25 February 2010

Mapping Marketers: Godin versus Goblin - 2/3

This post is the second of a series of three in which I am trying to map WoW marketer strategies to RL ones based on two marketer blogs. The first part deals with the methodology, I put the data in this post, and the last part contains the discussion, limitations and conclusion.

I have found for each topic one quote from each of the observed marketers. These topics can be considered as my dependent variables, my independent variable being RL versus VW. I have divided topics into two broader areas: "Image and Communication" and "Anonymous strategies". I will refer to these areas later in the discussion section.

Image and communication

Topic Godin says Goblin says
Offering Gifts The key is that the gift must be freely and gladly accepted. [...] Plus, giving a gift feels good. in The hidden power of a gift In best case, giving gifts is just as good for the group as not giving. In the average case it produces some waste. In worst case: wastes all value. in Presents!
Donations I want to send you a copy of Linchpin (at my expense) three weeks before anyone else can buy one. [...] The first 3,000 people who make a donation to the Acumen Fund (at least $30) get one in Get a review copy of my new book all of the guys giving him [Kungen, a famous WoW guild leader,] gold are not premiere raiders wanted to get some tips [...] They were morons. in Celebrity
Celebrity Most marketers are opening acts. [...] Some marketers are rock stars. [...] I just went to see Keller Williams in concert. Without a doubt, he's a genius and a rock star. [...] If he was selling something, I'd buy it. in Opening acts and rockstars The celebrity followers are a masterpieces of stupidity. What does a goblin do if he sees a stupid? Takes his money! [...] The celebrity industry is a great indicator of human stupidity. in Celebrity
Sharing strategies Share your expertise generously so people recognize it and depend on you. from How to get traffic for your blog no one will teach you the recent business tricks, partly because you would use it against them, and also because they are usually immoral from Surgeons and goblins
Respect it doesn't matter who's "right". What matters is that giving people the benefit of the doubt and treating them with respect is not only more fun, it works better too. from You can always be mean later (respect works) I have no problem telling someone that "you are a useless dead weight and I want you out of my instance, idiot" from Women and hearts
Customer service Call your customers. Or write to them. [...] You'll end up doing a lot for your customers. Which is a wonderful privilege. Even for those that don't reciprocate. in Easiest cheap way to dramatically increase sales Standard M&S letter with the standard answer by Nicciter of Smolderthorn-US. Someone could make an addon to answer this automatically from Morons of the week
Misunderstanding It's almost impossible to communicate something clearly and succinctly to everyone, all the time. So misunderstandings occur. [...] If we're engaged with a stranger or someone we don't trust, we assume the worst. The challenge, then, is to earn the benefit of the doubt. in Benefit of the doubt he [another WoW marketer] offered a shady virus-ad [about WoW gold techniques], and when I declined that, he claimed that he's just been "misunderstood" [...] While this trick seems lame, I guarantee that it's not. Social people find it very hard to look someone's eyes and say: "you are lying!". They usually accept that "misunderstanding" happened. in No means no

Anonymous strategies

Topic Godin says Goblin says
Choosing a niche The reason you can make money in the niche pocket is that it costs far less to compete here. First, because there's less competition and the competition is less fierce, and second because it's cheaper and easier to reach your target market because they're choosing to pay attention. from The long tail and the dip The best things about niche markets is that no one cares for them. You mostly run without any competition. So you can list lot of items at once without fear for undercutting. [...] If you find a niche, go for it. It's all yours. from Niche markets
Niche size It's entirely possible that you will choose a niche that's too small. It's much more likely you'll shoot for something too big and become overwhelmed. When in doubt, overwhelm a small niche. from Make the world smaller If you need a better item, you may find a niche producer who sells a high-end product. Unfortunately they are extremely expensive, exactly because they have to make profit from a smaller customer base. from Premium products for valued customers
Monopolies There are three things that led to the monopolies we now enjoy:
1. The FCC limited the number of TV and radio stations in every market [...]
2. Copyright ensures that we can charge a lot [...]
3. The limited number of physical distribution outlets [...] guarantees that distributors with clout get more shelf space.
from Monopolies seven years later
There are some cases when the monopoly works.
* [...] If you are the only one on the server who have the recipe [...]
* The market is about to shift, usually because of a patch. This case the "monopolist price" is actually the "new market price". [...]
* Market of the fools: you can be a monopolist if your buyers are plain idiots.
from Monopoly
Unanswered demand if all I want, the only extra, is for someone to be nice to me when I visit your business, how much extra does that cost? [...] I think there's a huge gap between what people are willing to pay for nice (a lot) and what it would cost businesses to deliver it (almost nothing). Smells like an opportunity. from How much extra for nice? most of my profit comes from "top-scanning": seeking items that are mostly overpriced. If the auctions of item X are listed between 150% and 999%, then it's an item with increased demand. I find a way to supply to this increased demand. I find a way to craft the item in need and sell it in this boosting market. from Invisible Hand
Forcing consumers People don't adapt to what you make, they adopt it. They can't be forced to adapt, so they won't. from Five common cliches (done wrong) We must keep in mind that we are not needed. So we can't dictate prices. Our items may be wanted by players, but they can live without it. from Unique rules in WoW economy

You can read the discussion, limitations and conclusion here.

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