Paul

One Link Sabotaged Your Email Ad

I clicked the email ad to learn more and was brought to the company’s home page, which was a confounding maze of dozens of different products. All they needed to do to call their email advertising successful was include a deep link bringing people directly to the product instead of merely to the home page. Here’s what happened instead.

Direct Mail Marketing Promotions on Your Birthday

You probably wouldn’t schedule a trip to Sunglasses USA on your birthday just for the 10 percent discount but there is something subconsciously special about birthdays that makes us pay slightly more attention to birthday messages than to others. Here’s what happened when ski resort Okemo Mountain sent me a birthday promotion.

When to Go Big with a Bang

Sometimes we need to attack like it’s overtime and the next score wins the Super Bowl. Leave nothing on the sidelines. It’s time to go big. These are a few situations when a big marketing bang might win the big game and raise your sales numbers to another level.

Tale of Two Marketing Teams

When the marketing team gets it right – when they exhibit at the right shows, advertise in the right media and make contact with the right journalists – and put in the effort to generate leads and create opportunities, it’s critical for the other departments to take the baton and run with it when it’s their turn as part of a coordinated team effort. It only takes one rude person to drop the baton and scuttle the effort for everyone.

Anger At Root of Staples Easy Button Campaign

I’m not sure it’s that everything has gradually become more difficult. I think it’s that everything we’ve been led to believe is easy to use and would make our lives smoother and easier has failed to do so. We’re all angry about it and the Staples Easy Button ad campaign taps our frustration.

Letter Urges Action in Government Affairs

Monumental efforts are required today to keep even more burdensome government involvement from decimating our companies. We need to be involved, especially at the local level, per this letter published in the March Textile Services.

Tell Your Advertising Agency the Good News – and four other ideas for superior results

I was asked by a friend what he should be doing to make sure his advertising agency delivers superior results in selling his consumer product. I was impressed at the question, at the recognition that his actions directly affect the results, that he felt a responsibility for the success as a partner rather than feeling he had simply hired a vendor. The more we talked, the more I realized others might find this useful so I condensed our conversation into this post.

Lowe’s Boycott a Lesson in Media Planning

Sure, some PR person will soon write up a case study declaring what the Lowe’s PR team did wrong amid the uproar over the company’s decision to pull its advertising from the TV show All-American Muslim but the fatal failure in this fiasco falls not upon the crisis PR response but upon the media planning.

Superior Design Gets Prospects Ready

After a few months of reading about architecture and a visit to Frank Lloyd Wright’s Falling Water, I happened upon a manufacturer’s spec sheet and it occurred to me that the art of building design is very much like the art of graphic design. We don’t always recognize superior graphic design until we see examples that don’t measure up, which is what sparked this post.

Word Up! Get Command Of English To Boost Your News Coverage

One of the more uncomfortable questions I’m often asked is, “What do you think of this press release?” Sometimes the most valuable selling point is buried towards the end. In other cases there’s so much fluffy nonsense it’s hard to figure out why the press release was even written. But in nearly every case, they read as if very little importance had been placed on the words selected. Here’s why words matter.