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Gianfagna Strategic Marketing / Posts tagged "Creative" (Page 3)

Association Membership Marketing: 12 Steps for Success

Member acquisition is a constant challenge and a top priority for most trade associations. Who do you target? How do you reach prospective members? And how do you convince them to join your organization? Here’s how the American Advertising Federation-Cleveland (AAF-CLE) developed a successful membership marketing strategy and campaign that exceeded its goals and laid the foundation for future member acquisition....

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Why “Football on Your Phone” is Funny – and Smart Marketing

"Football on Your Phone," the hilarious hip-hop spoof featuring the Manning brothers rapping for DirecTV, is a viral sensation. It’s also very smart marketing. Here’s why “Football on Your Phone” broke through in a crowded media marketplace and what makes this ad a smart marketing strategy....

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Creating a WordPress Website: 10 Tips & Tricks

re you creating a new website for your business? You may want to build it on WordPress. WordPress is a free blogging and content management system and a hugely popular website platform. More than 60 million sites are on WordPress, with 330 million visitors viewing 3.4 billion pages each month. We recently created WordPress sites for one of our clients and for our strategic marketing consulting firm in Cleveland. Here are some tips and tricks we learned about WordPress that could be helpful to your smart marketing strategy....

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How Trader Joe’s Creates Branding Magic with Facial Tissues

Trader Joe’s, the quirky grocer and wine merchant, is destination shopping for many consumers. There’s a Trader Joe’s near my home in Cleveland, Ohio and my friends often find a way to squeeze in a trip to Trader Joe’s when they visit. Why is Trader Joe’s so popular? Because it does two things exceptionally well: It sells high-quality food and wine at value prices and masterfully brands itself and its private label products. Here’s how Trader Joe’s turns an ordinary private label product – a box of facial tissues – into a...

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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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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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7 Tips for Creating a Powerful Tagline for Your Brand

A brand identity is an organization’s public face. The visual representation of a brand – the logo – is often paired with a short marketing tagline that positions and differentiates the brand in the marketplace. The tagline’s role in branding is straightforward: Communicate the company’s most important advantage, benefit, or point of distinction in a few compelling words. But it’s harder than it looks – and most marketers fail. In part two of this two-part post, here’s advice for creating a powerful positioning tagline for your brand in a smart marketing strategy. ...

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