Category: Heart on your sleeve
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Just finished sending alumni newsletter in waves, avoided throttling, but also learned more
This is a fragment of a screen shot from my email software, PoliteMail. Although the company allows the option of using their mail servers, that has led to higher undeliverable messages for me. The regular email server for the account (a free Windows Live account) lets me send about 200 indentical messages a day, and by breaking the…
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Building a conversation means finding something to be interested in…
As a business owner, I've come to the slow realization telling people what you know is boring. To use social media effectively, you have to make conversation, so you can't just tell, you have to learn small talk. You have to take an interest in a large variety of subjects for which you will never be an…
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Two ways sponsorships engage an audience
As I observe the evolution of marketing and advertising, I am convinced that 'sponsorships' will become one of the most important ways for companies to gain and keep awareness among a target audience. Sponsorships take the pressue off a company to talk too much about itself (or theirselves, I guess). Your audience is interested in…
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Giving your customers more power
T3 of Austin has developed the interactive components for Chase's new campaign targeting small business owners. Competing directly with the American Express 'Open for Business' campaign, 'Ink' focuses more on the entrepreneur's desire to 'do-it-my-way.' The most powerful marketkeeping component of this offering is the fact you have to configure and choose your reward options.…
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Sales Leads: Talk to ’em or Lose ’em
'Working a lead' is an unfortunate concept because the person at the other end often ends up feeling 'worked on.' Always remember that your leads are people who can tell you what's going on. Take an interest in their life—it won't take long until you relationship has a trajectory and a rhythm. Marketing Strategy and…
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Let my people sample
Good commentary offers a way for people to sample your mind, to figure out if you are on the same wavelink. To find people who share my values, I want to sample their thinking. The article below is about physical samples, but mental samples count, too! AdWeek: Sampling Inspires Repeat Purchases, 2009-Aug-4, by Ken Hein:…
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Reintegrating the brand after many campaign jumps
Burger King, like many major brands, has jumped from one advertising campaign to another, maximizing confusion. Now they recognize that their customers want to them to be something more integrated. It's like looking in a fractured mirror, of course. Wall Street Journal Digits Blog: Subservient Chicken, Whopper Freakout Come to BK.com, 2009-Jul-20, by Andrew LaVallee…
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How to Make Marketing More Humane
Speaking as someone who's spent hours in the emergency room waiting for them to sew my fingertip back on, I'd like to salute the simple, marvelous attention to detail that makes our lives better. You probably can't tell by a casual glance, but one of my goals in life is to make marketing more humane.…
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How to Squeeze your Marketing
When times are tough, it’s more valuable to shrink your target market rather than letting your margins shrink. Staying in touch with existing customers is usually much less expensive than acquiring customers. If your customers are suffering, then commiserate with them! The most important problem is avoiding fear. Channel your energy into strengthening your relationships.…
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How to Display the Brand
Transparency is now a requirement for building a brand. You have to transmit your core values to every employee and every supplier by talking about them all the time. If you focus on communicating your core values in each and every interchange with others, then you will eventually "crowd out" inconsistency. Brandchannel.com: Differentiation. 2007-Dec-17, by…
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