I’m often a discordant voice.
Even at the cost of seeming either a retrograde or a visionary utopian.
In these weeks, for example, I’m trying to get a crazy idea out of my mind. I don’t know if it’s more Neanderthal Man or Martian. In short, the concept is:
THERE IS NOT ONLY DIGITAL.
I’m referring in particular to the use of digital as the only effective media today in marketing, lead generation, sales. As if everything else had to be thrown away because it was obsolete.
Let’s be clear…
We ourselves use digital marketing extensively, from blogs to emails to social media to PayPerClick to videos etc. etc. etc.
But I am firmly convinced that an effective marketing mix must also include TRADITIONAL INSTRUMENTS.
It is no mystery, for example, that we have always made extensive use of telemarketing, which we have re-invented, elevating it from the rank of vituperate dirty word to a professional lead generation tool. Even for the most sophisticated B2B markets.
Yesterday, then, I highlighted the use of another traditional, indeed “outdated”, means: it’s the forgotten direct marketing paper, which Google in person (yes: Google) uses for marketing.
But what I want to show you today is even more intriguing.
And in some ways, it’s almost genius.
So, I invite you to watch a video that offers in a totally NEW way a product that is not so new (chronologically). Actually, it is a MATURE product.
The video has been online for some years now. But like all simple things, it’s timeless. If you’ve never seen it, look at it. If you’ve seen it before, look at it again:
Beyond the irony, the presentation contains many useful hints.
An immediate reflection is, for example, the following:
Do you have a product that you think is mature, and you think you have already said everything about it?
Couldn’t you revitalize it by presenting it with a touch of originality as your Iberian friend did with the product “BOOK”?
Every now and then, stopping for a moment to look at a mature product in an innovative way can only help.
What can I say… congratulations to the author?
Moreover, thanks to this video, 50% of my work is done.
In fact, I couldn’t have presented in a better way the product we are launching, the newsletter dedicated to marketing and B2B sales, which will only be available on paper like a university booklet (with much less indigestible content 😉).
From today on I’ll no longer have to educate/sensitise/persuade anyone about the benefits of a printed publication, because the video of this Spanish gentleman will become the “manifesto” of our product as far as the choice of MEDIA is concerned.
From now on, therefore, I’ll only talk about the CONTENT.
Long live BOOKS!
Long live PAPER!
Here are the links to this brilliant author:
https://youtu.be/iwPj0qgvfIs (YouTube channel of leerestademoda)