MISS COMPETENCE AND MISS CONTROVERSY

The one thing that the whole Miss California dust-up has taught us is that controversy is powerful... sometimes more powerful than competence.

Her divisive statements forced people to take sides. It made those passionate about the issue speak up and join in the conversation.

Miss (long-forgotten) North Carolina was the most competent of the contestants. She left with the crown. But Miss California will be leaving with more speaking engagements and endorsement deals – for better or worse.

Being competent is rarely enough.

While I like to think that competence wins out in the long run, controversy does have its advantages. It’s like a magnet that attracts hordes of people while repelling others. As long as your business model doesn’t depend on appealing to absolutely everyone (and I can’t think of one that does), controversy can be key to bringing in new customers.

But then it’s up to competence to kick in and keep them coming back.

| | |

ESTABLISHING A GIFTING PROGRAM

Ever since Denny’s free breakfast give away, it seems like restaurant chains like McDonald's and KFC are falling all over themselves to give out freebies.

Let’s be honest. All these freebies are just glorified sampling. And samples are free. So I shouldn’t have a problem with them. But I kind of do.

Sampling is a negotiation. The proposition: you give me your time and consideration and I’ll give you a treat. All I expect in return is that you spend your money with me. Please? (You kind of owe me.)

Is tacitly guilting a person into doing business with you a sustainable model?

Rather than a sampling program, maybe consider a gifting program. Gifts don’t come with strings attached. The best gifts are unexpected. And they are a reward of sorts for being a good friend. Gifting asks for nothing in return.

Providing unexpected gifts to best customers can create a lot more goodwill and sustained growth than doling out freebies to complete strangers and deal seekers.

| | |

WORDS WORTH REPEATING #1: Zac Efron

"I don't have a Twitter, a Facebook or anything like that. I kind of value people not  knowing where I am or what I'm doing." - Zac Efron

Marketers sometimes forget that trends aren’t unidirectional. It’s a lot like Newton’s law. When the public runs off in one direction there is usually an equal and opposite movement simultaneously taking place.

As Twitter and Facebook continue to get a lot of ink, keep your eyes open for a growing movement toward privacy and anonymity. Being un-famous, un-trackable, and un-reachable may become the most desirable thing in the world.

| | |

A Wall Meant To Keep People Apart Now Brings People Together

The Face2Face Project is an organization that strives to bring Palestinians and Israelis together.

To help raise awareness they've created an initiative where for 30 Euro you can have someone spray paint a message on the wall that divides the two groups. They'll take a picture and send it to you. The proceeds help fund social and cultural change.

| | |