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5. Either way, SMS HomeSpec earns money every time an enquiry is made
I went around various companies assembling information on how this could come to life,
and spoke to the top 5 UK Estate Agencies. The biggest hurdle was convincing the Agencies
this could add value to prospects and their sales pipeline. Eventually, however, people
started to realise, but to this day my original idea still hasn't been properly exploited to full
effect in my opinion.
Moving forward by a decade I arrived at Blyk, invited by the former President of Nokia to
head up the brand and agency side. The model was simple, people can speak and text
without charge, in return for being connected with useful content that they have stated an
interest in.
In the brilliant 'Communities Dominate Brands' book by Tomi Ahonen and Alan Moore
(http://www.communities.futuretext.com/), the reality of people power and conversation
dynamics was made abundantly clear and at Blyk we certainly were inspired by that.
However, when it comes to liaising brands and people, a brand cannot itself have a
conversation, people make conversations, and this hints at of the largest issues we faced
with the Blyk model. In summary (and without commenting on the management and
financing of the company), the two main issues were:
1. Advertising and marketing is typically a one-way broadcast mechanic where messages are
pushed out containing little request for dialogue response, and no way of responding
individually. This is due to the way advertising and marketing has worked to date.
2. The Media industry is based on reach and specificity but the latter is only valid if it doesn't
undermine reach (i.e. reaching 1 million people who are potentially the 'right' target
audience is widely considered more advantageous than reaching 100,000 people who are
definitely the 'right' people). This is due to the way inventory is planned and bought.
Despite thousands of extraordinarily deep and personal communications from Blyk
members who seriously valued the service, and response/redemption rates that have yet to
be surpassed up to now in July 2012, the model simply was not able to change the two
points highlighted above. We sure tried though. In retrospect it was an un-winnable mission
but hindsight is 20:20 and it's the effort that counts.