Tag Archives: Damen

The art of marketing

The art of marketing is not new, it is often not understood (even I doubt whetheer I know what they talk about), even more often the people who do the marketing are clueless on what exactly they are doing but they are doing something and that counts according to their needs.

It all started as I made a stop at ‘SuperYachtWorld’ what they would call the ‘the global magazine for superyacht owners’, Now I am not one of them, I do not even own a tinny, Yet I was on that site for a reason, Lurssen and Damen were producing new ships, I was curious as I used to have Damen as a neighbour (of sorts) and I was curious about his second SeaXplorer sale, a 75 meter yacht. I was curious about his dinky toy. Anyway, the article was nice and ended with “You can read more about EYOS Expeditions in the forthcoming issue of SuperYacht World, which publishes tomorrow“, I do not know whether I will buy it, I was just curious, so I decided to click the link ‘subscribe now’ I was curious on how much such a magazine costed. The next is much funnier in graphic form, as you see, I am showing you the first two pages (of the buy a subscription), and explain to me how I can ‘subscribe’ to ‘SuperYachtWorld’? Now, the subscriptions was not really sincere, I merely wanted to find out how much a magazine would cost. Yet the foundation of digital marketing is seen right here. No matter what you can sell, sell it as soon as possible, they merely forgot to give ‘SuperYachtWorld’ the benefit of whatever they wanted to sell.

Or perhaps something else went wrong, but that is the foundation of digital marketing. I even tried the search option, but alas ‘SuperYachtWorld’ was not recognised by Magazinesdirect.com. There are at least 4 flaws in the digital marketing at this point, lets numbers them

  1. Magazine link did not work
  2. Alternate link should mention ‘SuperYachtWorld’ first, or start with a link to that magazine
  3. TI Media Limited (the people behind MagazinesDirect.com) should have spacing before they start their marketing of their magazines.
  4. After the MD dot com element there was a whole part of empty white, after which we got the magazine issues, there too was a ‘subscribe to the magazine’ but that gave a 404 error which is error number 5.

I can go on for a little while longer, but I would think that a magazine who deals with customers dealing with items worth millions of dollars would be a little more finicky, it is the consequence of digital marketing, it’s a cavalier attitude to ‘We will fix it on the flip side‘, I was just so surprised to see it in this area. Ships captains are at times as anal as it needs to be and on the ocean there tends to be no time for ‘Oops, will fix that on the flip side‘, at that point it tends to be too late for that. Feel free to ask the Captain of the Herald of Free Enterprise, which was Captain David Lewry, there were apparently three warnings, the third warning was covered with a (according to magazines “they were busy, go away“, as such 193 lives were sacrificed to the Channel where temperatures of the water were -3C, so there. The entire event took less than 4 minutes. Yes, on Friday 6th March 1987 we learned how disastrous ‘We will fix it on the flip side‘ can be when it involves boating. Digital marketeers will go with the assumption, ‘When we make mistakes it does not cost lives‘, yet is that true? Now consider me a winner of the lotto (I am not, do not worry) and I wanted to read that specific article because I had money for a Damen Ship of 95 meters (again, I do not, so do not worry), now we get into murky waters, the short-sighted view of one limits the access of many, that is actually why I designed the 5G changes as I did them, that is why I came up with a different distribution system, one that is for the small businesses, that is why I came up with the Stupid Smart Device, it fit the needs we will see in 5G because as speeds go up, time becomes more and more a straight pass through of ‘Time is Money‘, who was up to speed? The person selling his wares will be up to speed more and more and that is why changes will push through faster and faster, Places like Google Ads, will require a stranger selling point and when the changes can be made immediate, the term of time is money will be a stronger stage in all this and that is why I decided to go after the 400 million small business owners, they all want to be on the 5G horse as fast as possible, they will drive the next changes even more than those people in telecom will. They are still twisting their thumbs on what to do next and soon enough that system will change, but not today, Places like Google and Huawei will need tome to set a new stage where the Telecom operators are the followers, no longer the deciders. As they are all in the hurry to make deals as far as they can they are 4-7 iterations behind, my IP will optionally change that.

Because by the time you check, ‘SuperYachtWorld’ are most likely, not updating their website, so more likely than not you and Damen miss out on changes, I designed my system to be depended on the two elements that drive marketing needs, the person selling and the person buying. Too many digital marketeers are about ‘I am in the middle, I know when it is right‘ Yet a decade in software sales told me that the Marketing person is the person inhibiting supports (hence diminished sales) because they want to sell it ‘Now!’, they give some response on how it is all with the ‘shareholder’ yet the shareholder does not realise what they are in for by selling a solution that is only 80% complete, the maker knows when it is ready and that is the moment that the buyer wants it. Should you doubt this, look at places like Ubisoft (Breakpoint) to see that part! TechCrunch had a good article on that (at https://techcrunch.com/2016/07/14/the-3-biggest-sales-mistakes-enterprise-software-companies-make/)

  1. Good product-market fit is not good enough

Yes that is true and we see a good explanation on that, I fought a few iterations of that battle with my bosses, because I was always service minded. Yet they were all sales people, they never got it. The article givers an example of ‘are still challenged with sales cycles longer than ideal‘ OK, that is fair enough, yet I countered it in my solution to be able to set the force of changes when the salesperson thinks it is ready. In addition, a sales cycle should be zero, when the person comes into the shop that is when he/she wants to buy. Yet I know that this is retail thinking, but is enterprise thinking not merely a large customer that comes in now? I get it there are other options and this person wants to buy the best solution, so he is seeking, but that is marketing, not sales. Marketing makes sure that they sell on paper what the salesperson can sell for a price (OK, I get it, it is a self-denying truth) but that is how I roll. We need a solution taking marketing out of the loop, if time is money, marketing is the delay in this, and optionally it needs to be sales driven, when YOU can sell.

  1. Are you competitively disadvantaged?

Nope, my solution came up with the standard you sell when you are ready to sell, and you are not disadvantaged, you merely focus on those who want your product in your neighbourhood. We also get “80% of on-premise software vendors operate a channel program to enable other companies to sell their products, while only 20% of SaaS vendors operate similar programs“, it is all about the stage of selling, and tho whom you sell, a lot of the sales systems in place are marketing driven, so when we change the view of marketing we tend to change the view of sales. It is hard to explain, so let’s get back to boats.

When you see the image below, we see a solution of where the other ships need to be, but we forget that the setting is that we are losing 2 out of 4 sales options, if marketing was on the bow of the ship, he could have guided those two additional sales towards THEIR solution, and in the 5G world that solution starts taking shape, software vendors go from tall order to tall order and at that point forget the 4-9 customers they could have gotten by adding their solution to the front of their convoy, looking for the small enterprises. I decided to change the wheel and the steering of such solutions. There is no competitive disadvantage; there is merely your own advantage and how quickly you can turn around sales.

  1. Bad timing — outta sync, outta luck

I never got that part, ‘sales cycles’ are basically whenever the customer comes to shake your hand and you get to explain on what solution you sell, or basically the customer wants to buy and you either have what they want or you do not. And in a marketing solution where YOU are the solution applicant, it is easy, you have what they want or you do not. At the very end of that setting we see: “and most important deals, people skills are ultimately at the top of that list” is the part where we need to focus on, because only you can sell what you sell. In the end that is YOUR power and there are 400 million small business owners that relay on that believe I merely gave them a clear solution to talk into. The rest is up to them, at their speed with their options at their fingertips.

It was that simple!

The art of marketing is not some solution that one person, or one through gives out, we see too many times that the small business units feel that they are told that they are competitively disadvantaged and they took that as some truth whilst they merely wanted to sell, I am setting the stage where they get to prove it, they get to prove it the moment they get to 5G, the game gets to change, let’s see who is ready for that. Now I need to add a part, I am not taking marketing out of the equation, I merely placing it where it needs to be, before the sales cycle, not part of the sales cycle. For the small business owner that is the game that counts, IT forgot about that part and it is time that we recognise that, and fix it, because in 5G Time will truly be money and every delay is a sales opportunity missed.

 

 

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Change is coming

Well, actually change is always coming, some in the form we know, some innovative new and sometimes change is of a very different variety. We already knew that the Americans weren’t too bright when it comes to trade wars, and the one that is getting fuelled here is definitely a wrong one. Yet it is not about that trade war and it is not in the billions of impact that the war will have on consumers. There is a second war brewing. One that Europe and America were not ready for, one they did not prepare for. It is a new armistice race, they were not prepared because it is not the high technology they usually deal with, it came from the lower regions. Yet let that not underestimate the stage. Two players in that stage are Fabrique Nationale Herstal, established in 1889. Less than a 60 years later They would produce the FN FAL, a rifle used in over 90 countries, in that same year the final push was made for the FN MAG, use in over 80 countries. These weapons are even today lethal and can go up against the most modern side arms. One factory created two behemoth successes, merely two of dozens of weapons that are regarded as a top quality arms. Yet, it is not about FN Herstal. It is neither about the long term number one Heckler and Koch was founded after WW2 and soon became a success story in several fields surpassing FN Herstal, yet these two are not facing a new competitor. Both FN and HK face a rather troublesome future. You see, they are stopped by all these political Human rights laws and whilst we get the need for Human Rights, the people in there seem to have a view so altruistic that it also kills commerce.

Number three is delighted, SAMI, or in its full name the Saudi Arabian Military Industries, is about to equal and surpass in less than half the time that the previous two required to get established. All the data on patents, technology and deals with Boeing, Lockheed Martin, Raytheon and General Dynamics, as well as partnerships with Thales and CMI Defence opens new doors, doors the other two were barred from. SAMI is now in a position to surpass both and become bigger then the two earlier mentioned combined. In 2017 SAMI got Andreas Schwer (former boss of Rheinmetall AG) and the man has not been sitting still. At the same steps we see Neom growing, we see the mandate of SAMI to create 40,000 jobs by 2030 and it seems that SAMI is ahead of that curve too. With all the issues playing in Asia, Africa and Latin America SAMI has created the stage where they can outbid and surpass all expectations from the buying companies. It goes beyond the assembly of 150 Lockheed Martin Blackhawk helicopters. With the partnership with Navantia less than a year ago, we see the additional growth sectors in Latin America pop up, yes, it is all new, it is all change, but not the change you would hope for. We might see shunning of arms in America, but it remains a large export business, one that is now getting pushed to the side by the Saudi Arabian Military Industry, and it is not stopping. As the links with Navantia matures, we see the option to cater to the needs of coast guards on several national levels and these are not the small players. Some might have noticed the small mention of ‘Offshore Patrol Vessels Market 2024: New Business Opportunities for Manufactures to Upsurge in Coming Years‘, yet Navantia and therefor SAMI are in the thick of that part of the equation, growing faster than anyone took notice of. We might look towards the Dutch Damen, Australian Austal and Turkish Dearsan, yet they all have the same flaw ‘each player can deliver few numbers of OPV‘, Neom city changes that premise as it has a massive chunk of red sea at their disposal, basically SAMI has the option of building space well over 5 times the combined spaces that Damen, Spanish Navantia and Dearsan combined have. It changes the equation a fair bit. It sets a different market premise; it took slow growth of 130 years for FN Herstal to get where they are now. It takes SAMI 12-15 years to get that same stage, more important it seems that tall the contracts and memorandums out there gives SAMI a much larger option to grow and more important a lot more industry to bring home through export, another promise made by Crown Prince Mohammad Bin Salman Al Saud delivered in advance of the date he wanted it to be. CEO’s and goal driven executives all set in a stage to exceed expectations. It might be fuelled by oil, but more important it is fuelled to success whilst the EU is making more and more issues on exporting all kinds of goods and the US – China trade wars are not helping. In addition the news quotes like “Europe must develop a much stronger common approach to the new 5G technology to make itself less vulnerable to security risks“, which sounds nice, but I already saw two elements they overlooked and my IP pushed a solution, a solution they are not ready for and seemingly Google is less and less ready for making Huawei the only remaining player and Saudi Arabia has a lovely deal in place. You see, that premise of 5G with ‘to make itself less vulnerable to security risks‘ requires 5G to be firmly in place and whilst we see delay after delay Saudi Arabia keeps pushing communication and other solutions forward implying that they are setting a much larger stage creating new technologies for other regions and in that the other players forgot one interesting side effect. Any stage of armistice and war requires communications to be upgraded and Saudi Arabia can deliver that too. It is there where we see a larger change and a larger group of options for Saudi Arabia. Walid Abukhaled, CEO of global defense and aerospace corporation Northrop Grumman has created a stage that is approaching a global one all from the comfort of Riyadh, Saudi Arabia and whilst the rest is bickering over scraps of food form the European table we see an entire industry growing silently day by day to almost exponential proportions. An interesting part that can be verified on several levels and the news and the European media remain oblivious to that part.

The Arab News states that he ‘aims to export weapons‘, I believe that SAMI has progressed a lot further, as I see it they are almost ready to implement defense solutions on a global scale, and this includes defense systems to several nations that Europe refuses to talk to for whatever reason. This goes beyond what we see in the Arab News (at https://www.arabnews.com/node/1547956), it goes beyond ‘electronic warfare and cybersecurity‘; it goes beyond the mere operational stage, beyond the educational and implementation stage. Together with General Authority for Military Industries (GAMI) they have created a new wave on a much larger scale than we have seen before.

Good business is where you find it and it seems that Walid Abukhaled is currently finding it everywhere.

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