Posts Tagged ‘strategy’

You Need It, and It’s More Important Than Social Media

Monday, April 5th, 2010
Image representing iPhone 3G as depicted in Cr...
Image via CrunchBase

I hardly listen to the radio anymore. Since purchasing my iPhone about 18 months ago, I spend my time listening to podcasts centered on the specific topics that interest me. A friend and I tried our hands at podcasting several months ago, but the effort quickly fizzled because we really didn’t have much of a strategy before diving into the deep end. However, now that Parc Entertainment is transitioning into Red Fox Media, I am going to give podcasting another go. I am currently working on developing a format and a strategy, so that this venture won’t drift as aimlessly as the last one.

I’m curious to know how many of you currently host a podcast. Why did you start podcasting? What results have you seen from your efforts? What lessons have you learned? One of the shows I listen to is the Internet Marketing Podcast. A recent episode centered on podcasting and featured an interview with Cliff Ravenscraft, one of the web’s leading authorities on podcasting. He offered some great insights on why podcasting is important and how it can be used to build a brand.

What thrills me about the age in which we live is that there are so many resources now available to marketers that can help build an audience. Social media, online video, podcasting, blogging, e-newsletters – in essence these tools have leveled the playing field somewhat, allowing the smallest of businesses to be heard. But one of the main lessons to take away from my brief foray into podcasting thus far is this – regardless of the medium, a successful marketing campaign is based on a solid, pre-produced strategy. You need to know what your goals are going in. You need to know what it is you want to say. Otherwise, the greatest marketing tools will not be able to help you build your brand.

With that in mind, what are some of your favorite marketing tools? What tactics have proven most successful to your business?

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Here’s the Pitch – Squirrels on Scooters

Tuesday, April 14th, 2009

My brother Steven turned me onto this spot from American Airlines and I thought I would share it here. I think this spot works for a number of reasons:

  1. Premise – It’s a simple idea: a film producer trots around the globe with her eccentric director scouting locations for a film. She’s exhausted, but because of American Airlines new international business class, she can enjoy some much-needed rest while traveling the world. In your own marketing and advertising efforts, keep your strategy simple and on point. Find that key selling point you can wrap a campaign around.
  2. Problem & Solution – Notice how the commercial sets up a need: busy world traveler wants some quality rest. The solution is the new international business class from American Airlines, which offers seats that can transform into a small bed.
  3. Characters – The eccentric, quirky film director is stereotypical, yet funny and memorable. Even in a thirty-second spot, characters are important.
  4. Pacing – The cuts are quick, but they don’t confuse the viewer. And they add to the humor in the spot. The style of edit should match the subject matter of the piece and support the mood you’re trying to achieve.
  5. Comedy – The movie is about Parisian squirrels who ride scooters. The premise of the movie is irrelevant to the overall strategy, but it provides the quirky comedy necessary to help the spot stay memorable.

And as always, feel free to leave your impressions on this commercial in the “comments” section.

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