We worked on increasing the effectiveness of their marketing through understanding the Broken Windows Theory for marketing and how it can increase the effectiveness of marketing for their business.
"Of course cause marketing is a good thing," I thought to myself. But, the counterargument, "The adoption of social responsibility through cause-related marketing as a business strategy is unethical" by Peggy Kreshel changed my perspective.
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... Continue Reading →
In crisis communications, we're trained to think about all of our stakeholders including customers, employees, partners, etc. But we need to also think about and react to how our competitors will respond our crisis. How will they respond? How will they try to gain market share or serve their purposes during and after a crisis?... Continue Reading →
Company vehicles are usually not high on the priority list for marketers, but vehicles, if used effectively, can be an effective part of your marketing mix. Use your vehicles to reinforce your key messaging Many businesses consider a logo and tagline on their vehicles as "brand awareness" but it’s not the most effective way to use... Continue Reading →
A few years ago, when I was working as the Director of Public Information and Marketing at Kellogg Community College, a fellow employee who had an interest in marketing came to me with a question about a particular t-shirt being sold in the bookstore. The t-shirt read “Cornflake University” and was a spoof on the Kellogg part of... Continue Reading →
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... Continue Reading →
“What types of products do you use on your skin?” the esthetician at the spa asked. I named a small list of products and ended with, “…and olive oil.” “Olive oil? Why on Earth would you use that?” she said surprised. Then she continued, “Well our products are all natural…” I don’t remember what she said after... Continue Reading →
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... Continue Reading →