Hiring an Ad Agency By Avi Dan President, Avidan Strategies, LLC You hire consultants for one of two reasons: expertise that you don’t have or because you don’t have the time to manage the project yourself. This is pretty much why Advertisers hire an agency search consultant. Selecting a new agency is one of the… [Read more…]
Ask And You Shall Receive: The Most Important Thing Marketers Aren’t Doing
Ask And You Shall Receive: The Most Important Thing Marketers Aren’t Doing By Suzanne Kyba Vice President, Brand Strategy for Door Number 3 Today’s brand evangelists are right under our noses, but lack of foresight and keystrokes keep them at an unsafe distance. This army of believers holds the keys to the future, and they… [Read more…]
The Economics of Storytelling
THE ECONOMICS OF STORYTELLING (Or, when the going gets tough, the tough get a story.) By Tony Hodges and Rick Ray Partners, brandstory If you work in advertising or P.R., direct marketing or new media, you well know the value of stories to your campaigns. Stories engage your viewers and readers like nothing else and… [Read more…]
Refreshing Focus Groups
Refreshing Focus Groups By Robert J. Morais Principal, Weinman Schnee Morais, Inc. Even with so many market research options, from real-world based ethnographic observation to online panels to complex surveys, marketers still field hundreds of thousands of focus groups annually. Advocates see them as a fast, inexpensive way to hear consumers speak about what they… [Read more…]
Do Incentive Programs Really Work for Pharma Brands?
Do Incentive Programs Really Work for Pharma Brands? By Al Kenney Partner, M2 Worldwide Global Strategic Marketing There is this debate going back and forth over the years as to whether delivering incentives to patients such as free trials and co-pay offsets really pay out for the Pharma Marketer? Is the practice of delivering these… [Read more…]
Are You Average?
By Bill Keller President, DataTech Concepts Do you use research to best position your brand or products? Is your company taking advantage of continuously evolving targeting tools, measurement and tracking mechanisms and newly formed marketing channels? If you do all of this, your marketing approach is probably average. In an effort to make marketing and… [Read more…]
Changing the Game, Old School
by Jim Joseph President, Lippe Taylor Brand Communications Author of “The Experience Effect” I started my marketing career at Johnson & Johnson, and back in the day we used to say that there are two kinds of people in the business world. Those that “get it” and those that “don’t get it.” It would always… [Read more…]
Some Advertisers Seem Stuck in the Recession
Some Advertisers Seem Stuck in the Recession by Roger W. Adams Chief Executive Officer, Marketing Second Opinion LLC In general, the best ads have both a rational and an emotional component. The emotional makes the deep connection with humans and establishes relevance. The rational is the explanation of the function or benefit that justifies purchase… [Read more…]
Meyer’s Top 10 Tips in Mobile/Social Apps
Meyer’s Top 10 Tips in Mobile/Social Apps By Patrick Meyer President, Sourcebits Technologies Smartphones and Mobile/Social Apps are beyond a doubt the hottest area with consumers–and smart marketers. Here are learnings from Sourcebits’ developing 200+ apps and 4 years of mobile/social work including our December Knocking Live Launch ( #3 Social app in 48 hours… [Read more…]
Interview: Alexis Cardona, CMO of Transitions Optical
Norman Sherman interviewed Alexis Cardona, the newly-appointed CMO of Transitions Optical, for our next Game Changers newsletter. They spoke about the challenges of moving to a new position at a smaller company. Use the player below to listen to the interview; click here to read a transcript.
Interview: Alexis Cardona, CMO of Transitions Optical (transcript)
NORMAN SHERMAN: This is Norman Sherman for the Game Changers and today we’re going to be speaking with Alexis Cardona, who is the new CMO of Transitions Optical. Alexis, how are you? ALEXIS CARDONA: I’m doing very well, Norm. NORMAN SHERMAN: Tell us a little bit, if you would, about Transitions Optical. ALEXIS CARDONA: Transitions… [Read more…]
From “All Over the Map” to Constancy
From “All Over the Map” to Constancy: Building Consumer Confidence in Your Brand By Beatriz Mallory CEO and Chief Strategist for HispanAmérica CRM In another life, I was a cartographer. I adore maps. I love the precision of using the mileage scale to set my expectations of arriving at a set destination. As a young… [Read more…]
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