lunes, 15 de septiembre de 2008

Sliced bread and other marketing delights

Dentro de la inmensa librería de conocimiento que representa TED, encontré un video interesante de nuestro amigo Seth Godin. En esta ocasión nos comenta acerca anécdotas y herramientas que nos podrían ayudar a entender y aplicar mejores estrategias a la hora de dar a conocer nuestros productos.

Según Godin, la rebanada de pan "cuadrado", como la conocemos hoy en día, se publicitó como el mejor invento de la humanidad después del telégrafo; pero pasó 15 años (15!) en el mercado antes de que alguien siquiera le diera una probadita y llegara a tener el status que posteriormente alcanzaría.

De esta manera… Cómo pasamos de tener un producto que vive en la penumbra a ser el imprescindible de los consumidores?
Aquí les dejo a Seth:

http://www.ted.com/index.php/talks/seth_godin_on_sliced_bread.html
video

17 comentarios:

Ramiro dijo...

Esa charla es fabulosa. Yo uso en pedazo de ella en mis clases (la parque que dice "what marketers used to do was average products, for average people".
Yo estoy de acuerdo con el 90% de lo que dice Seth, en particular en aquello de que lo importante es que la gente hable de tu marca. (su charla en google video es también muy buena, by the way). Lo que si no creo que sea totalmente cierto es aquello de que hay que ser distinto sólo por ser distinto. Es decir, el purple cow, si no tiene un significado, no sirve. Al menos en mi opinión. Evidentemente hay que distinguirse a como de lugar, pero hay que hacerlo con sentido, con significado. Como Dove, como Nike, como Apple.
Seth, sin duda, es un gran hallazgo para los que estamos metidos en esto del mercadeo.
Un abrazo

Andrés Maturén dijo...

Comparto tu opinión Ramiro: Diferenciarse debe tener un sentido u objetivo. Pero es indudable que da resultado, sobretodo cuando logras que el consumidor hable del por qué eres diferente. Me llamó mucho la atención cuando Seth propone que nos centremos en el Target de los "inovadores", ya que ellos hacen parte del trabajo por tí; sin duda el Internet ayuda muchísimo en este tema. Me recuerda a Richard Wise y Adrian Slywotzky que en su libro "How to Grow when Markets Don´t" dicían que la estratégia de diferenciarse al producto ya no es suficiente, ya que el consumidor no escucha, sino lo que quiere. Seth sin duda está un paso por delante que muchos.

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