This Never Works
When asked “how did you hear about us,” the customer’s responses were: 31% heard about them from newspaper 24% saw their TV ad Meanwhile, 100% of their advertising was on the radio.
Same Same Sameity Same Same
City dwellers stop hearing the traffic and sirens out their windows. Psychologists call this “habituation.” Marketers call this the enemy.
Basically the Basics
Like shelter, water, and food…let’s break marketing down to 3 basic items: Brand Promise, Brand Consistency, and Brand Execution.
Actually, Most Things Will Be the Same
This is about the habits and motivations of the greater human condition at a macro-level. Dr. Abraham Maslow hasn’t failed us thus far, and his hierarchy of human needs isn’t likely to falter any time soon.
Wizard’s Roundtable Episode 4
Why right now is probably the worst time to try old sales tricks like adding urgency and false deadlines in your advertising. And the role that social proof will play in the speed and timing of the economy reopening.
Wizard’s Roundtable Episode 3
We discuss pivots you can make right now to get you through this very unusual episode, and how we can apply lessons from past downturns in the economy.
Wizard’s Roundtable: Episode 2
The four things that need to be in every commercial, no matter what's going on in the world. And whether or not this is the time to renegotiate your media buy.
Say This. Not That.
The mad dash to make special “COVID-19” advertisements has been an unexpected boon for copywriters, producers, and graphic artists. But is it necessary?
Wizard’s Roundtable: Episode 1
“Gosh, we don’t know what’s going to happen this afternoon. We don’t know what’s going to happen this month. We don’t know anything.” How does a business plan for the unknown?
What Now? What When? Marketing Through a Pandemic
On the scale of things that are important right now…Marketing isn’t even on the board. But marketing is a rope that directly connects your business tomorrow with the realities of today.
Dave Said What?
“Marketing is too important to be left to the marketing department.” So sayeth the late David Packard (he was the other guy in Hewlett-Packard). Was this a snarky dig at marketing? Or was Dave trying to get something else across?
Business is Not a Football Game
More than 65% say they will drop you like a sack of hammers if you give them bad service. And they won’t think twice about it. Your football team sucks.
C. F. Hathaway’s Formula for Maximizing a Small Ad Budget
David Ogilvy’s “The Man in the Hathaway Shirt” ushered in a new era of storytelling in advertising. The story, however, took place entirely in your imagination.
Media Perceptions VS Reality [Video]
Maybe what you think is happening… isn’t happening. In this video, I look at the media people think works the best, compared with analysis of what does work the best.