I thought that you might enjoy reading through some of the articles we've written over the years. Some of them are pretty recent, others were written several years ago. I like to think the messages of these articles are just as valuable as they were when I wrote them! But, I'll let you be the judge. Take a read through and let me know what you think.
Are you Just Hunting, Event Marketer
It’s not just a cliché, it is a new world. The problem is, if you listen to the language of marketing, it sounds a lot like the language of a hunt. It’s about capturing the audience, capturing “eyeballs.” Capture audiences everywhere and claim that as success. I know it’s not a pretty image, but I keep seeing the pictures that were used years ago to protest seal hunts—except that now the marketing community is holding the clubs and the consumers are the seals.
Download Are You Just Hunting.pdf
The Brand As Experience, Marketing at Retail
When you look at the profound changes occurring in both the retail and media spaces it's only logical to explore how they are going to impact each other. The first place to look is the technology that it is driving much of the change on both fronts. And the key to success in harnessing technology for marketing or sales is to realize that technology has to be focused on creating a better experience for the consumer, not for the retailer.
Audiences have come to expect dynamic environments in everything that they do. They watch content when they want to. They receive information when they want it. The have bought into just-in-time marketing. When they are bored with our content, they make their own. So as you look at the technologies on the retail horizon, think about how you could use them to create something more unique for the consumer. Dan Pink, writing for Yahoo Finance, recently had this to say:
"Today, utility is abundant. We have more products and services than we can handle, and most function just fine. To stand out in a crowded marketplace, sellers must make a dramatic leap in utility-or stand out in some other way. They can try to compete on price, but that usually ends in a downward death spiral. So the alternative is to compete not on left-brain attributes like price and functionality, but on right-brain qualities such as emotion, meaning, and look and feel. Case in point: Target sells toilet brushes and vegetable scrubbers designed by superstar architect Michael Graves. Even the most mundane, utilitarian objects in our lives have been turned into objects of desire."
Continue reading The Brand as Experience
The New Face of Retail, Marketing at Retail
In many retailers today you'll have a hard lime finding staff that can tell you where things are. But recently I've been visiting stores in our SoHo neighborhood where the employees can not only tell you where things are, but they can also tell you where they came from, how they were made, and anything else you could think to ask. Is this the new face of retail?
Download New Face of Retail.pdf
Are You Telling a Great Story, Entertainment Management
Last December I was asked to make a presentation at the Brand Masters conference in Ft. Lauderdale—my first workshop on brand storytelling. Faced with an audience that would rather be by the pool, I asked if we could move my session outside to the pool bar. No surprise—no resistance.
Now I just had to worry about enthralling them with a 60-minute session on storytelling and how it relates to such current buzzwords as branding, brand experiences, CRM and the like.
Well, close to two hours later, I was still engaged in a lively dialogue about the importance of storytelling in the business world. And no, we didn’t go almost double the allotted time because I’m long winded; I asked at the right time if we should stop and the audience said no. How many times have you seen that happen at a conference?
Download Are you Telling a Great Story.pdf
Guest Feature, Ideations
It seemed a simple enough announcement:
P-O-P Times sat down with Evan Anthony, Kroger’s corporate vice president of marketing and advertising, to discuss roll-out plans for an ambitious, integrated network that will turn the nation’s largest supermarket chain into a “media company.” (Emphasis mine)
To be fair to Kroger, they are not the only retailer thinking this way. Steve Heyer, formally CMO at Coke, has been saying that Starwood Hotels are a media channel as well. This seems to be pretty standard
thinking for retailers today—or anyone with a location that can now become a media dynasty!
Download ideations_dbp.pdf
Creating the Great, Good Places, Entertainment Management
As I write this, it’s been just three weeks since the tragic events here in New York. I have had a difficult time getting back into my normal swing of things. Thankfully I have not suffered any direct losses as a result of the World Trade Center attack, although I live in a place just outside of New York that lost many members of its community.
In the weeks after the attacks, I spoke to many colleagues in the entertainment marketing field who all asked the same question: How do we go back to our business in the face of such a tragedy? What we do seems so trivial in the face of such tragedy…so unimportant. I, too, asked the same questions and wondered how I would get back to "business as usual" after these events.
Download GreatGoodPlaces.PDF
