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Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

 

Reinventing Direct

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7 Feelings That Add Warmth to Copywriting
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Sometimes we get too close to the bells and whistles of our products and services. When that happens, it can...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google Finally Shuts the Door on Doorway Pages
Mar 31, 2015

Google seldom gives search engine marketers advance warning of algorithmic changes; however, in a rare move recently Google announced plans...



Marketing Sustainably

Chet Dalzell
What Does a Data Marketer Look Like?
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The currency of nearly all marketing today is data. Ten years ago, we might have said much the same of...



Here's What Counts

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Measuring Customer Engagement: It’s Not Easy and It Takes Time
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Creative Caffeine

Dani Cantor
Subject Lines in Sheeps' Clothing: A Go or a No?
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The Data Athlete

Mike Ferranti
Channel Collaboration or Web Cannibalization?
Mar 24, 2015

Multichannel marketers experience the frequent concern that online is competing with, or "cannibalizing," sales in other channels. It seems like...



Search Made Simple

Phil Frost
Top 10 Local SEO Best Practices for Small Businesses
Mar 25, 2015

Have you ever wondered how you could get your business to show up on the first page of Google, along...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 More Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
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B-to-B data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into...



Making Social Sell

Jeff Molander
3 Things You Must Know Before Hiring a LinkedIn Trainer
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Good LinkedIn sales trainers help sellers produce measurable increases in sales—not better proficiency at using the tool. Are you considering...



Psychology-Based Marketing

Jeanette McMurtry
Building Your Brand Religion
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Even with the most finicky of customers in an increasingly chaotic and complicated world, lifetime value and brand loyalty can...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Marketing Drives Response
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Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Don’t Do It Just Because You Can
Mar 12, 2015

Don't do it just because you can. No kidding. … Any geek with moderate coding skills or any overzealous marketer...



IMM-Possible ROI

Stephanie Miller
5 Data-Driven Strategies to Feed Your Customer Obsession
Mar 10, 2015

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The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

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Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

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Wendy Montes de Oca
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I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



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Michael Lowenstein
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Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
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So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



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Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
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Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



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Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
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Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



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Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



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Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

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The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Greed - With a Fear Chaser

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We've all seen the TV ads: A man with a microphone and a bouquet of flowers walks up to a house and rings the doorbell. The adult who answers is handed a check that's bigger than the car in his driveway (both actually and figuratively) while lots of screaming family members leap up and down with excitement over the windfall. The Publisher's Clearing House Prize Patrol strikes again, only this time, I was caught in their trap ...

I was minding my business playing an online game, when, between turns, I was presented with an invitation to enter the Publisher's Clearing House Sweepstakes and win $5,000 a week for life. I said to myself "Now that would make my life a tad bit better, so what the heck," clicked, and started a long and winding journey. While it ended with the agony of defeat, along the way I was exposed to some of the cleverest marketing tactics I'd seen in a long time, and they reminded me of the power of personalization—and greed.

From the minute I registered for the giveaway, I received a steady stream of emails. Each one asked me to "click" or "accept" or "approve" some data point in some compelling way (ongoing engagement!)—and since I didn't have time to read all the fine print, I definitely got the feeling that if I didn't at least "do" something, that perhaps my chances of winning were in jeopardy. So, I was hooked. I opened each email and was led, like a horse to water, to drink from the fountain of hope.

"Verify your address so the Prize Patrol can find you!" one email proclaimed. Well gee, of course I want to make sure the Prize Patrol (PP) goes to MY house and not my crabby neighbor across the street! So I reviewed the data and clicked my approval.

"Confirm the location of your closest florist" another one requested (to make sure the PP could pick up my roses and ensure they were fresh when handed to me on camera). Shucks, the roses are all part of the big on-camera finale, so you bet I double checked the florist information and clicked my approval.

"Make sure we have the fastest route to your house!," as the map from the florist to my front door was prominently displayed in the email. I actually took the time to carefully review the map and confirm that the route they had selected wasn't circuitous, and again clicked my approval.

Alas, the final email gave me the disappointing news that I had not, in fact, won anything. But wait, there's more!

Only a few days after discovering I hadn't won a penny, I get an email that I was awarded the Badge of Honor and I was, in fact, entitled to a maximum number of 10 entries for $5,000 a week for life. And so the motivation continues ...

All cleverness aside, my only criticism is that Publisher's Clearing House sent too many emails, and after a while I became more confident in my ability to ignore them without risk. If you know anything about this promotion, you know its point is to sell you a magazine ... or some other item (most are for just "3 easy payments of $X.XX!").

Did I make a purchase? I must admit I finally broke down and did buy something, but when I win my $5,000 a week, I'll be able to buy a lot more ... And isn't that the whole point?

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