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.

Juxtaposition: GM Sales Fall 14% While Embracing Customers Generated Media

I awoke this morning to a New York Times piece describing GM's Chevy Tahoe debacle and a Wall Street Journal article showing GM's sales fell 14% during the month of March. Did customer generated media drive GM's sales down 14%? No. Not directly. But when I read Chevrolet's spokesman Melisa Tezanos comments, I continue to wonder about the competency of the GM marketing team. Ms. Tezanos said that the company did not intend to shut down the anti-S.U.V. ads:

"We anticipated that there would be critical submissions," Ms. Tezanos said. "You do turn over your brand to the public, and we knew that we were going to get some bad with the good. But it's part of playing in this space."

Ok. So I guess this means that the GM marketing folks knew this would be a dicey effort, and even though the bad is getting all the play, they do not intend to shut down the anti-S.U.V. ads? And in the meantime sales fall 14%? Which prompts four questions:

1.  If you anticipated there would be critical submissions then why do it?

2.  Why did you turn the brand over to the public?

3. Can you point to a single customer generated media campaign that has actually worked?

4. Did the same GM folks who created the Oprah G6 give-away dream up this effort?

Most importantly GM needs to generate sales today. Not buzz. Not conversations. Not engagement. Not evangelists. Not creative awards. They need to generate paying customers. TODAY!!!! If you can prove to me that customer generated media will generate sales today then rock and roll. But if you can't prove it then don't use it.

Nobody at GM knows how to SELL cars. They know how to give cars away using Oprah and massive discounting - but nobody is left that really knows how to sell. Well actually wait... there is at least one person at Detroit headquarters who is asking the right question. They Googled "How to generate revenue" and landed on our site. This is not a joke. This actually happened. Click here to to see the web log.

GM has been giving us heartburn for awhile. Here's a few more of our posts on GM:

GM SALES AND MARKETING CHIEF MARK LANEVE: RUMORS HURTING SALES?

WHAT YOU DIDN'T HEAR FROM GM AND FORD AT THE DETROIT AUTO SHOW

UPDATE: Despite a deluge of negative videos Chevy declares viral campaign success... this from Media Buyer Planner. GM's claim of success was made after 100's of people took the time to create anti-SUV videos at Chevy's site and send them to 1000's of other folks. I wonder what a failure looks like at GM marketing?

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

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