Implementing change series: Plant a seed

When someone holds a strongly-held belief, presenting new facts or information and thinking they will change right away is a fools errand. In the majority of cases, they won’t. So, I take solace in planting seeds.

Plan and budget for specific target market advertising design

I often read free magazines targeted to specific sub-groups or demographics, specifically those that I don’t belong to myself. I find that it helps me understand different perspectives (even if I do get weird looks reading them at coffee shops), but it’s also very interesting from an advertising and marketing perspective to see the advertisements…

Where is the “break” in your campaign or initiative?

Previously, I discussed measuring marketing/initiative success based on outcomes, not actions. So what if your campaign isn’t successful? How do you find the “break”? The best way is to compare to previous data and industry standards. Previous data Previous data is your data from previous campaigns. Examples: During your last three sales events, percent of people who walked into…

Stop putting your building in ads! Features vs. benefits in marketing

A while ago, I watched a local business give a presentation to the local chamber of commerce about their law firm. And they talked about…their building.  Apparently they had just finished a remodel of their offices and wanted to show them off. Slide after slide after slide was photos of the inside and outside of their…

Age vs. Generation: Choose the correct metric for marketing and advertising

AdWeek recently published an article and infographic comparing what Millennials and Generation Z want from brands. In reality, reports like this are a comparison of age groups, not generations, and should be used only to impact decisions right now, not long-term. As consumers age, their brand preferences, media preferences, privacy concerns, priorities, etc. change. So,…

Why fitness trackers and ad metrics rarely work

“Samsung Gear Fit unboxing” by Vernon Chan is licensed under CC BY 4.0   Many people are quick to defend fitness trackers such as FitBit. “It makes me walk more!”, many forum posts conclude. But if you probe these people deeper and ask what their goal is, they will say “To lose weight.” “Are you…

Addressing the Question: Measuring Advertising ROI

One of the hardest questions, I think, for marketers and advertisers to answer is the dreaded question “How can I measure my advertising?” because, unfortunately, it just isn’t that simple. That isn’t to say that there is no way to do it, it just is a lot more complex than most would think. So, this…

Avoid the copycat “us too” style of marketing

If you’ve ever worked in marketing management, you’ve probably experienced that moment when someone walks into your office or sends you an email with one of your competitor’s ads. The delivery is different depending on who they are and their directness level, but the message is always the same, “They are doing this, so we…

Addressing the Question: Why branding is important

A couple posts ago, I gave my thoughts on how to respond when asked about advertising return on investment (ROI). Today, I’d like to offer my favorite analogy to explain why branding is important. Although the need for consistent communication seems so fundamental to those of us in marketing, advertising, and communications, it isn’t to…