outside insights

Email isn’t dying

outsideinsights — Thu, 09 Sep 2010 12:15:05 +0000

You’ve heard that email is dying because of the rise of social media?

Let me explain why email it isn’t dying.

How do I come up with a new idea

outsideinsights — Thu, 05 Aug 2010 06:10:43 +0000

Given the market entry work that I do for various brands, ideas and products, I am often asked this question.
“How do I come up with a new idea?”

It’s an age old question. One that many companies specialising in the Innovation space (think, Second Road, Different) have training, methologies and design processes to determine. If you’ve got the budget, you can commission the big consultancies like McKinsey&Co, Booz and Bain to find an idea that might work for you and your business.

IDEO which is a ”hero” company of mine, exist purely on finding new ideas, solutions, innovation and gaps in the market.

So how do you come up with a new idea. Unfortunately most ‘new ideas’ aren’t new.
That’s ok too. Execution of the idea is imperative too. If new slants on the same idea didn’t have legs there would be no competition – only one bank, one type of pizza and one brand of lipstick.

Innovation drives both new ideas and improvements on old ones.
How you plan, develop and take your new idea to market is the game changer.

Ask any entrepreneur. Many started off with what they thought was an idea, but often it quickly evolved into something different to what they planned. As they explored the original idea they discovered the ‘hole’, the ‘gap’ and therefore the opportunity.

One thing that I can guarantee that will kill off a good idea is a ‘devils advocate’. No one wearing that hat brings anything to an idea. You need to explore an idea down several paths before the right opportunity appears. If you stop too soon in your idea exploration because someone says “I’m just going to play devil’s advocate” is an idea killer.

So that’s how you come up with a new idea. Look for a hole that no one else has fallen into yet – then work out why there is a hole and what you can do about it.

Want to do some reading? Try these for starters:
Try these:
- The Art of Innovation (IDEO)
- The 10 faces of Innovation (IDEO)
- Purple Cows, Seth Godin

Don’t forget email

outsideinsights — Thu, 10 Jun 2010 20:02:02 +0000

So much media space is given to social media that email marketing is often seen as so last decade. Email, like all aspects of online marketing as evolved far beyond the realm of bulk email newsletters.


You never know from where your next sale or business lead will originate. Using everyday email to not only enhance your brand but to engage with your customers, generate leads, assess customer satisfaction are just some of the applications that can transform businesses.
Imagine being able to segment the branding and messages on your emails based on whether the recipient was an existing customer or a potential new customer. The marketing message would differ. For an existing customer you may want to alert them to a new product, advise of upgrades or recent media coverage. For new customers the message would be why your company is different, sell your services as a whole. 
You can embed links and images that showcase your social media, your shopping cart, your products or catalogue. Plus a live RSS feed can be streamed into every email you send so your latest blog headlines, media coverage or press releases are streamed automatically.
Plus add a layer of reporting over the top of this that alerts you went a customer as interacted with the information you are showcasing. That's powerful stuff.
And you're thinking this is just for big businesses and really expensive. That's the kicker, its affordable for every size of business from sole traders through to multi-national corporations. Who's using it? Harrods, Virgin Mobile (UK), Manchester United, Clarins, Loreal, Vodafone, Siemens, AVIS. In Australia business large and small from some Telstra shops through to boutique accommodation providers like Vineyard Cottages and well, me.
All this and more is possible with Branded Everyday Email from Rocketseed. To explain more, watch this 1 minute video that showcases some of the very simple applications of this technology.

How would it work for you?
Here's just some ideas:

1.	Real Estate – agents can have their emails branded with their agency, have an animated showcase of hot properties, this week’s auctions and their personal details including photo on every email sent.

2.	Accommodation & restaurants – promote seasonal specials, Book now, links to the latest menu, encourage sign up to bulk email

3.	Recruiters – promote jobs on offers and the recruitment services from every consultant.

4.	Travel – agents can promote latest special offers, tailor messages to existing customers

5.	Retailers – embed the latest catalogue offers i

6.	Sports – Large sports teams can provide everyday email to their fans, so that their personal email is branded as a fan of the team. Fulham United Football Club in the UK provides this to their fans.

7.	IT & software – promote whitepapers, upgrades, new products via every company email

8.	Automotive – promote new models, car of the month, financing and special deals from every email from the manufacturer to their resellers and the car sales team to their customers

9.	Financial services – Frontline branch and call centre staff can provide links to further relevant products and also do instant surveys (Rate my customer service) from every email they send

10.	Media – have an RSS feed of the latest headlines from the publication being sent with every email from every staff member – journalist or not. Plus have a link to the advertising/sponsorship information on site, have the click alert for that link go to the Ad Sales team.

Intrigued? Email me.

Social media – where’s your head at?

outsideinsights — Thu, 10 Jun 2010 19:42:21 +0000

At the old Sydney Sega Centre back in the 1990’s, a friend was once given a free ride on gravity defying, inverting chair ride. After it finished he staggered away, rather ill. The ride operator gave a knowing smile and said, “Nothing’s for free mate.”

I’ve had many businesses ask about using social media because it is free. As with the previous example, that’s not always a reason to do something.
While the platforms that support many of the underlying social media channels are free – YouTube, Facebook, Twitter, MySpace – that does not mean that it is a no cost model for your business.

In some instances it may be, but depending on your strategy, it may not be. Every client I’ve had who has ventured into social media has spent more time, effort and budget to achieve their strategic goals.

In 2009 Hotel Club had 8 people fulltime running its social media engagement. Lonely Planet has a similar number, worldwide, spread across its own communities, Facebook and Twitter. Both businesses have a distinct strategy for using these channels. Both invest in the strategy, staff, content and tools required to run their social media engagement effectively.

I’d argue that social media is just the internet, plain and simple. It’s what just about every pre-2000 techwreck, dotcom business plan was based on. Except back then there were not the current cool phrases of ‘social media’, ‘web2.0’ and ‘web3.0’ being used today. Sure today, the platforms are more accessible and the peer-to-peer connecting has made them an integrated part of the lives of many people.
Social media as enriched the internet for both personal and business alike. Using it for your business because it is ‘free’ is not a strategy I’d recommend.

Content is still the King!

outsideinsights — Thu, 13 May 2010 08:56:33 +0000

Like most things in the online world, content is a ever-changing requirement for any site. As customer expectations of content have changed in June we’ll examine the tactics to keep online content fresh, innovative and relevant.

Join us on June 9th for Interactive Minds internet marketing seminar.
Speakers announced so far include the wonderful Sally Bagshaw from SnappySentences who will focus on the online content writing, planning and strategies.

Clive France from internetics will explain the mobile content revolution that has reached new heights this year. With smart phones achieving 30% penetration in Australia & more than 1.15 million iPhones in Australia, mobile content is an increasingly important consideration for your marketing mix.

More speakers to be announced soon.

Tickets available online now.

Purchasing behaviour

outsideinsights — Mon, 10 May 2010 22:16:35 +0000

This month’s internet marketing seminar – Interactive Minds – is examining purchasing behaviour.
Particular focus will be given to exploring how online behaviours influence the shopping behaviour and purchasing decisions of customers both on and offline.

So if your business sells anything, either online or offline, this event is for you.
Some tickets are still available at: http://www.interactiveminds.com.au

Facebook for Business – sold out

outsideinsights — Wed, 14 Apr 2010 23:16:06 +0000

As I expected our April 21st internet marketing seminar has sold out.
Great line up of speakers including Paul Borrud from Facebook, Rae Bassett from QPAC, Michael Gillespie from Dominos, Joel Bowerman from V8 Supercars and Anthony Dever from BCM Partnership.

Check the Tweet stream from 8am on April 21st – Twitter code for the event is #1004.

Interactive Minds – new speakers announced

outsideinsights — Sat, 10 Apr 2010 22:48:04 +0000

Joining Regional VP of Facebook, Paul Borrud to discuss their experience with using Facebook are:

Joel Bowerman, Digital Manager, V8 Supercars

Michael Gillespie, Online Marketing Manager, Domino’s Pizza

Rae Bassett, Audience Development Manager, QPAC

Only a few tickets are left for this event. Don’t miss out.

April Interactive Minds – new venue

outsideinsights — Sun, 28 Mar 2010 11:38:00 +0000

To cater for the crowd we have moved our venue for April Interactive Minds – Facebook for Business.

We will be in Cinema A at GOMA (Gallery of Modern Art), South Bank.
Parking is available at SLQ (State Library of QLD) or at the QLD Museum.
Or catch a train to South Brisbane.

Tickets are selling very fast, so please get your tickets early to avoid missing out.

Join us to hear Regional Vice President of Facebook, Paul Borrud.
Rae from QPAC will speak as well. More speakers to be announced soon.

social media policies

outsideinsights — Fri, 12 Mar 2010 12:39:36 +0000

There’s a theory that you can always predict the ‘next big thing’ online if you see what the major companies are blocking their employees from seeing.

Social media sites are currently blocked by many organisations. Some allow access to LinkedIn for its professional networking.

Where does your company stand?

do you have a social media policy?
(polls)