Scripps Networks Acquires a Pickle; Explains Future

from CenterNetworks - by Allen Stern

I remember when Hearst and Scripps fought for my business during my corporate America days. Now they are fighting with Internet acquisitions. Hearst acquired Kaboodle this morning, now Scripps has announced their acquisition of Incando who is known for its personal media sharing service Pickle.com and the user-generated content management platform Powered by Pickle. Scripps acquired Recipezaar last month.

A clip from the official release:

"We are committed to our strategy of owning the food, shelter and lifestyle categories online as well as on air,” said John Lansing, president of Scripps Networks. "With the acquisition of Incando, we now have the back-end tools to engage consumers, viewers, and marketers in a multi-branded, multimedia online universe with compelling, personalized experiences.”

If you are curious as to where Scripps is heading, here is some clues from their release.

Within the next few years, Scripps Networks expects as much as 50 percent of its online content to be co-created by its users.

I love this statement from the release - love the "Web 2.0 Technology" usage!

Based on proprietary software, Incando's Web2.0 technology enables speedy uploads of photos and videos from computers, mobile phones or digital cameras to any Web site and will enhance the user-centric, social media and personalization functionality around Scripps Networks' lifestyle content.

Om Malik has a great summary of big media's recent tech purchases.

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NVIDIA stuffs four Quadro FX 5600 GPUs into 1U server

from Engadget by Darren Murph

Yeah, we all agreed that the Quadro Plex 1000 was hot stuff in its heyday, but NVIDIA's latest GPU server blows away prior iterations by cramming four Quadro FX 5600s into a 1U enclosure. The Quadro Plex VCS Server packs a "record number" of GPUs into a 1U form factor, and its 6GB frame buffer (1.5GB per GPU) and mind-boggling computational abilities should please those interested in remote graphics / offline rendering. Additionally, it's built to "dynamically allocate compute, geometry, shading, and pixel processing power for optimized GPU performance," and while there's no mention of a price, those actually in the market for this beast probably aren't concerned.

[Via MacsimumNews]

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Leveraging Facebook To Compete With eBay Won’t Work

from TechCrunch by Michael Arrington

Buy.com made a splash tonight with their announcement of a new Facebook application called Garage Sale.

Facebook users can use the application to sell thing directly to others via their Facebook profile. Buy.com charges a flat 5% commission on completed sales (the seller will also have to pay Paypal or other payment fees. The application says “thanks to Garage Sale, Facebook users don’t have to leave their profile page to advertise and sell personal goods.”

There are other Facebook applications doing nearly the exact same thing. Mosoma, for example, is one that I tested a couple of weeks ago. It also allows users to sell items on their Facebook profile.

There is an argument that a closed network is a better way to sell items because the people who view the listing know you and, presumably, trust you. That gets you over a big hurdle - eBay’s feedback system provides information on the buyer and seller which helps them get comfortable transacting. Without that feedback system to encourage sales, it’s important that something else takes its place. In the case of Garage Sale and Mosoma, user familiarity is the key.

But in practice this doesn’t work so well. Sellers are looking for a big base of buyers to sell into to leverage the network effect. eBay obviously does an excellent job of this. Otherwise there is no reason they would command a long term leadership position with their high fees. Buyers and sellers put up with the fees because it is the place to go to conduct p2p transactions. The network effect perpetuates their success and newcomers have a very difficult time gaining market share.

With Garage Sale and Mosoma, sellers can’t access this large pool of buyers because only their friends will see the listings. And sellers who are looking for a specific item are still likely to hop on over to eBay and do a quick search. They’ll only buy from friends if they serendipitously happen to catch site of an item in a friend’s news feed that they were already looking for.

Microsoft experimented in this area in late 2005/early 2006 with their Live Expo product. Originally Expo was a way to buy and sell items to your MSN IM buddies, or coworkers at a company, which is very similar to the Facebook experiments now being conducted. But over time they seem to have expanded Expo to become a more generic listing service. People want deep listings when they are looking for something.

Closed networks work for some things, but they don’t seem to work for trading physical goods. My bet is that Garage Sale and Mosoma fall short of expectations, and that eBay is looking on with, at best, bemused interest.

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Legend Marketing

Your BRAND is what you tell your customers you are.

Your LEGEND is what your customers tell others you are.

Legend Marketing is a strategy, product development, and marketing consulting firm that helps you articulate your legend so your customers can pass it on for you.

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Experiential Marketing - IKEA Hotels

Excerpted from March 21, 2003. Experiential Marketing™ (by Augustine Fou)

IKEA hotels. Given the commoditized status and lack of differentiation of many hotel chains like Hampton Inn, Fairfield Inn, Red Roof Inn, Motel 6, Comfort Inn, etc., imagine if a particular chain partnered with IKEA to decorate their rooms with simple, clean and comfortable bedroom furniture. This fact alone would give that hotel chain a significant point of differentiation. The hotel chain also gets the economic benefit of furniture at prices that are even better than wholesale prices on generic furniture. IKEA gets significant "consumption-experience level" exposure to target customers at a fraction of the expense of TV ads or building vast new retail stores.

Consumers get to experience IKEA furniture "in action" which undoubtedly would give them enough first-hand experience information to make future purchase decisions. Finally, some creative "consumer insights research" opportunities can even be built in, such as allowing visitors to select from among differently decorated IKEA hotel rooms and tracking such decisions to gather which items are most popular or even how to make IKEA's in-store bedroom sets more appealing.

In summary, both the hotel and IKEA achieve "experiential marketing" which drives greater marketing effectiveness (i.e. hotel chain differentiates themselves from others; IKEA lets customers actually experience their products prior to going to a store), delivers a more impactful experience to customers, and even reduces costs for both parties.

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