Category Archives: B2B Marketing

There’s a reason the first three letters of ‘content marketing’ are ‘con’…

25 Thursday Oct 2018

Posted by in B2B Marketing, Content Marketing, Copywriting, Digital, Digital marketing, Direct Marketing, Email marketing, Marketing

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Marketers are a weird lot. We love to over-complicate things. We also have a strange penchant for renaming existing tactics and marketing techniques that have worked sometimes for more than 100 years, just because a new media channel has been invented.

Take social media. Please, take it. I mean, is there any media channel that isn’t social? By their very nature, media and the messages published/broadcast in them are social. After all, we don’t have anti-social media channels do we?

As you know dear reader, since the introduction of digital channels, the resurgence of the emperor’s new clothes is complete. Cyber-hustlers everywhere have claimed new things exist where they don’t. Fake thought leaders try to convince gullible marketers that human DNA has changed forever, particularly when it comes to consumption of marketing messages and buying stuff.

the resurgence of the emperor’s new clothes is complete

And of course there’s the great content con. Apparently until the internet, there was no such thing as content for marketing purposes. I ask you, what do the content zealots believe has been filling every advertisement, brochure, video, billboard, sales presentation, media release, article, etc since year dot, but content?

To clarify the content situation I have created two lists:

“Content marketing” before the internet

“Content marketing” after the internet

As you can see, apart from a handful of new channels, marketers are still creating exactly the same content they always have – they’re just distributing it in these new channels as well as the traditional ones.

So why rename what has always been done just because we have digital distribution of traditional analogue content?

The illiterates are creating the content

But there is a bigger problem at play. Prior to the internet, content was in the most part written by professional copywriters and journalists. Art directors designed how the words were displayed.

In todays content-filled world, every unqualified executive who can type creates content. They operate under the mantra of “I type therefore I am…a content marketer“. In fact, many marketers avoid using trained and experienced writers and do their best to get Josephine Junior, or a mate’s son to write their content, manage their social posts, create their online ads…

If you weren’t aware, the OECD Adult Literacy Study revealed at least 82.5% of the population struggles to read and write competently. Yet it’s these illiterates who are creating the marketing content.

The mind boggles as to how marketers justify their folly. It’s one reason why I created www.thecontentbrewery.com a couple of years ago – it’s an anti-content marketing, content marketing website.

So if you’re looking to create content…..

 

Here’s some more content about content marketing:

Why there’s really no reason to ever use the term “content marketing”…

The 3 essential questions for content marketing success

How the content paradox and your A.S.S. Time ruin content marketing performance

Shell’s content marketing turns 40 and still sells

Good manners will always trump marketing content

Why most shared content has almost no impact on your brand

Here’s how personalised magazines always over-engage readers for an outstanding CX…

13 Thursday Sep 2018

Posted by in Advertising, B2B Marketing, BIG DATA, Branding, Digital marketing, Direct Marketing, Marketing, Media, QR Codes, small data, social selling

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Please accept my apology for the jargon overload in the headline. Back in pre-history, around 2004, I helped a number of competing print companies launch their Variable Data Digital Printers via a series of seminars, trade shows and other marketing activity.

This disruptive technology delivered what many now call data-driven marketing. It was simply the use of relevant data to digitally print personalised publications and link readers to personalised landing pages. An undigi-believable omni-channel breakthrough. But let’s just pretend data-driven marketing is only five year’s old like most digital marketers believe it to be, so as not to confuse them.

One of the most successful promotions and product demonstrations we did, was to personalise the cover of a number of Marketing magazines for individual subscribers. We also personalised the accompanying advertisement to the subscriber inside the respective issues, as well as the landing page.

At the time, the Editor of Marketing magazine said the covers were the most talked about in the history of the publication. They had never had such a positive response. He said subscribers were ringing and writing to congratulate them. It was massive engagement to use today’s jargon.

Leap forward to 2018 and a few months ago I was asked by Kellie Northwood, the Publisher of VoPP magazine, to be the Guest Editor. I readily accepted and suggested the magazine be customised for those on the database. Kellie agreed.

Well VoPP has just hit the streets, and this customised version demonstrates the power of print when it comes to engaging susbcribers via personalisation.

Here’s the outer envelope:

Here’s the personalised magazine cover:

There is a customised message on the cover for each of the key subscriber groups, as well as a custom background colour. If you scan the QR Code it takes you to a PURL where you can complete a survey. There is a segmented group title printed below the code – mine is Agency/Retailer on this edition. And to add some polish there’s a spot fluoro ink printed on the QR code too. The story of how it was produced is in the magazine.

Here are examples from 2004/5:

Fuji Xerox – personalised message on the screen:

Personalised ad on back cover:

Personalised ad inside the front cover:

PURL – Personalised URL:

Direct Smile font printed via HP Indigo:

Personalised advertisement on back cover:

.Another issue:

Penfold Buscombe printed these versions with personal message written on the street sign and the image of the relevant capital city in the rear view mirror:

Customised versions by State printed using postcode data:

VoPP stands for Value of Paper and Print. If you’d like to get a FREE copy of VoPP Mag, visit the website to subscribe: http://valueofpaperandprint.com.au/subscribe/

I’m off to read this issue, there’s an interesting guest editor…

How to get executives to dine at upmarket restaurants for lunch…

22 Thursday Mar 2018

Posted by in Advertising, B2B Marketing, Branding, Content Marketing, Copywriting, Direct Marketing, Marketing, Sales, social selling

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Today’s Throwback Thursday features two campaigns promoting fine dining restaurants in the Sydney CBD. These campaigns would still work today, 21+ years after they originally ran…

Fine dining restaurants located in 5 star hotels, are quite different to your everyday cafes and restaurants located on the high street or in food lanes. They have their own peculiarities, one of which is their location inside a hotel without street-front exposure.

They’re also expensive. Most are frequented for one of four reasons:

  • the chef’s (food/wine) reputation
  • celebrating a special occasion
  • the company/employer is picking up the tab
  • money is no object for the customer

Here are two case studies promoting fine dining restaurants to business executives:

  • The Astral Restaurant located at The Star Casino in Darling Harbour
  • The Galileo Restaurant located in the Observatory Hotel in Kent Street near The Rocks

The Astral Resturant was located in a separate top floor of the casino as part of The Endevour Room, the casino’s private gaming room. The casino is just too far to walk from the CBD for lunch – but it had free parking. The agency drew a map of streets west of George street down to Darling Harbour, with boundaries north and south in the CBD.

A list of senior executive contact details within the map boundaries was then rented and the names/job titles were qualified by phone. The mailpack is the size of a typical dinner plate and used the plate imagery within.

The mailpack had three incentives to visit and dine at The Astral:

  • $75 dining voucher for The Astral
  • $50 gaming voucher for The Endeavour Room
  • 1 month free membership to The Endeavour Room

So recipients could go for lunch or dinner, then get to gamble in the private VIP high roller room. Of course they probably weren’t aware that an entree cost about $75 and the minimum bet was $50, but the incentive worked its head off.

Front of mailpack

Rear of mailpack

Mailpack opened…

Letter

Letter, brochure, vouchers

Vouchers and membership card

The mailing generated a response of more than 25% and all respondents were put on a database for future mail/email communication. (email was just starting in the business world)

The Galileo Restaurant is also located on the fringe of the CBD. The agency hired people to walk ten minutes from the restaurant towards the city centre and create a map of the catchment area. Staff walked the floors of each building and built a list of senior executives for each company in the catchment area. A list of senior executives in North Sydney was also rented to so a split-run test could be conducted.

The mailing is an A3 piece of parchment card stock, folded into thirds and sealed with a black tape. It unfolds into a food art poster. There is an invitation with an excellent incentive:

  • Free lunch for two people – three courses plus coffee
  • The recipient can bring a guest along and enjoy lunch together

There is a reservation card to hand in when the respondent arrives at the restaurant. It captures the recipient’s name and their guest’s details. This doubled the size of the database and gave the restaurant a reference point for a ofllow-up mailing. This also generated more than 24% response rate. Local executives responded more than North Sydney executives, which was expected.

Front of envelope

Rear of envelope

Envelope folds open into an A3 poster

Reservation form, letter and menu

More importantly the staff offered the lunch guests a backroom tour of the hotel. While showing the guests around the inner sanctum, the hotel staff asked for the contact details of the person who books accommodation and events at the guest’s company. So the hotel built three databases – restaurant, accommodation and events.

Both these mailings would work today – the only difference is the reply device would most likely be a personalised landing page (PURL) supported by a confirmation email and/or SMS.

All this talk of fine dining is making me hungry. Where are last night’s leftovers?

The definitive reason why definitive guides aren’t really definitive…

15 Thursday Mar 2018

Posted by in B2B Marketing, Content Marketing, Copywriting, Digital marketing, Direct Marketing, social selling, Thought Leadership

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Let me share a personal secret with you dear reader. I’ll whisper it to you:

“I collect definitive guides”

It’s true. I download each one that arrives in my inbox and save them into a folder. And that’s where they stay, because I rarely read them. They’re usually so subjective and full of fluff, it takes too long to find any worthwhile stuff.

I use a false name and an email address I reserve just for subscriptions. It helps to redirect the inevitable automated follow-up by a computer, and in very few cases, by a human.

Nobody ever calls though. Last year, after using the “Premium” LinkedIn service without getting any benefit, I didn’t renew my subscription. Nobody called to ask why, or to re-sell it to me. Seems LinkedIn believes people don’t need to deal with people in B2B marketing.

Strangely, while I had the subscription, each time I opened my account, I was made an offer to subscribe to the Premium service to which I was already subscribed. One has to question LinkedIn’s marketing automation.

But back to definitive guides.

The following is typical of the opening paragraphs in many of these guides.

“With new marketing channels and technologies popping up every day, marketers must adapt and evolve their analytics strategies, skills, and solutions to survive. As big data becomes increasingly critical for informed decision-making, marketers and their organizations will find themselves along a spectrum of analytical maturity.”

That’s a concern. Nobody I know wants to find themselves on a spectrum of analytical maturity. Most, like me, have no idea what it even means.

But, given that everyone in the industry agrees we live in constantly changing times, with new marketing channels and technologies popping up every day, how can any guide be definitive? By definition, it’s out of date the day it’s published.

If you claim the reason for publishing a definitive guide is constant change, then the guide is only as current as the most recent change? By the publisher’s own reasoning, the guide cannot be definitive, except at a very small moment in time, or to justify the publisher’s self-serving purpose.

Maybe the name of these guides should be changed to reflect the truth? Here’s a suggestion:

Title: An Indefinitive Guide To <insert marketing topic>

Subhead: A self-serving opinion about <insert marketing topic> designed to convince you to buy our marketing stuff. Best before <insert date>

This is an honest description and puts a timeframe to indicate the guide’s currency, given it will be out of date pretty quickly and by definition, no longer definitive.

Hmmm. There could be an opportunity here. Maybe I could publish the definitive guide to publishing indefinitive guides?

Where’s my definitive guide on how to write…

One of the world’s most successful B2B campaigns – but would it work today?

26 Thursday Oct 2017

Posted by in B2B Marketing, Direct Marketing, Thought Leadership

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Today on Throwback Thursday, I thought I’d share one of the world’s most successful B2B direct mail campaigns from 21 years ago – and see if it would still stand the test of time.

It was created for The Observatory Hotel in Sydney, to promote the hotel’s conference facilities. It generated close to 85% response rate and 15 unsolicited letters of congratulations from executives who received the mailing. Wouldn’t you like your prospects to thank you for advertising to them?

The campaign paid for itself with qualified leads within four hours of being delivered. It also won marketing awards around the world.

Here are some of the elements:

The mailing was almost the size of a shirt box.

The perfect conference is just a coffee break away…

Inside the mailing there was a coffee plunger, fresh ground Italian coffee, a gold-leaf bone-china coffee mug, the world’s first ever virtual tour of a hotel – stored on a floppy disk. (ask you parents if you’re not familiar with a floppy disk).

Involvement devices…

There was also a letter and brochure with a very powerful offer – FREE lunch at the hotel. Never underestimate the power of a FREE lunch or drink to motivate response.

Here’s the floppy disk:

World’s first virtual tour of a hotel…

I suspect that if you ran it again today, you would get a very similar response. Certainly it would do way better than an email or online advertising campaign. And you wouldn’t need any social selling or alleged thought leadership to support it.

There are a number of reasons for its stunning success:

  • You cannot avoid the mailing, it’s the size of a shirt box
  • It has lots of involvement devices to grab the recipient’s attention
  • A world first – the first ever virtual tour of a hotel, delivered on a floppy disk
  • A strong and appealing offer – free lunch at the hotel
  • The message content respected the reader

Those who didn’t respond immediately, were followed-up by telephone and this added to the overall result. The mailing is fun because of the way it involves the recipient. Usually the recipient’s gatekeeper will participate when it is opened, so there is discussion around the mailing.

People like to receive 3D mailings, as there is implied value in them. Even more they like to receive them when they offer worthwhile incentives and involvement devices.

In today’s digital jargon, this is known as engaging with your customers.

The only change you would make to the mailing if you sent it today, would be to put the virtual tour on a customised website – using a PURL – so you could track the response by individual. The site could include video testimonials from happy clients. And it could demonstrate the conference facilities or destination in use – different themes, size of events and more.

So if you work in B2B, don’t ignore the most powerful channel for generating responses – direct mail. Who knows, like The Observatory Hotel, your prospects may even thank you for it?

Connect to me: https://www.linkedin.com/in/malcolmauld/

If everyone’s a ‘thought leader’ who’s doing all the work?

25 Wednesday Oct 2017

Posted by in B2B Marketing, Content Marketing, Copywriting, Digital marketing, Marketing, Thought Leadership

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It used to be simple. Certain people were regarded as experts, because well, they were.

They’d tasted blood. Their years of hands-on experience included documented successes (and failures) – proof of their expertise. Their writings, speeches or interviews helped educate others via real life case studies, anecdotes, examples and advice. Their business achievements and industry wisdom were regarded as testimony to their expertise.

david-ogilvy-550x322

David Ogilvy – advertising expert

In the advertising world, my old boss David Ogilvy was one, along with Claude Hopkins, Leo Burnett and the like.

Most experts gained their wisdom through setbacks and failure – not just success. Hence the adage: always sail with mariners who have been shipwrecked, for they know where the reefs are.

But the digital marketing world has devalued expertise – now you just have to publish something online and you automatically call yourself a thought leader. Others don’t call you a thought leader – you anoint yourself. Expertise or experience are not criteria for being a thought leader.

After all, the term “thought leader” is much softer than “expert” – so it is easier to claim thought leadership without as much proof as one who claims to be an expert.

expert-11

Curiously there is no definition in any dictionary that I can find for “thought leader”. Wikopinion suggests the following – though it’s inaccurate as it claims thought leaders are recognised in their field, yet so many self-anointed thought leaders aren’t even known, let alone recognised:

“A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded. The term was coined in 1994 by Joel Kurtzman, editor-in-chief of the Booz & Co magazine Strategy & Business, and used to designate interview subjects for that magazine who had business ideas which merited attention.”

The McKinsey Quarterly, founded in 1964 is regarded as one of the earliest thought leadership publications. Shell started using thought leadership in consumer markets in 1973. And many regarded the founders of companies such as Ogilvy & Mather, Lever Brothers or Apple for example, as experts – or thought leaders.

So who do we blame for the rise in the thought leadership industry – because it is an industry? The answer is simple – it’s the content marketers – those recently self-anointed experts (I mean thought leaders) who are creating the infobesity epidemic.

thought-leadership

There’s even a term “thought leadership marketing“. It refers to the process of trying to attract customers in the B2B markets, by publishing content that positions you as having expertise in a specific area – regardless of whether you do or not. Then when prospects are searching online, they may see your content and even read/view it and consequently get in touch.

troll

The real issue is that so much of the thought leadership content is “manufactured expertise” published purely for the purpose of lead generation. It’s designed for the seller not for the buyer. Any fool can publish “thought leadership” content – and sadly many fools do.

I call it the the Faux Knowledge Conundrum – content is published specifically for the purpose of lead generation – it’s designed to suit the seller not the buyer. The whole notion of expertise has been turned upside down.

Real experts provided their expertise for the benefit of the business segment in which they worked. Their expertise helped the buyer (and the market) – via seminars, books, articles and other education channels – some paid and some free.

Now people/companies use Faux Knowledge delivered under the guise of Content Marketing and positioned as Thought Leadership for the sole purpose of making money for themselves, rather than contributing to the body of expertise in the community in which they work.

So if everyone’s publishing content in the quest to be a thought leader, who’s doing all the work? Do you really believe the mantra that you don’t have to sell anything anymore – just churn out Faux Knowledge and the punters will kick down your door?

trading-up-the-chain-how-to-make-national-news-in-3-easy-steps-excerpt-from-trust-me-im-lying-confessions-of-a-media-manipulator-3-638

Yes the sales cycle has evolved – buyers can learn more about what they want to buy before contacting sellers. Hence the growth in content marketing – to try to be found online as buyers search.

But you only have to look at the quality of the content being published to realise how shallow the pool of expertise really is among alleged thought leaders. It’s hardly ankle-deep.

Thought_Leadership_Comic

Yet if you can optimise your content to be found by those seeking information about it, you can get away with your thought leader positioning. That is until you have to prove yourself.

And that’s the emerging flip-side to the growth in thought leadership. Supplier churn rates are rising in B2B markets. Ironically companies are firing the alleged thought leaders because of their lack of expertise. Then those companies go back to the market to find real experts to fix the problems created by the thought leaders.

The digital marketing industry is a typical example. I’ve even considered starting a brand called Cyber-Vacuumers – specialising in cleaning up the digital mess left by the thought leaders. According to my experienced colleagues, these days they are being hired to “fix and repair” more often than they are to start new projects. I even had a call for help last Saturday.

ACDC

One way I always assess digital service suppliers to ensure I won’t need a cyber-vacuumer, is to ask them to share their failures with me. Those who claim they have none are never contracted. They obviously haven’t tried hard enough or are telling digi-porkies.

I better get back to work. I love writing my blog, but I also want to make money. Hmm there’s an idea. Position myself as a thought leader on “how to be a thought leader” by writing thought leadership blogs on how to be a thought leader and promote them via thought leadership marketing – there has to be money in that. Who knows, I might even become an expert!

FeatImg_MarketersLeadership

I better tag this post under “thought leadership”…

 

You don’t become a brain surgeon by hanging around the casualty ward…

24 Tuesday Oct 2017

Posted by in Advertising, B2B Marketing, Branding, Content Marketing, Copywriting, Digital, Digital marketing, Direct Marketing, Email marketing, Marketing, Marketing Automation, Sales, Social Media, Thought Leadership

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And you don’t become a CMO by hanging around the marketing department either. It’s like those people who claim to be copywriters just because they can use a keyboard.

To really stand out from the crowd and get ahead of your marketing peers, you need to invest in yourself.

Furnish your brain with knowledge from those who’ve already succeeded (and failed occasionally). Tap into the expertise of those who’ve tasted blood. Learn from the experts.

High achievers don’t use hope as a strategy when it comes to their success. And they don’t fall for the fake thought leadership and definitive guides published by marketing wannabes and cyber-hustlers.

Which brings me to this unique opportunity in Australia. International legend of marketing, Drayton Bird, is doing his final ever events in Sydney and Melbourne.

Every marketer on the planet would kill to achieve a fraction of Drayton’s success**. And it will be a long time before any other marketer comes close to earning the same genuine industry respect. If he was any younger he’d be called a unicorn!

So if you want better results from your marketing, or to improve your career, I suggest you take the opportunity to spend 3 hours at Drayton’s final gig-  Cocktails with Drayton.

You won’t get another chance to meet, chat and listen to Drayton in Australia ever again. In his 90 minute presentation he’ll share his best tips, ideas and marketing secrets, compiled during a career spanning four decades, including 20 years of online marketing.

He’s also giving away 3 of his books FREE, including the 338-page international best-seller “How to write sales letters and emails that sell“.

So to quote a well known Aussie “Do yourself a favour” and book your tickets today. They are only $125, or if you book 5 or more people, they’re just $100 each.

That’s a damn cheap investment to get priceless information to boost your career and your marketing results.

Book Melbourne here: 15th November (5.30 – 8.30pm) Rydges Melbourne

Book Sydney here: 21st November (5.30 – 8.30pm) Rydges North Sydney

More information at www.draytonslasthurrah.com

See you there…

**P.S. Here’s just a snippet of Drayton’s resume:

  • The Chartered Institute of Marketing named him one of 50 individuals who shaped today’s marketing.
  • Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida
  • Founding member of Superbrands
  • One of the first eight Honorary Fellows of the Institute of Direct Marketing
  • One of the first three people in the Direct Marketing Association of India’s Hall of Fame
  • UK magazine ‘Campaign’ called him ‘the only universally acknowledged point of creativity in the direct marketing world‘
  • His book “Commonsense Direct & Digital Marketing” has been a global best-seller on the subject every year since 1982. It’s published in 17 languages and sold around the world.
  • Advertising legend David Ogilvy said “he knows more about direct marketing than anyone in the world”

How’s yours compare?

Get Drayton Bird’s books FREE at his Last Hurrah in Australia…

10 Tuesday Oct 2017

Posted by in B2B Marketing, Content Marketing, Copywriting, Digital, Digital marketing, Direct Marketing, Email marketing, Marketing

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A COMMUNITY SERVICE ANNOUNCEMENT FOR AUSTRALIAN MARKETERS

Drayton Bird

For those who don’t know, Drayton Bird was named one of the 50 most influential marketers in the world, long before the term “influencer” lost all credibility thanks to the cyber-hustlers. His marketing books have been best sellers in 17 languages for more than 35 years.

David Ogilvy stated:
“Drayton knows more about direct marketing than anyone else“.

I first met Drayton on a conference harbour cruise in Sydney in 1984, when he spoke at his first Australian marketing industry function. Most of the delegates jumped onto the early party boat, not realising there were two vessels. So the handful of us who remained, including Drayton and his then wife Ce Ce, boarded the second boat. We ate kilos of prawns and oysters, while drinking heartily for our respective countries, well into the wee hours.

Little did I know it would start a regular pass-time whenever we got together.

We eventually ended up at Ogilvy & Mather Direct with the same boss – David Ogilvy. We then both left Ogilvy at a similar time and have delivered marketing seminars together ever since – in the UK, Europe, Asia, Australia and NZ.

So it is with a slightly sad heart I announce Drayton is about to conduct his final two Australian seminars ever. One in Melbourne (15/11/17) and one in Sydney (21/11/17).

It’s his Last Hurrah – and we’re calling it “Cocktails with Drayton”

But it’s not the usual one-day affair. Instead, over cocktails and canapes, Drayton is going to share his infinite wisdom, gained through hard work and toil, during a career spanning some 50+ years in the marketing and advertising industries.

If you think we live in the age of disruption now, think again. You haven’t known disruption like Drayton has known it. He remembers when marketing moved from no computers to a big mainframe computer. To quote a famous Aussie actor “that’s not disruption…this is disruption!”

I suggest you’ll likely learn more about marketing at Cocktails with Drayton than many do in their entire career.

It could save you years of learning on the job, as well as make you lots of money.

Here’s what you’ll get at Cocktails with Drayton:

  • The big three marketing questions – (most businesses ignore them)
  • Millions down the drain – because of “upside down marketing”
  • The Creative Magic Bullet
  • Video reveals what Ogilvy REALLY thought about Drayton
  • Do people have any idea what the hell you sell?
  • What would your boss love you to do? Confucius tells you
  • THIS gives the best ROI. Yet it probably doesn’t for you – here’s why
  • The irresistible rise of bullshit – a warning!
  • The man who dared to tell the truth
  • Are you coddling your people enough?
  • The second wisest man Drayton ever worked with
  • What IS the golden rule?
  • The timeless realities of marketing so often ignored
  • A Guided Tour of Marketing Lunacy
  • Why does your agency talk such utter **it?
  • Does that slogan sell for you?
  • Why do the best people quit? An Ogilvy story explains.

PLUS three FREE digital books:

  • “How to Write Sales Letters (And Emails) That Sell”
  • “How to Get a Better Job”
  • “How even a Business Idiot like me made a million or two”

The session will be full of examples and anecdotes, as well as plenty of humour.

During his career, Drayton has inspired loads of successful executives:

“Your books are among my most valued possessions, and easily among the greatest ever written on advertising, right up there with those by Caples, Ogilvy, Schwab, Reeves and Hopkins.”
– Gary Bencivenga, widely regarded before retirement as the world’s best direct marketing copywriter

“What a kick that was! I feel like I’ve just spent an hour with the Pope … you triggered so many great ideas and confirmed so many closely held beliefs of mine, well, believe it or not, words fail …”
– Clayton Makepeace, the world’s highest paid copywriter

“Drayton Bird is a wise and wily direct marketer. People all over the world have been lucky enough to learn from him.”
– Sir Martin Sorrell, founder of WPP

“Witty and practical, but never boring. A great book to read and re-read and one that I wish I had read earlier in my career.”
– Joe Sugarman. Copywriter, author, multi-millionaire pioneer of infomercials – at one time America’s largest single seller of electronic products

Curiously, even though I’ve heard more of Drayton’s presentations than anyone else on the planet, I always learn something useful from them. And you will too.

So if you want to meet one of the world’s leading marketing legends, before he retires from international speaking, you’d better book your ticket today.

If you have a young team of digital marketers, they’ll gain enormously from Drayton’s wisdom and so will your bottom line. And there will never be another chance to do so.

If you’re heard Drayton speak before, you’ll know his sessions are always both educational and entertaining. So why not treat yourself and your team to this rare opportunity?

Book your tickets here today:

Sydney Tickets

Melbourne Tickets

I make no apologies for this blatant plug, as I view it as a community service announcement for the Australian marketing industry.

Having attended so many events featuring alleged digital marketing experts, I know the enormous value of Drayton’s experience. And the marketing industry desperately needs to learn from a legitimate practitioner who knows what works, rather than from those who pretend to know, as they try to fake digital marketing authenticity.

Plus it’s a good excuse for a drink with a few colleagues.

See you there…

www.draytonslasthurrah.com

ACT NOW!!!

Marketo demonstrates why marketing automation fails more often than not – twice in one week…

27 Thursday Jul 2017

Posted by in B2B Marketing, Content Marketing, Digital marketing, Direct Marketing, Email marketing, Marketing, Marketing Automation

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You have to admire the marketing automation industry. It’s the gift that keeps on giving.

Twice recently, the good people at Marketo have demonstrated why most marketing automation fails – unless it has one essential element. And that element has no binary code or computer chips.

Can you guess what it is dear reader?

That’s right folks. The most powerful element ensuring the difference between success and failure in marketing automation, is “Homo Sapiens” – not a computer.

If you don’t have humans monitoring your computers, your automation will eventually fail. A layer of human intelligence is essential to monitor, analyse and act on what the computers are doing and revealing. Those microchips cannot do it on their own, despite the marketing automation sales spiel.

Here’s how Marketo demonstrated this recently.

If you’re a Marketo customer you’ll know the problem that occurred this week. In an amazing piece of irony, a Homo Sapiens at Marketo forgot to renew the Marketo domain. So Marketo’s customers couldn’t access the Marketo server to do what they pay Marketo to do – marketing automation.

Of course the industry has had a field day joking about it. Check out #marketofail.

But an even more powerful demonstration of how essential Homo Sapiens are to marketing automation, came with an email sent to me on the 19th July, from Bill Binch, the Managing Director of Marketo. It was a follow-up to an email sent a week earlier promoting a Marketo event.

Here’s the first email I received on the 13th July. I suspect your antenna is rattling too dear reader. When you read something like “STOP MARKETING. START ENGAGING.” you know you’re in for a self-serving sales pitch. After all, we’re in the marketing industry, not the marriage game. Leave that to The Bachelor reality TV series.

Ironically (again) the copy in the invitation says your customers “can smell insincerity kilometres away” and you certainly can with this invitation, it’s pungent.

I didn’t reply to this first invitation. It came from the latest name on the “From Line” – they keep changing. Probably a “customer engagement officer”.

On the 19th July, Bill sends me a personal message, though I do suspect he sent a few thousand of them. Here it is:

I’m not sure why he’s inviting me to the Melbourne event, given I live in Sydney? But I’m very keen to meet Bill. After all he sent me a personal message stating he’d love to meet me and that’s pretty powerful stuff for a business communication. So I replied personally to his email. Here’s my response:

Thanks Bill
I live in Sydney, so Melbourne is a bit difficult for brekkie, but could do the 1st if you’re in Sydney?

The problem of course folks, is that when you use marketing automation to fake sincerity, you can get caught out. The return email address for Bill’s message is not his personal email address.

It is an auto-reponder address: marketing_apac@marketo.com

I suspect there are no Homo Sapiens employed to monitor the auto-responder address, because Bill hasn’t replied to me. And given his enthusiasm for me to attend, I’d have thought this “marketing 101” function would be a sure thing at Marketo.

But then again, they seem to be more interested in getting engaged than marketing fundamentals.

I hope to get a reply, as I’ve decided I’d like to attend. And am keen to meet Bill, as I’m sure he’s a very capable MD. Better still, I’d love to work at Marketo, as I know I have something to offer. Even if it is just monitoring the automated marketing – because it seems that even when Marketo’s domain is working, the marketing automation is failing…

 

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Ad agencies and marketers continue to live in a parallel universe…

09 Friday Jun 2017

Posted by in Advertising, B2B Marketing, Branding, Marketing, Social Media, Thought Leadership

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Research released this week by ThinkTV claimed “people working for advertising agencies are out of touch, childless, share-housing, farmers’ market-loving, workaholic gym junkies, who overestimate the impact of social media and the internet on normal Australians.”

Me thinks it’s a pretty accurate persona, to use the modern vernacular.

Of course, the consequence of the frame of reference from which agency types view the world, is how it influences their creative and media decisions in quite biased and dangerous ways.

I was on the end of this type of thinking when talking with a marketer in charge of selling “enterprise solutions” for a telco. In layman’s terms this means she flogs large phone systems to big companies through consultative selling. The reason she was asking my advice was the fact her sales were tanking and she couldn’t get leads from her digital marketing in LinkedIn and banner ads on other sites. True dear reader.

I was showing her some interactive 3D mail examples from US telcos that worked really well to generate qualified leads, particularly when supported with telephone follow-up. She stared at me bug-eyed and said “mail and telephone for B2B marketing are just not on my radar, everything’s digital these days and the agency would never go for it“.

I was taken aback, because as she spoke, I saw something flapping outside her window.

Everything’s just digital these days

The real problem with this advertising agency parallel universe is that it’s not new. The industry has lived in it for decades and not learned from its mistakes. I remember a survey in the 1980’s that demonstrated how out of touch the people who worked in advertising agencies really were.

One revelation was that agency people assumed everyone leased cars and bought their groceries on their fuel card in Shell Shops and 7/Eleven stores. Why go to Woolies?

I also had a marketing assistant at that time, who eventually became a partner in an ad agency (must have been the training). She lived in Sydney’s eastern suburbs and abjectly refused to travel west of George Street in the city. “the only time I go west is to get to the polo and then someone drives me“, she proudly exclaimed.

So here is the latest parallel universe of Adland – it goes part of the way to explaining the massive amounts of money being wasted in digital marketing channels.

The key is as follows – view the charts and weep:

  • Adland = Yellow
  • Adland’s estimate of public use = Dark blue
  • The public’s real use = Light blue

This article in yesterday’s press let the facts speak for themselves. For example, when asked to estimate how many people watch Netflix weekly, Adland said 80%. Yet apparently only 28% of “normal” people use Netflix weekly.

Gotta go now and do my weekly mentoring of young agency talent. Where’s my Tardis?