Blog - Page 54 of 58 - Bob Cargill

21Sep 2004 by Bob Cargill

Broken Line, Solid Practice

Advertising, Copywriting, Direct Marketing

Historically, the prototypical direct response ad has always included an order form, which is invariably surrounded by a broken line. To those who don't respond by phone or – today – computer, such a plain and unmistakable border tells the audience to get out the scissors, detach along perforation and mail before said offer expires. Even if there’s no form to complete, coupon to save, or paper to shuffle in any way whatsoever, it’s still an incredibly strong call to action. It’s Pavlovian, really, consistent with the laws of the conditioned reflex. But evidently all this is no secret to the marketing team at Boston Sports Clubs. I can’t tell you how many ads of theirs I’ve seen framed by broken solid – as opposed to dotted – lines. For…

15Sep 2004 by Bob Cargill

Recycling References to Popular Culture

Advertising, Copywriting, Direct Marketing

Before you attend your next brainstorm meeting, I have a little homework assignment for you. Watch a few hours of television. Take in a couple of good movies. Listen to some talk radio. Punch up . Then grab the latest issues of People, Time and Rolling Stone magazines, and read them cover to cover. I know, all that’s going to seem like information overload to some of you (and, to the others, perhaps a disdainful exercise in futility), but if you can stomach all the mind candy, the ideas will come rolling off your tongue. You’ll recycle a few references to popular culture and have everyone at that meeting – and, ultimately, your customers – singing your praises. Trust me. Using current events and popular culture to call attention to…

08Sep 2004 by Bob Cargill

A Big Lesson in Marketing

Advertising, Direct Marketing, Miscellaneous

The success of any advertising or direct marketing campaign depends on a coalescence of elements, not the least of which are the motif of the creative and the timing of the launch. If you can tie those two together, you're likely to be sitting pretty. For example, take the Sunday newspaper insert I received recently from Target, which prides itself on selling quality, stylish merchandise at reasonable prices. Scheduled to arrive in-home about a week before the first day of school, it was obviously designed by the retailer to look like a classic composition notebook – ruled pages, marble red cover and all. But the “back to school” theme doesn’t stop there. This bold, eye-catching, 8-1/2” X 11” insert is divided into three two-page spreads – one each for middle…

01Sep 2004 by Bob Cargill

Cause-Related Marketers and the Runners They Chase

Cause-Related Marketing

For more than two decades now, I have been running an average of about 20 road races a year, and practically every one of them benefits at least one local or national charitable organization. As an athlete, it's not necessarily the first thing you think about at a race, but besides all the physical training you have behind you, the idea that your entry fee (or at least a percentage thereof) is going to some worthy cause can’t help but serve as a strong, underlying motivating force. Of course, any such philanthropy is probably an afterthought for some runners – understandably. After all, we’re preoccupied with our performance. We’re running for time and place. But if you’ve competed in as many 5K races as I have, you come to realize…

25Aug 2004 by Bob Cargill

Give Now or Forever Hold Your Peace

Fundraising

Splashed across the cover of this past weekend’s edition of the Sunday newspaper supplement, USA Weekend, was a story on “How Your Wedding Can Make a Difference,” introducing engaged couples to the “concept of weaving a dose of altruism into nuptials as a way to launch a couple’s married life with special purpose.” Apparently, according to the article, more than 2,000 couples have already registered with the Washington, D.C.-based I Do Foundation, magnanimously adding philanthropy to their wedding day vows. It’s the “pay it forward” principle, really – a novel, noble idea rearing its beautiful, benevolent head in stark contrast to the traditional wedding registry. Let’s see, you can either shell out for another toaster oven, coffee maker, stainless steel colander or five-speed blender for a bride and groom who…

18Aug 2004 by Bob Cargill

Marketing Miscellany II

Fundraising, Miscellaneous

Every once in a while, a growing legion of Seth Godin devotees, myself included, receive an email from the bestselling author, entrepreneur and self-proclaimed “agent of change” himself, reminding us that fresh, new content has been posted on his Web site. I’m there in seconds. And on my most recent visit, as always, there was the proverbial pot of gold at the end of the rainbow, as he had just announced the launch of his latest brainchild, ChangeThis, a revolutionary, new non-profit medium with the noble intention of facilitating the spread of manifestos – “thoughtful, rational, constructive arguments about important issues” – in order to “help people change their minds to a more productive point of view.” I don’t know about you, but any business model that can use one…

11Aug 2004 by Bob Cargill No Comments

Fundraising

Like Two Sticks Rubbed TogetherWednesday, August 11, 2004 – Coinciding with last weekend’s Pan-Mass Challenge (PMC), a 192-mile bike ride for charity involving nearly 4,000 cyclists, the August 8th edition of the Boston Sunday Globe ran a timely, insightful article on the growing popularity of pledge-based fundraising events. Such sponsored “athons,” as the Globe referred to them, make up a “$1 billion industry,” according to the newspaper, and apparently the PMC people are the leaders of the pack.“No other athletic event raises or contributes more money to charity than the PMC,” proclaims the organization’s Web site. “Since 1980, thousands of PMC cyclists have raised more than $102 million for cancer research and treatment at Dana-Farber Cancer Institute through its Jimmy Fund.”Good for them. And good for those on the receiving…

03Aug 2004 by Bob Cargill No Comments

Fundraising

Two Ways to Raise a Dollar for the DNCTuesday, August 3, 2004 – I could have sworn I saw John Kerry wearing one of Lance Armstrong's yellow wristbands on one of his televised campaign stops just prior to touching down in Boston for the Democratic National Convention. Good for him. Not that he needs it, but such strength by association certainly can’t hurt.Coincidentally, like Lance, John also knows a thing or two – literally – about timing a direct mail drop. Because less than 48 hours after he accepted the nomination on the floor of the FleetCenter, my wife, Barbara, and I were on the receiving end of not one, but two direct mail appeals from this indefatigable presidential candidate for campaign contributions to the Democratic National Committee.One of these…

27Jul 2004 by Bob Cargill

Live Strong for Lance

Fundraising

Tuesday, July 27, 2004 – Lance Armstrong's resounding, record-setting sixth Tour de France victory a few days ago was yet another demonstration of this man’s fortitude and resolve. I mean, think about it. His exploits in the saddle are near miraculous, given the fact that just eight years ago, he was far from riding high, confronted by a formidable foe not even he could be expected to be ready for: cancer. But to say Lance has survived the disease would be an understatement. He has thrived since his diagnosis, both on and off his bike, establishing himself as one of the top cyclists in the world – ever – and speaking up on behalf of cancer prevention and survivorship as founder of the Lance Armstrong Foundation (LAF). Of course, if…