Beyond Marketing

I've talked about how creating clever and compelling content frequently means walking a fine line between the positive and the negative. Just as the opposite of love is not hate, but rather apathy, the opposite of positive compelling creative is NOT negative creative. Take for example, the not so recent Terrorists Marketing Tactics Campaign launched by Cartoon Network to … [Read more...] about When Compelling Goes Horribly Awry…ATHF

It's a fine line that separates clearly clever creative content from content that is offensive and abusive. Content that is clearly clever and creative easily rises above the cacophony that is modern media and creates a positive wave upon which a company can proudly ride to shore....and content that crosses that line frequently finds it too rises above the cacophony. The … [Read more...] about Clearly Clever and Compelling Content

Consumers are becoming more and more adept at screening marketing messages than ever before, which has driven some advertisers to try to come in "under the radar" and try to fool people into responding to ads. Fawn Filter in a post at Imediaconnection.com  writes: Sometimes you end up with something that builds positive brand associations in a subtle, elegant way. Other … [Read more...] about What kind of fool do you think I am?

Greg Verdino makes an EXCELLENT point in his blog. Marketing isn't about us VS them - it is about us AND them. It is not something you do TO a person, but rather something you do FOR them. Try this. When you talk about marketing, use words like partner, service, invite and collaborate. See how quickly your entire marketing approach changes. Truly inspired!!! Customers … [Read more...] about Are you at war with your customers?

If you're a professional service provider, you have to work harder marketing your services than any other type of business.  Because while the appliance store owner needs to convince you to shop at his store, he doesn't have to "sell" you on the need for a refrigerator.  Also, once the refrigerator is in your home, you also won't have any trouble discerning whether the … [Read more...] about Terrific Video Testimonials….