Advertising Archives - Bob Cargill

24Apr 2024 by Bob Cargill No Comments

WHOOP, There It Is

Make people aware of what you have to offer. That's of the utmost importance in advertising. If nobody knows about you, nobody is going to do business with you. You have to call attention to yourself. You have to build an audience for your products and services. You have to get the word out. Your brand name can help do that alone. WHOOP, "the human performance company," certainly stands out. To say it's a catchy name for a company would be an understatement. Locational excellence can be a competitive advantage in business as well. WHOOP's 121,000 square-foot office space in Boston's Kenmore Square is certainly conspicuous in its presence, especially with the huge sign on top of it and the spectacular promotional banner I saw across the front of the…

13Jan 2023 by Bob Cargill

Social Media, Samuel Adams and More

Advertising, Marketing, Podcast, Social Media

In this episode of my podcast, which celebrates its five-year anniversary next month, I talk about a number of topics. I start off by talking about how I'll be running the Boston Marathon again this year, the 15th time I have run this historic race for a charitable cause. I then share my feelings about how much I love teaching, something I've been doing a lot of at this new stage in my career, and being involved as a member of the leadership team - as president - of the American Marketing Association's Boston chapter. I talk about my new book, Twenty Jobs, Twenty Lessons - a Long, Strange Career in Marketing, from Junk Mail to Social Media. I go on about the importance of knowing how to use social…

13Aug 2022 by Bob Cargill

Attracting the Attention of your Audience

Advertising, Branding, Business, Marketing

If you don't attract the attention of your audience in advertising and marketing, you won't have any customers and clients. It's that simple. And in this day and age, it's more difficult than ever to stand out among the competition and clutter, to get people to notice what you have to offer them. However, I couldn't help but notice a truck recently that was conspicuously parked in the huge, empty parking lot along Sudbury Street outside of Mill & Main, the old, historic mill complex in Maynard. Bull Spit. That was the name on the truck. Bull Spit. Catchy name for a business. Right? Attention-getting to say the least. Both the double entendre of the name of this brewing company and the fact that this truck was so strategically parked…

14Mar 2021 by Bob Cargill

Marketing During the Pandemic and Beyond with Helen Pinchanski

Advertising, Branding, Business, Marketing, Social Media

In this episode of my podcast, I talk to Strategy Consultant, Purpose Marketing Strategist and Digital and Customer Experience Advisor, Helen Pinchanski, about marketing and social media during the pandemic and beyond. Helen is a fellow member of the board of directors of AMA Boston, a marketing industry colleague and a good friend. She is a wealth of knowledge when it comes to her areas of expertise and a great conversationalist, as you will hear. Watch. Listen. Enjoy.

24Jan 2021 by Bob Cargill

Boston-Area Agencies on Twitter

Advertising, Boston, Marketing, Public Relations, Social Media

Hey, Boston-area agencies involved in marketing, advertising, PR and social media. I see you. I see which ones of you are on Twitter and I’ve added you to my list there. I read the content you share there and take notice of how often you post. I like a lot of your tweets and even retweet some of them. I may not have found all of you on Twitter yet, but I’m constantly on the lookout. I invite you and anybody else who’s interested to take a look at this list I’ve put together of agencies in the Boston area. Use it to learn more about who you may want to partner with or hire. Use it to you learn more the industry in which you earn your livelihood. Use…

08Oct 2020 by Bob Cargill

A Great Ad for a Great Cause

Advertising, Communications, Fundraising, Marketing, Restaurants

It’s a great ad for a great cause. But it’s much more than just an ad. It’s a fundraising campaign for small businesses and nonprofit organizations. It’s about the closing of Coogan's Restaurant in the Washington Heights neighborhood of New York City after some 35 years in business. Facebook put this ad together, pledging to match up to $100,000 of the funds raised as a result of this campaign. What particularly stands out to me about this spot is the riveting version of Gloria Gaynor's classic, mega-hit song, “I Will Survive,” sung by Swedish artist, Lykee Li, that accompanies it. See – and listen – for yourself here.

18Apr 2020 by Bob Cargill

This Is the Time to Show the Human Side of Your Brand

Advertising, Branding, Leadership, Marketing, Social Media

In these uncertain times, countless brands are adjusting their advertising and marketing messages. What about you? This is not the time to think you can just set it and forget it when it comes to communicating with your customers and constituents, especially on social media. This is not the time for your canned sales pitches. This is the time to reach out to your audience and ask how you can help them. During this pandemic, your business may still be in operation, but your focus should not just be on your bottom line, it should be on doing what you can for the greater good. This is the time to show the human side of your brand. This is the time to speak honestly about how the health crisis is…

27Mar 2020 by Bob Cargill

Staying in Touch With Your Audience During the Coronavirus Crisis

Advertising, Branding, Business, Leadership, Marketing, Social Media

Al Roker is delivering his morning weather forecasts for NBC’s TODAY show from his kitchen. Late-night talk show hosts like Jimmy Fallon and Jimmy Kimmel are presenting new DIY incarnations of their shows from home, too. Popular musicians and celebrities of all kinds are live-streaming on Instagram, Facebook and almost everywhere else on social media, performing hit songs and connecting with fans. They are doing whatever it takes to keep the show going on, making a huge positive impression on viewers and listeners during these difficult days. Brands and businesses can be doing the same thing, too. In fact, some of your most meaningful communications could be taking place during these tough times. Your customers and prospects will appreciate hearing from you. But they don’t want marketing and sales pitches,…

13Mar 2020 by Bob Cargill

How Marketers Can Respond to the Coronavirus Outbreak

Advertising, Branding, Business, Leadership, Marketing

Amid the rapidly worsening coronavirus outbreak, marketers, advertisers, brands and businesses might need to adjust, if not pause their messages to consumers. It is important to be sensitive to the seriousness of this situation. The economy may be threatened, but lives are at stake. Take a look at any of your existing marketing campaigns and make sure to bring them up-to-date. Authenticity is always a priority in marketing, but now more than ever, what you say to your audience is a representation of how you feel as a brand. Business must go on, but think how you might be able to do things in a better way. Think like CVS Health. They announced today that they will deliver prescribed medications to customers for free. That's a win-win situation if ever…