Blog Archive

Using Words for Fun and Profit

Our job as marketers usually requires using words to communicate, sell, motivate and inform. Sometimes we just run out of them and have to make them up. And popular culture is fickle. It is never satisfied with existing words and phrases, so we constantly evolve and create new words to …

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You Are a Hero…a Marketing Hero

A cute little puppy named Cheddar shuffles down the beach in Ft. Lauderdale, Florida. He’s sniffing and investigating all the sights and sounds. He stops and looks out into the water and sees seagulls swooping down and plucking their fish dinners out of the ocean. Cheddar is just three weeks …

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My Favorite Marketing Mind Tricks

Mind Trick 1: Say your brand name or tag line a different way in order to stand out. “Zoom, zoom,” whispers the little kid, and a snappy little Caribbean-flavored jingle kicks in. It’s the 2003 commercial that launched Mazda’s repositioning back to its roots as a sports car. The whispered “Zoom Zoom” …

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Use the Power of New in Your Marketing

Think about this morning. You probably got up from the same bed in the same house you’ve lived in for years. Perhaps you took a morning jog around the neighborhood.You probably run the same route each day because now you know which one works best for you. Your earphones are …

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Keep Your Marketing Machine Running Great

Fast & Loud is an off-beat reality TV show that features a hot rod shop in Dallas called the Gas Monkey Garage. The guys there buy cars, make them into super-fast hot rods and then sell them. Usually, they start with cars are old and beat up. But sometimes they start …

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Monkey See…Monkey Do. Marketing Lessons from the Zoo

Bobo and Elroy, a couple of clever chimps, are hanging around the monkey bars. As usual, the subject of human behavior comes up. “I can’t believe humans say we try to imitate them,” says Bobo. “Yeah,” says his buddy Elroy. “Have you seen the scowl on Donald Trump’s face when …

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Bring in 350,000 Customers in Six Days

Promoting major seasonal events, like county fairs, has one big drawback — the weather. When it gets too cold, too hot or too rainy, visitors (aka the customers) stay home in large numbers. A few bad weather days can make the difference between a successful year or a bust. So …

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Five Marketing Lessons from Grade School

Do you remember how you felt when you were young as the summer began to fade? You started thinking about heading back to school with a mix of excitement and dread. Maybe you were heading to a new building as you moved up a grade. All kinds of questions popped …

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Using Facebook’s Bluetooth Beacon to Connect with Customers

Look around the next time you’re at a restaurant, the mall, a baseball game or a movie theatre. Almost everyone has a smartphone in their hand. People want information at their fingertips and at a moment’s notice — and that’s how they get it. Supplying some of the largest chunks …

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The Brand Experience Creates Your Brand Image

Everyone wants a great Brand Image. They want their product or service or organization to be in demand, popular, desired, and the envy of all the competition. Sounds a lot like what we boys wanted when we were in junior high. Back then everyone had a suggestion on how you could …

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The Real Risks of Running Flash on Your Website

Not long ago, I received an email from a client who was concerned about Flash. Facebook recently urged Adobe to kill off Flash — their nearly 20-year-old platform —citing security vulnerabilities among other reasons. Google and Mozilla, developers of the popular web browsers Chrome and Firefox, also made announcements that …

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Develop a Brand Name with Bark and Bite

Choosing a brand name or changing your existing brand name is challenging. I’m always looking to develop a name that has “Bark” — grabs attention and stands out from the crowd and also“Bite” — it grabs you with emotion or some other connection. There is much speculation out there as …

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Clinton and Bush Logos Delight and Disturb

When I saw the campaign logos for Hillary Clinton and Jeb Bush — two of the early front-runners in the 2016 presidential election — I was struck by how unusual they were. So I sent them — along with logos from the campaigns of Ted Cruz, Marco Rubio and Rand …

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NBA T-shirt Giveaways — Conformity or Community?

If you happened to be one of the more than 23 million viewers who tuned in to watch NBA finals featuring the Cleveland Cavaliers and the Golden State Warriors, you may have noticed noticed a pretty amazing sight. Almost every fan was wearing a matching T-shirt. Yes, the fans, not …

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65% of New Customers View Your Website With a Smartphone

But only one in four websites are mobile-ready. If your website has not been optimized for mobile viewing, it’s difficult to view and links don’t work well. Worse, Google lowers your search ranking. Prospects who do find your website leave quickly and end up on your competitors’ mobile-friendly sites. A …

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Consumers Are Still Crazy About Coupons

It was a $5 drill bit. I ran in into Sears, grabbed the drill bit and handed the clerk my cash. I didn’t even want a bag. I wanted to grab my receipt and run. But I had to wait while the register spewed out a half-dozen pieces of paper. …

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The Five Best Reasons to Revamp Your Website

Every website needs a facelift from time to time; subtle additions to the site or its features should be done on a regular basis. But at some point your website will need more drastic changes — a redesign or revamp. Maybe you sense you’ve squeezed as many miles out of …

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Online Reviews: Are They Dreams or Nightmares?

A few nights ago, I had a strange dream. My wife and were eating dinner and she asked how my day went. “Let me check,” I told her, and picked up my iPhone. “Hmm, I got four stars from an employee I let leave work early to bring her dog …

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What’s Your Superpower?

A few weeks ago, I was invited to join an elite group that was embarking upon a special mission to save the world and bring all villains to justice. There were three of us: my grandson Nico, age three and a half; my granddaughter Ava, age two; and me. Nico …

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Always Bring A Gun To A Sword Fight

There’s a scene in the blockbuster movie Raiders of the Lost Ark that everyone loves. Indiana Jones, played by Harrison Ford, has just arrived in Cairo when his partner Marion Ravenwood is kidnapped by the Nazis. Indy starts running through a crowded Egyptian bazaar, desperately searching for her. Suddenly, the …

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Super Bowl Advertising – All About That Base

What was the best TV commercial during Super Bowl XLIX? What was the worst? Depending on who you ask and what criteria you use to judge the spots, the opinions differ quite a bit. So sometimes it helps to look at the overriding themes. One theme you might have noticed …

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The Only Marketing Plan You’ll Ever Need

Yes, this is the only marketing plan you’ll ever need — and if it seems simple, that’s because it is. But even though it’s simple, it’s not easy. In fact, this plan is a real challenge. And remember, this just the bones; you have to add the meat. If you’re …

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Building Blocks For Non-Profits

Non-profit organizations play a critical role in in America. The dynamics of their growth are unique and different than commercial, for-profit ventures. But they become more alike once the non-profit organization grows to a certain level. As few as ten years ago, branding, marketing and paid advertising was rarely discussed, …

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Christmas Creep Starts Earlier Every Year

“Did you get my letter Santa?,” my kids would ask. “Of course!” he would lie. Then he’d wink at us parents and say, “But Santa gets so many letters, it’s hard to remember. Why don’t you tell me what you asked for?” Typically, Santa would officially arrive in most large …

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