12Jan 2005 by Bob Cargill

Terry Gets Lax

Advertising
In today's Boston Herald, the Inside Track reports that Terry Francona, manager of the World Champion Boston Red Sox, has signed on as a spokesman for Metamucil. According to the article, written by Track gals Gayle Fee and Laura Raposa, the Sox skipper has “been downing the fiber laxative daily for a decade.” H-m-m-m, maybe that explains why Procter & Gamble ran such a prominent Sox "congratulatory" ad for its popular fiber supplement so soon after the conclusion of the latest – and perhaps most remarkable – postseason chapter in Major League Baseball history. The company was behind Terry every step of the way. If you recall, following the Sox’s World Series victory, I wrote an article here – in A Fine Kettle of Fish – in which I ranked…
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10Jan 2005 by Bob Cargill

A Dip in Donations to Non-Tsunami Relief Nonprofits?

Fundraising
Americans have risen to the occasion and already given millions of dollars to support tsunami relief efforts, but according to the Association of Fundraising Professionals (AFP), "it is quite probable that charities working on issues unrelated to tsunami relief will see a decrease in their fundraising in the short-term.” Consistent with charitable giving patterns following 9/11 and other major tragedies, “most charities will not see any long-term impact” as a result of the tsunami disaster, AFP recently told its members. “AFP believes that people recognize that the tsunami relief effort represents a special gift, over and above what individuals and organizations would normally give,” reported the association. “Your local women’s shelter; universities offering bursaries and scholarships; AIDS prevention programs at home and abroad; ongoing hurricane recovery in the Caribbean; food…
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04Jan 2005 by Bob Cargill

In the Wake of the Tsunami, Blogs Show ROI (and More)

Blogging, Fundraising
A couple of weeks ago, Paul Chaney of the Radiant Marketing Group blog, asked me for my "take on Bob Bly's argument that there is no ROI potential in blogging, at least none that he sees." He wanted to know how I, as a direct marketer, saw blogs fitting the mold. My reply to him (verbatim) was this: “With a blog, you may not get an immediate and demonstrable ROI, but like a good PR initiative, blogging certainly can lead to new business. “As I wrote in my own blog recently, if you use press releases, newsletters and bylined articles to promote your products and people, a blog is the next better thing – now. “As a veteran direct marketing copywriter and creative director, I’m not here to tell you…
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30Dec 2004 by Bob Cargill

This is the Time to Demonstrate our Philanthropy

Direct Marketing, Fundraising
If I'm only going to post once this week, there's no way I can't write about the dreadfully fierce tsunami that mercilessly struck and ravaged southern Asia the day after Christmas. This was, after all, a disaster of epic proportions, the enormity of which is almost impossible to comprehend. We can only pray and hope for the tens of thousands of helpless, innocent men, women and children caught in the path of those waves of devastation. That is, we can only pray and hope and give them all that we can in humanitarian relief. Yes, this is the time for the international community to cast aside our differences and join forces on behalf of those affected by Sunday’s catastrophe. This is the time to open our hearts and demonstrate our…
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21Dec 2004 by Bob Cargill 1 Comment

Why Advertising, Marketing and PR Pros Should Blog (Part Three)

Advertising, Blogging, Direct Marketing, Public Relations
7. Blogs are Enjoyable. There are many sound business reasons to blog, but let's not forget how much of a pleasure they are for both author and audience. Seriously, the fun factor should not be underestimated. Most blogs are quick and easy to absorb, and a refreshing change of pace from typical marketing riffs and age-old corporate-speak. Bloggers aren’t just writers, they’re also publishers, opinion-leaders, risk-takers and entrepreneurs. They’re people who are inclined to live by the mantra, carpe diem. They’re passionate about their craft and evangelical about their content. And in many cases, their readers are just as fanatical.8. Blogs are Authoritative. We’re not talking about those cathartic, diary-like blogs kept by moody, meandering teenagers. We’re talking about the most sophisticated among the blogosphere, the ones owned and operated…
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14Dec 2004 by Bob Cargill

Why Advertising, Marketing and PR Pros Should Blog (Part Two)

Advertising, Blogging, Direct Marketing, Public Relations
4. Blogs are Immediate. A blog makes it possible for the everyday communications professional to distribute newsworthy, thematic content to a large, like-minded audience – without many, if any, layers of approval – almost instantaneously. If timeliness is a critical element of your publishing plan, it’s an irresistible platform. A blog allows you to draw out invaluable feedback, too, without having to lollygag through the traditional rites of business courtship. Comments from readers are akin to free market research. If your goal is to establish an open, online dialogue with prospects and influential people who might otherwise not give you the time of day, a blog just may be your entrée – it certainly is a unique ice-breaker. 5. Blogs are Infectious. Like any good viral marketing campaign, the content…
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07Dec 2004 by Bob Cargill

Why Advertising, Marketing and PR Pros Should Blog (Part One)

Advertising, Blogging, Direct Marketing, Public Relations
Most advertising, marketing and public relations professionals know a blog when they see one, but when it comes to actually using this relatively new, self-publishing platform, there are still many skeptics and naysayers among us. This time next year, however, those people will likely have come to their senses. In 2005, I dare say you would have to be either misinformed or just plain obstinate to not at least consider adding a blog to your business plan. Here are ten reasons why: 1. Blogs are Interactive. In many cases, marketing is a monologue, a well-choreographed sales pitch to an audience of passive prospects. But one of the key attributes of a blog is that it allows readers to provide honest, public feedback that is posted below the author’s spiel. It…
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01Dec 2004 by Bob Cargill

Good Juice, Good Guys, Good PR

Cause-Related Marketing, Public Relations
Everybody knows the story of The Juice Guys, Tom Scott and Tom First, who started their company, Nantucket Nectars, by selling juice from a boat off the island of Nantucket, Massachusetts over ten years ago. They were one of the earliest to market in the new-born, new age beverage industry, and, ultimately, one of the most successful. One chapter of their success story, however, that doesn’t get as much attention as their juice, is the one they began writing in 1998, when Tom and Tom (as they are affectionately known), created Juice Guys Care, the 501 (c) (3) not-for-profit division of their widely acclaimed company. Clearly, Nantucket Nectars believes that its high quality standards for its juice should be applied to all aspects of the company, including community involvement. Good…
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23Nov 2004 by Bob Cargill

Give Thanks for Bob

Blogging
Direct marketing copywriter Bob Bly, who was quite critical of blogging in a DM NEWS article he wrote just three weeks ago, launched a new blog today, and the reaction throughout the blogosphere was immediate and considerable. (No, I’m not making this up.) Steve Hall, of Adrants, wrote, “The launch of Bob Bly’s blog is welcome. Very welcome.” Rick Bruner, of Business Blog Consulting, opined, “Who’s surprised? Resistance is futile.” Debbie Weil, in her blog, said, “It’ll be fun to see how this plays out in the blogosphere.” And Paul Chaney, of the Radiant Marketing Group, weighed in about Bob Bly with these thoughts: “I think his willingness to give this technology a spin is a signal event…Bob has much to learn about blogging, and we have much to learn…
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