Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

ONLINE:

IN STORES:

the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

ONLINE:

IN STORES:

v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

ONLINE:

IN STORES:

whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« I'm not a doctor, but I play one on TV | Main | WITTs and YOYOs »

The silver-grey Japanese car syndrome

I found myself on the Jersey side of the Hudson, riding past a row of new townhouses overlooking New York City. Each townhouse had a single carport facing the road.

As I rode past, I noticed that every single carport, more than forty in all, had a similar car parked in it. Either grey or silver or a mix of the two. Either a lower-model Mercedes or more likely, a Toyota or a Honda. Every single one. It wasn't until the 40th unit that I saw a red car, and a few later that I saw a pickup truck.

This is the power of demographics. This is the power of data mining.

Your choice of car shouldn't tell us anything about what sort of neighborhood you'd like to live in, or who you will vote for in the next election. The kind of clothing you wear should have no influence at all on the kind of wine you prefer. But it does.

I don't know which came first, the car or the townhouse, but the co-incidence of the two is unmistakeable.

This matters. It matters because the marketers at the townhouse ought to seriously consider a co-promotion with certain car dealers, and it matters because it opens a window for marketers. If people who buy novels also buy red wine, marketing your red wine in a bookstore might not be so dumb.

If you're marketing a product or service in a cluttered marketplace, it may cost too much or be too difficult to reach the right person at the right time. Marketing red wine in a bar is intellectually compelling, but awfully expensive. But if you understand the data mining implications of the other habits of your typical prospect, you can reach those people somewhere else or sometime else.

For example, when I do a search on "grey toyota new york", there is plenty of unsold Google inventory, which means you can buy clicks here really cheap. So why not run an ad that says,
LOOKING FOR A GREAT PLACE TO LIVE?

This violates some of the precepts of permission marketing. It's not anticipated. But it is likely to be personal and relevant, and even better, you don't pay unless someone clicks.

Will this work for you? I have no idea. The chances that you'll find the perfect match are unlikely. But if you do, the pay off can be significant.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e200d834618beb69e2

Listed below are links to weblogs that reference The silver-grey Japanese car syndrome:

» Do Partnerships Work? from bizsolutionsplus
This month, I formed a new business with two partners. This month, I closed the business and rid myself of two partners. Here's the story. A business associate whom I trust introduced me by e-mail to another consultant, thinking we have lots in common.... [Read More]

» Promoting My Service With My Friends from Landscape StartUp
A group of local restaraunts printed up a refridgerator magnet with all of their phone numbers and addresses on it. Meanwhile, landscapers have been sending out expensive individual mailings. This week, I am going to put together a list of recommended ... [Read More]

» Google knows me better than I know myself from JasonKolb.com
Give me a mass of data and I can usually slice and dice it into something meaningful. It's what I do for a living. That's probably why something resonated with me as I read Seth Godin's post about relationships between [Read More]

» Naked to the World from Idea Sellers
As I read Seth Godin's post today concerning marketing relationships between products and people, I also checked on the trackbacks to see what others had observed as well. Jason Kolb's had discussed in his post, Google Knows Me Better Than [Read More]

» Today I almost bought a car (Part 2) from Standing Out From The Crowd
Ok, I have to confess: After my last post (Today I almost bought a car), I was tempted to come back immediately and close the deal.  Besides, The fact that the car was packed with all kinds of buttons, knobs and levers really helped to keep the... [Read More]

» Yesterday I almost bought a car... (Part 2) from Customerspective
Ok, I have to confess: After my last post (Yesterday I almost bought a car...), [Read More]

« I'm not a doctor, but I play one on TV | Main | WITTs and YOYOs »