There’s much talk these days about how social media has changed the communication landscape and, indeed, it has. But, despite the fact that social media has created new opportunities and challenges for communicators, there are really (IMO) only two ways in which it really represents anything “different”: Continue reading “Everything New Is Old Again: In Communication, Basic Rules Still Apply”
Category: Advertising
Is TV Poised to Go The Way of The Newspaper?
A recent piece on TVNewsCheck titled “Newspapers: A Cautionary Tale for Local TV” sends a chilling message to local television stations around the country: are they doomed to the same decline that has been seen in the newspaper industry? Quite possibly. Especially if station managers don’t devise strategies designed to help them deliver value to their audiences. Isn’t this the same challenge that any marketer has? Yet, so often, marketers find themselves doing the same things they’ve always done and then lamenting the dismal results they’re seeing. You’ve likely heard the saying: Continue reading “Is TV Poised to Go The Way of The Newspaper?”
A Focus on Strategy–Hold the Tactics!
When interviewing candidates for mid- to senior-level marketing positions, I have a question that I like to ask which gives me a sense of how strategically the candidates might approach their jobs. It goes something like this:
“Suppose I’m one of your internal customers and I come to you and say ‘I need a brochure’ (or you could say ad, or web site, or email blast or any other form of communication). How do you respond to that request?”
Most people (yes, sadly, even for senior-level marketing positions) will begin to tell me the steps that they will take to create whatever communication tool I’ve asked them to create. So, for a brochure, they might say: “I’ll ask for information about the product/service they want to sell. I’ll want to know what size they want the brochure to be. I’ll ask if there is any specific information that they want to include in the brochure.”
- In short, they focus on the WHATs.
- What I’m looking for? A focus on the WHYs!
I don’t want marketing staff–especially senior level marketing staff–to focus on tactics. I want them to focus on strategy. What I hope to hear when I ask a question like this is: Continue reading “A Focus on Strategy–Hold the Tactics!”
Is Social Media Advertising or PR? – Duh!
A recent article in Inc. asked the question: “Is Social Media Advertising or PR?”
Seriously? Now, Inc. is a well-known magazine and Scott Elser, the author of this piece, is co-founder of an advertising agency and presumably a bright guy, but the question seems enormously naive. Perhaps, of course, it is intended to be so simply to stir some discussion. But, who knows? Continue reading “Is Social Media Advertising or PR? – Duh!”
Dancing Babies, Talk About Ship and Dads in Briefs: Creativity With Relevance Gets Results!
The Evian babies are back! In a new spot, which has received more than 41 million views on YouTube, adults find themselves face-to-face with their younger selves in a large mirrored window–and the dancing ensues. It’s adorable–but does it sell water? Where’s the relevance?
Contrast this spot to an equally creative–and far more out-of-the-box–spot Continue reading “Dancing Babies, Talk About Ship and Dads in Briefs: Creativity With Relevance Gets Results!”
DVORAK, QWERTY, AC/DC, CD, MP3 — AND QR CODES
A writer with Ragan Communications contacted me recently for my response to an article suggesting that QR codes were “dead.” He was writing an article in response to this claim and seeking input from those with opinions to share. My response: Continue reading “DVORAK, QWERTY, AC/DC, CD, MP3 — AND QR CODES”
Iconic Brands Revisited With a Boost From Technology
Last night I showed students in my Advertising Copy & Design class a video that I’ve seen a number of times, now, but that continues to both delight and amaze me. It’s Google’s “Project Re: Brief” which tells the story of four classic advertisements and how their original creators teamed up with today’s new breed of advertising professionals–and some technical experts–to create some truly amazing advertisements. The iconic spots they recreated were: Continue reading “Iconic Brands Revisited With a Boost From Technology”
The Big Benefits of Traditional Direct Mail
Despite the fact that the United States Postal Service (USPS) is struggling and about to cut back on their delivery, there are some (including me) that believe that traditional direct mail still holds benefits for both marketers and consumers. In an increasingly cluttered email environment, after all, marketers will be challenged to come up with new ways to “capture eyeballs.” Traditional direct mail may hold some opportunities for a number of reasons: Continue reading “The Big Benefits of Traditional Direct Mail”
The Reports of the Death of Direct Mail Are Greatly Exaggerated
A couple of years ago I proposed a book update to one of my publishers. I had written a book on direct mail marketing back in 1992 and, obviously, things have changed quite a bit since then. Not surprisingly, as I began my research, I discovered that the direct mail landscape had changed quite a big to accommodate–and capitalize on–new media. I found that my personal belief that traditional direct mail might be seeing somewhat of a resurgence was right on. Effective marketers were beginning to seize upon the ability to communicate in a less-cluttered space. For example: Continue reading “The Reports of the Death of Direct Mail Are Greatly Exaggerated”
How to Generate Leads With a Limited Marketing Budget
In our technology-driven world, the good news for marketers is that lead generation does not have to take a huge investment. Traditional media still have a place, but the Internet and social media make it more cost-effective than ever to raise awareness, generate leads and ultimately create sales.
The process of lead generation is the same as it ever was, but Continue reading “How to Generate Leads With a Limited Marketing Budget”