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Entries Tagged as 'Strategy'

Touching my heart doesn’t necessarily touch my wallet

February 4th, 2013 · Psychology, Sales, Strategy

Two of the best Superbowl commercials from yesterday were by Budweiser (no shock) and Jeep (a little more surprising).  Lots of tweets and FB updates mentioned “tearing up” as they watched them.  I reacted the same way.

The Budweiser spot:


The Jeep spot:


Both spots were really well done and very heart tugging.  I will admit, I got a little teary-eyed during both of them too. But neither spot had me reaching for my wallet.  I really, really do not like Bud beer.  I love their brand, their Clydesdales and their lore.  But nothing they do could get me to become a regular Bud drinker.

I don’t have those same kind of feelings about a Jeep.  I like them and I’ve even test driven them in the past.  But, I’m not in the market for a new truck, so Jeep’s spot didn’t have me changing my shopping plans either.

The spot made me appreciate that they invested that kind of money to honor our country’s troops but even if I was in the market, that wouldn’t be the tipping point.

Both spots are a good reminder that playing the emotion card alone usually isn’t enough to earn a new customer. We buy based on emotion, that is true.  But we also need something more.  Features, facts and need.

Brand building ads like Bud’s and Jeep’s earn brand respect and affinity. The spots probably had more of an effect on their current customers (who now have their buying decision reinforced) than prospects.  But for some people who might not be in the market today — these spots certainly didn’t discourage interest.

For those of us who can’t afford a Super Bowl commercial the lesson is even more important.  On a more finite budget — we need to be sure we find a balance between emotion and facts. Either alone just won’t get the job done.

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Bring your marketing to life

February 1st, 2013 · Marketing, Media, Strategy

image[1]For the past decade, we’ve been talking about experiential marketing. It’s not enough to create an awareness of your product — you need to, when you can, connect with your consumers (B2B or B2C) in as tangible and memorable a way as possible.

So it shouldn’t really surprise us that TV spots are literally living the flat screen and moving into our 3D world.  And the TV spot component of this isn’t the mandatory part.  You could create this sort of experience off a trade show booth or product launch in lots of different ways.

image[4]A great example is what the folks at Axe have been up to.  They’re launching a new line of product called Apollo.

Yes, the did the obligatory TV spot, which you’ll see during the Superbowl (watch it below). But they also came alive in a couple ways.  First… Axe astronauts are showing up in crazy places, like Times Square and the subway.  They’re handing out products and a chance to win a trip to space. Yes… a real trip to space.  You can enter at by clicking here.  They even held a press conference with Buzz Aldrin to announce their Axe Apollo Space Academy.

Check out their TV spot:

What makes all of this so interesting is that — a TV commercial isn’t enough anymore.  Even a Superbowl TV spot.  You’ve got to be able to breathe life (literally) into your campaigns so they capture people’s attention, imagination and ultimately, interest.

So how can you, who probably don’t have Axe’s marketing budget, do the same thing?

Go where your customers go — and stand out:  Don’t just be at the tradeshow in your logo wear and expect them to notice you.  You’ve got to take the risk and be a little outrageous.  Gauge it to your audience but do what most people would call “a crazy idea.”

Extend the campaign into your prospect’s lives:  You need to hop off the webpage, printed page or TV screen and “come alive” in some way.  Do you need to don a space suit and walk around Time Square?  Hardly.  But figure out ways you can take some 3D form in their world.  Maybe it’s as simple as providing them with a tool they’ll use every day.

Know your audience: Axe knows their 15-25 year old male audience and plays to them perfectly. If your audience was female attorneys 40+, you probably wouldn’t be giving away a trip to space.  Experiential marketing is not a one size fits all deal.  You need to tailor fit your choices.

How might you bring your marketing “off the page”?


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Are you ready for the attention?

January 8th, 2013 · Business Owner/Leader Stuff, Marketing, Strategy · 14 Comments

Let me paint you a picture. You have a new product that you’re bringing to market in the next 60 days. You have the opportunity to showcase this new product at the world’s largest and best attended trade show for your industry. You showcase the product and within hours — you have over 45,000 stories [Read more...]

Five trade show mistakes to avoid

December 13th, 2012 · Marketing, Sales, Strategy · 5 Comments

Mistake #1: Not having a pre-game plan. Trade shows are one of those things that sneak up on you. You’re going to have to be out of the office for a few days, you need everything shipped in advance and you’re juggling your regular work. But the prep work should be done months in advance, [Read more...]

One Page Business Plan Template

December 3rd, 2012 · Business Owner/Leader Stuff, Strategy · 3 Comments

Most businesses don’t create a plan for the upcoming year because it’s too daunting a task.  Which is why I’m a big advocate of the one page business plan and why I am sharing our one page business plan template with all of you. It’s based on a couple of assumptions.  First — no business [Read more...]

5 Marketing To Dos to get done before 2013

November 28th, 2012 · Business Owner/Leader Stuff, Marketing, Strategy · 13 Comments

This is the time of year where work grinds to a halt. We have another two weeks or so before the holiday frenzy, parties, hangovers and the general professional apathy creeps in and productivity becomes a dirty word. But don’t give up hope yet.  I think there’s still a few things we can get done [Read more...]

The magic is in the media mix

September 18th, 2012 · Media, Strategy · 5 Comments

The other day I got a direct mail solicitation from Google.  Yes, that Google. It was a good reminder me (and now to you too) that none of us can afford to get lazy when it comes to media mix. If the King of Online recognizes the power of a printed piece, then we should [Read more...]

The most important job any business owner has

September 6th, 2012 · Branding, Business Owner/Leader Stuff, Strategy · No Comments

You know…sometimes we make things so much more complicated than they need to be.  Do you want to own or work for a company with longevity, a strong reputation and customers who are your best advertising? Then follow this advice from The Little Blue Book of Advertising.  But I warn you…the simplicity of the advice [Read more...]

Marketing tip #93 How to make the most of a trade show

August 28th, 2012 · Strategy · 5 Comments

It seem intuitive to us that if we’re heading to a trade show as an exhibitor we should be thoughtful about how to maximize that time and dollar investment. Yet somehow, when we’re attending a show or conference as an attendee, we don’t seem to give it the same consideration. I suppose many people make [Read more...]

Why do the hard work of building a brand?

August 20th, 2012 · Branding, Strategy · 5 Comments

Let’s assume the following is true: Your brand is not your logo but instead it is the essence (heart, true north, reason for being) of your organization. A business either builds a brand of distinction or has to compete based on price A brand isn’t easy or common.  Most companies don’t have the courage to [Read more...]