In the Men’s Room on the 300 level of the Rose Garden Arena in Portland — over a urinal — is a sign with this headline: “You’re Back Again.” The ad is for Flowmax, a pharmaceutical product for men with prostate-related urinary symptoms. Dan Kennedy calls this “message-to-market match.” If you’re Flowmax, the people you’ll […]
…multiplied by how many times you say it.” Roy Williams If you’re in charge of marketing your business, here’s something that won’t come as a shock: it’s harder to reach potential customers than it’s ever been. Attention spans are shorter, the environment is more cluttered, and your prospects have more ways to filter out your […]
If your business involves sales of any kind, the Internet is your best friend. You can now walk into an initial call armed with a remarkable amount of information on your prospect — industry trends, personnel moves, product lines, and more. The Internet can be an even better friend if you know some tricks and […]
Thursday’s Wall Street Journal has a fascinating article about Unilever’s efforts to promote Axe deodorant by producing a television series called “The Gamekillers”. It details the sometimes contentious negotiations between Unilever — who wanted to make sure that viewers got the connection between the program and Axe — and MTV, who feared that an explicit […]
I recently completed a 13-page white paper called “The Seven Deadly Advertising Mistakes and How to Fix Them.” It’s a study of some of the most common ways that companies waste their advertising dollars — along with suggestions to make those dollars work harder and smarter. Among the subjects I cover are: Why trying to […]