This morning I was in the mood for some Seth. My choice boiled down to Seth's blog vs 'Meatball Sundae' (which I was part of the way through). After reading the latest blog posts I settled in for some meatball sundae.
I feel compelled to share the end of page 64 with you:
"Here's the sea change: You have the chance to go from finding customers for your products (the meatball way) to a new way - finding products for your customers. The simplest example of this is the difference between a book publisher (who always seeks new readers for his new writers) and a magazine publisher (who commissions articles for his existing readers). A magazine makes far more money than a typical book publisher because of this difference."Oh Seth, you are the King of Marketing - and writing and presenting... (which all, by the way, now start with "Know your audience").
Alignment to audience is a fundamental shift underway in marketing. Easy for small companies, not so easy for large ones. This is one of the reasons I find change management in marketing so fascinating.
A couple weeks back I had a dream: I was getting a lift in a friend's car on a road trip. When I got in to the back seat I found myself sitting next to Seth Godin (a one on one audience with Seth)! I was trying to work out what I should ask him, that he might enjoy talking about, to get the most out of a few hours in his company. Then I woke up.
What would you ask Seth?
I just came across this case study in my RSS reader. Intercontinental Hotels have done a big piece of work aligning their marketing to audience / customer.
Intercontinental Hotels: A Case Study In Customer Centric Marketing | Forrester Blogs http://bit.ly/91RaBX
Nice.
Posted by: Rohetherington | May 25, 2010 at 05:48 PM