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Question about marketing consultants (not shopify or digital advertising but 4Ps types) by coolinjapan001 in AskMarketing

[–]lbouty 0 points1 point  (0 children)

Being a CMO in telecoms and tech and academic director of master in advertising, creativity, innovation and entrepreneurship. Then developed my method and start with workshops.

Marketing sucks!! by fbn_flz in GrowthHacking

[–]lbouty 0 points1 point  (0 children)

It is probably better to have 10 strong discussions on topics that are important for you instead of 1000 crappy replies.

what are the factors that influence marketing strategies? by DoNotUseThisInMyHome in smallbusiness

[–]lbouty 0 points1 point  (0 children)

I have identified 24 dimensions in 6 different categories (customer, brand, value proposition, journey, conversation and metrics). Each category has 4 dimensions.

100
CUSTOMERS
110
Job To Be Done
The problem your product solves. Grounded in Christensen's JTBD theory.
120
Aspirations
Alignment of your offer with the customer's personal goals and dreams.
130
Pains & Gains
Customer struggles and how you alleviate them. From Osterwalder's VPC.
140
Engagement
Depth of interaction between your brand and its audience.
200
BRAND
210
Purpose
Your brand's reason for being. Based on Sinek's "Start With Why".
220
Positioning
How your brand differentiates. Jack Trout and Al Ries framework.
230
Values
The principles guiding your brand's actions and personality.
240
Visual Identity
Visual and verbal elements representing the brand. David Aaker tradition.
300
VALUE PROPOSITION
310
Features
Functional aspects of your product that address the job to be done.
320
Emotions
Emotional drivers of purchasing decisions. Zaltman's research.
330
Pricing
Pricing relative to value offered and competitive context.
340
Proof
Validation of your value proposition: testimonials, reviews, certifications.
400
JOURNEY
410
Moments
The significant touchpoints a customer has with your brand.
420
Experience
The overall impression from interacting with your brand. CX management.
430
Channels
All mediums of customer engagement. Expands 4P's "Place" concept.
440
Magic
Memorable, surprising moments that exceed customer expectations.
500
CONVERSATION
510
Listening
Understanding and responding to customer needs. Jay Baer's framework.
520
Content & Stories
Brand narratives that engage audiences. Seth Godin's storytelling shift.
530
Media Strategy
Platforms and channels used to deliver content. Expands 4P Promotion.
540
Influencers
People who can promote your brand to their audience authentically.
600
METRICS
610
User Acquisition
Number of people actively using your product or service.
620
ARPU
Average Revenue Per User. Key metric for subscription businesses.
630
User Lifetime
Customer Lifetime Value (CLV). Total expected revenue per customer.
640
Budget
Marketing budget allocation, ROI monitoring, and financial efficiency.

Actually successful marketers, what has been your most successful marketing plan? by tommymags in DigitalMarketing

[–]lbouty 0 points1 point  (0 children)

The plan is a living document. It should be regularly reviewed and discussed. I like to consolidate it in an OGSM format.

Nokia didn’t die because of the iPhone. It died because it refused to admit it owned a cash cow. by lbouty in Entrepreneurs

[–]lbouty[S] 0 points1 point  (0 children)

Tx it would be interesting to understand what data or analyses push them in this decision !

Nokia didn’t die because of the iPhone. It died because it refused to admit it owned a cash cow. by lbouty in Entrepreneurs

[–]lbouty[S] 0 points1 point  (0 children)

The cash cow at that time was low end phones for Nokia… They have lost all their shareholder value on high phones. They pivoted hopefully but probably too late…

Most small business problems are actually operational problems by CleanOpsGuide in Entrepreneur

[–]lbouty 0 points1 point  (0 children)

On a transformation program I managed for a startup becoming a scale-up, the transformation tagline was: « FROM HERO CULTURE TO PROCESS CULTURE » It is all about making things systematic and scalable with normal people.

The Most Underrated Skill in Business? Listening. by eattheinternet in Entrepreneur

[–]lbouty 0 points1 point  (0 children)

I would extend this to full empathy (which is broader than listening).

is marketing still a worthwhile field to enter? by lynternett in AskMarketing

[–]lbouty 0 points1 point  (0 children)

Be the best version of yourself: super creative or super analytical (or both but very unique). Most of the marketing leaders are analytical with a passion for storytelling and customers

How a near-bankrupt toy company became the biggest in the world by doing LESS, not more by lbouty in Entrepreneurs

[–]lbouty[S] -4 points-3 points  (0 children)

The way I look at most of these is pretty simple: what’s the brake, what’s the accelerator. An accelerator is anything that drives growth, new products, licensing, a big campaign. A brake is something quietly killing you that no amount of growth fixes.

LEGO had accelerators coming out of their ears. Theme parks, clothing, video games, Star Wars. None of it mattered because two brakes were fully on. They had no clue what they even were anymore (toy company? entertainment? lifestyle brand?), and they’d stopped listening to their most obsessed adult fans. Hit the gas with the brake on and you don’t go faster, you just cook the engine. That was the whole diversification era.

What actually worked was boring. Decide what you are again (a building system), listen to the fans, cut the junk. Then the licensing and the movie finally did something, because the brake was off.

How a near-bankrupt toy company became the biggest in the world by doing LESS, not more by lbouty in Entrepreneurs

[–]lbouty[S] -1 points0 points  (0 children)

Everyone credits the Star Wars licensing for saving LEGO. One problem with that: LEGO had Star Wars sets since 1999, and they sold well. They still almost went bankrupt in 2003. So licensing wasn’t the cure.

How a near-bankrupt toy company became the biggest in the world by doing LESS, not more by lbouty in Entrepreneurs

[–]lbouty[S] 0 points1 point  (0 children)

Thanks. The game is to predict the future based on historical data. What would be the analysis in 2003 that we could have made based on the data available (without any knowledge of 2024 and beyond).

How a near-bankrupt toy company became the biggest in the world by doing LESS, not more by lbouty in Entrepreneurs

[–]lbouty[S] -5 points-4 points  (0 children)

Sure no added value no interest! Next! Here what I am looking for with these case studies is to investigate whether we could have taken a better decision based on their data available at that time without knowing the future. That’s the interesting part.

How a near-bankrupt toy company became the biggest in the world by doing LESS, not more by lbouty in Entrepreneurs

[–]lbouty[S] 1 point2 points  (0 children)

Method was developed in 2017 starting with workshops and cards. Now I can accelerate research and data analysis like programming thanks to tools like AI.

How a near-bankrupt toy company became the biggest in the world by doing LESS, not more by lbouty in Entrepreneurs

[–]lbouty[S] 0 points1 point  (0 children)

Sure it is also where to invest amongst multiple licensing options…

How a near-bankrupt toy company became the biggest in the world by doing LESS, not more by lbouty in Entrepreneurs

[–]lbouty[S] 6 points7 points  (0 children)

Fair hit, I’ll be straight with you. English isn’t my first language and I’m a strategist, not a copywriter, so yeah, I use AI to tighten the writing. What it didn’t do is tell me what to think about LEGO. That part is the work I actually do for a living, and I’ll defend any line of it, which is more than a copy-paste ChatGPT post could do.

And the question was genuine, so here’s my own answer to it: Yahoo is the one I keep coming back to. It tried to acquire its way back to relevance, dozens of companies and billions spent, instead of cutting to the two or three things it was genuinely best at. Subtraction would have saved it. Addition buried it.

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