Tags: Al Gore, Alternative Fuel, Chrysler, Fuel Efficient Cars, GM, Green Vehicle, Mystery Car, T Boone Pickens
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Some interesting “mystery auto” PR hype is beginning to seep to the surface, and with a fascinating but somewhat unlikely mix of characters.
The auto industry, while in turmoil, is hardly dead.
To view the entire article click here: http://tinyurl.com/ltqeuz
A Challenge to GM and Chrysler for our Advertising Age June 11, 2009Posted by Richard Shatto in Innovative Strategies, Marketing Strategy.
Tags: Chrysler, Contingency Marketing, GM, Innovative Marketing
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This morning I came across a website that caught my attention big time. I’ve pondered the viability of a contingency model for creative and marketing firms for some time and now this young innovative firm, www.agencynil.com giving it a try.
The founder, Hank Leber, a 28 year old creative artist, decided since he couldn’t find a creative agency that would hire him, he’d create his own, but with a twist… HE’S NOT CHARGING FOR HIS SERVICES. Or, at least, he isn’t not charging a scheduled amount.
Instead, he’s going to let supply, demand, quality of work and the integrity of we human beings to set the price for his work. He has some formulas and stipulations set up to protect from up-front and production costs, but in terms of the firms creative labor, if someone decides not to pay, its FREE. Hank believes that won’t happen (too often), and there is more and more evidence in the marketplace that suggests he is right.
There is a new term for doing business by a bid process called “Crowdsourcing” that should be watched carefully for the next few months. Musicians, magazines, hotels, restaurants and even shipping companies are giving the bid-for-service model a try.
I followed up on some of the on-line discussions and was not surprised to find the responses from the creative community, though mixed, are generally opposed to such a model. This should come as no surprise. Most marketers feel a little shudder go up and down their spines when they think of offering their services on contingency. But, there are examples within the professional communities (I use term generously) who have done very well on a contingency basis. Contingency law firms come to mind. I have a personal friend, a lawyer, lawyer who made many millions personally using the contingency model.
I put out this Challenge to BIG ADVERTISERS, like the automobile industry… GM, Chrysler come to mind. Ask your advertising agencies to compete with the likes of www.agencynil.com and may the best creative get the project. On a bid-for-service basis, you just may get more creative concepts to choose from among, and the quality of the work may even be a lot more a lot better than your current agency would like you to see.
Don’t expect your agency to jump at the idea.
Thank you to Kathleen @kathleenrake and Suzanne @srboaks, both at South Fraser Community Futures for the original discussion.
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Expert Advice on Web 2.0 Content Marketing February 7, 2009Posted by Richard Shatto in Business Strategy, Innovative Strategies.
Tags: Content Marketing Program, Personal Positioning, Thought Leadership, VAZT.com, Web 2.0 Content Marketing, Wendy Goeckel
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Earlier this week, I read an article by Wendy Goeckel, which helped me. She did so with no expectation of a payoff. She simply offered advice about a market I’m not as familiar with. And, it is advice I can act on. It has real value to me and my clients.
But, was there a payoff for her? I think so.
She positioned herself as an expert I wanted to learn more about and I immediately went to her Linkedin profile. She also positioned her company, because in turn, I followed links back to her company website which offers more value advice.
Is Wendy becoming an expert in my mind? Absolutely.
Here’s a link to the Linkedin question Wendy graciously answered for me.
And, here’s the link to Wendy’s original article.
If you’d like advice this subjects and many more. I’m sure Wendy and her company won’t mind if you give them a call.
Thanks Wendy, keep up the thought leadership.
Teaching an old dog new tricks November 29, 2008Posted by Richard Shatto in Business Strategy, Innovative Strategies.
Tags: behavioural change, business change, Greg Wingard, neuroplasticity, neuroscience research, process of change, Scientific Revolution, The Red Bucket Strategy, Thomas Kuhn
The Red Bucket Strategy is all about changing ones self or ones company process or ones family or ones behaviour. But, it’s not so much about the change. We all change over and over. How many diets have you tried? How many times have you started an exercise program? We all understand what needs to change, even how to do it, but the “changing” that’s the hard part. Making the change last. Making change continue until the change is permanent.
A statement was made in both the seminar and the accompanying workbook (excellent!) that the proverbial saying “You can’t teach an old dog new tricks” is no longer true. Maybe it never was, but it definitely isn’t now. Turns out, you CAN teach an old dog… even one that’s really old. But, the real question is does the old dog really want to learn any new tricks? If he does, he can.
According to the most current neuroscience research about neuroplasticity or capacity of the brain to change, well it isn’t the most current, but it’s the most current that is being accepted as current. If you don’t understand new scientific paradigms, go to Alibris.com and look for “The Process of Scientific Revolution” by Thomas Kuhn. It’s old, but one of the great books of the century. Once you read it, you’ll know what I mean.
Anyway, The Red Bucket Strategy suggests that if you concentrate your change efforts on one thing for a full 90 days, the change will become permanent. The new trick will be permanently learned. But, of course, do you want to learn the new trick long enough to stick it out for 90 days of practice? That, of course is the real question and there real show stopper for… gee, I hate to say most of us but it’s an unfortunate truth, myself included.
So, is your business needing some change? Or is a manager or department needing some change? Most are, and in this current economic reality, it may be critical. Maybe the innovative thing you need is simply a commitment to make a known change.
If you need some help. Contact me. I’ll help get you going and help you stick at it. At 51 I’m getting to be a bit of an old dog myself, but hey, we’ll work at it together. Maybe we’ll both learn something. Usually do.
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