| Buzz or Buzz-Saw? | | Date Created: Nov 30, 2004, 10:29 AM |
 I'm posting a link here to an interesting blog article on the marketing/advertising book, "Lovemarks". I'm not putting it here because I'm endorsing the book - I haven't read it. And I'm not putting it here because the blog entry is the best one I've ever read. I'm putting it here so that you can see the power of the new reality your business is facing.
In this blog entry a is a debate over the pro's and cons of a newly released book, "Lovemarks". In the old days, the publishers would do what they could to get book stores to stock it, set up interviews with magazines and industry rags, and maybe put the author on a book signing or lecture tour into bookstores. And maybe even run an ad or two. The whole process took months.
Well, the publishers still do that. But, now, a guy who has several thousand readers a day coming to his influential blog takes a look at it and says the book is nonsense. Other people with blog readership said it's heaven sent. And in hours the debate took off across the blogosphere with thousands and thousands of would be customers watching the debate - even joining in with their comments.
What marketers used to refer to as "buzz" has turned into a buzz-saw.
If you are reading this and saying, "So What?". Let's do this...
Imagine it is your product or company that is in the path of this buzz-saw. Let's say one of your employees was rude to a customer who has a friend who has a well read blog. In hours thousands of people know that your business was spawned by Hitler himself. Or, perhaps you just released a new product or service that an industry blogger takes a fancy to. In hours thousands of people now have favorable impressions of your new pride-and-joy.
This new market power is like any power: It can be used for good or evil.
The difference in this case is: YOU ARE NOT IN CONTROL.
You can't control what people will and won't say about your product. So, how do you combat a negative buzz-saw reaction? It sure isn't going to be a press release. Your only chance is that you have loyal customers who come to your aid in the chat rooms and blogosphere. They can talk back, give counter reasons, and counteract negative market forces. You can't.
This new market reality brings us to a question you have to ask of your business. Do you provide a product or service that customers will stand up and fight for?
If you have to wonder about the answer, then you have your next strategic thrust laid out for you: Get busy improving your product and service offerings and make them worth fighting for.
P.S....
HERE is another example of this new business reality you are facing at Seth Godin's blog.
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