Beyond Marketing

As you try to reach out and touch someone with your marketing or advertising, it's ESSENTIAL that you focus upon what's important to the CUSTOMER. I pound that drum pretty hard in my book, Beyond the Niche but it's always nice when you find someone else pounding out the same beat! Drew McLellan's post on Have you committed a Cardinal Zin says: Whether you are the … [Read more...] about All that matters is what’s important to the customer….

The Accenture ads with Tiger Woods have Scot Herrick over at the Cube Rules blog thinking about his business. Scot writes: Here’s the [Accenture ad] I’m reading now: a full page ad in Business Week showing Tiger with a driver and Accenture putting a line across his body that shows … [Read more...] about Ads that make you think….

The other day, I wrote about a direct mail piece I got from Gold's Gym.  In the piece, Gold's Gym skipped the envelope and sent their direct mail piece in the form of an oversized post card.  Instead of dominating the piece with an image of the ideal hardbody one might be seeking when one joined a gym, instead the dominant image was that of a cell phone. John Jantsch in his … [Read more...] about Direct Mail Mystery

Over at Wired.com there's a great post about an Adwords Campaign that's causing quite a stir. In the article Hundreds Click on Google Ad Promising to Infect Their PCs the story emerges about a security researcher (Didier Stevens) who launched a Google Adwords campaign that read: Is your PC virus-free? Get it infected here! For whatever reason, he had over 400 people click on … [Read more...] about Taking Viral Marketing to a New Level

The first rule of creating compelling creative is to grab your target audience's attention. Saturday, as I was sifting through my mail, there was an oversized post card with an image of the Motorola Razor cell phone dominating the front of the piece. I glanced, and since I didn't want or need a phone and quickly tossed the piece into the garbage. Once lodged in the garbage … [Read more...] about Creating Compelling Creative