Archive

Archive for the ‘Branding’ Category

Lessons from Marketing Love

January 16th, 2009

I’ve heard of marketers doing strange and wonderful things, but this weekend’s episode of This American Life on Chicago Public Radio described, by far, the strangest marketing campaign I’ve ever encountered.

The episode, called “Numbers,” described people’s attempts to quantify the unquantifiable, such as emotions. The fourth segment described marketer Will Powers’ efforts to better market himself to his wife (Powers’ boss at Brand Solutions thought the task would teach him the principals of brand loyalty)
Read more…

Three Conclusions From AMC, Mad Men/Twitter Flap

December 15th, 2008

I am a huge fan of the AMC television series Mad Men — a drama about the ad men and women of Madison Avenue in the 1960s. That’s why a blog post about the shutdown of Mad Men Twitter feeds caught my eye.

Apparently, fans were posing as Mad Men characters, creating Twitter profiles for them, and posting regular Twitter updates. AMC asked Twitter to shut down the feeds, which angered fans. Read more…

Post-election Email: Both Candidates Drop the Ball

November 7th, 2008

I have been signed up for Barack Obama and John McCain’s email messages for well over a year. And my fellow Americans (sorry, I couldn’t resist, ‘Mac’ fans), I was let down by what I did NOT see on Wednesday or Thursday.

Neither candidate had sent out an email to their subscriber list since the election results were in thanking them for their support. Obama’s Internet strategy has been pretty brilliant, so this glaring blind spot in ‘customer care’ was nearly shocking from his camp.

I first recognized this yesterday, a day after Election Tuesday. At that time, I was willing to cut campaign managers David Axelrod and Rick Davis some slack. A Tuesday night or Wednesday morning email would have been best. But they and their teams had to be unbelievably tired and distracted. The last thing they were probably thinking about was another email send.

But I thought: They really should be sending a ‘Thank You’ message on Thursday…any point after that would be kind of an embarrassment. I mean, both campaigns wisely used email to gather support. Whether it was donations, volunteering, soliciting help with phone banks, etc., each candidate was acquiring the resources of hard-working people via those messages.

By not sending their lists ‘Thank Yous’ in a timely fashion, they sent an altogether different kind of message: “We don’t need you anymore.”

That’s unfortunate for both the Democratic and Republican brands. While the bad marketing on both parties’ watch will not matter in 2012, why take the risk of turning off your best supporters? It makes zero sense.

Especially when you consider that both camps constantly sent emails this year. Several a week.

One more. That’s all they had left to do.

 

Back Up Your Green Messages by Flexing Your Muscle

November 5th, 2008

Here is my second post on how you can help back up your green marketing message by lowering the carbon footprint of your company. Tips were provided by Tim Sanders, Author, Saving the World At Work: What Companies and Individuals Can Do to Go Beyond Making a Profit to Making a Difference.

This post suggests ways to get your business partners to follow your lead and how to cut your shipping emissions.

You can only reduce your carbon emissions to a point. After that, you have to influence others to continue to reduce your impact on the planet. Some companies have calculated the emissions reductions they’ve convinced others to take and realized that it’s more than offset their company’s total carbon footprint, Sanders says. Technically, they’re operating at zero emissions.

-> Suppliers and media providers

If you’re a major advertiser at a publication, or a major account for a supplier, you can leverage your relationship to encourage them to go green.

Tell the magazine you’re thinking of moving your account to a magazine published on recycled paper. Tell the shipping company you’re considering switching to a competitor who uses a truck idling system that cuts down on emissions. You might help push them into green efforts.

-> Choose partners carefully

You can also choose to work with greener companies in the future. This will prevent straining any current relationships and will help support your company’s green claims.

Although, not related to printing, overnight shipping is integral to the PR industry. PR reps often have “overnight syndrome,” Sanders says. If you’ve got the disease, curing it can go a long way toward making your company greener.

“An overnight shipped package has 12 times the environmental impact of a ground-shipped package,” Sander says. “If you can’t reduce your overnight shipping by 80%, you need to take a time management course.”

Talk the walk: If your company is making genuine efforts to have a smaller impact on the environment, publicize it. It will make your customers feel better about choosing your brand, may attract new customers and you can influence others to follow in your footsteps.

Do not be afraid of activists’ charges of green washing. The best way to avoid a controversy is to always be straightforward and truthful in your claims. If you’re making a genuine effort, explain it without overstating it.

Web-Ad Brokers in Economy’s Crosshairs

November 4th, 2008

There was an interesting article in a recent print edition of The Wall Street Journal about how there may be tough times ahead for the more than 300 advertising networks on the Web. The online edition of TWSJ is not a freebie, so I will summarize. Read more…

Build Your Brand at Little Cost with UGC

October 28th, 2008

User-generated content started being a hot topic a couple of years ago. It’s not that marketers are truly ignoring it, but I think it’s fair to say that the buzz has fizzled a bit.

Perhaps this has something to do with an economy that’s been sticking its tongue out at the public for about a year now. Ya think? Read more…

Power of Celebrity (Still Works)

October 26th, 2008

Of course, marketers have known forever how a celebrity can impact sales for their companies. My earliest recollection of this idea was of Joe Dimaggio and Mr. Coffee TV spots from the early 1980s.

Well, I happened to call Zappos.com the other day to talk about sending back some shoes I had bought, as they were a half-size too small. Who was I greeted by? None other than CEO Tony Hsieh at first. A CEO making an automated appearance? Big freaking deal, right? I agree. Read more…

Design Landing Pages Based on Objectives

October 18th, 2008

Jacqueline Simpson, Marketing Manager, Tourism British Columbia, and her team are constantly testing their opt-in landing pages for multichannel campaigns. They came upon a particularly outstanding group of findings recently.

Read more…

Mobile Link In Email: Have You Tested It?

October 8th, 2008

Retail email item: On August 27, Bed Bath & Beyond sent out a campaign that included a dedicated link for people who opened the message on their mobile phones. As part of my job of keeping an eye on as much of the email universe as possible, I signed up for a few BB&B segments – but not every single one of them – while registering at the site a number of months ago.

Read more…

Solid Green Marketing

September 22nd, 2008

Jumping onto a bandwagon can carry you, but it hurts a lot when you’re thrown off. Marketing fads — like green, cost effective or energy efficient — do not matter. Marketing claims need to be factual or you’ll be thrown off the wagon.

Read more…