MarCommsBlog.Com |
|
|
Global Marketing Without Fear |
|
|
|
|
|||||||||||||
|
| Measure, analyze, and then revolutionize your business. |
| The American Marketing Association’s inaugural Mplanet™ event held November 28, 2006 through December 1 in Orlando, Florida was a worthwhile experience. It was billed as “essential knowledge for surviving in marketing.” The bottom line: I would go again because it gave me many good ideas. My favorite Spotlight Session was called “Who is the Integrator”, sponsored by Fleishman-Hilliard. It featured Dr. Paul Argenti, a professor at the Tuck School of Business at Dartmouth. Although I am not a PR practitioner, I found Dr. Argenti’s presentation about the role of measurement and ... | |||
|
|||
|
| Digital isn't everything. But you do need it in your toolbox. |
| Welcome to the brave new world of 21st-century advertising. Inventive marketers everywhere are embracing websites, games, viral emails and a host of other digital media to get their message across. And, according to Robert Watts, a journalist from the U.K newspaper The Sunday Telegraph, advertisers are abandoning what some describe as the "old economy'' media: television, newspaper, radio and cinema ads. According to Watts’ article, advertising revenues of the digital media are booming - 45 per cent higher this year than last. But don’t get manic or depressed! Although the landscape is changing ... | |||
|
|||
|
| Political ads don't have to be negative to work - an example |
| If you read my previous post about political advertising, I commeded Connecticut Senator Joe Lieberman's advertising because his commercials - unlike those of his competitors - stuck to the issues and did not rely heavily on negative or misleading messages.Good marketers - and politicians - use the media in a responsible manner. We need more Senators like Joe - whether they are Republican, Democrat or Independent. I also loved his acceptance speech: "This is Joe Liberman and I approved of this election." Good luck Joe! ... | |||
|
|||
|
| Political advertisers – take a lesson from the private sector! |
| I’ve always loved watching television commercials; I can dissect an ad strategy better than most people and love trying to understand why advertisers say what they do. That’s why I chose a career in marketing communications and advertising, not politics. As a marketer, I am dissapointed by the course political advertising has taken. This year the commercials seem intentionally misleading, exaggerated and too acerbic. The content may be technically true –– but it’s distorted so badly that the commercials border on slander. Who can you trust? In ... | |||
|
|||
|
| I took a test ride on elevator advertising...and it worked! |
| This summer I tried a new medium; advertisng in Class-A building elevators. I was anxious about how it would do, but I’m happy to report that our six-month test with Captivate Networks succeeded. We tested in-elevator advertising because it can be HIGHLY targeted from a creative point-of-view. It also reaches our target with relatively little waste (B2B; Managers), delivering messages where they work and use our product most often (75% reach among ... | |||
|
|||
|
| Keeping up with pop culture – text-mining is essential. |
| New topics and trends are emerging everyday, and just about everybody finds themselves “behind the eight ball” trying to keep up with the latest trends. By the time you hear about things via word of mouth or viral marketing the topic could already be passé. Seems to me that the best way a company can keep their finger on the pulse of their consumers is by using a robust text-mining solution. | |||
|
|||
|
| Viral marketing – how contagious is it and why? |
| {Viral marketing is} about delivering something of value and connecting with the consumer in ways that are really meaningful. It uses entertainment as a catalyst; it uses traditional and digital media to jump start initial interest, and it relies on technology to spread itself among the masses faster than any other form of marketing or advertising. | |||
|
|||
|
| The Ugly Truth About Marketing |
Marketing is not for the timid. One of the most valuable traits a marketer can possess is courage to try new tactics and strategies, without fear of failing. The purpose of this blog is to discuss marketing and advertising strategies that are out-of-the-box and involve risk. The idea is to share what we learned from taking those risks. With that said, here is my first lesson to be shared: Lesson #1: Don’t be afraid to think and act big. A big idea won’t seem expensive if it actually does what it is supposed to do. If you have a really big idea that you believe in, sell it as hard as you can. The story behind the wisdom: It was 1985, my first year in the advertising business. The agency where I worked, Dancer Fitzgerald Sample, proposed a television commercial for the number three brand in the Quick Service Restaurant Industry (i.e. a fast-food hamburger chain, Wendy’s.) The proposed production budget of $125,000 budget was an obscene amount at the time. The client, Dave Thomas, founder of Wendy’s, ranted in the agency’s hallways after he signed the estimate. But after the commercial became a big hit and everybody in Having a big idea can be scary because it's a departure from the status quo and there’s usually a lot at risk. But if the idea really gets your adrenaline pumping, it might just be worth it. Don’t be afraid to make the pitch.
|
|||
|
|||
|