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Archives for 2011

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Get To Know Your Customers Better, So You Can Better Address Their Needs

Liz Strauss, a social web strategist and community builder at Inside-Out Thinking wants to know if your marketing is in an unaware, self-centered place? If it's all about your product or service, then it probably is. If your purpose is to get to know your customers, ask questions about customers, not what they think of you. When we move ourselves out of the center of the conversation, the possibility for …

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Giants Fans Don’t Need To Wait Until Monday To “Quarterback” The Game, They Can Do It In Real Time OnTwitter

Fast-fingered fans of the New York Giants will be able to heard above the noise, thanks to a new Twitter-based campaign from the team and social media agency Mass Relevance. According to Media Daily News, the franchise will begin integrating fan tweets on its "jumbotron"-style video boards, as well as other digital displays throughout the stadium, including LED video pylons by the entrances, "ribbon" LED …

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Down Under, 100% Guidette Is All Wrong

What one might see in any direction on the Jersey Shore, or any number o beaches for that matter, is not the kind of thing that Australian officials want their citizens to see in an outdoor advertisement. According to AdNews, Channel Seven has been found guilty of breaching advertising standards with an ad for its Jersey Shore program. The advertisement features a large breasted woman suggestively holding her …

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Subway’s Food Isn’t Greasy, But It Does Contain Fat

As I mentioned earlier today, an agency's job is to find a client's brand truth and then reveal it. Here's a case where the agency--MMB in Boston--found their competitors' truth and revealed it instead. While this approach does lay bare the truths about Subway's competitors, it also hides the truth about Subway's own menu choices, many of which are equally unhealthy. …

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Find The Brand’s Truth, Then Present It In A Winning Way

How does Wieden + Kennedy do what Wieden + Kennedy does? It's no secret. According to agency partner, John Jay, the agency endeavors to understand the soul of a company. There's something important in Jay's explanation. By seeking the soul of a company, it means W+K listens as carefully as it speaks. Jay also mentions the need to "have empathy" for a company's culture and to understand "what the truth is. …

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Impluse Buying Is Not Smart Shopping; Thus, Driving Customers To Buy On Impulse Is Poor Marketing

Shopper marketing is serious business. Unfortunately, it can also be devious and manipulative. According to The Wall Street Journal, retailers invent shopping seasons to drive traffic to the store and increase ticket size per shopper. A key goal of these seasonal pitches is to get people to buy impulsively, something they do less of these days. The number of impulse purchases fell to 15% of purchases in …

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Chevy Is Also Rising

Chevy is sponsoring Rising: Rebuilding Ground Zero, a new commercial-free show on Discovery and the Science Channel that examines the rebuilding efforts underway in lower Manhattan today. I love the commercial-free sponsorship approach to this highly emotional content. What I do not like is clicking over to the Discovery website and getting blasted by Chevy's pre-roll advertising at full volume. Why protect …

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