Archive for the ‘Marketing and Branding’ Category
Thursday, May 9th, 2013
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: (more…)
Tags: Advertising, Marketing, Strategy
Posted in Advertising, Marketing and Branding | No Comments »
Monday, May 6th, 2013
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? (more…)
Tags: Advertising, internet marketing, marketing metrics, media relations, pr, Social Media
Posted in Advertising, Internet marketing, Social Media | 1 Comment »
Monday, April 29th, 2013
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 (more…)
Tags: Advertising, Brand management, Strategy, viral marketing, word of mouth, YouTube
Posted in Advertising, Brand management, Marketing and Branding, Media relations/PR, PR and Media Relations, Strategy | No Comments »
Thursday, April 25th, 2013
The skills of great marketers are many, but are primarily rooted in an understanding of consumer or human behavior and all of its complexities. Marketing is a challenging field of endeavor because, while there are certain principles and tenets of practice that are widely accepted, there are also many exceptions that challenge the rules. I’ve been a marketer, I’ve worked with marketers, I’ve hired marketers–both as staff people and as external consultants or vendors. I’ve worked with both effective and not so effective marketers. What does it take to join the ranks of the effective marketers? In my opinion, those who will be most effective in marketing-related positions are those who: (more…)
Tags: effective marketing, Marketing, public relations, raising awareness
Posted in Marketing, Marketing and Branding | No Comments »
Thursday, April 18th, 2013
I was interviewed recently by a reporter with Inc. Magazine about the prevalence and value of outsourcing the Chief Marketing Officer (CMO) role. It’s a topic that I definitely have an opinion about–one that may seem to be at cross-purposes with my own self interests. As a marketing communication consultant I’ve actually served in the role of an “outsourced CMO” on a couple of occasions. In one instance, the client was looking for not only my assistance with current marketing efforts, but my recommendations for how they should proceed in the future — should they continue to outsource this function, or should they hire someone to handle their marketing efforts on staff?
(more…)
Tags: Chief Marketing Office, CMO, Marketing, marketing communication, outsourcing, staffing
Posted in Marketing, Marketing and Branding, Marketing communication, Strategic Communications | No Comments »
Tuesday, April 9th, 2013
I assist some clients with their social media activities, including the managing of online groups–some are more successful than others. As I’ve managed and monitored their groups, dabbled with my own, and evaluated other groups I’ve noted a number of factors that seem to impact their success. (more…)
Tags: blog, blogging, Community relations, forums, linkedin, online communities, Social Media, web communities
Posted in Business Development, Community relations, Customer communication, Marketing communication, Social Media | No Comments »
Thursday, April 4th, 2013
With so many different social media outlets to choose from, how do businesses decide which one or two they should focus their efforts on? It’s a question that many are pondering these days. The good news?
Social media decisions are no different than any other communication decisions you may have dealt with in the past. There are multiple ways that you can communicate and connect with any audience. To make the best choices you need to (more…)
Tags: Advertising, communication, Hootsuite, linkedin, marketing communication, Social Media, twitter
Posted in Marketing and Branding, Marketing communication, Social Media, Strategic Communications | No Comments »
Tuesday, March 26th, 2013
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: (more…)
Tags: ads, Alka-Seltzer, Avis, CocaCola, iconic, Marketing, Project Re: Brief, Technology, Volvo
Posted in Advertising, Brand management, Internet marketing, Marketing, Marketing and Branding, Strategic Communications, Technology | No Comments »
Tuesday, March 12th, 2013
There was a long, lengthy and actually quite interesting (for communication nerds like me, anyway…) discussion in a LinkedIn group recently about the proper terminology for a commonly used communication tool designed to generate interest from the media — is it a “press” release, a “news” release, a “media” release, or something else? Truth be told, it probably doesn’t matter what we call it — what really matters, pointed out the pragmatists in the group — is whether or not the desired results are achieved. And that created an entirely separate discussion! Regardless of what you call it, is the practice of sending out self-proclaiming statements via “snail” mail or, now, email, a thing of the past? Are there better, more effective, means of generating media attention? The answer–yes, and no… (more…)
Tags: media coverage, media exposure, media release, news release, pr, press release, public relations
Posted in Journalism, Marketing and Branding, Media relations/PR, PR and Media Relations | No Comments »
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