Strategies for communicating with consumers in a fragmented world
Lets just admit it, so much information is in front of any of us on a given day that its getting harder to impress and create remarkable ads. The Super Bowl spectacle every years is often the lone place where the average individual goes to seek out a commercial. With the exception of Apple and [...]
Last year a video prognosticator, Kige Ramsey, got his 15 minutes of fame when he correctly predicted every game for the first weekend. Dallas radio, in particular picked him up for interviews. Deadspin nominated him for their youtube hall of fame. Numerous others followed putting up videos of their NFL picks, but none could match [...]
Using internet search is pretty obvious for transactional companies. If you sell flat screen TVs online, you buy key words like “Sony Plasma TV” and optimize your site for natural traffic. Once the user enters the site, they could be on the exact product they intend to purchase.
However, for traditional brand companies the linkage [...]
A couple of experiences over the last couple of days have reminded me of the need to have every touchpoint reflect your brand. In particular that includes your receptionist. In many cases this person is the first impression a potential customer will have with actual people at your business.
At the newspaper, our receptionist was not [...]
Only a few weeks into the new campagn, Microsoft has pulled the plug on pitchman Jerry Seinfeld. According to Microsoft, the move was planned from the beginning. Given the amount of time that it takes to shoot a commercial and the fact they apparently have a new one set to debut this week, it is [...]
Microsoft recently debuted a new ad campaign aimed at revising their image to be more friendly and approachable. To do so, they employed Jerry Seinfeld for a purported $10M. The first installment in the campaign debuted along with the regular season of NFL football and left many wondering what the point was. The spot, featured [...]
The web browser Firefox 3 (of which I am a proud user), had what can only be called an amazing launch. They set the world record for downloads of software on a single day, despite plenty of reports of errors during the launch, such as late start. They ran two very important websites, www.getfirefox.com and [...]
Tom Fishburne has done a great job of lampooning the culture of brand management and marketing for a while now. His cartoons are both funny and well thought, like an even more clever version of Dilbert without the passive aggressive anger toward upper management.
A recent cartoon of his impressively illustrates exactly one of my key messages. Marketer’s can’t oversell [...]
Many thanks to silicon alley insider for their recent post on the issue that brands have taken with consumer generated shirts which feature their trademarks in unflattering manners. The facilitator of this brand abuse is cafepress.com, an online t-shirt shop that can produce products on demand with nearly any design you can throw at it.
No one is [...]
One of the first lessons that I had to learn was to respect the consumer. The best analogy is to consider them a tourist in your area. You have to speak their language, in a place that is convenient when they are receptive to hearing your marketing message. As a marketer in today’s world you [...]