Most people have never seen themselves as they really are. Your reflection in the mirror shows you the opposite of how you appear. Hair parted on the right, reflects as hair parted on the left. You see a spot on the right side of our face in reality it’s actually on the left.
I’ll take this one step further.
The other day someone shared a photo of me from a side profile.
“What! That cannot be me,” was my initial reaction.
Today the diet begins. (Leave me a comment and I’ll let you know how it goes.)
The same is true with business.
How executives sees their business is rarely the same way as customers do. Yet they continue to micro manage and dictate the marketing they feel is best for their company.
I will never profess to know more about your business than you, but what I do learn and know is from the viewpoint of your customer.
In a recent client presentation we presented a plan to get a smaller hotel/casino
noticed. It included the introduction of a character spokesperson whowould cut
through the clutter and establish himself as local pop culture. The client smiled,
laughed and promptly nixed the entire campaign. “Just give me something digital,
and keep it cheap.” he replied.
The digital campaign was client dictated and safe. Beige walls with oatmeal carpet
safe. It’s the kind of ads that bombard you throughout the day and you strive to
ignore. When it was over, the analytics showed that the ads were “successful”
although the client didn’t see anything different.
Truly effective advertising has to be of interest to the consumer, and it has to be
produced through their eyes. If you’re a business owner, stop producing ads you
think we should see. Like family vacation videos, they’re just not that interesting.
Keeping Control. By Steve Swan Corporations love control. As corporations grow in size, control in the form of rules, manuals, guidelines and follow up reports becomes the glue that holds them together. Problems occur when the corporate world and the creative world collide. Often, corporations love control and are scared of creativity because it’s the … Continue reading Keeping Control→
What’s the difference between marketing and advertising? -by Tracy Harven I’ve been asked this question numerous times. The simplest answer is that marketing is the entire plan to sell your business and advertising is one of the ways your message is communicated. Dictionary version: Marketing – Noun 1) The action or business of promoting and … Continue reading What’s the difference between marketing and advertising?→
What goes into a marketing plan? -by Tracy Harven With all the marketing and advertising choices out there today, have you ever wondered if you’re making the right choices? From outdoor, television, radio, print, digital, trade shows, public relations, guerilla marketing, promotions, search engine optimization, pay per click, social media, reputation management, etc. where do … Continue reading What goes into a marketing plan?→
How do you choose an advertising agency? -by Tracy Harven https://www.linkedin.com/in/tharven I grew up professionally in advertising. It truly is my first love and I still love it. It sparks my soul to dive into a new client or industry or new marketing plan or my favorite rebranding strategy. Working on both the advertising agency … Continue reading How do you choose an advertising agency?→
“There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy … Continue reading The Greatest Business Secret→
Since I started in this business in the 1988 I’ve heard countless attributes which managers credit to their success. Some credit their product line, others, their business location a few even give us admen credit. Product line, location and advertising are all vital assets, but don’t overlook the importance of the relationships you build along … Continue reading Relationships, A Key To Success→
Think small. In 1999, Advertising Age named “Think Small” the number one advertising campaign of all time in their “Century of Advertising” publication. “Think Small” was a campaign created in 1959 by legendary ad agency Doyle Dane Bernbach for Volkswagen. In the era of the land yacht they produced quirky black and white ads promoting … Continue reading What’s a marketer to do?→