» Advertising

Sometimes I think marketers have it all wrong…

Judy DeBiase — Tue, 26 May 2009 21:32:13 +0000

You are sitting down watching the season finale to your most favorite television program when suddenly… Whamo! Out of the blue, comes a giant, annoying disruption: the dreaded commercial. Boring and generally quite irritating, commercials regularly invade our homes interrupting our chosen past-time. I take issue with one critical point: we are doing something fun (watching TV), that is suddenly stopped by something that is decidedly NOT fun (a dry commercial selling an item that we really don’t need). So why not make commercials intriguing? Think “dramamerical”: a commercial (or series of commercials) that revolves around a plot, complete with catchy narrative and compelling main characters that fight for good and/or evil. I think you get my drift.

Suddenly, people would “plug in” to the commercials themselves. “What is going to happen next? Will Stan actually help his mother fight her osteoporosis? Will she stay active until her 80’s? Stay tuned to find out!” Forget the drama of the program… where is next commercial?!?!

In truth, GEICO really had something going with their CAVEMAN concept. These commercials had all the essential elements of a great storyline: sympathetic characters, the token antagonist (in this case, GEICO itself), and a plot (cavemen wanting to be accepted by society). Throw in a good soundtrack and there you have it… Start selling the t-shirts. I mean, the cavemen got their own sitcom– and if that does not say something, I am not sure what does. (Okay, the series ultimately failed because of poor writing and mildly poor acting. But, come on, how many commercials actually build up a fan base large enough to warrant evolution into sitcom-land?) My point is, if you, Mr. Advertiser, want your expensive commercials to capture the attention of your audience: MAKE YOUR COMMERCIALS ENTERTAINING.

Comments? Feedback? I would like to hear from you.

Personalized URL’s (PURLS): The Wave of The Future for Direct Marketing

Sonja Bellem — Thu, 05 Feb 2009 16:20:35 +0000

A jewel of a new marketing strategy has arrived! PURLS, or personalized URL’s, elevates the impact of direct mail to a new level. What makes this even more enticing, according to a recent DMA study, more than 90% of interested direct mail recipients prefer to respond online. Are you there for them?

The combination of digital printing (or, in some cases, email) with a personalized URL maximizes the power of the Internet’s interactive capabilities. The PURL engages your prospects and customers to respond with their very own landing page. For example, if I were a yoga enthusiast, my mail piece would include: www.SonjaBellem.yoga.com. I, in turn, feel more compelled to visit a website that features both my name and a key personal interest. What’s in it for me? Many find that a PURL becomes a call to action in and of itself! The person visits the highly targeted and customized VIP landing page, and they find information they expect based upon the direct mail piece. The prospects remain engaged and remain engaged longer.

What’s the best part? The activity of each prospect is tracked and recorded and leads are automatically routed to your sales team for immediate follow up. Direct mail, the Internet and your sales team work together as a cohesive tour de force! With PURL’s you can improve your direct mail response rates, provide relevant content to prospects, engage viewers in a meaningful (and traceable) dialogue, and better convert viewer’s preferences into revenue.

How to Market with a Tight Budget.

Sonja Bellem — Sat, 31 Jan 2009 23:04:54 +0000

Fact 101: marketing and advertising need not be expensive.

One cannot visualize advertising merely in the conventional sense… as in buying potentially expensive radio and TV spots, or large ads in pricey publications. That’s because some of today’s most effective strategies are incredibly dollar-efficient and highly targeted. The point is to keenly optimize your marketing budget. For example, there is an evolution taking place in the world of direct marketing with many never-before-seen techniques for customization. The Internet holds an oasis of marketing possibilities… so long as you can get through the vast, mirage-filled desert to get there. For those with finely-tuned negotiating tools, media itself can even offer many opportunities that target your audience with pin-point accuracy.

Successful advertising requires companies to be well-informed in a variety of marketing mediums and to have the bandwidth necessary to keep their program in-line 24/7. Without a doubt, it is a full-time job. Results-oriented marketing never sleeps or takes a coffee break.

Why Advertise in a Down Economy?

Sonja Bellem — Sat, 31 Jan 2009 23:02:47 +0000

To some, advertising in a down economy may seem like a waste of money. Akin to throwing marketing dollars into a black hole from which the investment can never return. Nothing could be farther from the truth.

As companies of all sizes and industries are struggling with the reality of low sales and decreased market share, the door of opportunity swings open… and swings open widely. Those companies who have maintained shrewd, cost-effective marketing and advertising programs, even in tougher times… are, quite literally, off to a running start. Their marketing momentum has been maintained, and –in a now less cluttered playing-field—their brand has its greatest potential for impact. (Imagine waiting for the other horses to reach the ½ mile mark before leaving the starting gate! You can never recapture the advantage that was ripe for the taking.)