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Channel strategy: What you need to know now

By on October 27, 2009 in roi responsible, strategically responsible

By Herman Kwik, Ph.D. When I work with entrepreneurs or inventors who are excited about their new products and eager to get busy “marketing,” I often have to urge caution – for two reasons: Because when they say “marketing” they really mean “selling,” and that’s a different operation altogether. Because entrepreneurs don’t always consider the [...]

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The 7 Keys to Responsible Marketing in 2 Minutes

By on October 21, 2009 in casting responsible, environmentally responsible, execution responsible, fun, message responsible, movies, roi responsible, socially responsible, strategically responsible, videos

Want to know what Responsible Marketing is about but don’t have the time to read our white paper on the topic? Well, here’s “The 7 Keys to Responsible Marketing in 2 Minutes,” featuring the characters you’ve grown to love (or hate) in our Responsible Marketing web shorts. View on YouTube There ya go—with a video [...]

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Will the economy kill creativity?

By on November 20, 2008 in branding, creativity, roi responsible, strategically responsible, videos

Breaking through the clutter amid consumer cynicism and information overload requires creativity. Creativity comes in all forms. It can be beautiful, disturbing, fascinating, shocking, heartwarming, awe-inspiring, scary, fun—you get the point. We all know that creativity isn’t always easy to sell. Sometimes it’s the budget. Other times it’s inertia. But whatever it is, experiencing something [...]

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Bumvertising: Welcome to the Hall of Shame

By on September 16, 2008 in casting responsible, environmentally responsible, ethics, execution responsible, hall of shame, message responsible, roi responsible, signage, socially responsible, strategically responsible, videos, viral marketing

Bumvertising is exactly what it sounds like: Advertising on the homeless. It started in 2005 when 22-year-old University of Washington grad Ben Rogovy was looking for a cheap way to promote another company he started. Here’s a quick overview: View this video on YouTube The Bumvertising debate has attracted local, national and even international media [...]

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Responsible Reading: Marketing Management

By on August 27, 2008 in books, execution responsible, roi responsible, strategically responsible

Seems every marketing book claims to offer the silver bullet—the marketing secret that guarantees incredible success. I’ve read 100′s of marketing books—including some great ones—but there are no shortcuts, folks. To be a Responsible Marketer, you need a strong grounding in the fundamentals. You won’t learn them in a three-day seminar, and probably don’t have [...]

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How Responsible Marketing builds trust

By on August 7, 2008 in casting responsible, environmentally responsible, execution responsible, message responsible, no trust, roi responsible, socially responsible, strategically responsible

Some people think trust is gained through integrity only. Not so, says Steven M.R. Covey in The Speed of Trust. Trust is equal parts character and competence. Here’s how character and competence are directly related to Responsible Marketing: It takes more than just doing marketing right. For long-term success, you really have to do the [...]

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Does marketing need a heart?

By on July 29, 2008 in casting responsible, creativity, execution responsible, message responsible, no trust, roi responsible, strategically responsible

There are seven keys to Responsible Marketing. Most would agree the first four keys are necessary just to do marketing right: Strategically responsible – to save time, money and improve focus Execution responsible – with best practices instead of best efforts Casting responsible – so your have the right people in the right roles, internally [...]

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I’ve got some Cheetos. Let’s go vandalize something!

By on May 29, 2008 in authenticity, execution responsible, roi responsible, socially responsible, strategically responsible, videos, viral marketing

Are you ready to join the Orange Underground? You know, a place where you can cause a little mischief (RAoC – Random Acts of Cheetos) then upload your videos to YouTube and become rich (in Cheetos) and famous (on Comedy Central)? Here are a few of the professionally produced ads from the Orange Underground campaign: [...]

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Beware of “no brainer” marketing tactics

By on May 20, 2008 in digital marketing, execution responsible, roi responsible

We all know it now: Digital marketing kicks butt. Organizations big and small should be investing in paid search, SEO and email marketing. In some categories the ROI makes putting most (if not all) of your marketing budget into digital marketing a no-brainer. Or is it? Care to guess how many people have never sent [...]

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The Seven Keys to Responsible Marketing

By on April 30, 2008 in about this blog, announcement, casting responsible, corporate responsibility, environmentally responsible, execution responsible, information overload, message responsible, podcast, roi responsible, socially responsible, strategically responsible

Each month, we share marketing articles, links and information with the Friends of Outsource Marketing. This month, we added “podcast” to that list. My partner Bill Boyd has done quite a few podcasts for clients, and decided it was time to do one for us. Click play below to listen: Can you help me answer [...]

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Personalization v. privacy: Online marketers get too close for comfort

By on March 10, 2008 in privacy, roi responsible, socially responsible

It’s a sticky subject and it’s not going away anytime soon. Some have called personalization the Holy Grail of marketing. If you can connect with people in a highly relevant and personalized way, you’ll dramatically improve your response rates and marketing ROI. What’s more, most people prefer personalized ads–ads delivered to their name, at the [...]

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The responsible way to develop your marketing budget

By on March 7, 2008 in roi responsible

In four conversations last week, I found myself talking about what to think about when developing a marketing budget. I’ve been asked dozens, if not hundreds, of times: “For my industry, what percentage of sales should we devote to our marketing budget?” I get it from my students. I get it from our clients. And [...]

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Southwest Airlines looking for luv in all the right places

By on February 14, 2008 in corporate responsibility, message responsible, roi responsible, socially responsible

You gotta love Southwest Airlines. Known as the “Luv Airline,” Southwest wears their heart on their sleeve, professing their affection for their employees, customers, planes and more on their blog. The blog includes a photo caption contest for Southwest employee dressed as cupid, a series of articles on the “next generation of customer service,” info [...]

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Powerful ideas trump big budgets

By on January 14, 2008 in creativity, roi responsible, videos

My partner, Bill Boyd, ABC, sent me this video along with the following message: You don’t need a big budget in order to reach a huge audience. Just a powerful idea and a compelling way of presenting it. I couldn’t agree more. This video regarding global warming was created by a science teacher in rural [...]

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Ad Age Trends for 2008: My take

By on December 27, 2007 in casting responsible, creativity, execution responsible, roi responsible, social networking, socially responsible, strategically responsible

Ad Age released their Trends to Watch in 2008 recently. Here’s a loose summary of the article with my comments in italics. MARKETERS HIT A ROUGH PATCH With growth slowing, fuel prices high and credit tight, marketers will struggle as consumers will reduce spending. This puts marketing responsibility at a premium. Now more than ever, [...]

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Preview the Responsible Marketing book

By on November 20, 2007 in books, casting responsible, environmentally responsible, execution responsible, information overload, message responsible, roi responsible, socially responsible, strategically responsible

Why is marketing ROI is an oxymoron for most companies? “Spend more, get less” just doesn’t pencil. There is a pathway to marketing that delivers results, but it might not be the path you’d expect. Here’s a link to a white paper-length preview of my upcoming book entitled, you guessed it, Responsible Marketing. In it, [...]

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