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Responsible or not? Club Libby Lu

By on October 21, 2008 in marketing to kids, responsible or not?, socially responsible, strategically responsible

My daughter turned four in August, but she’s already becoming aware of fashion and brands. She’s visited Club Libby Lu once or twice for lip gloss (more like lip balm). While there, she’s seen the five and six year old girls at princess parties, getting makeovers and their hair done. For the uninitiated, Club Libby [...]

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Ford innovation differentiates

By on October 20, 2008 in innovation, strategically responsible

When it’s time to buy a car, you have plenty of choices. But if you have a teen driver in the house and have the Benjamins to buy them a new car, you’ll have to put a 2009 Ford on your shortlist. Here’s why: Ford Motor Company is introducing MyKey™, a standard new technology designed [...]

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Personnel Concepts’ marketing:
Out of compliance?

By on October 8, 2008 in deceptive marketing, ethics, responsible or not?, strategically responsible

I don’t like receiving upsetting letters. Nobody does. But here’s an envelope I received in the mail yesterday: +enlarge Why would I receive a letter from The Compliance Service Department at PCI marked “Important – Open Immediately?” I didn’t know who PCI was, but I was afraid it may have something to do with our [...]

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Fail to plan? Plan to fail.

By on October 7, 2008 in positioning, research, strategically responsible

Since 1997 we’ve met with a lot of startups. Some become clients. Some don’t. Sometimes, it’s because we aren’t the right fit for them, or vice-versa. With startups we always want to learn if they are interested in Responsible Marketing or Drive-by Marketing as quickly as possible. In 2005, I met with a startup that [...]

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A tribute to Paul Newman

By on September 29, 2008 in charitable giving, strategically responsible, tribute, videos

Watch this video on YouTube Paul L. Newman 1925 – 2008 What an amazing legacy. Subscribe to this feed. . . . Thanks to Kathy Gill for the link to the Vanity Fair article via Twitter.

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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 or not? Ringling Brothers Circus

By on September 8, 2008 in environmentally responsible, message responsible, responsible or not?, socially responsible, strategically responsible, videos

I was surprised how excited I was to take my kids to “The Greatest Show on Earth,” on Saturday. The last time I’d been to The Ringling Bros. and Barnum & Bailey Circus was at least 30 years ago, and I knew my four and five year old kids would be captivated by the show. [...]

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Advertising and PR work better together

By on September 5, 2008 in casting responsible, strategically responsible

I’ve often found myself explaining the difference between Advertising and Public Relations—primarily, what to use and when. I also find myself defending Advertising far too often. It’s an easy target, and its benefits are deeply misunderstood and under appreciated. I’ve had a small tome on this subject cooking for the book and was going to [...]

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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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Why you need a Marketing Integrator

By on August 22, 2008 in execution responsible, strategically responsible

You can probably tell I’m a fan of Integrated Marketing Communications, so maybe it’s no surprise that one of our central positions at Outsource Marketing is called a “Marketing Integrator.” Our goal is to deliver strategic, seamless and sustainable marketing, and our Marketing Integrators are are a big part of the way we make “strategic” [...]

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IMC: It’s not what you think it is

By on August 20, 2008 in execution responsible, strategically responsible

Next time you are talking to someone that “knows” marketing, ask them what IMC is. If they know the acronym stands for “Integrated Marketing Communications,” they get a star. If they tell you, “IMC is when all your marketing communications are working together—your printed materials, your website, your advertising, direct marketing, new media and your [...]

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Responsible or not? Visa’s Olympic sponsorship

By on August 19, 2008 in responsible or not?, strategically responsible, videos

If you watched the Olympics, you’ve seen Visa’s pervasive Go World ads. Morgan Freeman‘s distinctive voice always grabs me, but the relevance and timeliness of the ads have kept my attention. Here’s the ad Visa ran immediately after Michael Phelps won his unprecedented 8th Gold Medal. View this video on YouTube. Impressive. Each Visa ad [...]

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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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A word of mouth campaign worth talking about

By on August 5, 2008 in creativity, strategically responsible, videos, word of mouth

When you plan your marketing, you need to know where customers and prospects go for their information and how they make their buying decisions—so you ask them. If you learn word of mouth is the primary way your customers learn about you, the responsible response is to build word of mouth strategies into your marketing [...]

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Is CUIL the worst launch ever?

By on July 30, 2008 in launch, positioning, strategically responsible, usability

Even though it just launched yesterday, by now you’ve probably heard of CUIL: the new search engine developed by former Googlers claiming it’s the largest, most-efficient search engine on the Internet. Results are grouped by content and instead of a single link and a snippet, longer text is offered, often along with images—a nice usability [...]

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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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Big ideas, tiny budgets

By on July 10, 2008 in cause marketing, creativity, execution responsible, strategically responsible, videos

Breakthrough creative agitates. It makes people uneasy, or angry. It might make you laugh or cry. And it always makes people feel—or think. Or both. But breakthrough creative doesn’t happen often enough. The excuse I’ve heard most often is “We don’t have the budget.” Well, some of the best marketing you’ll find doesn’t necessarily come [...]

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Yanks Thump Sox (and why casting matters)

By on July 7, 2008 in broken marketing, casting responsible, strategically responsible

Prime rate to remain stable, Bernanke says By Gene Weingarten The Washington Post Sunday, June 22, 2008; Page W32 If you are like I, you are pretty sick of reading articles about how the financially-troubled newspaper industry is making desperation budget cutting moves: Downsizing its products, laying off staff, buying prostitutes for advertisers, and so [...]

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Taglines to live by: Can you guess who is who?

By on July 2, 2008 in broken marketing, information overload, no trust, strategically responsible

Here’s a pop quiz my partner Dan Murphy gave our team at yesterday’s weekly Huddle. | View | Upload your own How did you do? Us either. Here are Dan’s thoughts on the test, and why we all did so poorly: What I found intriguing was that so many of these Fortune 500 companies—presumably with [...]

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