Tag Archives: Advertising campaign

Missing My Wallet

Birthday Cake

Image by Пероша via Flickr

I had a birthday recently and am now firmly ensconced in the 55+ demographic. I know that this doesn’t matter to any of you since my youthful spirit shines brightly. However, it seems to matter a lot to people doing research or trying to sell stuff. What a shame.
This really hit home to me as I was being screened for yet another online survey. I take these for a couple of online music services in order to get the service for free. However, although I live in a nice zip code and am an active consumer (with opinions about everything as you all well know), I screen out of a lot of surveys – my opinions aren’t needed –  and I’m pretty sure it’s the age screen that determines that. Huge mistake, and here’s why. Continue reading

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Filed under Helpful Hints

The Leaf Campaign

Have you seen the new ad campaign from Nissan? You can find the videos on YouTube and a Facebook page is home base – check it out. What I like most about it is that it asks a very simple question and does it in a way that I think makes an excellent business point with which to start the week.

The campaign raises the question “What if everything ran on gasoline?”  The absurdity of the things depicted in the videos (I like the gas-powered alarm clock myself) gets you thinking about your assumptions.  This, as you  know if you’re a regular here, is one of my favorite themes.  Why do cars have to run on gasoline?  Why do we do the things we do in business (or our own lives for that matter) as we’ve always done them?

This is going to be a brief post to start the week but that single question – why do we do things as we always have – is probably the most important one each of us can ask on a regular basis.  Challenging assumptions has always been the catalyst to big advances  – man can’t fly, there’s no cure for polio, etc.  Hopefully that’s what we’re going to continue to do together in this space.

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Filed under Thinking Aloud

Shooting The Messenger

One of the things I discuss fairly often with clients is measurement.  We chat about things such as “What do we measure”, “why do we measure it”, and “what constitutes success.”  As you might imagine, with every marketing dollar being scrutinized (rightfully so), figuring out ROI is job one for folks like me who are gone with the wind if the results aren’t there.

Well, sometimes the results aren’t there, despite the best efforts of everyone involved.  I’ve always felt that marketing, and digital marketing in particular, is a process of continuous improvement rather than a series of one-time events.  However, that view isn’t always shared, especially in light of “fix it NOW” thinking on some senior management‘s part.  That’s short-sighted and misdirected in my book.  Let me explain. Continue reading

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Filed under Consulting, Helpful Hints