Comments on: Marketing ideas that create value

By: timwhirledge

timwhirledge — Wed, 28 Jan 2009 21:33:53 +0000

hmmm, should marketing’s ultimate objective be creating multiple value streams? Perhaps this is the purpose of the whole organisation? I win, because I sell you something, you win, because you get something you need, and whoever else wins because they benefit in an indirect way from that exchange… I think this goes beyond a marketing team whose objective will be just to concentrate on the first win unfortunately. How about you set up a three teams each charged with driving value for their own audience?

I think though that perhaps marketers probably don’t realise how insightful they can be in shaping these value exchanges (because of there rigorous approach in defining a business’ audience) and perhaps is why there has been a shed load of marketing agencies selling management consultancy and management consultancies offering marketing ideas.

(The one issue I have with management consultants is that they ‘consult’, they don’t ‘do’ like marketing agencies, but that’s a gripe for another post)

By: Subbu

Subbu — Thu, 22 Jan 2009 10:43:39 +0000

Yes, I am for awards. That is one way to bring to life and celebrate value-creation in Marketing or as Matt puts it in ‘making things better’. I think forums like blogs or social networks would be much better place to identify (we can call for entries online) and even for judging. I guess, it will be boring as compared to the sun-drenched event at Cannes BTW, I am not able to think of any nominations at this point in time.

By: nickfell

nickfell — Thu, 22 Jan 2009 10:12:13 +0000

@ Matt – You’re right – they’re very closely linked for me too. I guess if ‘making things better’ is the philosophy, then the practical applications is the creation of ideas with multiple value streams and the celebration of these ideas would be an “Everybody Wins” award…

@ Subbu – Thanks for joining the conversation! There’s a certain chicken/egg aspect to this. Agree that there might not be an award for this because most agencies/marketing teams aren’t currently set up to deliver value in this way. Also, the types of ideas that Adrian and I have identified as good examples aren’t particularly “Rock n’ Roll” when you compare them to the types of advertising that win at Cannes. I suppose the question is whether the establishment of an award for this type of marketing will encourage more thinking like this and so more ideas to celebrate…etc.

By: Subbu

Subbu — Thu, 22 Jan 2009 05:46:26 +0000

I loved Adrian’s piece and the same holds true as regards your post. Yes, they should be awarded. The question is why isn’t there an award for value creation. The two awards-obsessed entities – Agencies & Marketing team – might not be part of the value creation process.

I love the name ‘Everybody Wins Award’

By: Matt Jones

Matt Jones — Wed, 21 Jan 2009 06:23:29 +0000

This all goers back to the ‘making things better’ philosophy you/I have riffed on before. That’s what great creative marketing should be about, whether it’s in the form of a TV ad, a new product, or a service innovation. Did it in some way make things better? That would be my starting point for a new award category…

By: nickfell

nickfell — Mon, 19 Jan 2009 09:49:56 +0000

@ mattymoran – Glad you like the thought. It’s probably hard to think of a nomination because they’re the type of ideas that are less ‘shouty’ by nature…

@ caricking – You’re absolutely right – not ALL of my policy documents were sent to my mobile. I got a bit carried away – will update the post.

By: caricking

caricking — Mon, 19 Jan 2009 07:35:41 +0000

I’m not sure that ALL your policy documents would via viably stored and pulled up on a mobile. Basic facts maybe…

Must admit, when travelling I put all my hotels confirmation numbers and street addresses into my mobile

By: mattymoran

mattymoran — Sun, 18 Jan 2009 23:10:43 +0000

Love the idea of the ‘Everybody Wins Award’. Trying hard to think of a nomination but failing miserably.