Thursday, March 09, 2006

Armadillo Marketing

On the 6by7 blog I found an article on Armadillo Marketing. It's an absolutely fascinating read and has set me thinking.

The concept of a communication that exists for no other person other than the author is something I've seen (and been guilty of) a lot on personal blogs. When I set this blog up I wanted it to be a commentary on the industry and include my own thoughts and ideas on the industry, which I hope is therefore going to be of interest to others in the industry. I am therefore coming down on the side that this isn't an armadillo which has relieved me, but the lack of readership that I have definitely made me question whether it was.

I've kept another blog for years over on a blogging community and on it, I muse and rant about things in my life. Most of it is protected or viewable only by friends who know me well, which means that some of it is of interest to them because our personal lives cross over. I wouldn't want most of that to be public and so I seperate out my professional life from my personal life life.

There are however many people on these communities who'se posts seem only to be there for their own reference and do not have any meaning to any of their audience. I have observed that these people often follow a rant with another rant complaining that nobody cares that they have ranted. It's an interesting condition in an individual and so it should be worthy of analysis in a communication.

I am going to start to look out for Armadillo marketing pieces and those that I identify I'll link to here. Somewhere I suspect there will be a link between the armadillos and the lack of effectiveness of the communication.

An obvious example is a website. Years ago I used to think that websites had to be about the organisation, but I have come round to the idea over the years that a website needs to be very much focused on an organisations clients and customers.

Consequently a Fashion Brand needs to focus on who buys their clothing and to offer communications relevant to them. Some might call this a lifestyle brand, but maybe the success of lifestyle brands is in identifying the customer and creating communications which are about them. This then creates a direct relationship between the brand and the customer which leads to that customer becoming an ambassador for the brand and spreading the brands message.

The reason this is interesting me at the moment is that I am in the process of suggesting a very radical rethink of an agency's website. I suspect that at the moment it is in danger of becoming an armadillo and needs to radically move away from this.

8 Comments:

At 3:56 pm, Anonymous Nick de Wolfe said...

check out the comments from Martin Lindstron on Branding - it's not related to the article but I think you may want to keep an eye on it.

http://archives.subscribermail.com/msg/ADAN56FB8861.htm

 
At 5:26 pm, Blogger Aaron Savage said...

Thanks for the tip I appreciate it. Yes I am very interested in keeping an eye on things.

As you have probably gathered, Im still very much enjoying myself

 
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