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Topics in Technology and Marketing The Economic Backstory

This article explores how small individuals and businesses are gaining an advantage over big corporations in the technology and marketing industry. Real world examples are provided to support this shift in advantage.

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Topics in Technology and Marketing The Economic Backstory

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  1. Topics in Technology and Marketing The Economic Backstory

  2. The Manufacturing Story                  

  3. The Information Age                  

  4.   Advantage Lilliputians Advantage shifts from Gulliver (big corporations) to the Lilliputians (individuals)          

  5. Real World Example: Blendtec http://budurl.com/RismanSocialMedia084 http://www.willitblend.com/

  6. Real World Example: Blendtec • Most viral ad series ever - 138MM+ views • Ad Agency? • In-house • Production Cost • Video camera: < $250 • Editing software: $0 • Soundtrack: < $50 • Super Bowl XLV ad • $3MM for 30s • Production Cost > $1MM • Audience = 100MM, Views = ??? (< 100MM)

  7. Real World Example: Lady Gaga • Social Media Empress (reputedly also a musician) • 12MM+ fans on Facebook • 5MM+ followers on Twitter • ‘Lady Gaga’ is searched 151MM times a month on Google • 1 billion YouTube views • Last.fm’s most listened-to artist of 2009 with 18MM hits • 6MM more than 2nd place The Killers • The greatest source of Lady Gaga content is Gaga herself http://www.ip-seo.com/latest/2010/07/lady-gagas-extensive-and-successful-social-media-strategy/

  8. Real World Example: Pomplamoose “The group has made no hard copies of its albums; no CDs have been printed. Nevertheless, they make their living on sales, having sold about 100,000 songs last year.”

  9. Real World Example: Trent Reznor • Connect with Fans (CwF) + Reasons to Buy (RtB) = The New Music Business Model • Trent Reznor uses this model to earn millions while making fans happy. • Connect with Fans (CwF) • A comprehensive website, with forums, chat rooms and many other ways of interacting. • A free iPhone app that allows fans to locate and communicate with each other, while sharing photos and videos. • All about connections: fans feel like a part of a club. http://www.techdirt.com/articles/20091119/1634117011.shtml

  10. Real World Example: Trent Reznor • Ghosts I-IV album • All tracks released under Creative Commons (share online for free) • Reasons to Buy (RtB) • 2 disc CD = $10 • Deluxe Edition Package = $75 • A box set with the two CDs, a DVD, a Blu-ray and a photobook of images. • Ultra-Deluxe Limited Edition Package = $300 • Limit of 2500 • A more impressive "box" that also included the songs on high quality vinyl, and some beautiful giclée print images. • All autographed by Reznor http://www.techdirt.com/articles/20091119/1634117011.shtml

  11. Real World Example: Trent Reznor • The results? • All 2500 Ultra-Deluxe box sets sell out in 30 hours • $750,000 in about a day • Total of all offers: $1.6MM • For free music given away • Trent Reznor knows it’s all about the sauce. • The music is just the pasta. • Article has examples of 8 bands/musicians you’ve never heard of making great money using (CwF) + (RtB) http://www.techdirt.com/articles/20091119/1634117011.shtml

  12. Real World Example: Julie & Julia • 2002: Julie Powell is a young writer trapped in an unpleasant call center job • She decides to cook every recipe in Mastering the Art of French Cooking • Blogs to motivate herself and document her progress • August 25, 2002 - “365 days. 536 recipes. One girl and a crappy outer borough kitchen. How far will it go? We can only wait. And wait. And wait… The Julie/Julia Project. Coming soon to a computer terminal near you.” • Julie's blog is highlighted in a story published in The New York Times • Her project begins to receive the attention of journalists, literary agents, publishers… http://blogs.salon.com/0001399/2002/08/25.html

  13. Real World Example: Julie & Julia • 2009: Julie & Julia is an American comedy-drama film • Written and directed by Nora Ephron • Starring Meryl Streep, Stanley Tucci, Amy Adams, and Chris Messina. • Nominated for an Academy Award http://en.wikipedia.org/wiki/Julie_%26_Julia

  14. Real World Example: The Hyrtl Simulacrum Reconstructing a Past: Raising $8500 for a project http://www.kickstarter.com/projects/1902733134/the-hyrtl-simulacrum-reconstructing-a-past

  15. Real World Example: The Christmas Gift Card Miracle of 2010 • Jenny Lawson writing as “The Bloggess”: • “I'll email a $30 Amazon gift card to the first twenty people who leave a comment explaining why it would make a difference in their lives right now.” • What started off as 20 $30 gift cards turned into $40,000 in donated gifts, all between strangers, all paired up on Lawson's spreadsheet • One donor wound up paying someone's rent for the month • A doll-store owner sent off seven dolls to seven little girls in need • A man donated $1,000 for 10 different PayPal accounts, giving strangers $100 each http://voices.washingtonpost.com/blog-post/2010/12/a_bloggess_miracle_blog_inspir.html

  16. Real World Example: Eben Pagan Begin at 8:05 “How To Turn What You Know Into Money.”

  17. The Secret Formula CwC + RtB = $$$ CwC = Connect with Customers RtB = Reasons to Buy • Looking for a business to build an internet marketing plan? • Can you deliver on CwC + RtB? • What would it look like?

  18. Questions?

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