In a very recent post I highlighted the need to tear down the walls within marketing, PR, media and advertising.
Having highlighted the problems that come from trying to keep segregated, functions that should be totally integrated, I now want to propose a fairly obvious solution.
BAM – Best Appropriate/Available Media !
It’s about taking a more holistic approach to Marketing Communications by focusing on messages and outcomes rather than tools.
Rather than doing a Press Release or posting in Social Media or even running a TV Commercial take a step back first to do some objective planning.
As with almost anything in life if you can nail the who, what, when, how, where and how much, you can up about with the best solution and approach. Continue reading WHAM BAM ’em dont PR ’em
Recently when I read of the twenty fifth anniversary of the tearing down of the Berlin Wall I was reminded of one of the great speeches in history. In June of 1987 US President Ronald Regan stood at the Brandenburg Gate in Berlin and called on Russian President, Michael Gorbachev, to tear down the wall that had divided the city for 26 years ….. and just over 2 years later it was gone.
At the time I was midst some work for a couple of clients that had me dealing with the imaginary walls that still seem to divide PR, Marketing, Sales, Advertising, Social Media etc etc. in the mind of many. For one we were doing PR and the other we were doing Social Media .
In April of 2008 I read an enlightening book by David Meerman Scott which set out to define the Rules of Marketing and Social Media in the Internet Age.
As a result I wrote a blog about These New Rules and talked about the need to utilise the best tools available rather than think about Press Releases and Blogs. Continue reading Tear down those walls
For some time now Marketing Automation platforms such as SalesForce have been seen as a potential major disruptor for traditional paid media advertising.
The ability of platforms such as SalesForce to facilitate more organised, direct and easier access to customers and prospects is being harnessed by many major companies worldwide at the expense of the $800 billion worldwide ad industry.
Some years ago we undertook a project for a client with just this in mind….. and we in fact combined traditional advertising with Salesforce in a primitive way to establish the basic foundations of the sort of marketing automation platform we see as very much the future.
We chose SalesForce as the platform as we believed it was best suited than and had the future focus needed, especially being Cloud based … this judgment has been vindicated by the prestigious business magazines Forbes and Fortune
SalesForce was named by Forbes Magazine as the World’s Most Innovative Company. This is the fourth consecutive year that salesforce.com has received this recognition. This comes on the heels of the company being chosen by FORTUNE as the World’s Most Admired Software Company for the second year in a row and being ranked 7th on FORTUNE’S 100 Best Companies to Work For list. Salesforce.com is the fastest growing top ten software company and the world’s #1 CRM platform.
Before launching our Client’s ad campaign on TV we build a website that matched the campaign and embedded in the site a SalesForce form to ensure that we captured information directly from everyone who was interested in our Clients’s offering. Given the focus of the ad campaign was a very clear call to action – Go to Our Website NOW – We wanted to ensure for the future that we built a database that could be sliced and diced, segmented and targeted via email, social media and other direct digital channels well into the future. Continue reading The Mad Men meet The Math Men
In his book ”Life After The 30-Second Spot: Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising”, released June 2005, Joseph Jaffe focused on how advertising is evolving in a world ruled by an empowered consumer and no longer governed solely by the 30-second spot.
Ten years on it is very clear that traditional advertising, in the form of print, radio, and most notably, television, used for decades, no longer works as effectively they once did.
However with the growth of social and digital media and the associated analytics and measuring tools and techniques now available, TV is even more of a viable advertising medium than ever. With the costs of production coming down as a result of technology advances too, the cost effectiveness of TV advertising has never been better.
In fact now with the ability to monitor, measure and analyse…coupled with better insights and targeting data the old adage:
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.
Continue reading More Than a TV Commercial
The need for this blog was promoted by a meeting I observed in a coffee shop today. It appeared that a local wine producer had engaged an Asian graphic designer/translator to develop a Chinese version of his packaging and his marketing materials…but clearly he doesn’t get China and his advisor, I assume, was just telling him what he wanted to hear. It appeared that getting ready for China to him was about translation and not branding.
All I needed to see were the new labels for his wine…they looked exactly like the Australian ones with Chinese Characters. Why is that an issue.? Well his labels are all solid black with white writing. The worst colour combination for China.
Chinese would look at that label and assume if they drank it they would die…as that’s what Black in China represents.
The message here is unless you have a very strong, successful and highly sought after Western Brand you are going to need some drastic rebranding for China. Continue reading China Ain’t China
In the recent post Don’t just add value…Add meaning I talked about the role of the Trusted Advisor in the selling process and the refocus from Product to People.
In further developing this model it is important to look at how the sales cycle can be improved in line with this shift in focus.
Having already talked about the importance of the New Ps rather then the old Ps I now want to talk in depth about the most important Ps – Problems, People, Products, Profiles, Productivity, Proof and above all something every business craves Prospects (quality and qualified).
While every business today needs at its heart a willingness to embrace Innovation and Disruption of the norm coupled with specific Expertise and Experience – above all it needs access to information to develop insights that can guide the business in all aspects of its operations. Continue reading Selling — It’s All About Me or is that You