SMS Search: MeNetwork has launched!

This week, visitors to Denver for the big SIA Snow Show (the snow and ski industry trade show) will be using the MeNetwork's unique text based search engine to find out about things to do and great places to eat in Denver.

Users will simply text commands such as "denver beer" or "denver seafood" to the short code (32075) and get results. Part of the beauty of the tool is that it works on any phone - there are no apps to download. Another great feature is that the messages that are sent back to the user can be updated and customized by the sender in real-time.

MeNetwork will soon expand to other cities as a service for tourists and business travelers alike.

Follow the MeNetwork on Twitter @menetwork or http://www.themenetwork.net

Better Business Models - So What?

Anyone that has ever worked with me can tell you that I'm a stickler about "business models." In fact, I often bring the room down with my insistence that every marketing concept or advertising campaign we create must seamlessly align with our clients' business model - not just their "brand position."

Most importantly, we must keep in mind that the strategies that we develop for our clients must deliver a real and measurable competitive advantage - and thereby positively impact business models. I truly believe that "if it's not different than it's not strategic." About 10 years ago, Gary Hamel wrote about this in his excellent book "Leading The Revolution." A specific example he refers to notes that until Jon Ives, then current head industrial designer at Apple, made a commitment to introducing aesthetics into his process to launch the iMac, PC's were among the ugliest products in use. Mac's simply looked different and more elegant than PC's. Soon, this seemingly basic factor became a huge level of differentiation for Apple and became both a key component of their brand and their business model. This different approach has continued to this day - through the launch of the iPod, iPhone and most recently the iTablet.

The point: A Business Model isn't just about how your company makes money - it must take into account what makes your products and/or services different, valuable, useful and in-demand. I've spent many years helping to make consumers aware of and ultimately purchase products and services. Along the way, I have challenged some of my clients revenue models, efficiency, uniqueness, and perceptions of their business in general. I do this because all these things make for better business models.

It seems to me that in the rush to launch so many new mobile companies of late, a mentality of "we'll figure out the business model later" persists. Of course, that is lunacy - but we live in impatient times filled with short attention span consumers. My advice is to put every major component of your business model under a magnifying glass not just those that make you money. Assume the leadership and courage to ask yourself "what makes my business and my brand different?" Then after your satisfied with that answer ask yourself, "no really?"

Take A Break

Turn of your ever present cell phone. Walk away from your computer. Unplug the earphones. Put down the magazine. Go to a quiet place away from people and just be. Don't worry, the world wont end if you miss a call or don't reply to a Tweet or email within 10 seconds. Now think. That brain of yours is still way more powerful than all your little digital devices combined. Fire up the grey matter - old school style without the use of a computer. Let me know what happens next.

Is The Right Team On The Field? Really?

Every employee has their strengths and weaknesses. It has become a real art for an advertising agency to understand which human resources should be assigned to each new client. Unfortunately, the process usually relies heavily on the employees' history with product or service providers that compete with the new client. For example, "John used to work on the AOL account, he'd be perfect to work on the Yahoo! business." Horse shit.

I don't want John or anybody else that worked on AOL to come near my Yahoo! client. Innovation almost always comes from having a different perspective. I want people on my team that look at problems differently than even the client will expect them to. It is our job to move our clients further - faster. Big ad agency John understands how AOL does business - maybe. He more likely understands how the agency he worked for wanted him to understand how AOL does business. This is a very important distinction. John was rewarded more for getting AOL to eat the dog food the agency was feeding it then he was for challenging ideas and pushing the client (If you work for an agency, you know what I'm talking about).

This is not to pick on AOL (again). That's too easy. This is about the agency system, not the client's shortcomings or marketing challenges. Too often clients think that the agency has some magical tool-box that they can reach into and fix the engine with. "Look sir, it's just a loose spark-plug - I'll have you back on the road in a minute." Whew, that was an easy fix. Good thing he worked on Chevy's before I brought my Ford in here.

Bottom line: It is hard as hell to fix real marketing problems. I want to field a team full of tenacious hustlers who personalize our clients' businesses. I want a bunch of wild troublemakers who aren't afraid to flip over tables and piss people off. Hurt their feelings if that's what it takes - as long as you mean what you say and are passionate about what you do.

So, don't be afraid to put that outgoing "wanna-be ad guy" from the mailroom on the Yahoo! account. You might just surprise yourself and your client.

Twitter - Facebook Users

There is an interesting balance of "escapism" and "learning" happening here - I feel that Twitter is becoming a valuable business service (both to promote your brand and also to learn about the industries you compete in). Of course, if you follow the right people, you'll get solid content. No matter what, it always comes back to quality and relevance of content. We are still a nation of seekers - seeking out ways to distract, grow, learn, entertain, etc. It's all there - and Twitter certainly makes it easier than ever to find what you're looking for. The fact that Twitter delivers content in a "short attention span theater" format makes even that much more valuable for today's bite-sized content hungry consumer.

However, just as MySpace should only focus on music, I see Twitter gravitating towards more of a business/communications usage focus. I still struggle with Facebook in many ways - seems to me that there is more bored people hanging out there than the ones on Twitter who seemingly are looking for answers. All of us posting what we feel is clever/smart/important/funny blurbs.

Either way, it's fascinating to watch consumer behavior change in real-time. I, for one, am keeping my eyes wide open. Of course it probably won't mean in a thing in a hundred years, but for now it's relevant.

The "Yellow Pages of the 21st Century"

Yelp. You've probably heard of it and used it. A long-winded article about it here: http://www.inc.com/magazine/20100201/youve-been-yelped.html

Ironically, the founders called it the "Yellow Pages of the 21st Century" during their pitches for investment. Ironic because just like Yellow Pages, Yelp must now find ways to innovate beyond their current business model. Keep in mind Yellow Pages was actually a very innovative idea at the time - and to this day they quite literally have been printing money. But, as consumer lifestyles have changed Yellow Pages has not kept up with their customer base or users. Revenues will continue to fall and users will move on to services like Yelp. But, Yellow Pages should have beaten Yelp to the punch and even Google for that matter. They had the "directory" market share first but they also had their blinders on and were not agile enough to see the opportunities online.

I'm watching Yelp closely to see if they continue to innovate. If they don't, turning down that reported offer of $500 million was a huge mistake. And, someday someone will say in a pitch for money "we're like the Yelp of the future."

The Mobile Gold Rush

As we work on launching the MeNetwork (http://www.themenetwork.net), it is interesting to follow the development of mobile "apps." Most of these are being created for iPhone users and other smart phones - without regard to the 80+ percent of the population who don't own smart phones. This is precisely why we're starting with a MeNetwork product that makes use of SMS. In fact, our first product is a real-time commerce-driven text based mobile search engine. That might seem like a mouthful, but if you break down that sentence and try the service, you'll understand why all those words apply. The MeNetwork returns not only directory type information but also real offers that users can act upon. And, it works on almost any phone.

Most mobile start-up companies prefer to develop apps because they are run by people who travel in small circles and only communicate with people just like them. Heck, everyone they know has an iPhone, so that's got to be where the market is, right? Wrong. Just like creative directors at advertising agencies that want to create ads for themselves (you know the ones - the funny, edgy, tacky TV spots that don't actually sell products but win piles of awards), mobile developers/inventors get caught in the trap of using their friends and co-workers as a focus group. We call this syndrome "talking to your belly-button" (think of being in the fetal position and you'll get the reference).

The gold rush is on - even though it is high time for mobile products that solve real business problems, most firms will create products that will only reach a very small percentage of cell phone owners - soon enough we'll see who strikes real gold and who only chases fools gold...

For more on this subject, follow me on twitter: @irishboy9

AOL Makes Me LOL

AOL revealed a new “branding position” recently. It’s “Aol.” Lower case letters. The brightest and best minds in the business came up with this - so it has to be good, right? Once again, a big brand is finding out that the big companies (e.g. big ad agencies) are no longer the “safe choice.” Makes me almost want to give up this business or at least puke a little bit.

AOL (sorry, I mean Aol.) better launch some new marketing efforts that strive to better connect their customers to themselves and to one another. It’s telling that they have really have bet the farm on the fact that they will have to attract new advertisers. What’s going to change there that will finally be of interest to advertisers? “Content” they say. Man, that train has left the station. Come on Timmy (Armstrong) try another one and please don’t use the word “engagement” on us. AOL has been holding their customers back for years.

Aol should be looking at implementing ideas/services/products that finally liberate and modernize them. Dear Tim; Don’t try and grow your customer base just yet - first, help your current customers grow. Lead them forward and retain their business. Only then will those golden advertisers follow. Represent your customers well and advertisers will follow - not the other way around.

Kisses.