Marketing Fads

Are you at all amazed at the continual fads of marketing? I have several friends who consult in other disciplines -- operations, finance, accounting -- and they don't have the fads that so typify marketing.

So what's hot now? W_O_M (word of mouth for those a little behind the curve), Web 2.0, blogging particularly (Like this one), ethnography (we'll follow you around, and you won't even know it).

Going back 30 years here are a few of the other big ones. In the early seventies, the big hit was promotions. Promotion agencies sprung up like weeds. Unfortunately many were. But a few really provided value; Frankel comes to mind.

Then there was direct. The big and the good are still around. But in the early eighties, if you weren't looking at direct agencies, you just weren't on top of it. And a few minor fads like fax spam, although it wasn't called that then, came and mostly went.

Then the fadulous nineties which gave us branding (back to the basics of customer value), the internet (do you have a website?), email ( it's not spam to me, much), which pretty much brings us back to now.

All of these fads spawned their specialists, their agencies, and all promised to drive your marketing through the ceiling. You would grow and continue to grow forever. (Actually, for many of the fadsters, you would pay and they hoped you would pay forever.)

At their core, each of these fads has just enough value to where it could help grow your company. But on top is all too much BS. And as the next fad emerges, the old fadsters, riding the past fad slowly die out. Good riddance.

The specialists and agencies that do survive all do so for the same reason. Underneath all the hype, the dogs and ponies, the PowerPoints, they understand the foundation of marketing -- understand your consumers so well you can continually innovate new ways to delight them.

The essentials of marketing haven't changed. Unfortunately so many marketers and their CEOs are always on a quest for the silver bullet, you know the one that only costs a few pennies and solves all your problems, that we will always have fads. The next fadsters see you coming.

Airline Pricing, #2

A friend forwarded an email that reinforces how the airlines are shooting themselves in the foot with their pricing policies. Does this sound like it was written by a happy, loyal customer?

NEW AIRLINE RULES .......... Attendant: Welcome aboard Ala Carte Air, sir. May I see your ticket? Passenger: Sure. Attendant: You're in seat 12B. That will be $5, please! Passenger: What for? Attendant: For telling you where to sit. Passenger: But I already knew where to sit. Attendant: Nevertheless, we are now charging a seat locator fee of $5. It's the airline's new policy. Passenger: That's the craziest thing I ever heard. I won't pay it. Attendant: Sir, do you want a seat on this flight, or not? Passenger: Yes, yes. All right, I'll pay. But the airline is going to hear about this. Attendant: Thank you. My goodness, your carry-on bag looks heavy. Would you like me to stow it in the overhead compartment for you? Passenger: That would be swell, thanks. Attendant: No problem. Up we go, and done! That will be $10, please. Passenger: What? Attendant: The airline now charges a $10 carry-on assistance fee. Passenger: This is extortion. I won't stand for it. Attendant: Actually, you're right, you can't stand. You need to sit, And fasten your seat belt. We're about to push back from the gate. But, first I need that $10. Passenger: No way! Attendant: Sir, if you don't comply, I will be forced to call the air marshal. And you really don't want me to do that. Passenger: Why not? Is he going to shoot me? Attendant: No, but there's a $50 air-marshal hailing fee. Passenger: Oh, all right, here, take the $10. I can't believe this. Attendant: Thank you for your cooperation, sir. Is there anything else I can do for you? Passenger: Yes. It's stuffy in here, and my overhead fan doesn't seem to work. Can you fix it? Attendant: Your overhead fan is not broken, sir. Just insert two quarters into the Overhead coin slot for the first five minutes. Passenger: The airline is charging me for cabin air? Attendant: Of course not, sir. Stagnant cabin air is provided free of charge. It's the circulating air that costs 50 cents. Passenger: I don't have any quarters Can you make change for a dollar? Attendant: Certainly, sir! Here you go! Passenger: But you've given me only three quarters for my dollar. Attendant: Yes, there's a change making fee of 25 cents. Passenger: For cryin' out loud. All I have left is a lousy quarter? What the heck can I do with this? Attendant: Hang onto it. You'll need it later for the lavatory. Airlines New Policies: 1 – 25 passengers on plane Add $35.00 per person 26 – 100 Passengers on plane Add $25.00 per person 101 – 200 Passengers on plane Add $20.00 per person 200 – 300 passengers on plane Add $15.00 per person 300-450 passengers on plane Add $10.00 per person We aim to get you there in one piece!!