Marketing Over Coffee Weekend Edition:

An Interview with Author James Connor

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Show length 21:01

Brought to you by our sponsors HubSpot and Blue Sky Factory

We get sent many marketing books, but this one cut through the clutter and I thought it was worthwhile. Here’s a chat with the author of The Perfection of Marketing, author James Connor.

Rather than use our affiliate link, take advantage of the 3 for 1 package offered on The Perfection of Marketing Website.

Sign up for this Podcast in iTunes (and don’t be afraid to give us a review) also add the Gigadial Channel for more Podcasts

Our theme song is called Mellow G by Fonkmasters from the Podsafe Music Network.

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As mentioned in Episode 92 of Marketing Over Coffee, this 19 page eBook will walk you through the steps needed to synchronize, backup, and expand your social networks and social media contacts. The eBook is free - please share it with anyone who would benefit from it!

Download Synchronizing Social Networks in PDF format.

Got comments on the eBook? Leave ‘em here!

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Over the holidays, I released a new guide called the Twitter Power Guide, a short eBook on advanced Twitter stuff, which might help answer some questions about Twitter.

Download the guide over at the Financial Aid Podcast.

On top of that, Mitch Joel was kind enough to interview me about the guide on his podcast, Six Pixels of Separation. (MP3 file here)

If you want a little more juice out of Twitter, grab the guide and give Mitch’s show a listen!

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This is an open thread for employers and prospective employees. Looking to hire? Post a comment!

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As we gear up for our new Q1 advertisers here are some stats:

Just under 10,000 downloads per month now, closing in on The M Show!

And it’s all about the iTunes:

Podcatchers

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For the upcoming Marketing Over Coffee awards, we’re pleased to announce the following categories and nominations. Please feel free to add additional nominations in the comments.

Best Marketing Idea of 2008

Most Unusual Marketing Idea of 2008 That Actually Worked

Best Use of New Media in a Steakhouse

Caminito Argentinean Steakhouse

Best Email Marketing Campaign of 2008

Best Mobile Marketing Campaign of 2008

Barack Obama / Joe Biden VP pick and database harvest

Best Marketing Book of 2008

In case you were wondering, the other 22 annual awards have been displaced in the Caverns of Time. They’ll be back someday, we promise.

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I think this is probably one of the more important emails we’ve gotten.

Hey guys, Tks for putting out the great podcasts…I have been a faithful listener for some time now. However, I admit that I was disturbed by your references & suggestions to read Goebbels in order to better understand Fear marketing in this podcast. Surely there are better resources to get your readers to understand concepts like segmentation, etc. As a fellow blogger, I understand that sometimes one says something in these social channels without fully processing what it could mean for others (why I am not posting this comment on your blog). My wife is German, so I am sensitive to these remarks.

I hope that you can quickly clarify or retract some of what you said on this podcast because I would like to continue to listen it in the future.

Segmentation and such are of course not unique to Goebbels or most other forms of marketing. What Goebbels was so talented at was manipulation of the popular will, which is an issue of vital importance now more than ever. That suggesting to people that they read his works makes you uncomfortable is good, as it means you understand the implications that what Goebbels did with his talents was unforgivable. The record of history generally agrees that he was the architect of Kristallnachte and ordered Berlin to be purged of Jews entirely.

We all must take the time, however unpleasant it is, to read and understand the works of people like Goebbels, for two reasons. If you truly want to understand how the marketing of fear works, you have to research someone like Goebbels and how he was able to deceive an entire nation of generally good people. If you want to understand how you are being manipulated by your respective governments (since Marketing Over Coffee has an international audience), then you absolutely must read him, along with many others.

If you’re interested in just marketing in general or specific techniques like segmentation, of course there are many other, better resources. However, in the context of the episode, if you want to understand how fear can be used against you as a citizen by your government, and how you can be compelled to agree with or do things that you ordinarily wouldn’t, you have to do your reading and research.

Bear in mind, neither John nor I are advocating that Goebbels’ perspective or beliefs were correct. Goebbels was an evil man, if a talented marketer. Anyone who passionately seeks to eradicate an entire portion of the human race has some serious karmic debt to answer for. However, from the perspective of marketing and being a marketing professional, you have to understand this stuff. You have to know how the tricks are done, see the man behind the curtain. It’s only then that you can see through other attempts to manipulate you today - weapons of mass destruction, imminent financial meltdown, etc. - and know that someone’s trying to pull the wool over your eyes. Only then can you stand up against those efforts to trick you.

Should you as a marketer use such techniques? That all depends. Marketing techniques that use fear are like any other dangerous tool. A power saw or a gun all have their productive uses in the correct contexts and can be horribly misused in other contexts to tragic ends. You as a marketer have to understand how to use them safely, when to use or not use them, and show them the proper respect that they deserve.

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In this Marketing Over Coffee learn :

About trade show strategy, subscription marketing, and GI Joe’s enemy Cobra. All this and more…

Show length 34:05

Listen now:

Brought to you by Blue Sky Factory and MarketingProfs

00:38 Selecting Trade Shows, budgeting for them, strategies for success

03:58 Special Guest Matthew Ebel is changing the face of the music industry and talks about his subscription service

08:00 World of Warcraft as a model, Power Law of affiliate marketing

17:52 Downloading live shows makes the music industry go green, Press Release

21:40 List Rental and return, the Pioneer’s Dilemma

23:46 GI Joe’s enemy Cobra as Masters of Marketing

28:46 What is Co-Reg?

Sign up for this Podcast in iTunes and also add the Gigadial Channel for more Podcasts

Chris appearing soon with Gary Vaynerchuk, John has completed the wedding tour.

Our theme song is called Mellow G by Fonkmasters from the Podsafe Music Network

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So here’s a question for the MoC Community. I need a tool, similar to Google Insight or Ad Planner or whatever that can tell me what a demographic is thinking in a given time period.

For example, I want to know what college students searched for while on Spring Break. Right now, I have to use Trends or Insight and put in a bunch of terms like drunk, wet t-shirt, etc. and judge for myself which is the most popular - and I will probably guess wrong and miss the thing they were most searching for in that time, which was actually beer.

For example, I want to know what the hot topic was at the Inbound Marketing Summit on Twitter. Yes, there are plenty of Tweets to search through with the #ims08 hashtag, but a tool that summarized it and told me that Seth Godin was the top discussion would be useful.

What marketing tools do you know of that can do this?

Please leave your suggestions in the comments!

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So iTunes 8 is out. What does that mean for you as a podcaster?

Not too much. Genius, the music-finding software, doesn’t interact with podcasts.

If you’re not putting your cover art into your show, you’re missing a huge branding opportunity.

Also, podcasts now have individual settings that can override the default.

On the other hand, if you’re a musician, iTunes 8 is a great deal for you. Check out the Genius window:

For just one artist, Genius will gently guide you to spend more of your money:

Good stuff, Apple!

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