Tag Archives: Nottingham

What can marketers learn from Tom Frankenburg?

By now you’ve probably heard all about Tom Frankenburg, a guy from Nottingham (my home town) who is giving away a £1,000 holiday for 2 to Malta after splitting up from his girlfriend and finding it difficult to sell. Tom tells the story much better here…

Over the last 24 hours, the views on YouTube have doubled to about 54K views and I can only see this going through the roof over the weekend as the word spreads.

Coverage from the BBC, Huffington Post, Metro (who put it under their ‘weird’ section – a sad reflection on how acts of kindness are viewed IMO) and many others seem set to make this a story that keeps on running.

So what can marketers learn from Tom’s story?

  • Focus on a creating a message that is so remarkable you cannot help but share it
  • Deliver that message creatively yet authentically – Tom’s storybook approach, combined with nice editing makes this video fun yet believable
  • Leave a legacy- I hope Tom’s new phrase catches on and eagerly await the launch of the #makelifeyourbitch fashion range, with a percentage of profits for good causes…just a thought…

Nice one, Tom.

High street music woes strike a chord

Buying music has changed so much since I was a lad. Growing up in 1980’s Nottingham involved a weekly pilgrimage to Selectadisc, where I’d buy the latest Rush or David Lee Roth album. As my tastes evolved, I’d pick up a second hand rarity or two such as the original 12″ single of The Sugarcubes’ “Birthday”.

Whatever came home with me on the bus in that distinctive bag was part of the experience of buying music that will never be the same again.

With news today (http://tinyurl.com/24chgjp) that HMV is closing 40 stores following a 13.6% slump in sales, the future of high street music retail still looks uncertain. Buyer behaviour has changed, even for ‘Digital Immigrants’ like me (see http://tinyurl.com/2g4ncz8). 

The world has changed and we can now, via an iPhone and an App called Red Laser, instantly scan the barcode whilst you’re in a store and find out how much the CD/DVD is retailing for on Amazon, Play and a number of other online stores. Whilst the high street presence may capture footfall, how much of the potential revenue ‘leaks’ to online sources? I fear that stores like HMV risk falling into the “Woolworths trap” of ‘doing lots, badly’, with an unclear value proposition of the kind that ultimately led to the demise of Woolies.

I hope HMV survives and thrives, but to do so, it must work out what it is trying to be, and to whom. It then needs to clearly communicate this value proposition. Is it a Games, DVD or Music Retailer? Is it a price discounter or a destination store for connoisseurs where you can get good advice on your product selection? Can it successfully continue to be all things to all men, women, boys and girls?

For many, the act of browsing and buying music as a physical product is still attractive. I miss Selectadisc.