Six lessons my “Brand-Fathers” taught me about media & change

clocks

Frank Wehrmann
Director
6P Marketing

I was recently asked to help work through a thorny client issue that prompted me to connect Father’s Day and Branding. I’m calling it Brand-Father’s Day. The challenge before me was this: An older, (normally) very astute client who was looking at tomorrow with yesterday’s eyes, was expecting the “old” ways to work the way they used to.

My short (imagined) answer was, “That’s not going to happen because your contacts (and those in their Rolodexes) retired long ago.”

The long answer should interest you if, like me, you work with multi-generational clients and you’re building a multi-faceted communications plan for your brand. I also aim to show you why traditional advertising strategies still make sense even if the tactics do not.

Read more: Six lessons my “Brand-Fathers” taught me about media & change

Winnipeg Coffee Wars: How Tim’s pushed past Robin’s

coffee cup ledge

Paul Provost
President
6P Marketing

When two companies sell similar items at a similar price with a similar level of quality, how does one all of a sudden seem SO much better? The difference is a winning marketing plan.

Let’s take our dear friend coffee and run with that example. In the bargain coffee segment we have two big Winnipeg competitors: Tim Hortons and Robin’s Donuts. They both serve coffee, donuts and light meals. They’re both cheap, fast and both companies are in their 30s. Yet, due to strategic planning, they have very different reputations in the city.

Read more: Winnipeg Coffee Wars: How Tim’s pushed past Robin’s

Know the Difference Between Cheap Price + Great Value

target

Frank Wehrmann
Director
6P Marketing

The other day, one of my colleagues asked me to help out on an online advertising performance challenge. Here is one of the charts I was asked to review:

Campaign Impressions Clicks CTR
Google search: Top 11,574 242 2.09%
Google search: Other 22,665 24 0.11%






What this simplified chart shows is that when our client’s ads run in the Google search network, those that are positioned at the top of the page, while being served ½ as often (impressions), are clicked on 10 times as often. This yields a click through rate that is 19 times as high as the click through rate for the ads in the “other” positions.

Read more: Know the Difference Between Cheap Price + Great Value

10 Rules for Business Success in our Current Economy

boats in harbour

Frank Wehrmann
Director
6P Marketing

Rule #1: Expect Volatility

We are seeing an exponential increase in the velocity, complexity, and unpredictability of change. This increase creates a hypercompetitive business environment both locally and internationally. Thinking and doing things the way you did a few years ago is simply not an option. We are part of a Global economy.

Think Convergys.

Read more: 10 Rules for Business Success in our Current Economy

Welcome to the Principal’s Office

library books shelf

Paul Provost
President
6P Marketing

 

In my opinion, great marketers are lifelong students of human behaviour. Whether communicating though advertising, face-to-face client meetings or managing team members, the field of human behaviour is critical in our industry. I have been actively learning about this subject for over 15 years and I enjoy that it makes up a large part of what I practice on a daily basis.

Read more: Welcome to the Principal’s Office

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