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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.

 

Making Social Sell

Jeff Molander
A Lie That Keeps You From Success (Part 1 of 3)
Oct 31, 2014

"It is easier for the world to accept a simple lie than a complex truth." The words of 19th centrury...



Direct Mail for the Modern Marketer

Summer Gould
When Is EDDM Right for You?
Oct 30, 2014

EDDM (every door direct mail) has gained in popularity. EDDM, as defined by the USPS, is designed to help you...



Reinventing Direct

Gary Hennerberg
5 Tips to Sell Media Multitaskers
Oct 29, 2014

How many gadgets do you juggle simultaneously? Assuming you're like most people, you're on your laptop/tablet, smartphone and other media...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Giving Organic Search Credit
Oct 28, 2014

For many marketers, the end of the year marks the end of their budget cycle. It is certainly not revealed...



Marketing Sustainably

Chet Dalzell
San Diego Dreamin' - Charging Through 'The DMA'
Oct 27, 2014

The last time the Direct Marketing Association held its annual conference in San Diego, it was 2009, we were all...



Here's What Counts

Chuck McLeester
Don’t Get Lost in a Maze of Metrics
Oct 23, 2014

There's a lot of data out there. More than any one marketer needs at any one time. The new frontier...



The Integrated Email

Cyndie Shaffstall
Focus Group of One
Oct 22, 2014

If you're sending your marketing campaigns without benefit of A/B or multi-variant testing—most companies admit to fewer than five tests...



Muscle Marketing

Wendy Montes de Oca
A Few of My Thoughts on SEO
Oct 21, 2014

This is going to be a short post. First, a caveat: No one SEO tactic is the end-all be-all, in...



Mobile-First Marketing

Greg Hoy
Mobile Advertising Isn't Just for Big Brands Anymore
Oct 20, 2014

The increasing use of mobile devices, mobile Web, multiple advertising platforms and the advancement of network technologies creates new opportunities...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 Great Blogs for B-to-B Marketers
Oct 15, 2014

In our fast-changing marketing world, a smart B-to-B practitioner keeps up to date by learning from thought leaders. While this...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Missing Data Can Be Meaningful
Oct 9, 2014

No matter how big the Big Data gets, we will never know everything about everything. Well, according to the super-duper...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

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



Brand Matters

Andrea Syverson
Is It Time for a True Goodbye?
Sep 16, 2014

As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

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



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

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



The Whole Magilla

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

Denny Hatch
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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