Posts Tagged advertising
When was the last time you had an impartial, dispassionate assessment of your marketing program? You get a dispassionate assessment every time a potential customer takes a look at one of your ads or visits one of your websites. Every time an editor scans a press release or one of your own sales reps decides to use (or toss) another piece of collateral.
Unfortunately, none of these people is likely to volunteer an honest appraisal of your work—yet their honest appraisal is (should be) monumentally important to you.
As a coach and consultant (ad agency creative director in a past life), I have used a four-step process for extracting useful opinions about marketing programs and materials. Try them, they work…
Continue Reading April 23, 2008
OK, fine. Nobody likes the “R” word. But like it or not, we are smack dab in the middle of a recession. The question we all face is what do we do about it? You want to cut costs, but where? For some companies the decision is easy, the first cut they make is advertising. But you are not so sure.
I can think of eight solid reasons to continue advertising during a recession. They might even justify boosting your budget, but only if you are prepared to come out the other end as a market leader!
Continue Reading April 16, 2008
I have a bone to pick with the marketing people at Qwest. You know, the telephone/cell phone/satellite TV/DSL/VoIP people. Each week, they bombard me dozens, maybe hundreds of times with the same message… “Bundle and save.”
At this point, I would equate their efforts to waterboarding. I don’t want to trivialize the controversial “interrogation” method, but I would like to express my opinion of Qwest in a word. Yes, “waterboarding” does it quite nicely.
I don’t have a problem with the newspaper ads and inserts. No complaints about billboards, as long as they are truthful. But why am I getting so many direct mail pieces and telemarketing calls?
Continue Reading April 15, 2008
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