: Sherrie Perkovich
With so many companies out there vying for their respective audience’s attention, you would think that they would want to differentiate themselves…you know, pull away from the pack. You know from my previous blogs that I’m not talking about bad publicity or running around like a headless chicken suffering from tennis elbow. No, I’m talking about finding out the true point of difference in your company/product/brand, and sticking to it. And communicating it in a clever, relevant way that makes your audience take notice and respond.
I’ll pick on the tech sector. When you’ve got as much money as the HPs, Dells and IBMs of the world, why is it that nearly all of their advertising (aside from maybe TV) all looks the same. It’s wasting money advertising a catalog all over the country and all over the world. And I’ll one up that…
Today’s American business place is saturated by small to medium sized businesses. Those tech giants know that they need computers. According to American City Business Journals, there are over 6.7 million companies sized 1-19 employees*. One would think that these tech companies would want to spend a little money differentiating themselves. Instead they are arm wrestling to see who can go lower with price and who can look more like the next guy.
Headline…insert small business here. Switch headline…insert enterprise here. Switch headline…insert home office here. Instead of wasting money looking exactly like the next guy, put those dollars towards developing a true, unique and relative program/products designed specifically for small businesses.
*City Business Journals, The Pulse of American Business (March 2004)
Monday, November 5, 2007
Wednesday, March 14, 2007
Ad Agencies Have Become A Commodity
: Sherrie Perkovich
Yes, the very idea that ad agencies, or any company that is in the service business, can become a commodity is life threatening news. I read such news today in an article in the South Florida Business Journal titled "Virtual Ad Agency Gives Glimpse of the Future."
To their credit, this company has figured out a way to serve the under-served low budget clients that typically end up creating marketing/advertising material themselves....and then wondering why it doesn't work. With more and more small and home businesses being launched, there certainly is a market for this sort of thing.
However, it pains me to see incredibly thought through strategic planning and creativity whittled down to a mere mathematical formula. We give you enough options and you won't have the same ad as someone else. We give you enough options, and you're still going to end up with crap.
We as an industry need to put more emphasis on our intellectual property and experience and less on low budget, low value propositions to "just get something in the market." With the on-going debate about being compensated for proposals and Agency Valuation that the 4As is spearheading, it is essential that we do not undervalue our service.
Otherwise, in my next post I'll be asking you if you want to supersize your order.
Yes, the very idea that ad agencies, or any company that is in the service business, can become a commodity is life threatening news. I read such news today in an article in the South Florida Business Journal titled "Virtual Ad Agency Gives Glimpse of the Future."
To their credit, this company has figured out a way to serve the under-served low budget clients that typically end up creating marketing/advertising material themselves....and then wondering why it doesn't work. With more and more small and home businesses being launched, there certainly is a market for this sort of thing.
However, it pains me to see incredibly thought through strategic planning and creativity whittled down to a mere mathematical formula. We give you enough options and you won't have the same ad as someone else. We give you enough options, and you're still going to end up with crap.
We as an industry need to put more emphasis on our intellectual property and experience and less on low budget, low value propositions to "just get something in the market." With the on-going debate about being compensated for proposals and Agency Valuation that the 4As is spearheading, it is essential that we do not undervalue our service.
Otherwise, in my next post I'll be asking you if you want to supersize your order.
Thursday, March 1, 2007
Caught in a marketing undertow...
: Sherrie Perkovich
We've all seen it. Hopefully haven’t done it. Reactive vs. Proactive. Oh how easy it is to get caught up and not even know it. Head barely bobbing above the surface. Just trying to “get things done.” Sales barking. CEO barking. Asking the ever present question…why didn’t it work? The marketing/advertising was supposed to get people knocking on the door. What went wrong? Start by assessing the following from your marketing plan…
- Were you trying to say too much? How many messages did you have crammed into the ads?
- Were you not saying anything at all? Where is the brand positioning, were you not giving people a reason to respond?
- No brand awareness. Were you trying to stretch your advertising dollars too far and didn’t have enough air cover for your initiatives. If you’re a total unknown, in this day and age, its harder to break through.
- No money. Did you scrape and fight to get the budget you had. Did you try to do too much with it? You need to work smarter, not harder.
- Was your media strategy off target? Maybe you had a single focused message, with a good brand positioning with good dollars behind it. Possible that your media strategy was off target. Not reaching the right people in a way in which they will engage with your brand.
These are just a few of the questions you can begin to ask yourself as you ramp up for 2007 planning. Often times we are flying at a million miles a minute and forget to take a step back, pull your face away from the computer and breathe.
One of the harder things to do in marketing these days is keep your eye on the overall marketing strategy, goals and objectives while balancing branding with new media initiatives. Yes there are tactics to get us there, but don’t lose sight of your vision. Everything you do should support that vision as a company. And continually ask yourself, does what I’m doing get us there, or does it detract?
We've all seen it. Hopefully haven’t done it. Reactive vs. Proactive. Oh how easy it is to get caught up and not even know it. Head barely bobbing above the surface. Just trying to “get things done.” Sales barking. CEO barking. Asking the ever present question…why didn’t it work? The marketing/advertising was supposed to get people knocking on the door. What went wrong? Start by assessing the following from your marketing plan…
- Were you trying to say too much? How many messages did you have crammed into the ads?
- Were you not saying anything at all? Where is the brand positioning, were you not giving people a reason to respond?
- No brand awareness. Were you trying to stretch your advertising dollars too far and didn’t have enough air cover for your initiatives. If you’re a total unknown, in this day and age, its harder to break through.
- No money. Did you scrape and fight to get the budget you had. Did you try to do too much with it? You need to work smarter, not harder.
- Was your media strategy off target? Maybe you had a single focused message, with a good brand positioning with good dollars behind it. Possible that your media strategy was off target. Not reaching the right people in a way in which they will engage with your brand.
These are just a few of the questions you can begin to ask yourself as you ramp up for 2007 planning. Often times we are flying at a million miles a minute and forget to take a step back, pull your face away from the computer and breathe.
One of the harder things to do in marketing these days is keep your eye on the overall marketing strategy, goals and objectives while balancing branding with new media initiatives. Yes there are tactics to get us there, but don’t lose sight of your vision. Everything you do should support that vision as a company. And continually ask yourself, does what I’m doing get us there, or does it detract?
I'm goodlooking and therefore trustworthy
: Sherrie Perkovich
I was reading through a copy of the San Francisco Business Times the other day. Every now and then they have a special section on real estate and living in the Bay Area. Having a client in that space, I read on. In between the articles, I began to notice the advertising. And then I began to un-notice the advertising. Every single brokerage, firm, etc…all of their ads looked the same, down to the font or should I say fonts used.
At what point in history did it become a requirement to place real estate agents and brokers photo’s in the ads. You see them everywhere. Its almost as if that by seeing the person’s face, you’ll immediately judge them to be a trustworthy firm/person and you should give them business because of it. When everyone in the space is doing the same thing, how can anyone differentiate who is trustworthy and who is not?
A perfect example of this was found on back to back full page ads. One for Coldwell Banker and the other for McGuire Real Estate. Each feature a collage of photos of their “top performers” designed in a way that made me think of my grade school class photo. The only real difference being that Coldwell Banker ponied up for the full color ad. Now I by no means am isolating these two fine companies as the only two violators, I’m merely holding them up as examples of what everyone in the industry is doing. Just like in school when a teacher would give you a detention as an example to everyone else. Or was that just me?
I have an few ideas. Instead of plastering your photo all over your communications, whether they be print ads, business cards or your website, try differentiating your company and break away from the pack. This includes getting rid of the high school yearbook, trying with all your might to not use a photo of the Golden Gate Bridge or having so many properties in your ad they all look the same and it resembles a Sears catalog from 1965.
Go out with a strong brand message and reinforce it with everything you do. Do that, and it won’t matter what your face looks like. And you’ll still get voted homecoming king and queen.
I was reading through a copy of the San Francisco Business Times the other day. Every now and then they have a special section on real estate and living in the Bay Area. Having a client in that space, I read on. In between the articles, I began to notice the advertising. And then I began to un-notice the advertising. Every single brokerage, firm, etc…all of their ads looked the same, down to the font or should I say fonts used.
At what point in history did it become a requirement to place real estate agents and brokers photo’s in the ads. You see them everywhere. Its almost as if that by seeing the person’s face, you’ll immediately judge them to be a trustworthy firm/person and you should give them business because of it. When everyone in the space is doing the same thing, how can anyone differentiate who is trustworthy and who is not?
A perfect example of this was found on back to back full page ads. One for Coldwell Banker and the other for McGuire Real Estate. Each feature a collage of photos of their “top performers” designed in a way that made me think of my grade school class photo. The only real difference being that Coldwell Banker ponied up for the full color ad. Now I by no means am isolating these two fine companies as the only two violators, I’m merely holding them up as examples of what everyone in the industry is doing. Just like in school when a teacher would give you a detention as an example to everyone else. Or was that just me?
I have an few ideas. Instead of plastering your photo all over your communications, whether they be print ads, business cards or your website, try differentiating your company and break away from the pack. This includes getting rid of the high school yearbook, trying with all your might to not use a photo of the Golden Gate Bridge or having so many properties in your ad they all look the same and it resembles a Sears catalog from 1965.
Go out with a strong brand message and reinforce it with everything you do. Do that, and it won’t matter what your face looks like. And you’ll still get voted homecoming king and queen.
RSS - All that or not just yet?
: Sherrie Perkovich
I read an interesting article from eMarketer about the adoption, use and overall understanding of RSS. For those of you who are among the 88% that RSS may as well stand for Really Smart Strategy...you are not alone. According to this article, 9% of US employees know what RSS is and only 2% actually subscribe to it.
So what does this mean for your brilliant marketing plan? You've done your homework and want in...many times we as marketers get wrapped up in new technology advertising without knowing exactly what the reach is because of the buzz its creating in the marketplace. Do some research to see how important offering RSS feeds to your customer/clients is. If they are a tech savvy group, absolutely include RSS.
I believe RSS to be a smart way to get your messaging to your client/prospects by them pulling it vs. us pushing it. Helps get past all of the lovely security items such as email blockers, spam filters, firewalls, etc.
The future is going there...just a matter of how fast and if RSS gets a little help from the big operating systems...
Link to the eMarketer article...
http://www.emarketer.com/Articles/Print.aspx?1004127
I read an interesting article from eMarketer about the adoption, use and overall understanding of RSS. For those of you who are among the 88% that RSS may as well stand for Really Smart Strategy...you are not alone. According to this article, 9% of US employees know what RSS is and only 2% actually subscribe to it.
So what does this mean for your brilliant marketing plan? You've done your homework and want in...many times we as marketers get wrapped up in new technology advertising without knowing exactly what the reach is because of the buzz its creating in the marketplace. Do some research to see how important offering RSS feeds to your customer/clients is. If they are a tech savvy group, absolutely include RSS.
I believe RSS to be a smart way to get your messaging to your client/prospects by them pulling it vs. us pushing it. Helps get past all of the lovely security items such as email blockers, spam filters, firewalls, etc.
The future is going there...just a matter of how fast and if RSS gets a little help from the big operating systems...
Link to the eMarketer article...
http://www.emarketer.com/Articles/Print.aspx?1004127
Google isn't a mega brand
: Sherrie Perkovich
Was just reading Advertising Age's article about the Top 200 Mega Brands (http://adage.com/article?article_id=110554). Its an interesting article and one that I feel its methodology should either change or the report should be renamed something like Biggest Ad Spend by Brand. You see, the reports only basis for consideration as a mega brand is how much money a company spends on advertising. Period.
With companies like Google, Yahoo, and even MySpace coming on strong the last few years...and coming on strong with out a large, if any, (traditional) advertising budget. We need to acknowledge the power of these brands as mega brands beyond pure advertising spend. To not have a Google in this list just seems outrageous.
Gone are the days of TV ruling the day. The report does note online's growth...and yes, the industry big boys seem to be trucking along slowly...to add in more advanced advertising and marketing options. It would be a much more interesting and truer report to have an alternative method to measure the brands, beyond pure advertising spend and build a list of who the mega brands in the US really are. Maybe I'll go and Google it....
Was just reading Advertising Age's article about the Top 200 Mega Brands (http://adage.com/article?article_id=110554). Its an interesting article and one that I feel its methodology should either change or the report should be renamed something like Biggest Ad Spend by Brand. You see, the reports only basis for consideration as a mega brand is how much money a company spends on advertising. Period.
With companies like Google, Yahoo, and even MySpace coming on strong the last few years...and coming on strong with out a large, if any, (traditional) advertising budget. We need to acknowledge the power of these brands as mega brands beyond pure advertising spend. To not have a Google in this list just seems outrageous.
Gone are the days of TV ruling the day. The report does note online's growth...and yes, the industry big boys seem to be trucking along slowly...to add in more advanced advertising and marketing options. It would be a much more interesting and truer report to have an alternative method to measure the brands, beyond pure advertising spend and build a list of who the mega brands in the US really are. Maybe I'll go and Google it....
Aspire to be Nike and Gatorade
: Sherrie Perkovich
You don't have to be a company the size of Nike or Gatorade to have vision and innovation in marketing and advertising. Often times I hear the oh so typical excuses...we're not that big...we don't have a big budget...we're not a consumer product...yada yada yada. If nothing else, because of those very reasons, you should challenge yourself to be even more innovative. Don't have a large budget? Be smarter and faster than your competion and think of different, creative ways to leverage technology while supporting your overall brand positioning.
Cindy Alston, CMO from Gatorade was recently named one of the 10 best marketers in the business by Advertising Age. In the article touting her successes as a marketer for both Gatorade and one of their products Propel, she talks about the need and desire to break out of one's compfort zone, to keep in touch with her consumers and continually try new things. The Propel launch happened to be one of the most triumphant launches in the beverage industry in recent years.
My point is to learn from those, like these 10 individuals, who have the vision and courage to try something extraordinary. Allow yourself to try new strategies. Learn, adapt, grow, succeed.
You don't have to be a company the size of Nike or Gatorade to have vision and innovation in marketing and advertising. Often times I hear the oh so typical excuses...we're not that big...we don't have a big budget...we're not a consumer product...yada yada yada. If nothing else, because of those very reasons, you should challenge yourself to be even more innovative. Don't have a large budget? Be smarter and faster than your competion and think of different, creative ways to leverage technology while supporting your overall brand positioning.
Cindy Alston, CMO from Gatorade was recently named one of the 10 best marketers in the business by Advertising Age. In the article touting her successes as a marketer for both Gatorade and one of their products Propel, she talks about the need and desire to break out of one's compfort zone, to keep in touch with her consumers and continually try new things. The Propel launch happened to be one of the most triumphant launches in the beverage industry in recent years.
My point is to learn from those, like these 10 individuals, who have the vision and courage to try something extraordinary. Allow yourself to try new strategies. Learn, adapt, grow, succeed.
PR, Optimized
:Sherrie Perkovich
The lines between direct, online, PR and Search continue to blur. The old PR rules are gone. Web 2.0 and other online tools are the newer, faster, smarter ways to do business. Create ways for your audience (both your customers and the press) to connect. Use the web by leveraging learning and tools from your search strategy and apply to them your PR strategy online through the use of microsites and landing pages.
Take advantage of the tools that exist online in order to improve your press release rankings on search engines. Then, once you get traffic to your site, learn how they got there and what they do once they are there. Make it relevant. Make it clear and concise. Track, learn, optimize, and grow.
Use microsites/landing pages in order to:
- Improve your press release rankings on search engines
- Boost the popularity of your press release and/or company website
- Put your news ahead of others, maximizing your visibility
- Bring qualified prospects to your door
The lines between direct, online, PR and Search continue to blur. The old PR rules are gone. Web 2.0 and other online tools are the newer, faster, smarter ways to do business. Create ways for your audience (both your customers and the press) to connect. Use the web by leveraging learning and tools from your search strategy and apply to them your PR strategy online through the use of microsites and landing pages.
Take advantage of the tools that exist online in order to improve your press release rankings on search engines. Then, once you get traffic to your site, learn how they got there and what they do once they are there. Make it relevant. Make it clear and concise. Track, learn, optimize, and grow.
Use microsites/landing pages in order to:
- Improve your press release rankings on search engines
- Boost the popularity of your press release and/or company website
- Put your news ahead of others, maximizing your visibility
- Bring qualified prospects to your door
Marketing-eeze needs a swift kick in the pants
:Sherrie Perkovich
Ok marketers, especially B2B marketers and those in the professional services industry, many of you need a fast lesson on what is acceptable and unacceptable use of typical business imagery. I was exposed to many offenders today…whether online, in magazines or in presentations.
Case in point…typical marketing lingo/buzzword paired with the imagery used in marketing and/or advertising materials:
* Speed to market = someone crossing a finish line, arms in the air, ribbon around their chest
* Unique thinking = a light bulb, usually illuminated
* Collaboration = shaking hands, lately, woman and a man’s hand…have to be PC of course
* Competition = running a race, occasionally seen with baton passing or hurdles
* Unique value proposition = a red umbrella in a sea of black ones
* Productivity = a smiling executive at their computer, or also seen with the ear of their glasses in their mouth
By this standard, does retention = water weight gain? Enough is enough. Marketers, please please please, do not attempt to be creative on your own, especially with advertising. Leave that to the advertising experts. There are many agencies out there with thousands of creative teams to help you. I recommend you seek their advice before blending into the ho-hum non-unique selling proposition of looking like everyone else that doesn’t know what they’re doing.
For a bit more on my rants, this one specific to professional services and in particular the real estate industry, read my blog, “I am good-looking and therefore trustworthy.”
Ok marketers, especially B2B marketers and those in the professional services industry, many of you need a fast lesson on what is acceptable and unacceptable use of typical business imagery. I was exposed to many offenders today…whether online, in magazines or in presentations.
Case in point…typical marketing lingo/buzzword paired with the imagery used in marketing and/or advertising materials:
* Speed to market = someone crossing a finish line, arms in the air, ribbon around their chest
* Unique thinking = a light bulb, usually illuminated
* Collaboration = shaking hands, lately, woman and a man’s hand…have to be PC of course
* Competition = running a race, occasionally seen with baton passing or hurdles
* Unique value proposition = a red umbrella in a sea of black ones
* Productivity = a smiling executive at their computer, or also seen with the ear of their glasses in their mouth
By this standard, does retention = water weight gain? Enough is enough. Marketers, please please please, do not attempt to be creative on your own, especially with advertising. Leave that to the advertising experts. There are many agencies out there with thousands of creative teams to help you. I recommend you seek their advice before blending into the ho-hum non-unique selling proposition of looking like everyone else that doesn’t know what they’re doing.
For a bit more on my rants, this one specific to professional services and in particular the real estate industry, read my blog, “I am good-looking and therefore trustworthy.”
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