"If you can't explain it to a six-year-old, you don't understand it yourself," said Albert Einstein.
We live in an over-communicated society.
Heck, when I began in advertising and marketing, adding an outbound phone call to a direct mail campaign was considered "Integrated Marketing."
The fact is, we are exposed to thousands upon thousands of media impressions each and every day. As such, as consumers, we CRAVE simplicity. If you can simply explain what you are selling (which, by the way, is what advertising and marketing is), and how your product/service will benefit me, then wrap in a compelling reason -- the correct messaging and/or offer, I will likely take the next step in your sales process. But please make sure to explain to me what you want me to do -- call, respond to the email, visit the website, like us, etc...
Precise copy is the key, but we also must consider how we can graphically simplify our message so it is easier to digest and get the point across immediately. Here is an example of what I mean: http://www.a2591.com/2011/03/more-minimalist-effect-in-maximalist.html
Most of these everyday products are, perhaps, better served today as stripped-down versions.
That's why the combination of video and the internet/social media is so... Read more
The annual U.S. News & World Report Best Colleges rankings came out today, which got me thinking about how the process of choosing a new vehicle is not so different from selecting a college. A decision is preceded by dozens of questions—conscious or otherwise. How important is a brand name? What kind of return will I get from this investment? What can I expect from the experience—community, fun, prestige?
The stakes for choosing a college are arguably higher. And with hindsight being 20/20, I know there are quite a few people who would rethink their choice of college if they could (although I’m sure wherever you went was the “Harvard of the West, Arizona, Southern Florida”).
So if you happen to be in the market for a new car, here’s a chance to (sort of) make up for some of the errors of your youth.
See how U.S. News ranked the top college in five different categories and the auto manufacturer with similar brand attributes.
Best National University: Princeton
Selected for their comprehensive programs—a full range of undergraduate majors, and master's and Ph.D. programs—these colleges are also committed to groundbreaking research.
Any of the top-tier luxury vehicles could easily be high on the list, but... Read more
My car is an island and in it I am happily shipwrecked. No email, no texts, and a Bluetooth that is always not-so-mysteriously malfunctioning. Driving alone in my car—especially early morning when the streets are empty—is one of my greatest pleasures. So I’ve already started mourning, knowing this serenity may soon be coming to an end.
There’s been a steady stream of press on autonomous vehicles recently (i.e. the self-driving car), but the more immediate evolution is really in-car connectivity—better known as “5th screen” technology.
Not surprisingly, automakers are focused on integrating the latest technology to ensure their products remain an essential part of life. This is especially crucial when trying to attract Millennials who, in a June 2013 eMarketer report, revealed they would be more negatively impacted if they lost their mobile phone or computer than if they lost their car.
In April, the world was introduced to the iBeetle. Using the Beetle app, the car can stream music, compare driving times and fuel economy, read iPhone messages aloud, and send digital postcards (that include the vehicle’s whereabouts) over a driver’s social networks.
Audi, which announced Audi connect technology in 2011 and recently launched the system in its 2013 A4, A5, S5, and... Read more