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Monday, July 21st, 2008

The path less travelled by

in: Communicate, Create, Standing out, Startups

What can a bookstore teach Canadians about positioning their companies?

Marketing is increasingly about attention, and less about product.

Most competent people can build a competent product or service. But in today’s world of instant attention, it’s often more about how to succeed in the market than how to get the product right.

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I had lunch a couple of weeks ago with Robin Axon, formerly of VenturesWest (and candidate for the coolest cyborg name of a VC ever.) We were chatting, as often happens among Canadian entrepreneurs, about The Canadian Ailment. Despite tremendous competence in product design, we never seem to make it North of the Border in the same way the US does. Even US bookstores, apparently, know this instinctively.  But more on that later; back to Robin.

He had a pretty clear theory about what ails us, which I’ll paraphrase (badly) here:

Canadians try to succeed with a product, but Americans succeed with a market strategy.

Read more…

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Wednesday, July 9th, 2008

Targeting and repetition

in: Communicate, Create, Standing out

The Nova Scotia Liquor Commission is trying to sell more wine.

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This campaign does three things really well. If you’re trying to put together a marketing effort, you should:

  • Know the purpose of your marketing effort. A lot of times I have clients tell me, “we need to do some marketing.” They’re often surprised when I push back. But unless they know what outcome the marketing should have — and how to measure it — it’s a waste of time. The Nova Scotia Liquor Commission clearly wants to sell more wine, and can measure sales of wine that accompany beer purchases.
  • Know your target audience. This picture’s taken in the gigantic beer fridge. There’s no wine in this room. It’s where the men go to get cases of beer. Nagging reminders from housewives with facemasks and towels on their heads might be stereotypical, but their target market notices them.
  • Repetition, consistency, and simplicity. Every message is a variation on, “while you’re getting beer, bring some wine home for your wife.” There’s no way to mistake it. It’s something even a beer-obsessed weekender can grasp.

When it comes to beer, nothing beats Nova Scotia brewery Alexander Keith’s focus. They even have a bar (the Lower Deck, the “official home” of Keith’s.) Revel in these gems where a mad Scot channels Mike Meyers, some of my favorite ads of all time.

Spilly Talker

Label Peeler

Who’s With Me?

Beer Eulogy

Beautiful. “Often, I’d dreamt of a lake of beer. But not like this. Never like this.”

BTW, the actor who played this Scotsman was arrested on charges of child pornography, and Keiths has since pulled them. Sick bastard, but the ads are no less funny.

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