Six lessons my “Brand-Fathers” taught me about media & change
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
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.
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Know the Difference Between Cheap Price + Great Value
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:
|Google search: Top
|Google search: Other
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.
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10 Rules for Business Success in our Current Economy
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.
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Welcome to the Principal’s Office
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