Help US Help YOU

As I listened and observed I could not help but to realize that the best analogy I can use to illustrate with Amazing Relevence , the dynamic of Today’s #Linchpin #Marketer and #Brands a dialogue straight from one of my favorite movies ever , Jerry Maguire
From the scene I have embedded in this post I will each day list a new qoutation from a line of dialogue and a comment on why it relates to the work we must do as #linchpin #Marketers #remarkable #Purplecow
I hope you all enjoy this but more importantly I hope it creates the questions in your mind as to how we can truly #beRemarkable

“We want More from them, so let’s Give them More”

We want MORE, we should and we need to,
It all starts with a Empathetic posture
It all starts with Generosity
It “should” all start with the desire to solve a problem, to provide a solution “They” will embrace
But we also have to get really really specific about WHO it’s for
Who we wish to create this change to serve
Connection / Technology allows us a amazing situation where we can and should get really #granular with this because it’s what is our Brands DNA
ONCE WE START
GO GO GO
THEN SHHHH LISTEN TO THEM
SHUT UP AND LISTEN
BRANDS ! – Remember the statement above
SHUT UP AND LISTEN. IT IS FOR THEM. ITERATE ,ITERATE

Jerry Macguire

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W-H-Y do you do

Hello I am Tommaso,

And what I do on a perfect day is Strive to help Remarkable brands tell their best story.

A truthful story

A generous story

A empathetic story because we can never truly know what they know or feel what they feel( they whom we specifically seek to serve with something to make their lives better in some way)

This is what makes my jump out of bed in the morning and inspires me to work all night.

It’s Not features

It’s Not benefits

It’s WHY you do what you do in the first place

This is WHY we live in a amazing era

So tell me again, what’s your WHY?

@simonsinek #FindyourWhy @altMBA

Brand self awareness 101. DRIP BY DRIP

I have really immersed myself in deconstructing BRANDING , and creating a brand that matters in this incredible era of Marketing.

It truly is a time of absolute opportunity.

To imagine, a seasoned MBA from 10 years ago if not currently embracing and evolving his/her skill set is now irrelevant. WOW!

So, after my post regarding why I truly believe AMAZON is changing retail as we know it more everyday, I have been in some deep discussions and wanted to share some of my thoughts and some insights which I was generously provided.

WHO IS TO BLAME FOR THE DEATH OF BRICK & MORTAR ( and who can bring it back)?

First off let me put before you the reader some facts I learned at 2017 Digital summit I attended a couple weeks back.

1. By 2020 ~80% of web browsing will be AI assisted and “Screenless”

2. About 53% of surveyed group prefers customer care by a BOT over a live human

3. We are now in a “Post digital age” we are no longer privileged few that have connection and devices – connection has progressed from privileged group to a entitlement

4. Executives and owners must really get granular about WHAT the brand does , FOR WHO, and WHY

A brand best serves the community it passionately wishes to serve and partners it wishes to align with through a laser focused EFFORT towards its community.

But back to what I was writing, back to why I believe brick-and-mortar retail as we knew it is Dead on Arrival in 2017 and Beyond.

It’s not their fault,

This is going to ruffle some feathers. Forget ruffle feathers, this is going to piss some people the hell off.

We the brands, the executive teams, the sales executives, have been eroding Trust from retailers as it relates to the consumer for decades.

Brands have Illustrated prices that they do not adhere to themselves in obtaining shelf placements that they surely must have realized would not sell-through based on price and from a grander scale would absolutely make their Retail Partners look unethical. DRIP BY DRIP. trust eroded.

We are also undeniably in the age of the long tail economy.

It is no longer about market share holders massively spending and owning all of market share. It’s no longer about making average products for average people ie the mass. It is now a time of endless variety and that may very well be the greatest piece of the puzzle that Amazon provides so optimally.

What many are forgetting is that if we are able to connect,

able to be really specific,

able to get very granular

about WHO it’s for

about WHY we are on this journey

about WHAT it is and the CHANGE that we are seeking to create

then it’s not about price.

It’s ONLY about price after everything is equal, because if everything is equal then give me the cheapest, the fastest, give me the one that I can buy at Mass.

So going back to Amazon and the delusion of it being a price game. In my opinion, the price game is that you can’t hide prices as a brand anymore. That scares the hell out of many people in the profession. However what Amazon has done through its price scrubbing software is creating a landscape in which AMAZON will not be undersold.

However, what happened as a result is that brands and the prices they actually sell for can’t be hidden with a presentation suggested retail price any longer.

Ultimately, everything Is A build-up of things that have been done for decades.

The truth is that a brand and the professionals navigating the Strategic development of that brand should be honest with themselves.

* Where does the community we seek to serve want to purchase products like these, these specific products, our brand.

After that, we need to select our Direction, our Focus and do that!

Nobody has all the answers and as a matter of fact most of us have very few answers.

The best we can do is simplify our plan, execute with absolute dedicated efforts. Always, everyday, always keep in mind and at the core of everything we do, every placement we make, everything, ” IT’S FOR THEM, OUR TRIBE”

BE EPIC

Whatever it takes

Today
I call on inspiration from recently deceased Icon Rich Piana
5% is a attitude
5% is a way of life
5% is Not Ubiquitous
5% is really important to it’s INTENDED
5% HAS THE GUTS TO EXCLUDE THE MANY

LET ME SAY

ANYTHING YOU SET YOUR SIGHTS ON
ANYTHING THAT IS WORTHY OF YOUR EFFORT
IS WORTH ALL OF YOUR EFFORT AND THEN MORE

GUESS WHAT???

THAT MEANS NO SAFETY NET
THAT MEANS RISK
THAT MEANS THIS MIGHT NOT WORK
THAT MEANS THEY MAY LAUGH AT YOU
THAT MEANS YOU NEED TO BE REALLY SPECIFIC

IN THE END WHO WANTS TO BE NORMAL?

I NEVER HAVE
I HOPE I NEVER WILL

GOD BLESS YOU RICH P.
FORZA 5%
Not the brand

THE MINDSET

Execute vs Excuse

We  are in the age of opportunity to make connections,

To create change,

To drive meaningful solutions where they are needed and wanted

To create meaningful brands quite possibly in the process

 

It has always been about #Connections hasn’t it?

The factory was the only way we had to get to more

except the factory made it really hard for us that care to “Make it personal”

and isn’t that what we ultimately want and desire?

Start with something Needed

Start with something wanted

Start with something we would miss if you took it away

Start with doing it because it is really important to YOU

Do it

Do not mention Distribution, Chain account, scale and heaven forbid ubiquity

wake up and help someone

instead of thinking BIG

whats the smallest audience?

read Kevin Kelly 1,000 true fans, Print it and take it everywhere

Buy Derek Sivers “Anything you want” Write the rules on your wall and add a few!

Carry Seth Godin “Linhpin” and every time you feel like hiding, realize WE NEED YOU

YOU ARE SUPERMAN (WOMAN) go get your cape!

 

Super

 

 

 

Enroll together

en·roll·ment inˈrōlmənt,enˈrōlmənt/

noun the action of enrolling or being enrolled.”

What is it that you really wish to stand for? To be defined by? What drives you?

Now within those answers WHO? ( time to get really specific , really granular)

When you get this far it should Inspire you- does it?

There isn’t a wrong answer except the answers you’ve been giving

Possibly to fit in?

Possibly to shift focus from our self?

Possibly because we’ve been brought to believe fitting in is Safe?

It isn’t

Honestly never was

Average PRODUCTS

For

Average PEOPLE

i.e. MASS isn’t so warm and fuzzy anymore

So let’s all circle back together and complete this in the comments

I will join you

Lets percolate on it

And always remember that it’s about the SMALLEST AUDIENCE – START THERE

if it’s media

Then you maybe do not have a sound and video studio

Hmmm

So FaceTime someone on your topic

Or

Zoom room 2 people

Or Skype

See where I’m going,?

Let’s start daily ACTION

Let’s jump in!

Boom let’s go go go

I cannot wait to reply to the awesomeness I’m certain I will be in awe of.

Has the “WHO” changed? Have we?

As Marketers

As Professionals

Our job, NO, our responsibility to the craft is to deliver Change that is needed and wanted

Change that means things are permanently different than when we began

In this journey we have to be very aware of WHO this change we create is to be directed at

For generation upon generation we created change towards the gatekeepers, category managers, store owners , buyers, all i.e. the Trade

Trade publications thrived

Trade shows thrived,

and then something happened

What happened is connection

What happened is perceived with polarity

The old guard- its Armegeddon

To those embracing the limitlessness of connection its Game Changer!

Game On!

Insanity still holds a obvious endearing place amongst many Brands and executives

but now more than ever Connection is King

Why not jump in!

Its time to get really specific

Its time to get personal

Its time to dial down , its not just demographics

The age, sex, income, activity and lifestyle

Its also time to dial down to Psychographics too…

Worldview and Bias’s of the community we are here to serve, delight and embrace

If it sounds like work-

IT IS

however it is good work that we do when we care

Ultimately its never about the gatekeepers, never really has been

They were simply inflated in importance because the layer/ wedge they provided between US (Brands) and Them ( the Community/tribe)

That Phone, Those apps, That power, Use it wisely, Use it Generously, Use it…Use it..Say Something that mattersimg_0684