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Category Archives: Marketing

Thank you internet! Thank you Chris and Cindy Peters for fixing my NuTone intercom!

I recently moved into a house that has a NuTone IMA-4006 Music Intercom system installed. You can press a button and be heard in another room (or from the porch if you are ringing the doorbell) and also play music throughout the home. I know that sounds quaint in these days of earbuds and instant […]

Super Bowl FSIs (2017 edition): it’s a home run! Oh, wait…

  It’s been a full two years since we checked in on the newspaper supplement coupons that appear the Sunday before the Super Bowl, wherein advertisers contort themselves to refer to the event without using the actual name, which is licensed and which license is heavily enforced. The world has gone through painful gyrations in […]

Aeromexico’s “Borders” ad gets it done

Whichever side you’re on (and I am on the side that hopes America comes to its senses before it’s too late), you have to agree the Aeromexico Borders ad is great advertising. The payoff at the very end is magnificent.

Lessons not learned in 2016

Brexit and Donald Trump’s election were, according to fivethirtyeight.com, well within the margin of error in polling predictions and so were shocking only because people were mentally and emotionally incapable of thinking these events would take place. This made me think of some experiences with focus groups and direct mail back in the days when […]

Attend a “Creative Town Hall Meeting” in Monday afternoon Ignition Session on October 17

Are you coming to the DMA’s annual conference in Los Angeles next week? Then make plans to attend my Ignition session, “The Devil in the Details,” at 4 pm on Monday the 17th. It promises to be a repeat of a highly successful and well-attended session last year in which creatives shared their pet peeves […]

Should you care about email marketing?

Somehow email marketing has become the red headed stepchild of promotion channels. It’s not as pervasive as Facebook, immediate as Twitter or insidious as native advertising. And it’s all too easy to take email for granted and put it on autopilot with a management tool like Eloqua or Pardot. So email gets short shrift in planning […]

Free marketing advice from Warby Parker

The other day I was on a plane and got in a conversation with my seat mate. When she found out I worked as an advertising guy she told me her husband designed neckwear and wanted to sell his ties via the internet. What free marketing advice did I have? My first thought was, uh oh. Fashion is a […]

How not to localize direct mail

Your personalization vendor has a great idea: add variable fields to localize direct mail by mentioning the reader’s geographical location. This is especially effective if you’re a national brand and you want to connect with prospects on a grassroots level. Hence this month’s example from the Salvation Army: The biggest problem with this effort is […]

Copywriters, the end is near

I was paying my quarterly visit to a client when the online marketing manager mentioned he needed quite a few SEO articles written. I asked if I could help. No need, he said, I’ll just order them on TextBroker for ten cents a word and run them through copycheck to be sure they weren’t plagiarized. […]

DMA &Then 2016… I’ll be back

I’ve been asked to repeat my Ignition session at this year’s annual Direct Marketing Association conference, which will take place in Los Angeles. My slot is Monday October 17, 4:00-4:45 PM. Titled (for legacy reasons too complex to go into here) “Devilish Details: Looking for an Advantage in Your Copy and Design”, it’s essentially an […]

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