Caffeinated Marketing

Gettting through all the noise, one cup at a time

Thorny Vine vs. Jen June 1, 2009

Filed under: Tip of the Day — jenharris @ 10:46 pm


The "After" Shot

The "After" Shot

Having 3 kids under 5 makes it a bit tough sometimes to do yard work during “waking” hours.  Therefore,  pulling weeds & pruning thorny-vine-type bushes, that could poke the eye out of anyone walking up to our house, has to wait until after 8:30 pm.  

So, there I am digging through this pesky little eye poker when I have a marketing revelation! (last time a revelation popped into my head I was cleaning toilets and the time before that the tub).  A little background on this damn vine/bush.  It has these beautiful little red, winter berries for the birds and are attached to the thorniest vines that a few have seemed to die off for some reason.  The new growth is malleable, soft, green & contains no thorns.

So, how does this relate to marketing….ahhh, welcome to the world of analogies!

The malleable, green, new growth represents the companies and individuals that have realized that Social Media is now crucial to their lively hood as a business owners and are taking action (and of course there is a “right way” to engage as a business…maybe I will write that after a good scrubbin’ of the ‘fridge this weekend).

The thorny, dead, refuse-to-be-cut, poke-your-eye-out vines are just that.  The thorny, “you will not take me alive”, old marketing curmudgeons that think that this “social media thing” is a fad because they don’t understand/know how to sell it to their customers.  They still think in “brand awareness campaigns” & sell tactics on how many eyeballs see a product.  Rather than how to engage potential customers, gather data & insight from current evangelists and build relationships for a stronger brand.

That’s ok…the bush got trimmed & all the dead branches are now gone.  Yes, I got poked & blood was drawn…but in the end, I won.


2 Responses to “Thorny Vine vs. Jen”

  1. David Clark Says:

    I like the article, well written. First of all, I am in the advertising industry selling print and internet marketing products. Get that full disclosure out there. I agree with the analogy of the vine and the dead branches. However, there are still a great deal of people who use traditional media products and there are billions to be made. Not everyone even knows about these social sites. The deomgraphic 35 to 65 have all the money and only a small percentage are aware of these socail sites. The savy advertiser will be using a wide spectrum of marketing tools, including but not limited to electronic media i.e. Facebook, Myspace, Twitter. Anyone who relies exclusivily on these sites will be out of business within 5 years. Now, with this said, I do believe someday we will be all electronic and advertising as we know it will be unlike what we have now.

  2. jenharris Says:

    Hi David, thanks for the comment & I agree. If you are a large enough company to actually use traditional media, social media is another way to communicate you message, personality, promotions etc etc etc.
    I have been at this “Social media” thing for 3.5 years & thank God for Ashton & Oprah. It makes my job so much easier now that things are a bit more main-stream & people don’t think I am crazy anymore! 😉
    I run into many old curmudgeons still & I just (try) to let their acid water comments run off my back. Those that get it & use it correctly will prosper & the others will retire soon. 🙂
    What makes social media different is that social media is not a tactic rather something that should be part of your communications department just as your sales force is.
    Thanks again for your comment!

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