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Getting Into the Mind of the Consumer

The easiest way of getting into someone’s mind is to be first. It is very easy to remember who is first, and much more difficult to remember who is second. Even if the second entrant offers a better product, the first mover has a large advantage that can make up for other shortcomings.

However, all is not lost for products that are not the first. By being the first to claim a unique position in the mind the consumer, a firm effectively can cut through the noise level of other products. For example, Miller Lite was not the first light beer, but it was the first to be positioned as a light beer, complete with a name to support that position. Similarly, Lowenbrau was the most popular German beer sold in America, but Beck’s Beer successfully carved a unique position using the advertising,
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14 May, 2008| Marketing, advertising... | Comments (0) @ 22:17

Free Trade Magazine Subscriptions [Ad]

Remember the five magazines you have never read? Here’s your chance.I got (and, obviously, accepted) a review order on ReviewMe from a site called RevResponse. The site’s homepage makes the business idea sound somewhat complicated, but it isn’t: you, the blogger, get paid for having your readers subscribe to trade publications and white papers for free. Since these publications are trying to build their targeted circulation so that they can charge their advertisers more money, not everyone gets the free lunch — you need to qualify to subscribe. I don’t know how the qualification process works and hence how lucrative this affiliate model is for bloggers, but if everything works as advertised, why not….
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14 May, 2008| Marketing, advertising... | Comments (0) @ 19:38

Fair Trade Groupies Toss Wares in Aisles Six and Seven

The Max Havelaar Foundation, a coalition of fair trade producers and initiatives worldwide, is using this video to promote fair trade practices….
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14 May, 2008| Marketing, advertising... | Comments (0) @ 19:36

Leveraging Web Analytics

Many people look at the typical site configuration and they see a Web Site that points to a Call to Action and then they measure that Call to Action through Analytics, calling it a conversion. If you were to draw that out, it looks like this:

The problem, of course, is that the Web Analytics is housing TONS of hidden jewels of data that no one pays attention to or leverages. Typically, Analytics is utilized only to measure sources, searches, clicks and conversions. Utilizing those reports, the Marketing professional then makes some adjustments and watches to see what happens in the reports. This cycle of hope (you hope something changes) happens over and over.
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14 May, 2008| Marketing, advertising... | Comments (0) @ 19:28

Sci Fi: Just as Good as ‘Gossip Girl,’ Except Not Everyone’s Human. Problem?

Oh my. These ads for the Sci Fi channel make me want to adopt a sweet little potbellied alien. And name it Oliver. And maybe homeschool it….
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14 May, 2008| Marketing, advertising... | Comments (0) @ 19:09

Oxfam follows Goodwill, Opens Upscale London Boutique

On the footsteps of Goodwill’s boutique clothing line William Good, which announced its launch late last year, O…
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14 May, 2008| Marketing, advertising... | Comments (0) @ 18:46

Bogusky Flattered, craigslist Countersues, Home Depot Goes for the Gold

- Fast Company loves itself some Alex Bogusky….
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14 May, 2008| Marketing, advertising... | Comments (0) @ 18:31

Its Trump Card Played, Crocs Gets Gimmicky

Having generated reluctant admirers with its “Ugly can be beautiful” campaign in 2005, Crocs now gives us “What a Croc!” — which has guts in spades, and occasional moments of flair, but is otherwise far less coherent….
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14 May, 2008| Marketing, advertising... | Comments (0) @ 18:12

Abandoning the SEO of Today for the SEO of Tomorrow

Within the mass confusion that can erupt when there is a blog controversy, occasionally a thoughtful post will emerge. Last week ShoeMoney wrote about the Death of SEO and here on this blog Greg Howlett supported that theory, while I spoke up to disagree with those opinions. Others have also been discussing the topic and Joost de Valk…
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14 May, 2008| Marketing, advertising... | Comments (0) @ 17:57

John West - Peli-Can (2008) Print (Australia)

John West is known for canned salmon, tuna, sardines, anchovies, kippers, herring, mackerel and pilchards, with a claim to only choosing the best fish. And so it would be logical that the pelicans stock up on John West cans. The Peli-Can advertisement was developed at Grey Melbourne by executive creative director Ant Shannon, senior art director Tim Holmes, senior copywriter Brendan Guthrie, with retouching done at Electric Art.
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14 May, 2008| Marketing, advertising... | Comments (0) @ 17:20

Invision Carpet Systems - Altered Elements (2008) Print (USA)

“Invision has created a beautiful new line of carpeting with ‘Altered Elements,” says Brandy Gill, executive creative director for Fletcher Martin. “We drew from their inspiration to develop a print campaign that expressed the beauty of nature with the personal touch of unique design.”

read more…
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14 May, 2008| Marketing, advertising... | Comments (0) @ 17:09

The End of Command & Control Branding

For years, classic brand strategy has always been about the creation of a single message that can be used with all of your constituents; investors, employees, senior management and customers about who you are and what value your company provides. Brand managers tend to write it up and paste it on every wall and train every new recruit in it. It’s a classic approach to command and control brand messaging which then gets deployed via all the traditional media and used in every communications channel….
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14 May, 2008| Marketing, advertising... | Comments (0) @ 16:35

Are Long-Tail Keywords a Waste Of Time for Pay Per Click

Brian Carter of Fuel Interactive raises an interesting point about the effectiveness of keywords in the long tail of pay per click advertising. It has long (in Internet time) been thought that advertising on a huge portfolio of search terms will generate better returns because you’ll get a trickle of traffic from thousands and thousands of terms at low cost per click AND the traffic will convert at a higher rate for a double gain in returns.
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14 May, 2008| Marketing, advertising... | Comments (0) @ 16:12

Daily Search Forum Recap: May 14, 2008

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web….

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14 May, 2008| Marketing, advertising... | Comments (0) @ 15:00

Leadership in Games Is a Task, Not an Identity

by: Alex EperjessyThe title comes from the excellent Harvard Business Review article, Leadership’s Online Labs. The article gives an in-depth view of the similarities between leadership in business and in games. While this is not the first time the subject is approached, the HBR article gives it the treatment it needs. And of course, gives the theory some weight…
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14 May, 2008| Marketing, advertising... | Comments (0) @ 14:37

Linky Goodness, May 14

Well, today is a momentous occasion: 401 years ago today, the colony at Jamestown was settled. That would make today the 400th birthday of permanent English settlement in the now-US. Woot. (And last year was the 400th anniversary.)

Apparently not as bloodthirsty as Amazon, Overstock opts to t…
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14 May, 2008| Marketing, advertising... | Comments (0) @ 14:29

Social Networks 2.0 - Data Portability and Gated Social Networks

by: Idris MooteeI have so many responses from my last post, I wanted to explore that subject more next week so for those who sent me emails or posted here plese bear with me and I will get back to you on those discussions. For now, I want to share some thoughts on social networks. We are all wondering how social networking is likely to evolve once we get past the current hype cycle. It is always good to start from the motivations of these social networks.
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14 May, 2008| Marketing, advertising... | Comments (0) @ 14:23

craigslist vs. eBay: the Plot Thickens

Reuters reports today that craigslist has filed a countersuit against eBay in California. Like eBay’s suit against craigslist,…
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14 May, 2008| Marketing, advertising... | Comments (0) @ 14:15

The Art of Survival: An Interview with Jerry White

by: Guy KawasakiJerry White is the co-founder of Survivor Corps (formerly Landmine Survivors Newwork). His changed in 1984 when he lost his leg in a landmine explosion while visiting Israel. After this experience he has championed the cause of survivorship and became a leader in the I…
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14 May, 2008| Marketing, advertising... | Comments (0) @ 14:00

Bookmarkable Advertising

Last week’s news about Rolling Stone and Men’s Health running promos where readers are invited to snap images of ads and send them in reminded me of a draft that I’ve been kicking around for a few months about bookmarkable advertising. It’s not finished or polished but, I hope, useful for something. Also, between now and when I had first started writing this, I heard about a “grabbable” banner format offered by one of the large networks. I couldn’t find any references or samples, but if you know something, please d…
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14 May, 2008| Marketing, advertising... | Comments (0) @ 13:43

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