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History repeats itself at the Super Bowl - Mar 2023
Let me share with you what was likely the best concept of my 60-plus marketing career. It happened in the fall of 1974, your product may be someone else’s premium. Example - My client at the time, McDonald’s Restaurants of New England had just introduced breakfast as new day part. Target audience - Men 18-34. At the same time, local Boston company Gillette introduced a new product - the Gillette Good News Disposable Razor. Target Audience - Men 18-34. A match made in marketing heaven - Free Good News with McDonald’s = a free disposal razor with every breakfast entrée purchase.
We negotiated the deal for a fall promotion test, resulting in a National Promotion in the spring. Results? 23 million razors distributed at McDonald’s, which became the number one breakfast restaurant in America as a result. I was awarded McDonald’s first ever Marketing Achievement Award at the 1975 National Agency Convention as a result. Still proud to this day.
Fast forward to present day. Here is a headline and sub-headline in the February 13, 2023 issue of Ad Age Magazine, page 10 - “Inside the Super Bowl’s hottest ad trend - brand partnerships. Netflix joined forces with Michelob Ultra as Molson Coors hooked up with Draft Kings”. The article was written by reporter Adrieanne Pasquarelli. Read it.
Read more: History repeats itself at the Super Bowl - Mar 2023
The Tyranny of Convenience - Feb 2023
I am currently reading a new book, The Carbon Almanac. There are multiple authors sharing their knowledge about global warming. The forward is by Seth Godin a renowned marketing expert. I was immediately drawn to a section of the introduction called “The Tyranny of Convenience”, which has inspired my February Morsel.
Evan Williams, a co-founder of Twitter put it this way, “Convenience decides everything”. It put my brain in gear. When we make decisions about marketing ideas or direction, should we ask this question…“If we go ahead with this, what affect does our action have on the convenience of our audience”? (My question). It seems to me this is a good measuring criteria. Convenience is a key attribute of making me buy from Amazon (for instance), because I save travel time for shopping, and I get free shipping as a Prime Member.
Convenience is not a factor, of course, if my hobby is making pottery or some other art pursuit. Or if I am a die-hard creature of habit and resist change of any kind in my life. Inconvenient actions are built into the humanity of many of us. We embrace inconvenience (like to churn your own butter? Go for it.). But people who gravitate toward the “convenient” choice decidedly outweigh those that don’t.
Marketing Based On Memories - Dec 2022
This message from 2017 is worth another look...“Happy Holidays!”
Think back to your childhood.
Now think of fond memories that are easily remembered in detail.
Is there a common thread at work? Your first pet? Best friend? Family gatherings?
One of mine is a first job, delivering the Brooklyn Eagle at age 11, in my birthplace, Brooklyn, NY. In retrospect it was an amazing first experience. I became an entrepreneur at an early age, and learned important lessons like Customer Service, Money Management, Sales Techniques, and New Business Development. Many decades later I still apply these skills in my professional life.
I also find that recollections based on my lifelong love of the game of baseball trigger very detailed memories. Many emotions rise to the surface time and time again when the thought process kicks into something based on passion.
Talking Turkey About November Business Success - Nov 2022
Of the twelve months of the year, few of them offer you the opportunity to do a little self-promotion than November.
There are reasons galore to do simple and effective promotional “extras” to boost your sales or your brand image this month.
Let’s start with Veteran’s Day on November 11th. Think about honoring our veterans all month with discounts if you are in the business of selling products or services. Or do something as simple as running a Facebook message asking people to stop and say a little prayer of thanks for the unselfish men and women who have given up a time in their lives to protect our freedom.
And if you know a business is “veteran owned”…give them at least a “thank you for your service” attaboy.
Thanksgiving is coming on November 24th. Be thankful for what you have and do something to help someone or a family who are less fortunate. Contact a charity like Lebanon County Christian Ministries or the Lebanon Rescue Mission. Donate so some of their clients can have a happy Thanksgiving too. You might even volunteer.
Read more: Talking Turkey About November Business Success - Nov 2022
Authenticity. Transparency. Consistency. - Oct 2022
I have been a subscriber of industry journal AdAge Magazine since I was a rookie “Mad Men era” Guy in the early 1960’s at BBDO in Buffalo, NY. AdAge is still alive today, and there is always a chance you can learn something new.
Example – there is a nice two-page spread in the September 19th issue about one of my favorite topics, brand, and brand loyalty. The article is authored by a bright young woman named Paige O’Neill, CMO of Sitecore, an AdAge publishing partner.
Times are tougher these days. Research shows that consumers are more “transactional”, easily swayed from brand loyalty by pricing. But companies fighting for brand loyalty still have a reasonable chance if they pay attention to actions that relate to the values that connect consumers to you and your business.
Which brings us to our headline words…
AUTHENTICITY:
Present yourself in a manner that involves empathy, understanding and representation of consumer beliefs. Eight of ten consumers polled say brands build stronger relationships with consumers through actions that exemplify sympathy and understanding.
Read more: Authenticity. Transparency. Consistency. - Oct 2022