Comments on: hughtrain deliverables http://gapingvoid.com/2004/12/22/hughtrain-deliverables/ "cartoons drawn on the back of business cards" Sun, 22 Nov 2009 00:03:19 -0600 http://wordpress.org/?v=abc hourly 1 By: Bob G http://gapingvoid.com/2004/12/22/hughtrain-deliverables/comment-page-1/#comment-3197 Bob G Sun, 26 Dec 2004 22:00:28 +0000 http://gapingvoid.com/?p=1097#comment-3197 I love to see the "deliverable" coming together before our eyes... One thought/warning as you work on the Internal angle: companies are not used to spending money on initiatives that do not directly deliver sales. Internal marketing IS growing, but at the end of the day if there is no ROI or link to "moving cases" it's going to be hard to rationalize the investment. For example, I have a hard time getting clients to invest in pretty basic internal communications tools (e.g. Wiki). While a brand manager can authorize spending on the brand or external advertising, they typically wait for IT or "corporate marketing" with their limited budgets to do the inside stuff. When you build the Internal Deliverable with ROI you'll have the Holy Grail! Good luck! bob I love to see the “deliverable” coming together before our eyes…
One thought/warning as you work on the Internal angle: companies are not used to spending money on initiatives that do not directly deliver sales. Internal marketing IS growing, but at the end of the day if there is no ROI or link to “moving cases” it’s going to be hard to rationalize the investment.
For example, I have a hard time getting clients to invest in pretty basic internal communications tools (e.g. Wiki). While a brand manager can authorize spending on the brand or external advertising, they typically wait for IT or “corporate marketing” with their limited budgets to do the inside stuff.
When you build the Internal Deliverable with ROI you’ll have the Holy Grail! Good luck!
bob

]]> By: Nancy http://gapingvoid.com/2004/12/22/hughtrain-deliverables/comment-page-1/#comment-3196 Nancy Fri, 24 Dec 2004 00:10:38 +0000 http://gapingvoid.com/?p=1097#comment-3196 What's youth got to do with IT? What’s youth got to do with IT?

]]> By: simon tzu http://gapingvoid.com/2004/12/22/hughtrain-deliverables/comment-page-1/#comment-3195 simon tzu Thu, 23 Dec 2004 22:16:28 +0000 http://gapingvoid.com/?p=1097#comment-3195 That's more like it Hugh, You are a visionary & need to think bigger than That’s more like it Hugh,
You are a visionary & need to think bigger than

]]> By: Nick http://gapingvoid.com/2004/12/22/hughtrain-deliverables/comment-page-1/#comment-3194 Nick Thu, 23 Dec 2004 18:53:36 +0000 http://gapingvoid.com/?p=1097#comment-3194 Re: more ideas some shots in the dark, etc. #2 & #4. I have some experience with sending out "useless newsletters" to agencies, it was hard keeping them onboard for good amounts of time let's just say. #3 podcasts/montly audio might be cool. don't know much about this, but I'd listen to it at least once a month, esp. if it had some gapingvoid style humor to it and were sent to my email i.e. adrants &/or easily downloadable. #6 You might've already considered this, but ever thought about what youth i.e. advertising interns/students may be able to offer? Blogs are definitely resume/internship/credit worthy these days. Plus, the more students/youth turn towards blogging the more valuable/notable blogs'll become. Re: more ideas
some shots in the dark, etc.
#2 & #4. I have some experience with sending out “useless newsletters” to agencies, it was hard keeping them onboard for good amounts of time let’s just say.
#3 podcasts/montly audio might be cool. don’t know much about this, but I’d listen to it at least once a month, esp. if it had some gapingvoid style humor to it and were sent to my email i.e. adrants &/or easily downloadable.
#6 You might’ve already considered this, but ever thought about what youth i.e. advertising interns/students may be able to offer? Blogs are definitely resume/internship/credit worthy these days. Plus, the more students/youth turn towards blogging the more valuable/notable blogs’ll become.

]]> By: phillip torrone http://gapingvoid.com/2004/12/22/hughtrain-deliverables/comment-page-1/#comment-3193 phillip torrone Thu, 23 Dec 2004 07:31:37 +0000 http://gapingvoid.com/?p=1097#comment-3193 1. powerpoint case studies for internal use for agencies, powerpoint is the natural language of agencies. 2. newsletter / email / rss, something comes out each month that talks about the sinking ship, agencies pay for useless versions of of this now to lots of sydicated places. 3. monthly audio (mp3) of conversations, interviews, etc..could be from your speaking gigs or wherever. 4. monthly web only sessions, most agencies use some type of groupware, i had to do tons of these. 5. hugh-matcher, a client sells a product, you match them up with the top bloggers that talk about that product or products like it. just some ideas. cheers, pt 1. powerpoint case studies for internal use for agencies, powerpoint is the natural language of agencies.
2. newsletter / email / rss, something comes out each month that talks about the sinking ship, agencies pay for useless versions of of this now to lots of sydicated places.
3. monthly audio (mp3) of conversations, interviews, etc..could be from your speaking gigs or wherever.
4. monthly web only sessions, most agencies use some type of groupware, i had to do tons of these.
5. hugh-matcher, a client sells a product, you match them up with the top bloggers that talk about that product or products like it.
just some ideas.
cheers,
pt

]]> By: hugh macleod http://gapingvoid.com/2004/12/22/hughtrain-deliverables/comment-page-1/#comment-3192 hugh macleod Thu, 23 Dec 2004 07:15:05 +0000 http://gapingvoid.com/?p=1097#comment-3192 Point taken, Dave. I mostly agree. There are a few niches out there, though. Wee pockets, skunk work opportunities etc. Time will tell. The biz model works both with and without an agency's help. It's good to not be beholden to any one option. Hugh Point taken, Dave. I mostly agree.
There are a few niches out there, though. Wee pockets, skunk work opportunities etc.
Time will tell. The biz model works both with and without an agency’s help. It’s good to not be beholden to any one option.
Hugh

]]> By: Brand New Malaysian http://gapingvoid.com/2004/12/22/hughtrain-deliverables/comment-page-1/#comment-3198 Brand New Malaysian Thu, 23 Dec 2004 06:45:20 +0000 http://gapingvoid.com/?p=1097#comment-3198 <strong>Hugh's heading here and the GapingVoid is tagging along</strong> Hugh McLeod is the author of gapingvoid, needing no introduction to the advertising community. His insights and the brand of humour he drags along through cartoon sketches behind business cards, have been drawing much laughter from the ad fraternity... Hugh’s heading here and the GapingVoid is tagging along

Hugh McLeod is the author of gapingvoid, needing no introduction to the advertising community. His insights and the brand of humour he drags along through cartoon sketches behind business cards, have been drawing much laughter from the ad fraternity…

]]> By: Dave Wheeler http://gapingvoid.com/2004/12/22/hughtrain-deliverables/comment-page-1/#comment-3191 Dave Wheeler Thu, 23 Dec 2004 06:29:05 +0000 http://gapingvoid.com/?p=1097#comment-3191 Hugh, I think you have the Hughtrain on the right track... the real need is to change the way companies think on the INSIDE... but it seems to me that you should go straight to the companies and avoid the advertising agencies. I've only been reading your blog for a while (so forgive me if I'm off base), but it seems that your views and the views of "mainstream advertising agencies" have parted company long ago. Why not create a sort of "Hughtrain Experience" (multi-day workshop/exercises/lectures from Hugh) that would help companies re-align their thinking and change course? If you want to try out ideas, I would be happy to help put something like that together! Hugh,
I think you have the Hughtrain on the right track… the real need is to change the way companies think on the INSIDE… but it seems to me that you should go straight to the companies and avoid the advertising agencies.
I’ve only been reading your blog for a while (so forgive me if I’m off base), but it seems that your views and the views of “mainstream advertising agencies” have parted company long ago.
Why not create a sort of “Hughtrain Experience” (multi-day workshop/exercises/lectures from Hugh) that would help companies re-align their thinking and change course? If you want to try out ideas, I would be happy to help put something like that together!

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