Category Archives: global marketing

Are You Looking for the No?

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This has little to do with marketing and is more in the form of a rant. But I’ve got to get this off my chest.

I’ve got a friend who shall remain nameless. This person is awesome in many many ways, but damn she makes her life needlessly complicated. I’m frankly amazed she gets anything accomplished. She’s so busy trying to cover all the angles of what might go wrong, that very few projects ever get off the ground.

I see variations on this all the time. Friends and colleagues who claim they want to do something, but…

  • They don’t have the time
  • They don’t know how
  • And what if what if what if…?

And then this week I stumbled across this book by Chip and Dan Heath about decision making, and how most people limit their options and end up making the wrong decision, or no decision. One of the traps they identify is that people set up “either or” decisions – a choice between two things, when really there may be more options. And one of those options might be trying things in a small way and seeing how it works, rather than committing to a major, no-turning-back change.

In a sense, that’s what this blog is about. Online marketing tweaks that are simple and low-commitment. Often, the only cost is time.

If you’re interested, the book is called Decisive: How to Make Better Choices in Life and Work. It’s interesting stuff.

 

Should You Use Infographics?

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This morning, one of my clients asked if they should start doing infographics as part of their marketing and I replied with an enthusiastic “yes!” I didn’t have any hard stats to back that “yes” up, though. But in this age of short attention spans (especially online), infographics can be a powerful way to get your point across.

And then, quite randomly,  I stumbled across the below infographic!

Which just goes to show that occasionally I’m right, even when I have no rational basis for believing it.

The State of Infographics
by NowSourcing. Browse more infographics.

Can Online Marketing Create Offline Sales?

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This is an interesting infographic/case study on Staples, which used a low-cost online sales campaign to drive in-store sales.  More and more, we’re doing research online before making our purchase decisions (known as ROPO: research online, purchase offline).  This case mentions the importance of good SEO, but I think good, direct, readable content is key too.

 

Browse more data visualizations.

 

Social Media – The New Arena for PR

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Or is social media a form of online PR?  Hm…

Why Businesses Must Optimize their Websites

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Or DIE!!!

Click here to enlarge.

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Ode to a Moleskine® – Mini Marketing Case Study

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I’m not sure when I became obsessed with Moleskine® notebooks but clearly, I’m not the only one.  As a child, I probably watched an actor in an old black and white thoughtfully tucking one into his knapsack as zebra wandered past on the African veldt, and fell in love.  But they’ve become my journal of choice.  Yesterday, as I was putting a museum receipt into my Moleskine’s back pocket, I noticed an unfamiliar booklet.  Here’s what it said:

“The Moleskine® notebook is the heir and successor to the legendary notebook used by artists and thinkers over the past two centuries: among them Vincent van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin.  A simple black rectangle with rounded corners, an elastic page-holder, and an internal expandable pocket: a nameless object with a spare perfection all its own, produced for over a century…  A trusted and handy travel companion, the notebook held invaluable sketches, notes, and ideas that would one day become famous paintings or the pages of beloved books…”

What fantastic branding for blank paper bound in a plain black cover!  Somehow the concept of the Moleskine® as a well-worn tool of adventurers, artists, and literary greats had burrowed its way into my subconscious, without ever having read the company’s marketing materials.  (I don’t want to think about what that says about my self-image).

Curious about their marketing, I checked out their website.   The firm does a rocking job with social media, making extensive use of YouTube.  They even have a YouTube video about their YouTube videos.  If you go to YouTube and look up Moleskine®, however, you’ll see lots of Moleskine® videos produced by users.  Clearly, they’ve done a great job of getting people passionate about little black books.

Even cooler, the website invites Moleskine users to submit pictures of what they’ve drawn/collaged/whatever into their notebooks.  (These works of paper art make me feel a bit like I’ve been desecrating my own notebook – even I have a hard time deciphering my handwriting.)

This is a company that understands the power of social media.

Product development?  Let’s talk niche marketing – they’ve created Moleskine’s for all sorts of interests: travel, dogs, movies, books, recipes, fashion…  Acknowledging that the world is going digital, Moleskine® has even created covers for iPads, eBook readers, and the like that integrate paper notebooks with your electronic hardware.

If I was back in business school, I’d do a case study on the company.  But instead, I urge you to check out their website and get inspired.  There’s a lot to learn from the way they market paper notebooks.

Mini- case study questions:  

  • How would you describe this company’s brand image?
  • Does this company’s social media efforts support its brand image ?  If so, how?

MOLESKINE ® is a trademark registered by Moleskine S.r.l.

Igniting Content Marketing Through Thought Leadership

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I’ve never liked the term “thought leadership.”  But…

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