Make Marketing Amateur.
"To me, an amateur photographer is one who is in love with taking pictures, a free soul who can photograph what he likes and who likes what he photographs." Erwin Blumenfeld (Popular Photography 1948)
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The Streets Of London.
Two leading tech businesses. Two flagship stores separated by the width of Regent Street. Two retail experiences separated by a chasm. This is the new Nokia store at 4 p.m. today. A stylish place but few customers, no buzz and inevitably bored staff. A sterile environment. Literally across the street is the Apple store. A similar design aesthetic but, as ever, full of people either using it as an internet cafe or buying stuff from constantly engaged staff. An active environment. The design and ethos of both stores urges you to interact with the products. Indeed, the Nokia store explicitly exhorts you to "discover" more about each phone. But clearly, there's a difference between the two. Each phone says "No SIM card inserted". We all understand why and I'm not saying Nokia are doing anything wrong, it's just that the nature of their product hamstrings them when it comes to customer trial so they surely have to do something more to facilitate that discove...
Speaking With One Voice.
I'd never heard of Woot, but I was aware there was an online retailer doing what they did. I'll be watching them closely now - not because they just got acquired by Amazon, but because of the way they responded to it. Not with legalese or corporate platitudes but with the same human tone they used before they were bought. Businesses grow, businesses evolve and business are acquired, but the one thing they must never forget is that they're still essentially making sales one at a time to individual customers.
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