Archive for June, 2009
Sins of Omission
It happens all the time in the world of print advertising. Ads are created to be flashy, bold, edgy, and innovative. In the broadcast world, commercials are created to be entertaining, funny, provocative or shocking.
What gets tossed aside in this maelstrom of innovation is the heart of what advertising should be – information. The radicals, rebels and revolutionaries of the creative world see their challenge as one of art and not communication. Yes, there are times where advertising is art and art is advertising. Andy Warhol did more to build the Campbell’s Soup brand than the Campbell Twins ad campaign.
Realistically, however, most businesses prefer that their advertising delivers customers and ROI rather than be perceived as breakthrough creative or artistic excellence. Rarely are advertising awards given for results. In these lean times a front page article in Ad Age Magazine, in discussing the recent international advertising awards show held each year in Cannes, proclaimed “it is no longer about being flashy but is about solving problems, building brands and building customer relationships.”
The truth is, it has never been about being flashy. Great advertising is always, and has always been, about Read more »
Keeping Your Business Fit
I don’t get to the gym as often as I should. Life seems to throw too many other time-zapping needs at me. It’s easy to make excuses and before I know, it’s been a month since I last picked up a weight or stepped on a treadmill.
When that happens, I can see and feel the difference almost immediately. As soon as I get back to regular workouts, I also see and feel a positive difference almost immediately.
It’s the same with your business. Keeping your business fit and in shape is vital if you want it to have a long and healthy life. Let it get out of shape and you’ll have a flabby, soft and lethargic work culture that can’t respond quickly and efficiently to a changing marketplace.
Here’s my fitness program to help you build business muscle and get your company or organization into top shape. Read more »
Make Every Contact Count
A few years ago a retail company hired me to consult with them about why their advertising didn’t work. I first reviewed the amount of traffic in the store, the direct result of the advertising. It was healthy, indicating that the advertising did work in getting people to come shop. Upon further tracking, however, I found that only 7 out of every 100 people coming into the store made a purchase.
They had an astonishing 93% walkout rate!
It wasn’t the advertising that didn’t work. It was the employees who didn’t work.
The employees were ignoring the customers. When I delved into this problem with the employees their reason for the behavior seemed perfectly logical to them. The employees claimed Read more »
Planning for the Recovery
If your marketing strategy during the recession is to hang on, wait it out, and resume business as usual when the recovery comes, now would be a good time to re-examine your strategy.
Business as usual is not likely to be what you’ll find in a recovery marketplace. While you’re waiting for recovery, a major shift is happening. Consumers are re-thinking and changing the way they spend, what they spend, and why they spend. The change encompasses direct-to-consumer marketing and business-to-business marketing.
Fortune 500 companies are already making changes to deal with what is called the new frugality. The economic and demographic behavioral changes resulting from the recession are providing clear indicators of the trends to come. You should be Read more »
Marketing Masters
Summer will not be here for several weeks. But having spent the Memorial Day weekend in hot and humid weather, I have mentally moved into summer thinking. Along with that comes summer reading.
Sunny days spent reading on the beach, or while lying on a hammock in the shade, are great ways to acquire information and knowledge. Although my bookcase is overflowing with volumes about sales, marketing, advertising and creativity, there are some books that are timeless masterpieces — packed with gems of wisdom that are only available through real experiences shared by the authors.
If you find yourself with time for rest and reading this summer, here are my recommendations for the Read more »
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