Three Minds On Digital Marketing @ Organic

Edward Vielmetti, one of the more interesting presenters at this year's Internet User Experience conference, brought up a profound question that every business... and every consumer should ask themselves...

Am I seen as an expense or an opportunity? Or in the case of a business, do you see your customers as an expense or do you see potential to sell product?

We are turned off by the idea of sales people. We are turned off by the idea of advertising.  Many of us like to think of an imaginary world where people just do good things to be good, without another agenda.  But doing things just to "be good" doesn't always equal the best user experience.

In his talk regarding the public transit system of Ann Arbor, Ed brought up a good point that the actions of public organizations don't live up to the needs of the people who ride the bus, because they are viewed as an expense.  So "good enough" will do.  But for the small business on the bus route, they'd be willing to pay to ensure that the customer experience is better, because they see these same people as an opportunity, a potential customer.

So should private organizations be allowed to enhance public works?

Well, this is something that KFC is already trying to do in Louisville, the city where they are based, by fixing the pothole problem in exchange for the opportunity to place a temporary chalk advertisement on the new asphalt.

"KFC-refreshed potholes will be branded via a large stencil that reads 'Re-Freshed by KFC' in eye-catching, but non-permanent street chalk."

It's advertising disguised as a good deed, but it still is a good deed, right?  Well, the act set PETA and some consumers off into a reactive tizzy.  Should companies be allowed to use public works to advertise themselves?  Where should the line be drawn?  Or are we seeing this in the wrong light? 

Maybe the small business is the one who is going to work just a little bit harder to fill those potholes or to make bus maps better, because for they see an opportunity, not an expense.

Marta Strickland