Take a Stand Like a Big Brand

Take a Stand Like a Big Brand

Advertising, Branding, Cause-Related Marketing, Marketing
Good for Nike. I think it's incumbent upon brands and businesses to speak up for what they believe in...not just on behalf of sales. It doesn't matter how they feel about the issue. What matters is that they realize they have the platform and the responsibility to say something...as long as they believe they can make a positive contribution to the dialogue. The marketer in me thinks this may even help, not hurt Nike's revenue. But much more important, as a human being, I have greater respect for those who are authentic, transparent, open and honest. People do business with people, not corporate logos. Iconic swoosh or not, Nike just let consumers know that they are just like us. Like it or not, they dared express an opinion and join…
Read More

200 Boston-Area Agencies on Twitter

Advertising, Boston, Marketing, Public Relations, Social Media, Twitter
Who knows how many marketing, advertising, social media and PR agencies are located in and around Boston? I doubt anybody knows exactly how many there are around here, but I have found 200 of them on Twitter for you to follow. Large, small, old and new, together these agencies represent the best and brightest our industry has to offer. Seriously! Under their roofs right here in Beantown, you could arguably find enough talent, prowess, knowledge and expertise to launch the most sophisticated and successful campaigns in the world. While what they can they do in 280 characters or less on Twitter, of course, isn’t quite the same as what they can do on a blank canvas and an unlimited budget for their clients, that doesn’t mean they’re not worth following…
Read More

Seth Godin’s Book, Purple Cow

Business, Marketing
How many of Seth Godin's books have YOU read? I've read a ton of his books, but my favorite one is Purple Cow. I think it should be required reading for anyone in business, especially for those of us who work in the advertising and marketing fields. As Seth himself says on the inside front cover of the book, "You're either remarkable or invisible. Make your choice." Have you read this book? Are you remarkable? Or are you invisible? Are you a purple cow? Watch. Listen. NOW.
Read More

Robert Solomon’s Book, The Art of Client Service

Advertising, Business
Are you a good listener? Do you listen more than you talk? Do you give those on the other side of the table the attention they deserve? It is so important to listen to others in both our professional and personal lives. People will think more favorably of you if you give them the floor. They will appreciate your interest in what they have to say. "Listening is more important than talking." That's just one of "54 things every advertising and marketing professional should know" according to Robert Solomon's book, The Art of Client Service. Watch. And, yes, listen...
Read More
Why Businesses and Brands Should Try Vine

Why Businesses and Brands Should Try Vine

Advertising, Marketing, Social Media
Now that Twitter has released an Android version of Vine, there’s really no reason why anyone involved in marketing, advertising and social media shouldn’t at least experiment with this cool, new video-sharing app. Having debuted on January 24 of this year as an iOS-only app, Vine’s user base is growing at an incredibly rapid clip, so fast that the mobile service is poised to become mainstream among those who can appreciate the value of telling short, visually arresting stories online. If you’re not familiar with Vine, it’s really quite simple. Once downloaded, it allows you to record six-second, continuous-loop video clips from your mobile device which can be shared on Twitter and Facebook. You may wonder how much value you can provide to your audience in such a short period of…
Read More

Presentation: 10 Ways to Succeed as a Copywriter

Advertising, Blogging, Branding, Business, Copywriting, Direct Marketing, Marketing, Social Media
10 Ways to Succeed as a Copywriter from Bob Cargill My first job out of graduate school many years ago was as a copywriter for RCA Direct Marketing in New York City. And the rest, as they say, has been history. Since that first gig writing about popular records (yes, vinyl) and tapes (cassettes and eight-tracks, to be specific), I've written about an incalculable number of other products and services, from business cards to books, healthcare to software, magazines to music, travel to tuxedos and more. I've also written direct response fundraising copy for dozens of charitable organizations -- which, by the way, has been some of the most satisfying work I've done over the course of my career so far. I may have worked for a number of different companies, developed new…
Read More

Hashtags in Advertising and Marketing

Advertising, Business, Direct Marketing, Marketing, Social Media, Twitter
This post was initially published on BostInno on March 21, 2012. To read the original post there, click here.  Advertising and marketing pros know how important it is to engage their constituents and entice them to take action. One way or another, it’s up to them to convince those on the receiving end of their messages to pick up the phone, mail in an order form, cut out a coupon, click on a link, visit a website, download an offer, attend an event or respond in some other way, shape or form… such as saying something on Twitter about their products and services. That’s right. Many brands are now going out of their way to get people to talk about them in 140 characters or less. And one way they’re doing…
Read More

10 Ways to Succeed as a Copywriter, Part Two

Advertising, Branding, Copywriting, Direct Marketing, Fundraising, Marketing
2. Care deeply about results. While being able to exhibit a high degree of creativity may be important to the success of a copywriter, achieving the highest possible ROI is usually imperative, certainly in direct marketing, the industry in which I earn my livelihood. My brethren and I work with the understanding that the purpose of most campaigns is to promote sales of a product or service, not the copywriter’s ability to turn a clever phrase. It’s nice to win awards. But what really counts is winning over your audience, those who are hopefully hanging on your every single word. Yes, what the most successful copywriters really care about is convincing those on the receiving end of their communications to take action in some way, shape or form such as picking up the phone, filling out a form, clicking on…
Read More

10 Ways to Succeed as a Copywriter, Part One

Advertising, Branding, Copywriting, Direct Marketing, Fundraising, Marketing
My first job out of graduate school many years ago was as a copywriter for RCA Direct Marketing in New York City. And the rest, as they say, has been history. Since that first exciting stint writing about the most popular records (yes, vinyl) and tapes (yes, cassettes and eight-tracks) of the day, I’ve written about an incalculable number of different products and services. As I wrote in the preceding post here on A New Marketing Commentator… I’ve written copy to help promote everything from business cards to books, healthcare to software, insurance coverage to investment advice, magazines to music, travel to tuxedos and much, much more. I’ve also written direct response fundraising copy for dozens of charitable organizations (which, by the way, has been some of the most satisfying work…
Read More