The Biggest Marketing in the History of Marketing is to get you relaxed

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So a common conversation I hear often begins with “Does marketing work”?

If marketing didn’t work, how did you know about the new shows or movies coming out? What signaled you that the new iPad minis were shipping? Marketing is everywhere from bands to what telephone service you choose.

But in my estimation the greatest marketing out there is that of alcohol. Think about how 90% of adult Americans believe a party must include alcohol. Did you not have fun at your seventh grade birthday party? How did that culture shift happen over time?

Placement, Placement, Placement

We could discuss the last 100 years but for the purpose of this blog, I want to look at a snapshot of today. Alcohol is everywhere, in ads,radio, on television, but more importantly, the product placement of every television show, movie which confirms that alcohol must be present in order to have a “great” party or to have a great meal. Do you know the billions SPENT on that placement is assuring your mind that it’s okay to drink BECAUSE everyone else is doing it? Read more

Is Crowdfunding as a Social Media Strategy Here to Stay or Just a Passing Fad?

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Have you heard about the Veronica Mars Kickstarter miracle? In just 11 hours, the ever-loyal fan-base of the cancelled show guaranteed that their favorite adult Nancy Drew-esque sleuth would return, this time to the big screen, to the tune of $2 million. The excitement for some is palpable. What exactly is crowdfunding? Is this the sign of a new way of doing things?

According to Wikipedia, crowdfunding is  “the collective effort of individuals who network and pool their money, usually via the Internet, to support efforts initiated by other people or organizations. Crowdfunding is used in support of a wide variety of activities, including disaster relief, citizen journalism, support of artists by fans, political campaigns, startup company funding,motion picture promotion, free software development, inventions development, scientific research,and civic projects.” Kickstarter is one of many burgeoning crowdfunding websites that have appeared on the internet in the last few years. And while the Veronica Mars Kickstarter project is not the first of its kind (there are 31 crowdfunded films currently showing at SXSW), the sheer amount of money raised speaks volumes for the power of the voice of “the people.”

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5 Keys to Successful Social Media Marketing Campaigns

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There are no hard and fast rules for social media marketing campaigns. What works well for one company could fail magnificently for another. Searching for sure-fire techniques is like searching for Amelia Earhardt, answers are out there, but they’re just really hard to find. You want buzz. You want a unique message that says, “This is our brand. This is who we are.” You want visitors to become fans and fans to become customers. This is a great key to attraction marketing.

After analyzing some of the most notable social media marketing campaigns of 2012, we’ve come up with what we think are 5 keys to creating your own social media success story.

1. Have a Cause and Make it Fun

Some of the most successful campaigns of 2012 had a pay-it-forward vibe. Take for example the partnership between Levi’s and Water.org. Levi’s created a Facebook game to educate fans about water conservation. The better users were at the game and the more they shared it through other social media channels, the more liters of water were unlocked. Once the combined total reached the goal of 200 million liters, Levi’s would donate $250,000 to help Water.org

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The Marketing Lesson of Lance Armstrong

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Ouch! Lance Armstrong finally comes clean after lying for so many years. But how did we totally find out about the truth? Oprah Winfrey! Here is an inventive way to get the word out. However, the ratings failed.

Let me put it in perspective:

  • 34 million watched Bill and Hillary Clinton in regards to Gennifer Flowers accusations.
  • 48.5 million watched Monica Lewinsky with Barbara Walters.
  • 5 million watched Mel Gibson state he was ashamed of his anti-semitic remarks.
  • 10 million watched LeBron James announce he was leaving Cleveland for Miami.
  • And on January 17, 2013- 3.2 million people watched Lance Armstrong admit the truth.

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Targeting The Target While They Are A Target

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Here are the numbers just released: 86% of adult Americans who DO NOT want political ads tailored to their interest. The total number of display ads delivered to U.S. internet users in the first quarter of 2011-$1.11 Trillion.

Today the amount of display ads are $10.9 billion. That is a staggering number to understand for a media outlet that didn’t exist 15 years ago. That’s right on October 27th will be the 15th anniversary of the industry’s first banner display ads which appeared in Hotwired.com. The Interactive Marketing Forecast from Forrester Research states that number will be $28 billion in 2016. So, seriously, you still don’t believe it’s a powerful tool? What could be stopping your product, brand or company from diving in head first? Read more

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20 Years Later, Start Up Lessons From a Chicago Advertising Agency

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Typically when you start a new business, you have no idea what you are getting into or the curves along the way. Being in this position today and having survived 20 years, I feel this list will help any new business start-up.

1. The manager is incompetent

Most small businesses fail because the owner does not have the knowledge to run a business properly.

Solution: Go to a business class before you open your doors.

2. Finances are not in place

Solution: Write a business plan or get an accountant to assist you. Cash is king and without proper funding even the best idea will fail.

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Advertising Consultants Say “Why Can’t Politicians Brand Themselves?”

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The other day I watched an Old Navy spot. They have used those spots to get a jingle inside your head with dancers, moving cameras, vibrant colors and of course driving home what they are selling. They completely understand the relationship between visual and hearing. Read more

Do You Truly Know Your Competitive Advantage in B2B Advertising?

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In business-to-business advertising, it’s essential your messaging distinguishes your company, products and/or services from the competition. That’s because when advertising in trade publications or on industry-specific business websites, your ad is likely to be seen next to or around the ads of your competitors. When targeting the same audience, what will make your ad—and therefore your company—memorable?

The best way to differentiate your business-to-business advertising is to focus your messaging on what truly sets your company apart…your competitive advantage. It seems simple enough, but surprisingly, many companies don’t really understand their competitive advantage or don’t exploit it. Read more

Branding for the SuperBowl

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Well it’s that time of year again where the majority of agencies, design firms and anyone selling marketing gather around the television to watch commercials. It’s Superbowl time again. And to get you ready for the commercials, a national network ran a special on the best commercials for the Superbowl a few days ago and added live voting on their site during the broadcast. Budweiser won hands down. Read more

The New Media Mix Will Solve Planning Season Fears

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This time of year can terrify even the most seasoned builder and new construction marketing teams…it’s the heart of the dreaded planning season! Don’t fear; there are ways to make the experience less frightful and more insightful. Here are some things to consider as you approach 2016.

Is your spending mix designed to optimize results for how media is consumed today or are you relying too much on what has worked in the past? There’s a new media mix—and it is far different than ever before, with more media channels, more devices, and even more opportunities to connect with home shoppers. How do you find the most effective balance within a budget that makes sense now?

Take social marketing, for example, which has completely redefined the digital media space. Many builders are still struggling to understand how to monetize social media. The key is to treat it like any other corporate initiative—establish a business and messaging strategy that elevates your brand and execute it. Read more