Technology As Innovator

Janet Penley discussed ten examples of how wiki(MBTI) research can be utilized for better Marketing Strategy development and implementation:

1. More in-depth consumer psychographics for defining target audience
2. More refined framework for understanding the purchase decision
3. Additional depth and reliability in small-scale, low-budget qualitative research
4. Better refinement of a product/service’s positioning
5. Additional direction on product/service development and modification
6. More effective promotional communications, copy writing and testing
7. Improved agency-client relationships
8. More productive brainstorming activities
9. Better business plan
10. Additional perspective on team creation

Full article: Janet Penley, Using Type to Develop and Implement Marketing Strategy

While traveling on the street, I glided past a man with this advertisement on the back of his T-shirt:

“Duy Loi Folding Hammock. Find us at 1080″

1080 is the phone number of the telephone answer switchboard in Vietnam. Potential customer of Duy Loi can get the company’s contact by calling the operator.

Why did they do this

1080 is easier to remember than a 7-digit telephone number. Plus, it is a well-known service to a lot of people.

This is similar to “We are company XYZ. Find our website by searching on Google”! (-*-)

Evaluation

Starting with information portals like a switchboard or a wiki(search_engine) has grown a habit to many people. They’re really smart for exploiting this practice.

***

(-*-) A flaw in the comparison is that the vendor must make sure their website appears on the top of wiki(search_engine)’s result with many popular combination of keywords.

This is a fun story

Once, Chen Stormstout - a marketer who worked for one of the world’s leading FMCG companies - returned to his poor, secluded hometown, and was greeted stately by his relatives.

His uncle rejoiced “We have been poor farmers for centuries. This is the first time our line has ever been this honored by the success of our child. All thanks to Chen. He’s our VIP now. He can be our manager; let’s call our hero Marketing Manager!” The whole family applauded his idea.

Suddenly a niece cheered “No. A Marketing Director is higher, let’s call Chen Marketing Director!” The whole family cheered even louder; they knew a director is someone really important.

Chen’s cousin, who also studied business in the province college, cleared his throat and said pensively “But the Marketing Director still reports to the Vice President of Marketing, PR, Advertisement and Communication. Why don’t we call him Marketing VP?”

Everyone paused for a while when Chen’s aunt interrupted the silence “Boo! When your mother and I went to complain the musty cakes to XYZ, that VP was effusive in his apologies to us. He declares something about customer first and all the stuffs I didn’t bother remembering them all. I see that a customer has even more power; let’s call Chen Marketing Customer“.

Finally the sage in the crowd spoke deliberately “Now, to complete your sophisticated loop, customers are managed by a Marketing Executive, that is Chen. Why name him something fancy, only to make him lose his identity?!”