HP Uses The TouchPad To Show How To Respond With Time-Based E-Mail Marketing

Just moments ago I received the following email from HP.

As many of you are aware, HP discontinued the Web OS operating system and discounted the cost of the HP Touchpad, a tablet intended to rival Apple’s iPad, to $99 and $149 respectively for their 16GB and 32GB models. Of course, by the time I tried to order one, they (and everyone else for that matter) had no supply available. Oh believe me, I tried to find one. HP’s website shows they are out of stock at the time and encourage us to sign up for updates if we’d like to be notified when and if stock becomes available. I registered.

When I saw the email, I first thought, “Already? They have some in stock already?” But alas, I was duped into opening an email I probably wouldn’t have otherwise. I admit it. They got me. But hey, if you’re in the market for any HP products at a 25% savings, you have until tomorrow to take advantage. Kudos to whoever designed this campaign.

Only You Can Brand You

 

To put it simply, a brand is what comes to mind when a person hears, sees, or thinks of you or your organization. It’s not a logotype. It’s not a typeface. It’s not an advertising campaign. There is no shortage of advertising/marketing firms and agencies who can help you develop an image, but only you can develop your brand—they are developed from within. In order to begin that development, you must first have a clear understanding of who you are. Marty Neumeier, author of Brand Gap, simplifies the introspective analysis needed by challenging his readers to answer three seemingly simple questions:

• Who are we?
• What do we do?
• Why does it matter?

As simple as these questions sound on the surface, we often struggle to answer them succinctly and honestly when put on the spot. If you can’t answer these questions, it’s time to take a step back and seriously evaluate and clarify your purpose. After all, unless you know who you are, you can’t expect to develop any any effective communication with your target community. As branding and marketing people, we can ask the questions but only you can provide the answers. Only YOU can brand YOU.

5 Essential Non-Marketing Books For Marketers

5 Essential Non-Marketing Books For Marketers

View more presentations from Michael Maine

I asked the question, “What is your favorite non-marketing book for marketers, and why?” Above are some of the best responses I received. I hope you enjoy. If you have any to add, please feel free to do so below. I’d love to hear from you.

Video: Is Social Media a Fad?

Broken Windows, Broken Business

Marketing is not designed to cover up problems inherent in a business. As a marketer, I am often asked how to make a product or service sound better than it is so people will buy it. Why should I make something sound better than it is? People hate to be deceived. The first thing I ask is what can be done to make the product be better, not sound better. Today, people have options. If you don't want to run Windows, get a Mac. If you don't like the new "Apple", use a distribution of linux. If you don't provide the product or service the end user wants, somebody else will. In cases you have a product that somebody needs, but they either don't want it or understand why it's important (e.g. life insurance) the first thing that you need to do is build  a superior product and then educate your target market on the benefits of the service.

A weak product is the worst marketing and PR you can have, well, next to horrible customer service. Whether your product is, focus on making the best quality product possible with the end user in mind. Word of mouth advertising is much more effective than anything you can pay for. Once you have a product that you full ystand behind, ask me how we can work to get the word out.