I sat through 2 days of lectures on Attribution and Marketing. Attribution is the action of regarding a quality or feature as characteristic of or possessed by a person or thing.
Well so that is the text book definition and it is essentially what I was there to learn about. In the context of identifying audiences to whom I might target an offer to. An offer to spend at a restaurant or buy another shirt they do not need or something to essentially keep the conspicuous consumption theme alive.
The gentleman lecturer was a veteran of having sold many a thing in his life - mostly media - which in today's lingo is anything that constitutes a message that reaches a variety of consumers. His background as a salesman sort made him the father figure to preach the gathered flock (we were all employees of the same organization who signed up for this) about the nuances of what makes for good marketing and what was cutting edge today.
Frankly a lot of the tried stories or use cases as they like to call them appear tired. Most large brick and mortar businesses (not selling said brick and mortar but built from - as in physical stores occupying vast acreages) are folding under the dual onslaught of online commerce and also because there is just too much damn brick being used to build too many stores to sell shirt and underwear no matter how many 20% off coupons they drop from airplanes.
What struck me as particularly entertaining is how the man on the soap box kept using brand names like McKinsey and other identifiable marketer names to attribute key metrics and research findings to. When in fact a lot of what I learned of the American commerce landscape and its marketing genius came from watching the TV sitcom called 'Seinfeld'.
I mean George (quintessential neurotic character from the show) goes out to buy a car convinced that Consumer Reports said Volvo is the car but instead flips to get a Chrysler LeBaron because the polyester suit sales guy convinces him that it formerly belonged to a John Voight (as you can see not the actor but a guy that spelled his name with an H).
Also the store tactics to sell you more than you need whether its a lube job for a car or a suit with ivory buttons was hilariously caricatured in various episodes in the Show About Nothing.
Well so that is the text book definition and it is essentially what I was there to learn about. In the context of identifying audiences to whom I might target an offer to. An offer to spend at a restaurant or buy another shirt they do not need or something to essentially keep the conspicuous consumption theme alive.
The gentleman lecturer was a veteran of having sold many a thing in his life - mostly media - which in today's lingo is anything that constitutes a message that reaches a variety of consumers. His background as a salesman sort made him the father figure to preach the gathered flock (we were all employees of the same organization who signed up for this) about the nuances of what makes for good marketing and what was cutting edge today.
Frankly a lot of the tried stories or use cases as they like to call them appear tired. Most large brick and mortar businesses (not selling said brick and mortar but built from - as in physical stores occupying vast acreages) are folding under the dual onslaught of online commerce and also because there is just too much damn brick being used to build too many stores to sell shirt and underwear no matter how many 20% off coupons they drop from airplanes.
What struck me as particularly entertaining is how the man on the soap box kept using brand names like McKinsey and other identifiable marketer names to attribute key metrics and research findings to. When in fact a lot of what I learned of the American commerce landscape and its marketing genius came from watching the TV sitcom called 'Seinfeld'.
I mean George (quintessential neurotic character from the show) goes out to buy a car convinced that Consumer Reports said Volvo is the car but instead flips to get a Chrysler LeBaron because the polyester suit sales guy convinces him that it formerly belonged to a John Voight (as you can see not the actor but a guy that spelled his name with an H).
Also the store tactics to sell you more than you need whether its a lube job for a car or a suit with ivory buttons was hilariously caricatured in various episodes in the Show About Nothing.
Comments
Post a Comment