Audacious Ink

Entries from November 2009

2010 Marketing Predictions

November 25, 2009 · 1 Comment

This Thanksgiving, I’m thankful for other people’s blogs, as it means I get a pass on writing a lengthy one today. In this case, I’m thankful for David Siteman Garland and The Rise to the Top. In his most recent post, he gives predictions in the world of marketing for 2010. One prediction that may not be much of a surprise: the rise of digital schmoozing. That’s what I’m doing right now with you, folks.

Enjoy his predictions, and kudos to David, by the way, who got a much-coveted shout-out from Guy Kawasaki. That’s an experience that is on my 2010 Wish List.

Have a happy Thanksgiving.

Categories: Social Media Practices

Thinking Outside the Borders

November 22, 2009 · 2 Comments

Sometimes, if you are looking for inspiration, you have to look outside yourself. Sometimes you have to look way outside yourself; like across the ocean.

Creative Roots is a blog with a mission to create an archive of art and design collections from around the world. Every entry has a historical or cultural connection to a specific country—and the list of the countries represented is impressive. From Afganistan to Zimbabwe, and points in between.

I took a look at Turkey, convinced I’d see something cool, and I did. The photo above is a hand painted travel poster promoting Pamukkale for Trip Advisor’s Hot Spots to watch.

This blog covers a wide range of graphic design and art with a global bent, and runs the gamut: advertising, packaging, photography and pretty much anything in need of art–which in life is everything, right?

Categories: Design · Muses

2012 and How Good Viral Marketing Can Go Bad

November 14, 2009 · Leave a Comment

2012_largeHere’s a good article discussing how some of Hollywood’s most brilliant viral marketing has gone haywire, whether it’s a case of mistaken identity, security, or public pandemonium. The new movie, “2012” has created quite a stir, with the Art Bell types convinced the world is going to end in, well, 2012. Remember “Forgetting Sarah Marshall“? If you recall, there was a terrific marketing campaign featuring unbranded billboards reading, “You Suck, Sarah Marshall,” or “My Mother Always Hated You, Sarah Marshall.” It was fun for us, but it sucked for the real Sarah Marshalls of the world, some who struck back with posters that read, “You Suck, Judd Apatow,” referring to the film’s producer.

It’s a good lesson for marketers. Sometimes there is a fine line between genius marketing and your Aunt Betty and Uncle Buck fleeing for the hills to take cover. Campaigns like this are a testimony to the power of really good viral buzz, and a reminder that sometimes not everyone in the audience has all their forks in the drawer. Don’t hold back, but be prepared for the possibility of backlash, or in these cases, back-firing. After all, when you need to call in Nasa to say the world is not going to end, you know you’ve touched on something big.

Categories: Great Marketing Examples
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Three Easy Ways to Stay Connected

November 11, 2009 · Leave a Comment

It can be hard to stay on top of industry trends and news. Social media can help. There are three things you can do that will take less than half an hour of your time today, and will save you a lot of time in the future, as well as give you instant updates on important news items in your industry or field, or news in general.

1) Digg it. Did you know that Digg has an option to receive email alerts of their best and biggest stories? You can set the alert to go to your email daily, or if you don’t want to be deluged, you can have it sent to you weekly.
2) Get even more Linked In. You may already be on Linked In, but are you taking advantage of the many networking groups on the site? They have networks for a wide range of industries and professions, many broken down by regions and even cities. They have networking groups for the unemployed, the self-employed and the part-time employed. They are so many different kinds of groups there is probably one for marketers who sneeze too easily, or doctors who cry at Hallmark ads. Again, you can set up your email to receive alerts when one of your groups has new discussions or topics posted to the board. It can sometimes be an enormous waste of time, particularly when members go into overdrive on self-promotion, but often you’ll find great articles and links to websites that may have valuable, or at least useful, information.
3) Google Alerts. This may seem like a no-brainer, but if you haven’t set up a google alert for the news or information you need the most, you’re missing out. You can set up a Google alert to come to your email on any topic. Boston Terriers, new movie releases, diamonds, celebrity engagements, your favorite brand, your competitor, your company— definitely set up an alert for that one! If it exists, you can set up a Google alert for it. The search engine will notify you when an article or blog post hits their radar.

This is just a short list of easy ways to stay connected without having to search for news that interest you. Send me your favorite ways to stay connected, whether it’s picking up the phone and talking to a colleague, reading the news paper, or a useful website.

Categories: Social Media Practices
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Mad Men Season Finale

November 8, 2009 · Leave a Comment

madmen-chrishendTomorrow night is a sad day for “Mad Men” addicts everywhere. It’s a death knell to a season of scotch-swilling, skirt chasing, cigarette-smoking, Man/Dame bantering, lawn-mowering, and what’s- wrong-with-Betty-Draper wondering. Yes. It’s the season finale of “Mad Men.” I, for one, may have to drown my sorrows in a bottle of wine and borrow some valium from a nervous friend.

I love “30 Rock.” “The Office” always makes me laugh. I’m a CNN addict. Oh who is kidding who? It’s not just the season finale of “Mad Men.” It’s the season end of the best TV there is. Now I’m going to have read a book if I want this level of great writing.

Until I figure out my next step post “Mad Men,” I’m going to ponder the following piece of advice given by Matthew Weiner, the Creator/Producer/Writer of the show. On Wednesday night I saw a Q&A at the Writer’s Bloc with Mr. Weiner. A woman asked him what advice he had for struggling actors/writer/etc. In LA, anyone with artistic pursuits is often classified as an “etc.,” as they are hoping to hedge their bets on fame. Anyway, after sighing that he got asked this question again, Matthew said, “Just pursue your craft and don’t worry about the rules people tell you exist, like you are too old to make it, or too this or too that, or too anything. You just have to be the one who breaks the rules and you have to think about how sweet the vengeance will be.”

That got a round of applause.

A young man then asked him how he overcame writer’s block. I leaned forward in my seat for this one. “I don’t have writer’s block,” he said. He then added, “Oh, but that might be because I dictate into a recorder. I talk the idea through. I can get through a whole script in a day that way. And if I can say it and it sounds good, then I know I have good dialogue.”

I thought it was a clever idea, and one I’ve considered trying myself. Since the man is responsible for the most brilliant writing on TV, I am not going to doubt him.

One other note about that night: Christina Hendricks, who plays Joan, was in the audience. Joan is my favorite character on the show, and if you have watched it, you understand why. She’s a complex personality who plays her full-throttle sexuality with uber-confidence, and sometimes smugness. Often this strategy has let her down; rarely has it gotten the results that she believes it will. That’s one reason why fans love her. Underneath her calm exterior she’s smoldering with disappointment at how life has turned out so far, but damn if she’ll let that keep her down.

Hendricks must be one incredible actress because to see her you can’t believe she and Joan are one and the same. The attractive actress looks ten years younger than her character, and she’s all baby-faced and sweet. She could be the poster-woman for the Girl Next Door. Maybe she was trying to down-play the glam that night because she had to sit in the middle of an audience of some scary-looking writers, myself included, but seriously, I was struck by how innocent she looks. And really, maybe that’s Joan’s appeal. There is, after all, something very innocent about the way Joan oozes sexuality like a child working it in a candy store. This season, she’s certainly matured, and she’s a little road weary from her loser husband.

One more Weiner story: He was talking about script notes he gets from studio executives, and how hard criticism can be to take. He said he sometimes reads these notes and thinks about the VP writing it, and wants to tell them, “What have you ever written besides this f@#$&! note?”

Categories: Advertising · Muses
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Name That Annoying Tune

November 3, 2009 · 1 Comment

Please remove the automatic song that comes on when we log onto your web site. It is not cool. It is not great marketing. It is annoying, and we do not want it.

The sound comes on and is usually jolting because our audio is already turned up from watching bad bootlegs of concerts on You Tube. It’s great that you have a company jingle. Use it for your on-hold messages on your phone, or even put a button on your website that reads, “Listen to our Song,” or “We’re Playing Sweet Music.” Be corny. I don’t care. I only care that I hate it when I go to your site and music start playing automatically. You are assuming I want to hear music. You are assuming I want to hear that music in particular.

For the record, the same goes for annoying videos that start automatically, with spokespersons saying (loudly) “HI!”

I have talked about this over the years with many people. Everyone says the same thing. “It’s annoying.”

It makes us not want to visit your site ever again. In fact, I personally will not. Now I ask you: did you put the music or pop-up video on your site to attract visitors or keep them away?

I thought so. Keep it simple, please.

Categories: Thinking Out Loud
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