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How it Works: Double Loop Marketing™

I keep getting emails asking me how "Double Loop Marketing" works. Here's a quick explanation.

Let's say a company like Texas Instruments wants establish itself as a thought-leader in the RFID marketspace.

In the traditional PR world, they could issue a few press releases, give a few speeches, write a few whitepapers, and then hope the media would cover them.

But what if TI decided on a "Double Loop Marketing™" approach?

What if Texas Instruments brought together its partners, industry thought-leaders, R&D professionals, VC shops, and senior executives in an online thought-leadership-based "double-loop" site to:

- Learn about the latest trends and technologies in RFID
- Define and understand the specific factors that contribute to improving strategy
- Develop recommendations for creating a RFID management discipline within your organization
- Present sample business justifications supporting strategic and learning investments in RFID
- Foster discussion of lessons learned from early adopters
- Disseminate news, events, and thought leadership articles on a monthly basis
- Create a framework for measuring performance and ROI
- Build a worldwide community of interested senior executives and target them w/ e-mail bulletins that include messages from TI and its partners
- Develop industry-specific campaigns promoting the community - including offline events, publications, and more.
- Build a members-only community of practice around the gurus and leading implementors

The site would include blogs as well, from industry experts and TI subject-matter experts.

Of course the cost of something like that is far higher than funding a blog or two, but its impact on the marketspace is far more potent.

By building a thought-leadership hub on RFID, TI establishes itself as "the one to learn from" and as I like to say: moves from "mind share" to "wallet share"

Blogs on the other hand are better suited to the voice of an individual. So if TI doesn't have the resources to build the "big" site I mention, they can still play by allowing one or more of their subject matter experts to start blogging on the ins-and-outs of RFID.

Of course, great care must be taken to make sure that the expert actually does have something to say, and is not the mouthpiece for a veiled PR initiative. Scoble at Microsoft and Schwartz at Sun come to mind instantly, right?

Not enough? Here's a slightly longer explanation of Double Loop Marketing.

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