Monday, February 18, 2008


Well, today we want to talk about something very simple - having purpose. It is the title of the blog, so we might want to address it.

The concept is simple - market with a purpose.

The one question you may ask is "What do you define as a 'purpose'?" Great question - your purpose is the underlying point you want to convey to your audience. Before you put pen to paper to ink a logo, mouse to mouse pad to design a single material, or say 'action' on your commercial, ask yourself what EXACTLY are you trying to say? What word, feeling, term, characteristic, trait, etc. is ABSOLUTELY ESSENTIAL for you to explain about your company to your market? Once you define what that purpose is - every single action from there on out MUST fit within that purpose.

Marketing with a purpose serves three ultimate goals:

1) This gives you definitive end to strive for. You will never know how far you have come if you never determine where you are trying to be - and articulating your purpose for your marketing will serve as the most basic, foundational metric for measuring your success or failure.

2) It helps you know when you have done good enough. If you define what your purpose is, you will know when your efforts are of a high enough quality because they will perfectly convey what you originally defined in your purpose. If your materials do not permeate with EXACTLY what you stipulate in your purpose - they are not good enough and need to be be better.

3) It is a guideline for ALL marketing decisions. A certain promotion, advertisement, logo, or marketing initiative will either fit into your purpose, or it will not. If it does not, it does not ever see the light of day.

Your purpose is your blueprint. No building is constructed without a drawing, no game won without a strategy, no life successful without meaning - as no marketing plan can be successful without a purpose.

Keep practicing.

Monday, February 4, 2008

So, pretty much EVERYONE watched the Giants upset the Pats in Super Bowl XLII on Sunday in Arizona.

To be honest, we were a little upset the Pats lost. We are huge football fans - and we even tend to enjoy watching the Giants play. So, it's not like we were cheering against them, but we history is history and we would have enjoyed watching an undefeated season be written in stone. But, that's why they play the games. Anyway, we are certain you are not reading this for a sports writers analysis of the game - and if you want one there are probably 8,387,907 all over the internet.

Nope - we are here to discuss the Super Bowl ads. Not so much the ads themselves - but more importantly - what it means TO advertise in the Super Bowl. It is a remarkable thing that Super Bowl commercials have seemingly taken on a life of their own. To many, the ads are as exciting - if not more so - than the game itself.

We believe that Super Bowl commercials are the ultimate example of 'Status Marketing'. It is an exorbitant marketing effort that not only conveys your brand to a market - but does so in such a way that consumers view your brand as being at a level above the competition. Yet, this 'level' is not based on product quality, or user-friendliness, or customer service - it is based on being one of - or the only - brand in your industry who participates in such events. Bud and Bud Light continuously produce Super Bowl commercials - when no other beer does. That will make them seem elite in the eyes of a consumer because Super Bowl commercials are so expensive and are reserved for only the highest bidders.

What is more are events that promote Status Marketing. For instance, Playboy continuously hosts the best Super Bowl party year-in and year-out. They spare no expense, leave no detail unturned and the biggest celebrities flock to the evening - leaving countless men around the world wishing they could get a ticket in. This has nothing directly to do with selling magazines, but the image of the Playboy brand is one of elite status. Seemingly, Playboy does not just offer you a magazine to read - it offers you a lifestyle of bachelor existence that necessitates enjoying the finest things the world offers.

True, Status Marketing is somewhat reserved for those already swimming in riches - as it requires resources to promote this type of brand. Yet, this is a form of marketing that ingrains the importance of a brand into the consumers heads - without them even knowing it. When customers positively view your product as one that is elite - based on criteria definitively NOT related to characteristics of the product itself - you have achieved a very high level of Status Marketing. may have just enjoyed a very good party.

Until next week...keep practicing.