SUMMARY

vSente is a marketing consultancy. We help challenger enterprises wage and win battles for market shares.

Disciplines - Advertising | Marketing | Sales
Competency - Challenge | Defend
Deliverable - Profitable Market Share
Audience - CEO's | Marketing | Sales
Scale - Small | Medium-sized Enterprise
Services - Campaigns | Workshops
Location - San Francisco | London


SIGN-UP FOR VSENTE'S CAMPAIGNER LIST

Join vSente's Campaigner list and get a free download of vSente's Campaign Planner.

This is the generic version of the planner we use for our workshops and campaigns. The planner is in Excel format and includes the campaign worksheet and one-page plan of campaign. Enter your name and email address to join and receive your planner.
If you're responsible for sales or marketing in a small or medium-sized enterprise, then I'd like to invite you to join vSente's Campaigner list. This list is composed of marketers interested in learning more about accountable and effective marketing campaigning techniques.

Weekly we send via plain text email a short description of a competitive marketing tool or technique along with a link to a resource you can download and use. These resources come from vSente's Armory and consist of wizards, manuals, white papers, planners all focused on helping marketing managers battle larger competitors.

The content and resources are free to members of the campaigner list. But should you find yourself engaged in a tough battle for market share against a larger competitor then you will likely gain value from paying for a monthly subscription to vSente's Armory, booking our two-day workshop or engaging us to help with your campaign.

This community is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the list for you. On the other hand if you're interested in exploring the underlying dynamics of competitive advantage, then the topics discussed on this list will be of help.

Submit your name and email address above and the link for the planner will be sent immediately to the email address you used to sign up. Then look for a plain text email from vSente weekly.

Old Marketing, New Marketing, Real Marketing...

My "new marketing" sparring partner James Cherkoff gave a presentation to a University of Delaware marketing class recently. James uses an old/new framing device to set-up the evolution of marketing practices in terms of "old" and "new" with "old" theoretically being all the bad stuff and "new" being all the good stuff. I want to offer up a different frame from which to discuss these issues both for the students he presented to, and for practitioners interested in this debate. Here are three notions to consider:

OLD MARKETING - Its mostly about advertising. Creative awards trump marketing effectiveness. "Old marketing" is characterized by things like enterprise control over brand and image, media commissions and production mark-ups, reach and frequency media models which rationalize large scale media spends, branding initiatives measured in soft metrics like impressions and awareness, creative competencies valued over strategy and execution skills. Absent strong strategy and execution skills "old marketing" resorts to price discounting as it's primary competitive strategy.

NEW MARKETING - Its mostly about customers. Customer wisdom is valued over enterprise leadership. Putting the customer in total control of enterprise resources is paramount. Customer participation drives new marketing. Reputation management is discouraged. Total enterprise transparency a must. Customer generated media whether good or bad is encouraged. Attempts to "control" customers via the marketing mix is "bad". Attempts to measure ROI or apply short term revenue and margin expectations are resisted. Absent control over the marketing mix, "new marketing" enterprises are not allowed to defend themselves or influence the marketplace.

REAL MARKETING - Its mostly about effectiveness. Market share, revenue growth, margin enhancement and return on investment are key metrics. Command and control of enterprise resources is paramount. Strategy, execution, and competitiveness trump creativity (if creativity makes me more competitive then rock and roll - if not its wasted sword motion). The distinguishing factor for real marketers is they apply a filter of effectiveness to all efforts. Real marketers will use any tactic, tool, process, theory or methodology from the "old" or "new" camp as long as it is effective or appears to have a reasonable chance of being effective.

The phrase "real marketing" is inspired by another phrase coined back in 2000 which was the "real economy". Rod Watkins, a vSente alumnus, coined the phrase "real economy" in reaction to all of the hype resulting from failed internet business models and approaches collectively referred to as the "new economy". Yes there was an "old economy" demonized by the "new economy" folks for it's emphasis on profit and accountability. And we know now how most of the "new economy" theories turned out. So out of respect for the realities of having to compete, and generate cash flow, and meet payrolls, and pay taxes, and all those other reality driven enterprise necessities... we offer a new frame for the "old/new marketing" debate - "real marketing".

It is interesting that as this is written there are examples of the reality of "new marketing" playing out. Steve Rubel, one of the original "A" list bloggers went to work for PR mainstay Edelman and quickly got nicked by the realities of "new marketing" when it came to Edelman's client WalMart. Robert Scoble another "A" list blogger at Microsoft decides to violate one of the main tenets of "new marketing" by editing negative comments out of his blog. And then GM gets slaughtered by an onslaught of negative commercials created by a customer generated media campaign.

Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competitors.


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