New Names for Old Ideas

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-904112.mp3

New Names for Old Ideas, by John Malmo.

Memphis, TN – Somebody's always coming along and putting a new, sexier name on an old idea and wowing everybody. A century ago, Rosser Reeves created a concept called the Unique Selling Principle. Fifty years later, two guys renamed it Brand Positioning. Same principle, new handle.

Businessmen always have used zany stunts to promote their companies. Forty years ago, the same brand positioning guys named such stunts guerrilla marketing. Same principle, new name. Right here in town, somebody's holding yet another guerrilla marketing seminar.

You don't need a seminar. For decades on Main Street, Planters Peanuts dressed a guy as a peanut who handed out free samples. Fifty years ago, the owner tooled around in an antique car with Yellow Cab plastered on the side. Forty years ago, we made snow for Christmas in Overton Square. Guy walked around New York shouting "Hall's Breezers!" and got a 150 million internet hits. Joe Savarin kept Blue's Alley by hanging a sandwich board on a guy in a tuxedo to lure passers-by.

This stuff's easy. Carry a stack of coupons and and them out everywhere you go. Buy a 24-foot blimp with your name on it. Send a guy out as a chocolate-covered strawberry and call the TV stations. Do something. Anything.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King- go to http://www.johnmalmo.com.