December 02, 2004

The Right Marketing for the Right Play

At the same Ignition offsite, a recurring theme among CEOs was the importance of not only simplicity but also consistency across the organization. So several folks also asked "OK so I've chosen my play, that should keep my strategy simply, but what does that imply in terms of the marketing decisions on down the organzation, how do I keep these consistent?"

They asked for a quick summary of the standard implications of each chosen play on the key marketing elements. It's also in the book, but here's a reprint:

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June 14, 2004

What do we mean by Campaigns?

This entry is a bit overdue. We've talked a lot about this Marketing Playbook system. It has Plays, a Playing Field and Campaigns. So let's explain what we mean by that. If the Play is the strategy, the Playing Field the market and other conditions you face, then the Campaign is the tactical action of running the play down the field toward your goal. These tactics consist of a ton of things, all of these are really choices. Our list includes the product and it's packaging, how it is priced, the positioning and messaging that makes it compelling and different, the promotions you use to drive demand, and the media you choose to reach people with. All of these elements come together to create a successful campaign. The true test of your play.

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May 21, 2004

3 Ways to Breakthrough in the Future

Brand Autopsy: Commercial Messages of the Future??? Interesting entry on the continuing quest for bridging the gap of effectivly reaching/connecting with people in their ever changing behavior, tastes and media consumption habits. Paraphrased here: 1. Get them where they work, not just where they live (Bob Flood, Publicis) 2. Let the advertisers become the producers/or product placement = the movie (Ty Montague, Weiden+Kennedy) 3. Stay simple so that single images you create become iconic and work everywhere (Michael Patti, Y&R) It seems to me that 1 and 2 are already happening and are - depending on your POV - unfortunately inevitable. And that 3 should be happening now but few are brave enough, patient enough or instinctive enough to keep it interesting, relevant, constant, clear and simple.

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May 13, 2004

Ads may be boring but Blogs aren't

Marketing Tom: Blogs as PR and Marketing tools This blog entry from Tom seemed really timely in the ongoing discussion Rich and I are having about advertising. Interesting - we were complaining about how most of the advertising we see is boring, not memorable, all the same. And then Rich said, you know the most interesting advertising I've seen lately is Blogs. I read em, they're different. They are often irreverent and and fresh. And whether they intend to or not they have a big influence on what I buy (just look at his personal site if you want to buy bike parts, head phones or other wierd electronic equipment. If that isn't doing what advertising media are supposed to I guess I don't what they are supposed to do anyway.

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May 12, 2004

Advertising is it that bad?

Church of the Customer: They said it: George Orwell Liked this quote from George Orwell: "Advertising is the rattling of a stick inside a swill bucket." But what about these: "I honestly believe that advertising is the most fun you can have with your clothes on." - Jerry Della Famina "Advertising is the greatest art form of the twentieth century." - Marshall McLuhan "Advertising is the life of trade." - Calvin Coolidge "Ninety-nine percent of advertising doesn't sell much of anything." - David Ogilvy Advertising is "[a] ten billion dollar a year misunderstanding with the public." - Chester L. Posey, Senior V.P. & Creative Director, McCann Erickson

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May 10, 2004

Conversation marketing

What is conversation marketing? | Conversation Marketing Really like these principles for any type of marketing campaigns: - Dress appropriately - Sound smart - Observe and adjust - Make a connection - Brag modestly

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May 06, 2004

New/old ways to reach

Thinking by Peter Davidson: "Programming" Billboards Here's another potential C answer to the ABC problem of reaching folks outside of broadcast. Follow you around with living advertising. New? No. It's just programmed billboards. Why not? Go to the Ginza in Tokyo and you'll see how cool it can be. A local company, CashPoint, is also doing this at places like the GreatWallMall and at ATMs.

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