FLY PAPER THAT FEELS GOOD
Great ads should be like fly paper that feels good. Think about your favorite campaigns - you love seeing them over and over again. Stickiness is one of the most overlooked and most important Continue Reading
PARDON ME, YOUR STRATEGY IS SHOWING
Pardon me, your strategy is showing. How often have you seen advertisers make their strategy statement their advertising? There's a big difference between the two. Strategy is the message you Continue Reading
THE MANY FACES OF YOU
The many faces of you: time of day, different situations, different connections. Speak to your customers at their convenience, not yours. Different dayparts and different consumer experiences Continue Reading
STRATEGIC IRRELEVANCE
Strategic irrelevance: Don't fall in love with execution that has no motivation. It's easy to get into the habit of doing things a certain way simply because you've always done it that way. Or Continue Reading
DON’T GET DIGITALLY DRUNK
Don't get digitally drunk. Just because you come across the latest social or digital medium doesn't mean you should do it. Be cautious as well as current. Just because you can doesn't mean you Continue Reading
CHEAP AND CHEERFUL (CAN I SHOW YOU SOMETHING IN AN INFOMERCIAL?)
Have you tried a 30-minute infomercial lately? It's a great medium for the right product or service. You're not the only one watching at 2 AM. Remember those billboards you've seen on the Continue Reading
YOU GOTTA HAVE FRIENDS
You gotta have friends. Read the blogs that talk about your company. Got friends? Encourage them. Got enemies? Politely engage them. Don't argue with them, just start by agreeing with them -- Continue Reading
THE BIZ OF BUZZ
The Biz of Buzz: nothing's more powerful than what customers tell other customers. Do you have any idea what your customers are saying about your product or service? Start by checking the blogs. Continue Reading
THE CONSUMER HAS A LIFE – REACH HER IN IT
Your customer has a life. She's not waiting around for your message. Find her where she lives and engage her there. And not just where she resides, but where she lives: at work. At play. Continue Reading
NOBODY WATCHES CABLE TELEVISION
Nobody watches cable television any more. We watch television. Are you making distinctions in your industry that your customers don't care about? Take a look at your business through the eyes of Continue Reading
