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Atricle Dump - Marketing's Nuclear Weapon
For the longest time I have been uncomfortable with the various labels we place on our customer facing activities. They are referred to as:Customer ServiceCustomer CareCustomer SupportCustomer Relationship ManagementClient Services
Once you've done the research and asked all the questions, it's time to let ideas flow, not just on concepts, but also on content, medium, style.
Quick example. A small New York lingerie store with virtually no budget wanted to boost business. Its ad agency had an idea: paint messages on the sidewalk within eight blocks o
Last month I talked about the Skilled Facilitator principle of being curious. This month I want to talk about the complementary principle transparency. Transparency has recently become a popular topic in business as organizations seek to build (or rebuild) trust with cu
Focus groups tell us that time is a precious, yet dwindling resource. Attention spans are dwindling, as well.
Many forces condition people: competing messages, special effects, quick cuts, pop-up videos, too much media. We should not totally surrender to these trends but instead look at the yearnings they reveal: a desire for simplicity, efficiency, truth, and quality of presentation.
When we design and write marketing communication material we must recognize a very fundamental fact: we are interrupting someone's day.
The fact that they chose to read, hear or view our message places a great responsibility on us to present this work as best we can. All the elements should contribute to a single point. A single reason for being there. Add something and it is excess baggage. Take something away and it's thin soup. The balance is critical.
And, we can't underestimate today's consumers. They are smart and we must not fall prey to communicating to the lowest common denominator. Consumers demand creativity, and ultimately they are who we work for.
Do The Math
It adds up to this: the increasing need for creativity. Thinking beyond the rote. Asking why and why again. Researching. Feeding the mind. Looking at the situation from a different angle. Parking your biases at the door.
Once you've done the research and asked all the questions, it's time to let ideas flow, not just on concepts, but also on content, medium, style.
Quick example. A small New York lingerie store with virtually no budget wanted to boost business. Its ad agency had an idea: paint messages on the sidewalk within eight blocks of
We are all familiar with the neon sign board that hangs outside any office buildings, hotels, bars, pubs and sometime even outside a house. The neon sign is a glowing glass tube used to attract people and customers to maximize their business and also works as alerts.
When we design and write marketing communication material we must recognize a very fundamental fact: we are interrupting someone's day.
The fact that they chose to read, hear or view our message places a great responsibility on us to present this work as best we can. All the elements should contribute to a single point. A single reason for being there. Add something and it is excess baggage. Take something away and it's thin soup. The balance is critical.
And, we can't underestimate today's consumers. They are smart and we must not fall prey to communicating to the lowest common denominator. Consumers demand creativity, and ultimately they are who we work for.
Do The Math
It adds up to this: the increasing need for creativity. Thinking beyond the rote. Asking why and why again. Researching. Feeding the mind. Looking at the situation from a different angle. Parking your biases at the door.
Once you've done the research and asked all the questions, it's time to let ideas flow, not just on concepts, but also on content, medium, style.
Quick example. A small New York lingerie store with virtually no budget wanted to boost business. Its ad agency had an idea: paint messages on the sidewalk within eight blocks o
It would be so nice if when you got your medical billing software, if it would at least wait until you started to use it before it gave you problems. Unfortunately, many of your most common problems involve the actual installation and running of the software itself. S
The fact that they chose to read, hear or view our message places a great responsibility on us to present this work as best we can. All the elements should contribute to a single point. A single reason for being there. Add something and it is excess baggage. Take something away and it's thin soup. The balance is critical.
And, we can't underestimate today's consumers. They are smart and we must not fall prey to communicating to the lowest common denominator. Consumers demand creativity, and ultimately they are who we work for.
Do The Math
It adds up to this: the increasing need for creativity. Thinking beyond the rote. Asking why and why again. Researching. Feeding the mind. Looking at the situation from a different angle. Parking your biases at the door.
Once you've done the research and asked all the questions, it's time to let ideas flow, not just on concepts, but also on content, medium, style.
Quick example. A small New York lingerie store with virtually no budget wanted to boost business. Its ad agency had an idea: paint messages on the sidewalk within eight blocks o
Polyester is a synthetic fibre derived from coal, air, water, and petroleum. Polyester fibres are formed from a chemical reaction between an acid and alcohol. In this reaction, two or more molecules combine to make a large molecule whose structure repeats throughout its
Do The Math
It adds up to this: the increasing need for creativity. Thinking beyond the rote. Asking why and why again. Researching. Feeding the mind. Looking at the situation from a different angle. Parking your biases at the door.
Once you've done the research and asked all the questions, it's time to let ideas flow, not just on concepts, but also on content, medium, style.
Quick example. A small New York lingerie store with virtually no budget wanted to boost business. Its ad agency had an idea: paint messages on the sidewalk within eight blocks o
If you want to stay healthy as a business, it is necessary to provide some basic training to your customers on how they should do business with you.Let's look at an example of how we train our customers to create problems for us. Suppose you have a policy of inv
Once you've done the research and asked all the questions, it's time to let ideas flow, not just on concepts, but also on content, medium, style.
Quick example. A small New York lingerie store with virtually no budget wanted to boost business. Its ad agency had an idea: paint messages on the sidewalk within eight blocks of the store. The messages read, "From down here, it looks like you could use some new underwear." Business exploded.
Creativity isn't just a flash of lightning. It is a deliberate, disciplined process that anyone can follow. Now, go be creative.
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