Archive for June, 2008
Choice Crickets
B2B technology marketers spend their time in a fairly rarified world: complex products, sophisticated buyers, intertwined programs.
We’re schooled in thinking strategically, acting tactically - and making sure that when we’re acting tactically, we’re thinking strategically.
We work hard at getting the message, the mix, the metrics right. We debate whether the “4 P’s” are changing - [...]
First, listen
How do you get started with social media? The first step, as Mack Collier writes on MarketingProfs, is by listening.
Before you can launch a successful social media strategy, you must begin monitoring existing conversations about your company.
The most obvious reason is that if conversations about your business are taking place, you want to know about [...]
Marketing the Goods in Real Time
If there’s one group that regularly tip my cap, helmet, and sweatband to it’s those who do the marketing for professional sports teams.
I may not always agree with them, and sometimes they’re so over the top I just have to laugh out loud. (Major League Baseball caskets, anyone?) And they do have it somewhat [...]
Effective Product Marketing Rule #11
This is the eleventh in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #11: Align marketing campaigns by buyer persona, not just products or services.
The other day, my husband showed me a direct-mail postcard he’d received. It was from a Boston-area boat club, and it was advertising some special [...]
What’s across the social media chasm?
A few days ago I had the privilege of being a guest speaker at my friend Thom Haller’s information architecture course at the USDA Graduate School in Washington. We discussed the future, and questions about who will own the social graph and how we’ll manage privacy and what types of media will enjoy widespread adoption, [...]
The Brand Experience - not as recent as you might think
While any number of old-time brands come to mind - Winchester Rifles, the McCormick Reaper, Singer Sewing Machines, Kellogg’s Cereals, Coca-Cola - I’ve always thought of branding as being something of an artifact of the industrial age. Sure, individual artists and craftsmen made their mark on the wares they created, but the name brand is [...]
Off to BlogPotomac
I’m off to DC for BlogPotomac! Looking forward to some great networking, sessions, and the recharge that comes from what looks to be a great event. And, of course, a weekend visit to my former home (which still feels very much like home to me).
If you’ll be there, say hello!
Dean Rieck on Direct Mail Tools
I remain a big believer in direct mail.
If done well, it can certainly be far more effective than email marketing, the majority of which goes unread (if it’s not caught in the spam-filter first). And especially these days, when people aren’t so bombarded by direct mail as they used to be. (I know this [...]
The tortoise and the hare: in praise of consistency
Product launches. Grand openings. Big events. Most of us have done more than a few. If we had to account for the results of these activities, could we say that they were worth it? Seth Godin says, “Probably not.”
Make a list of successful products in your industry. Most of them didn’t start big. Not the [...]
Fly Derrie-Air
As a way to demonstrate the effectiveness of their advertising, Philadelphia Media Holdings, publisher of a couple of papers in Phillie, published a fake ad last week in their papers.
The ad, for a fake airline called "Derrie Air," is pretty clever.
Derrie-Air is the world’s first carbon-neutral luxury airline. We will offer our passengers the [...]
