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Bretstarr
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Yo KD: Thanks for the kind words. And, of course, you're right on target. I'll add a thought to the marketing side of the equation you present above. David Ogilvy (the easiest guy to quote in the world because everything he ever said has been captured in free "famous quote" databases) once said ... (and whenever a sentence contains the phrase "once said" you're forced to pay attention) "Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea." But as you can see from the folks you highlight above, big ideas aren't based on money. They don't necessarily require big budgets. Sometimes, by merely defying convention alone, a big idea is born. Convention is to spend tons of money on a big, fancy booth at HRTech. Sonar6 (who should open an ad agency because they're so good at marketing, and thankfully for Starr Tincup, they're even better at software development) defied convention by dropping a cardboard box on the show floor. It was brilliant because it was both unconventional and on message ... "We build software, not exhibit booths." That's a big idea that most companies would have been scared to pull off. As for Starr Tincup ... having a party on the show floor is just what we wanted to do. It defied convention, only because we were being ourselves. That's another big idea in this market - just be yourselves. Marketing well isn't hard; just find your big idea and then don't get scared. Go ahead and jump off the bridge with it.
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Oct 2, 2010