Re: The Value of NBCi (was GoTo Policy Change)
DON MAKOVINEY <DonM_at_allensysgroup.com> WROTE:
>I saw this coming as soon as those stupid NBCi Portal
>commercials came on with that annoying women
>spokesperson (not because she was a woman. . .but
>because the spot was annoying).
>
>NBC(i) was violating some of the most basic cardinal
>rules of marketing. The main one is: "you can't change
>the mind of the consumer". People don't think of NBC as
>a "web destination", and no amount of money is going to
>change the minds of the consumers.
>
>They were doomed from the beginning.
>
I disagree, respectfully. NBCi had money, but no brand
strategy. They made the same mistake as Disney, thinking
they could BUY their way into the mind of the consumer.
Fortunately -- for people like you and me -- they
were wrong.
You CAN change the mind of the consumer. And having
lots of bucks sure helps. But you can't substitute money
for strategy. Here's a good example:
For a few years now,my list (Frankelbiz) has been free.
It will always be free. But having used that free model,
I'm now able to offer FrankelBees a moderately priced
weekly (FrankelTips). Nothing more than a post to the
former was enough to generate substantial subscription
response. And it sure isn't because I tried to buy my
way in. It's because I listened to what my list wanted
-- including price/value issues.
You can change the consumers' minds by expanding their
perception of your brand's value. They're smarter than
you might think -- and can smell a ruse from three miles
out.
Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
The Book/Tapes: http://www.RevengeOfBrandX.com
FrankelBiz for FREE at: http://www.FrankelBiz.com
FrankelTips Weekly at: http://www.FrankelTips.com
Received on Thu Apr 19 2001 - 10:28:42 CDT
