Bill Gates Does Touch Wall Demo For CEO's

I guess it is always more effective when the CEO of one company speaks to others like him, rather than the typical sales person. Bill Gates pulled off the Touch Wall demo with the precision of the Microsoft giant that he is. Although haunted by news that he is to be soon-to-be-retired chairman - being a has-been does not seem to be affecting Mr. Bill Gates.

His demo of Touch Wall was pretty good. In fairness though, the product is amazing. An offshoot of Microsoft Surface, Touch Wall includes special software plus "some scanning cameras down here at the bottom, so whenever I go up to it and say just touch it, the software will notice that, theoretically," Bill Gates said so himself.

He also spoke about another related product in Beta News:

"I've also shown here the RoundTable, which is the videoconferencing thing that takes the entire view, the 360-degree view of everybody in the room by using multiple cameras, and creates that teleconferencing interaction that's far, far better. That's a new type of interaction," continued Gates.

Now emerging on the horizon, he said, are "little thin, tablet-like computers that have both the pen capability and that finger touch...and you'll be able to switch back and forth between those."

Gates told the CEOs he ultimately foresees vertical and horizontal natural interfaces of various sizes appearing almost everywhere.

"This idea that you just sit there and interact, touch, you don't have to learn anything, that naturalness really draws people in. So, it's been a strong success so far, and that form factor is going to get cheaper and smaller," predicted Microsoft's chairman.

No wonder he's the genius behind Microsoft - how else do you sell something that would be this expensive? I mean come on who else could possible afford it. I certainly wouldn't but my CEO, yes he will. Now that's marketing to a target audience.

Organizing To Launch A Lead-Generating Campaign

Before launching any lead generation campaign, make sure all involved teams are on board and on the same page. The goals should be clearly defined and applicable to the different parties. The strategies should be in place to effectively be geared toward this similar goal

To start off, the campaign flow should be outlined carefully. Where does the process start and how will it end? How will you define its success or failure?

- Correlate the promotional material, collateral to be used with the goals

If the goal is to increase leads online, then the promotional material will be correlated to this goal. Most if not all efforts will then be concentrated online. You can start with search engine optimization (to enhance sign ups via the website), email campaigns, online linking campaigns and even search engine marketing if you've got enough money to play with

- Identify different response mechanisms

How do you want people to respond to your campaigns? Will there be a hotline number or d you want to course all campaign responses through your website or maybe a particular email address? These should be outlined carefully so your teams will be well-prepared to entertaian in-coming prospects and follow through on possible sales.

- Define the marketing message in line with the goal

Position the goal of your messages in the collateral in such a way that it will not be drowned by other content. Make this the focus of the entire piece. This should be the same for all pieces and for all campaigns if you're doing multiple campaigns at the same time

- Ensure that the user makes the most of your campaign

For the campaign to be effective, the user has to enjoy the experience. The campaign should be targeted enough to be appreciated by the right market. The flow of the campaign from ad to landing experience to response acceptance should be smooth and directed towards the goal.

Once these steps are properly outlined, the campaign should be able to push through without a hitch. These are macro perspectives of any campaign and not designed to sweat the small stuff. But once these are in place, the details will fit perfectly like pieces in a puzzle.

Ready, Market, Shop! Holiday Shopping Statistics

4 out of 10 will reduce spend of the holidays. However even if Americans are projected to spend less this holiday, total revenue as a result of gifts purchased expected to remain the same compared to 2006 according to 22nd Annual Holiday Survey

Areas where spending is likely to be down include home improvements, socializing/entertaining, charitable donations, home/holiday furnishings and non-gift clothing. However, people intend to buy an average of 23 gifts this year - highest over the last 6 years, with women planning to buy more. Older consumers (61-74 years old) plan to spend more than a quarter more than the average consumer.

The backdrop to these spending expectations:

• American consumers are less optimistic about the economy, with only 57% of consumers surveyed saying the economy will improve or remain the same next year.
• However, the vast majority (85%) say they feel secure about their jobs, which is about even with last year.

What does this mean for businesses?

• Would be best to capitalize on the status quo and generally compliment existing product lines with what consumers are most likely to buy or are interested in buying.
• Marketing campaigns should be geared towards the holiday season.
• Management should be aware of the trade-offs of the season: exchanging cost of offers for more volume sales resulting in hopefully more absolute dollars at the end of the day.
• Target markets should be considered carefully in accordance with product offerings. In this case though, the more mature market will likely be competitive

Marketing And Finance Cease Fire (Part 2 - 4 Steps To A Resolution)

Finance, while always aiming for top line is also much concerned about the bottom line as well as close measurement of returns on each type of spending. This then manifests in their desire to make sure that marketing is bridled and audited to properly show returns. This is where the marketing's planned projection comes in (also termed marketing budget, marketing plan). It will be a little more complicated and will necessitate the following characteristics:

1. Reflect core business perspectives - The requirement of each marketing campaign must align with the business itself. Branding will go hand in hand with lead generation efforts or the campaign is merely marketing faux - a feeble imitation of a campaign that will only ruin user experience (confuse prospects and mislead potential clients) as the company's overall brand is inconsistent with the marketing efforts. If you're company wants to be the classy chick in the bar then allocate time, budget, effort and marketing design that suits this image.
   Marketing communication to Finance: Align marketing spend with expected incoming revenues. Where possible, equate spend as a percentage/ portion of what is to be expected. Quantify in dollars generated the multiple effects of one campaign. How many additional leads will this campaign generate as a spill over? How much more revenue will it make in this related revenue stream?


2. Consider timing - Revenue generating campaigns in marketing aren't instant success stories. More often they have a cumulative effect that will be seen over a period of time.
   Marketing communication to Finance: Commit to metrics that can quantify success or failure. Apply IRR (Internal Rate of Returns) calculations to arrive at expected long term revenues in the context of current performance. Where possible use Finance jargon as well - they'll appreciate that too.
   
3. Don't put all your eggs in one basket - avoid allocating the entire budget to one or two marketing efforts. Although it is wiser to specialize and perfect one campaign than to launch a dozen mediocre ones, take the opportunity to explore and test other activities. These will serve as fall-back mechanisms should campaign efforts be hindered by technical issues or natural calamities that may be beyond your control.
   Marketing communication to Finance: This is a tough one as finance by the very nature of that function will always require returns on any allocated spend amount. In this case, commit to returns on any test campaign - even if it is just enough to break even with the cost. Never commit to making a profit from it though. Keep the spending to a minimum at all times. And when possible, assimilate the cost into existing marketing efforts.
   
4. Be realistic - Market research is vital to any campaign. From the point of product or campaign development (so called marketing reconnaissance), to tracking and monitoring campaign performance (this might also be termed the point of auditing). Marketing efforts and projections are more solid when grounded on baseline data. The results or revenues expected should be proportional to the allocated marketing budget as illustrated by data that has (at the very least) already been achieved.
   Marketing communication to Finance: This will be a conservative projection, but it will be real. Finance professionals are more likely to lean towards conservativism. Marketing spend is not just an activity that takes place in the present, it is an investment in the future. The revenues will not come back at once, but over a period of time as explained in point #1 - timing considerations.

Finance will be able to understand the metrics when it is properly presented. Finance after all is the mother of all mathematics in any given company. However onus is still on marketing to relay the adequate key performance indicators (KPI's) of each campaign as well as the management information to fuel the continued support.

In sum, marketing campaigns have an overriding effect. It can impact various audiences and create elements that will generate a spill over towards other goals (such as brand awareness) and other revenue generating streams. But this will occur over time and not instantaneously. Finance will need some help to understand that.

Oftentimes, Marketing and finance don't see eye to eye because of the nature of their functions. But that doesn't mean they can't get along. The key here is communication. Even if it means marketing will have to speak the terms of finance in order to relay the need of the campaigns and finance will have to understand some marketing concepts in order to understand and be able to justify spend - the knowledge transfer will be worth the effort.