We commence our postcard series...
Friday, November 16, 2007
San Diego: A Tribute In Postcards
Lets celebrate our city through the voices of those who've experienced it.
We commence our postcard series...
We commence our postcard series...
Wednesday, October 24, 2007
Question for you...
Is your E-marketing program working?
Why or Why not?
Don't forget...the first five responders get a collectible stuffed lizard
Why or Why not?
Don't forget...the first five responders get a collectible stuffed lizard
Monday, September 17, 2007
What Women Want
Women as consumers are different from men, particularly when it comes to healthcare. Here are suggestions to reach and engage women:
1. Involve women in creating your messages.
Trust is a big deal, particularly when it comes to healthcare marketing. One of the most intuitive, and most effective marketing-to-women strategies is informal, interactive research providing springboards for spontaneity helps create a more transparent, empowering and compelling message your audiences (women) want to hear and trust.
2. Marketing to women successfully requires a careful consideration of their beliefs and values.
This includes:
* Strategies that connect with the causes that are important to women
* Aligning your brand and messaging to those social and community causes
* Reinforcing the role of a total wellness and lifestyle solution
3. Target women in "life stages," not "age stages."
Examples of phases can be fitness, family-centric, discovery, and seasoned. Speak to their life experiences right now, not their ages.
4. Think mother-daughter bonding.
Winning their minds and hearts means connecting with them and their influencers. Strong intergenerational influences can be found between women and their mothers, and between women and their daughters. Information and advice, especially related to healthcare, is solicited. It flows freely from one generation to another. Reinforcing this idea, Medelia Monitor Research recently revealed that 64 percent of women surveyed talk with their mothers on a daily or weekly basis. More than 41 percent say their moms are their best friends.
1. Involve women in creating your messages.
Trust is a big deal, particularly when it comes to healthcare marketing. One of the most intuitive, and most effective marketing-to-women strategies is informal, interactive research providing springboards for spontaneity helps create a more transparent, empowering and compelling message your audiences (women) want to hear and trust.
2. Marketing to women successfully requires a careful consideration of their beliefs and values.
This includes:
* Strategies that connect with the causes that are important to women
* Aligning your brand and messaging to those social and community causes
* Reinforcing the role of a total wellness and lifestyle solution
3. Target women in "life stages," not "age stages."
Examples of phases can be fitness, family-centric, discovery, and seasoned. Speak to their life experiences right now, not their ages.
4. Think mother-daughter bonding.
Winning their minds and hearts means connecting with them and their influencers. Strong intergenerational influences can be found between women and their mothers, and between women and their daughters. Information and advice, especially related to healthcare, is solicited. It flows freely from one generation to another. Reinforcing this idea, Medelia Monitor Research recently revealed that 64 percent of women surveyed talk with their mothers on a daily or weekly basis. More than 41 percent say their moms are their best friends.
Monday, August 27, 2007
5 Do's When Hiring an Ad Agency
Do determine what you need: Do you need someone to lead or someone to follow? A firm that can develop a strategy or an expert at execution? Someone to challenge your thinking?
Do notice the advertising that you admire: Look for campaigns that you think are smart or creative and find out who did them.
Do initiate a conversation: Send the agency partners a letter, an email, or give them a call. Spend a few minutes on the phone together and you'll get an immediate sense of chemistry and interest.
Do narrow your list to two or three agencies and spend time at their shop: Meet their teams. Experience their culture. Initiate conversations with people in each department.
Do invite the agency to your place to review a handful of case studies: Keep in mind that you're not looking to see if they have good outcomes to report (all of them do) but to understand the thinking behind how they arrived at their solutions.
Do notice the advertising that you admire: Look for campaigns that you think are smart or creative and find out who did them.
Do initiate a conversation: Send the agency partners a letter, an email, or give them a call. Spend a few minutes on the phone together and you'll get an immediate sense of chemistry and interest.
Do narrow your list to two or three agencies and spend time at their shop: Meet their teams. Experience their culture. Initiate conversations with people in each department.
Do invite the agency to your place to review a handful of case studies: Keep in mind that you're not looking to see if they have good outcomes to report (all of them do) but to understand the thinking behind how they arrived at their solutions.
5 Don'ts When Hiring an Ad Agency
Don’t limit your search geographically: Keep in mind you're looking for the correct fit; restricting your search from the outset to a defined geographic area is unnecessarily limiting.
Don’t screen out agencies based on size: Talented people at the helm of small agencies are likely to have more experience than mid-level staffers that would be assigned to your account at a big firm. Services not offered by the agency can be outsourced. It's the attention and ideas that matter.
Don’t make industry experience a requirement: There is a cross-pollination of ideas gained from working across a variety of industries. If you want something different, go with somebody different.
Don’t ask for speculative work: Spec creative can artificially inflate the appearance of an agency and often overstate true capabilities. The best agencies won't do it.
Don’t let a spreadsheet make your decision: A checklist or some sort of tracking may be helpful, but don't go so far as to develop a scoring system and award your account to the agency with the highest average. Not every element on your list will be of equal value and a score sheet can easily introduce an impressive-looking, but false, equation into the decision.
Don’t screen out agencies based on size: Talented people at the helm of small agencies are likely to have more experience than mid-level staffers that would be assigned to your account at a big firm. Services not offered by the agency can be outsourced. It's the attention and ideas that matter.
Don’t make industry experience a requirement: There is a cross-pollination of ideas gained from working across a variety of industries. If you want something different, go with somebody different.
Don’t ask for speculative work: Spec creative can artificially inflate the appearance of an agency and often overstate true capabilities. The best agencies won't do it.
Don’t let a spreadsheet make your decision: A checklist or some sort of tracking may be helpful, but don't go so far as to develop a scoring system and award your account to the agency with the highest average. Not every element on your list will be of equal value and a score sheet can easily introduce an impressive-looking, but false, equation into the decision.
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