The Customer Service Survey
VocaLabs' weblog providing news and commentary on the challenges of providing good customer service.
The New Marketing Paradigm
Friday - May 19, 2006 03:51 PM in
Got your attention? Good. Trouble is I don't know what this new paradigm is supposed to be, and as I've said several times lately, if I could figure out a killer marketing strategy in today's world, I'd write a book and go on the talk show circuit. One of the keynote speakers at the convention I attended earlier this week was Harry Newton. Everybody enjoys Harry, and for you newbies in telecom who might not know the guy, about 40 years ago Harry began establishing a well deserved reputation in telecommunications as the "go to" guy if you wanted an opinion about the lack of a customer centric focus by the then monopolistic telephone companies.
As deregulation and competition in communications flourished, starting roughly with the Carterphone decision in 68' (The gist was that the courts ruled that non Ma Bell gear could be attached to the Bell network, opening the door for the creation of a new market for telecom gear.), Harry was in the right place at the right time. He created a magazine and trade show business that for many years was THE source of industry info. For many of us who had left Ma Bell and were trying to learn how to spell entrepreneur, Harry's writings urged us on.
In 1997, Harry sold his magazine and trade show business. And since he was open about it, I'll mention that the business sold for $123 million bucks. During Harry's speech, he stated that he could buy the business back today for $5 million if he was so inclined. His point and mine is that trade show marketing, traditional print advertising and magazines as our primary source of industry info is passe'.
The old rules about marketing and information access no longer work, but in this brave new world of the Internet, no one is quite sure what does. With unprecedented access to information available to all, how does one break through the information clutter and overload to get recognition that you are indeed selling a "better mousetrap?"
Beats me. But if you think you have the magic formula, could you use an editor co-author for your best seller? I'm available.
Posted by Rick Rappe
In 1997, Harry sold his magazine and trade show business. And since he was open about it, I'll mention that the business sold for $123 million bucks. During Harry's speech, he stated that he could buy the business back today for $5 million if he was so inclined. His point and mine is that trade show marketing, traditional print advertising and magazines as our primary source of industry info is passe'.
The old rules about marketing and information access no longer work, but in this brave new world of the Internet, no one is quite sure what does. With unprecedented access to information available to all, how does one break through the information clutter and overload to get recognition that you are indeed selling a "better mousetrap?"
Beats me. But if you think you have the magic formula, could you use an editor co-author for your best seller? I'm available.
Posted by Rick Rappe
Posted at 03:51 PM by | | | |