Marketing murketing

Ever heard of Brian Halligan? Maybe not, but you’ve probably heard of HubSpot, especially if you are involved in any sort of new business venture.

One of my friends has an internship with a start-up company this semester. This morning she was telling me about this great new marketing software that she thinks could be really useful to the company, called HubSpot. I decided to check it out.

Woah, hang on. Is this Rob Walker talking? This clip looks like it is the video complement to Walker’s book, Buying In. In fact, it seems as if HubSpot is murketing in action. As Walker predicted, perhaps companies are starting to recognize and capitalize on murky marketing tactics in this ever changing world.

Yet, as HubSpot suggests, this may not be such an easy transition for some companies. HubSpot operates under the principle that “outbound” marketing, which involves interrupting the potential consumers’ daily lives, is no longer effective. Walker would call this “traditional” marketing. HubSpot identifies outbound techniques as cold calls, tradeshows, direct mail and seminars. HubSpot claims that these techniques are no longer effective, because of changing technology which creates barriers to their access (caller id, spam blockers, TiVo, SiriusXM Radio) and new technology which is more readily accessible and user-friendly (Google, Facebook, Twitter, blogs).

HubSpot also suggests that perhaps we are just simply sick of these interruptions.

Thus, HubSpot promotes “inbound” marketing. What exactly is inbound marketing? It involves conversing with the consumer rather than interrupting the consumer. It entails adapting to and entering into the ways in which Generation X interacts and learns. Thus, inbound marketing involves integrating search engine optimization, social media sites, blogs, etc. in order to relate to potential consumers. Inbound marketing requires becoming a part of the every day life of it’s target consumers. HubSpot is sure to emphasize that this can be a daunting task, as the new marketing world is vast, complex and interrelated.

HubSpot’s website explains:

“It’s time to reshape the way we think about marketing. Stop pushing. Start attracting. Stop interrupting. Start engaging.”

How, exactly are companies supposed to do this? Ah, that’s easy. Simply buy the HubSpot software. Duh.

“HubSpot’s Inbound Marketing Software gives you all the tools you need to make marketing that people will actually love – earning quality leads and loyal customers in return.”

Essentially, HubSpot is turning murketing into a product.

Fancy that.

HubSpot’s software includes blogs, website management, SEO (search engine optimization) tools, prospect intelligence (“lets you know if a company is visiting your site without filling out a form”), marketing analytics, competitor tracking, blog analytics, email management and lead intelligence (“understand how your leads are navigating your site for more informed sales calls”), among others. These tools fall under three different categories of the software, “tools to get found,” “tools to analyze” and “tools to convert”. How much does this all cost?

Up to $700 a month for the “enterprise” plan. Ouch. Yet, HubSpot appears to be a rapidly growing and readily successful company.

Perhaps murketing is worth the cost.

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Lime green undies

Vacationed in Nantucket this summer? Perhaps you came across a tall blonde girl clad in lime green undies with a pink stripe at the top. Perhaps you also encountered a large group of high school or college aged people receiving this undies, putting them on, and taking a picture. Seems like a strange thing to do on a summer vacay but hey, you never know these days.

What are these undies all about? That is exactly what the clothing line, Jack Wills, wants you to ask. And nope, Jack Wills is not a lingerie or undergarment store. Rather, it is a British store known for its preppy, boarding-school image. Urban Dictionary explains Jack Wills as,

The Quintessential British Preppy Brand
A clothes brand, the british alternative to Abercrombie and Fitch but much more exclusive to those who can afford it. JW has a rock solid, traditional British heritage, inspired by vintage sportswear, beachwear and classic British public school style. It is the epitome of British preppy cool. Customers who are mainly sloanes and preps are unarguably beautiful and sexy. They are the popular guys and girls in class. They are confident and they ooze effortless style. They adore a hedonistic party. And they are ever so, ever so laid back. It is the complete opposite to anything remotely chavvy such as adidias or lonsdale.

What is a sloane? Or Lonsdale? Really, it is irrelevant, because Jack Wills has turned to a new market. Who other than the young, bold, Generation X, right here in America? Let’s take a look…

Seriously, this video might as well scream murketing. I mean, who wouldn’t want to be a JW Seasonnaire. They definitely got me on board. An internship to live at the Jack Wills house, in beautiful, sunny Nantucket for the summer? (There’s a Jack Wills house?!) Opportunities to party in LA and the UK at a sponsored party? Handing out neon underwear on the beach all day? (Admittedly, this part could get a little weird.)

But, you get my point. Jack Wills is targeting their new potential consumers at all angles, including plopping themselves smack down in the middle of arguably one of the preppiest places in the U.S. and claiming it as their murketing territory. Wealthy, preppy summer vacationers are exactly the people Jack Wills hopes to gain as loyal brand wearers.

Even further, Jack Wills is encouraging these potential consumers to work for, and with, Jack Wills to promote not only awareness but also a certain image of what it means to wear the brand. By inviting these adventure-minded, party-ready young adults to “work” (walk down the beach all day) for the brand, Jack Wills is not only marketing to those the workers will interact with, but is also using this internship as a platform to attract and entice people to be an integral part of their brand image, and thus create an intimate bond and loyalty to the brand. By allowing consumers to be a part of the process of marketing, Jack Wills is capitalizing on Generation X’s desire to be active consumers, directly involved with the brands they choose to be part of their identity. Those who work for the brand will most likely feel very connected to their lime green undies.

If you ask me, its genius.

(And what, by the way, has Jack Wills been up to in this colder weather? Ah, it has smoothly transitioned from summery Nantucket to sophisticated Newbury Street, sponsoring an “exclusive” party to celebrate the opening of the new store. Check it out.)