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creative briefs |
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Every time something new hits the marketing arena, there are a lot of self-professed experts who say that this is THE MAGIC BULLET we all have been waiting for.
Uh, no it's not. Now, it's PR 2.0 that's getting the hype. This article says that PR 2.0 is cool but it's no magic bullet and that most of the content being crammed into it is "crap." |
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I have been a longtime advocate of customer retention. Taking proper care of the customers you have helps ensure you will gain new customers.
I ran across a series of articles on customer retention communications that provides actionable information on how to do it using the online environment.
Part one covers keeping existing customers active, and part two looks at supporting their buying decisions. Part three is not available yet. I'll keep you posted.
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Some companies, but not many large ones, have figured out how to harness social media to benefit their brand.
As with any technology-based process, it is best to make sure that it meshes with your marketing strategy. Chief Marketer magazine has a piece discussing this issue.
What's social media, you ask. If you don't know LinkedIn from link sausage, read on.
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Does your company deserve business press? Probably not. Do you want it for vanity's sake or to help sell products and services? BNET takes a look at this issue.
While we are on the subject of media relations, the Bad Pitch Blog has a page dedicated to articles on media relations tips, ranging from working with tech media, ways to use YouTube and making media appointments at trade shows.
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Hello, [firstname]. Each month, we try to provide solid, actionable information, food for thought and helpful links for marketers of all stripes. Are we meeting your needs? If you have thoughts on topics you'd like our thinking on, reply to this email with suggestions, comments or questions.
Help us reach more marketers. Please use this button to [forwardimage] this to your colleagues. Let's get going. |
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com |
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Humor Grows Brands  |
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By Harry Hoover
Humor, used judiciously and for the right organization, can pay off in amazing ways for a brand. A foundation repair company discovered that humor could take its brand to the next level. I give you the St. Louis-based Crack Team and its mascot, Mr. Happy Crack.
The mascot's favorite saying is, "A dry crack is a happy crack." I'm not making this up.
The company was named Crack Team by founder Mike Kodner in 1985 before society lost all sense of decorum. Once Bob Kodner took over the business from his father, he began thinking about how to expand the business beyond its home base.
The younger Kodner realized that people were already beginning to make cracks and laugh about the name. So, he decided to trust his gut and run with it.
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Use Your Ad Agency |
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By Harry Hoover
Many agency people steer clear of clients who have never before utilized the services of outside creative resources. There often is a steep learning curve on how to properly utilize an agency most efficiently and effectively.
But often even corporations which regularly use outside resources also regularly misuse them. So, let's review some best practices in getting the most out of your agency, no matter where you are in the marketing spectrum.
Agree On Expectations Upfront. Outline in writing your expectations and your objectives for the agency and its work. The larger and more comprehensive the project, the more important this becomes. The old adage is true: unspoken expectations are premeditated resentments.
Team Up. You will get the best work if you treat the agency like a partner and not like a vendor. Share business data, sales goals and other crucial information with your agency partner.
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