(MSc) Sebinomics

Suisse-EMEX, the largest marketing fair in Switzerland, is taking place in Zurich, Switzerland, for the second time and reactions from visitors have been good so far. I joined the press conference (read my post here) and spent one whole day at the fair to get a feeling of what the marketing scene in Switzerland is up to these days.

First of all, I would like to give a big two thumps-up to EMEX Management GmbH. The rather small team around Eva Ming organized a very interesting event that shows (once more) how Swiss marketers are split into to three groups:

• Group One is very innovative and tries to astonish potential customers with remarkable products or campaigns. Unfortunately this seems to be the smallest group, but with very big potential.
• Group Two includes all those companies who are still stuck in Web 1.0 and simply doubt the potential (and need) of the Web 2.0. During a panel discussion about community marketing, I heard the CEO of a Swiss Internet solutions company saying that most of his corporate customers claim that that all they need is a website. There is no need for online communities or community marketing. I feel sorry for his customers who are paying for a simple website—which is so 90s—and don’t receive a proper solution. Internet solutions companies could acquire even more business if they would do their job right and offer contemporary solutions to their customers.
• Group Three consists of all those marketers who know traditional marketing can’t work anymore but they don’t know where direction to go. Sorry to say, but that seems to be a considerably large group.

Sanjay Sauldie

Two presenters gave me hope regarding presentation skills and marketing know-how. One of them is Sanjay Sauldie, CEO of iROI. Sanjay gave a great presentation on community marketing and emphasized the need for a community to focus on a very specific niche. He also mentioned that less than 5 percent of all communities succeed, and the reason is that many companies set up a community only for profit and don’t do it with passion. One of Sanjay’s students was 12 when he started his own community that focuses on a game console. This 12-year old kid created a Sony Playstation community on the web and started making lots of money because he created a community around something he loves and which he can share with thousands—even millions—around the globe.

Another great presenter I saw is Peter Sawtschenko, who talked about positioning. Peter is a remarkable presenter. Not only his colorful ribbon is worth making a remark about, but also the way he moved on stage and the use of pauses made it his presentation fascinating. After Peter got introduced—he was already on stage—he still took his time simply standing in front of the audience, searching his remote control in his pockets, not caring about the silence. Awesome, I thought.

“Solve problems others have and you will solve your problems,” Peter said. Completely right! Don’t search for a product and then look for potential customers. First, choose a market with people that actually have “a problem” and ask your future customers what they actually want to buy, and then give them that very product. Another great quote is, “to sell a benefit,” which goes hand in hand with solving someone else’s problem to solve yours.

Peter Sawtschenko

There were many other speakers but Peter Sawtschenko and Sanjay Sauldie were the most interesting and entertaining, and simply remarkable. Stephan Klapproth, Anchorman for Schweizer Fernsehen (Swiss national television), moderated the EMEX-Forum and enhanced the value of the forum with his always-outstanding insights and comments.

I received great insights into the marketing landscape in Switzerland and it was inspiring and motivating hearing different marketers discussing various marketing topics. I will definitely try to make it to Suisse-EMEX 2009 and I can recommend attending the event to anyone who is interested in marketing-related subjects. And who knows, maybe Eva Ming will give me a spot on their EMEX-Forum 2009 stage to talk about The New Marketing. 

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Yesterday, I joined the Suisse-EMEX press conference and received an insight into the preparation of the largest marketing fair in Switzerland. In this post, I’d like to share my experience from yesterday’s event and will post specifically about the fair on Thursday, after having experienced the actual fair.

Eva Ming, Managing Director of EMEX Management GmbH, presented the event in a very charming way. She was very professional and had a great presence. Ms. Ming took her time introducing her guests, making it clear who is there because of what—a very good introduction. At first I was a bit surprised to hear her explaining every expression and abbreviation, but then I found her “Suisse-EMEX for Dummies”-approach to be the right way to go. Not everyone in the audience was familiar with the jargon, actually, just a few people. Therefore, better keeping it simple so that everyone can follow. Great job Ms. Ming.

Eva Ming

The second presenter was Dr. Dr. Wilfried Seywald (yes, some people have two doctor titles!) from the news agency pressetext. He presented results from a research paper called “Sind die Schweizer Marketing-Camps?” or in English, “Are Swiss Marketing Champs?” I will discuss the paper in a later post. But what I was very, VERY surprised was when Dr. Dr. Seywald stated that he thought he knew a bit about marketing and was very surprised that only 7% of Swiss marketers thought that a brand can reach many people by investing large marketing budgets. Apparently he always thought that by investing more money he could reach a larger audience. Well, that might be true, but it doesn’t necessarily mean that they will pay attention. Still, that is not the topic here. What I mean by that is, don’t make fun of others while presenting, unless you are 101 percent sure to be right. Dr. Dr. Seywald was obviously wrong and because of that his great presentation, despite the slidument, kept a bitter taste till the end.

Dr. Dr. Wilfried Seywald

Both presenters did a great job. Unfortunately, they both had slides with many, many words on them—a so-called slidument—that were just very inappropriate for marketers. Common, marketers are supposed to be designers and sales people and fashionable and stuff! Their slides also had a footnote with the date and the name of the event. I was able to read that footnote because I was sitting very close to the screen. That was a bit disappointing, but fortunately Ms. Ming and Dr. Dr. Seywald made it up with their charming way of presenting.

Getting Ready

The whole Suisse-EMEX team was and still is working really hard to guarantee a remarkable experience for all visitors and exhibitors. They are working hand in hand with partners and are doing whatever it takes to spread the word. Ms. Ming and her team offered—and will keep offering—a very good experience to the press and I am excited to experience more presentations and exhibitions when the Suisse-EMEX opens its doors to the public. I can really recommend to join this great marketing event.

Suisse-EMEX will be held from 26 to 28 August 2008 at Messe Zurich, Switzerland, for the second time and its organizers are expecting 12,000 visitors to meet and greet 400 exhibitors.

Brian James from RoneBreak.com found this video on Youtube. Aari Kabari is a 21-year old student simply having fun in front of a webcam imitating songs with her friends. What really surprises me is that the videos only received a few hundred views. These videos have viral potential and I am sure there is an audience out there wanting to see Aari and her friends on Youtube.

Check out the video above and visit Aari’s Youtube profile for more videos.

If you want to succeed in today’s business world—no matter what industry—you will have better chances going from You 1.0 to You 2.0. Meaning, endorse an image by which others can recognize you. I call it iBrand. Obviously, the image has to be close to 100 percent true. Otherwise, your audience will be very disappointed when they find out that you were lying to them and they won’t trust you ever again. 

This is nothing new. Kiss, a rock band from the seventies, created their spectacular image by simply putting on make-up and wearing flashy cloths no man (or woman) would ever want to wear on the street. Or, what about Britney’s sexy schoolgirl oufit in her first video release? Does any schoolgirl walk around like that in the US? I doubt it. They do in Japan, but only after school, otherwise they get grounded for a lifetime or even longer than that. It is all about how you want to be perceived by others.

Social networking platforms help projecting your brand. Your network says a lot about who you are. So I say, “You are who you know.” My Facebook profile counts 418 friends by now. I have met 401 of my contacts personally and have been discussing different topics with the others through email. I can group all my contacts in just five categories: University Switzerland, University Japan, Job, Musicbiz, and others. What does this say about me? I have been studying in Switzerland and Japan, have strong ties in the musicbiz besides other contacts in the business world and have a life besides all of that. 

I suggest: Analyze who your (potential) contacts are and what they say about you. Then, create your iBrand and start implementing it. Writing a blog definitely helps fostering your new image.

People used to say, „You are what you own.“ But that has changed. Today, “You are what you share” as Charles Leadbeater said.

It is in our genes. We are collectors and like to show off with what we have. Why else do we buy a Ferrari or insanely expensive branded cloths? Well, to simply show off. Things have changed though. Intangible property as gained more importance than tangible property. Intellectual property is becoming more and more important to individuals and companies.

Physical CD sales are decreasing year after year and digital content is gaining significant terrain. It is fact that music gets shared online and that it will stay like that. Therefore, if a band decides to share their music with its fans, they belong to the community. If they fight it, they become the evil “anti-fan” like Lars Ulrich (Metallica) when he fought Napster. Read the background story here.

Any kind of digital content can be shared. Information is crucial and can be distributed as easily, through a blog, in a forum, or simply on a website. Everyone has a voice and sharing any kind of property through the Internet makes you a crucial and essential part of the community.

It started about ten years ago with sharing information on a static website on the Web 1.0. The Web 2.0 gave the possibility to share news and interact with each other. Today, platforms such as CouchSurfing.com help you share your couch with strangers and find a couch to sleep on when you will be out of town.

My fiancée told me that she stopped collecting stamps because she rather shares those cute little pieces of paper, by sending out letters and postcards. Great thought. Why collecting and keeping everything for yourself?

“Sharing means caring,” and we share our content because we care. Isn’t that a nice thought?

Sean Law discussed in his blog entry Think Different on The Bass Player’s Blog, how people need to think different to bring actual change to the world. Sean’s blog reminded me of a discussion I had with a friend of mine, who has created his own genre and has been talked about as being one of a kind.

My friend T.M. Stevens, a great and remarkable bass player who has played for the greatest musicians, once told me, “You gotta know the rules, if you wanna break them.” I think he actually quoted Miles Davis, but it was the first time I heard that quote. Ever since, I have lived by that motto.

I think, people need to know the theory. They need to know why certain things are the way they are. And, once they know, they have to think outside the box and be creative to come up with something remarkable.

The great masters of jazz used to tell their pupils to copy the cats. Once they achieve a higher musicial sense, they should take what they have learnt and make it theirs. Meaning: learn the rules, then break the rules, and establish your own rules.

This is how change happens.

Dave Kuzek, author of the Future Of Music blog, posted a great presentation by Gerd Leonhard about a Web Native Music Industry.

As I have discussed in my post The Triumph Of Digital Music?, “The Internet is driving new opportunities for labels. 1.2 million rock acts and 1.7 million R&B acts alone clamoring for attention on MySpace and many more establishing sites on Facebook and other platforms.”

Two quotes got my attention: (1) Charles Leadbeater (We Think) said that “In the past you were what you owned. Now you are what you share.” Isn’t it? People do not own as many records as they used to. Many might own a few CDs but hundreds GB of songs on their computers and servers.

(2) “Today’s Marketing Keywords: Co-Creaton. Sharing. Communing.” 100% true. People create music and videos together, just for a little recognition and of course for fun. Because they want some recognition they share it with their friends and their friends’ friends. That creates a community that promotes the craft which is stronger than any corporation. Because we do not really need it, but we want it!

Hopefully the music industry will realize this as long as there is time to make changes.

I joined Seth Godin’s Tribe community and posted the question, “Why do we need Social Networking?” in the forum. Among all answers one really stuck in my mind. Bob Sherman, author of the Aha-Moments.com blog wrote that,

“While many would say that it’s important to have a strong presence in your local community or local professional groups, the world has substantially changed. Having a college degree (or a master’s) isn’t a guarantee for a well-paying job. Those jobs are increasingly becoming commoditized–and you’re competing as an individual on a global stage.

A strong internet presence allows you to distinguish yourself. It also becomes a hurdle to entry. While you’re out there blogging, podcasting, and engaging in virtual communities–you’re learning, while others are hanging out with buddies. Effective internet social networking and personal branding happens over years (and not just a day). But, it’s a long-term strategy. Most people don’t have the patience or the commitment.”

This is also true for bands and artist. While many bands are trying to build a following by playing gigs in the city and surrounding suburbs, it is important touring the wider region and letting potential fans know about the trip your band is going to undertake. It is not difficult landing a gig 500 miles further away from your city. The difficulty is landing a second gig there. And, how do you achieve that? By making the manager of that event happy mobilizing a considerable crowd. That is only possible through online presence.

Bands do not only have to compete against other bands that play “better” than others for gigs. They have to be present and especially active online.

I suggest: Every member of the band should engage in social networking promoting the band’s music and message to individuals. Be touchable and true. Social networking is most effective if the converssation is personal. Do not promote events as a band only. Promote them as an individual. Your friends and fans will be feeling special and care more about what you have to say.

Seth Godin wrote in his August 2, 2008 blog entry Sing it (please S I N G I T), “The funny thing is that learning to Sing It is a lot easier than learning how to play the guitar. For some reason, we work on the technique before we worry about adding the joy.”

I agree with Seth. I have been playing bass for 17 years now and I have played with many, many musicians, from amateurs to professionals. What I have learned by playing with different musicians is that no technique in the world can move listeners, if there is no joy playing music. If a band had a bad day and fought in the tour bus before the gig and they take those feelings onto the stage, the audience will feel it—unless it is a ‘brutal death metal’ band where those feelings might be welcome. Or, if a band does not feel the adrenalin going onstage and play, the crowd will definitely feel it.

A few weeks back I went to see Züri West, a Swiss rock band that has several platin albums, at a festival in Switzerland. The audience was very anxious to hear the long awaited headliner and there was a considerable tension in the air. Then, Züri West got onstage and started rocking the sold-out festival. Kuno Lauener, the singer, had obvious technical problems with his microphone. There was a circuit problem and Kuno’s microphone was under current. Of course, rock singers touch the microphone with their wet lips and that must hurt a lot if there is current going through the mic. And, it must be bothering.

After a couple of songs the band decided to go offstage until the problem was solved. You could feel how the band was mad about this absurd problem and the audience was getting nervous, too. Finally, the problem was solved and Züri West got onstage again. Their mood was not what I would expect from a band, which gets paid good money from my ticket. After awhile, the band started feeling at ease and the audience was getting into its superstars. Towards the end of the gig, Kuno apologized for having started off on the wrong foot. That is what playing onstage is about: Bound with your audience. Be one with her. Show her that you enjoy playing your music for her. Serenade your audience as if it is your lover. You would not be were you are if it would not be for your audience. Therefore, make her a part of your performance. Make her yours.

As we all know, the music business is in big trouble because of the Internet, especially major record companies. Music gets shared for free online and therefore, CD sales fall year after year. Fortunately, there are record companies who recognized this trend and started working on the quality of their products and other companies realized they had to make money from services rather than from selling CDs.

Surfing the net I came across a few labels that offer music sampler of their bands for free. Galileo Records, a prog-rock label from Switzerland, offers a sampler for free on their website. So does California-based Drive-Thru Records.

You might have heard from different bands that decided to give away their music for free and make money through concerts and merchandising. A few examples are, Radiohead (pop), Prince (funk), and Pennywise (punk). Many artists simply give free downloads, but Prince even gave away CDs through an English newspaper. In 2007, Prince even gave away is brand new CD for free in front of the Montreaux Jazz Festival concert hall, where he was playing a concert.

Madonna did not renew her contract with her record company, but instead signed with Live Nation, a company that specialized in concert promotion. Many artists are following this path, since fans cannot steal the experience of going to a great concert. And, fortunately for artists, unfortunately for the concertgoers, concert ticket prices are rather inelastic and getting more and more expensive.