Mass Marketing Is Only Mostly Dead

Note: This video was shot using a Flip video MinoHD 8GB camcorder (Amazon affiliate link) and a Fat Gecko Double Knuckle Camera Mount (Amazon affiliate link). Boo-Yah!

My Flip is awesome! Though I wish I had the 3rd generation version which includes image stabilization. The Fat Gecko is wicked. Use it in or out of your car, snowboards, mountain bikes, bike helmets. I love it!


Transcript

I’ve had this video transcribed below for those who prefer to read rather than listen or watch. The transcription provided by me.

Hey, everybody, Mark Regan here.

I’m in the middle of listening to Seth Godin’s latest book, We Are All Weird, a great book that takes the theory that mass market is dead and marketing to smaller, groups smaller segments, tribes, as he calls them, is going to be the way of the future, at least, going forward.

And I agree with him in many respects. agree that the infomercial model, the HSN, where you take a product and, by purely throwing marketing dollars at it you can turn it into a huge masses success, and I believe that that’s true.

However, he makes it jump from mass marketing is dead to imply that mass production is dead therefore, so large soda drinks and Coke and Diet Coke, Pepsi, and also plastic forks, paper plates. That the market for them is dead is absolutely not true.

So if you can believe that the market for mass produced products in the millions or hundreds of millions is not going to disappear, then there will always be some form of marketing of those types of products. And, therefore, mass marketing at that scale is not gonna disappear. Mass marketing where you’re creating a market that didn’t exist necessarily, I believe, is gone, but there will always be some form of mass marketing. Therefore, mass production and products and his implication that both of them are dead is just not true.

I believe only one form of that is going to disappear or at the process of disappearing now.

But I’ll be interested in your thoughts. Let me know in the comments below. Take care.

Props to Mashable Connect

Note: This video was shot using a Flip video MinoHD 8GB camcorder (Amazon affiliate link) and a Fat Gecko Double Knuckle Camera Mount (Amazon affiliate link). Boo-Yah!

My Flip is awesome! Though I wish I had the 3rd generation version which includes image stabilization. The Fat Gecko is wicked. Use it in or out of your car, snowboards, mountain bikes, bike helmets. I love it!


Transcript

I’ve had this video transcribed below for those who prefer to read rather than listen or watch. The transcription provided by me.

Hey everyone, Mark Regan here.

I just got back from Orlando over the weekend where I spent some time with the folks from Mashable at their Mashable Connect event 2011.
Mashable Connect

A pretty amazing event over there, they kept it to invite-only which kept a lot of the vendors out and they were actually able to make sure a lot of the folks that were there were the practitioners, the people that do it every day.

From digital directors to VPs to brand managers, what have you across a whole bunch of big name international brands. And I was fortunate enough to be in the crowd.

They put on a really fun event. Props out to Mashable for a fun event even at 18 hour long each of the days were amazing, really impactful. A lot of deep stuff and pretty damn fun!

If any of you guys know of anything similar out there, conferences that really rock, let me know in the comments below or reach out to me somehow.

Until then take care.

MLB, Publix and Buffalo Wild Wings

Note: This video was shot using a Flip video MinoHD 8GB camcorder (Amazon affiliate link) and a Fat Gecko Double Knuckle Camera Mount (Amazon affiliate link). Boo-Yah!

My Flip is awesome! Though I wish I had the 3rd generation version which includes image stabilization. The Fat Gecko is wicked. Use it in or out of your car, snowboards, mountain bikes, bike helmets. I love it!


Transcript

I’ve had this video transcribed below for those who prefer to read rather than listen or watch. The transcription provided by me.

Hi everybody! Mark Regan here.

MLB Fan CaveLast week Major Baseball league kicked off its 2011 season. And one of their initiatives that they put up together was this Fancave — at www.MLBFanCave.com where they put a guy up inside a loft in Manhattan.

And for the entire season, he’s going to watch every baseball game on a bank of TVs and really kind of grow that concept to bring in fans, big stars to do interviews and they had a big contest to choose who this person was.  As the executive from Major League Baseball termed it, it’s real great opportunity to take that major league baseball brand and humanize it and bring it to the fans that are already out there talking about their baseball teams on social media and bring this whole concept and connect with it to the “electronic water cooler” to quote him.

And it made me begin to think about a couple of brands that might be able to make that same concept and really capitalize on it here in the Bay Area that I frequent.

PublixOne of them is Publix, a grocery store chain here in the Southeast and very popular that can take its Aprons brand which is a all-in-one package that allows you to cook an entire meal right there from one counter to pick all your products out.

But take that same concept and tie into the holiday season, from November, December. Where you open up a kitchen throughout the month, 2 months, and for 24 hours a day you run chefs through it, you run Ordinary Joes, allow them to come in and do some stuff and you actually get to see the creation of these foods in live and real-time without any edited Hollywood style, 30-minute snippets that you see on the Food Network and then also build up this great library of content that allows people to see in a time-shifted manner.

It is a great opportunity to really connect that Publix brand which is really great in helping you serve great food to your family and bringing it and making it much more approachable.

Buffalo Wild WingsLikewise, Buffalo Wild Wings, a sports bar which I have gone to before here in Tampa could take that same concept, but instead of using a central location for their initiative, like Major League Baseball or Publix, they can actually put together tour bus that ran through all of their franchises.

And during the restaurant hours run a live camera setup through the internet to this social media connection that they had to really talk to their fans and build that relationship that can only be had in social media and really humanizing it and that’s what I really like about what major baseball league is doing, as well as what these other brands are doing or any other brand could do, but allowing the ordinary Joe to connect with the brand.

And so let me know if you’re from Buffalo Wild Wings or Publix. Please put some comments below. Or if you have any thoughts on the concept of what Major League Baseball is doing or some other brands can do.  Leave me something below.

Thanks a lot! Take care!

Loyalty Programs Can Now Be Social

http://vimeo.com/moogaloop.swf?clip_id=19760319&server=vimeo.com&show_title=0&show_byline=0&show_portrait=0&color=00ADEF&fullscreen=1&autoplay=0&loop=0

Note: This video was shot using a Flip video MinoHD 8GB camcorder (Amazon affiliate link) and a Fat Gecko Double Knuckle Camera Mount (Amazon affiliate link). Boo-Yah!

My Flip is awesome! Though I wish I had the 3rd generation version which includes image stabilization. The Fat Gecko is wicked. Use it in or out of your car, snowboards, mountain bikes, bike helmets. I love it!


Transcription

I’ve had this video transcribed below for those who prefer to read rather than listen or watch. The transcription provided by me.

Hey everybody! Mark Regan here.

You may know that I am a big user of Foursquare. And one of the cool potentials that Foursquare has is as it’s growing into, evolving into a loyalty rewards-type, offering—expanding that empty check-in that they have today and turning it into a loyalty rewards. And they’re doing it today by businesses offerings, specials for acquiring mayorship or they’re allowing every three or four check-ins allowing access to a certain special on the menu. And that’s cool but it really is only a novelty at this point.

And what I saw today and heard about this company through Mashable called SNAP (www.SNAPForBusiness.com) takes that and does a really good integration of the offline and online event. They’ll take your traditional loyalty rewards card program and as you swipe it at the retailer they will check you in to your Foursquare account. So by connecting your loyalty rewards account to your Foursquare account. They will do an automatic check-in for you and that will obviously, then, allow you to attempt to acquire mayorships and update your friends about your status.

But what they done is that they have taken it one step further, and this is what Foursquare cant do, is that they can also do an auto-post status update for your Facebook account and do a tweet to your Twitter followers – all of that, automatically happening, is part of their loyalty reward program, which is something Foursquare cant do.

And what that does is the business gets their name out, so every time you swipe that card and allow them to do this auto-notification through your various  social networks, they are getting a lot  of brand exposure and educating all of those people and having you say that you recommend them and that you endorse them to some extent and in return for that, the customer will get points faster on the rewards system and get the return and the rewards that they’re seeking and that the business owners are looking to give.

So, tell me what you think about that. I think it is a really good play. I haven’t implemented it yet, but the concept is really cool in terms of integrating the online and offline world, and loyalty rewards, which are understood and accepted by many people would be the perfect way to do that.  So let me know what you think.

Thanks a lot! Take care!

Foursquare Captures Photos – Bad Idea?

http://vimeo.com/moogaloop.swf?clip_id=18267386&server=vimeo.com&show_title=0&show_byline=0&show_portrait=0&color=00ADEF&fullscreen=1&autoplay=0&loop=0

Note: This video was shot using a Flip video MinoHD 8GB camcorder (Amazon affiliate link) and a Fat Gecko Double Knuckle Camera Mount (Amazon affiliate link). Boo-Yah!

My Flip is awesome! Though I wish I had the 3rd generation version which includes image stabilization. The Fat Gecko is wicked. Use it in or out of your car, snowboards, mountain bikes, bike helmets. I love it!


Transcription

I’ve had this video transcribed below for those who prefer to read rather than listen or watch. The transcription provided by me.

Hey everybody! It’s Mark again from Tampa where it is 32 degrees. It’s cold here.

I want to share with you a little something about Foursquare. Recently my Verizon Incredible was updated with a new version of the Foursquare app. And on that I noticed that they added a couple of new features. The biggest one was the ability to add photos to Checkin.

So last night, I was out. Had wings with a buddy of mine and stopped by the World of Beer down the street to have a beer before going home. I checked in while I was there and I thought I’ll add a photo. And so I took a picture of their monstrous cooler where they have over thousands of beers—its kind of cool, artistic photo—I added it. It was cool. Nice photo. You go into the venue now, and now you see that there’s a photo attached to it, I didn’t add any commentary but obviously you can add a little caption to in any of your photos. But what it did do for me is it made me think about what the addition of photos to the check-in mentality that is part and parcel to location-based social networking does.

The good thing about it is obvious when you think about the emptiness of the check-in. There’s really not a lot of value to them but when you can add a photo while you’re out on a restaurant of the dish that you’re enjoying of the staff at a bar and say, “Hey, let’s go to Ryan. This is Ryan, make sure he takes care of you. You tell him Mark sent you” and interiors of any kind of restaurant. “This is corner table where we love to have our Valentine’s dinner” what have you. Very cool things, tips and tricks, as they call it, very good to add that imagery, I’m sure video would be possibility to add to one day. Awkward things, but it then also so as a consumer, that’s what I think of. As an online marketing professional,

I wonder about some of the shady side of this including if you go to a restaurant and you have a bad dish, you take a photo off of your phone that isn’t in the dish and added to that, what value does that do? Not only do you have to worry about the legitimacy of the photos but the value checking in to a hotel where things aren’t right—there’s mold, there’s a cockroach—how does that help the business in a one time instance because the date of it is not as prominent.  In Foursquare at least, it is when you look at things like review sites where you can have businesses responding and stuff plus, you know, if I go and take a picture of a cockroach somewhere else and then put it in at the local Holiday Inn, you know, I am damaging a business without any repercussions to me, maybe I am doing it as a joke.

Likewise, taking pictures and posing it about it at an event or a park where you take pictures of a long line, airports, or malls, push people away and damage the business a lot more than they add any value to either the person posting the picture or the people that might view the picture. But more importantly is, like I said, as the consumer I worry—I enjoy these kind of features but as an online marketing professional I am responsible for over a hundred different businesses, I worry about privacy policy,

I worry about someone coming into one of my practices taking pictures of other patients, staff, taking pictures of personal, private records, not only break the confidence reality of the other patients, and the staff, but also put you, as a business owner at risk for regulation violations, legal violations, and the like.

I am all about all the new techniques and pushing above all for these technologies but this is one of the ones that make me nervous for some reason.

I’d be interested to see what you think. Do you see more value in there?

Or is this just something that could really be something in the long run amongst the other online marketing features?

Give me a comment below and I appreciate it. I promise I’ll respond. Take care.

Tampa is 25th in the US for Tech Jobs? Really?

http://vimeo.com/moogaloop.swf?clip_id=17863968&server=vimeo.com&show_title=0&show_byline=0&show_portrait=0&color=00ADEF&fullscreen=1&autoplay=0&loop=0

Note: This video was shot using a Flip video MinoHD 8GB camcorder (Amazon affiliate link) and a Fat Gecko Double Knuckle Camera Mount (Amazon affiliate link). Boo-Yah!

My Flip is awesome! Though I wish I had the 3rd generation version which includes image stabilization. The Fat Gecko is wicked. Use it in or out of your car, snowboards, mountain bikes, bike helmets. I love it!


Transcription

I’ve had this video transcribed below for those who prefer to read rather than listen or watch. The transcription provided by me.

Hey everybody! Mark Regan here. I recently read where Moody’s listed Tampa as one of the top 25 hubs in technology.

I was born and raised here through high school. Left for about 15 years, never planning to come back, living in cities like RTP, North Carolina, Atlanta and Silicon Valley, cities in metropolitan areas that really have an infrastructure and an ecosystem built around supporting technology companies and technology people.

Tampa doesn’t have any of that. It might have a little bit in the biosciences areaout near USF. But it isn’t in any way, supportive hardware, software technology services—anything that is closer to what I’m interested in.

So they call it a ‘technology hub’ is really doing a disservice to those other cities and Moody’s really should’ve stopped their count at whatever point the technology hubs is really stopped turning in into the cities with technologies and really just started to be a top 25 list for some arbitrary purpose of calling them 25 cities.

If you disagree with me, let me know. Leave me some comments below.

Maybe there’s something here I don’t know or something is beginning ready to happen but to call it a ‘technology hub’ doesn’t work in my mind. I live here now and I plan to live here for this foreseeable future and I would love to be wrong but I just don’t see it.

Anyway, let me know in the comments below. Later

Hollywood and Social Media

http://vimeo.com/moogaloop.swf?clip_id=17674388&server=vimeo.com&show_title=0&show_byline=0&show_portrait=0&color=00ADEF&fullscreen=1&autoplay=0&loop=0

PS: This video was shot using a Flip video MinoHD 8GB camcorder (Amazon affiliate link) and a Fat Gecko Double Knuckle Camera Mount (Amazon affiliate link).

My Flip is awesome! Though I wish I had the 3rd generation version which includes image stabilization. The Fat Gecko is wicked. Use it in or out of your car, snowboards, mountain bikes, bike helmets. I love it!


Transcription

I’ve had this video transcribed below for those who prefer to read rather than listen or watch. The transcription provided by me.

Hi everyone! Mark Regan here. Friday, December 9th.  It’s another cold Friday in Tampa.

Recently, I saw one of those movie previews where they use the prescreening people coming out of the theater to give those inauthentic testimonials and it reminded me of this technique that I learned about back in business school where Hollywood would use these prescreenings to determine to the best of their ability, whether the movie is going to be a success or a failure.

And if they thought its going to be a failure, or not as successful, they would actually throw more marketing dollars into the movie so that they could recoup their production investment within the first few weeks so that before the word of mouth got out about the quality of the movie, the investment was made back.

However, if the movie is thought to be successful, they will let word of mouth and the quality of the movie shine through, word of mouth to get out so that people might see it the second time, take other people with him to see it. Tell their friends and family about the movie.

And while it won’t make this much in the first few weeks, in the long run, they will actually make more and have less marketing dollars put into it and obviously then turn into a higher profit. And it made me think a little bit about—I learned that that was before social media and it made me wonder the impact of social media on that technique.

One of the—two of the dependencies that technique had is that requires the lack of information and a long delay in word of mouth getting around, and with the internet, number one being their—people have much more access to multiple forms of reviews and different types of information on a movie. And with social media, word of mouth spreads a lot faster so that a few weeks may get compressed down to a few days and possibly ruin the ability of the producers to get their money back.

So I am wondering what do you think?

The impact of social media on Hollywood in this tactic, how does Hollywood deal with bad movies in getting their investment back?

They can’t just throw it away. And if word of mouth is so fast and information is so accessible, how does Hollywood make sure that enough people see their movie to get their money back?

Leave me a comment below. I’d be interested to hear what you had to say. Take care.

My Thoughts on the Mark Zuckerberg (Facebook) Interview on 60 Minutes

http://vimeo.com/moogaloop.swf?clip_id=17521241&server=vimeo.com&show_title=1&show_byline=1&show_portrait=1&color=00ADEF&fullscreen=1&autoplay=0&loop=0

PS: This video was shot using a Flip video MinoHD 8GB camcorder (Amazon affiliate link) and a Fat Gecko Double Knuckle Camera Mount (Amazon affiliate link).

My Flip is awesome!  Though I wish I had the 3rd generation version which includes image stabilization.  The Fat Gecko is wicked.  Use it in or out of your car, snowboards, mountain bikes, bike helmets.  I love it!


Transcription

I’ve had this video transcribed below for those who prefer to read rather than listen or watch. The transcription provided by me.

Good Morning everybody! Mark Regan here. It’s Monday, December 6, 2010, from Tampa, Florida where I am sitting down at 41 degree and it’s cold.

I wanted to drop a video to you guys about the Mark Zuckerberg interview that he did with Leslie Stahl in 60 Minutes last night. You know, that guy is a pretty normal looking guy. He’s one of the more powerful, if not the most powerful, man right now in the online world and he is just so unassuming for a 26-year old kid. I give him—my hats off to him. He’s done a great job.

The other thing was you could tell how well coached he was when Leslie asked him some of the tougher questions around privacy at the movie The Social Network and he had a straight poker face without any facial expressions or at least very little. His lips were really tight, making sure that he didn’t give up his answer in his face and just left it to the words that he had been well-prepared to say. He did a decent job there.

But more importantly, I wanted to talk about the new layout. Leslie showed a couple of examples of it and there’s, you know, more online going live today, apparently. And what was interesting to me, when the two examples he showed, first example was the movement of some of the personal information that we usually find in the info tab moving that just below your name on the wall—‘where are you from’, ‘where you currently live’, ‘who you work for’ and stuff like that as well as the ‘what do you have in common’ with some of your peers or someone in particular. So you’re going into their page, you can find some common interests you would have with that person.

Those two tasks are tasks that I do all the time in Facebook, both on a personal and professional level. And to me, what changed the update about this type of facebook compare to others is that rather than being just a feature list, checking off this page– we have this feature, now, they look like a they’ve really gone in and done an update about the usability and how people are using it in and finding what are the most common task that people do on the Facebook network and that was really interesting.

I guess you could probably put in—excuse me–Facebook messages in that same place where they realize a lot of people are using the chat services and the connecting back and forth. But this ability to see every relationship and every connection you have with the person or to go directly and get a quick Cliff Notes of everything about them—some of their vital stats, to me is less about features and more about the usability and that’s why I think its going to make this a big update for Facebook compare to some of the other ones which were more layout and movement of elements and adding new features that people have been requesting. I doubt if people have requested this as much as they have showed through analytics and other tracking mechanisms, they’ve showed to the folks at Facebook that this is how we use it. Make this part easier and we’ll use it even more. That’s my two cents.

I’d be interested in what you have to say. Leave me some comments down below and get talk some more about it. Until next time, take care.