Breast Cancer Sponsorship, is it really a good thing?

“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.

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…

Crisis communications: Think about your competition

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?…

Out of office messages are a marketing opportunity

It started as a whim, one of my quirky moments when I get bored doing something mundane and decide to veer from the norm. I was writing the traditional “I am out of the office….” text in my auto response email and decided that it needed some “flavor” to it, especially since our organization isn’t…

Sometimes it makes sense to make fun of your brand

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…

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…