Tuesday, April 29, 2008

G'day Marketing Savants,

Today's lesson is simple:

If a marketing practice for your organization is working - why change it?!

In our line of work, people often think that offering a new marketing strategy means having to do something completely new and off-the-wall, without analyzing if there is value to what is currently being done.

A perfect example of this is the video below. In the top frame is the trailer for the original 'Batman' movie and the bottom frame is the trailer for the new 'Dark Knight' film due out this summer:

As you can see - almost shot-for-shot - the two mimic one another. This is not coincidence - what has worked in the past still works now, just with updated content. That sequence or strategy of presenting images and telling the short story of the movie is what is MOST effective when drawing an audience.

So, although the content has changed, the plan has not - and the impact will be that of effective conveying of the story being told.

Thanks for stopping by.

Keep practicing.

Wednesday, April 16, 2008

What is the good word, CCI fans?

Today's lesson is simple - it's the competitive elephant.

We all have competition. It's a fact of business life. Our clients have competitors, their clients have competitors - competition is the essence of economics.

Yet, from a marketing perspective - you do not have to walk around the elephant in the room. Often times clever marketing actually includes the use of a firm's competitors in their own marketing. This can accomplish two things: It helps you stand out as the best of the best in the industry as it seems as if there are really ONLY a few competitors, thus generating elite brand value among customers. It also helps you or your clients say what you want to say, without having to implicitly mention your competitors - this is as explicit as it comes.

Here are two great examples:

The first is done by Pepsi:

And, of course, the popular 'Mac and PC' commercials:

Do not be afraid to talk about/show/market that competitive elephant - there is brand value to be had by doing so.

Until next week...keep practicing.


Monday, April 7, 2008

Greetings CCI'zers,

Hopefully this blog finds you well-rested after a good weekend and ready to attack the week with undaunted enthusiasm.

Wow, how's that for ultra-positive?!

This week, we are going to discuss as simple means of marketing - digital video.

We live and operate in a YouTube generation and utilizing that medium for yourself and your clients is a resource that is invaluable. Millions of people peruse YouTube every hour of every day - so why would you not take advantage of that?!

Things such as creating a profile, or your own channel, and developing simple, yet creative videos, will give your organization or the business who depend on your intellect to reach an audience they otherwise would not have access to.

What is more, is that digital video creation can be beneficial on your own website. By developing a short introductory video and embedding it on your site, you give your web users a graphical representation of you and your firm - which is more than a text/image based impression.

The YouTube video player has, in itself, become such a recognized brand, that is almost portrays a sense of technical know-how and understanding for anyone who has that content on their site. So, in addition to the message you can convey with the video content, simply embedding a YouTube video in your own site lends credibility and digital respect among potential clients.

Hey, it's simple - but it works.

Keep reading...and practicing.