Ronald McDonald is totally transparent. “Hey, we have a clown! Oh, we have French Fries too!” Parents understand that and WE decide to take our children to McDonald’s.
But what about children’s marketing that does not wear giant red shoes? See image below. The very popular online game “Rune Scape” allows cash payment for their subscription fee in the mail.
Cash. In the mail.
There is only ONE reason for this. This allows people without credit cards – often called “children” - to subscribe WITHOUT parental approval or oversight. ( ...the $20 bill grandma gave them for their birthday… ) Accepting cash through the mail is a strategic marketing business decision that decisively lures children and bypasses parents .
My son filled this out this form back in March, addressed and put $11.25 ( yes, LOL, a quarter) in an a #10 envelope. He never mailed the envelope. Clearly, he was tempted, but he knew it was wrong. I am pleased he showed me yesterday.
Stock images are an affordable visual foundation for your messaging BUT you need your concept first… THEN go find and embellish the images that will fit your messaging.Fire your agency IMMEDIATLY if they do it the other way around.
Because of my Madison Ave. advertising background, I am a better corporate marketer: I instinctively gravitate toward the messaging execution of “how to tell the story” visually. This is especially important for products that are inherently visually dull… like most website based services.
It’s not coincidental that the exponential growth and subsequent acquisition by NASDAQ followed the decision the head of sales and I made: to create a “sales and marketing center.”
Physically, we took over an area that was originally a six person cubefarm…removed the inner walls, etc. Metaphysically, we removed all sales and marketing silos. Any and everything we presented to senior management, his sales team, my marketing team AND the client/prospect based was as a unified front. We created a nickname for our unison: Solidarity.
Sharing the same space on Friday’s had a benefit too. We would celebrate the week’s success.
You can make your PowerPoint slides and Word docs look a little less LIKE PowerPoint slides and Word docs by simply tightening up the kerning. You will be surprised at the sophistication this will bring and in many cases, ease reading flow.
Old school kerning? Go back time and use Lettraset sheets for your headlines.
Right click and select font and character spacing > condensed. This is 100% subjective.
This past weekend, the caterer I hired did not deliver what I contracted. We spoke at great length prior the event on the detail. But they failed on the delivery of the detail... they used the wrong type of bread did not have any silver dollar rolls.
This had no impact on my event. We're talking about rolls. But I did let them know I NOTICED the error but that all was fine THIS time. The reward for my patience is NEXT time I know they will treat me EXTRA special.
A BIG example > at the first tradeshow installation of my $150,000 booth, it was installed BACKWARDS on the floor. It did not "really" matter as my senior executives did not know and well designed island booth are "directionally agnostic." My calm reaction (non-freaking-out) made the firm a better carreer-long vendor.
If your tone and voice is fair, even a eBook filled with just your clients can be an educational, unbiased industry paper. I first published this in 2003 - our industry's trade org requested copies for their members.
Originally a hardcopy bound book, there are tens of thousands in print since its launch. Although very expensive to have printed, the hardcopy versions delivered a very "tangible" presence for our brand, essential for a small company.