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
Every business can tell you what they do ….some better than others with Mission and Vision statements etc. But very few can ever succinctly explain why they do it…. apart from making a profit of course. Recently when talking about setting up a new Joint Venture – MoreThanaTVcommercial.com – with a long term associate business – Vision House – I was asked the why question.
That made me reconsider the What and How of our plans as well. I doing so I read widely about other similar businesses in advertising, marketing communications, digital media etc etc. Whether I read it in the news papers or an a website there were certain words and phases that stuck with me in analysing the What and the Why of our planned approach.
So I must apologies to anyone whose words I have used without credit …but I just dont remember where some of my notes came from …… Sorry!! With the apologies out of the way here goes – my concise wording …. not an easy task for someone prone to premature elaboration…. Continue reading Its not just what you do that counts …but why you do it….. and how you do it
For as long as I can remember I have been highly cynical of Testimonials posted on websites …. in fact the more a business has, the more cynical I become. Generally they either feel like they have been written by someone like me for a client or written by a real customer struggling to not speak in marketing babble.
As such I have avoided where possible using Testimonials for my clients unless I can find ways to add credibility – inclusion of a real picture for example. And more recently I have dropped the term Testimonial and adopted the term Memories … a much softer and, in my opinion, a more genuine sounding description.
Of course the memories are always good ones.
In line with this concept we have recently developed a new Campaign for our client Property Asset Planning. For some time we have used the website address FindOutTheFactsNow.com as a slogan across all of our campaigns to imply that unlike our competition we deal only in the Facts.
But in an investment business that talks about reducing tax and increasing wealth it is not possible to substantiate some of the facts in a manner that is acceptable to CAD – Commercials Advice service which provides classification and information services to advertisers, agencies and production houses in relation to television commercials and infomercials and effectively governs what Free-to-Air TV stations will run.
As such we decided it was best to use the memories of our clients to tell the real facts that we wanted to convey to the general public in a series of Television Commercials to air on Network 10 over the next few months. Continue reading Forget Testimonials – Think Memories