2010
Oct 29

So, the T-Mobile press team just sent me this video.  It’s a fun one for a Friday.  Social Media is here to stay.  Enjoy!




From Seth G: “On buying unmeasurable media”

Posted by John Park on Oct 28th, 2010
2010
Oct 28

This is an especially well written piece from Seth.  Food for thought as you plan for 2011.

On buying unmeasurable media


Should you invest in TV, radio, billboards and other media where you can’t measure whether your ad works? Is an ad in New York magazine worth 1,000 times as much as a text link on Google? If you’re doing the comparison directly, that’s how much extra you’re paying if you’re only measuring direct web visits…

One school of thought is to measure everything. If you can’t measure it, don’t do it. This is the direct marketer method and there’s no doubt it can work.

There’s another thought, though: Most businesses (including your competitors) are afraid of big investments in unmeasurable media. Therefore, if you have the resources and the guts, it’s a home run waiting to be hit.

Ralph Lauren is a billion dollar brand. Totally unmeasurable. So are Revlon, LVMH, Donald Trump, Anderson Windows, Lady Gaga and hundreds of other mass market brands.

There are two things you should never do:

1)  Try to measure unmeasurable media and use that to make decisions. You’ll get it wrong. Sure, some sophisticated marketers get good hints from their measurements, but it’s still an art, not a science.

2)  Compromise on your investment. Small investments in unmeasurable media almost always fail. Go big or stay home.

And if you’re selling unmeasurable media? Don’t try to sell to people who are obsessed with measuring. You’ll waste your time and annoy the prospect at the same time.


 

2010
Oct 12

milk mustache

 
If I see one more “Got Milk?” ripoff, I might very well lose it!
 
I was at the airport last week and sure enough a lady in front of me was wearing a shirt that said “Got Hog?”.  The shirt had a picture of a Harley Davidson motorcycle on it.  Never mind that Harley Davidson probably didn’t approve this shirt but it made me think about why a successful slogan should not be copied or ripped off.
 
When a brand or a slogan becomes wildly successful, it eventually becomes an identifier for what it is representing.  The slogan becomes inherently affiliated and it becomes one with the product.  If you can achieve this, you’ve succeeded as a marketer.
 
Every time we hear “Got Whatever?”, what we all first think about is milk.  In fact, we might even go far as to picture a milk commercial or a print ad.  The “whatever” that is being promoted becomes a secondary thought.  Why would you want your product to be a secondary thought?
 
So, my message… BE ORIGINAL and wipe that milk mustache off your face.
 
 


Until Next Time…



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