October
21
2011
Admittedly I’ve been a little under the mainstream media radar lately, but it’s getting harder and harder to avoid the “movement”. So, is Occupy Wall Street great marketing, or listless babble? I came across two blog posts on the subject. You can check out both sides of the argument by going to this post http://su.pr/1TRTHS and this post http://su.pr/2HhYY5. Draw your own conclusions.
Farber’s post is a little crass, but does make a strong argument. I’ve watched the news and one thing is clear, the protestors don’t care for Wall Street. Not the street, but I think Wall Street as the embodiment of what they believe to be capitalism run amuck. Maybe Farber is being too hard on them.
The pro-protest blog post was written by Critithinker. The fact that the author remained anonymous kind of proves several points made in Farber’s post, isn’t the lack of corporate transparency part of the problem? Critithinker believes old school marketing could learn a few things from OWS, or the “movement”.
We’re not about to jump in on one side or the other. To be honest, both make valid arguments for the use of old and new approaches to marketing. If they work together you might truly see something new and different we could all use to sell not just social exasperation, but products and services as well. I just don’t want OVLG; no reason to Occupy VLG for helping companies who’s shares trade on Wall Street. We’re just trying to pay our mortgages, keep the lights on and create jobs.
June
1
2011
The introduction of the variable press has printers giddy about the prospect of one-off mail customized to the individual user. When you read the popular press about personalized URLs the propondarence of information is printers talking about PURLs. It was to the magic pill for an ailing industry.
Why do most miss the boat?
Printers are not digital ad agency. They lack web expertise and the ability to do much more than template landing pages via MindFire or other stock web sites. Printers also think all you have to do is add a PURL to the same old print pieces and they will be transformed into dynamic, exciting marketing touches.
Not so.
The PURL can’t be an after thought. It needs to be the central element in any postcard (yuck!), print ad, billboard, you name it. A page with nothing but a PURL, no brand, no other copy, no images, will drive more web traffic than any ad loaded and bloated with content and imagery. You have to get people to the web for a PURL to work for you. Again, you have to drive traffic to the web.
The Internet is the game changer, because with it you understand the true measure of success. Sadly, printers pushing PURLs fail. That’s why we do it a little different. Here are the keys:
1. Dimensional mail…nothing flat
2. Handwritten envelopes or a darn good handwritten font
3. Intrigue-driven, unique Internet domains (never a corporate domain or your tagline as a domain)
4. Moving, engaging and memorable Flash microsites
5. Solid back-end tracking software with real-time sales alerts and marketing reports
Put this 5 step solution in play for you to make sure your PURLs live up to the promise of one-to-one marketing gold.
February
4
2011
Who wins this weekend?
Oh, you just watch the game for the commercials. I see. Like we haven’t heard that one before. In that case, check out this Super Bowl’s ad preview.
July
28
2008
Nothing is more annoying than a pop-up ad or a site taking control of your computer where you suddenly feel hijacked. We like to call that the point where users "bail" or close out of the site and potentially the relationship. Now, that doesn't help either one of you. The user feels like your message was invasive and you have one less potential customer.
Give them control. Let the user decide what they see and how far they want to go through your message. Give them options of downloads and let them tell you how and if they want to be contacted. Don”t throw them the kitchen sink. Keep it simple and relevant. You will be surprised with the results.
Here at VLG, not only do we help you sculpt a message, we also help you segment your message on a personal level. We can serve up content and offers relevant to each user, which makes for a personally tailored experience. We then pass the user information and activity to your sales team which arms them with the knowledge to intelligently nurture that prospect. Let them express their interests and begin to build a meaningful and successful relationship. Give your customer a voice.
June
15
2008
Personalization can take you that extra step when targeting your customers. There is a lot to be said about knowing what is relevant to your target and delivering it in a fashion that makes them feel less like a number. Make them feel important and you are really trying to cater to their needs. Personalized marketing isn't the future; it's what's happening now. Segment your message, speak to their pain points, and reap the benefits. Not only will you have a rise in business, you will have loyal customers.