Media

I hate the color blue.

Eliminating Personal Preferences in the communications development process. By Pete Monfre Evaluating creative work is one of the most difficult processes anyone faces when executing a marketing or communications strategy. The pressure comes from the fact that these decisions can make the difference between the success and failure of an entire effort. It’s not that we don’t all have opinions to contribute, but often those opinions are steeped in the fear of the unknown. Falling into this trap forces us to base decisions on the one thing we do know for sure:  our own personal preferences.

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Pants on the Ground and the Macarana Gambit

Here we go again. Mr. Pants on the Ground is this year’s William Hung and a viral sensation! It just shows that viral distribution for marketing and entertainment content is a viable ploy. But wait a second. Viral has nothing to do Larry Platt’s rise to temporary fame.

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Seriously, why bother?

What would it have taken to simply paint over the previous sign or get a new piece of plywood? Want to know why 90% (depending on who you talk to) of businesses fail? Because 95% of people who start them are idiots. (all percentages are my personal estimate). I do like the message they are sending, something like:  “We are lazy, small and don’t care. In fact, we might just leave in the dead of night so we don’t want to invest too much in a sign.”

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Why Do People Buy – Part One.

As marketers, we are constantly trying to anticipate every objection a potential customer might have about buying our products and services. It seems that if we could identify and address each of these objections and formulate a solution to each, we should be able to get them to buy almost anything. However the reality is very different and unpredictable. Advertising and marketing strategies based on logic rarely do as well as strategies based on an understanding of people’s emotions, desires and needs. In fact, in my experience, you will only get the results you desire by appealing to both the logic AND emotional needs of customers.

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Media Fragmentation: Nightmare or Beautiful Dream?

Back in the good old days of advertising, marketing was simple. You’d whip up a T.V. and/or radio ad, broadcast it out to a huge audience and the dollars would roll in. It worked because there were few media choices and huge numbers of people tuning in to three channels of content. Fast forward to today and everything has changed – except the way most companies think about reaching people most likely to buy their products and services.

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