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Why Do Marketers Need To Be Patient?

It’s hard to be patient. Ask any kid who’s been told to wait for ice cream. The same applies to anyone jumping into the wild world of marketing. We all want results and we want them fast, but the truth is that when marketing we must remember that good things come to those who wait. Too often marketers forget this. Here’s what happens: An entrepreneur gets the nerve to start a full marketing campaign and begin to spend money. They tell themselves that it’ll take awhile to see the fruits of their labors, but then, after a few weeks of spending on their marketing campaign with limited response coming in, they begin to worry. It’s understandable as it’s hard to continue spending when the response isn’t there. Patience young Jedi. Keep calm and spend on. The worst thing a marketer can do is get cold feet and stop a marketing…

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How Valuable Is A Good Jingle?

I was speaking with someone this past week about his marketing campaign. His concern was that his current campaign wasn’t memorable enough to reach its maximum level of effectiveness. I asked him if he ever considered using a jingle. He laughed when I asked and said, “no, jingles don’t work”. He was wrong. Jingles are a powerful tool to help any company be memorable. Companies from MacDonald’s to Toyota have capitalized by incorporating a jingle into their marketing. A catchy jingle helps remain top of mind long after the targeted potential customer has forgotten your commercial. A well-crafted jingle incorporated into a dynamic high frequency marketing campaign will have positive results. Remember that not all jingles are created equal. If your jingle doesn’t contain a proper hook, then it will be nothing more than white noise. Like how a good song will be remembered, so too will a good jingle.…

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What Should You Beware Of With Media Buyers?

Buying media is an important part of your media campaign. Picking the right radio and television stations and is getting the best rates are essential. Hiring a media buyer or working with an agency that provides a media buying service is an easy and effective way to help maximize your media buy. But employing a traditional media buyer presents issues that you need to know upfront to ensure you’re working with the right company. It’s important to understand how typical media buyers work so that you can assess their value to your company. Most media buyers have junior staffers who work directly with the radio and television stations and are responsible for negotiating rates for their clients. These juniors handle multiple accounts and are buying at gross rates. The agency then keeps a 15% commission. Since the buyer is usually younger and in a junior position and has multiple accounts,…

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Change The Mascot – Washington Redskins

A few months ago I wrote a blog on why the Washington Redskins need to rebrand. My opinion hasn’t wavered, and I continue to believe that the term “Redskin” is incredibly offensive. I am baffled by why the team continues to stand behind such a negative racial slur. Obviously I’m not the only one. Recently, the Oneida Indian Nation launched a campaign entitled “Change The Mascot”, which illustrated why “Redskin” isn’t a term of endearment but an offensive, derogatory slur. They produced a formidable video, speaking in the first person, which asserted that never once have any Native American referred to them as “Redskin”. Commanding and moving, the video summarizes why the team’s name must be changed. The video is a prime example of how powerful the medium is. The right visual and music mix can create a dominant message that can illustrate a point far more effectively than simply…

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When Is The Right Time To Start Marketing Your Company?

The question I get asked most often is “when’s the right time to start marketing my company/product”. Entrepreneurs from all sizes of companies ask. Owners of startups and companies that have been around for years ask. The truth is, regardless of what type of business you’re in, or how long your business has been operating, the answer is the same: the best time to start marketing your company or product is right now. Every company wants to grow their business and marketing is a key tool in accomplishing this. With each day that passes, competition with a focus on their marketing increases, and they strive to do everything within their power to take as big a market share as possible. Business is a battle, and each day without maximum effort to grow diminishes your opportunity to do just that. Marketing is an essential tool to growing any business. An effective…

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