Cool Word: Advertrying or Tryvertising
I came across this term in an article in the CMO Strategy section of AdAge. Term was new, but the concept has been around a long time. Concept is providing product trials or hand-on experiences with prospects.
The web and broadband made advertrying a staple for software marketers. Today it’s a common thing to provide downloads of software on a trial basis that expire after a period of time or number of uses. Even today Adobe offers near 1GB downloads of their $1,000 professional applications.
Examples:
- AOL: CD-ROM in the mail with free trial period
- Maytag: Working washing machines consumers can use prior to buying
- Tylenol PM: Sample on a resort bed with note that says, “welcome to your vacation. Now get some sleep.”
The article was written by Brian F. Martin, founder-CEO of Brand Connections. Martin provides a podcast on marketing and branding at BrandFastTrackers.com. I just subscribed.
World-Wide Social Networking Users by Location
As reported in the Wall St. Journal today, it looks like North America takes 3rd place in the percent of world-wide Social Networking users.
By the end of [2007], Asia will account for 35% of the world’s social networking users, with 28% of users in Europe, the Middle East and Africa, 25% in North America, and 12% in the Caribbean and Latin America, according to research firm Datamonitor Plc.
$240M for Less Than Two Percent of Facebook
A billion news and blog posts about the announcement that Microsoft shelled out $240 million for a 1.6% stake in Facebook Inc. If you want details, you’ll easily find it.
I scoffed in the past about the longevity of Facebook and it’s “$Billion” valuation when Yahoo was rumored to be after Facebook. Now it’s $15B. Man was I wrong.
The deal gives Facebook a massive investment for a minority stake. The investors that have money in Facebook today must be writhing their hands on getting this baby into the public market. And if I had options as an employee….ummm.
Lindsey Pollack, a Smart Cookie
I met and interviewed Lindsey Pollack today at the Blogging for Business conference. I found her very insightful, articulate, and energetic. Lindsey is the author of “Getting from College to Career: 90 Things to Do Before You Join the Real World.” I expect to post her interview in the next week or so to Rocky Mountain Voices and PodTech.net (I’ll update this post when it goes up).
Lindsey’s experience and work with Gen Y caused me to reminisce about my work with college students who were using Agilix and Blackboard software. It’s a fun demographic. I miss the energy, fast change, and fresh insight.
Also, if you’re interested in a good book on a historical viewpoint of generations, check out the books from Neil Howe and William Strauss. They’ve also done some good stuff on Gen Y that I’ve read — Millenials Rising.
Update: the interview was added below.
Great Words, Mr. Mossberg
A shortsighted and often just plain stupid federal government has allowed itself to be bullied and fooled by a handful of big wireless phone operators for decades now. And the result has been a mobile phone system that is the direct opposite of the PC model. It severely limits consumer choice, stifles innovation, crushes entrepreneurship, and has made the U.S. the laughingstock of the mobile-technology world, just as the cellphone is morphing into a powerful hand-held computer.
– Walt Mossberg, All Things Digital
I loved the article that Walt Mossberg wrote yesterday for All Things Digital. The wireless industry in the US is making it difficult for innovation to flourish. And while I’m a huge Apple fan boy, I am frustrated with the way Apple has gotten so deep in bed with AT&T. Imagine buying a MacBook with WiFi that would only work on T-Mobile’s hotspot. As absurd as it sounds, it’s what happened with the iPhone.
Read the Mossberg article. He nails it.
Torre Era
The end of the Torre Era as the Skipper of the Yankees? It would appear that this just may be the case. MLB.com is reporting that Torre walked from a $5M contract plus a $1M bonus for each level in post season play. I’m sad to see it if this happens. However, maybe a shake-up will bring another world series. If I were Joe, I’d be sick of the Steinbrenner antics and press and media beatings.
Nothing Says Fanboy Like a One to One Card
Look what’s in my wallet. An Apple One to One card.
52 weeks of one hour, One on One training sessions with creative pro apps experts at the Apple Store. Talk about complete immersion into Appleism.
Tomorrow: another hour of video training and hand’s on Q&A
Interesting Positioning: Squishy Balls
Amy saw this vending machine for toys at the movie theater Saturday night. Had to get a shot with my phone’s camera.
“Squishy Balls: All Balls are Large Size”
More Web Video, Less TV
Reported in AdAge:
– Almost 29% of the 12- to 64-year-old population report that the PC is competing with the TV for their entertainment time.
– More than 22% of 18- to 24-year-olds say they are watching less TV since they started using social-networking sites.
Buying Radiohead vs. Van Halen’s Record Label
Way back in 1984, I skipped school to pick-up the new release “1984” from Van Halen. This is back when David Lee Roth was jumping around in tights and parachute pants were all the rage. I read everything I could find in magazines about the release. I was a band fan and follower.
In the end, I stood in line outside a record store for the doors to open. I gladly paid full price. I don’t think I had a clue of who the record producer was — I think it was Warner. It was all about the “brand.”
I contrast that with what Radiohead just did. Radiohead allowed me to pay them, not the record company, producers, channel distribution, and retailer. If this model works, Radiohead just turned the industry upside down and pocketed all the revenue. I received an email with a link and authorization code. The music came to me. It was great.
Like Dell, Radiohead’s brand has been leveraged to go direct to the customer. The big challenge to every organization and product company is to create a sustainable brand. The music industry and all artists in other industries have the opportunity to leverage the web for one-to-one marketing and sales.
Matthew Creamer at AdAge published a good read about this. They cite an example from Magnatune, where people are willing to pay more because they know the money will go to the band.
« go back — keep looking »“Our customers report that they are willing to pay 20% over base cost because they know their money goes directly to support the artist and the company.”
– Teresa Marango, Magnatune spokesperson