Sometimes clever works

And sometimes clever is too clever. But. There are times when that clever wordplay is just right. For instance, MetLife. For the if in life. You see, if is right there in the middle of the word life. And what does MetLife do? It sells insurance, and you get insurance for the what ifs in [...]

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Marketing and Economy

Given the uncertainty in the economy, many people are cutting back on discretionary spending.  Restaurants are especially hard hit during economic downturns, as people stop eating out. And in marketing, you can see two extremes: cutting out marketing dollars or excessive/over the top marketing spending. Which approach makes sense?
To cut out marketing completely is really [...]

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The Virtues of Staying On Message

As a marketing communications case, Barack Obama’s campaign is the clear winner. The campaign has chosen a message (the economy is really bad because of the Republican’s mismanagement of it and Obama can do better) and stuck with it. People are concerned about this message and are responding well to it.  The McCain campaign on [...]

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Ways of seeing

In the end, as consumers (of products and of media), we see things the way we want to see them. If anything has become clear with this presidential campaign, is that voters (consumers) see what they want to see, and so does the media. There is no such thing as lack of  bias. Everyone knows [...]

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Improve your marketing communications

Are your efforts working? You advertise and send direct mail but are getting no results. What do you attribute that to? Chances are you are not communicating effectively. Here are a few things to consider:

Target audience: Are you sure you are targeting the right demographic? Are you reaching the target effectively?
Clarity of message: Are you [...]

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On knowing your target audience

Knowing your target audience is the primary task of any marketer. How can you craft your message if you don’t know who you are speaking to? How can you make sure your potential clients buy your product if you don’t where they live, what they like and the other elements that make up your demographic [...]

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