A playdate video app for dogs? Well, why the hell not?

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Well, desperate times call for desperate measures.  The oppression of everyone being confined at home all day, every day is testing the limits of patience.  And this extends to Fido.

Dog with laptop

The good folks who brought you Match.com have decided that enough is enough – – there is now a video doggy hookup, er, playdate app that is intended to keep your four-legged friends distracted and occupied for hours at a time while you’re trying to work.

On the surface, it seems silly, but when you consider that your dog is missing out on daily dog-to-dog interaction, this sort of stimulation might come in handy over what is certain to be several more months of isolation.

Just look at that little buddy, bored and looking up at you.  Here’s a way to let technology assuage your guilt!  (it’s actually pretty cool)

bored pup

Full text of the press release is below:

 

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DoggoVision offers a videoconferencing alternative to Doggy Daycare

Dallas, TX – April 1, 2020

Dallas-based Match Group, Inc. today announced DoggoVision, a videoconferencing play date solution for dogs, in partnership with Zoom Video Communications and virtual reality developer Spaces.

Doggy 2

DoggoVision uses AI to match dogs

This innovative networked service is a response to sweeping stay-at-home rules, requiring entire families to work and/or study under the same roof, which for many families had never been experienced before.  Compounding the situation is the closure of pet sitting facilities and services, which in many cases had provided an outlet for pets and a break for their owners.

Doggy 3

While working from home has generally increased the number of walks dogs are getting, human social distancing during these walks has severely curtailed dog-to-dog interaction.

DoggoVision provides dogs (and their owners) access to a video community in which dogs can interact in real time, in both audio and video, with other dogs selected for particular affinities.  Selection criteria include dog size, breed, temperament, etc.  Enabled by the virtual reality of the Spaces app, dogs can see, bark, investigate, engage in play behavior, and even virtually ‘sniff’ other dogs.

Doggy 4

A variety of video background images can be artificially projected behind the dogs’ video images, so that the dogs can think they’re at the beach, in a forest, in the AKC show, on the couch, etc.  According to the company, in beta testing most dogs quickly accepted the scenarios, were transfixed for up to several hours at a time, and there were very few fights.

Doggy 1

Sign-up is free through http://www.doggovision.com, and requires the owner to enter their dog’s description, disposition, favorite activities, typical daily schedules, and any triggers that drive bad behavior (e.g. mailman, vacuum cleaner, etc).  Fees are based on session length, time of day, and size of group.

dogs dating

The DoggoVision software, in addition to using Zoom technology, uses Match.com AI algorithms to optimize dog matches globally.  An owner has the capability to swipe a ‘paw’ icon if a proposed dog or dog group is objectionable.  Software automatically verifies that dog preview photos are current.

Doggy reclining

According to a spokesperson from Match Group, owner of Match.com, OkCupid, Tinder and other services: “Match Group’s mission is bringing people together.  DoggoVision extends this concept to our best friends, and in providing diversion for dogs, creates a little peace in the home. 

Our existing software platforms were essential in developing this product in record time. This is not a simple watch-only video product – it’s fully interactive, inspired by the natural outgoing and playful spirit of dogs. There will be no equivalent version for cats.  Importantly, while DoggoVision fulfills a specific need, it is not intended as a substitute for the obligations of responsible dog ownership.

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Mom’s making lemonade – what’s your excuse?

Mom’s making lemonade – what’s your excuse?

Over the last week, shelter-in-place restrictions due to Covid-19 have turned the work landscape upside down.

This is one story of how one person, given lemons, has made lemonade.

Mom turned 89 last week.  She has been a lifetime pianist, still does performances at senior homes several times each month, and has been teaching now for about 65 years, currently with about 5-10 weekly students.

Mom then and now

The new workplace rules prevent in-person lessons, and as anyone who ever took piano lessons knows, skills deteriorate quickly.  This is not good when you’re a piano teacher.  You need your students to continue to move forward with their skills.

So, with guidance from a former piano student (now at MIT), Mom decided she would try to teach remotely.

And that is exactly what she’s done.

chrome zoom

As she described it excitedly yesterday:

It’s really very easy.  I’m using Chrome, and the Zoom app.  My students (aged 7-17) are quite capable of setting up a camera to show their hands on the keyboard.  I send them an invitation, give them the code, and off we go.  I see their hands, and they see me.  It actually works better for the younger students because they are forced to figure things out for themselves”.

Mom online

Mom has successfully completed her first 5 online teaching sessions, with more to come.

She did not have this skill last week.

What barriers are you facing?  What’s your excuse? 

Love you, Mom.  And yes, I’m washing my hands.

Read This Before Watching Super Bowl Ads

Screen Shot 2020-01-31 at 7.23.16 PMExcuse me, the Big Game.  If you weren’t aware, there are very tight restrictions imposed by the NFL on use of the SB words.

https://www.vox.com/the-goods/2019/1/31/18202037/super-bowl-53-ads-trademark-the-big-game-2019

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But that’s not the point of this post.

You may be one of the many who watch the ads purely for entertainment value.  If that’s the case, you’re no doubt in for your share of brilliance, virtue signaling, emotional manipulation, morally questionable/disgusting, Christopher Walken and just plain bad ads (see “puppybabymonkey”).  All of which is great.  Enjoy.

https://thearmchairmba.com/?s=super

SuperBowlads2016

The intended point is that even if an ad is unbelievably hilarious, poignant, memorable or otherwise highly engaging, advertising has diminished value if the brand is not well integrated.

2015SuperBowlCollage

It’s sort of like meeting that attractive person at a bar that you have an amazing instant connection with, but leave without a phone number or any other way to take action.  If the brand isn’t connected to the ad, it’s hard for the viewer to do anything about it.

Roger-and-Jessica-Rabbit-mourn-Richard-Williams-their-creator-died

If you’re a marketer, however, SB, er, BG ads are interesting for different reasons – at $3.5M or $4M whatever the price for 30 seconds is these days, you are no doubt wondering how that expense can possibly pay out.

The good folks at Kellogg Graduate School of Business have come up with a formula called ADPLAN that breaks down key components of effective ads.  You can see how they rate Sunday’s ads in real time here:  https://www.kellogg.northwestern.edu/news-events/super-bowl.aspx

Attention
Distinction
Positioning
Linkage
Amplification
Net Equity

This point we’re talking about is related to one of the 6 points – L – Linkage – – of the advertising to the brand.

Many of the Big Game ads do a great job getting your attention, but don’t close the loop by making the brand an integral element.

As an example, compare two very entertaining ads – – which of them can you connect to a brand?

  • “Just OK is not OK” – whether it’s a tattoo artist, surgeon, babysitter or tax preparer, this campaign is highly entertaining, engaging and amusing. It just doesn’t have a strong linkage to the brand or core message (other than ‘we’re better than OK’ – – not necessarily ownable or particularly compelling). I’ve enjoyed this campaign immensely but have never remembered the advertiser.  (It’s AT&T, by the way.  I checked).

https://www.ispot.tv/ad/IZ6U/at-and-t-wireless-ok-surgeon

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  • “Jake” You can probably already envision the scene (late at night phone call) and catchphrase “Jake…from State Farm”.  In this case, the premise (State Farm is always available) and the brand name are well integrated into the creative.

https://www.ispot.tv/ad/7ISp/state-farm-3-am-savings

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That’s it.  My intended takeaway is neither original nor news – – but it’s still really important in evaluating ad effectiveness.

So enjoy the game this Sunday.  There will be lots of great entertaining spots. And it looks like it could be a good game as well.

However, from a marketing perspective, if you can’t remember the brand whose commercial you just watched, there’s work yet to be done.

‘Tis the Season of Fulfillment Gaffes – Make the Most of it!

This is the season when gifting and shipping reaches a frenzied peak — and with it the highest level of product fulfillment mistakes – – the wrong product, the wrong location, missed timing, missed gift message, etc.   It’s inevitable.

unhappy

For those fulfilling orders, mistakes are going to happen. And the fallout is customer dissatisfaction.

There are two ways to deal with mistakes:

1) wring your hands and work to assign blame, OR

2) as has been attributed to both Winston Churchill and former Chicago Mayor and Obama Chief of Staff Rahm Emanuel – “Never let a good crisis go to waste”

What this means is, mistakes provide an opportunity to go above and beyond in correcting the mistake, which can actually generate more goodwill than getting it right the first time.

In other words, it is possible to fail your way to customer satisfaction.

We hereby repost one of our most popular posts on this topic, from 2017.

https://thearmchairmba.com/2017/05/29/fail-your-way-to-customer-satisfaction/

For those of you taking care of customers, don’t lose this opportunity!

(And for those of you on the receiving end of a mistake, make the most of it!)

Introducing Quadrant Corner! All of Your Problems Solved!

The best kept secret in business – – really – – that the nation’s top business schools are keeping from you is that all management issues can be solved through the use of quadrants.  Really, all of them.

Quadrants

This introduces Quadrant Corner, which will periodically shed light on how you can better understand some of the thorniest, as well as some of the most obvious, issues – – simply through the use of quadrants.

The best quadrants have two axes, where the resulting intersections have meaningful insights.

We promise to not bother you with stars or barnyard animal nicknames or anything like that.  That stuff is yesterday’s news.  And we definitely won’t use things that look like quadrants but are really just a way to stuff related ideas into a box to look more profound (and charge higher consulting fees).  Like the annoying SWOT chart – – which is just 4 semi-related ideas smashed together in a graphic.  Cha-ching!

Band Set List Quadrant

We begin with the inspiration of music.

As someone who periodically plays music to get fellow old people to dance, I can tell you that the party song list is really important.  Every song must either be something danceable or something familiar – – and the best songs qualify in both categories (songs that have neither attribute are a quick trip to a short party).

You need to jam the list with upper-right songs that everyone knows well enough to sing or air-guitar along with while they spill their G & Ts while unwittingly doing great Elaine imitations.

Elaine

It’s fine to throw in the occasional the danceable but less universally known songs – – your Beck, your Skrillex – -but don’t overdo it.  Similarly, fine to mix in a few stadium songs or ballads or Bohemian Rhapsody – – but don’t let your crowd get too comfortable.

The quadrant above shows the relationship between the appeal to the group (danceability) and the need to minimize effort (familiarity).

Business quadrant 2

The same theory could apply to implementation of new business practices (I know, I know – – just stay with me for a minute).  In a business context, appeal to the group is changed from can you dance to it to ‘what’s in it for me’ – – the expectation that the outcome of orientation/ training will be immediately beneficial (more $, greater chance for promotion, less tedium, etc).

On the other axis, the ‘required effort’ measure is defined as ease of putting the new approach into practice.  Like familiar songs, it’s comfortable to attend training where the concepts are easy and there’s a catered lunch.  However, a steady diet of familiarity – – or in this case, ‘fun’ training – – with no substantial hope of personal benefit, may be a welcome break from the routine, but is not a good long-term proposition.

So thanks for reading this first Quadrant Corner.  We need to check out now, to refresh ourselves on the deep learning of those well-regarded consultants EW&F.  Their first and most critical guiding principle:  never, under any circumstances, succumb to pressure to play ‘Celebration’.

EWF

 

Boeing 737 Max – end of a brand?

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One year ago Boeing’s 737 Max was one of the most successful launches in company history.

Boeing_737_MAX_7-1120

A re-imagining of the venerable 737 design, it used updated aerodynamics, materials and engines to achieve 14% greater fuel efficiency vs the base 737, to compete with the Airbus A320neo (and it competed quite well).  It was granted FAA approval in March 2017 and the first copy was delivered shortly thereafter.  The product strategy expanded to include 4 variants.

WEB-Boeing-737-max-960x640

Now, after 2 mass-fatality crashes, production is on hold, the global fleet is on an expanding grounding with no firm restart date, and the entire line’s future is in doubt, taking with it the fortunes of a host of related entities including GE, the FAA, and the town of Renton, WA, where the planes were built, among many others.

Is this the end of what we know as the 737 MAX? 

Surviving a crisis seems to be some combination of:

  1. severity of an ‘event’
  2. how likely are negative consequences to occur in the future
  3. A third key factor is management’s action to swiftly and effectively mitigate future risk

Some very well-known brands have survived severe crises.  All are very healthy today.

Tylenolproduct-recall-tread-separation

  • Tylenol – while the fatalities were low, the Tylenol poisonings of the early 1980s were a huge public threat
  • Perrier – – in 1990, a crisis emerged when a toxic substance, benzene, was found in some bottles of Perrier
  • Firestone – – in the late 1990s and early 2000s, hundreds of people died related to accidents attributed to tread separation of Firestone tires, particularly on Ford products
  • There are others: Volkswagen (Dieselgate), BP (Deepwater Horizon), SeaWorld (orcas)

In all of these cases, Management worked to swiftly remove any affected (or associated) product from circulation, provided consumer hotlines, publicized the recalls, and provided clear ongoing updates to the public.

In all of these cases, there was a clear explanation given for what caused the issues, and the solution was directly linked to the cause.

aydsvalujetVioxx

Other brands did not fare as well:

  • AYDS was a very popular diet-suppressant candy in the 1970s and 1980s, but could not survive the mid-80s emergence of the disease AIDS. Because this association was not likely to end, the candy fairly rapidly was withdrawn from the market.
  • ValuJet – a budget airline, its Flight 592 crashed in 1996, killing all 110 aboard. The severity of the crash brought the airline’s poor safety record to light, thus raising doubt about future safety.  A rebrand was attempted but the airline eventually was discontinued.
  • Vioxx – -an anti-inflammatory marketed by Merck, this brand had over 80 million users. It was withdrawn in 2004 following reports that it could accelerate heart attack and stroke, exacerbated by the fact that evidence was known for about 5 years prior to action being taken.

In two of these cases, the severity of consequences was high, and there was low confidence that a long-term solution was possible.  In the third, the brand was associated with a disease with severe consequences – – just bad luck.

So will Boeing’s 737 Max survive?

  • High consequences from failure
  • No definitive cause or solution identified
  • Indecisive management reaction pushes resolution into the hazy future

The longer the lack of clarity lasts, the more doubt will grow around the 737 Max.  (As they said of the moon shot: “a million things have to go right.  Only one thing has to go wrong”.)

collage737Max

After a quick check of the headlines, put me down for a no.

PROOF! The internet is not all real!

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The late football coach Dennis Green famously sputtered after his Arizona Cardinals lost a big lead to the Chicago Bears in 2006: “They are who we thought they were!!!”.

they-are-who-we-thought-they-were

DOES NOT APPLY TO THE INTERNET

No longer just the province of faceless hackers and fake identities, the internet now is the land of fake faces, too.  Very often people are not who you thought they were.

James support agent

I first became suspicious when my LiveChat support agent ‘James’ was a little awkward (every conversation started with “hey”), and he seemed to operate from a very different time zone.  He just didn’t seem like the chill dude in his photo.

Suspecting that his image was stolen from a real person, I did what anyone with borderline clinical stalking tendencies would do – I did a reverse Google search on his photo.

Tom Brown Facilis

Eureka! ‘James’ was actually a real person named Tom Brown, a Director at a company called Facilis in the Bay area.  Hey – I’ll let Tom know someone stole his photo.  Upon looking for his contact info, I found out that this was fake, too.  There’s a Facilis, but this isn’t it.  The site URL http://www.pgyx.com/team-member.html# looks like a developmental website for a business that may or may not exist, now or in the future.  You can check for yourself.

Collage 1

Back to the image search.  It turns out this person, whoever he is, has been replicated and is now overrunning the internet.  Sort of like the magic brooms in Fantasia.  ‘James/Tom’ is also Michael Flynn, lead developer at a tech company; Bob Roger, CEO of a restaurant supply company; Mike Hussy, data guy at Delhi Public Schools, and many more.

Sorcerers magic brooms

This dude is everywhere!  It is likely that many or all of these people are placeholders on developmental sites created by a web developer somewhere.  At this point I stopped the investigation…almost.

collage 2

Because the fake sites usually had more than one photo, I did the same search on a female face in one of these sites, and found that there’s lots of her, too!  And lots of other people as well.  It’s like there’s a parallel iStockphoto universe of smiling people.

Screen Shot 2019-06-30 at 3.25.03 PM

https://www.wsj.com/articles/health-startup-ubiome-used-stock-photos-for-website-testimonials-11558016423?mod=searchresults&page=2&pos=4

Well, according to a May 16, 2019 article in the Wall Street Journal, there is.  A company called uBiome recently had to take down a photo accompanying a testimonial, because they used one of these stock models as well.

In a final act of avoiding doing something useful, I did a reverse image search on the uBiome guy as well.  HE’S ONE OF THEM!

uBiome

It was at this point I needed to remind myself that these faces actually belong to real people – they’re not just virtual props for developers.  But good luck finding the real one.

There has been an increase in the use of images of real people, to humanize online transactions.  Just be warned that the person you think you’re interacting with may not be the person you see.

Cowboy philosopher Will Rogers once said:  “Don’t believe anything you hear, and only half of what you see”.

I think it’s time to take that down to a quarter of what you see.

clooney

Hey – it’s me!

Mainstreaming #Foodporn – – has it come to this?

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A story, perhaps apocryphal, describes the past-his-prime comedian who, when the laughs just aren’t coming, drops his pants, revealing brightly patterned boxer shorts.  Unfailingly it gets a reaction.  Problem solved.

There is an analog if you’re in the business of selling consumer products – – you need to have a compelling story to tell.  Brands who don’t know why they’re better than the competition often resort to fail-safe attention-getting tactics – – puppies, babies, tear-jerker stories, corn syrup…

…and of course, sex.

Burger Girl

Carl’s Jr./Hardees and GoDaddy.com are just two of the many who made sex their Unique Selling Proposition.  You can check their commercials out on YouTube; I cannot safely post a link here.

Both appear to have moved on, ostensibly to broaden their audiences as they move out of copywriting adolescence.  In the #MeToo era, many advertisers have thankfully become more sensitive in how they go to market.

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But there is a convenient alternative: #FoodPorn.  With a wink and a nod and a hashtag that telegraphs ‘we’re hip’, #FoodPorn is titillating with words otherwise not used in general conversation, but without the photos.  The buzzword gives permission.

In the most recent Super Bowl, Kraft Heinz’s Devour frozen food brand actually advertised on a real porn site, Pornhub.com, blurring the line between metaphor and reality.  The brand is positioned as ‘flavor first’, the very embodiment of FoodPorn, and thus this stunt was all a humorous, one-time attempt to make the point and get some attention.  But based on their website, they’re sticking with the FoodPorn angle.  Not sure what the results were, other than a ton of attention.

Screen Shot 2019-05-29 at 11.38.55 AM

But do we want to go there?  Despite the old adage, not all attention is good attention.  Most brands would prefer to focus on the product and avoid the crass associations that undermine credibility and turn off potential customers.  But not all.

Burger 1

At a favorite burger chain recently (not fast food – – burgers are $10-14), where it talked about ‘friends and family’, part of the menu was blacked out.  Upon inspection, it revealed that the blacked out words completed the language: “Post that #BurgerPorn and tag us.  We never get tired of seeing them sexy burger shots.

Burger 2

Upon conversation with the waitress, this is a case of man bites dog.  The headquarters marketing staff decided to send sexed up menus to all of their restaurants, and in at least this case, the local owner disagreed with their judgment and took a marker to it.

I’m guessing the owner knows his customers, sees a lot of moms and dads, and drew the connection that they might not be interested in explaining to the kids what that all means.  (I had a similar experience explaining the Clinton impeachment hearings to single-digit aged kids).

The irony is that these guys have a great concept – outstanding quality, reasonably priced food in a very pleasant environment.

Why mess all that up and distract attention with references to #FoodPorn?

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Lawmakers Left and Right Shake Hands to Eliminate a Surprisingly Sinister Bias

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Washington, D.C. – in an increasingly rare act of bilateral cooperation, legislation was recently introduced into the U.S. House of Representatives to remove long-standing institutional bias against left-handed people.

Sistine

Adam – the first Lefty

With broad support, House Resolution 23B, titled “Leave No One Left Behind”, was reportedly instigated by prominent left-handed Supreme Court Justice Ruth Bader Ginsberg, with behind-the-scenes lobbying from current U.S. Senator Rand Paul and former U.S. Senator Olympia Snowe, both also left-handed.

RBG

While unable to comment due to conflict of interest issues, RBG discussed the subject at length in an appearance on ‘The Daily Show’ with Jon Stewart in 2012: 

People identifying as other-handed are 11% of the population, and while some extremely accomplished people are or were left-handed — for example Barack Obama, Leonardo da Vinci, Bill Gates, Oprah Winfrey, Jimi Hendrix, and Keanu Reeves — most walk amongst us largely unseen, unacknowledged and disempowered, and face bias every single day.  

Many civilizations’ conventions have ancient roots – – personal hygiene with the left hand, eat with the right, those sorts of things.  This was a necessary approach when washing one’s hands was not as easy as it is now.

However, a remarkable amount of bias remains, from the design of commonplace household objects, to the more insidious prejudice in our very language – – ‘left-handed compliment’, ‘left behind’, ‘on the right side of history’, for example – – and extends even to institutional infrastructure such as driving on the right side of the road and handshakes only with the right. 

Those identifying as left-handed, as well as ambidextrous (who are usually referred to as ‘ambi’), and even so-called cross-dominants, have long had to deal with challenges that most people don’t even think about.  While we are thankfully past the age when left-handers were forced to unnaturally mold to the societal ‘norm’ of being right-handed, the world is presumably more enlightened, and I think before I leave the Court there will be legislation to right this wrong – – excuse me (laughter) – – I mean correct the situation”.

The sweeping House Resolution comprises a broad range of recommendations, including:

Left-handed mug

Proposed left-handed mug

  • Requirement that every manufacturer producing right-handed oriented products also produce versions designed for left-handed consumers, as well as ‘ambi’ versions. This would include things like scissors, video game controllers, computer keyboards, tools, musical instruments, weapons and coffee mugs.  Included also is a mandate that makers of ink pens use only smudge-proof ink.
  • English words that have evolved from the word ‘left’ in other languages to more negative connotations will not be permitted in U.S. government activity, and following a 5-year transition period, will be illegal in all U.S. educational systems – including textbooks.
    This includes words like sinister, gauche, as well as phrases such as ‘left-handed compliment’, and other words such as ‘southpaw’ that could be felt to be demeaning.
  • Included is a provision that in all domestic U.S. Government meetings, whether internal or with suppliers, at least 15% of handshakes would be left-handed.
Left-handed shake

Left-handed handshakes may present challenges for some

  • All professional sports teams would be required to include at least 15% of members identifying as ‘left-handed’ or ‘ambi’. Corporations would have the same requirement for composition of Boards of Directors.
  • A large-scale initiative would require retrofitting every mile of the U.S. Interstate Highway System and all state highways to accommodate those wishing to drive on either the right or left side of the road, with completion targeted by 2030. This would be accompanied by a requirement that all automobile manufacturers doing business in the United States must make available right-hand drive vehicles.  The rapidly evolving driverless car technology will be counted on to facilitate this transition.
4-way stop

Future 4-way stop – CAD rendition

The cost of these changes is estimated to total roughly $20 trillion over the next 10 years.  And while this is broadly acknowledged to be a significant strain on the already burdened U.S. economy, there has been unanimous support from U.S. lawmakers, on both the Right and Left, particularly those facing re-election.

light switches

As a sign of gathering momentum, popular culture has taken up the cause.  As one unnamed self-identified ambi celebrity commented: “God didn’t just make ‘on/off’ switches – she made a good number of dimmers as well.  Regardless of where one may identify along the spectrum of handedness, a civilized society should be ready to accommodate everyone, whatever the cost”.

Does Your Marketing Have Holes You Can’t See?

You may have seen this interesting visual story recently as it made the rounds.

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It is a diagram of a World War II Royal Air Force plane showing where bullets had hit the plane.  The purpose was to direct where extra armor should be placed to protect other planes.  Makes sense, right?

Abraham-Wald-left-is-credited-for-saving-many-American-planes-and-pilots-based-on-his

As Mother Jones magazine puts it – ‘Obvious but wrong’.  Hungarian-born mathematician Abraham Wald explained that because all of the studied planes had returned, the study ignored those planes that were shot down – – and therefore where the true vulnerabilities were (the engines).

This is a pretty good metaphor for a classic error in marketing – focusing on the easily studied while ignoring what really needs attention.

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It’s like the guy looking for his keys under a lamppost rather than in the field where he lost them: “Yes, I did lose them over there, but the light’s better here”.

Studying only data at hand means you could be ignoring bigger opportunities that you can’t see.  For example:

  • Optimizing Instagram or Pinterest (or Google AdWords) can be of little use if your most valuable customers don’t go online that much
  • Segmenting your target based on demographics can be very ineffective if your target is attitudinally defined
  • Orienting marketing messaging to older buyers can be largely wasteful if the key influencers are their children
  • Paying attention to only those customers who Opt In in LeadGen may be ignoring higher potential customers who are too busy to be bothered and for whom email may not be the best approach
  • Spending a ton of money optimizing a trade show space may be less useful if only a small % of decision-makers still attend trade shows
  • etc.

Portrait of the artist as a shadow of his former self 1969-72 by Keith Arnatt 1930-2008

 

The solution is to make sure you truly understand your customer, their key attitudes, influences, preferences and pain points. 

Target customer

Only then can you put your reinforcement where it really counts – – and sometimes it’s the customers you can’t see.