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loin cloth found inside a bun
marketingsmack continues
by jack perez
11.12.09
general

The day after my 'The Emperor's Naked' blog I was having breakfast with Paul Domanico from Innovalyst and his first words to me were: "Blues may come and go - it's what youre going to do about it -that's what I want to know." So, I've thought about that - I also found myself Googling those words and combinations of those words to see what song he borrowed that from. The closest I got was Gregg Allman's 'Come and Go Blues'. Apparently, it's an original.

Paul wasn't the only chimer-in-er. Several people sent back emails or made comments on my post. From what I can tell, and mind you I am not vouching for its statistical significance, there are many out there who are shivering from exposure.

So, to answer Paul's question, "What are you going to do about it?" If we all agree there is a problem and that the current state of affairs is not working - then how do we do it differently? There's the personal aspect of the equation - figuring out what we can live without and doing so. While that may impact the demand part, I doubt enough changes can be made to balance the equation. That supply side still needs attention.

Maybe it's time to address strategy. Is your focus too wide or too narrow? Is there an audience or use for your product or service that you haven't explored? Do you need to change your tactics in the short-term?

I just read a Business Week article 'The Accidental Hero' about an obscure Miami Subway franchisee that in response to scarily decreased weekend traffic came up with a $5 Footlong offer. Stuart Frankel relentlessly pushed his idea to Subway's corporate leadership, finally got approval, and well, the fact that it became a nationwide, profitable campaign says it all. Its not rocket science, but the somewhat obvious "more-product-less-price" concept had generated $3.8 billion by the end of August 2009. You can get crazy and make some fancy pants and shirt to go with your loin cloth for that kinda money.

I would love to hear from you. Have you been brainstorming your version of the $5 Footlong? Let me know - but beware it may end up in some MarketingSmack.




ABOUT JACK PEREZ

Jack is a business owner, martial artist, mother of a rock star son and an intensity junkie. Jack's company, Summit Strategy Partners aligns marketing strategies to meet coroporate objectives. While this may not sound sexy - it is. What's sexier than success?

more about jack perez

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