You Get What You Pay For: Don’t Dismiss the “I” in ROI.

As an article in the February 2011 issue of Deliver Magazine noted, "There's no shortage of vendors offering something for next to nothing," and, "if it seems too good to be true, it probably is."

To those companies who continue to cut or maintain flat marketing budgets during these tough times, and the others who think they are doing just fine with reduced spends, I'd like to remind them not to forget the "I" in the ROI. While we do not want to minimize the return on any marketing investment, it is just that - an investment, which will have long-term (as well as short-term) effects on your company's goals.

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Selling Inspiration

It seems that today's corporate landscape is increasingly embracing its sense of social obligation. Whether supporting the fight against deforestation or revitalizing a small, once-thriving steel town, tapping into the human emotion no doubt reinforces the integrity of a brand.

Levi Strauss spent millions planting itself firmly in the American landscape, right there with apple pie and old Chevrolets. Having gone one step further the past year, Levi Strauss engaged consumers in its "Go Forth" campaign about rolling up their sleeves and identifying with the residents of Braddock, Pennsylvania. The approach was to relay the message that real change only comes with real hard work.

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Online Reviews: the Good, the Bad and the Hilarious

We are often being asked by our clients how to combat the dreaded bad review online. The fact of the matter is, the vast majority of online reviews are posted by people who are VERY happy, or very UNhappy (and unfortunately there's much more of the latter). People are not likely to stop and take the time to create a username and password and log in just to say they are "satisfied" with a product or service. Even if your product is amazing, one bad experience with customer service or shipping is all it takes to send someone to the web, angry words and half-star ranking in hand!

Online retailers like Amazon.com make it possible to search for products based on those with the best user reviews and ratings, so there are clear benefits to encouraging your customers or clients to post their positive feedback.

And of course, there are the types of reviews you just can't predict...

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How Chrysler Sold the Underdog Segment

...and what YOU can learn from it!

In the slew of tweets and blog posts about the best/the funniest/the commercial with the most primate extras/etc., this post is about the creative strategy that Chrysler flexed on Super Bowl Sunday and what every "underdog segment" can learn from it.

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Be True to Yourself

Are you sacrificing your core brand for the sake of being different and generating an immediate market response? Many companies are. While it's important to be innovative and fresh in your thinking – and to surprise the consumer – it's also important to understand that working within the framework of your brand is what maintains your audience's loyalty.

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