Posts filed under ‘advertising’

Radio reaches more adults than the web.

As a former FM DJ — a long, long time ago — I took some pride in reading this Chart of the Day. That said, I was surprised to see that radio and television are still the best ways to reach adults.

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November 3, 2009 at 7:09 pm Leave a comment

Embrace change…

OK, if you’re not a “hugger” you might not know what I mean. And, sheesh (!) that headline is old school, but bear with me. As a marketing coach, a big part of my day is asking questions, so here’s a biggie…

What should you be doing tomorrow that you aren’t doing today?

September 21, 2009 at 1:48 pm Leave a comment

Questions about advertising in a down economy.

I work with people who run companies. As a coach, I don’t try to convince them of anything. I make sure they have the information and resources they need to make the right decisions for themselves. Mostly, I ask questions…

  • If you slash your marketing budget, how will your customers know that you are alive and well and ready to do business?
  • Your customers are cutting orders. What is the most cost-effective thing you can do to find new customers?
  • Your competitors have slashed their marketing budgets. Is this a good time to take away their share of the market?

“Advertising” or “marketing communications” can include a wide range of tools and techniques. Every company has to choose the right mix for their audience… print ads, snail mail, email, blog posts, webcasts, trade shows, sky writing, whatever.

If your industry is off 20% in this recession, that means somebody is getting the 80% that’s left. The important thing is to stay as active and visible as you can. Maybe the most important question is…

  • If you decide to compete aggressively, what else can you cut besides marketing?

A good marketing budget includes some combination of brand building, lead generation, direct sales and customer support. Lead generation and direct sales are the easiest to measure, customer support often delivers the greatest ROI.

I would ask…

  • What is your current marketing mix and how should it change in response to current conditions?

Of course, this question should be asked routinely in good times or bad.

June 23, 2009 at 8:48 am 3 comments

Monetize your web app.

Last week, I attended a Think Tank session sponsored by NWEN, the Northwest Entrepreneur Network. The panelists discussed the iPhone ecosystem and marketplace. The three panelists had very different business models and app focus.

This morning, one of my fellow Think Tank committee members sent a link to a blog post by Box UK that analyzes and compares business models for web apps in general. Since “marketing” in its broadest sense includes all aspects of developing and delivering products into the marketplace, I offer the link here.

By far, the most successful business model thus far is based on advertising, where third-parties place clearly defined advertisements within the website/application. Variations include banners, text, inline, pop-over, interstitial, etc. Advertisers are charged by cost per click, cost per action, or cost per thousand impressions.

April 7, 2009 at 7:37 am Leave a comment

Make shrinking dollars work very hard.

Seth Godin tells a great story…

25 years ago, driving cross country to go to my first day of work at Spinnaker Software I was the 30th employee I drove through Chicago. And I passed a Spinnaker billboard. Wow! This company was going somewhere if they had billboards all over the country. When I got to work in Boston two days later, I discovered that this was the one and only billboard they had in the country, strategically erected on the road to the big CES trade show.

When I read it, I thought how important it is for a company with limited resources — almost every company in today’s economy — to pick its battles well. One billboard on the right road at the right time. Brilliant!!

October 22, 2008 at 7:41 pm Leave a comment

Launch your video with TubeMogul

“Thanks to TubeMogul, launching and tracking a video marketing campaign to multiple sites at the same time can be both feasible and easy. TubeMogul gives publishers a single platform for mass video distribution to all the top media sites. Upload (up to) 12 sites at once, including YouTube, Google Video, Myspace, AOL, Vimeo, and more. Then, monitor when, where, and how often a video is played through your TubeMogul dashboard.”

Launch your video to multiple sites and track performance with TubeMogul | feed growth!.

August 18, 2008 at 5:47 pm Leave a comment

Should you advertise in a down economy?

Most of my clients own or manage midsize companies. Some are finding new opportunities and improving sales numbers during the current economic downturn. Others, not so much.

A few years ago, I developed a presentation that looks at advertising in a recession from the 30 thousand foot level. It asks a simple question: Why advertise in a down economy? This slide show walks you through the process I use in strategic planning sessions or workshops for CEOs and senior executives.

To view in full screen mode, click the SlideShare logo, then click the full screen icon on the slide show control bar. If you prefer a “flat” article, here’s a link that will help.

Also, here’s a post with questions the CEO of a midsize company should ask before cutting the marketing budget.

July 9, 2008 at 12:40 pm 2 comments

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