You may remember the 4P of Marketing ( Product, Price, etc) Increasingly there semes to be a shift towards a new set of 4P’s : Purpose, People, Planet and Profit – and in that order.
This is the message that comes through loud and clear in Mavericks at Work – it is the driving force behind a new town guide out in San Fransisco the Green Zebra. Closer to home – for me – it is also the driving force behind by most favourite restaurant La Chassagnette.
The restaurants purpose is to promote the Carmargue region in the south of France – as such the restaurnt is part of a larger project know as Heureuse Camargue – in their own words:
“In this natural and preserved landscape the women and men of “Heureuse Camargue” have consciously chosen to take up a challenge, an undertaking to the practice of organic agriculture, incontestably sustainable and respectful of a major ecological balance. We are committing an act of faith.”
If you are in the South of France this summer I recomend that you pay them a visit.
Two things you know but don’t do
1. treat different products differently
2. treat different customers differently
1. why doesn’t fresh fish cost more than the same fish a day later? bowling a few cents less when it’s not so crowded? movie tickets more on the day a movie debuts? why don’t computers with a three-year obsolence cycle have predictable pricing that starts high and gets near cheap just before the new upgrades?
2. why do all of your customers pay the same price when they buy the same product?
There are a million reasons to keep things the way they were before it was easy to change them. And yes, we used to do things in a clumsy way, last minute discounts and early bird specials. But now that it is easy to change things all the time, have you tried?
More marketing inspiration from:
Seth Godin
I have, for the past few years, been using the following definition of a customer:
Anyone whose actions affect your results
I have found it to work in just about any situation. (It helps explain why vendors and employees are customers, too. Not to mention bankers and municipal authorities.)
Tom Peters
“Door staff at clubs and nightclubs across the United Kingdom used these specially designed stamps on Friday night. (Usually, they’re used as proof that you’ve paid to enter the club.) The person would then wake up on Saturday morning and be reminded of the free CD offer in Saturday morning’s Guardian newspaper.”
Adverlab Blog
As recent surveys have noted, online dating is growing in popularity. And people who meet online typically like to meet for the first time in a setting that provides an easy “out,” so to speak. That setting, surveys also have suggested, is quite often a coffee house like Starbucks.
Armed with that data, the coffee giant has teamed with Yahoo! Personals to produce an “Espresso Dating Guide” that can be found exclusively online at http://personals.yahoo.com/espressodating The guide offers advice such as what to wear on a first date, what to talk about and, if necessary, how to end the date gracefully.
Chicago Times
