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Based on experience, your search for a marketing resource should begin with questions like “How does this person think?”; “What does he know?”; “What is my investment if we work together?” …in other words, how do we become a team that benefits from each other’s strengths?
Let’s start with a free marketing lesson I call Monthly Marketing Morsels. Since 2013, I have been sharing advice on a broad range of marketing topics, and many of them are posted on this website for your review and evaluation. The latest lessons can be seen below.
Contact me if you want to sample a free personal consultation – phone, video chat, or face-to-face. Call Jack Cantwell 717-269-0288, or email This email address is being protected from spambots. You need JavaScript enabled to view it.. At the very least, get into the database and start receiving Morsels each month.
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
Learn from your mistakes - Sept 2022
I have been “doing what I do” since I clutched my diploma in 1960 at Ithaca College. And 62 years later I am still “doing it” …Interacting with clients, planning, writing, managing projects. The fire to produce results still burns.
But. recently, something happened for the first time in all these 62 years that I cannot explain. I committed to representing a client at an important event, and completely forgot to show up. How did that happen? No explanation. No excuses. I just forgot, starting with not putting it on my calendar! No shifting of blame. That’s the way I explained it to the Client, who graciously accepted my apology. Lesson – build trusting relationships with the people you work with. And be honest above all else. Don’t ever "pass the buck" and "shift the blame". We are all human.
I look upon this one-time stumble as a learning opportunity. It is always a good idea to take the time to review how you get organized for marketing, PR, Advertising and Promotion work. It can become easy to take your eye off the ball if you don’t stay organized and focused.
It boils down to Tools & Resources - Aug 2022
I try to keep up with the work of several experts in my field, whose wisdom hits home when it comes to how you do what you do and stand out in the process. The simpler the starting point the better.
In a recent blog, Marketing Guru Seth Godin put a spotlight on two things that are essential to marketing. He focused on two weapons in our arsenal – tools and resources. This month, I am using these two key words to share some of my own thinking.
MARKETING TOOLS –
It used to be that your toolbox had a limited number of ingredients – ads, commercials, direct mail, outdoor, etc. Now, add “Digital” to “Marketing Tools” and off to the races we go. You cannot master everything, so review what is available and get comfortable with the combination that helps you solve your customer’s problem to the fullest. For effectiveness, find the tool that helps you engage the customer better than others. I have success with email marketing for instance…you are reading this Morsel, aren’t you?
'Tis the Season to Find a June Bride - June 2022
Marriage usually implies something personal, but for this Morsel, we are talking about the idea of a marriage between two businesses who collaborate to run a promotional-focused campaign.
The idea, which has a record of success, encourages you to think about a potential promotional partner who shares the same demographic you do and is in a non-competitive business. One partner’s product becomes the premium for the promotional campaign.
Let me take you back to 1975 when the idea took shape. McDonald’s was introducing breakfast as a daypart. And Gillette was introducing a new product, the Good News disposable razor. Both products shared the same target audience, men 18-34, and both were motivated to achieve product trial. The marriage worked. After a successful regional trial, the campaign rolled out nationally with sales of twenty-three million breakfast entrees, one razor per entrée…a lot of trial!
Marketing Effectively Without A Budget - May 2022
WARNING
This month’s marketing lesson contains bragging.
I had the privilege of helping run the PR campaign for Myerstown’s 250th Anniversary Celebration (which attained National attention). Sestercentennial excitement stimulated a group of volunteer community-minded citizens to build on the momentum. They started a non-profit 501 c-3 organization called The Myerstown Vitality Partnership in 2019. The MVP Board focuses on revitalizing their hometown, attracting and helping local businesses with tax breaks and other initiatives.
MVP’s first task – communicate their existence and educate the marketplace as to who they are, what they are trying to do, and to rally support for the mission, and gain financial and volunteer support in the process. Nice idea with one problem...no budget.
Read more: Marketing Effectively Without A Budget - May 2022
Roll with the Punches - Apr. 2022
When the world situation changes (think Covid, and now the terrible situation in Ukraine), among the first to adjust quickly are the marketing and advertising professionals.
The “go to” trade magazine ADAGE reports that Ukrainian-based ad agencies have stopped client work and jumped into the fray by helping the Ukraine government fight disinformation that they say has been spread by Russia. The rules have changed with social media – Google is blocking Russian internet ads and Facebook is blocked by Russia, so their people have lost access.
Our people are showing moral support of the Ukrainian people. The Metropolitan Opera opened their season with a performance of the Ukrainian National Anthem. We all seeing solidarity in other contexts.
With soaring gas prices, how is the travel industry responding? Suddenly electric automobiles are gaining traction on the marketplace.