Purple Cows and Stella & Dot

Perhaps the most elaborated point that Seth Godin discussed about Purple Cows are that you need remarkable products. While this should be no surprise to anyone, it is good to hear it from a guru in marketing. Not only that, he proposed that you "put the marketing investment into the product instead of into the media." It just so happens that this works concurrently with the idea that social media and word of mouth does not have to be expensive. It also means that creating a great product and going through that process is in itself marketing. This is an interesting concept, and while I am not sure if I believe that is "marketing." I certainly think it reduces the pressure on marketing to sell the product. If it is a truly remarkable product, then you won't rely on conventional marketing tactics. Taking this concept to Stella & Dot is important (the jewelry company), because my wife is not involved in the creation or design of the products, at all. However, with skin in the game it is in her best interest to provide any feedback and ideas she can that would help the company create remarkable products. For this reason, I am suggesting that a feedback loop be added into her system. S&D corporate can track sales numbers in regions, but they don't know exactly why those products are selling. I am proposing that my wife encourage honest feedback from her clients, as well as a "wish list" of item or colors or materials that they would like to see in the future. My wife will then compile this information into a useful summary of feedback that will be provided to corporate.
The second point I wanted to discuss about the Purple Cow article is that Seth actually admits that advertising can work. Although it may not be the most cost effective, especially without targeting, but to your "sneezers" it can still be useful. For this reason, I am suggesting that we further enable our sneezers to promote the product. The means of doing this will be through invites to corporate events and shows for her sneezers. We witnessed firsthand the impact of inviting one of my wife's sneezers to a corporate event. The sneezer was excited beforehand, but didn't know much about it. Afterwards, she was way more excited and full of information. Without even being asked, the sneezer blogged about it on her own personal blog! Even if there are no sales involved, like this event, it will be worthwhile to invite your sneezers to show that you hold them in high regard. They will more than pay you back through WOM.

The third topic I found interesting was the fact that 2/3 of people admit that gas and distances play a factor in what stores they visit. While my wife's business doesn't have a store, the vast majority of sales are held at trunk shows, which require a common location for all clients. While this will remain the primary revenue source, there are ways to supplement with online sales. Her clients are able to purchase through my wife online, although there currently isn't much activity that way. The suggestion is for my wife to add value to her business by keeping track of her client's wish list. While at trunk shows, it is common for her clients to really like 4 or 5 items, but only buy 2 or 3. My wife can add her clients individually to a profile and track her clients' wish list. This way, when items on sale, she could look through her clients and notify those that were interested. This would help counter some of the losses associated with driving to trunk locations.