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


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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.

Highlighting the Struggle of Style Over Substance In Marketing Communications

I am officially on the fence with Pecha Kucha. On the one hand the creative/competitive side of me sees this as something fun and potentially effective, while the analytical/objective side of me envisions armies of marketing managers wasting hours of time finding the right photos and words while generating an effort high in style but low in substance.

Wired describes Pecha Kucha as a simple set of rules applied to presentations: exactly 20 slides displayed for 20 seconds each. That's it. Say what you need to say in six minutes and 40 seconds of exquisitely matched words and images and then sit the hell down. The result, in the hands of masters of the form, combines business meeting and poetry slam to transform corporate clich into surprisingly compelling beat-the-clock performance art.

Here's an ugly truth. When it comes to business meetings and presentations they're boring. The information that needs to be imparted is both complex and dry as a bone, and the presenters of this information tend not to be natural entertainers. So it takes somebody with a modicum of self-discipline and motivation to sit through and assimilate the information presented.

Assimilating business information is no different than memorizing multiplication tables, reading Crime and Punishment, running 21 suicides, or going on a 20 mile march in the rain in full battle gear. It's something you gotta get through in order to get to the good stuff. A whole industry has sprung up over the past several years dedicated to trying to make this task (more) fun for the participants and entertainers and artists out of the presenters. Which has triggered a conflict of style over substance.

My preference has always been to keep presentations real and simple. By simple I don't mean dumbed down, I mean helvetica type, black and white slides, just the facts please. If you're on my team and I find you agonizing over photos, clip art, colors or typefaces for your presentation I will bench you in favor of somebody who can deal with the substance without sugarcoating. There is a time and place for creativity, entertainment and fun in marketing communications. But anytime I see style winning out over substance I'll rule in favor of substance.

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