Is it time to revisit the rules of business-to-business marketing? Apparently, we're not the only ones who might think so.
B-to-B Magazine recently recognized that successful business-to-business agencies are adopting more of a business-to-consumer mentality. And why not? The goal is the same in both spaces: create an emotional connection with customers to sell more stuff.
So why is it that B-to-B projects often lack the same luster as their B-to-C counterparts? Consider the integrated campaign from Pearl Izumi above as Exhibit A.
Don't ask us why we were watching the Golf Channel the other day. Maybe it was fate, because lo and behold we found the perfect metaphor for describing how to make a lasting impact in marketing. And his name is Ian Poulter.
You see, the dude's never won a PGA event in his 13 years as a pro. And he's not especially great looking. But you know what? He's making a name for himself anyway, letting his garish fashion sense and flair for the dramatic demand the attention his golf game doesn't.
We – as in agencies and clients – can all learn something by following his lead.
We always say shorter sentences are far more memorable. And, the best way to communicate a point is to use descriptive verbs over generic "to be" constructions.
Nowhere have we seen our advice illustrated as effectively as this headline:
Wow. We're in awe. 13 words. One lasting impression. Priceless.
We aren't sure why anyone would want to put their face on Micheal Jackson's body, but through the miracle of the interweb, now you can. Head on over to michaeljackson.com and put your face into the Thriller video.
By now you've all seen the DISH Network DVR ads featuring comedian Frank Caliendo, right? We'll give DISH Network credit for taking some chances and bringing in a celebrity endorser (I guess they felt pressure from DirecTV's recent campaign that reprised a few Hollywood gems), but the campaign may soon land them in some hot water.
Apparently two of the celebs, former NBA star Charles Barkley and NFL icon John Madden, have taken issue with the campaign. According to a report in CableFax Daily, a prominent cable and satellite industry trade publication: "Last month, DISH quietly asked the US District Court for CO to declare that its ad campaign featuring parodies of the 2 former athletes does not violate trademark or common law rights... DISH said it filed the complaint because Madden and Barkley reps have threatened imminent legal action over the national campaign."
This brings up an interesting thought, however. Can a celebrity sue a company over trademark infringement if the company isn't actually using their likeness? Is an imitation of a celebrity actually "likeness?" It'll be fun to watch this progress.
Most advertising surrounding developmentally-challenged individuals tries to evoke sympathy by focusing on their disabilities. But what would you get if you did the opposite – and celebrated their abilities?
A campaign that leaves a lasting impression with current supporters and attracts potential new donors. At least that's what Foothills Gateway experienced with the unique message of "I have a ____ ability" and out-of-the-ordinary imagery.
The attention-getting theme highlighted Foothills Gateway's mission of empowering citizens with cognitive disabilities and their families, while encouraging potential donors to have a "give-ability."
We were troubled by the way this marketing "professional" and judge framed up a best of show award at Miami's Addy Awards. Three Miami Ad School students knocked their ad for Ikea out of the park. But as the judge put it, these kids are creative because they don't deal with clients.
Way to implicate clients as the root cause of average work.
Last time we checked, creativity, strategy, budgets, and real life (including the people who pay you to solve problems) are all part of the deal we signed up for.
I did. I did see a blatantly unnecessary innuendo.
This banner ad on ESPN.com made me stop to look – for all the wrong reasons. Nowadays, sex sells only when it's relevant to the value of the overall brand message. Can anyone explain how positioning a heist movie like this is relevant? How this tawdry ploy invites people to participate with the product? If there's a good way to use sex as a marketing tool, this banner ad isn't it.
Burnsmarketing.com
