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Tag Archives: Marketing

How to interpret “illogical” market testing results

From time to time I’ve made analogies between marketing and home shop experiences and pointed out the simple wisdom that can be found through working with your hands. So bear with me for a moment here as I wind up to a theory on illogical market testing results. Cindy and Chris at Northside Service Company […]

Why Cadillac “Dare Greatly” campaign doesn’t

While many brands made a political statement with ads on the 2017 Super Bowl, Cadillac saved theirs for the (surprisingly non-political) Academy Awards telecast. “We are a nation divided. That’s what they tell us, right?” the ad begins. “But what they don’t tell you, what doesn’t make the news, is this: We carry each other forward.” […]

Celebrity athletes free to express their political opinions? Now that’s scary.

When Under Armour’s CEO Kevin Plank described Donald Trump’s business-friendly attitude as “a real asset” to the country, the Golden State Warriors’ Steph Curry told The San Jose Mercury News, “I agree with that description, if you remove the ‘et.’” The sneaker brand promptly terminated its relationship with the popular MVP, explaining that “we don’t […]

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 […]

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