Posts Tagged ‘marketing’

Yanking Youth – Advertising to Teens

October 20, 2013 by
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  I’m at the mall. An American term. Actually it’s Chadstone. Mecca for merchandise. One of the leading shopping centers in the world and an Australian commercial icon. Promoted as ‘the fashion capital’, it’s not hard to see why.   Chadstone swells with a throng of people. Self-conscious about what they are wearing, how they [...]

When the Fan gets Dirty – How to handle a Marketing Disaster

October 20, 2013 by
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It’s 1991. No one returns my calls. No-one books in work. Whole industries contract like the arms of an Octopus, retreating into its cave. The bitter wind of economic slow-down blows in our faces and nervousness permeates the air.   From running a small, but tidy market research company, I find myself up to the [...]

What else could I do? Why Marketers love their competition

October 20, 2013 by
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  I’m at a Networx function, sipping a beer and chatting with Frank Chamberlain, who writes for this esteemed publication regularly. We’re talking about the pitfalls of penning a piece without a decent brief, when I notice to my right a woman who is staring at me.   Being a well-brought-up boy, I put my [...]

Simple and to the Point – How to Market Simply and Effectively

October 16, 2013 by
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I’m at Byron Bay. Mecca for the socially aware. Spending a couple of hours with an old mate who has taken every holiday over the past ten years here. He bought a ‘bit of property’ every time he visited. He now owns a fair few spots, shops, farms, apartments. He decided to retire, in his [...]

Selling to the Stronger Sex – Advertising targeted towards Women

October 16, 2013 by
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This is a huge chasm I’m trying to stretch my tiny brain across. The gap between  selling to chicks and selling to blokes. The massive variant between how women generally think and how men do.   I neatly side step the issue of ‘You’re a bloke, what the F would you know?’ by engaging in [...]

Selling it like it is – Why selling is so important to Marketing

October 16, 2013 by
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I’m in Greville Street, Prahran, Melbourne – heaven for the hip.  Everything is so correct, it’s almost not. The right looks, going into the right stores, buying the right things, taking them home in the right cars.   The people on the footpath are half my age. Most beautiful. Skinny little bodies bouncing along full [...]

Secret Men’s Business – Marketing and Advertising to Men

October 16, 2013 by
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Last month I wrote about Selling to the Stronger Sex: Women. That was an interesting experience. I bonded with a bunch of women over lunch, heard some great funny stuff about men, agreed with the women in most cases, wrote about it, got nice emails about how it’s about time a male was sensitive to [...]

PSM – Professional Services Marketing: Marketing Under Water

October 16, 2013 by
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I order the calves liver, rare. Bottle of young Pinot, green salad. We’re sharing the oysters ‘cause there’s five varieties and both of us are wondering what makes a Cockle Bay oyster any better or worse than a Coffin Bay one.   I’m lunching with one of my favorite comrades in arms who runs a [...]

Old Hat, This E-Stuff – Advertising and Marketing in a Digital Age

October 16, 2013 by
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The wonderful thing about e-marketing is you’re almost never paying for the media itself. It’s this that causes so much angst, so much intrigue, so much bull. And here I am again, sitting up to my arms in it.   I’m actually sitting at Coast, aptly named for Sydney, because it can’t see any. In [...]

Advertising in Fashion Magazines – It’s a Rag Mag World

October 16, 2013 by
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People, particularly women, love magazines. They are a world unto themselves. For a moment, you can be JLo, Nicole or Kylie. You can find out how to make love, to make coffee, to make your house over, to make yourself rich and famous, all in the one magazine. They are often very beautiful. They are [...]

How Marketing can effect corporate Culture

October 16, 2013 by
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I’m sitting at my kitchen table, discussing the difficulties of digging a pool in my back yard with three men from the pool company and the conversation is getting heated. Incredibly, even though they do pools in Hawthorn, on our hill all the time, (and haven’t hit rock) they did not calculate in their quote [...]

How to Market Pharmaceuticals

October 16, 2013 by
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I’m twenty-five. It’s early mid-morning. I’m wearing a Tweed jacket, grey flannel trousers, brogues. It’s the mid eighties, after all. I arrive on-time. I’ve even combed my hair, God rest it’s soul.   I sit there patiently. I read through a Women’s Weekly. A No Idea. A B RW. I can remember Alan Bond’s face [...]

How to do the right thing – On Ethics in Advertising and Marketing

October 16, 2013 by
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It’s 7.50 am, I’m watching the box for the weather, the ads come on. A cute looking guy (editor has deleted his name, as we might get sued) with blue eyes, thick black hair and a square jaw (I think he had a cooking show once) is walking through a farmers market. He says this [...]

Disclaimed to Death – Avoiding Advertising Disclaimers in Advertising and Marketing

October 16, 2013 by
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The publishers of this magazine do not share, nor take any responsibility for the expressed or implied opinions of the writer. The publishers seek to portray fair, open and mature discussion of marketing and related subjects and seek to distance themselves from the potentially juvenile or destructive attitudes, opinions and purported facts expressed by the [...]

An oldie but a goodie – Marketing to 50-somethings

October 16, 2013 by
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I’m out fishing with Don. He arrived at 5am. Because he’s “Not sleeping too well, and it’s going to be a beautiful day, and you can sleep when you’re dead and why do you need much sleep, you work in advertising and what do you do all day but go to lunch anyway?”   So [...]

Selling to your Father – Marketing to 60 +

October 16, 2013 by
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I’m at The Hyatt, all glitz and glamour and ordinary food. It’s a lunch organized by the Australian Institute of Company Directors and there’s some 400 of them crammed in.  The subject is Marketing and the Role of the Board and Sir Rod Carnegie is speaking. He’s about 80, has 3 or 4 degrees, has [...]

Where’s the fizz – How to Market Alcohol

October 16, 2013 by
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I’m at the opening of an art gallery. Well, it’s a show of an artist; they just call it an opening. I’m a bit uncomfortable. I look at the stuff on the walls. It’s lots of pictures of teenagers, naked, some having sex, stuck together like a school project, selling for $20,000.00 a pop. I [...]

Who’s who in Marketing land?

October 16, 2013 by
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Marketing Mag. So far you’ve half-read three or four articles, found out a bit about design or telemarketing, noticed a couple of ads, taken in a few jokes. Now you’re at the end where they shove the chewy stuff. Nothing smart here. If you want to improve your IQ, move on McDuff. This bit’s bog [...]

Pimp Your Life- How to Advance your Marketing Career

October 16, 2013 by
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You walk in to the office. You’re a minute or so late. You’re hot and bothered from racing to get there. Your feet hurt already. The coffee machine is broken, so you can’t have one. You get to your desk. There’s a yellow sticky note on your PC that asks you to come to a [...]

Joint Advertising – Cross Marketing

October 16, 2013 by
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In search of the perfect marriage - I’m sitting spinning on my ‘directors’ chair, drumming my fingers, scheming up something evil I can suggest to a client, to rip more precious lucre from their customer’s plastic accounts. And I’m wondering what lunch might look like, who I’m having it with. I’m bored, of course.   It’s [...]

The Career of being a Marketer

April 01, 2011 by
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And Nobody Likes You, Either - As a member of the most miss-understood, maligned profession in the world, here’s something to make you even more convinced you chose the wrong job. There you are, bag in hand, shoes hurting, dress too tight, sliding up just that little bit more than you would ever want. Tiniest beads [...]