I always enjoy the NCAA Men's Basketball Tournament. My memories date back to 1977 when Marquette (from my hometown of Milwaukee, Wisc.) won the dance card and took home the trophy. After that victory me and a buddy ran outside hooting and hollering and played some hoops and pretended to be the players we had just witness win it all. What pure fun.
The NCAA does offer some great insights to marketers as well. Here are seven takeaways you can apply to your marketing:
1.) The small can dominate the big. If you have a small ad shop, a challenger brand or are a start-up, the NCAA tourney should give you renewed hope that you can compete -- and win -- even against larger competitors who will likely outspend you.
2.) It takes a great team and awesome leader (coach) to be at your best and push one another. The best individually deep team rarely wins the games; it's the best coached unit that excels as a team that wins more often than not. A great coach only helps.
3.) A bit of luck helps, so if you get lucky, take advantage of the opportunity you have. Very few had Connecticut and Kentucky in the final. If you... Read more
It’s amazing how many sales best practices are universal. Last week, I was searching for a tile cleaning company. (A little back story: My husband and I bought our home one year ago. It was a foreclosure and fairly dilapidated, but the location was so great we couldn’t pass it up–a secluded cul-da-sac in a lovely waterfront community in Stamford, CT. We’ve been making improvements gradually, and the kitchen floor is this spring’s project.) I Googled “tile floor cleaning + Stamford” and clicked on the first hit–Sir Grout Fairfield. I called the prominently displayed phone number and was greeted by a pleasant woman who set up my appointment. The experience that followed was so positive and inspiring, I just had to share it. Here are five things Sir Grout did right, lessons that apply to nearly every salesman, regardless of his industry.
1. Be punctual.
On appointment day, Tom Lindberg, the owner and founder, arrived on time. It may sound obvious, but I’m surprised by how often a salesperson keeps me waiting, particularly in the digital ad sales world (when I’m lucky if I even get a real person on the phone).
2. ... Read more
The discussions on the second day of the iMedia Content Summit focused on TV and digital video. We took an in-depth look at the rapidly changing way we watch, monitor, and monetize video; the overlap between online and television production that's creating a case for operational convergence; and the recipe for making effective, emotionally-compelling video content led by a true industry leader, The Coca-Cola Company.
That the TV landscape is changing at a rapid pace is indisputable, but in case you want more proof, check out this comprehensive presentation by Dr. Duane Varan, CEO of MediaScience. Never before have users had more choice. They decide what they watch, when they watch it and how, selecting from an ever-growing number of devices. This presents tremendous cross-platform opportunity for advertisers, but it also poses new challenges, including a measurability issue. The historic user-based measurement model for TV in which a piece of content is presented uniformly to an audience at a set time is shifting to an impression-based model, in which distinct creative can be served to unique users at varying times. Advertisers, networks and researchers are working together... Read more
The iMedia Content Summit in Huntington Beach, California (a terrible place, really… don’t you pity the attendees?) features speakers from leading brands, publishers and agencies. A few notable takeaways from the event so far include:
1. Effective content is emotional.
Brands know their stories need to be engaging and relevant, but they often forget about the importance of emotional connectivity, explained Christopher Cox, senior manager of global digital marketing for The Hershey Company. The point was reaffirmed by the Intel/Sharethrough case study on creating and distributing meaningful content, which examined the successful and poignant “Intel for Change” campaign.
2. “Digital marketing is dead.”
Well, not exactly, but as Procter & Gamble’s Global Brand Building Officer Marc Pritchard famously explained in an article for Business Insider, and as Cox reminded us in his keynote presentation, it’s still just marketing. Don’t be distracted by shiny objects, be it the latest social media platform or the newest Silicon Valley start-up. Focus on the marketing basics. Know your audience, and know what you want that audience to do.
3. Don’t be afraid of user-generated content.
Your fans can be your biggest evangelists. Encourage their candid discussions and work... Read more