"Seth Godin Thinks Big"
An article in Issue Number 9 of DELIVER - A Magazine for Marketers, published for the USPS (United States Postal Service) is a little difficult to link to, however, I have found the articles to be quite good, especially as they relate to Direct Marketing.
Anyway, the article in Issue Number 9 (You will need to go to their archive) entitled "Seth Godin Thinks Big" you will find some interesting advice on rethinking your marketing strategy. Seth Godin, Author of "The Purple Cow" and the person you wrote the book, literally, on "Permission Marketing" gives some advice on how to make messages resonate with your target audience. The article is written by Scott Smith.
One of the key messages is about story telling. Relate this to our previous posting on FORD. In his book, "All Marketers are Liars", Seth Godin also talks about branding and stories.
What do you think about brand stories? Are they important to Business to Business marketing? Why?
How do you suggest building a brand or telling the story of your company?
Did you follow the link to Seth's Blog? What do you think?
Gene A. Wright
PS What do you think about how hard it is to get to the information in this PRINT publication?
posted by Gene A. Wright @ 3:31 PM
1 Comments:
From the outset and based on my experience it seems that brand stories better fit customer marketing and not b2b. Individuals have a much easier time to make a decision based on wants/desires, as mentioned in the article. Companies, especially large ones,take forever in making decisions. If stories relate to impulse than companies typically lose that impulse because of time. Now looking at it a bit deeper, it is people who make the decisions to buy not corporations. If these brand stories appeal to the influential people in a company then they have a definite importance in b2b marketing.
Telling the story of my company is a tough one. We are over 100 years old, starting in the generation of electricity. The story could be used to relate being around and understanding what customers need and want showing over time how people lives have been improved.
BG
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