November 2006

I hate ‘buzz’. You may have read many posts from me about how much I dread reading about buzzworthy topics and what not. I consider myself on the cusp of early adoption of information, especially being in Iowa.

The biggest problem with buzz is that often times people run with and idea or concept without really understanding how to facilitate it and the effects of implementation. Exhibit 1: Viral Marketing. I imagine that if you are a reader of GANB you are well aware of viral marketing.

I know its been written about a hundred times and often gets bundled with Web Marketing. And we all know that just saying you have something viral does not mean you do. Advertising on the web is not guaranteed to spread word of mouth. That works about as good as a billboard.

Yes, Yes you’ve heard this all before and I’m preaching to the choir. But here in Iowa (as I’ve stated before – 3 years behind) marketers are just finding out about this. It’s big news for the Des Moines Register (who I have my beefs with and will address here). The front page of the business section of the DM Register today touts a local campaign to raise awareness for Des Moines in an article entitled, “Campaign channels Web buzz to tout D.M.“. It seems as though they have taken this concept and run without really understanding what it takes to make it work.

In this article writer Donnelle Eller discusses the local Greater Des Moines Partnership’s new advertising campaign, ‘Do More‘ announced yesterday. According to Donnelle the campaign is based on two ‘buzz’ ideas: crowdsourcing and viral advertising.

Donnelle points out that, “If the Greater Des Moines Partnership’s advertising blitz is successful, residents will be doing all the work for the central Iowa business group.” What’s that? Crowdsourcing. Let your community create content and awareness.

She also points out, “‘Viral advertising’ is a big piece of the group’s new $300,000 marketing plan – called ‘Des Moines. Do More’ – and it depends on fun-loving, computer-savvy folks to spread the word.”

According to the Des Moines Partnership’s website, the campaign will consist of the following viral elements: posters, notecards, ‘viral videos’, sticker books, wearables, e-cards, etc.

I have several qualms with this entire scenario. First of all the DM Register article was light and fluffy with no analysis or insight to the arena of web advertising, buzz/viral marketing, or ‘viral videos’ (again, more on this later). But that’s come to be expected from the DM Register.

If the viral nature and tech savvy crowd is going to carry this crowd why is this first someone like myself has heard about this? Like I said, when it comes to being on the edge here in Iowa there are few as close as me, including Mike (among others) who hasn’t mentioned this either. Why wouldn’t the DM Register or the DM Partnership reach out to local bloggers – those of us who are supposed to carry this ‘viral’ message.

In fact, the only buzz in the local Des Moines blogosphrere about this subject comes from a DM Register blogger who said nothing but regurgitate what was in the article. The ‘viral videos’ have yet to show up in any video distribution network (ie YouTube, Google Video, etc). The Des Moines Register cannot be your sole word of mouth on this.

This is definitely a beef I have with Des Moines (especially after returning from Seattle). Let’s catch up here folks. There are several people on the edge that you can tap. Can we at least try to get up to only being two years behind?

And I’m always free for some consulting :)

Another thing to note that’s humorous (not so much haha funny). I would bet that Donnelle and the DM Register will never know I wrote this, nor will participants in the Greater Des Moines Partnership. Ironic? Yes.

Apparently they cannot eat their own dogfood.

Tags: Des Moines Register, Des Moines, Iowa, Business, Viral Marketing, Advertising

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If you haven’t got into ChangeThis yet, I think you should. It’s an almagamation of ‘arguments’ formed into ‘manifestos’.

From their site:

ChangeThis doesn’t publish e-books or manuscripts or manuals. Instead, we facilitate the spread of thoughtful arguments…arguments we call manifestos.

A manifesto is a five-, ten- or twenty-page PDF file that makes a case. It outlines in careful, thoughtful language why you might want to think about an issue di?erently.

If we strike a chord, the manifesto will spread. You can email the manifesto to anyone you like, you can even post it on your website or print it out. A great manifesto says something you’ve wanted to say for a while, but does it eloquently and simply and saves you the trouble of writing it yourself.

Read it and pass it on.

I love this idea and I’ve been a subscriber to this site for sometime. You can read more on their manifesto here.

The reason I’ve finally succumbed to writing about this great resource is they recently released a Seth Godin manifesto / book entitle The Bootstrapper’s Bible, which I have read before and is excellent.

I thought I’d share… It’s only available until the end of December. Get It Now!

Tags: Bootstrap, Business, Startup, Seth Godin

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I recently read an article from Joel Spolsky called, “Choices = Headaches“, where he claims the more choices the user has the less usable the software is. At the heart of his argument is this: the more choices a user has, the more confused they get. Essentially for each choice added, the likelihood of each choice given being used is lessened.

I love this idea and you can see it perpetuated in the best and most popular applications and services on the web. Web Services like Flickr, YouTube, Craigslist, Google, etc were built on this idea. That’s why ‘Less is More’ has become an important mantra for a lot of niche startups. In many senses it is more – it creates more value and user experiences are more efficient.

Joel discusses the notion that most software shops and any industry really – be it retail or consulting – believe that a plethora of options is beneficial to the customer. Joel, and I, disagree. He notes,

“This highlights a style of software design shared by Microsoft and the open source movement, in both cases driven by a desire for consensus and for “Making Everybody Happy,” but it’s based on the misconceived notion that lots of choices make people happy, which we really need to rethink.”

Futhermore it is noticeable in other places, like hardware – the iPod’s success is derived from simplicity. Apple in general provides minimalistic and simplified hardware which is a big factor in their success in the last five years.

Can this be used outside technology? It sure can! Joel is right – this does need rethought throughout many business areas. The reason this idea is often implemented, I think, is twofold.

First marketers love the Goldilocks theory. Consumers don’t want the low-end (cold porridge) and they don’t want the high-end (hot porridge). Most of the time they will settle for the middle (warm porridge). This has become a basis of price versioning for years and the medium size is priced at a point where the most money is made on the margin. This is great psychological marketing. McDonald’s does it; Starbucks does; everyone does it.

Secondly, and worse, marketers take it too far to the point they decide – if we provide more choices than our competitor, the customer will choose us. This has been a haunting problem for Microsoft over the years and its beginning to catch up to them. The learning curve for, say, Microsoft Office is far more than that for Google Docs.

The 80/20 rule can be applied to much more than the software industry. It should be taught to marketers, designers, salespersons, and all businesspeople.

Eighty Percent of your customers will use Twenty Percent of your offerings. 80% want the same cell phone package. 80% of your visitors read only two of the ten sections of your website. 80% of your customers order the Tacos Supreme. So why waste everyone’s time with the extra sixty percent?

Sometimes limited choices is beneifical, especially in software, but applicable in many areas. Does your company provide too many choices? Sometimes it’s better for both parties to focus if less choices are provided. Maybe you should consolidate some of your pricing plans… Maybe you should remove a few features from your software… Maybe you should rethink your next website redesign…

Is Less More? I think so. Do you?

Tags: Marketing, Design, Development, Business, Choice, Less Is More

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