“Good enough” – will no longer get you through the door when your most remarkable work is what matters.
Seth Godin a marketing guru, international author and well sought after speaker wrote yet another thought-provoking book. The difference now is; we were one of the first shows he spoke to about his latest offering.
Linchpin is a book that questions what your best is and how you as an artist, an agent of change can get it out there without leaving your job. The times of work, get a paycheck, retire or even worse get retrenched are gone. Now the world is looking for you, for your work and we are listening to what you have to say.
In this episode Seth tells us how we can take advantage of change and even better be the cause. I also asked him about the concept of giving things free yet still being able to make a living.
Since the South African Tobacco Products Control Act in 1993, that was amended till 2009, prohibiting all advertising and sponsorship by tobacco companies. The cigarette companies have to be even more innovative than everyone else to make a sale.
Over the December holidays at the normal price, you could buy Camels in a steel box that fits your pack inside.
The novelty of a steel box makes the smoker want to show it off to their friends. And ensuring only a few of these boxes were available they kept more people hooked for longer. What are the chances of you having your last smoke the same day you get this pack? This got me thinking of how packaging can be used to increased sales.
If you went to the same store a week before or after this package was available your friend would have started a conversation about it. The same product you offer can be packaged in a way that makes it more special and coveted by customers.
Short of advertising and marketing this company makes themselves worth talking and remembering. Are you?