Posts Tagged ‘Seth Godin’

5 Lessons Life Science Marketers Can Learn From Presidential Campaigns

I watched President Obama’s speech last night and was amazed by his presence and vision, and since 2008 I’ve been following him through various channels such as email, Twitter, and Facebook. Indeed, his 2008 campaign strategy was covered in Seth Godin’s ‘Tribes’ book and is a great example of using digital media to engage and enlist followers. Regardless of the outcome of the 2012 election, the activities of both candidates are worth studying with an eye towards life science marketing, and we review the most important lessons here. Messaging is important. By now you all know three words that the Obama campaign have used to brand their last two campaigns: Hope, Change, and Forward. Hmmmm, what are the messages of the other candidates? I can’t remember them. Identifying succinct messaging is vital for branding your company and products to your customer, helping all employees communicate a consistent message. Read twice, publish once. Mitt Romney’s campaign was lampooned for having 3 copy editing errors in a space of a few weeks. Obviously, these mistakes reflect negatively on the campaign, especially when the opposition gets wind of them. While your biggest competitor is unlikely to point out your errors, it still affects […]

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An Open Letter to Life Science Conference Organizers

If you’ve been following this blog or the San Diego Biotechnology Network, you know I’ve obtained complimentary passes for myself and others to blog at life science conferences. I am incredibly grateful to those who have obliged, but I always want more. We’ve all noticed that IRL (in real life) conferences are suffering due to the economy. It is sad to see that several of them are not leveraging the new media model fully to improve their situation. Those of us who live and breathe social media realize that you need to ‘let go’ in order to grow in this new era, something Seth Godin explains expertly in his book Meatball Sundae (which I’ve reviewed along with two other of his great books). Below, find my suggestions to help life science conferences not only adjust, but thrive in this new economy. Use social media to engage year round. I normally see a flurry of activity from the social media champions of a conference a few months before the event. While this is a great start, the smart conference organizers are engaging scientists all year round. As I’ve covered earlier, social media works best when it’s a sustained effort. You’ll gain […]

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Social Media: The Seth Godin Trifecta

Seth Godin is a true thought leader in social media–he understood it years or maybe even a decade before many. Three of his books have literally changed the way I think about marketing and even the course of progress in many areas. Here is a short review of the books, and they’re all good and short reads, I suggest you pick them all up (each is linked to its Amazon page, and I swear I’m getting no kickbacks!). Permission Marketing. This book was published in 1999 and truly shows that Godin was ahead of the curve, defining new media marketing strategies and tactics before the term ‘social media’ was even recognized. I call this the ‘newsletter book’ because it espouses getting permission to market to customers and uses newsletters as a prime example. In short, create marketing materials such as newsletters which provide value to your customers outside of your products, and they will give you permission to market to them. Need an example from life science? We worked with San Diego-based specialty chemicals and services provider BioBlocks to help them create a newsletter featuring the research behind their products–see an example here. As a result, they’ve increased their reach […]

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Is It Remarkable?

By now you likely know that I am a big fan of Seth Godin. Seth started talking about the principles of ‘Permission Marketing‘ ten years ago, before the rest of us caught on, and he continues to lead and give us great food for thought. In his book Meatball Sundae, he describes the current marketplace as one where large organizations, or ‘gatekeepers,’ no longer control what we see and do. For example, the ‘big three’ US TV networks can no longer dictate what we watch every night–there are myriad choices on cable TV and the internet. To stand out, your product needs to be remarkable in order to be noticed and remembered in this marketplace. To me, a good analogy is that great burger that you’re thinking about right now. You remember it because the restaurant took the necessary steps to make it taste better than the average burger, to make it remarkable (your mouth is watering right now, isn’t it?). Perhaps they even took a risk to make you remember it–there’s a local joint that serves a burger with peanut butter and bacon, and it is good and certainly memorable (from what I remember, I’m a vegetarian now ;). […]

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Getting Personal With Your Customers

When I was in grade school, my Dad became very irritated with the administration at my school because of the letters they would send when I’d get a good report card. In those days (dating myself) letters were typed with typewriters, and to save time, they’d photocopy (Xerox in those days) what was called a ‘form letter,’ with a blank for the student’s name. Then, they’d only have to type in each students’ name rather than re-typing the whole letter. These letters must have been easy to spot, and my Dad felt strongly that if the school was going to truly praise the children, they should hand type each letter. Now, I was oblivious to all of this and likely did not notice that the letters were not as ‘special’ as they could be, but I think it proves a point that I’m experiencing again in the age of new media. If you’ve been reading Seth Godin, you know that he has long sung the praises of so-called ‘permission marketing,’ where you use tools such as e-newsletters to develop a relationship with customers whereby they sign up to hear from you. Godin points out that the tenets of ‘old school’ […]

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Launch and Learn: What Does it Mean for Biotechnology?

One of the tenets of new media and marketing is a strategy called ‘Launch & Learn.’ It refers to executing marketing campaigns, launching products or websites quickly, setting up metrics to determine their success, and redefining as necessary. The benefit? Begin building brand loyalty and communicating with your customers early, rather than delaying launch, or waiting until your website or product has achieved perfection. The new paradigm has been driven by the growth of tools to create ‘web 2.0‘ websites, where users can interact and give feedback. This has accelerated the pace of business and the feedback loop cycle, and companies have quickly learned the benefit of launching campaigns and products sooner rather than later. What about Biotech products? We all know that there are many factors that come into product development and doing business in Biotech. Our products are not T-shirts which we can design one day and toss out the next. So, the products we launch are unlikely to hit the market any more quickly. However, engaging customers through web 2.0 tools, and testing ideas or campaigns can surely benefit any product or company. In biotechnology, especially, where so many directions for products can be taken, from tools […]

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