Start thinking like a publisher or a socializer…


At recent Internet & Technology Summit, Keynote speaker Mike Volpe, VP of Inbound Marketing @, presented “The Future of Marketing”.

Mike wrapped up his presentation with the following two points:

  1. Stop thinking like an advertiser or marketer
  2. Start thinking like a publisher or a socializer

After hearing this, I thought of a recent email I had received from Perry Ellis. I am subscribed to the Perry Ellis newsletter, because I shop at their store and I like the fact that they honor mobile coupons. Their emails generally contain a deal of some sort and when I bring in my Iphone with the email, I get the credit. I don’t have to print anything (saving paper and the environment) and I don’t have to remember to do anything (since I always have my phone with me).

Last week I received an email from Perry Ellis which was encouraging me to write a blog post about a specific topic. Perry Ellis would profile me on their blog if I was selected (15 minutes/seconds of fame). What a great way to generate original content!

It didn’t occur to me until I saw Mike’s presentation that Perry Ellis is a clothing designer, not a publisher. Yet they have changed their shift, to become engaged with their customers and create a community around their business. They are publishing real, valuable and appropriate content all the while engaging their customers to socialize and build a strong fan base.

Whoever thought that your customers would be able to deliver your message so strongly. Actually who else is more qualified to know and understand your brand than your own customers.

Great Job Perry Ellis!

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Published On: Aug 31, 2009