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Issue 71 - June, 2008
The fast four for June are
Not so grand
Grand openings are severely overrated. So are product launches and galas of all sorts.
Make a list of successful products in your industry. Most of them didn't start big. Not the Honda Accord or Facebook, not Aetna Insurance, not JetBlue or that church down the street. Most overnight successes take a decade (okay, four years online).
The grand opening is a symptom of the real problem... the limited attention span of marketers. Marketers get focused (briefly) on the grand opening and then move on to the next thing (quickly). Grand opening syndrome forces marketers to spend their time and money at exactly the wrong time, and worse, it leads to a lack of patience that damages the prospects of the product and service being launched.
Non-profits do the same thing when they spend months planning an elaborate gala that takes all the time and enriches the hotel and the caterer. Far better to spend the time and money building actual relationships than going for the big 'grand' hit.
The best time to promote something is after it has raving fans, after you've discovered that it works, after it has a groundswell of support. And more important, the best way to promote something is consistently and persistently and for a long time. Save the bunting for Flag Day.
Source – Seth Godin’s blog, June 4, 2008
Seth obviously shares my views about launches. Look out for my soon-to-be-published book on public relations where I discuss my view on launches and many other aspects of public relations.
A quote we like
The philosophy behind much advertising is based on the old observation that every man is really two men—the man he is and the man he wants to be.
Source – William Feather
Gratuitous plug
M Power’s own Leah Bryan has written her second book, this one a picture book about how to explain IVF to children. It’s called The Baby Doctor - Explaining IVF to Your Child and is available on-line at www.nuhousepress.com for $30 including postage. It’s gorgeous and after just a couple of weeks is already selling really well.
M Power's tips on embracing emergence media
If your communication program is not embracing social media, including:
• blogs and social networks (MySpace and Facebook)
• podcasts, wikis and forums
• social bookmarking (digg, del.icio.us)
• virtual worlds (SecondLife).
then instead of being at 2.0 you’re behind and the longer you are behind, the harder it will be to get to even 1.1 and a half.
Social media has changed the organisation/stakeholder paradigm forever. All of the power now rests with the customers. Ignoring it is like saying five years ago that you didn’t need a website. If you are not already doing what you can to understand how social media can empower your organisation’s communication, talk to your public relations advisor pronto!
This month's book review
The Airport Economist by Tim Harcourt, Allen and Unwin, $25
I am a woman woo-able by words and I therefore declare my love for Tim Harcourt. He is the man who wrote in his book about the economies of the world, the chapter heading ‘Prosperous on the Bosphorus’. I will, of course, be devastated to learn this is the work of an editor but will quickly switch allegiance to said editor. Words count.
Apart from being my new heart throb, Tim is the chief economist at Austrade and is often seen and heard in the media.
His book is wonderful – an armchair reader’s tour of what’s what in the economic world. It is not the sort of information that is easily come by so bite-sized pieces of economics wrapped up in wit and travelogue goes down well. No spoon full of sugar needed. I’m smitten just as it is.
Last month M Power -
- promoted Leah’s new book The Baby Doctor - Explaining IVF to Your Child. See gratuitous plug above
- coordinated public relations programs for various clients
- lots of writing this month for clients
- lots of proofreading of Karen’s new book about public relations – watch this space
- wrote and produced newsletters for us and clients
- booked speaking gigs for the people we represent.
Contact us to see how we could work to empower you or your organisation.
The M Powerer comes to you each month from M Power.
Its 'fast four' format makes The M Powerer a
purposefully quick read with a mix of quotes, tips, reviews, news and views on
areas we work in, including
- communication
- public relations
- empowerment
- individual effectiveness
- organisational productivity
- life balance
- customer service.
Karen Morath
Managing Director
M Power
karen@mpowercct.com
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