In Most Cases, It’s Not What You Say… It’s What You Don’t Say That Really Matters. The above statement really goes against almost everything I learned and was taught as a student studying Marketing… however, to me, it speaks volumes as a golden rule – after practicing my trade of advertising, marketing, and communicating for over 30 years. So let’s get a little dry for a moment and academically define “MARKETING”

Basically, we view marketing as a range of projects, messages and ventures all involved in making sure that we meet the needs of our targeted customers and/or clients… and, that we are getting a positive response and value in return. So, in order to achieve this goal, we spend an incredible amount of time, energy, research, and money trying to determine (1) what their needs are… (2) what we need to do in order to meet those needs… (3) what the customers’ preferences are… (4) what the competitors are doing… and (5) what pricing, promotions, or sales should we use.

Continue reading

IN MARKETING, WHICH IS BETTER… ADVERTISING OR PUBLIC RELATIONS?

If you want to sell a product or service, or have a property you want to sell or rent… this article might assist you to better understand the difference between advertising and public relations. It might also help you decide which would be more effective in helping you to achieve your goals.

So… let’s start start by going to the dictionary. Mar • ket • ing – noun “the action or business of promoting and selling products or services, including market research and advertising.”

Continue reading

What makes a good web site?

And, why is it that people stay on some sites… while on other sites, they click off quickly!

Recently, that’s probably one of the most asked questions I get by almost everyone I speak to about marketing and advertising. So lets explore. What are the essential characteristics of a great web site? What is it about a particular site that makes you stay awhile after you first visit it? So, the basic question is… “what is it that makes you stay?”

Continue reading

The real opportunity in marketing now lies in finding ways to incorporate traditional advertising with cyber advertising. 

It was approximately a year ago that I had an “aha” moment regarding my industry – advertising & marketing… where it’s been, and where I believe it’s heading!

Look around! It’s in your face! We’re in a transitional period from one marketing era to another. Ink versus cyber. The former “old era” of print and broadcast advertising was driven mostly by imaginative and allegorical storytelling, and in the hands of the skilled marketer, these brilliant branding and message stories were, and are still, overwhelmingly effective at getting the message across and at changing consumers’ attitudes and behavior. Even though somewhat costly, history has proven its ROI (return on investment) is well worth it.

Continue reading

Is print media dead?

I’ve heard many marketing and media people say that it is. I, on the other hand, believe that it is not dead. In fact it is quite alive and well. After all… you are reading this aren’t you?

Continue reading

Dramatic Marketing

Dramatic, striking, eye-catching marketing is different. It stands out because it screams for awareness and demands to be noticed… and it gets noticed, insuring that your message will reach your target audience.

Dramatic marketing is usually somewhat edgy, maybe even a bit outrageous, and to some extent risky. Dramatic marketing is best utilized by those who have the desire and the courage to stand out and be noticed, and especially when most competitors’ marketing is typical, ordinary, and fails to inspire.

The fact is, in today’s tough and demanding business environment, the same-old, run-of the-mill, dull and unimaginable marketing is simply futile.

Continue reading