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”: (more…)
Archive for the ‘Advertising’ Category
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…)
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: (more…)
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: (more…)