May 31, 2008
“think geek”
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[From October, 2007:]
My definition of a geek is, “Somebody who socializes via objects.”
When you think about it, we’re all geeks. We’re all enthusiastic about something outside ourselves. For me, it’s marketing and cartooning. For others, it could be cellphones or Scotch Whisky or Apple computers or NASCAR or the Boston Red Sox or Bhuddism. All these act as Social Objects within a social network of people who care passionately about the stuff.
Whatever industry you are in, there’s somebody who is geeked out about your product category. They are using your product [or a competitor’s product] as a Social Object.
If you don’t understand how the geeks are socializing– connecting to other people– via your product, then you don’t actually have a marketing plan. Heck, you probably don’t have a viable business plan.
It’s hard for me to think of marketing, without thinking in terms of Social Objects. It’s hard for me to think of marketing, without thinking how the geeks fit in the equation.
So many people start out trying to market to Mr and Mrs Average. I think they’d have better luck if they thought of the geeks first.
“Think Geek.“
[Afterthought:] Someone in the comments asks, “Doesn’t the product also need to make sense to non-geeks?“
It would depend on the product, it would depend how “specialist” it is, I suppose. Can you show me an interesting, successful product that the geeks hate, but the non-geeks love?
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Hugh got a point.
Great post! I’m glad that I caught the link on Twitter.
And taking your thoughts a step further — the brand not only needs a marketing plan to embrace the geeks supporting the brand, but also a plan to organize & support a community around them!
Connie
Love the redefinition of geek. Not since I sent away for my Johnny Quest secret decoder ring have I felt so much a part of the club.
Hugh, I think it’s an age-old principle: “The geeks shall inherit the earth.”
Aren.‘t the geeks the early adopters… I guess the product does need to appeal to geeks but long term, doesn’t the product also need to make sense to non-geeks?
You’re my new hero.
I think it’ much easier to market to geeks as they have a shiny toy aspect to them, I certainly do, but the problem is longevity, in actually making a product that geeks love but that can also translate to the mass market..
Can’t think off-hand of a mass market loved but geek hated product, cheap ugly PC’s come to mind though
So true…
Ian, I don;t think cheap PCs are much loved by anyone– they’re commodities, for the most part. Not the kind of business I would find that interesting, not to mention, easy to get into.
What’s wrong with commodities? There are thousands of products out there that are hated by ‘geeks’ and enthusiasts — family cars, frozen food, cheap beer etc etc etc — that are nevertheless highly successful due to better prices,and better convenience. They certainly have a viable business plans based on efficiency, distribution and general business ruthlessness. I would suggest it not adequately preparing in this area that causes most businesses to fail, not having poor marketing — look at Stormhoek?!
It hit me the other day — while going shopping for “entertainment” — the essence of capitalism is socializing with objects. So we’re all capitalist geeks, it seems.
The Zune?
In Cringley’s “Triumph of the Nerds”, Douglas Adams said something similar; he said something like “A nerd is someone who uses a telephone to talk about telephones. By extension, a computer nerd is someone who uses a computer… in order to use a computer.“
Not exactly the same as “socializes via objects” but the spirit of the quote seems similar to me.
“Can you show me an interesting, successful product that the geeks hate, but the non-geeks love?“
Sure: American Idol.
Q: “Can you show me an interesting, successful product that the geeks hate, but the non-geeks love?“
A: Microsoft
(Well, okay, they fail on the “interesting” part.
“Somebody who socializes via objects.”
As opposed to someone that treats objects like women?
A geek is someone who has forgotten they were once greek. Forget about “marketing” to geeks, listen to tompeters.com, you should be designing and marketing to .…. the future is in the past.
“Can you show me an interesting, successful product that the geeks hate, but the non-geeks love?“
Interesting to whom? Us geeks?