When Gillette failed its tribes


What was the purpose behind Gillette’s recent video? I felt it was a takedown on toxic masculinity, a kiss up to the Me Too movement and an attempt to take sides and get invited into a national conversation.

Why did Gillette need a video to stir controversy, gauge metrics and have people forget the message in a few days? Gillette’s primary purpose is to make real good blades and thwart attempts by Harry’s and Dollar General from eroding its market share. Why did Gillette do this self-inflicting exercise? Is there a loss in brand equity?

According to Peter Horst in his book, “Marketing in the fake news era,” more and more companies are trying not to stand in the sidelines. Instead, they want to take a stand on issues. Perhaps Gillette felt that shying away from toxic masculinity and embracing the Me Too movement with an anti-bullying social message could help it improve its image among men. Unfortunately, Gillette didn’t analyze if there was any social need for it to join this conversation.

I believe Gillette misjudged several subcultures that exist under a diverse tribe called men in the US. The company chose a few personas hoping they would help it convey the message better and sadly got a lot of backlash but earned great viewership.

In an era of fake news, before a business takes sides, they should clearly ask if they need to be in that space. For one who makes blades, it might be better to stick to making better blades instead of sending out patronizing social media messages.

After all, how long does a shave last?

Content marketers vie for buyer attention



S
mart content marketers are helping us make purchasing decisions in a world dominated by low attention spans.

Content marketing helps you meaningfully sell your product or service on the Web, especially in business to business (B2B) marketing. According to Michael Bremmer, Vice President of  Newscred, compelling content and a helpful attitude will deliver solid business results.

Businesses that educate their buyers and help them in their journey will make better results. Those that self-promote and create content for the sake of content will die as someone will strive to give an authentic voice.

Content marketing has blurred the lines between marketing and sales. The modern-day sales rep is now a smart content marketer who helps influence a buyer’s purchasing decision using new tools and a helpful attitude. Content marketers are educating buyers, building long-term relationships and closing deals without the help of traveling salesmen, using data analytics and persona-based research.

With most buyers doing 80% of their research online, there are fewer opportunities for traditional sales folks to intervene.  The “delayed engagement,” among prospects offers content marketers opportunities to help in conversions.

In our cluttered world with lots of unwanted information, how can we help our buyers? Bremmer suggests 3 tips to excel in a world dominated by unwanted content:
1. Stop promoting your business. Instead, create content for real people, your buyers.
2. Be the best answer on the Internet for whatever business you are in.
3. Delight your buyers by being the most helpful and be the best educator in your space.