Best Buy’s health tech offerings to aging consumers seem to be similar to Life Alert's tech — a button device, mobile and app options, and a call center. So Best Buy Health’s creative challenge will be to make remote health tech seem cool — or at least not laughable.
Harry’s is what’s now classified as a direct brand. But is traditional direct marketing more powerful? Politically correct or not, “It ain't over till the fat lady sings” reminds us that the piece we write today may be chuck full of insight and wisdom now, but demands a fresh new look only a few milestones down the road.
Some recent and mildly frustrating interactions with young marketing colleagues started me wondering about the amazing mentors whose generosity and wisdom shaped my own career. What’s happened, I asked myself, to the time-honored practice of mentoring?
James W. “Jim” Prendergast was literally a direct marketing legend in his own time. More than a decade before his death, the Direct Marketing Club of New York named the golf outing he created “The James W. Prendergast Direct Classic.” Prendergast spent his career working in and giving back to the direct marketing profession. He passed away on Friday. He was 86.
What is it about these buzzwords that speak to the marketer’s soul? Marketers use emotion to get consumers to buy products and services, so it may stand to reason that marketers use the language among themselves. Buzzwords, after all, tap into emotional centers in the right brain, says Harvard Business School professor Nancy Koehn in a 2014 article in the Atlantic.
I’ve been thinking about emotions more than usual lately. Maybe it’s the type of direct mail I’ve been reading lately that sparked it. Swedish direct marketing entrepreneur Axel Andersson and Seattle direct marketer Bob Hacker identified the seven key copy drivers that persuade people to buy a product or service, or to join a cause.