One shot marketing – don’t bother. May 13, 2008

Why do companies start a great ad campaign and then stop short?  I see it all the time – and often battle with my clients on this very subject.  Branding takes time, effort and the big one PATIENCE.  We live in an instant gratification society – people want results NOW. When it comes to branding – you can’t get it now. You have to be patient.

You have to:

Create an advertising campaign that is cohesive and spans not only time but different advertising venues – such as print, web, air etc

You have to know your target market – who are you trying to sell to? 

You have to know what makes you different than your competition – why would someone buy from you instead of Competitor B down the street?

You have to realize that marketing is very cumulative – people typically need 7-9 “hits” before they will consider using you.  “Hits” being a sales call, a view of an ad, an email, a referral etc…

When a client tells me that they want to run some newspaper ads and only do it for 3 weeks and then that’s it – I try valiantly to explain the above. Some listen…some don’t.  But I try.  Ultimately they might get some buzz for a bit – but it will disappear. I guarantee it.

Think about the ad campaigns that you remember – we all have a jingle that sticks in our heads – an ad that is forever branded in our brains. And I will guarantee that we have made purchases based on it. Why?  Because those ads ran over and over and over again – sometimes for years.  Those companies didn’t quit – they had patience.

My Mantra… Advertising is all about getting noticed.  It’s true.

Have a game plan and stick to it.  Don’t quit because no one called you from one magazine ad. Run a series, and you will see results. Learn the art of patience…and you will be rewarded.

What makes a community? May 13, 2008

Did you ever wonder why some communities thrive while others don’t?  Did you ever stop and think what truly makes a vibrant community? 

It’s not the developers who spend millions and billions of dollars.  It’s not the landlords who either are great or the not so great.  It’s not the merchants who own the big box stores or even the little mom & pops.

It’s the people that live there – the people that make their neighborhood, their city, their town a community.

A vibrant community needs people who care living there. People that will watch out for their neighbors, pick up the garbage on their street corner even though they didn’t put it there, people who will become activists.

Success for a community is some what like success for a company.  It takes passion, dedication and effort.  Yes, money does help – but it surely isn’t the answer. Well in my book – money never is the “end-all”, and it surely doesn’t measure happiness or success.

Do me a favor – get involved.  Join a committee, plant some flowers, say hello to a neighbor. Grass roots efforts exist because they DO make a difference.  If someone tells you that one person can’t make a difference…simply smile and say “Watch me”.  Works for me all the time.

Enough of my soap box….

Campaign spending – I could run a country! May 13, 2008

I love Barak Obama – he’s great. I voted for him. But I didn’t give to his campaign financially.  I think it is absolutely crazy that millions upon millions of dollars get spent every election just to ” Get the word out”.  I could literally run a small country with the money that has been donated. I could supply kids with college tuition, feed the hungry, build a school, provide health care to those that don’t have it. I could probably find a cure for some fatal disease.

I can’t be the only person that feels this way. Or am I?

Am I missing something?  Why have we become such a materialistic society? Why do I get an email every day from Barak Obama asking for $50 to support his efforts. I would be ok if either Barak, Hilary or McCain filled the seat in the oval office – they are all admirable people. 

I propose that we cap campaign spending to 1 million dollars per candidate. That is still a hell of a lot of money – each would start and end on equal ground. 

Don’t get me wrong, I’m all for standing up for what I believe in, for voicing my opinion – but imagine what those 3 candidates could accomplish in this country with ALL THAT money.  A lot of lives could be changed…

Just my two cents.