.What have you produced for me lately? That’s the question that should be asked by senior marketers of their teams, agencies, vendors and selves. What have you produced?
The extravaganza that was the Super Bowl saw lots of things produced. Ads were produced, certainly. Actors were coached, editing suites rented, musicians composed, craft trucks rolled. Millions spent. And now bills will be paid (and unpaid) for months to come – all because things were produced. At some point, probably around budgeting time for next year’s Super Bowl, someone will ask “What sales were produced?”
Let’s list the people who might answer that question with “Not my job.” The list will be pretty lengthy. It wasn’t long ago that the average tenure of a CMO was 18 months. Why is that? Because it is the CMO’s job to produce sales. The CMO and the CEO.
The marketing business today produces lots of things – at the hands of many, many people. Isn’t it time CMOs asked and answered the question “Do the things we produce, produce sales?” Peace.
September 20, 2017 in Marketing
The second most important and difficult task in brand building is adherence. The most important task is actually developing a brand strategy. I’ve written about adherence before, a borrow from the medical community, because it is so, so important. The initial adherence task for the marketing and brand team is to get senior management on […]
September 19, 2017 in Marketing
A couple of years ago I wrote a brand strategy for an accountable care organization. An ACO is a physician group, the rules for which are shaped by the Affordable Care Act. It was an exciting project and one I felt was quite political in nature. The brand strategy captured and celebrated the best of […]
September 18, 2017 in Marketing
One of the things I dislike about advertising can be summed up by the words of an ex-client many years ago. He killed an ad made by some reasonable craftsman at FCB/Leber Katz saying “It just doesn’t do it for me.” Client’s prerogative, but not helpful. I coined the term “like-ometer” after that meeting. Judgmental […]
September 15, 2017 in Marketing
I was reading about the NY Public Library yesterday and its Beaux Arts design, which led me to look up Beaux Arts (pronounced Boh-Zahr) in Wikipedia. Love Wikipedia. The Parisian Beaux Arts school was big in the late 1800s lasting until the first quarter of the 1900s in the U.S. As architecture goes this stuff […]
September 12, 2017 in Marketing
A number of years ago I subscribed to an advertising magazine called Lurzer’s International Archive. It showcased the best ads in the world every month. I often found creative people thumbing through Archive looking at pictures and ideas inspiration. M advertising work in those days was in technology. Often with Bell Labs engineers. When they […]
September 11, 2017 in Marketing
Every business needs a promotion, something to jump start revenue when things are slow. My go-to promotion for the last few years has been a “Free Day of Planning.” I offer up my services for one day, free of charge. Try before you buy. I had an opportunity to do some strategy work on Heineken […]
September 8, 2017 in Marketing
There’s a chain of fast food chicken restaurants in NC called Zaxby’s. I’ve yet to eat there but am sure it’s competitive with others in the space. I’ll have to do some research. Yesterday I had a couple of meetings and presentations in which I discussed the “Fruit Cocktail Effect.” When a brand tries to […]