The Difference Between Old School Marketing and Neo-Marketing Part 2

Steve Rubel points us back to Kathy Sierra’s How to spend your marketing and ad budget for round two of the difference between marketing the old way, and the new. In case you missed round 1.

Again, Kathy’s original is an image - convenient for printing out or making your desktop image. But that’s completely contradictory to the whole open/sharing attitude she describes. So, I thought I’d take the liberty of turning it into plain text.

Old-school Marketing Neo-Marketing
Hire a creatie ,award-winning advertising designer hire a creative, customer-focused product designer
focus groups field trips for employees to places where customers are doing real work
print ads training articles
hire a PR firm buy TypePad accounts for every employee in your company and some customers also
ad that talk about how you’re better than the competition articles that talk about what you’ve learned from the competition
buy the rights to a top-40 song for your commercials sponsor local musicians
slick product brochures online case studies from real customers that talk about how those customers kick butt, not how you made it all possible
conference sponsorships conference scholarships
one 30-second commercial 200 dairy cows for poverty-stricken families through Heifer International
ad that imply you’ll get laid if you drink/use this product develop an sponsor a socially-oriented online community and/or local user groups where people might get laid for real
promotional newsletters online learning for users
big ad campaign stop outsourcing your tech support and customer service
product placement in a “fake” (tv, movie) world product placements in the “real” world, by donating samples to those who could benefit
hire a word of mouth marketing firm create something worth talking about
hire a “branding” expert promote from within - a “customer-happiness” expert
run ads featuring “hot babes” in bikinis sponsor online fitness articles to help customers get into biking shape.
hire someone who knows how to create and spread compelling–but fake–stories encourage employees and customers to tell the real story, and spread the money internally to make sure the true story is a good one