Archive

Archive for the ‘Branding’ Category

Solid Green Marketing

September 22nd, 2008
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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.

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‘Free Stuff’ Can Lead to Brand Goodwill and Consumer Research

September 2nd, 2008
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Getting “free stuff” makes me feel good about a brand. Many of us feel the same way. And all we have to do is give up a phone number or a mailing address.

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Word-of-Mouth in the Workplace: Something to Think About

July 31st, 2008
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Three weeks ago a co-worker told me about great deals she gets shopping at Target online. It immediately sparked my interest. I never thought of shopping online at a store I could easily drive to. When she told me I could return merchandise purchased online to any of the physical stores … I was sold. Read more…

New Yorker Ads Drive Eretail Web Sales

July 29th, 2008
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I was reading a recent edition of The New Yorker, while fiddling away downtime on a three-hour flight. (For what’s its worth, it was the issue BEFORE the now-infamous Obama cartoon cover.) I started perusing the smallish boxy ads that vertically border many of the magazine’s stories. And I was struck by how many small dot-coms were taking up those spaces.

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Please, Join the Email Anti-Blast Revolution

July 22nd, 2008
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DJ Waldow from Bronto Software recently posted an entry in his blog that made me nod my head and chuckle. He ranted a bit about the term “email blast” and called for the community to slash it from the current vernacular. Read more…

Gas Prices Make Free Shipping by Eretailers Even Hotter

July 14th, 2008
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I recently received an email from outdoors clothier Roots with a subject line that definitely caught my eye: “Free Economy Shipping This Memorial Weekend”.

The imperative word in that copy was “Economy.” With gas prices this summer seemingly ready to hamper consumer spirits, it reminded me that free-shipping promos will likely be hotter than ever. Read more…

Marketers Try ‘Talk TV’ Ads to Drive Traffic

July 12th, 2008
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What I’ll call “Talk TV” seems to be an emerging and sensibly low-risk medium for major brands to drive Web traffic via sports entertainment on the good ol’ tube. Read more…

Humor Has Its Viral Place: But Tread Carefully

June 26th, 2008
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Viral marketing is hard to nail down. It’s hardly a science, but there are recurring themes, like humor. Many successful viral campaigns are just friends sharing funny ads.

The problem is humor is hard, too. Jokes can walk a fine line between offensive and corny. And those are relative terms. Your audience decides if your ad is funny, stupid or appalling.

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Beware of Your Email’s ‘Bogus Bounces’

June 24th, 2008
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While constantly doing a ton of detailed, cross-client deliverability research for his email services boutique, Internet-Tools.com, Mark David McCreary has come up with an alternative phrase for false-positives. He calls them “bogus bounces.”

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Three Reasons for E-catalogs

June 10th, 2008
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E-catalogs that are navigated with a ‘virtual thumb’ in the turn-the-page sense have been a hot topic among marketers for quite some time. Do they produce sales? Are they worth the effort? What’s the point of an e-catalog when you have ecommerce?

I have searched high and low for a data-based, Sherpa-worthy Case Study on this very subject. The fact is, proving e-catalog activity creates sales with rock-solid data is difficult. Marketers who think they work only want to talk estimates or anecdotally. Read more…