Tag Archives: tmre conference

2015 TMRE: Seth Godin Question and Answer Session

Seth Godin Question
and Answer Session: TMRE, Orlando 2015
Seth Godin is the author of 18 books. His blog is one of the
most popular in the world.

After a keynote about the Connection Economy, Godin made
time for a Q and A for 50 people.

Q: Companies are risk averse and market researchers are even
more risk averse. What is your advice?
A: Reframe the questions. See how people respond. Companies
aren’t conservative; they are afraid. They all want someone to stand up and
shed light. They mistake their purpose as making the stock rise, instead of
making something meaningful. Take actions on small things, build courage, take
responsibility, give credit. Things will change.
Q: What your view of where marketing will be in five years?
A: This is the next big thing’market to the edges, the
freaks, forget mass’market to individuals. The meta trend is the smartphone.
Most teenagers would rather give up their car than their cell phone’amazing.
Q: Can you talk about scarcity verses Abundance?
A: The source of the scarcity mindset is two fold: 1.
Evolution (not enough food for 1 million years and 2. Limited shelf space. Zero
sum game ‘ the shift is that attention is the scare-est resource. How do you
get more attention? Ideas are abundant. You need to build trust.
Q: What is your view on Twitter?
A: The two stupid things Twitter can do is go public and
sell ads’I wrote this in a post before Twitter went public. Instead, they
should offer a tiered platform with power users who don’t see ads. Twitter will
be less fun to use.
Q: You mentioned about The Weird. Please explain.
A: People move away from the center when given a choice.
Look at people’s browser histories. This was inconceivable 50 years ago when we
had three TV channels to choose from. Now, it is fragmented beyond conception.
Q: When you look at market research, you think about the
push tactics you don’t want. So, what can market research do?
A: Start with reframing the questions, make sense of trends,
not history, but pattern matching. You are charged with taste, not data.
Q. Discuss the art and humanity a little more.
A: Understand patterns. As soon as someone creates an
algorithm, humanity changes, outmodes it. 
It’s the quality of the experience of living, of life, of work.
Q. Thank you for using words like generosity or art in the
realm of marketing. Can you help bring value?
A. I would say you wouldn’t say it yet. But I see it at many
companies. Look at Spotify’the CEO knows that if he hires humans at their edge,
it will bring the company more value. When I say generosity, it doesn’t mean
give it away, it means recognize the humanity of the market.
Q: How do you take it personally when you’re told not to
take it personally.
A: They don’t have to like it, but I made it and I have
proud of it. You can say ‘I made it.’
Q: Turning strangers into friends’can you explain?
A: My book Permission Marketing is about this topic.
Marketing you want to get works better than spam. Would the consumer miss you
if you were gone? Do you have permission. The challenge is how you build a brand
where people want to here from you. It requires humility. Find products for
customers, instead of customers for products. Earn that asset first, and the
other stuff falls into place.
Michael Graber is the
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit
www.southerngrowthstudio.com to learn more.


By Marc Dresner, IIR USA Ah, Memory Lane’ You won’t find it on Google Maps, but it’s probably the most trafficked road in the world. You don’t need directions to get there, and if you ask for them you may get lost in someone’s fog.Let’s take a ride together anyway’ I attended my first EXPLOR awards a decade ago, when the awards were in their infancy. And while I can’t recall the nominees, specifically, I do remember feeling that this was the beginning of something very special. At the time, online research was still a shiny new toy, and not without its critics. In fact, it might have been at that same event that Dr. Gordon Black ‘ representing an upstart called Harris Interactive ‘ was still being ridiculed for his heretic online sample weighting schemes. Some flimflam man, huh? And Tom Payne, CEO of Market Facts ‘ we know them today as Synovate ‘ was also getting flack for toying with the crazy idea of migrating one of the industry’s strongest panels ‘ a postal mail panel ‘ to the Internet. What a loon. Just ten years ago, folks. See that cemetery over there on the left? Would you believe it was once a shopping mall? Those aren’t gravestones; they’re clipboards decades old. If you look to the right, we’re now passing the house that Jack built. Jack Honomichl, the man with the list. It’s been remodeled so many times that I barely recognize it. And there’s the old zoo! Who knew those survey monkeys would draw such a crowd? Quick ‘ straight ahead ‘ there’s a bridge! It crosses the River Sample. Used to be a creek. Some people laughed when that bridge was built. Try wading across now. ‘Uh oh, I see a hitchhiker! Looks like a client, so maybe we ought to pull over? I know it’s dangerous to pick up hitchhikers, but some of the old landmarks are gone, and I’m afraid we may be a little lost. A second opinion couldn’t hurt, right? Chip in for gas? Ok then, let’s roll! ‘Welcome to EXPLOR!’ Nice sign. Looks like a nice, prosperous town, too. I’m glad we took a chance on that hitchhiker after all’ Seriously friends, the one thing that struck me most about my first EXPLOR ‘ and I’ve attended many since ‘ is that somehow when you introduce a committed client, everyone settles down and actually listens. This is how we learn from one another in research. And it’s how we help each other. It’s the glue that turns competitors into a community. It isn’t just because the client holds the purse strings, either; it’s because the client has a real map, the genuine article. Clients have gravitas because when they listen to us, they hear things that we don’t when we try to listen to ourselves, they carefully weigh the options based on what they know about their business and they make a calculated research bet. They take risks that, frankly, we’re often unwilling to take in our own businesses. If they bet on something unconventional and succeed, among other things they get an EXPLOR award, alongside their research partner/s ‘ who also took risks. This is why EXPLOR is so much more than an award; it’s a forward. Look at this year’s client nominees: A massive, publicly traded water utility; a major bank; and an online auction house. These are highly conservative businesses ‘ even the third one ‘ that have invested in research to help them get past themselves. The real beauty of EXPLOR for me is that ten years later, the case studies still excite, provoke and inspire. And most of all, they still have that innate ability to get researchers ‘ who specialize in listening ‘ to stop shouting over one another and listen. More to come’

What Not to Do with Online Marketing

Guy Kawasaki of Entrepreneur.com offers 13 tactics to avoid when trying to make your online marketing a success. What other points can you offer to keep online marketing a valuable resource for your business?

1. Forcing Immediate Registration: Requiring a new user to register is a reasonable request’after you’ve sucked him in. The sites that require registration as the first step are putting a barrier in front of adoption.

2. The Long URL: Say a site generates a URL that’s 70 characters long or more. When you copy, paste, and e-mail this URL, a line break is added. Then, people can’t click on the link or it only links to the first part of the URL.

3. Windows That Don’t Generate URLs: Have you ever wanted to point people to a page, but the page has no URL? Did the company decide it didn’t want referrals, links, and additional traffic?

4. The Unsearchable Web site: Some sites don’t offer a search option. If your site goes deeper than one level, it needs a search box.

For the rest of his theory, be sure to check out his original article here.