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Jill Sobule of "I Kissed a Girl" fame is turning to her fanbase to raise $75,000 to help her produce her next album. She's been dumped by two major labels in the past and two indie labels went bankrupt beneath her, so she's taken matters into her own hands and her fans are with her every step of the way. It's co-creation at customer engagement at its finest.
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Actually looking into an individual's eye and courageously listening to the words that come out of their mouths is hard. And scary. Especially for marketers who have hidden behind focus groups and one-way media for decades. This article highlights the new breed of CEO, one who lives the brand. From Ann Taylor to Gap and now to J. Crew, learn how Mickey Drexler does it.
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Confused about Twitter? Bugged by it even? Tired of trying to explain it to colleagues and get buy-in from clients? The boys and girls over at Common Craft have a nifty Twitter 101 video that's just 2 1/2 minutes long.
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The Direct Marketing Association's Statistical Fact Book was released last week and has some very insightful findings. One of which is that "social computing/word-of-mouth marketing tops the list with 67 percent interested in incorporating it into their campaigns." Also included are thoughts about "other areas of interest identified by marketers: blogs, 55 percent; mobile, 48 percent; and RSS feeds, 44 percent. Instant messaging rates a lower 31 percent."
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All it takes for one artist to survive is 1,000 loyal, passionate fans. A "True Fan" is someone who will buy anything and everything you produce. This is the long tail in action. And this article is a great take on how you are your customers. But there are catches - like how that one artist needs to have ongoing strategy, sustainable, intimate contact with that core group. This article provides a great take on how your business is built by your customers.
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Two years ago, I found myself searching for some information on the Fiskars website when I saw an icon off to the side that said, "Become a Fiskars Brand Warrior." Now, as a crafter and avid fan of their...
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