Advertising is herding cats

Advertising is herding cats

People don’t go in the direction you want them to go merely because you tell them to. They go where they want to go, based on their whims at any given moment. Sometimes they’re glad to see you. Other times not so much. Sometimes they’re immersed in what you’re doing....
The perfect ad

The perfect ad

Millions and millions are spent trying to develop the perfect ad that will reach exactly the right audience at the right time with the right message that will get them to buy a product. Brand Managers provide sales data and competitive reporting. Focus groups and...
MARKETING CONCEPT: Bayesian Thinking

MARKETING CONCEPT: Bayesian Thinking

The Bayes’ theorem is a statistical model that describes the probability of an event, based on conditions that might be related to the event. It goes like this. Say you’re blindfolded and throw a dart at a dart board. You don’t know where it landed cause you’re...
MARKETING EXERCISE: Obstacle Course

MARKETING EXERCISE: Obstacle Course

Strategy is defined by the obstacles we must overcome. If you have a goal you haven’t accomplished yet, there must be something stopping you from it, even if it’s just laziness. Use this exercise to outline each obstacle individually and identify ways to address them....
Design by committee

Design by committee

 I’m sure you’ve seen it before. A new ad or logo or marketing campaign is being presented to a room full of people. The people nod their heads and smile throughout the entire presentation. They’re writing notes here and there. They’re focusing during they key...
You don’t need more advertising

You don’t need more advertising

A friend of mine called me the other day and asked if I could help one of his friends with advertising their Chinese restaurant. They’re not doing well and need something to drive traffic. I said I’d look into it and see what I could do. They don’t have a website, so...