If you agree that every department in the organization – especially marekting – should have the customer needs as its primary driver of activity, then what does that have to do with MVaaS?

Quite simply, marketers can leverage video as a window into the behavior of customers, without the contrived environment of a focus group or phone survey. For example, using the MVaaS technololgy, a marketing manager can remotely view video of point of sale displays in several locations at one time. They can observe factors such as the traffic around the display, how often people stop to look at it, how much time they spend reading it and what type of customers are spending the most time at the display. Further, they can ensure that the display is assembled and positioned properly within the store. For any marketer who has spent countless hours behind a two-way mirror observing focus groups, MVaaS is a valuable time-saving tool that captures actual customer behavior.

I recently read an e-book, “The Strategic Role of Product Management. How a Market-Driven Focus Leads Companies to Build Products People Want to Buy,” by Steve Johnson. Note the use of Market-Driven, not Marketing-Driven in the title. Johnson does a great job describing why this is an important distinction, as his premise is that successful companies dedicate resources to understanding, anticipating and responding to what the Market demands. He describes what marketing is NOT as a way to build his case for a strong Product Management expertise within an organization. Product Management “is the messenger of the market.” According to Johnson, Marketing is NOT:

• Promotion
• Sales
• Advertising and PR
• The Marketing Mix (i.e. The 4Ps)

If Marketing is NOT, the above mentioned, then what is it? The definition of Marketing is so important to the American Marketing Association, that they re-write it every five years. They published their latest definition of Marketing in January of this year:

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

 

Phil Kotler, the Kellogg professor who literally wrote “Marketing 101,” defines marketing this way:

“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”

 

In his book, Johnson uses Peter Drucker’s definition of marketing: 

“to know and understand the customer so well that the product or service fits him.”

 

Regardless of the definition, David Packard, co-founder of Hewlett-Packard, had this to say about marketing:

“Marketing is too important to be left to the marketing department.”

I could not agree more. To be genuinely market-driven, the entire organization must orient around what the customer wants now, and – as importantly – what they will want in 6 months, 1 year or 5 years from now. The needs of the market must be the primary driver of every activity of every department of the company… including the marketing department.

On Friday, a friend forwarded an email to me from her fitness trainer, inviting her to join in a “boot camp” workout at Red Rocks Park on Saturday. In typical viral fashion, the email encouraged my friend to bring her like-minded (read: crazy) friends along. Being a fitness junkie, I signed up. At the time, it seemed like fun to get up at 6:00 on Saturday morning to arrive at Red Rocks for 7:30 am boot camp. The Park is located 6,400 feet above sea level, adding a dimension of oxygen deprivation that gives a boost to your workout. At the appointed time, armed with one bottle of water and one of Gatordade, I cheerfully jumped into my friend’s car with another friend, who was equally naive about what lay ahead.

Stairs. Lots and lots of stairs. And lots of really fit people with very little body fat. There were no fewer than 200 people, split among about 15 trainers who inflicted varying degrees of pain upon their willing participants. I even saw two women wearing weighted vests. I guess that was to give them a bit more of a challenge than the altitude, the heat, the screaming traininer and the stairs didn’t provide. For the next 90 minutes, we did countless sets of stairs: single step at a time, two at a time, alternating between left and right leg leading, jumping up one step at a time, and then we moved to the bleachers and did sets of push-ups, dips and crunches, alternating with climbing the bleachers. After that, we ran (to use the term loosely, in my case) all the way around Red Rocks park (1.4 miles) - twice. We ended one loop by running (actually, shuffling) backward up a ramp. A really long, steep ramp. The only thing that tempered my pain was that other trainers seemed to be much tougher than ours. On a water break, we observed one trainer who was demonstrating a drill that involved carrying a 15 pound rock up the bleachers while a partner provided resistance using an elastic resistance band. I did everything I could to distract our group’s trainer; I didn’t want her to get any bright ideas.

Today, I was tempted to use the elevator to get to the second floor where our offices are located.

Did I mention that I paid $10 to participate in this “fun and invigorating workout,” as the viral email described it? Oh, and I plan to go again next week. Let me know if you want to join.

This week we unveiled Envysion’s new tag line, which may not seem like a big deal to everyone, but to me, it’s a symbol of where we’re taking our positioning. 

I believe this tag line works well to underscore our mission to go beyond loss prevention and help our customers “see” improved operations, profitability, marketing and training. What clinched the decision for our CEO, Matt Steinfort, to go with this tag line is that it’s relevant for customers in numerous segments, beyond those that we have already penetrated.

For those of you who are linguistics wonks like me, “See” is an imperative verb that not only plays off of vision and video, but it also tells the reader what they will do/can aspire to with Envysion. Therefore, it’s exciting and intriguing. It also sounds simple, which mirrors the simplicity of using our application. This is about as close as you can get to playing on emotions with a B2B service.

While I recognize that a new tag line in and of itself won’t close more business, I am confident that it can rally to team around our mission.

“Shrek” is one of my favorite movies. I especially like the exchange between Shrek and Donkey, when Shrek compares Ogres with onions. If you don’t remember the exact dialog, you can get the transcript from The Internet Movie Database imdb.com, a fabulous source for all you movie buffs out there (warning: it’s pretty fun to explore, so only go there if you have time!). Here’s the clip:

Donkey, of course, doesn’t get it and responds with his own example of a layered thing, “Parfaits have layers, why can’t you be more like a parfait?”

Like Ogres, onions – and parfaits - good marketing programs have layers, too. Marketing tactics, taken individually in one shot will not drive sales. Rather, the layered approach works best. Direct mail, layered with a follow up e-mail push, followed by a trade show appearance, layered with a relevant press release, will hit prospects in several places in a short period of time. Layered together, these tactics create an overall impression and raise awareness, which sets the stage for a sales person to engage with the prospect.

Not quite the kind of layers Shrek had in mind, but, like Donkey, I enjoy taking a metaphor in my own direction!

Based on my research of B2B marketing and positioning, there are as many opinions as to whether a tag line is important as there are tag lines. Some marketers believe that tag lines are a throw-away; I believe that’s because most B2B taglines aren’t memorable and/or don’t say anything about the product or service.  On the flip side, there are marketers who think tag lines are critical to communicating the essence of a brand in a pithy and concise manner. But they only work if they’re actually pithy and concise.

A well-crafted tagline can have impact:

1. as a distillation of the overall positioning
2. as a means of giving dimension to your brand
3. as a “teaser” that entices your target audience to ask for more information

Do you know the B2B products or serivces associated with each of these tag lines?

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If you want to have some fun testing yourself on other ”famous” B2B taglines, click here for the Gibson Marketing Group test on B2B taglines. If you’re like me, you won’t do very well on the quiz.

Introducing the new Envysion web site.

Tell us what you think!