Business success has long been founded on making products that make people happy and making people happy about products. For most, the driving vision and mantra has been: Make people happy with my product and service and they will come back for more.
I was horrified by ISIS and the beheading of journalist James Foley. And further appalled at the beheading of a second American journalist, Steven Sotloff. This was the headline of The New York Times online lead story: "Obama Enlists 9 Allies to Help in the Battle Against ISIS"
What triggered this column was the Adfreak Daily Newsletter from Adweek with the following headline: "Lego Ad's Little Darth Vader Is Less Charming and Cute and More Completely Evil." The story featured the most gawd-awful, gross, repulsive TV spot for children's products I have ever seen in 78 years on this planet.
The Green Marketing Award is not about marketing environmental products, services or causes. Rather, it's about how efficiency and sustainability—and profitability—are incorporated in a successful marketing campaign. This year's winner was Vestas Wind Systems (Arhaus, Denmark). The business-to-business campaign, targeting large-company executives at 23 Fortune 1000 firms, was remarkable in how it used market research, social media, direct mail and digital media to provide a truly personalized campaign to convince companies to consider wind energy as a power source for their operations.
The Direct Marketing Association (DMA) last night presented its 2011 International ECHO Awards during a ceremony hosted by standup comic Greg Proops. DMA presented a total of 80 ECHO Awards to multichannel direct marketing campaigns from all over the globe.
Before you casually expand your product line, it is imperative to think through the possible collateral damage.