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Advertising Tag

Gianfagna Strategic Marketing / Posts tagged "Advertising" (Page 4)

When Does “Edgy” Marketing Go Over the Edge?

Have you seen the new “Ship My Pants?” ad campaign from Kmart? The TV spot is a viral sensation with nearly 16 million YouTube views. It’s been featured on CNN and The Today Show and it’s everywhere on social media. But just imagine the discussion that took place at Kmart when the company’s ad agency, Draftfcb Chicago, proposed an idea that sounds a lot like what happens when you don’t have time to make it to the bathroom. When is “edgy” marketing over the edge? Would you have said yes to “ship my...

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A Peek Inside the C-Suite: CMOs Re-define Marketing’s Role

Chief marketing officers at top companies are using customer insights and passion to build brand equity and increase the strategic value of marketing within their companies, according to new research by Dr. Rachel Talton, an award-winning marketing and branding consultant, researcher, and author in Cleveland, Ohio. Here’s what Talton has learned about today’s CMOs and some tips for how marketing agencies can help clients create smarter marketing strategies....

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Should You Hire that Marketing Agency? 7 Questions to Ask

Choosing a marketing agency to help you develop and execute a smart marketing strategy is a critical decision for your business. But how do you know if a new agency is right for you? And how can you avoid making a mistake? Here’s some advice for advertisers about evaluating agencies, from my experience on the agency side and as a former client....

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More than Swag: Why Branded Premiums are Smart Marketing

Branded premiums and promotional products can be an extremely effective tactic in a smart marketing strategy, especially for business-to-business (B2B) marketers. Here’s why you should be using branded premiums and seven tips for selecting a premium for your business....

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Marketers, Please Stop! 6 Creative Themes to Banish Forever

It was the Honda Presidents' Day Sale TV spot that finally put me over the edge: Yet another marketing campaign with an overused creative concept that makes consumers roll their eyes and wonder what marketers and their agencies are smoking. Why do so many marketers continue to develop ad campaigns that have no originality or insult the audience? Can’t we agree as agencies and marketers to stop the madness? As a marketing consultant, I’m sure I speak for millions when I say I’ve had enough. Here are six marketing approaches I’ve seen...

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Branding Strategy: The Power of a Positioning Tagline

Which candy “Melts in Your Mouth, Not in Your Hand"? Which car is “the Ultimate Driving Machine”? Which auto insurance company puts you "in good hands"? If you're an American consumer, you know the answers to these questions without even having to think, because smart marketers like Mars, BMW, and Allstate have created unforgettable positioning taglines that have become powerful components of their brands. What is a positioning tagline? Does your brand need one? And how do you create a great one? In part one of a two-part post, I explain why...

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Is That Super Bowl Ad Effective Marketing? 7 Ways to Judge

An estimated 111 million people will be watching this year’s Super Bowl and a recent survey showed that many American adults prefer watching commercials to watching the game. That’s why marketers are willing to spend an average of $3.8 million for a 30-second spot. When you have an audience that big and that eager to hear your message, your ad had better be great. But how do you know if an ad campaign or creative concept will be a winner -- or be worthy of such a huge marketing investment? What makes...

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How to Develop a Marketing Plan: 10 Essential Steps

One of the biggest mistakes marketers make is focusing on the tactics of marketing – the new website, direct mail campaign, or Facebook promotion – without first developing a marketing plan. Though a comprehensive marketing strategy for a large company can be a big undertaking, nearly every marketing plan involves these 10 essential steps....

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5 Reasons Your New Marketing Campaign May be Doomed to Fail

A brilliant creative concept is often at the heart of a great marketing campaign. But sometimes the creative goes too far -- and what seems like a breakthrough idea at the concept stage results in marketing that misses the target and confuses the audience. Here are five signs a new marketing campaign is a little too creative to succeed and some tips for avoiding these mistakes in your smart marketing strategy....

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