05/03: The Power of Excitement Marketing
I just survived a couple of days with my longtime friend, Tom Peters, here in Manchester England. Anyone who has the good fortune of knowing Tom knows what I mean by survive. Both having MacBooks, we subscribe to each other’s calendars and look for spots where we can meet up.
This time it is Manchester, England where Tom is doing one of his highly exciting and highly interesting talks. I am here helping consult to ManU and their US internet marketing efforts. So Tom and I got adjoining rooms at Malmaison and spent a few days together. We always start the morning with a pleasant run, where we catch up on family news over a brisk 10 Kilometers. After we each attend to our affairs of the day, we regroup at hotel for dinner, drinks and lively discussion about business trends.
Last night we chatted into the early hours about something that I call ‘excitement marketing’ which lived up to its name as Tom and I got into it…and a bottle of Walker Blue. Excitement Marketing is the process of selling passion, something Tom knows all too well.
When you look at our Restaurant clients, they are about much more than food. On the web, we need to show more than what is on the menu. We need to communicate the excitement of the restaurant, creating a strong desire to visit in the near future. Marketing that excitement, or ‘Excitement Marketing’ is what got Tom and I talking well into the night.
Answering questions is still paramount on the web. Lengthy animated intros and interstitials are painful to experience even once. Excitement Marketing is about wrapping information with passion in a way that makes web site visitors want to know more.
Tom started his patented pacing and raising of his voice once my talk of excitement marketing sunk in. He exploded with how many companies who sell seemingly un-exciting products could benefit from excitement marketing. “Imagine,” he exclaimed “if visiting a company’s website wasn’t a race between finding an answer and falling asleep!”
Well, we must have been doing our own excitement marketing because not too long after Tom’s outburst there was a knock at the door. Apparently the neighbors didn’t share our excitement and asked if we could keep it down since it was almost sunrise.
This time it is Manchester, England where Tom is doing one of his highly exciting and highly interesting talks. I am here helping consult to ManU and their US internet marketing efforts. So Tom and I got adjoining rooms at Malmaison and spent a few days together. We always start the morning with a pleasant run, where we catch up on family news over a brisk 10 Kilometers. After we each attend to our affairs of the day, we regroup at hotel for dinner, drinks and lively discussion about business trends.
Last night we chatted into the early hours about something that I call ‘excitement marketing’ which lived up to its name as Tom and I got into it…and a bottle of Walker Blue. Excitement Marketing is the process of selling passion, something Tom knows all too well.
When you look at our Restaurant clients, they are about much more than food. On the web, we need to show more than what is on the menu. We need to communicate the excitement of the restaurant, creating a strong desire to visit in the near future. Marketing that excitement, or ‘Excitement Marketing’ is what got Tom and I talking well into the night.
Answering questions is still paramount on the web. Lengthy animated intros and interstitials are painful to experience even once. Excitement Marketing is about wrapping information with passion in a way that makes web site visitors want to know more.
Tom started his patented pacing and raising of his voice once my talk of excitement marketing sunk in. He exploded with how many companies who sell seemingly un-exciting products could benefit from excitement marketing. “Imagine,” he exclaimed “if visiting a company’s website wasn’t a race between finding an answer and falling asleep!”
Well, we must have been doing our own excitement marketing because not too long after Tom’s outburst there was a knock at the door. Apparently the neighbors didn’t share our excitement and asked if we could keep it down since it was almost sunrise.
