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Tag 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 […]

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 […]

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. […]

If you can’t read the results, why test it?

My early direct mail copy chiefs beat this mantra into me: only test one thing at a time. If you change the offer and simultaneously change the letter lead, how do you know which change was responsible for any lift? I thought of this as the drumbeat of “Free FICO Score” offers from Chase Slate […]

Who else wants to see their FICO score? (and other mailbox mysteries)

This credit card promo from Chase caused me to fire up the mailbox monitor. The premise is that you get a free monthly FICO report with the Chase Slate card. My household has been carpet bombed with these packages recently, both my wife and I receiving multiple mailings sometimes on the same day. There are […]

Cadillac “Dare Greatly” ad campaign has an elephant in the back seat

During 2015 March Madness I’ve seen the Jason Wu Cadillac ad numerous times. Certainly it’s daring greatly to heavy up on a story about a guy whose mom gave him a sewing machine during the uber-macho celebration of NCAA basketball, and the ad is a great story. But what’s that vehicle rolling into frame at […]

The creative parable of the 100 light bulbs

A creative director recently shared with me the parable of the 100th light bulb. It goes like this: When you turn on the first light bulb in a dark room, the effect is transformative. Where before there was only darkness, now there is light. But by the time you switch on the 100th light bulb, […]

Brands get their (big) game face on for Super Bowl FSIs

The big day for football fans has come and gone. Of course, I’m referring to the Sunday before the Super Bowl when the newspapers are full of FSIs touting snacks of all varieties (except healthy) as super savory, fan favorites or a tasting touchdown without ever using the actual name of the event which requires […]

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