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What’s Your Competitive Advantage?

You want to start a marketing campaign. The time is right, you have the funds (and the courage) and you’re ready to go. Stop. Take a deep breath. Now ask yourself this very important question: What is your company’s competitive advantage? Do you know the answer? What makes your company different from your competitors? What makes you a competitive choice? It could be the value proposition, a proprietary piece of technology or history in the industry. If you own a restaurant it could be a special ingredient that makes your pizza taste better than others. Or it could be the…

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What 3 Things Will Make Your TV Commercial More Effective?

You paid a marketing agency a lot of money (in many cases too much money) to create a television campaign for your company. They developed a clever concept, arranged a big production, purchased a multi-station media buy, and made promise after promise about how your business was going to grow exponentially. Sometimes they’re right, boom goes the dynamite and your sales have increased tenfold. More often than not though, the end result is a minor short term increase in sales, followed by a nasty hangover where after the phone rang a bit all you’re ultimately left with is a fancy…

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The World Keeps Getting Weirder: Little Caesars Pizza

The marketing world keeps getting weirder and weirder. It’s almost as if marketing agencies are trying to one up each other, seeing who can get their clients to agree to task them to create the strangest campaigns. It’s like a bizarre version of dare. I’ve been fixated on this trend for a while, evident in my past blog post (When Did Weird Become The New Normal – http://bit.ly/1iJTUua). So with that trend in mind, I’ve created an ongoing series of blogs of strange commercials. The latest company to “drink the weirdness kool-aid” is Little Caesars. Gone is the cartoon logo…

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Why Is Social Media Perfect For Customer Service?

Marketers love social media. They love the fact they can have ongoing communication with potential customers. This continuing dialogue can highlight products and their value. A great marketing campaign can go viral and get in front of millions of people at a fraction of the price of a traditional marketing campaign. Social media can also be a black hole of wasted effort, where marketers devote a significant amount of time to social campaigns that don’t go viral or convert into paying customers. So, once we understand that social media is the great unknown, a place where companies don’t always get…

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Why Is It Important To Always Think Like A Customer?

My father, Joel Matlin, is a very smart guy who’s had a good amount of success in various business ventures. The first thing he taught me about business was to always think like a customer. That mantra’s gotten him very far, and it’s one I try to incorporate in every business endeavour I take on. In regards to marketing that rule applies because all successful marketing ventures have been created with the customer in mind. As marketers, our goal for any campaign is to increase our clients’ sales and branding. We spend huge amounts of time constructing dynamic marketing campaigns…

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