Solavei? Oy Vey!
By Ron Rosenberg
I enjoy good marketing. So when I see something new and innovative, it practically jumps off the page and demands my attention.
So the recent "pre-launch" campaign for the new mobile service Solavei caught my eye.
They're making excellent use of social media to build a multi-level network to sell mobile phone subscriptions. It's actually a very good idea.
The problem is it takes too much effort to see what the program is all about. Take a look at the video below, featuring the founder of the company. It's nearly 40 minutes long, but don't worry - you won't have to watch the whole thing; in fact I suspect you'll see what the issue is within the first 30 seconds.
Back already? Hopefully you saw the "fatal flaw" in the video - one that affects the vast majority of marketing: the first 7 minutes of the video are all about him. It's only after this introduction that he even begins to talk about the product and the opportunity, and by this point, he will have lost the vast majority of viewers.
I'm not saying that the product launch will fail - in fact, I expect it will be a huge success. But this will be in spite of this promotional video, not because of it.
Make sure that in everything you do you remember this marketing mantra: "It's not about you - it's about them!"