Is anyone still paying attention? A while back, I met with the Marketing Director of a home improvement company in Texas. The company had been around for two decades. For most of that time, they’d had great success with an image campaign. Sales had been good, and customers mentioned how much they liked the commercials […]
One of the most common questions a new advertiser will ask is, “How long do I need to advertise before everyone knows us?” To answer, advertising people like to tell the story of the day McDonald’s decided to stop advertising. For one day, the story goes, McDonald’s pulled everything — radio, TV, print, you name […]
On a recent Tuesday morning I met with an insurance company executive who had a gripe to share. I told your competitor a month ago that I wanted a weather sponsorship without commercials. Just 5 seconds that says, “This weather report is brought to you by [name of the agency].” I didn’t want any commercials — just the mentions. He […]
During a trip to Florida a while back, my wife sent me to a McDonald’s with a simple set of instructions: return to the hotel with three Egg McMuffins and three orders of hash browns. I walked up to the counter to place my order. Me: Three Egg McMuffins and three orders of hash browns, please. Woman at […]
How many sales opportunities do you miss without knowing you missed them? Matt Sunshine of the Center for Sales Strategy recently wrote about a salesperson whose email signature cost her the chance at an RFP: It was a short turnaround situation, the client told her, and when the client looked for Debbie’s phone number in […]
