Can a buzzword create a new definition for marketing?
There are two examples of new buzzwords that I’ve been exposed to recently and they both seem to be making a bid to create a new definition for marketing.
Long Tail
Slivercasting
Long Tail showed up last year as Wired magazine popularized the phrase to refer to the large number of specialized offerings that in themselves appeal to a small number of people, but cumulatively represent a large market that can be easily aggregated on the Internet. Plotted on a graph along with best sellers, these specialized products trail off like a long tail that never reaches zero.
Slivercasting made its debut in a New York Times article last week but it seems to be just a reincarnation of the narrowcast strategy that’s been employed for years and talked about at length by Patrick Byrne of Overstock.com on StartupNation Radio.
It makes me wonder, though, if there is any potential to become a thought leader simply by coming up with a catchy buzzword phrase? Can a person create a business out of such ether?
Let’s give it a whirl. C’mon – make something up & define it. We can launch the thought right here at StartupNation.com (could there be a more appropriate place?) And take it to market!
How crazy creative are you feeling right now???
March 15th, 2006 at 5:21 pm
This sort of reminds me of the "sniglet" phenomena… back in the day.
Like "thunderbergs" are those big ice chunks that cake up under your car after a snow storm.
Anyone want to team up?
If someone has an idea of a market phenomena to define… I’ll try to come up with a matching sniglet.
March 15th, 2006 at 5:29 pm
As I am a big fan of William Safire, I love this exercise.
I think "buzzwords" have their place and can be very useful in propelling an idea, product, concept etc into the mainstream…I loooath when it becomes overused and part of the vernacular past its prime…remember how long it took us to stop saying "push the envelope" or win-win or value add? After a while a buzz word can smother your message.
Anyhoo, what do you think about the phrase "Ring Fence"?
In my wacky mind, this is a word that refers to taking a group of people within a company (think tank types) and "fencing" them off from much of the buracracy and red tape that can sometimes impede creative thinkers. Or you could apply it to a concept or product idea that , again, may not be able to go through the same established rigors that the company usually takes to develop and approve something.
One reason, I don’t exist within a heavily structured environment at the momement
So there you have it: Ring Fence.
March 15th, 2006 at 5:32 pm
Oooh Matt, raising my hand. Ok…what do you think about the phenomenon of re-tired boomers either re-entering the workplace or starting their own businesses?
March 15th, 2006 at 6:27 pm
That’s either a Boomerang
or an Untire.
March 15th, 2006 at 6:29 pm
Eww! Here’s another one.
The art of coming up with buzzwords that describe the latest advertising and marketing trends…
Fadvertising.
Ugh. That sounded better in my head.
March 15th, 2006 at 7:13 pm
Untire…he said untire…hee.hee.
So did Petco already come up a buzz word "Pet Parents"…what [i]do[/i] we think of the phenom of "furry kids"…lol
March 15th, 2006 at 7:21 pm
Furry Kids is awesome!
I am writing this with my golden retriever, Lady, lying at my feet. I must move my toes every so often to qualify as petting. If I don’t, she’s up and nudging my arm. (That explains the typos.)
My wife and I also have two cats.
And have started referring to ourselves as "mama" and "papa" even after promising not to turn into "one of those people."
March 15th, 2006 at 9:07 pm
Matt, please forgive me, but visit http://www.the-petset.com and view our gorgeous Golden Retriever!
We have not done cats yet, because I don’t know how to get in to the head of a cat!
I have heard someone refer to me as "mommy" (I don’t have kids) is that a bad thing?
But Matt, has Petco gotten this covered or is there a new Buzzword?
March 16th, 2006 at 5:38 am
Oh gosh, Kim.
I don’t think you want to get in the head of a cat. We have a princess and a total nut. If you can figure them out, more power to you.
I have not heard that furry kids used by Petco.
On which page is the retriever? I couldn’t seem to find him/her.
Matt
March 16th, 2006 at 8:54 am
Matt, our golden Abby is an arm nudger too. You have to be careful she doesn’t nudge your elbow at the dining room table when you have a glass or fork in your hand.
March 16th, 2006 at 8:58 am
Ah yes. The arm nudge.
We call our girl: Lady, the love slug.
March 16th, 2006 at 9:00 am
Abby absolutely loves this business startup thing. She’s had more overnight visits to grandmas in the last 2 months than she’s had in years. She goes nuts when she sees the doggie seatbelt come out. That means "car ride"!
March 16th, 2006 at 9:42 am
Matt/Steve,
Have you heard of The Labrador Lean? My lab will lean into me so hard when I am petting his flank that he almost knocks me over.
For Golden Note Cards, scroll over to the Correspondence button up at the top and you will see "Note Cards".
March 16th, 2006 at 10:05 am
Kim–
That is so cool!
I just sent the link to my wife.
Matt
March 16th, 2006 at 10:41 am
Thanks so much Matt…now did we come up with a buzzword? Have we risen to Joel’s challenge? lol
March 16th, 2006 at 12:06 pm
How about "E-GOTs"
A new buzzword for people who easily get off topic.