TA Style Omniture Summit Thursday 9:00-9:45 General Session | Seth Godin

Seth Godin Thursday Morning
(Seth was certainly the best speaker thus far, my favorite part was when over the speakers there was some really loud pops Seth looked up stiff as a board and pretended to fall backwards. Like he had been shot. It was very funny, he is a great speaker, and I am more likely to buy his books)

Suction Cup Story: he was giving his kids a bath and there was a bath toy with a rattle on one end and a suction cup on the other he stuck it on the tub wall till they were board. He stuck it on his head (he is completely bald) and they laughed and then were board. He finished the kids bath and toweled them off and went walking out into the living room and his wife said what is that red circle on the top of your head? Suction cups break all of the capillaries in the skin and he had a red mark for months afterward. The point of the story was to say that to often marketers are afraid of doing things that would result in the mark so they do the same thing over and over.

He labeled his talk :What to tell your boss and coworkers

Brief history of marketing
1. Ideas that spread win
Marketers speaad ideas TV thinking I AM A MARKETER AND I HAVE THE POWER TO INTERUPT PEOPLE.

There is to much clutter I am not going to hear you.

He used a pyramid example of how most marketers put them selves at the top of the pyramid all of the finance, and management, and manufacturing is at the bottom. The bottom passes the product and the budget up to the top and says go and sell it. IF THIS HAPPENS IT IS THE MARKETERS RESPONSIBILITY TO SEND BOTH BACK DOWN. Advertising is not marketing , marketing is involved in the product conception/packaging/ ect. Marketing goes all the way down to the bottom of the pyramid.

He gave an example of his famous purple cow. An ordinary cow is just ordinary a purple one is remarkable or worth remarking about. Purple cow – remarkable worth making remarks about.

The internet does not put up with average.

You can not buy attention online—all home runs were earned not purchased.
“unless you are Wal-Mart you can not be the closest fastest solution” because someone will always be closer or cheaper”
There is a company who--Do you want to see my socks
Sell to people who are listening and make it easy to tell their friends

MAKE SOMETHING WORTH TALKING ABOUT
Anticipated, Personal, Relevant --- permission
1 Permission is revocable and nontransferable.
2. Permission doesn’t happen by accident
3. Permission must be nurtured
4. Permission is Selfish

"I don’t want email I want ME MAIL. ME ME ME, Relevent to ME"

Advertisers targeting is a hunting term. Instead work a grape vine
1 be remarkable
2 tell a story to your Loyal customers
3 Loyal customers spread the word
4 get permission (loops back to 1)





______________________________________________________________

There were some other speakers in this session who were to talk about Integrated Marketing which is basicly having all of your channels not only be saying the same thing, But be saying it in the way that is specificly molded and optimized for each chanell. Here is what they said but it was so boring and so much of self agrandising thier companies people were leaving and droping like flys. I stoped takeing notes and started looking as to which class I would take next. Anyways here is where I got to.
Shar Van Boskirk Senior analyst, Forester Research
Integrated marketing is easy to say but hard to do.
Coordinated marketing (sub par to Integrated Marketing)
• Consistent look and feel
• Consistent Message
• Multiple Touch Points
• Different Media: Pring, Video, Online, movilke
• Message and experience must evolve through contacts
• Customers don’t want to be bored with the same message

Integrated marketing weaves together channels
• Advertising Emotion
• CRM Relationship
• Promotion Experience