sexta-feira, 15 de fevereiro de 2008

Paulo Coelho - The Marketing Wizard

Piracy is something that scares to death any movie maker, musician or book publisher around the world. But not Paulo Coelho.
Known as the Wizard, this writer has his books translated into many different languages, which made him famous in the four corners of the Earth.
10 years ago, he decided to distribute his books on the Internet for free, so that they could be read by more people.
The most difficult issue, according to him, was to fight against publishers and copyright laws, which forbid this kind of action.
He translated his books into many languages and released them officially on the web, so that anyone could download it.
The most important question is: why has he done that? Why would people buy his books if they could read it for free on the Internet. Numbers speak for themselves.
In Russia, for example, Coelho sold 1000 books before the initiative. After having his book translated in Russian and distributed online, this number raised to 100000.
He says that the main issue for writers is not piracy, but not being known. And that is, for sure, a problem he is definitely not facing right now.

quinta-feira, 14 de fevereiro de 2008

Brazilian economy reasonably detached from external market

Brazilian economy is detaching from the external market. This is a fact.
Some years ago, any external turbulence happened in the external market would fall like a tsunami over Brazilian economy. It used to impact the stock exchanges, commerce, industry, services, etc.
Nowadays Brazil has a very strong currency, pays all its debits, has a very profitable stock market, developed managing techniques and capable professionals, what was very rare some years ago.
An evidence of this detachment could be clearly seen in the beggining of this year, with the results of some major players in banking market. The major one, Bradesco, is now worth more than Merril Lynch.
What is so amazing about that? As American banks' results were mostly covered with losses, Brazilian banks are overcoming historical profit records. It proves that, even with the world's greatest buyer in crisis, Brazilian economy have not got reasons to worry, but only to celebrate.
Advisors all around the world agree that Brazil is a very good place to invest. It may not be as profitable as Asia, but it is far safer.

quarta-feira, 13 de fevereiro de 2008

How to become famous

Yes, you read that! I will really give you the secret to be famous, even though I'm not famous myself.
Nowadays, multimedia resources are reasonably cheaper and their accesses are much easier than they were some years ago. Most people nowadays, regardless their social class, can make movies, record songs and even broadcast them anytime and anywhere through their mobile phones. The quality of the image and sound is raising and the prices of devices falling.
Other multimedia devices such as digital cameras and powerful soundcards are offering full HD quality for videos and allows people to make the sound of a whole band by themselves with their computers.
Think of how many local bands or internet stars you know. Think of how many non-talented people have become famous recently on the web just by daring to do something.
Based on that, I can suggest the following tips to become a local celebrity:

1 - You should have the right device for your target market. If you want to become a famous actor or comedian, you should have a video camera. In case you are a musician and wants to get famous, you should have a good computer, sound card and some input instruments or synthetizer. For other than that, follow the thought.

2 - You should be at least a tiny little bit talented. In case you're not, an overload of special effects and correction softwares won't help you very long;

3 - You should have something different. If you sound like consolidated artists, it is not likely that you will attract attention from people.

If you can fulfill all the requirements above, plus some effort, you can get a spot under the sun. Remember: In the times of free or nearly free media, the huge mass celebrities from the 90's have been being replaced by the local ones.

quinta-feira, 24 de janeiro de 2008

There is a pot of gold in the end of "In Rainbows"

Last year, the band Radiohead release the whole album "In Rainbows"on their webpage, where fans could download it and pay what they wanted for it. If you wanted it for free, you could get it.
The band did not publish how much they earned with it, but they probably got a very good profit, as everyone knew about that.
The most curious fact is that, when they release the physical record, it reached the top of UK and US charts, putting in doubt the importance of record labels for the whole process, instead of using a company only for production and distribution.
And it's not only Radiohead that is making money this way. Another band did an experiment quite like that.
Nine Inch Nails released their last album ("The Inevitable Rise and Liberation of Niggy Tardust), for free (in medium quality mp3) or pay $5 (for a high quality mp3). Nearly 30000 people paid for the high quality version, so the band got, so far, an income of nearly $150000. That's considerably more than they made with their previous album, what made them richer and their songs much more known, as a lot more people also downloaded the medium quality version.
But if you think that online marketing for music only works with well-known bands, you are mistaken!
In 2006, a band called OK Go, with a home made Videoclip called "Here it goes again", which was published on the web by accident, got more than 500000 downloads in less than a month, and it was seen more than some million times on Youtube.
The most unbelievable fact was that they won a Grammy in 2007 as best videoclip! How incredible it is for a home made video of an independent band, which did not have a label when released it, winning the most important worldwide music awards?
Open your eyes for brand new marketing strategies that are not only coming, but are already consolidated among us!

OK Go - Here it goes again:

segunda-feira, 21 de janeiro de 2008

A step back, many steps ahead

If you ask an American or Japanese middle-aged man what he likes doing the most when spending time with his family, what do you think he would answer? Barbecue? Picnics? Camping? Fishing? Maybe...but it is also very likely that he would say "playing videogame".

Something that was very unlikely some years ago, is now part of family routines: family gatherings for playing videogame. That all started because of a sales phenomenon: Nintendo Wii.

Nintendo reinvented the videogame approach by stepping back in technology and reinventing interactivity.

They thought that the main objective of videogame had been forgotten long time ago: fun! Lately, videogames have been more and more complex and demanded the player to memorise tons of sequences of keys and to use several commands at the same time, what used to scare women and older people.

What did Nintendo do that was so revolutionary? They invented a movement sensitive controller that is totally intuitive, and the player does not need to study commands and techniques before playing. It raised interactivity remarkably and improved interaction among players. For example: Instead of memorising a list of commands to make moves in fight games, all you have got to do is move the controller accordingly and the move comes out. How simple and brilliant is that?

The result of this revolutionary approach is reflected in numbers: Only in the USA, 6.3 million Wii were sold, against 2.6 Playstation 3 (which leaded last videogame generation) and 4.6 million Xbox 360. In Japan, the phenomenon is the same: 3.6 million Wii, 1.2 million PS3 and 260 thousand Xbox 360. One quarter of japanese players has a Wii.

Although Nintendo increased Wii's production twice, every single unit that comes to an american store is sold. Due to that, "the Big N" has become the second biggest company in Japan (Toyota is the first).

Nintendo proves that videogames should focus more on fun and less on technology, trying to recall the times where games were simple, but thrilling. Who would say they are wrong?

sexta-feira, 11 de janeiro de 2008

E-Commerce - Sales Increase Strategy

I am such an online shopping addict. So is a large amount of the Internet users.

An online shopping addict buys everything he needs online: from electronics to food. So do I. What are the main advantages of buying online?

1. It's practical.

You can just go to the webpage, click on the product you want, insert your credit card number and...voilà! The product is sent to you.

Another point is that it's easier to find the product you want. The sections are usually organised by a practical search criteria, which is much better than digging through dusty shelves in a physical shop.

2. It's cheaper.

This is the point where people disagree with me. They ask themselves: "If I pay for the product and the freight, how can it be cheaper?". This is simple. Although the customer is the one who affords the freight, online shops haven't got to spend money on a fancy physical structure nor on hiring many employees. So, with a small structure, you can sell a large amount of products, spending little on operational costs and being able to sell more for less.


That's the main point of this post. What can probably go wrong?
These last days, I bought several products online. Some were better than expected and some a lot worse. I will list the problems I had below:

1. Delivery time.

I bought from two different shops a book and a notebook computer.
This book is imported from the USA, and they promised to deliver in two weeks, which is a long deadline considering online buying. It's been one month since the purchase confirmation and I still haven't received the book. They send weekly status of the order to my e-mail, giving the same excuse: availability.
A rule of any kind of commerce, including e-commerce, is that, to keep your customer satisfied, you have to comply with deadlines. I was a regular buyer from this online bookstore, and I will no longer be buying books from them, considering they have no conditions to supply them on time. As in Brazil importers do not pay any import taxes for books, they should have shipped it through mail (which would take around a week to get here) or even through courier (which takes around 2, 3 days), if they wanted to keep the customer. The amount they would lose with these services is far below the money they could make with a regular customer.
The notebook computer was bought in another online shop. They informed the delivery date in one business day, and I bought it on a Friday, expecting to receive it the following Monday. Saturday morning, for my surprise, it was delivered! This was so unexpectedly good that, from this day on, I have become a huge fan from this store.

2. Page Complexity.

These past few days I realised something very interesting: Most online shops pages have not got efficient search engines, what takes valuable time to get to the products you want. And after choosing it, you have got to make a long registration and follow endless processes to finally place an order.
This confirms a study I have recently read: 95% of the online buyers give up the order during the ordering process. So, what actions should be taken?
Instead of focusing your page on gorgeous graphics and animations, focus your effort in having a clean, intuitive and simple page, with a very fast purchasing process. You should also give some special attention to your search engine, to make it as accurate, simple and fast as possible. If your customer can get to any product by two or three clicks and no difficulty, you found the yellow brick road to increase your sales.

From today on, due to my lack of time, the posts will be available only in English.