Comments on: Time to stop blowing http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/ Same old blog, brand new place Tue, 01 Dec 2009 01:39:12 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Opted In vs. Engaging In « Wide Open Spaces http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/comment-page-1/#comment-48298 Opted In vs. Engaging In « Wide Open Spaces Tue, 06 May 2008 15:16:22 +0000 http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/#comment-48298 [...] was reminded of this while reading Doc Searl’s blog just now, him talking about a piece Chris Anderson (editor at Wired) wrote on recognising a real if [...] [...] was reminded of this while reading Doc Searl’s blog just now, him talking about a piece Chris Anderson (editor at Wired) wrote on recognising a real if [...]

]]> By: Steve MacLaughlin http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/comment-page-1/#comment-38554 Steve MacLaughlin Fri, 18 Apr 2008 14:02:21 +0000 http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/#comment-38554 I literally just used this example in a presentation. Who sends those things back? I've used them to take notes on, a drink coaster, paper airplane, and other random things, but I've never once sent one back in. If they stopped putting them in...would anyone really notice? I literally just used this example in a presentation. Who sends those things back? I’ve used them to take notes on, a drink coaster, paper airplane, and other random things, but I’ve never once sent one back in. If they stopped putting them in…would anyone really notice?

]]> By: Will Rowan http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/comment-page-1/#comment-38545 Will Rowan Fri, 18 Apr 2008 11:25:30 +0000 http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/#comment-38545 I teach some modules on online marketing to the magazine industry in the UK... it's *very* clear that digital marketing thinking cuts right across analogue (print) techniques. "Digital" is much more sensitive to feelings of the 99.9x% that don't respond to promotions... but it's also clear that many of these junior marketing folk aren't working in departments that are indoctrinated in testing, measurement & management of their marketing. If publications thought more about the Return on Investment on marketing, many of those loose blow-ins wouldn't stack up. (stay healthy Doc!) I teach some modules on online marketing to the magazine industry in the UK… it’s *very* clear that digital marketing thinking cuts right across analogue (print) techniques.

“Digital” is much more sensitive to feelings of the 99.9x% that don’t respond to promotions… but it’s also clear that many of these junior marketing folk aren’t working in departments that are indoctrinated in testing, measurement & management of their marketing.

If publications thought more about the Return on Investment on marketing, many of those loose blow-ins wouldn’t stack up.

(stay healthy Doc!)

]]> By: Mary Schmidt http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/comment-page-1/#comment-38502 Mary Schmidt Thu, 17 Apr 2008 15:09:29 +0000 http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/#comment-38502 I feel a blog post coming on: Dead Elephants and Marketing Insanity. (Now, if I can just find a photo with a pile of BS toppling over on the elephant...;-) Jan - I'm with you - if Gourmet can print a separate cover for subscribers...couldn't they also not put in those dang cards? If I do lend the magazine to someone - they're adults, have subscribed to magazines before - and know they can get a much better deal online. Somehow I don't think this will ever be the title of a marketing book: "Want Business? Do MORE of the Things You KNOW Piss People OFF!" Yet, that's how many marketers operate. I feel a blog post coming on: Dead Elephants and Marketing Insanity.
(Now, if I can just find a photo with a pile of BS toppling over on the elephant…;-)

Jan – I’m with you – if Gourmet can print a separate cover for subscribers…couldn’t they also not put in those dang cards? If I do lend the magazine to someone – they’re adults, have subscribed to magazines before – and know they can get a much better deal online.

Somehow I don’t think this will ever be the title of a marketing book: “Want Business? Do MORE of the Things You KNOW Piss People OFF!” Yet, that’s how many marketers operate.

]]> By: Rex Hammock http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/comment-page-1/#comment-38454 Rex Hammock Wed, 16 Apr 2008 13:16:41 +0000 http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/#comment-38454 Doc, in the February issue of Wired, in a cover story about annoying things, a two-page spread was devoted to blow-in cards. I <a href="http://www.hammock.com/craft/2008/01/theres_nothing_we_find_more_fu.php" rel="nofollow">wrote about it at the time</a> as I thought it a great follow-up to Chris' earlier post. Doc, in the February issue of Wired, in a cover story about annoying things, a two-page spread was devoted to blow-in cards. I wrote about it at the time as I thought it a great follow-up to Chris’ earlier post.

]]> By: Jan Searls http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/comment-page-1/#comment-38431 Jan Searls Wed, 16 Apr 2008 01:42:26 +0000 http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/#comment-38431 I don't mind so much the cards that come in publications I purchase at a news agent or store; after all, I guess they do want me to subscribe. But I deeply resent having to field-strip subscription publications when they arrive at my home. I'm already subscribing - why should I be targeted with a card? Just a thought but why do all those loose cards stay in throughout shipment and postal handling, only to fall out the moment they cross my threshold? I don’t mind so much the cards that come in publications I purchase at a news agent or store; after all, I guess they do want me to subscribe. But I deeply resent having to field-strip subscription publications when they arrive at my home. I’m already subscribing – why should I be targeted with a card? Just a thought but why do all those loose cards stay in throughout shipment and postal handling, only to fall out the moment they cross my threshold?

]]> By: Chip http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/comment-page-1/#comment-38426 Chip Wed, 16 Apr 2008 00:03:49 +0000 http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/#comment-38426 I've often been tempted to fill out blow-ins (as well as bound ins) with nonsense and dump them back in the mail. Just not worth my time Same as Mary - all go to recycle bin (amidst grumbles) I’ve often been tempted to fill out blow-ins (as well as bound ins) with nonsense and dump them back in the mail.

Just not worth my time
Same as Mary – all go to recycle bin (amidst grumbles)

]]> By: Mike Warot http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/comment-page-1/#comment-38422 Mike Warot Tue, 15 Apr 2008 21:59:36 +0000 http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/#comment-38422 I think Chris nailed it right on the head when he talked about the problem of costs that are unmeasured or externalized. This is the source of spam, advertising, etc. It's all about pushing costs away from view. It also works (for a while, perhaps a generation at a time) in Politics, until the pile of BS is so big that it falls over and kills the elephant in the room. ;-) Hope you're feeling better. Just took Virginia for her first walk around the block, ever. She got to see the flowers, and pick up a stick to carry around. She's sleeping it off now. --Mike-- I think Chris nailed it right on the head when he talked about the problem of costs that are unmeasured or externalized. This is the source of spam, advertising, etc. It’s all about pushing costs away from view.
It also works (for a while, perhaps a generation at a time) in Politics, until the pile of BS is so big that it falls over and kills the elephant in the room. ;-)
Hope you’re feeling better. Just took Virginia for her first walk around the block, ever. She got to see the flowers, and pick up a stick to carry around. She’s sleeping it off now.
–Mike–

]]> By: Lisa http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/comment-page-1/#comment-38418 Lisa Tue, 15 Apr 2008 21:10:39 +0000 http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/#comment-38418 I never throw out those insert cards. Why, they have so many good household uses. Toddlers can play post office with them! Older kids can stack them in the fireplace grate along with the kindling! They make dandy bookmarks! Kids playing office games can feed them to the shredder! Can't find the shovel? They can be used to pick up swept kitchen crumbs! I'm sure I can think of more. And I'll bet the marketing gurus would be SO happy to know their design, printing, and distribution dollars are not going to waste !!! I never throw out those insert cards. Why, they have so many good household uses. Toddlers can play post office with them! Older kids can stack them in the fireplace grate along with the kindling! They make dandy bookmarks! Kids playing office games can feed them to the shredder! Can’t find the shovel? They can be used to pick up swept kitchen crumbs!
I’m sure I can think of more. And I’ll bet the marketing gurus would be SO happy to know their design, printing, and distribution dollars are not going to waste !!!

]]> By: Don Marti http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/comment-page-1/#comment-38400 Don Marti Tue, 15 Apr 2008 18:07:46 +0000 http://blogs.law.harvard.edu/doc/2008/04/15/time-to-stop-blowing/#comment-38400 Why not make Business Reply Mail cards and envelopes have a redemption value, like cans and bottles? Collect n BRM items, turn them in at the post office, and they give you a stamp, and the holder of the BRM permit pays for it. Why not make Business Reply Mail cards and envelopes have a redemption value, like cans and bottles? Collect n BRM items, turn them in at the post office, and they give you a stamp, and the holder of the BRM permit pays for it.

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