maximum potential

these are the thought starters, insights, and inspiration to get you, and the brands you manage, to reach your maximum potential

marketing and advertising that works

this post is one of a series as i write my book to help marketers and advertisers (re)Think how we approach communicating with our audiences. in order to sharpen my thoughts and ensure that i am building rather than adding to the clutter, i decided to write the book (at least the headlines of it) through weekly wednesday posts on my blog so that we could discuss together. you can check out the entire series here. for those who read for more of the (re)Think life slant, don’t worry, i will include life applications as much as possible.

over the last few weeks we have discussed some of the perceptions that we hold as marketers and advertisers (and people) that just may be incorrect.  namely, we assume that people should listen to us because (1) we believe we are the only person in the room and have their full attention (2) we think that if we shout the loudest people will pay attention.  the reality is that we are in the attention game to communicate and bring value to people’s lives.  over the next few weeks we will walk through this truth and the few approaches that i believe really work when it comes to marketing and advertising.  Here’s a sneak peak:

  1. approach people as people, not consumers
  2. take the chance to do marketing w/ meaning (i am using the name developed by bob gilbreath/bridge worldwide because it is much cooler than my benefit or utilitarian marketing nomenclature)
  3. be different…i mean really different
  4. leverage the power of word of mouth

Filed under: business branding, lifemark, my book, , , , ,

it’s time to grow up, shouting doesn’t work: truth #2

this post is one of a series as i write my book to help marketers and advertisers (re)Think how we approach communicating with our audiences. in order to sharpen my thoughts and ensure that i am building rather than adding to the clutter, i decided to write the book (at least the headlines of it) through weekly wednesday posts on my blog so that we could discuss together. you can check out the entire series here. for those who read for more of the (re)Think life slant, don’t worry, i will include life applications as much as possible.

truth #2: it’s time to grow up, shouting doesn’t work

as humans, we want attention.  when we speak, we want others to listen.  we want to be heard.  after all, we are important aren’t we?

in reality, brands are no different.  and like little kids who have yet to fully mature, when brands don”t get the attention they so desperately want (think they deserve) they yell.  and if that doesn’t work, they yell louder by launching a new campaign, increasing their tv buy, or dialing up their print ad executions.  after all, who doesn’t pay attention when someone is yelling.  the problem with yelling is that it doesn’t work.  besides the fact that people get annoyed, they also get used to it.  pretty soon it all becomes part of environment and we block it out.

the reality: shouting may have worked a few decades ago when there were only two of you competing for attention, the cost of publishing was not zero, and information could not travel as fast because there was no internet or social media. but those days are a thing of the past.  you can shout all you want, but your listeners are not listening because they are immune to those who talk at them instead of with them.

consequently, it’s time to grow up.  it’s time to stop yelling and shouting and learn to use your grown up words.  it’s time to join the adult conversation.  if you don’t, you will miss opportunities to join the dialogue that all of the other adults are already having about you…without you.

Filed under: business branding, lifemark, my book, , , , , ,

this is what digitally really looks like

this is what the digital space really looks like, only it happens online.  

 

digital is social

yep, it’s the same.  people interacting with each other (strangers and friends alike), sharing stories, talking on the phone, entertaining themselves, consuming information to make decisions decisions or be shared later (either offline or online), etc.  only it happens much faster.  

if we looked at digital like this, would we get excited about our ad (banner) on the wall (is anybody reading the walls/our banners?) or our microsite ten stores down and around the corner where nobody is?  would we walk in and yell at them to get their attention or would we approach the conversation differently?  it’s time to (re)Think how we approach talking to the people we want to build relationships with both on and offline.

(this is a preview of where our (re)think book is headed, make sure to check back daily—but at least every Wednesday—to participate in the conversation)

Filed under: lifemark, my book, , , ,

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