Comments on: Project X, Anti-Marketing, The Dip http://www.marketingovercoffee.com/2007/05/30/project-x-anti-marketing-the-dip/ This Week in Marketing Sun, 20 Jul 2008 16:45:40 +0000 http://wordpress.org/?v=2.6 By: cspenn http://www.marketingovercoffee.com/2007/05/30/project-x-anti-marketing-the-dip/#comment-36 cspenn Fri, 01 Jun 2007 04:32:09 +0000 http://www.marketingovercoffee.com/2007/05/30/project-x-anti-marketing-the-dip/#comment-36 Why in the world would you name a campaign something designed to offend the audiences of several of your premium podcasters, like the Lifespring podcast, which is supposed to be super-family-friendly? Or Managing the Gray, which is positioned for marketing and new media professionals (some of whom are CxOs at various companies)? No one debates the need for more marketing data, least of all us, since we're marketers ourselves. That was never in question. What was in question was a minute long ad across a very diverse network. Some themed shows would regard the campaign name as tame, like Soccergirl's audience, or the Daily Source Code, but Podshow's podcaster diversity is much larger than that. Here's Suck Less suggestion #2 besides trim down the 60 second spot - carefully consider that a poorly named campaign can alienate audiences in popular shows like Lifespring. Why in the world would you name a campaign something designed to offend the audiences of several of your premium podcasters, like the Lifespring podcast, which is supposed to be super-family-friendly? Or Managing the Gray, which is positioned for marketing and new media professionals (some of whom are CxOs at various companies)?

No one debates the need for more marketing data, least of all us, since we’re marketers ourselves. That was never in question. What was in question was a minute long ad across a very diverse network. Some themed shows would regard the campaign name as tame, like Soccergirl’s audience, or the Daily Source Code, but Podshow’s podcaster diversity is much larger than that.

Here’s Suck Less suggestion #2 besides trim down the 60 second spot - carefully consider that a poorly named campaign can alienate audiences in popular shows like Lifespring.

]]> By: Noebie http://www.marketingovercoffee.com/2007/05/30/project-x-anti-marketing-the-dip/#comment-34 Noebie Thu, 31 May 2007 14:51:30 +0000 http://www.marketingovercoffee.com/2007/05/30/project-x-anti-marketing-the-dip/#comment-34 thanks guys - interesting discussion one quick point, the suck less zone is primarily about customer satisfaction and product/process improvement a basic understanding of user demographics is, of course, important in lending context to that effort cheers! thanks guys - interesting discussion

one quick point, the suck less zone is primarily about customer satisfaction and product/process improvement

a basic understanding of user demographics is, of course, important in lending context to that effort

cheers!

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