Defending Your Creative Ideas

Defending Ideas Sketch

Defending Your Ideas - A little sketch from the corner of my notebook, as we were brainstorming new ideas.

If you want to get into the business of marketing, you’re going to need to develop (a) a thick skin and (b) a strategy for sharing your ideas. Neither of these tasks are easy, but trust me when I tell you, they are necessary.

Many people think that marketing is easy, since just about anyone can come up with one good marketing or advertising idea. The real challenge, of course, is to come up with multiple ideas. Ideas that adapt to evolving strategic direction and new media channels. That’s not quite as easy.

In a brainstorm, there are some good ideas that everyone agrees is on target and makes sense. If there’s a whiteboard, it gets written in big bold letters as “an idea.” Kudos to you if you were part of that brainstorm session.

If you’ve ever been part of a brainstorm session, it can be fun and exhilarating, but it is also a little scary. Why scary? Well, if all of the ideas are safe, the group may not be trying hard enough. There may be fear in the room. Nobody wants to share their best idea, only to be rejected by the whole room. Making it to the whiteboard builds confidence. Not making it to the board is depressing. Continue reading

Marketing: It’s Just Too Easy

A friend of mind and I were talking about how to first brand and then market his company’s brand. We had a long, rambling conversation about marketing channels like YouTube, Vimeo, blogs, Twitter, etc.

When he told me, “on Twitter, anybody can build up a massive following, so it’s not really worth doing,” he stopped me in my tracks.

Upon further clarification, he told me that on Twitter anyone can follow a bunch of people and then unfollow them to build of your following. That traffic building technique, he explained, was one of the reasons Twitter didn’t really matter. It just seemed too easy. That, and anybody can get 50,000 followers, if you know how to work the system.

Anyway, the conversation continued normally until my kids got hungry and began demanding dinner. So we broke off the call and went to our respective families.

My friend was being honest and candid as he talked about the marketing channels that he thought were most effective. This was due, in part, with his feeling that Twitter was too easy. Continue reading

Marketing Obscure Comic Book References

Captain America The First Avenger Movie Poster

Superheroes are back! Well, at the movie theaters at least they are. Love ’em or hate ’em epic comic book battles are generating big buzz and big dollars on the silver screen.

As a marketer, it’s easy to observe the big, obvious things about movies based on comic books. There’s a built-in audience: check. There are usually top stars and/or directing talent: check. There’s usually some impossibly large budget: check. That’s the obvious stuff.

Then there’s the geek stuff. As you may know, I am a big comic fan, so I get into these tiny references that are like catnip for fans. It’s small stuff (and some big stuff) that won’t even register for the average moviegoer. But for the devoted comic fan, it can be pure joy. Continue reading

3 Easy Email Marketing Tips to Improve ROI

Few things in the modern world are as ubiquitous as email. In a few short years, the medium of email went from being a small part of the online experience to a centerpiece of our professional and personal lives. And yet, oddly enough, many marketers are unsure of how to properly utilize email as part of their branding campaign.

Here are three tips for getting the most out of your email marketing efforts. (Why only three? Well, for starters, email marketing is a massive topic that is far too important to tackle in just one blog post. So let’s just start with three and see how that goes.)

1. Understand How Images Load
These days, many of your target customers have the ability to receive HTML email, which means that you can include snazzy images. But many email programs do not show images when the email is opened. That means your splashy email may not display as intended until the user clicks “load images.” Be sure to design your emails, so that key messages display on the preview mode.

This video by my friend and technical advisor Chris Cullmann details how to optimize the images in the body of an HTML email. Note how certain techniques that work well on a website (white navigational text on a black background), just doesn’t work on HTML emails. Listen to Chris. He’s smart. Continue reading

Viral Videos Can Launch Your Brand

Karmin is having a good year. A really good year. Don’t know who they are? First, check out this video.

This is a talented young duo doing a cover version of a song by Chris Brown featuring Lil Wayne and Busta Rhymes. It’s catchy, fun, and very watchable.

As of this posting, this little video has garnered over 10 million views in less than one month. That’s a lot of views for something that’s being spread word of mouth. Continue reading

Nook Upgraded & the 5 P’s of Marketing

Nook Color ereader

Nook Color ebook ereader now supports Android Apps

And just like that, the Nook matters again. Yes, in the war to win the hearts and eyeballs of readers continues to rage on, and Barnes & Nobles has just proved that it’s not out of the fight.

In 30 seconds or less, the Nook was upgraded from being a humble ebook reader with an attractive color screen, a market where Amazon dominates. A software patch pushed the Nook into the crowded space of tablets, where Apple dominates.

Soon the Nook will have full access to the Android Marketplace, which includes the kinds of games and apps that makes the iPad so popular.

Here are five reasons why this matters to you as it relates to the Five P’s of Marketing (loosely interpreted, of course):

  • Product
  • Price
  • Place (distribution)
  • Promotion
  • People

1.PRICE: Nook competes on price and features. Everyone from the media to the average buyer is enamored with tablets. The venerable iPad 2 is one of the most coveted gadgets on the marketplace, but with prices starting at $499, it’s not exactly within reach of all buyers. For a while, the Amazon Kindle was the device to beat, but it’s still a black and white technology in a color world. At $250, the Nook offers a sharp, full color display. It may not be as full featured or sensitive as the iPad, but it suddenly feels light years ahead of the Kindle, but with a very attractive price point. Continue reading

Google Analytics Starting….Now!

Google Analytics Logo

Google Analytics Logo

In marketing (and in life), timing is essential. It may be as simple as making the light before it turns red (good timing!). Or it may be something as big as when to pop the big question.

If you’re a marketer, there has never been a better time to pop the question…around site analytics. Okay, it’s not quite as sexy as “popping the question,” but it still benefits from good timing.

Google just released a major overhaul to Google Analytics, their amazing — and free — cloud-based web analytics package. Tweets are flying, especially if you follow the hashtag #googleanalytics, there are a lot of people very excited about the new Google Analytics. That makes this the perfect time to get your clients’ websites tagged and tracking.

If they are already using Google Analytics, you should dive deep into some of the new features, like custom dashboards and improved linking with Google Adwords. The Google Analytics blog outlines some of the new features. Continue reading

How to Help Young Marketers Gain Career Experience

Last week, I was on vacation in sunny Florida, and boy did I work. Well, I didn’t work for the agency, but I worked my marketing brain a bunch. And then I had an idea. (Hang with me, it takes a few paragraphs to get there.)

Y’see, after the kids all went to bed, some of the adults would stand outside and chat about the days events. Inevitably, the conversation always turns to “so, what do you do?” Like many of you, I work in emarketing, which includes advertising, branding, strategy, and all that good stuff.

One of the guys on vacation was a small business owner struggling with his company’s place in the competitive landscape. He had built a successful business, but was losing market share in key battlegrounds. The specific details aren’t important, but suffice to say, I put on my marketing hat and we talked for hours about his challenges. In my mind, his next steps included (but weren’t limited to) a SWOT analysis and a repositioning of his brand identity.

Marketing Experience
It all seems to be going well, but at a certain point, I realize I can’t help this guy any further. He needs an agency that’s geared up for his specific marketing needs.

Unfortunately, he’s already struggling, so hiring a marketing agency — even an agency with reasonable rates — may not be feasible. He’s just trying to keep the lights on and his staff employed.

But what if there was a database of young, hungry marketers who were willing to help out a small client in exchange for something they could add to their portfolio? Maybe barter some services, if that’s an option. Continue reading

DTC National 2011 – Optimizing Websites Panel

DTC National 2011 in Boston“Content is king” — that was essentially the unwritten theme of my panel at the Direct to Consumer National 2011 conference.

And, I am proud to report, that none of the panelists actually uttered the phrase “content is king.” (We’re too cool for that.)

Last week, I spent a half day at the DTC National Conference 2011 in Boston to participate in one of the pre-conference workshops. We were arranged panel style in the front of the room to talk about pharmaceutical marketing related topics.

I was on the panel “Optimizing the Brand Web Site” with some impressive panelists:

While the conversation was focused on pharma brand websites, it was a conversation that could have easily been about any industry. Basically, if I had to summarize it in a few words, it went like this. Continue reading

StumbleUpon Paid Discovery Fails

StumbleUpon Logo

If you’re a new blogger trying to figure out how to get more traffic to your site, then you’re not alone. Everyone wants new traffic. Yet it’s not enough to get traffic, you want to get the right traffic. Qualified readers. Right?

On Word+Pictures=Web, I am usually trying to attract readers interested in technology, marketing, photography, new media, gadgets, comic books, and fun stuff like that. Digging into my stats, I noticed that I was getting some good traffic from StumbleUpon.com.

Note: For blog analytics, I use a combination of Site Stats from WordPress and Google Analytics. Both packages are free.

StumbleUpon Paid Discovery became available in March, 2011, so I guess I am an early adopter here. It required a new sign up and some basic information, all of which was quick and easy. Paid Discovery offers three pricing teirs, which includes Light, Standard and Premium.

  • Light – 5 cents per visitor
  • Standard – 10 cents per visitor
  • Premium – 25 cents per visitor

At this point, I selected Light because I was just getting started and there really wasn’t much information out there. There is a lot more information about how to run search engine marketing (SEM) campaigns on Google AdWords and Yahoo Search Marketing, but not much on Paid Discovery.
Continue reading