MBO Spotlight: Jacob Leffler of The Basement

Posted in Online Marketing
by Clay Mabbitt

We continue our series interviewing the experts of Masters of Business Online with Jacob Leffler of The Basement.

SS: Why should business owners worry about marketing online?
JL: I would not say they should worry about it, rather spend their time and energy understanding their client’s and potential client’s attitudes on it and actions within it. Based on those attitudes and actions, I would recommend providing value to their audience within the online channel(s).

SS: What will online business look like in 5 years?
JL: It will be ubiquitous. It will not be relegated to your PC on your desk or in one room in your house. It will be all around you.

SS: Why do you think social media has become so popular?
JL: Convenience and novelty. It’s incredibly convenient, efficient and cheap to stay in touch with family and friends all over the globe. The novelty is the fact that the general, non-technical user can engage without possessing technical prowess.

SS: What website do you spend the most time at?
JL: My clients’ web sites.

SS: Who is doing things right online?
JL: That is a really big question. I think many companies are doing bits and pieces right, but are having a tough time getting the most out of their online because they are executing it in a silo. In other words they are having their offline initiatives operate on a completely different level, different creative, different objectives, often produced by different partners, or their partners are not communicating, and as a result they send out inconsistent, incompatible communications. The complete, integrated approach is the way to maximize online and offline to yield the biggest return. It is hard to believe in 2009 you still have major consumer brands that spend millions on broadcast and refuse to promote their online in that broadcast creative. It is a huge missed opportunity.

The short answer to your question, that I have seen recently, is Best Buy. They are leveraging broadcast to help promote a key brand position they have claimed; technical support. In the broadcast spot they are exhibiting in a fun, creative and effective way how their online instant tech support, via Twitter, saves the customer time and hassle, while getting them timely and relevant information. The customer, in return, can make a smart purchase from Best Buy and get their new gear up and running quickly. After all, who wants to spend money on a new gadget and have it sitting in the box because you cannot figure out the install process? Great brand position, great broadcast, driving back to the web for a convenient and positive experience. That is what it is all about.

Jacob Leffler – Principal, The Basement
Topic: Creating Effective Online Experiences