There’s nothing like combining my passion for sailing and marketing with an incredible photograph and story that highlights both. The photo is of Alex Thompson wearing Hugo Boss clothes on his IMOCA 60 sailboat Hugo Boss. The marketing messages grab my attention on multiple levels:
Creating the right marketing message is always a challenge. As part of my work around petabyte sized data problems I’ve run across three different blog postings this week that talk about being crystal clear in positioning and messaging high tech products. The lessons learned are good reminders to all of us of how important it is to create a believable story that shows prospects and customers the value of what you deliver.
In my last post, I wrote about inspiring leadership videos. My friend, lean process software and business guru Miroslav Novak, reminded me about TED. TED is a non-profit organization that brings together thought changing leaders. Lectures given at TED conferences are videoed and shared with the world to provide ideas and inspiration for all of us.
Compelling marketing comes from great stories. A greater number of high speed Internet connections combined with advances in video technology has resulted in explosive growth in marketing stories being told by video over the Internet. Here are a couple of video examples to get us all thinking about the medium.
In the Vancouver area, Grouse Mountain is known as a year round destination attraction. In the summer, there is a really steep trail that leads from the Grouse parking lot up to the restaurant area known by everyone as The Grouse Grind. I’ve been leading weekly hikes this summer on the BC Mountaineering Club trail. This route starts and stops at the same place as The Grouse Grind, but it is longer, less steep, less crowded, and is an easier hike. Yet when I speak with people who about the BCMC trail I find that despite my always referring to the BCMC trail:
Hike on Grouse = Grouse Grind