Posts Tagged ‘advertising’
A Matter Of Marketing
We live in an age when it’s easier than ever to get your message in front of people. Many businesses have a strategy for getting their message seen and heard—far fewer have a plan for being believed and understood. It’s one thing to get in front of people, and another for them to choose to…
Read MoreWhat Do You Want To Be Known For?
The food cart outside the gallery was in the perfect spot to attract the attention of hungry tourists. Judging by the two choices listed on the menu that’s exactly what the owner was thinking too. Now serving Custard Tarts Kale Soup Differentiation starts with the choice to do one thing well. Hedging your bets feels…
Read MoreMaking Sense Of Nike’s Controversial Ad Campaign Decision
Unless you’re an American football fan, you probably hadn’t heard of Colin Kaepernick before August 2016. Kaepernick, an African American, was a quarterback for the San Francisco 49ers when he was propelled into the media spotlight for choosing to sit (then later kneel), during the United States national anthem at the start of NFL games.…
Read MoreIs The Consumer The Customer?
When the Old Spice ‘Smell Like a Man’ advertising campaign launched eight years ago, it called out an often unspoken truth about sales and marketing. The consumer and the user are not necessarily one and the same. This insight inevitably alters how you tell the story of the products you sell and the change you’re…
Read MoreThe Disciplined Marketer
It’s 6.30 am at the hotel gym, and the guests who are keen to get a workout in before breakfast are lining up. The receptionist is taking their room numbers before admitting them. As they turn to walk away, gym towel and bottle of water in hand, she asks if they’d like to book in…
Read MoreThe Attraction Retention Conundrum
The line outside the new patisserie snaked around the block. It never seemed to get shorter. The word that they were giving away free muffins on opening day had travelled fast and the owner wasn’t sure she’d have enough for everyone. The launch promotion had worked that was for sure! Now she just had to…
Read MoreShow Your Story
In the early 1960s, a Brooklyn tax clerk, named Jean Nidetch discovered a powerful and underutilised marketing technique. When Jean, who had been overweight for years, lost thirty kilos her friends asked her how she’d done it. She began sharing her diet secrets with half a dozen friends in her apartment. Jean’s diet club soon…
Read MoreVisible Vs. Memorable
When my friend Mark opened his bakery, he was faced with a marketing dilemma. Should he blow his marketing budget on a single print advert that would cost him several thousand dollars or should he invest that money in something else? The promise of brand validation and the creation of mass awareness made the print…
Read MoreMarketing Efficacy And Expectations
When ‘meal replacement’ shakes first came to market they seemed like the answer to a dieter’s prayers. Replacing one or two regular meals with a calorie counted milkshake meant ingesting fewer calories, resulting in rapid weight loss. Meal replacements worked for some people for a little while. Those first few pounds often ‘fell off’. But…
Read MoreBeing Seen And Heard
The numbers vary, but the trend is unmistakable. The average consumer is subjected to more marketing messages every day. In a world where it’s harder to get noticed marketers have responded by trying to be more visible. Being noticed is the goal of most marketing. The irony is five seconds in the spotlight doesn’t make…
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