Advertising Archives - Page 10 of 12

16Jan 2006 by Bob Cargill

The Ding Heard ‘Round the Marketing World

Advertising, Branding, Direct Marketing, Marketing

It’s not the first branded desktop application to be used for marketing purposes, but it has certainly struck a chord with consumers and marketers alike. DING, a simple, little desktop application used by Southwest Airlines to stimulate more ticket sales, has worked so well for the Dallas-based company that it’s only a matter of time before others follow suit – if they haven’t already – and launch similar initiatives of their own. In an article in DM News on December 5, 2005, Christine Blank wrote, “Online research firm Compete Inc., Boston, found that DING users are 45 percent more likely to book tickets through Southwest than the average visitor to Southwest.com. Sales driven through the services are estimated at $60 million a year.” “More than 900,000 consumers have downloaded the…

09Jan 2006 by Bob Cargill

“Reverse Hunger Strike” Undertaken by Publicity-Starved Ad Exec

Advertising, Direct Marketing, Marketing, Public Relations

Robert Rosenthal, an award-winning advertising executive, and founder of the direct marketing agency Mothers of Invention (formerly known as Passaic Parc), is undertaking a reverse hunger strike to call attention to serious problems that exist in the advertising industry - problems with significant economic impact. "Every day, people in this business encounter a lack of respect, a lack of understanding of the value of what we do, and a stunning lack of loyalty. Hopefully, my reverse hunger strike will get people talking about these problems and improve working conditions. When that happens, we all win," says Rosenthal. Rosenthal, a Sudbury neighbor of mine and fellow member of the New England Direct Marketing Association, is going on this rather unusual strike in conjunction with the launch of his agency's new moniker,…

16Dec 2005 by Bob Cargill

I Believe in “Life After the 30-Second Spot”

Advertising, Branding, Direct Marketing, Marketing

I haven’t finished reading it yet, but I’m enjoying Joseph Jaffe’s “Life After the 30-Second Spot” so much that I can’t wait any longer to post about it. After all, I don’t have to read every single page to know I’m reading one of the year’s most important books on advertising and marketing. It’s that good. I may not be able to contain myself about this book, but my giddiness is nothing compared to the author’s, who said last month in his blog, Jaffe Juice, that he would issue free copies of it to any “business/marketing/advertising-related blogger” who would agree to review it, in a bold, enthusiastic attempt to prove “that new marketing works” and “that the blogosphere is profoundly good, powerful, effective and constructive.” Joe believes that alternative media…

28Nov 2005 by Bob Cargill

Labels — They’re Not Just for Nonprofits Anymore

Advertising, Direct Marketing, Fundraising, Marketing

Direct mail marketers rely on a host of techniques to get people to open, read and respond to their communications, but perhaps no other as obvious – and effective – as the practice of giving away something for nothing. Indeed, whether it’s actually included in the mail piece or promised on the back end, a so-called premium – such as a free decal or t-shirt – more often than not improves response and pays for itself. This is no secret to direct response fundraisers, of course. In fact, most studies suggest that more than half of all direct mail solicitations sent by nonprofit organizations make use of premiums in some way, shape or form. A premium helps an organization command the attention of constituents who might otherwise not give it…

10Nov 2005 by Bob Cargill

Grey Direct’s Lawrence Kimmel Rallies Direct Marketers

Advertising, Direct Marketing, Marketing

Kudos to Lawrence M. Kimmel, chairman and CEO of Grey Direct, for speaking his mind and rallying the direct marketing troops to stand up and be counted – post haste. “I’m frustrated,” writes Kimmel in the November 7 edition of DM News. “As direct marketers, this is our moment to shine. The world of advertising is in radical transformation. The pillars of the ad business -- 30-second commercials, radio advertising, magazines, newspapers and even direct mail -- are losing their effectiveness. Viewership, readership and response rates are declining while costs continue to rise. Consumers are rejecting conventional intrusion advertising en mass and gravitating to inclusion advertising: keyword search, e-mail marketing, targeted online communications. Marketers are demanding greater accountability and better ROI.” “Yet it doesn't seem as if direct marketers are…

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…

28Apr 2005 by Bob Cargill No Comments

Premiums as Good as Money in the Bank

Advertising, Direct Marketing

Experienced direct marketers know that an effective way to optimize their offers is to give away premiums as incentives to buy. Subscribe to this or that magazine and take delivery of a calculator or compact disc, compliments of the publisher. Give to such and such nonprofit organization and receive a free umbrella or tote bag. Buy something from us and we’ll give something to you. It’s only human nature, after all. People are more inclined to try something new if you can dangle an attractive, appetizing come-on as a reward for their business. You have to think quid pro quo. Which is precisely what banks in the Boston area are doing a lot of lately, according to an article appearing in today’s business section of The Boston Globe.“Banks have been…