A New Marketing Commentator » Miscellaneous

Memories of Our Good Dog

Bob Cargill — Tue, 20 Dec 2011 00:12:05 +0000

I’ll never forget the day you fell asleep for the last time, surrounded by the four people you had lived with for almost eight years and who had loved you like there was no tomorrow. Saying goodbye to you like that was the last thing our family wanted for you, but it was the right thing under the circumstances, the only way to ensure that you wouldn’t suffer unnecessarily.

You came into our lives a small, innocent puppy full of unconditional affection for your proud, new owners. We couldn’t have been happier to welcome you into our world.

From the beginning to the end, you were our good dog and loyal partner, our little mutt and faithful mate. You were everything we could ask for in a canine companion.

You would never bite anyone, but we still felt safer with you in the house. You may have cowered in the shower stall at the sound of thunder or even just a few scattered raindrops, but you’d bark like a trained watch dog if a stranger was near.

What really got you worked up for some reason was just the sight of any white truck coming down the street or the dogs that accompanied the man in the wheelchair on his daily rounds of the neighborhood. But everyone knew you were as gentle as they come, a sweet, mild-mannered dog just looking for a pat on the back and a little attention.

Our big yard with the chain-link fence around it was the perfect playground for you. It was your land to roam. You had your favorite spots to sit and relax, especially under the sun, but like a sentry on call, you also liked to patrol the grounds as if it were your sole responsibility to keep any unknown visitors at bay.

Watching you on one of your stalking missions was amusing to say the least. I never worried about the squirrel or bird in your sights. They’d always get away. Your whole body would tighten up in anticipation as you tip-toed ever so gracefully toward your potential prey. You’d eventually make a futile, mad dash in the direction of the little creature, but always a few seconds after he had fled to safety, like he was just toying with you the whole time. You couldn’t hurt a thing.

In the house, you were a quiet girl, never asking much of us at all. Sleeping was your favorite pastime. From your metal crate in the kitchen to your blanket on the living room floor, the rug in the hallway or the one in front of the TV, you certainly didn’t lack for cozy spots to situate yourself. But you were most fond of the couch in the front sun room, which all but had your name on it. This is where you’d take your long dog naps during the day, when all four of us were gone. This is where you’d sit up on your hind legs and stare out the window for hours, taking in the view from the comfort of your own throne.

When you were especially excited, we knew it. Like all dogs do, you’d wag your tail or chew on your bone, but sometimes you’d even utter a long, friendly growl as if you were trying to talk. Then you might lean yourself against one of us or paw at our ankles. You just wanted to be part of the family.

And you were part of the family, such a big part that we now feel broken-hearted and lost without our four-legged friend who we thought would live forever.

Even if we’d been gone for just a few hours, you’d greet us at the door when we returned like we hadn’t seen each other in days. And every night like clockwork, you’d make the long, steep climb upstairs to sleep on the same floor of the house as us. You were as comfortable in our company as we were in yours. You were the dog of our dreams.

Of course, the sadness we felt in the end, when your hind legs were buckling and it was a big struggle for you to walk, won’t be easy for us to shake. The grief still overwhelms me. But we’ll always remember the joy you brought into our lives. We’ll always have the memories of our good dog, Britney.

Bob Cargill lives with his wife, Barbara, and sons, Scott and Ben, in Sudbury. The family is deeply grateful to the Sudbury Animal Hospital for their kind, attentive and exceptional care of their good dog, Britney, during her many visits there during the course of her life.

Note: Bob Cargill’s “Memories of Our Good Dog” was initially published in the print edition of the Sudbury Town Crier on Thursday, December 15, 2011. To read the article in the online edition of the Sudbury Town Crier, click here.

The Importance of Character in Social Media

Bob Cargill — Mon, 28 Dec 2009 17:06:08 +0000

By now, most people involved in marketing, advertising and PR have put aside any skepticism they may have had about social media and are using such online communications vehicles as blogs, Twitter, Facebook and YouTube to reach out to and engage with others.

They’re finally realizing that – as I’ve said before here on this blog – the guaranteed efficacy of a one-way, top-down, interruptive monologue by businesses and bureaucrats is history. And that the era of inclusive, open-ended dialogue between company and constituency is upon us.

Yes, social media appears to be on the verge of going mainstream in more ways than one.

However, what’s still a big challenge for many of those using social media for business is using it correctly, adhering to the unique set of principles that differentiates this discipline from more traditional forms of communications.

For social media to work well, the social media makers themselves need to be transparent and authentic, responsive and generous, credible, conversational and considerate.

Ideally, social media makers need to embrace “the six pillars of character” – trustworthiness, respect, responsibility, fairness, caring and citizenship – that are so familiar to so many people of all ages and from all walks of life thanks to Michael Josephson and his book, “Making Ethical Decisions.”

Just how important is character in social media today? Very important, in my opinion. Here are my thoughts about “the six pillars of character” and how each of them pertains to the different ways we carry ourselves in this newfangled world of social media communications…

1. Trusthworthiness. The most successful social media practitioners are those who are trusted by their friends, followers and fans, those who can be counted on for leadership and support, people who are looked up to as the real deal.

And trust doesn’t come overnight, either. Trust comes from having experience and expertise, from being available to others when they need you. Trust comes from sharing plenty of good information on a regular basis. Trust comes to only those who can earn it by demonstrating honesty and loyalty and living up to their word.

2. Respect. Giving respect is as important as getting respect in social media. You can’t have one without the other.

Mind your manners when you tweet. Be courteous, even deferential. The more sensitive and supportive you are of others on Twitter, Facebook and in the blogosphere, the more likely those very same people – and their respective networks – will pay attention to you.

As Liana Evans wrote here (Search Engine Watch, “How to Earn Respect in Social Media,” October 26, 2009)…

When delving into social communities, be humble, don’t shoot off your mouth, and don’t announce your arrival with ticker tape parades and bullhorns. No one likes a showoff or know-it-all.

3. Responsibility. Ideally, a brand’s social media presence is akin to its eyes, ears and voice online. So, needless to say, the people both behind the scenes and on the front lines assume a great deal of responsibility.

Social media practitioners not only need to be accountable for the accuracy and quality of the content they disseminate, they also need to be able to exercise good judgment (often under tight deadline pressure). They need to pause before they post and always be mindful of the consequences — for better or worse — of their social media updates.

4. Fairness. From the get-go, what I’ve especially liked about social media is the fact that it levels the playing field among brands of all shapes and sizes. It’s an equal-opportunity environment in which those who are willing to work above and beyond will invariably come out on top.

It’s true. Whether you’re a sole proprietor or a multi-national conglomerate, the same rules of engagement apply. It pays to be a good sport.

5. Caring. How can I demonstrate to others how much I care about them in 140 characters or less? What can I do to show my appreciation for my colleagues, contacts and constituents, those who are interested in what I have to say about my area of expertise? To what lengths can I go to provide assistance to those who need it? Those are just some of the questions you should be asking yourself before you dip your toes in the social media waters. After all, anyone who’s only in it for themselves will either get called out for being selfish or simply ignored in social media.

As I wrote here in my post, “The Cure for the Common Social Media Practitioner”…

Those who are most popular in social media are those who have the best “bedside manners,” the most engaging personalities. They are amiable and congenial, generous and kind, people who are as good at listening as they are teaching, as humble and humorous as they are confident in their abilities.

6. Citizenship. I’ve always felt employees – whatever they do for work – should be encouraged, if not required, to contribute in some way, shape or form to the industries in which they earn their livelihood. To excel on the job is one thing. But, if you ask me, to share some of your time and expertise outside of the office is the real gauge of your character. That’s how you experience exponential growth as a person and professional.

Those who are active in social media are good corporate citizens, people who understand the value of being involved in the business world at large, opinion leaders and community builders who are looked up to and admired by a vast number of peers.

To learn more about “the six pillars of character,” click here.
To learn more about Michael Josephson, click here.
To learn more about the Josephson Institute, click here.

Bob Cargill is a copywriter, creative director and social media marketer who helps brands to strategize, develop and implement successful new marketing programs. He is available for hire (satisfaction guaranteed) — and for speaking engagements — now. To contact Bob, click here.

A New Marketing Commentator Goes on Hiatus

Bob Cargill — Wed, 10 May 2006 01:48:44 +0000

After more than 26 months and 62,000 words, I’ve decided to give this blog a rest.

It may not be the end for A New Marketing Commentator, but it will be at least a short hiatus.

Thank you so much for your support, love and friendship. As much as you’ve given me, I hope I’ve given you even more in return.

Bob Cargill
Copywriter and Creative Director
May 10, 2006

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Tags: Bob Cargill copywriter creative director copywriting creative direction blogger direct marketing advertising marketing A New Marketing Commentator

Sports Illustrated: “Start Your Own Blog”

Bob Cargill — Mon, 27 Mar 2006 02:24:49 +0000

Writing in the March 27 issue of Sports Illustrated, Chris Ballard notches a refreshingly candid, thoroughly modern story about his online brethren: the journalists, columnists, reporters and, yes, just plain bloggers who cover sports on the Web. From the lead-in…

The Internet is changing sports coverage. Columnists who seldom leave their couches hold forth. Athletes break their own “news” on their personal websites. Rumormongering is rampant. Don’t like it? Get rowdy. Start your own blog.

An insightful overview of how sportswriting has evolved over the years, this article is worthy of high praise and much attention not as much because – ironically – it’s published offline, in a magazine (what the snarkiest and most cynical among us might refer to as a dead-tree medium), but because so much of what its author has to say is relevant well beyond the realm of sports coverage.

Read it yourself and tell me if you don’t think it’s further validation that corporate America has taken notice of the blogosphere and the changes it’s already wrought on the way people like to receive their news and information.

On a personal note, I was delighted to see Ballard cite my idol and inspiration, ESPN’s Bill Simmons, as “a pioneer in the online sports community.” In the late ‘90s, when Simmons wrote for AOL’s Digital City Boston under the moniker, Boston Sports Guy, I read him religiously, and to this day I credit him as my motivation – indirectly, of course, and certainly from afar – to enter the blogosphere.

To read this article (”Writing Up a Storm” by Chris Ballard, Sports Illustrated, March 27, 2006), click here (free access to the complete story for magazine subscribers only).

Tags: blog blogs blogging blogosphere Chris Ballard Sports Illustrated Bill Simmons online journalism

A Big Lesson in Marketing

Bob Cargill — Wed, 08 Sep 2004 16:55:36 +0000

The success of any advertising or direct marketing campaign depends on a coalescence of elements, not the least of which are the motif of the creative and the timing of the launch. If you can tie those two together, you’re likely to be sitting pretty.

For example, take the Sunday newspaper insert I received recently from Target, which prides itself on selling quality, stylish merchandise at reasonable prices. Scheduled to arrive in-home about a week before the first day of school, it was obviously designed by the retailer to look like a classic composition notebook – ruled pages, marble red cover and all.

But the “back to school” theme doesn’t stop there. This bold, eye-catching, 8-1/2” X 11” insert is divided into three two-page spreads – one each for middle school, high school and elementary school – each of which features a selection of obligatory, age-appropriate school supplies, clothes and gear.

But wait – it gets better. We’re not just talking back packs, calculators, plaid skirts and denim blazers here. No, you have to give extra credit to Target for using this opportunity to cross-promote Take Charge of Education, its community relations and credit initiative which, since 1997, has donated over $100 million to schools across the country.

“Every time you use your Target Visa or Target Guest Card, Target donates up to 1% of the purchase amount to the K-12 school of your choice,” reads the plug.

And as if the creative team behind this masterpiece hadn’t already pulled out enough stops, they added one final flourish on the inside back cover: Above a picture of the ubiquitous Target Bullseye Dog are these three parting words – “See. Spot. Save.”

Wow! Clearly, the folks at Target know much more than just the A, B, C’s of promoting sales of their goods. In one small notebook, they teach a big lesson in marketing.

Marketing Miscellany II

Bob Cargill — Wed, 18 Aug 2004 17:47:07 +0000

Every once in a while, a growing legion of Seth Godin devotees, myself included, receive an email from the bestselling author, entrepreneur and self-proclaimed “agent of change” himself, reminding us that fresh, new content has been posted on his Web site. I’m there in seconds. And on my most recent visit, as always, there was the proverbial pot of gold at the end of the rainbow, as he had just announced the launch of his latest brainchild, ChangeThis, a revolutionary, new non-profit medium with the noble intention of facilitating the spread of manifestos – “thoughtful, rational, constructive arguments about important issues” – in order to “help people change their minds to a more productive point of view.” I don’t know about you, but any business model that can use one of my all-time favorite movie lines – Jerry Maguire’s “Help me, help you” – to describe itself, has my ringing endorsement….

Speaking of nobility: Remember those Lance Armstrong yellow wristbands we talked about here nearly a month ago? In a direct mail fundraising appeal I had received from the Lance Armstrong Foundation last month, Lance was quoted as saying, “Ultimately, we want five million people worldwide to wear LIVE STRONG yellow wristbands.” On July 27, I wrote: “That’s a lot of wristbands, sure, but you won’t find me betting against Lance.” Well, sure enough, the August 15 edition of the Boston Sunday Herald reported that the wristbands have “become one of the hottest fashion trends this summer” with about eight million sold so far. Mine, along with who knows how many others, is on back-order. D’oh….

And finally, my wife, Barbara, and I just realized that the neighborhood block party we host annually just happens to fall this year on the three-year anniversary of that awful, ill-fated day that will live forever in infamy – September 11. So while writing our invitations, we decided to add a request for donations to Heroic Choices, a nonprofit organization originally founded as The Todd M. Beamer Foundation in memory of Todd Beamer, one of the heroes aboard United Flight 93 on September 11, 2001. I didn’t think of it till now, but I guess you could say that in a very small way, this is our own little manifesto, our own personal way of helping people change their minds to a more productive point of view, one neighbor at a time.

Viral Marketing Gone Good

Bob Cargill — Wed, 21 Jul 2004 13:07:38 +0000

Wednesday, July 21, 2004 – Chances are you’ve already seen the Flash parody of the Woody Guthrie folk song, “This Land Is Your Land,” that’s been racing its way across the Internet this week at lightning-like speed. My good friend, Michael Chinnici, emailed it to me a few days ago, and initially I didn’t think twice about it. Spoofing President Bush and his Democratic challenger, John Kerry, it’s amusing, sure. But at first glance, I though it was just another joke du jour encumbering my Inbox. However, on second thought, turns out this clip (produced by the Los Angeles-based animation studio, JibJab) is an instant classic, the perfect example of viral marketing gone good. So good, in fact, that JibJab is getting so many hits on its Web site that its principals, brothers Gregg and Evan Spiridellis, are practically crying “uncle” in their blog, The JibJab Times, writing: “You people dang near blew the lid off our server yesterday! Slow down! There’s enough to go around for everyone. We promise.” Talk about a good problem to have on your hands! Coincidentally, the phenomenal success of this satirical cartoon-cum-promotional vehicle for JibJab couldn’t be more consistent with Nate Elliot’s point in his recent article about viral marketing on The ClickZ Network, where he argues, “The real conduit for viral campaigns, when they are noticed, is the media. Reporters get the message out, drive the interest and traffic.” After all, in just the last few days alone, the brothers Spiridellis have made appearances on FOX News, CNBC’s Squawk Box, The Today Show and who knows how many other television news shows, not to mention the countless articles that have been written about them across this great land. The rub lies, of course, in how much all this fame will translate into fortune.