When I began my career in advertising (over 20 years ago... gee... I must have been 12 at the time ? ) my advertising mentor was Joan Elias. Joan had launched her own advertising agency and she took a chance on a recent college grad who displayed a unique ability to be able to "see" inside a consumer's head. Joan Elias taught me that when you try to create an advertising … [Read more...] about Advertising That Tries to Speak to Everyone
Niche Marketing
Have Google Adwords Let You Down?
Have you been beating your head against the wall, trying to make Adwords work for you? Google Adwords is for chumps...or at least for people without an eye on the advertising ROI. Google Adwords used to be easy... easy to use and easy to make work. But things have changed and not for the getter. Winning with Google Adwords today is hard. If you're winning with Adwords, … [Read more...] about Have Google Adwords Let You Down?
Finding niche markets
There are a multitude of ways of finding niche markets. Some of the most effective methods to find niche markets include using search engines, book reviews and social media. Begin by selecting your target audience. Let's say you're going to target pet owners. That's a very broad definition of a market. Let's break it down into a smaller, more manageable niche market. … [Read more...] about Finding niche markets
Focus Your Energy Upon The Marketing… Grasshopper
I'm working with a client who is brilliant and creative. Those are traits that most of my clients share and I consider myself fortunate to have the privilege of working with them. This client in particular is working on developing a niche product... which is a wonderful foundation from which to develop a product. See, instead of tossing together a product that is EASY on … [Read more...] about Focus Your Energy Upon The Marketing… Grasshopper
GM May Be Creating A Watershed Moment in Advertising
Imedia Connection's Michael Estrin reports that a watershed moment is occurring in the history of advertising and marketing. In the article Why GM gambled $1.5B on digital he reports on the recent decision by General Motors to shift one half of its total advertising budget to digital over the next three years. Part of the thinking driving GM's move is the web is the ULTIMATE … [Read more...] about GM May Be Creating A Watershed Moment in Advertising