Jerry Shereshewsky

Jerry Shereshewsky

Smartness, like great humor, is always a distillation.   Mark Twain famously said:  “I didn’t have time to write a short letter, so I wrote a long one instead.”  Twitter has taught us to be even briefer.  So here’s my brief learning from the world of start-ups:

This morning Don Seaman published a wonderful blog about the premature death (or perhaps merely a very bad cold) of home-based 3D. He attributes the 'falter' to a number of factors: HD offering a real, tangible benefit, tons of HD programming and movies to view, no glasses (or rather the need for glasses with 3D) and a base 'content cupboard' beyond the desires of TV-based gamers and aficionados of strange action flicks. Absolutely correct. But I think Don may have overlooked the real reasons...reasons that any veteran of the music business in the early 90's could have predicted.

Tuesday, 02 April 2013 18:41

Reinventing the Shopping Mall

The most extraordinary advances in store merchandising – and there have been many - have happened within individual stores (like Apple) but not within the mall itself. Shopping malls today are frankly not all that different from the souks of Marrakech. But the strategic roles of the mall versus the individual component shops tell us that the big opportunity for increased sales must be driven by the mall and not rely on the sum of individual stores.

Friday, 22 March 2013 18:59

The Role of Digital Agencies at SXSW

Those who don't learn the lessons of history are condemned to relive it. The latest lesson comes from an article in Ad Age Digital by John McDermott. He correctly points out that increasing numbers of marketers are attending things like SXSW and cutting deals directly with the plethora of tech start-ups flocking to Austin. If this reminds you of the late 1990's where Yahoo, AOL, Excite, Lycos and a host of others crafted "portal deals" directly with advertisers, circumventing their historic agency partners, then you're tuned to the right channel.
Saturday, 16 March 2013 22:59

The Humongous Work-From-Home Debate

Marissa Mayer, the not so brand new CEO of Yahoo! has mandated an end to the increasingly spreading behavior of working remotely. This has engendered an equally humongous amount of chitter chatter in blogs, tweets, posts, etc. But probably not nearly as much water cooler conversation, since chatting at the water cooler requires you to be at work to do it.

Monday, 11 March 2013 00:51

Marketing Ain’t Marcom

I don’t know what’s happening but, increasingly, marketers have begun confusing marketing with marcom.  Marcom, for those unfamiliar with the term, is the stuff of marketing communications; a blog, an ad, a website, a brochure.  These are all examples of marcom. 

Wednesday, 27 February 2013 19:10

The Magic of Social Media: Self Interest

Professor Milton Friedman blazed incredible paths of micro economic understanding with the realization that people do things when they perceive that doing them furthers their self interest. Of course there are people who will often do things exactly the opposite of their self interest, but we call that behavior self destructive. So perhaps, amid all the noise and hoo hah in the marketing community about the power and criticality of social media perhaps it's time to look closely at the subject through the lens of Milton Friedman.
Thursday, 29 November 2012 16:46

Getting Past ‘Geek Speak’ to Make the Sale

I purchased a new computer yesterday; managing to overcome an array of obstacles put in my path by...you guessed it...the very people who hoped to sell it to me. The problem was "geek speak", aka a desire by manufacturers, marketers and sales people engaged in the tech world to obfuscate simple concepts behind a massive smokescreen of jargon.
Tuesday, 03 July 2012 20:00

A Part Of or Apart From?

It would not be reasonable to expect to be able to play at a golf club if you were not a member (or a guest of a member), yet many companies want benefits and revenue from our industry without paying their dues….without becoming members.

Marketing using social media is an incredibly attractive proposition. Somehow, though the magic of LinkedIn, Facebook, Twitter and a host of others, brands accumulate massive numbers of fans and followers at no or little cost. After all, how much effort does it take to give a brand a thumbs-up? The answer is not what it costs but what value the brand gets from the action. In other words, simply accumulating massive numbers of fans and followers provides zero value. What you need is participation.

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