Mistakes aren’t wrong. Wrong isn’t a mistake.
Makers of ads push their chairs back and say “yeahhh…now that’s smooooooth.” …while your customer sliiiides right off.
Making Better Recruitment Ads | Wizard’s Roundtable
How you recruit can say a lot about your company to both prospective employees and prospective customers alike. Some tips: As with any advertising, involve the applicant. It's not about money. Use current employees.
Formulas and Recipes
Formulas do exist in marketing: Quantitative research, KPIs, customer acquisition costs, pricing strategies, etc. But there are also malleable recipes: Customer experience, value perception, elegant logo design, and positive public relations.
Wizard’s Roundtable: How to Improve Your Marketing For Free(ish)
What are businesses doing as customers come back? And three things to measure right now to make sure employees are treating your customers right.
The Deception of Earholes and Eyeballs
Getting your ad in front of the most people is the top priority of businesses. But it should be the third thing on your list. If you have to choose between talking to 100 people once or 50 people four times, pick the latter. Every time.
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.