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Friday, January 30, 2009

Most 0verused Phrases during Mplanet Marketing Conference

Anytime you gather thousands of marketers together for a few days, you're bound to hear certain buzz words repeated ad nasuem. Now don't get me wrong, I enjoyed all of the speeches at Mplanet2009, particularly John Hayes, CMO, of American Express, who reminded us to keep things in perspective. I especially appreciated his anecdote about a bank executive who admonished one of his colleagues during the bank fallout in September. He reminded the fellow millionare: "Keep things in perspective. You're stepping out of  a Mercedez and walking down Wall Street. You're not stepping out of a LVC boat and storming Normandy Beach."

A few phrases and terms officially in overkill status.
The top 5 most overused phrases:
5. You must become Innovative and interactive.
4. Build your brand with a consistent message.
3. Establish an authentic and emotional connection with the consumer.
2. Become your company hero with a new vision.

And, the most overused phrased at Mplanet2009:

1. "Find those consumer touch-points."

chris hansenI must have heard "touch-points" on an average of once every five minutes. To be honest, the humorous side of me envisioned a short comedy video to mock the over use of the phrase. I'm not sure every customer is  100% comfortable with the phrase "Touch points", which sounds more like a politically correct phrase you'd hear during a public safety video warning against child predators.
To be honest, I don't want Wal-Mart or Best Buy trying to find my "touch points".
I felt like I was listening to Chris Hansen on  Dateline NBC: To Catch a Predator:
"You said you wanted to find their touch points.....sounds a little suspicious to me."
For the record, I'm NOT making light of child predators, they're the scum of the earth. I just want to know who coined the popular new phrase, cause it's already worn out its welcome.

By Matt O'Hern at 09:39 AM | Comments (1)

(1) Thoughts on Most 0verused Phrases during Mplanet Marketing Conference

Couldn't agree with you more about the jargon flowing; touch point tends to make me think of a video game on my iTouch though, so every time I hear it, I think it's a free ad for Apple.

Comments by John Frank : Friday, January 30, 2009 at 10:58 AM

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