Last summer I started working with Erica MacVittie to reinvent the Malibu Half Marathon. Erica and her husband David had purchased the event and relaunched it with a new ownership group. The event had been around for seven years, but it had never achieved critical mass. Although the route, along the ocean on Pacific Coast Highway, was beautiful, the runner experience, sponsors, and marketing hadn’t kept up with best practices. Erica hired me to increase participation, and to do that I chose to rebrand the event, get the marketing in shape, and secure new brand partners.
Traditional marketing is dead. Gone are the days of brand building through ubiquitous TV advertising, billboards and Web banners. Consumers are now much more demanding in terms how they allow brands to interact with them. They don't want to be merely marketed to. They want to be entertained, educated, informed, and exhiliarated by the brands that touch their lives.
The following is an excerpt from an interview for the Opportunista, a network and resource for women entrepreneurs. Rochelle Bailis, the co-founder of StoryCraft, talks about the surprise twists and turns in her life that lead up to starting a business.
To tell the story of Shwood, you need to go back to the tree. The majestic Madrone species, with peeling red bark and large, leathery evergreen leaves, found abundantly throughout the Pacific Northwest. From a limb of one such tree growing in a neighbor’s yard, Eric Singer whittled away until he fashioned a pair of glasses from the tightly-grained hardwood.
“Marketing is no longer about the stuff that you make, but about the stories you tell."
— Seth Godin
Since the very first e-commerce purchase in 1994, the process of buying products online has evolved more rapidly. The complex, multi-channel retail industry we know today has created a unique dilemma for modern brands.
There is a painful truth that every e-commerce brand eventually needs to face:
In the wake of globalization and discount retail giants, consumers can probably buy similar products to yours in a heartbeat. For less. With fast, free shipping. So why should they shop with you?