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September 18, 2007
Las Vegas spends roughly $84.4 million annually to advertise itself to the willing. How can they be sure they're hitting the right target audience? Thanks to the creation of "What happens in Vegas, stays in Vegas," it might be the advertising industry's best kept secret.
Some might believe that Las Vegas has hit an identity crisis. It has tried to be something to everyone and struggled to find its image. How can it possibly be a gambler's fortune, a family adventure, a paradise for bachelor parties, a lovers' get-away, a tour group's dream, and a great place to live, play and work all rolled up into one?
It depends on who you ask.
As with any marketing strategy it's important to first identify your target audiences. Yes, it can be plural. But make sure you market the right message to the right customer. Quality over quantity is key... you don't have to be everything to everyone.
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September 6, 2007
It's official.
Madmen is doing all it can to restore the good name of scripted television. Like some delicious indulgence in an age of PC-ism, AMC's new breakout show harkens back to an era when advertising was more an art form to be savored and appreciated than a momentary interruption during another mind-numbing episode of "The Biggest Loser" or "Jerry Springer." In this pressure-packed, late night, scotch and cigarettes, cad and cad-ette world, some of the greatest advertising brilliance was, ahem, conceived.
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September 6, 2007
PROGRAMMING NOTE: The following should in no way be interpreted as a political endorsement. It is merely an observation. We'd like to wish new White House press secretary Dana Perino good luck. You're going to need it. The White House has announced that Tony Snow's last day is Sept. 14. We're not here to comment on the performance of the past press secretary to President Bush, or the past-past press secretary, or even the past-past-past press secretary, but merely to acknowledge it has to be one of the toughest PR jobs in the land.
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September 6, 2007
Nintendo has taken the world of gaming consoles by storm. With a firm understanding that players want more immersive and original game play, not merely flashy graphics, Nintendo introduced the Wii and targeted a much broader audience than any of its competitors. The result... demand that until recently has required waiting in line for hours each week for the mere chance of putting your hands on your very own Wii. And even more impressive, Wii sales have overtaken the Microsoft Xbox 360, which has been on the market for almost a year longer. Further proof of the Wii's popularity rests in a new social phenomenon – the Wii party. The online party planner Evite has capitalized on the trend with special Wii invitations, menus, and even decorating tips. So now it's cool to get together with friends and play video games. And all this success surrounds one simple, yet crucial, concept... something we call insight.
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September 6, 2007
It happens to the best of us – even the pros here at Burns Marketing Communications. Major brain blockage and a deadline breathing down your neck. You need the big idea, and you need it fast. But you can't force creative inspiration to happen, can you? Well, sometimes you don't have a choice. Jack London once said, "You can't sit around and wait for inspiration. You have to go after it with a club." A recent article by Gwyneth Dwyer offered 10 Innovation Ideas When You Are on a Deadline:
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September 6, 2007
And the whoops of the day goes to the German company TrekStor, who tripped into a multicultural morass with the name of their latest MP3 player - the i.beat.blaxx. (They quickly renamed the product to simply blaxx.) Thing is, the multicultural aspects of a name are just one or many vital considerations during a naming exercise, a process that a Ford executive recently called "one of the most arduous and crappy tasks that an organization ever has to do."
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September 6, 2007
That statement could be the death sentence for some great advertising that is well-researched, on-strategy, and creatively executed... advertising that would get results. But remember, the neighbor isn't the target for the campaign. Nor is he aware of the competitive environment, industry trends, communication objectives, or creative rationale. He knows how to fix your lawnmower, not your marketing.
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