May 31, 2008
"think geek"
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My definition of a geek is, “Somebody who socializes via objects.”It's hard for me to think of marketing, without thinking in terms of Social Objects. It's hard for me to think of marketing, without thinking how the geeks fit in the equation.When you think about it, we’re all geeks. We’re all enthusiastic about something outside ourselves. For me, it’s marketing and cartooning. For others, it could be cellphones or Scotch Whisky or Apple computers or NASCAR or the Boston Red Sox or Bhuddism. All these act as Social Objects within a social network of people who care passionately about the stuff.
Whatever industry you are in, there’s somebody who is geeked out about your product category. They are using your product [or a competitor's product] as a Social Object.
If you don’t understand how the geeks are socializing- connecting to other people- via your product, then you don’t actually have a marketing plan. Heck, you probably don’t have a viable business plan.
So many people start out trying to market to Mr and Mrs Average. I think they'd have better luck if they thought of the geeks first.
"Think Geek."
[Afterthought:] Someone in the comments asks, "Doesn't the product also need to make sense to non-geeks?"
It would depend on the product, it would depend how "specialist" it is, I suppose. Can you show me an interesting, successful product that the geeks hate, but the non-geeks love?
Hugh got a point.
Posted by: Maor at May 31, 2008 9:54 AMGreat post! I'm glad that I caught the link on Twitter.
And taking your thoughts a step further - the brand not only needs a marketing plan to embrace the geeks supporting the brand, but also a plan to organize & support a community around them!
Connie
Love the redefinition of geek. Not since I sent away for my Johnny Quest secret decoder ring have I felt so much a part of the club. ;-)
Posted by: crawford at May 31, 2008 10:11 AMHugh, I think it's an age-old principle: "The geeks shall inherit the earth."
Posted by: Connie Reece at May 31, 2008 10:17 AMAren.'t the geeks the early adopters... I guess the product does need to appeal to geeks but long term, doesn't the product also need to make sense to non-geeks?
Posted by: at May 31, 2008 10:24 AMYou're my new hero.
Posted by: olivier blanchard at May 31, 2008 10:50 AMI think it' much easier to market to geeks as they have a shiny toy aspect to them, I certainly do, but the problem is longevity, in actually making a product that geeks love but that can also translate to the mass market..
Can't think off-hand of a mass market loved but geek hated product, cheap ugly PC's come to mind though
Posted by: Ian Hay at May 31, 2008 11:39 AMSo true...
Posted by: Mary Anne Davis at May 31, 2008 11:54 AMIan, I don;t think cheap PCs are much loved by anyone- they're commodities, for the most part. Not the kind of business I would find that interesting, not to mention, easy to get into.
Posted by: hugh macleod at May 31, 2008 11:58 AMWhat's wrong with commodities? There are thousands of products out there that are hated by 'geeks' and enthusiasts - family cars, frozen food, cheap beer etc etc etc - that are nevertheless highly successful due to better prices,and better convenience. They certainly have a viable business plans based on efficiency, distribution and general business ruthlessness. I would suggest it not adequately preparing in this area that causes most businesses to fail, not having poor marketing - look at Stormhoek?!
Posted by: Jonny Good at June 1, 2008 5:34 AMIt hit me the other day - while going shopping for "entertainment" - the essence of capitalism is socializing with objects. So we're all capitalist geeks, it seems. ;)
Posted by: Shawn Lea at June 1, 2008 11:04 AMThe Zune?
Posted by: jth at June 2, 2008 11:52 AMIn Cringley's "Triumph of the Nerds", Douglas Adams said something similar; he said something like "A nerd is someone who uses a telephone to talk about telephones. By extension, a computer nerd is someone who uses a computer... in order to use a computer."
Not exactly the same as "socializes via objects" but the spirit of the quote seems similar to me.
Posted by: Phil Crissman at June 2, 2008 12:13 PM"Can you show me an interesting, successful product that the geeks hate, but the non-geeks love?"
Sure: American Idol.
Posted by: ericabiz at June 2, 2008 5:56 PMQ: "Can you show me an interesting, successful product that the geeks hate, but the non-geeks love?"
A: Microsoft
(Well, okay, they fail on the "interesting" part.
“Somebody who socializes via objects.”
As opposed to someone that treats objects like women?
Posted by: Adam at June 4, 2008 7:46 AMA geek is someone who has forgotten they were once greek. Forget about "marketing" to geeks, listen to tompeters.com, you should be designing and marketing to ..... the future is in the past.
Posted by: futurepast at June 5, 2008 1:22 AM"Can you show me an interesting, successful product that the geeks hate, but the non-geeks love?"
Interesting to whom? Us geeks?