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…
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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…
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21Apr 2005 by Bob Cargill

26 Tales of Triumph, One Winning Campaign

Advertising, Boston Marathon, Cause-Related Marketing, Public Relations
Some 20,000 people ran the Boston Marathon just a few days ago (I was one of them, plodding my way along the legendary, 26.2 mile course – all the way from Hopkinton to Boston – in a painful, interminable 4:24:51), but only 26 of them had been selected to tell their stories prior to the mother of all road races and heralded as one of the Saucony 26. For the chosen few, it must have been a tremendous honor to be able to personify the marathon as such pillars of inspiration. From a marketing standpoint, of course, putting a warm, identifiable face on the company and its products was a brilliant way for Saucony to connect with its constituency. “While each person will have a very real and very intense…
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31Mar 2005 by Bob Cargill

A Smorgasbord of Boston Restaurant Ads

Advertising
Before I got married, like most 20- and 30-somethings, I did my fair share of wining and dining and painting the town red. It was fun while it lasted.Today, with a home in the suburbs and four children under the roof, my wife and I are certifiably too encumbered to get into Boston for dinner, drinks and dancing. It’s just not our time to party. Sure, we still enjoy the night life and we’re certainly not housebound, but it’s a lot easier for us – and frankly, more affordable – to eat out nearby instead of venturing into town.Every once in a while, though, I’ll open up one of those roadside newspaper boxes and pick up a free copy of The Improper Bostonian, where we’ll read all about how –…
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18Mar 2005 by Bob Cargill No Comments

Humor in Advertising: Two Funny Case Studies

Advertising, Copywriting
People "do stupid things" and "don't always use common sense," according to two different ads – for Vonage and UnitedHealthcare respectively – that appeared in the latest edition (March 11-13, 2005) of USA WEEKEND, the Sunday newspaper magazine supplement.If I hadn’t laughed out loud when I first saw these ads, I might have been insulted.Coincidentally, both ads use similar headlines and are able to get away with poking fun at their audience by breaking one of the cardinal rules of copywriting: Anyone who writes headlines in advertising knows to address customers and prospects in the second person, “you.” It’s one of the easiest ways to command the immediate attention of your readership.But in these two instances, the headlines were purposely impersonalized by using the indefinite pronoun, “people,” as the subject,…
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10Mar 2005 by Bob Cargill No Comments

The Celtics Are Winning on the Court — and in the Marketing Arena as Well

Advertising, Fundraising, Public Relations
Believe it or not, the Boston Celtics are looking more and more like a team that will not only make the NBA playoffs this year, but one that could legitimately contend for the Eastern Conference championship.Of course, much of such new found optimism is a credit to three-time All-Star Antoine Walker, who recently returned to the team with which he played his first seven seasons in the league. In a handful of games with the Celtics since he was acquired from the Atlanta Hawks just a couple of weeks ago, Antoine is playing like the rejuvenated veteran he is, and his teammates seem to have stepped up their game as a result.Those who follow the Celtics have also responded enthusiastically in kind, packing the FleetCenter – on July 1, to…
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02Mar 2005 by Bob Cargill 1 Comment

A Blog Would Probably Work Wonders for JWT

Advertising, Blogging
Kudos to JWT for re-launching itself just a couple of days ago as a "billion-dollar startup” – it won’t happen overnight, but you can count on a powerful and positive ripple effect throughout the advertising industry.This was no cheesy publicity stunt, after all. This was the largest advertising agency in the United States proudly – and loudly – formalizing its belief that “time is the new currency of savvy consumers who know what they want and refuse to waste their time on choices that don’t meet their needs.”This was a watershed moment not just for JWT, but for anyone else who makes a living in advertising, direct marketing, public relations, fundraising and, yes, even in the blogosphere.What this legendary, 140-year-old agency is acknowledging – and responding to – is a…
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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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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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