Blog Archive

The Yoga Marketing Plan

My palms are together as if I’m praying. But I’m bent at the waist and twisted to my right side. My right elbow is pointing to the sky (the ceiling) and my left points down to the floor or — as our instructor Kathy calls it — the earth.  Yes, …

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Marketing in the Year 2525

Imagine the year 2525. You won’t be reading my column. Instead, your iPhone 22 will read my column to you.  Of course, I won’t be writing my column either — my avatar will be writing it for me. And since he/she/it is just about perfect, the grammar will be a …

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Quit working for peanuts…START WORKING FOR SMILES

I was talking to 5-month-old Nico Farris. Well, not actual words…just “Whoop, Whoop, Whoop! Wheeeeeee! Whoop, Whoop, Whoop! Wheeeeeee! Whoop, Whoop, Whoop! Wheeeeeee!” I say this as I bounce him up and down in my lap and then thrust him up in the air and hold him above me. I …

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Bull Riding and the Dallas, Texas Brand

So here I am at Gilley’s huge new location in Dallas. Gilley’s is the bar made famous in the movie Urban Cowboy. You’ll recall that Bud Davis, played by John Travolta, tries to impress his girlfriend Sissy, played by Debra Winger, with his (mechanical) bull-riding skills at Gilley’s. This location …

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Apple and the UberBrander – Steve Jobs

I helped make Steve Jobs wealthy by purchasing Apple products. He helped make me happy, hip and productive. We got our first Apple computer in early 80s. It was rectangular, and it was slow by today’s standards — but it was cool. And if you owned an ad agency, you had to …

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Take a Position/Build your brand

Take a Position But not just any position. If you want your branding efforts to be successful, you need to develop a strong Positioning Statement.  Use these guidelines — It’s what you’re the best at — what do you do better than anyone else in the market? It’s important — …

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THE WORST MISTAKES IN MARKETING

FUNNY IS FINE…IF IT REALLY IS FUNNY We’re sitting in the darkened editing suite. We just viewed a commercial I shot and edited. A client asked me to shoot what he thought was a funny concept. I cringed, but wanted to keep the client happy. So now I was asking …

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Memories Fuel Fair Marketing

I could see the rides. I could hear the midway game barkers. I could smell the french fries and…well…the horses that apparently had their dinner earlier that day. It all seemed so far away even though were were close. My five-year-old feet were tired from walking to the entrance from …

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Campaigning for a Cause

Can you pass a levy without spending heavy?  The answer is YES. Several months ago, we faced that question when we took on the challenge of managing a campaign to pass a 3.8 mill Police Levy in Boardman.  And the levy passed by more than a thousand votes with almost no heavy …

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THE BRAND NAME GAME

What is in a brand name that makes it special? Can it really make a difference? Or are there other factors that determine the success of a brand, like extensive advertising campaigns? Let’s face it, with enough TV spots, we can make the name “Humperdink Hamburgers” work for the name …

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THE ULTIMATE BRAND: THE FIRST GRANDCHILD

Starbuck’s, McDonald’s, Mercedes, BMW, Nike, Reebok, Budweiser, Coors, Raisin Bran, Special K, ESPN, NFL, Home Depot, Loews, Macy’s, Target and dozens of other brand names are well known to me.  But yesterday, all of these names faded away. A new name overtook every brand I ever knew: Nico. NICO was …

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AVOID THE SOCIAL MEDIA RUMOR TRAP

Using social media such as Facebook for business and non-profit organizations can be a trap of sorts. You want to interact with customers and prospects — but unlike paid media, messages and responses are more difficult to manage. CEOs are concerned that a nasty rumor will be planted by a …

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Me + Senator Schiavoni do TV spot for Our Valley Cooks

Senator Joe Schiavoni and I are on the end of this commercial promoting Our Valley Cooks for Kids. The event is the annual fundraiser for drug prevention programs for kids in the Valley and it is put on by Farris client Meridian Community Care. We are proud to be a …

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SHOULD YOU GO ON A TALK SHOW?

SHOULD YOU GO ON A RADIO TALK SHOW?That depends. If you are representing a cause such as a non-profit or a levy, you need to understand the view of the host of the radio show before you go on the air with him or her. Understand that in most cases, …

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There Should Be Playoffs for TV Commercials

Most of the TV spots we saw February 6 should never have made it to the Super Bowl IMAGINE THIS You have millions of dollars to spend on producing one or two TV commercials. Now pretend you have several million dollars more to run a commercial during the most-watched TV …

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11 Things You Can Do to Help Make 2011 a Successful Year

No one can do everything, but everyone can do something to improve their marketing, their community and their lives. Here are eleven things you can do to help make Twenty-Eleven a successful year. 1. ATTEND BRAND CAMP. Meet three times with key staffers to discuss your brand and your position …

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Imagine Marketing at the First Christmas

Something our pastor said at Christmas Eve services this year inspired me and got me thinking about what it would have been like working in marketing and PR at the FIRST Christmas. I imagine it would have gone something like this… Bethlehem — the year Zero. I’m working in this …

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