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creative briefs |
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You don't have to spend $400,000 to produce a short TV ad. That's about the average cost according to AAAA.
We just proved for client, Pet Sitters International, that you can produce a spot for a lot less. Besides, when you are placing videos on YouTube, you want them to have a sort of down home - even cheesy - look. Check out our recent video at YouTube and let us know what you think.
Oh, by the way, here is an article that has some interesting findings about the viral nature of YouTube videos.
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I just read this story about RFID chips being placed inside liquor bottles in Las Vegas to keep bartenders from "heavy pours."
Cost control is one thing, but you should give your people the leeway to treat good customers a little special. Because sometimes people really do know better than silicon. |
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William Holstein writes on BNET about managing the media. Hah! I laugh in your general direction, William.
Friends, you don't manage media anymore than you herd cats. You can, however, manage your relationship with the media. He does offer some good advice on understanding how the media has changed. So, it's worth a read. |
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Hello again. There are a lot of good things happening here at My Creative Team. I hope you are having the same kind of success. This month I thought we would take a look at how the big boys market.
Let's get going.
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com |
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Big Boy Marketing  |
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By Harry Hoover
In working with our Fortune 1000 clients I have come to see that we all can learn a few things from these Big Boys. They may miss the boat on some things, but they get a lot right. Let's review.
Strategy Before Tactics. Big Boys figure it out up front and then develop a tactical plan to achieve their goals. First, they figure out the brand's positioning. A positioning statement helps you chart your path to success because it lets all your audiences - internal and external - know where your organization stands in the battle for your consumers' minds.
A positioning statement expresses how you wish to be perceived. It is the core message you want to deliver in every medium. Your positioning statement will be found where three items intersect:
• your business acumen/aspirations
• your market
• what truly differentiates you
Ask Your Customers. Big Boys do the necessary research. Customers will provide you with invaluable data, if you let them. From defining your positioning to advice on new products, every business has customers willing to wade into the discussion.
Now the Big Boys have the budgets to do every kind of research imaginable. No matter what you're your budget, there are a number of inexpensive things you can do to get actionable data.
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Show Time  |
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By Harry Hoover
Most people who consider trade show planning think of it in terms of logistics planning. In other words planning for details like finding an exhibit, producing graphics, shipping the exhibit to the show, ordering services, etc.
But seeing the full potential of a trade show program for your company requires a different type of planning. It requires setting objectives for show participation for your company, and short-range goals for each show you plan to attend. This show plan should be a written document that drives show participation decisions from show selection to exhibit design, to evaluation and measurement tools.
The show plan, of course, will be different for every company.
Take a look below at some questions you should answer before your next show. Answering them will put you well ahead of those other exhibitors that merely show up.
What can I expect to achieve at a trade show?
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