Most top brands already have one, but all businesses need to get one: A chief content officer.
The concept of creating "buzz" for your brand, in order to get the attention of consumers and the media alike, is suddenly a popular one. With the talented new player—social media—on the multichannel team, direct marketers now have more opportunities to generate buzz as well as revenue.
I want to talk about the F word. Not that F word, of course, but one that perhaps conjures up just as many emotionally negative connotations: failure. We don’t like to talk about it. We don’t like to admit that it could happen to us or has happened to us. Like superstitious old wives, we even think we might bring it on by talking about it. Many of us might remember the shock and dread in the pit of our stomachs when seeing a math test or English class essay riddled with red slashes. We try to forget about failure as quickly as possible.
Advergaming has been around for years, but it’s never been more popular than right now—and for good reason. More and more, consumers congregate online for shopping, research and entertainment purposes. While tactics such as banner ads provide an opportunity to target online, they fail to engage consumers the way advergames can.
It's September and the college campuses are again teeming with students, which is always a pleasant sight after the dormant months of summer and especially with so many other national problems on the horizon. Last night, my wife and I were at Lehigh University in Bethlehem, Pa., to hear a lecture by author James Howard Kunstler ("The Long Emergency"). Arriving just before nightfall, we strolled through the hilly campus full of gorgeous old stone buildings, huge oak trees and bustling students off to study at the library. It reminded me quickly what a great privilege it is for anyone who can attend such a university.
In the B-to-B world, especially when you're targeting benefits managers and human resource managers from corporations with at least 5,000 employees, sending yet another #10 envelope and follow-up email just won't do the trick. These folks are bombarded on a daily basis and tend toward the purge/delete response. But they might, just might, stop for a second with high-impact direct mail, especially if it not only catches their eye, but also starts a conversation.
Direct mailers who love self-mailers love them because they're produced quickly and cost effectively, eliminate the problem of getting the envelope opened, and can really support a lot of creative that wouldn't normally fit into a typical direct mail package.
It’s fair to say we all have a place either in our homes or offices that we hope others won’t see. Whether it’s a crammed closet, junk drawer, three-car garage with no cars in it, musty attic boxes or sagging basement shelves, we all have some place that doesn’t pass Martha Stewart muster. We have just accumulated too much stuff.
In this fast-moving, short attention span era of communication, nothing embodies that high-speed, quick-hitting environment quite like Twitter. The newest social networking fad, Twitter limits all communications to 140 characters or less, giving users the opportunity to quickly hear all about NBA superstar Shaquille O’Neal’s latest thoughts on his former team, the Los Angeles Lakers, winning the NBA championship to what your mother is making for dinner.
Vegas.com thought it had a slam dunk. But the travel services Web site headquartered minutes away from the Las Vegas Strip decided to make sure. So this year, the site chose to use direct marketing techniques to promote its sponsorship of the 2009 College Slam Dunk Contest.