Blog - Page 48 of 57 - Bob Cargill

04Aug 2005 by Bob Cargill

In Defense of Rubber Wristbands as a Fundraising Tool

In the latest issue of Details magazine (June/July 2005, p. 99), columnist Jonathan Sabin plays the devil’s advocate and argues that rubber wristbands – such as those ubiquitous yellow ones that have helped the Lance Armstrong Foundation raise so much money for such a good cause – should be banned. Who would have thought that one man’s solution to cancer prevention and survivorship would be another man’s problem with marketing and philanthropy? “Today nearly 50 million are looped around self-righteous wrists as the cheesy trinkets metastasize like the cancers they’re supposed to help cure,” writes Sabin, taking an unseemly, cheap shot – in my opinion – at not just one of the most popular charitable organizations going right now, but at the business of direct response fundraising as a whole.…

29Jul 2005 by Bob Cargill

Why Executives Should Blog

Blogging

Many executives should consider blogging, according to Ted Demopoulos, who’s not only an expert on information security and IT entrepreneurial issues but also a – surprise, surprise – prolific blogger himself. “It [blogging] helps publicize company news as well as executive viewpoints and opinions, and adds to a company’s personality. Executives can blog extremely effectively as their thoughts are usually well regarded and trusted, and their blogs tend to get an instant large readership,” says Ted. Naturally, I couldn’t agree with him more. A blog is tailor-made for storing and managing intellectual capital. It’s a centralized repository for experience and expertise, an incredibly easy way to disseminate key, timely information to an audience of readers who are already interested in what you have to offer. While I’ll be the first…

21Jul 2005 by Bob Cargill

The Cure for the Common Headline

Advertising, Copywriting, Direct Marketing, Marketing

If you were a neighbor of mine, you’d know what I mean when I say my lawn isn’t going to win any beauty contests. It’s so thin, brown and malnourished, it’s embarrassing – especially during the dog days of summer. So when The Scotts Company wrote to me recently about growing a thicker, greener lawn, its timing – and targeting of me as a potential customer – couldn’t have been better. After all, like any other proud homeowner in this day and age, I need to be doing everything I can to keep up with the Joneses, no? Which reminds me of a direct mail package Scotts sent out a few years ago, bearing the words, “Now the grass can be greener on your side.” While these folks didn’t earn…

14Jul 2005 by Bob Cargill

What Pauly Shore May Have Learned from Direct Marketing

Advertising, Direct Marketing, Marketing

I may not be a big Pauly Shore fan, but he scores big points in my book for putting his money where is mouth is and guaranteeing his new TV show, Minding the Store, (which is premiering this Sunday, July 17, at 10 PM EST on TBS). “I am so confident that my new series will make people laugh,” said Shore in a press release, “I’ve convinced the network heads at TBS to let me offer this special guarantee. It’s our way of saying we value people’s television-viewing time, and we know they’ll feel their time spent watching Minding the Store is well worth it.” Viewers who fail to laugh after watching the first episode of Minding the Store are invited to mail a self-addressed, stamped envelope to Shore, care…

07Jul 2005 by Bob Cargill

Marketing on Martha’s Vineyard

Advertising, Branding, Direct Marketing

To know Martha’s Vineyard, an island seven miles off the southeast coast of Massachusetts, is to know The Black Dog logo, which in recent years has come to represent this vacation paradise almost as much as the tavern, bakery café and general stores for which it was designed. Yes, this logo is that ubiquitous. First emblazoned on a T-shirt in 1979, today The Black Dog is found on practically every article of clothing you can imagine, not to mention on bumper stickers, coffee mugs, tote bags and key chains. For tourists, it’s a status symbol and a fashion statement, a logo that tags them popular by association. For the business people who own the rights to this logo, The Black Dog must be, well, a cash cow. Spending a little…

30Jun 2005 by Bob Cargill

Yet Another Endorsement of the Corporate Blog

Blogging

“As blogs become easier to create and manage, they can be used to provide employees valuable tools to share information within their spheres of influence, such as colleagues, partners, distributors, customers and other constituents,” writes Renee Blodgett, president of Blodgett Communications and – naturally – a blogger herself, in the June 20 issue of DM News. “Blogs not only broaden your corporation’s knowledge base by tapping new content from employees, partners and customers,” adds Blodgett, “they can extend this new content to more audiences and communities, including specific topic experts who can add credibility to your product or service.” Cautions Blodgett, though: “Blogging is a great new tool to communicate to existing audiences and reach new ones, but it is critical that we don’t forget basic marketing and PR principles…

22Jun 2005 by Bob Cargill

The Power of Loyalty Marketing

Branding, Direct Marketing, Marketing

Every shopper likes to belong, to feel like an insider, to get a good deal that can’t be had anywhere else. At least, those are the cravings that retailers are counting on – and playing to – by asking their customers to use so-called loyalty cards, those small pieces of plastic so many of us have been conditioned like sheep to carry around in our wallets or on our key chains. I don’t know about you, but I have a handful of them, three for groceries alone (Stop & Shop, Shaw’s and Price Chopper), one for books (Barnes & Noble) and one for, well, this and that (CVS/Pharmacy). And while I sometimes feel like I’m being subjected to undue scrutiny when asked to produce one of these cards at the…

15Jun 2005 by Bob Cargill

The Growth of Online Donations

Direct Marketing, Fundraising

According to The Chronicle of Philanthropy’s sixth annual survey of online fund raising, “Online donations to the nation’s largest charities grew sharply in 2004, with many groups receiving at least twice as much money via the Internet as they did in 2003.” In an article (“A Surge in Online Giving") in the June 9 edition of the publication, Nicole Wallace reports that “fund-raising experts say that year-to-year percentage increases in online contributions that far outstrip gains in other types of fund raising have won over many of the lingering naysayers.” Adding to the momentum was the strength of online donations to help victims of the December tsunamis in South Asia, acknowledges Wallace. The article also points out that the amount of money currently being raised online still pales in comparison…

10Jun 2005 by Bob Cargill

WorldWIT’s Free Blogging Teleseminar

Blogging

Find out what the Blog hubbub is all about. That’s how an upcoming teleseminar on blogging is being promoted by WorldWIT, the leading global online and offline network for women in business and technology. According to an email sent to my friend, Erin Sheehan (of Oceanos Marketing), WorldWIT – whose CEO and Founder, Liz Ryan, just so happens to have her own blog, Business Mom – is continuing “its free teleseminar series with blogging guru and serial tech entrepreneur Derek Scruggs,” who “will share a ton of strategic-to-tactical tips on creating your blog, building an audience, generating revenue via your blog, and taking advantage of new blog-related technologies.” During this free teleseminar – which will take place at 3 PM EST on Wednesday, June 29 – you’ll also be able…