Derren Brown is a well known British illusionist, who often specialises in ‘tricks’ where he influences his randomly chosen helpers to do exactly what he wants them to do. In the video below Derren influences some advertising folks, as well as showing us how he did it – it’s fascinating watching and makes you realise quite how much we are programmed ourselves.
Seth Godin has always been a fascinating guru in the realm of modern marketing and his presentation at TED is no exception to this rule. It is, Godin expounds his basic view of modern marketing: you have to be remarkable to succeed these days, not average – and being remarkable makes the right people notice you, who then tell their friends, who tell their friends and so on.
Godin expounds that you focus your new idea towards the early adopters, the innovators – because they are the only people interested in truly new ideas – the average person is only excited by this week’s latest DVD on a normal day. In Japan they have the concept of an ‘otaku’, someone who would travel all the way across Japan purely to try out a new sushi restaurant. These are the people who should be your crusaders, telling all their friends about your new product because it is just the coolest thing.
There are many supporting examples in his talk; how sliced bread wasn’t popular until 15 years after it was launched, how key influencers watch Steve Jobs’ Apple infomercial for two hours and how Seth himself only scores 3.7 on Hot or Not. All of them are compelling and demonstrate how right he is. For those of you who are too lazy to watch this presentation (and hence keep your business going) his summary points are:
Design rules now: make your product fit consumer needs and be noticeable.
Safe is risky: Be remarkable, be the purple cow in the field, take risks and find out what people like.
Being very good is very boring.
So follow those rules and buy Seth a pint when your next business makes a gazillion dollars.
Threshers, a large UK high street based supplier of alcohol, are bracing themselves for unexpected waves of customers after discount voucher was spread rapidly round the web. The 40% voucher was intended for trade partners of Threshers only, but the web mob got hold of the offer and told their friends – now the voucher has been downloaded almost a million times.
Threshers have no idea how much this will cost them – but hopefully for their sakes the 40% discount still gave them a slight profit. In the meantime, it’s a great cautionary example to the rest of the world to never expect any good offer released on the web to stay within the intended group – so be prepared for a) the hoardes of people who may take up the offer, and b) the media backlash if you handle it badly. For an example of how bad it can turn, remember that Starbucks got sued for one of their online vouchers being refused. Never good press.