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Marketing Week Fail

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I was browsing through the Marketing Week program earlier today and was shocked to discover a distinct lack of sessions with a social media focus.

Instead there still seems to be a lot of “Introduction to digital/mobile/etc.” that while still serving a fundamental purpose, are so 2006…(or is that 2005). It’s a pretty sad indictment of Adelaide marketers that as an industry, we still need to be convinced about the basics before we can get into the juicy, topical stuff. (more…)

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Kyle, Jackie O and the battle for commercial radio’s soul

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The return of Kyle and Jackie O’s morning show on 2DayFM, to me, embodies everything that’s wrong with commercial radio.

Like many around the country (if the thousands of comments on news sites are any indication), I was shocked and appalled by the incident that left a 14 year old girl and her mother victims of what amounts to nothing more than commercial exploitation at the hands of a no-talent hack like Kyle Sandilands. I applauded Ten’s decision to dump him as a judge on Australian Idol, but was skeptical about Austereo’s suspension of the Kyle and Jackie O show, “pending review,” they said.

My suspicion, as it turned out, was justified.

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When the customer isn’t always right

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In The Simpson’s second season episode “Oh Brother, Where Art Thou?”, Homer is given a job at Powell Motors by his half-brother Herb. With their cars  losing ground to foreign competitors, Herb believes his company has lost sight of what their customer’s want and asks for Homer’s help to design a car that would appeal to the ‘average’ American. Despite the protestations of his employees, Herb encourages Homer to follow his instincts. The high cost to develop the car and the high purchase price ultimately leads to Powell Motors going out of business.

Literally giving your customers what they want can be risky, especially if they aren’t exactly sure what they mean. Ignoring them altogether is just plain suicidal.

In Homer’s case, when he says that he wants a car with two bubbles; one in the front, while the one in the back is for quarreling kids, and comes with optional restraints and muzzles; all he is really saying is he ‘more privacy’.

The challenge for marketers is to translate what their customer’s are saying into workable insights that provide the basis for consumer-centric product designs that meet the needs of their customer’s.

http://think.squareholes.com/2009/08/customers-dont-always-know-what-they-want/

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