Archive for the ‘New Ideas’ Category
Wednesday, September 30th, 2009
Everyday, business emergencies, crises, and disasters suddenly liberate organizations from the restraints of the institutionalized barriers to performance improvement. These events evoke powerful and dramatic responses that cannot be matched by any of the structured programs and technologies a company may currently use. They can be large or small.
Here’s an example:
When adulterated Tylenol capsules caused the deaths of seven people in September 1982, Johnson & Johnson organized a crash program to protect the public as well as to salvage its #1 brand product. One of the most critical tasks was to design a sealed package. Within seven weeks, a team of engineers and designers had developed and tested a triple-sealed package, redesigned production processes and equipment, developed new package graphics, and moved into full-scale production. Completing this series of complex tasks under normal circumstances would have taken well over one year, nearly two years. (more…)
Tags: Catapult Effect, change your business, crisis, ebook, marketing, save your business, success, the Catapult Effect, turnaround
Posted in Branding, Creativity, Great Ideas, Highly Recommended, New Ideas, Trends | Comments Off
Sunday, September 13th, 2009
As a lot of my friends and business colleagues know, my oldest son is currently in the process of getting his driver’s license; ad guy by day, dad and driver’s instructor by night. One of the things we have been practicing without fail on a daily basis is parallel parking. When I was 15 years old, my grandmother was my driving coach and she taught me a few “tricks” about rearview mirrors, side mirrors and the blind spot just over your right shoulder as a way to glide any car into the parking space with just the three maneuvers you can have during your parking test. With a little practice and these little tips, my son has parallel parking down.
But what about business? Yes, your business and some of the tips and tricks necessary these days to make the most of your marketing dollars and keep you within the space allotted without bumping or hitting the curbs? Blind spots in cars are easy to identify. Blind spots in our businesses aren’t so easy. Why—because if we could see them, they wouldn’t be blind spots. Here are a few common blind spots I see in businesses with which I consult: (more…)
Tags: Branding, competitive analysis, customer profiling, price, relevance
Posted in Branding, Creativity, Great Ideas, Highly Recommended, New Ideas, Traditional Media, Trends, email marketing | No Comments »
Wednesday, September 9th, 2009
“Each of us is great insofar as we perceive and act on the infinite possibilities which lie undiscovered and unrecognized about us.” James Harvey Robinson
I was having lunch with a colleague yesterday when a business acquaintance approached our table and some small chit chat ensued. It went as it invariably does:
Acquaintance: Well how’s business?
Me: Business is OK.
Acquaintance: Just OK?
Me: Yes, just OK, but it will get better.
Acquaintance: Well you know Robbie, with the economy the way it is and with people out of work they are, OK is the new GREAT!
Ummm…no, not in my world. In my world, OK is now and always will be… just OK. It is not the new GREAT.
Consider– if OK was the new GREAT:
- I’d work out at the gym everyday with a 33RPM record player strapped to my back because Sony would have never invented the Walkman which let you “wear your music” and eventually led to the iPod.
- I still wouldn’t be able to get either of my children outside to scythe the yard.
- My laptop computer would in fact be my bungalow sized computer and would in fact be very unwieldy in my chair right now.
- I’d spend twice as long in the restroom as I do now fiddling with those doggone button-fly jeans because I’d have no zipper.
- I’d have to actually talk to all these people I communicate with on a daily basis because I wouldn’t be able to text them.
- I’d probably still be sitting in traffic with a folding map on my last trip out of town because I wouldn’t have my GPS to get me outta there.
- I would be reading at night by candlelight (more…)
Tags: achieving greatness, being great, great, greatness
Posted in Creativity, Great Ideas, Highly Recommended, My Life on the MPv2 List, New Ideas | Comments Off
Wednesday, September 2nd, 2009
Brands are dead. Advertising no longer works. Weaned on TiVo, the Internet, and other emerging technologies, the short-attention-span generation has become immune to marketing. Your marketing performance will determine whethere or not you can overcome these obstacles. Consumers are “in control.” Or so we’re told.
But the real truth is a much more important and lasting cultural shift has happened.
As technology has created avenues for advertising anywhere and everywhere, people are embracing brands more than ever before–creating brands of their own and participating in marketing campaigns for their favorite brands in unprecedented ways. In the process, they–we–have begun to funnel cultural, political and community activities through connections with brands. You can use consumers’ word-of-mouth to enhance your marketing performance without the consumer ever knowing.
What do you know about your product, company or brand? Our FREE marketing performance test is 12 questions that measure 7 key areas of your marketing performance. In just about 15 clicks you can have a thoughtful and measured review of how you’re really doing! Start here.
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Tags: advertising, email marketing, internet marketing, marketing, public relations, relationship marketing, Social Media, tradition
Posted in Branding, Creativity, Great Ideas, Highly Recommended, New Ideas, Research, Search Marketing, Social Media, Traditional Media, Trends, email marketing, internet marketing | No Comments »
Monday, August 31st, 2009
Touch point focused and two-way? Have any idea what I’m talking about? Planners still classify media touch points as “above-the-line,” “below-the-line” and “new,” but planning should always be based on some critical considerations: Which touch point will best reinforce your brand value? And…where will the brand + media equation yield real engagement? Effectiveness will result only where the plan is seamless, believable, personalized, and authentic. There are those engagement words again— personalized and authentic. Media planning innovation and technological innovation are fast becoming one and the same.
Mobile devices, for example, are becoming an increasingly important touch point for consumers and a starting point for migration from desktop to laptop to blacktop. Location-aware software for phones, while still new, will inspire the mobile medium, so expect promotional coupons to show up along with IMs and look for greater granularity in measuring marketing ROI. Marketing dollars transitioning to online isn’t new, but social networks are also becoming more engaged in engagement to help marketers more effectively deliver messages and determine return on their efforts. Take a look at your media plan. Review it for creativity and innovation. Need ideas and suggestions? We’re as close as your phone, your UberTwitter app, or email.
Tags: Branding, engagement, media planning, social marketing, Social Media, Traditional Media
Posted in Branding, Creativity, Great Ideas, Highly Recommended, New Ideas, Social Media, Traditional Media, Trends, internet marketing, twitter | No Comments »
Everyday, business emergencies, crises, and disasters suddenly liberate organizations from the restraints of the institutionalized barriers to performance improvement. These events evoke powerful and dramatic responses that cannot be matched by any of the structured programs and technologies a company may currently use. They can be large or small.
