Archive for David Murdico

What Is The Best Time To Post Social Media Updates?

Posted by David Murdico on July 3rd, 2015 at 11:25 am

Ecclesiastes - aka King Solomon, that famous guy from the Bible - once wrote:
“Whoever watches the wind will not plant; whoever looks at the clouds will not reap.”
I don’t care of you’re Christian, Jewish, Muslim, Buddhist, or celebrate Festivus… that holiday for the rest of us, the quote applies to anyone trying to figure out that perfect time to post on Facebook, Twitter, Instagram, YouTube, their blog or whatever.
Whoever watches the wind will not plant - They’re afraid their seeds will blow away. But by the time the wind subsides, the rain starts and then their seeds will wash away, or the birds will eat them.
Whoever looks at the clouds will not reap - Apparently it isn’t good to reap in the rain. I’m not a farmer, but after you wait for the crops to dry out, the next thing you know it’s fire season and your crops get all burned up, or the birds eat them.
Apparently birds hate social media updates.
There’s ALWAYS going to be some good reason not to update at certain times and contradicting reasons to update at those same times. Don't update between this time or that because people are in meetings, eating lunch or... Read more

How about Comedy Videos in Cosmetics Marketing?

Posted by David Murdico on May 15th, 2015 at 4:07 am

My agency / production company Supercool Creative recently produced an animated video for a cool, functional, new product called Swoon - part scoop, part lip gloss applicator. Before that experience, I seldom equated beauty or cosmetics marketing with comedy, but rather pouty lipped stick figures stalking a runway amidst a barrage of camera flashes.
Probably the closest I got to comedy is when one of the models had a heel malfunction and took a topple. I don’t want to see anyone get hurt, but I do love me some physical comedy.
Well here's how you do it:

Set up the consumer problem / what's the challenge?
Create an amusing story to explain it
Deliver a sitcom-like conflict for comedic effect
Get as edgy as you can
Use good natured violence if possible
Let the consumer know how to buy the product! - most important!!
Show two girls kissing awkwardly at the end, with a creepy accountant lurking (optional)

So, the answer is yes! The typical beauty / cosmetics / fashion spot is about as compelling and original as the typical car spot with the obligatory shots of the car making a hairpin turn against a scenic background, or sitting in a perfect soundstage with perfect lighting. All cars can make... Read more

5 Things Video Game Execs Need To Know About Marketing Games

Posted by David Murdico on May 13th, 2015 at 3:31 am

I know, video game and app marketers are some of the hardest working people on the planet, and I no doubt have the HIGHEST respect for what they do at all hours of the night - and no I'm not talking about their private lives.
Still, working on the creative, strategy, video, marketing, social media and PR side of game and app promotion, I see important actionables and accountabilities slipping through the cracks.
So, take this as intended - or hate me. Just don't do both at the same time. I confuse easily.
1. Be authentic to your brand, game and fanbase
I don’t care of your game involves stacking cherries on top of ice cream before it melts, or shooting hookers in the street. Own it. I remember running a campaign for Street Fighter X Tekken where we weren’t allowed to use the word “badass” in our social media updates. The game was about kicking people in the face.
There’s a huge disconnect between the desires of the fans and the politically correct spew coming out of the marketing spokesholes. It’s not their fault. It;s the system.
2. Allocate budget for promoting contests, giveaways and commissioning influencers
Players and fans don’t just magically appear - especially... Read more

5 Reasons Startups Should Pay Marketing Agencies More Than Brands Do

Posted by David Murdico on May 13th, 2015 at 2:59 am

The myth out there is that startups don’t have very high budgets because they’re - you know - startups, so they shouldn’t pay marketing agencies, ad agencies, the gardener, the people at the counter at Burger King - or other professionals at the same rates that those nasty big brands do.
They should pay more.
Working with a startup team takes every bit as much time, creativity, effort, critical thinking, planning, strategizing, communication and resources as working with the marketing team at a big brand, and probably more. Here’s why.
1. Nobody knows who you are yet
Building awareness is a lot of work. You have to define who you are - not just the logo and tagline, but what do you stand for? What are you offering? Why should people care and how do you convey that messaging?  Creating shareable content including videos, posting updates on social media and getting PR is only part of it.
Who are you selling to? Where do they  find their purchasing information? Who influences them? Who do they trust and why?
Then you can work on what kinds of content they like to read, watch and share. Then you can decide how much call to action to include and... Read more

Why Social Media Is Like Asking Girls Out

Posted by David Murdico on February 13th, 2015 at 2:26 pm

Lots of marketing people with brands, businesses, organizations and startups wonder how to approach social media. Approach it like you're asking out a girl or a guy with the short term objective of getting a date and the long term goal of getting married, having kids and living out the rest of your days in misery.
If you're too coy or vague, you may strike up a conversation but you won't achieve your objective - a date.
If you're too pushy or aggressive you may or may not achieve your objective, depending on who you are, how impressive you are, how charming you are and let's face it - how attractive you are.
Attractive can come in the form of good looks, a sparkling personality or a 200k Ferrari parked next to you.
Imagine walking up to a complete stranger - someone you recently met - or even a co-worker - and saying something like "wow, I heard there are movies playing at theaters tonight."  Her response is not likely to be "let's go to one... together... on a date."
Too vague.
OK, now try "I heard there's a great new romantic comedy playing tonight!" She says "what's it called?" You... Read more