Posts filed under ‘advertising’
During my years as a copy writer, creative director and marketing coach, I’ve learned that it’s not what we say that counts, but how we say it.
The video shows an instance of one person helping another use the most powerful words to solve a problem. That’s what successful content creators do and that’s why everyone else can use their help.
Media industry ad revenue declined 12% year-over-year to $125.3 billion in 2009, according to a report issued by Kantar Media, the WPP-owned research firm formerly known as TNS.
The only major growth area: Online ad spending. Internet ads — display only — increased 7% in 2009, according to the report.
Meanwhile, TV ad spending fell 10%, as cable outperformed network TV, and spot spending fell dramatically, as political ads from 2008 weren’t around in 2009. Magazines dropped 17%, newspapers and radio each dropped 20%, and outdoor fell 13%.
This afternoon, I got up from my desk and headed outside and up my driveway to fetch the mail. On the way, I noticed a small bit of shiny plastic at the edge of the drive and decided to pick it up for proper disposal on my way back to the house, er… office. We had a big wind storm two nights ago. The power was out for hours and trash cans had been tipped over. Stuff happens… no big deal.
When I picked up the plastic bag, I took a look and cracked a smile. There it was, on the edge of my driveway, the most elegant bit of marketing communication I had seen in quite a while.
It was a small plastic bag with a stone and a landscaper’s business card inside. “I work for people in this neighborhood and I’d like to work for you.”
Perfect package, focused targeting, elegant message. BOOM… a trifecta!
If I had been away, the plastic bag would have protected the message from the elements for quite awhile. It was tossed on the side of my driveway, so I wasn’t likely to destroy it with my tires. Business cards are cheap, and no postage was required. The stone can be recycled into my existing landscaping. The I’m just sayin’… this thing is elegant.
As it turns out, I already have a landscaper. BUT, I’m keeping this card just in case.
What’s the most elegant marketing message you received today? How can you learn from it to improve your own?
It seems that setting aside a portion of your advertising budget for newspapers isn’t such a bad idea after all. The question every marketer should ask is how can I measure the return on my investment?
Reports of the death of print newspapers may be premature, suggests Scarborough Research. While print newspaper readership is indeed declining slowly, nearly three in four U.S. adults still read printed news on a weekly basis. Printed newspapers appear to be holding onto their audiences well in an era of fragmented media choices, Scarborough says.
Source: The Nielsen Company
Before allocating resources, savvy marketers identify segments of the marketplace where they stand the best chance of making an impression that will lead to a sale. In short, they look for the “low hanging fruit”.
Big companies use sophisticated CRM (customer relationship management) software to track customer activities, compare them with other customers, and target new offers or custom-tailor support services. In theory, CRM sounds good, but it is complicated and costly.
According to an article by Nick Wreden in Strategy+Business…
A better alternative is now available: The rise in social networks and online communities, combined with the new era of the Web-empowered consumer, makes it possible for companies to reap the benefits of segmentation without many of its costs or complications.
Using self-segmentation information for marketing does present challenges. It must be accompanied by organizational changes. These include allowing or expanding customer input into such insular areas as product design, services, policies, and procedures, and may require that departments other than marketing and customer service open their doors to customers.
Marketing must de-emphasize product promotion and think bigger than the company’s brand, tuning into conversations and issues that customers and prospects face. Monitoring and responding to conversations among multiple communities is labor-intensive, and the signal-to-noise ratio can be low.
There are risks as well. The same community that offers an opportunity for a stronger relationship can also generate a backlash that hurts the brand and affects sales.
Read the entire article here.