(and every disco I go in.)

And were off.

Day One July 3rd – Bournemouth to London to collect passport and visas from http://www.realrussia.co.uk

Day Two July 4th – depart London on Eurostar to Brussels. Change for Cologne. Then over night to Copenhagen.

Met James in Copenhagen for breakfast Thursday 5th July.

More Hilarious Details to Follow Soon.

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The main reason for this post was to make sure that I got some pictures on this site but also to rave about on of the best sites I have come across to use as a travel aid, (also useful for places you know) All the bars on this site are, in my expirence, hidden gems and really take you off the main strip and away from the tourist traps.

Thus my travel buddy and I have decided to start using this as our guide to places to visit in europe. – http://www.worldsbestbars.com/

Leg 1 – Prague:

Dates: 10-12/02/2012

The bars we hit.

Hemingway Bar – “One Rum, Daiquiri please.”

Solidni Nejistota – Absinthe, etc

Bugsy’s – Last night Martinis

This weeks post by the marketoonist http://tomfishburne.com/2012/04/planned-obsolescence.html

Reminded me of observation I wanted to write about but had not developed any further, this gave me the extra push. Here is what I posted.

‘Built in Obsolescence’ This is an issue that has bothered me for some time. It echos a lot of the philosophies about future design put forward here:

http://www.sony.co.uk/discussions/community/en/community/futurescapes
(Interesting the association with a consumer electronics company)

This is an idea that is very popular especially in the fashion industry and I think is likely to be the next big thing in how we shop. It’s the reason I love http://www.howies.co.uk/

From a personal point of view I find myself working entirely on cloud based services meaning that as long as I have access to the net I can get to my info (I share your frustrations about old iPhones, I’m still chugging away from 2008) and the device I use is less and less important as long as it works.

In response to Tom’s thoughts about the trend shift to longer lasting products, I see this in the offing with the introduction of 4G and more specifically Long Term Evolution (LTE) technology being build into devices. This means that devices are built with capabilities beyond what is currently possible, thus, by default, increasing the longevity of devices. If a device is capable of receiving data speeds that are planned for two years time, it still needs to work at that point in time.

With the current business model this does not make economic sense for manufacturers, with share holders that demand profits, to stop forcing you to upgrade every year or two (perhaps). There will be a trade off and perhaps mobile devices will become more upgradeable or recyclable.

Let me know your further thoughts…

http://www.samueltucker.co.uk

All the way through my life I have noticed that the key to get people to take action is to educate them. As an example this is the main issue with getting people to cook for themselves more and understanding the lower cost of cooking instead of take out…

I came across an article in Wired, that summarised this argument (the discussion type not the Monty Python type) really well …

John Armstong argues that capitalism has gone wrong not because there are not enough regulations on business but because there isn’t enough education of consumers. The solution is not to ban McDonalds, but to educate our desires that we may “freely” consider alternatives. http://www.guardian.co.uk/books/2009/jun/28/search-civilization-john-armstrong-review

That summaries my thoughts quite well.

A recent online copyrighting course really hammered this point home, they were applying the ‘AIDA‘ framework to email marketing and in the ‘Interest’ section the key was to educate the people, give them a reason to care, why are they going to read this email. It is like a lite form of content marketing. I will cover this in more detail soon!

April 12th Marketing week made the connection with educating consumers in two of the articles I read.

Firstly based on 36% 35 year the conclusion drawn was that this was down to trust and security issues and some education of the older generation would need to be done to increase adoption.

The second one was about companies expanding into international markets and the need to understand local markets their needs and to educate consumers how a brand fits into their lives. The customers need to understand the appeal and basic benifits of something they may not have tried before or they will revert back to what they already know.

To conclude: Let’s teach our people something!

Hat-tip to Tom Fishburne for this great session. Here is what I learned… a few truisms but plenty of actionable take aways as well.

Here are the 5 Idea Killers:

1. Leaving ideas in the branstorm – ‘wiki wall’, open space in the office for sharing ideas

2. Testing Testing Testing, then launching big – Pop-up shop was the same as a billboard ad

3. Trying to appeal to everyone – Focus and have really deep in jokes – this will be shared and appreciated by you community deeply relevant to a few the majority.

4. Following the rules of the category – Think about the categories your consumers do. People hid bottles of cleaning products under the kitchen sink because the design was ugly, no one cares about design. Don’t let people do things that way because they always have been done that way (This would be a great interview question) – Case Study: Innocent Smoothies with the knitted hats for charity – the lift was more than the money off, good for consumer, retailer and bottom line.

5. Leaving marketing to the marketeers – much easier to critique than create shift the lightbulb to the broader team. Get all the people involved, so they can’t critique after, but also the ideas will come from their difference perspective. – Parking the truck outside is cheaper than the stand at the trade show – this came from the driver.

Useful Quotes:

I liked “This is the hackneyed phrase — don’t put all your eggs in one basket.”

and “the old adage – 1% inspriration 99% perspiration”

Don’t go with safe ideas – Tom Fishburne

“Advertising is a tax you pay for unremarkable thinking – Robert Stepehens – Geek Squad”

Matt Mullenweg – People don’t react till its out there.

The last message: Thousands of nice little touches. Rather than death by a thousand cuts, like the little hidden jokes on the innocent bottle.

‘Pivot!’ This means allow for direction changes with your ideas, but I like the Friends reference.

Dear Wired Rants,

I read with great interest the ‘Ideas Bank’ ‘Secondary attention: the new ad frontier. 12.11

As a marketing graduate and a marketeer I read this article with a huge amount of scepticism, but low and behold a few pages later I find an ad for the new Peter Gabriel record which turned out to be the perfect christmas present for my father.

Damn!

The cost of the record – £20
Value of my attention – priceless and expendable apparently.

p.s. I’m writing this while watching Point Break. BBC no ads!

Fastidious
Indicative
Contextual
Cannibalised
Abundance
Incumbent
Frugal
Pervasive
Leverage
Sesquipedalian
Analogous
Ambivalence
Murmuration
Decimate
Pejorative
Disingenuous
Archipelago
Anthropomorphizing
Parapraxis
Auspicious
Colloquial
Analogous
Serendipitous
Veracity
Skeuomorphs
Precipitous
Sequestered
Intrinsic
Enamoured
Sanquine
Harbinger