer circle: Take the information about the product that is given you and promote the hell out of it. 2. The middle circle, which has more much more leverage: Tell a story that resonates with a particular tribe. 3. The third, innermost, circle is the story about the product itself: The product you are selling has the communication built into itself. He summarizes his insights saying go one circle in, or to the middle circle, if you are having trouble selling/marketing […]

Even – especially – the big guys just don’t ‘get’ it

I was doing some market esearch yesterday and surfing around Plunkett. I came across customer focused research and how that is changing. It seems that now, instead of marketers showing concepts to individuals sitting around a table in a focus group, they can reach even more indiiduals if they show the concepts online. Excuse me. How is that customer-focused? The fact is it’s not. The concepts still come from the agency, or the client. And respondents are still asked to react to someone else’s idea of what might get them to shell out money. The only thing different is the […]