One of the big rallying cries of marketing over recent decades is to Stand Out. Stand out from the crowd. Stand out and be heard. Differentiate. Think different[ly].
In the relative mundanity of the physical world, that’s not so hard. Round corners, unusual designs, and a bit of the old shiny often does the trick. If that doesn’t work, well sex generally does. The keystones however are the different, the innovative, the unexpected, the unusual, dichotomies. And then you bring your brand or product to Second Life.
In Second Life, the Linden Estate (the mainland in local slang) is a welter of everything you want to be to make your brand stand out. Different, innovative, unusual, paradoxical.
Why would you think your shoe with its air cushion and LED strobes is going to stand up when people are walking around with rockets, sharks and ferrets on theirs? With fuzzy dice, rocket launchers and built-in fish-tanks (wet bar optional).
Will your ’70s retro-iconic brand image stand out when a goodly percentage of residents already resemble your innovative concept? Big? Second Lifers make it bigger. Shiny? Second Lifers make it shinier. Weirder and more out-there? Second Lifers corner the market on weird.
Faced with this sort of thing, it all might seem a little daunting. What do you do? What you already do in the physical world just isn’t going to cut it. You’ll be lost in the noise.
Remember your basic marketing principles. First of these is knowing who you are marketing to. If you don’t know that, then your message isn’t going to have any impact. Second, is that differentiation thing we mentioned earlier. It’s just that your habitual forms of physical world differentiation aren’t going to work. Clinging to them by denying who your market is isn’t going to score you any points.
If you want people crowding around your towering marketing icon in Second Life, you need to find out what your market wants, but isn’t getting. And give it to them.
If you think shoes in Second Life, you’re likely not thinking Adidas or Reebok. You’re probably thinking Moopf, Shiny Things, Simone. Why? Because they’re giving you what you want. Adidas and Reebok are trying to give you what they want. That’s a whole different game. Give them a cohesive, and interesting experience. Lord knows, the chaos of the Linden mainland doesn’t have a whole lot of that, so that’s where you drive your wedge.
This is Second Life, a communications medium that presents itself as a virtual environment. You, as a business, can afford to be different, innovative, even cool. Even if it isn’t the same image your business uses in the physical world. Dare. Show Second Lifers that you can think outside the cube, and that you are thinking about them and what they are interested in. Virtual worlds, unlike the World Wide Web are personal experiences, not impersonal ones.
It’s a bit like dating. Show some interest and some individuality. Don’t turn up on my doorstep with your resume, and a product catalogue and expect me to entertain myself over dinner leafing through them. Find what you have in common with me, and let’s talk about it. Maybe we can find something fun to do together. I’m here to interact with you, not with your paperwork, brochures and display stands. Show a girl a good time, huh? Interest me.
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!["Practical]("http://www.blogsmithmedia.com/www.secondlifeinsider.com/media/2007/05/practical-marketing.jpg")
One of the big rallying cries of marketing over recent decades is to Stand Out. Stand out from the crowd. Stand out and be heard. Differentiate. Think different[ly].!["by]("http://www.blogsmithmedia.com/www.secondlifeinsider.com/media/2007/05/tatsig.jpg")
