Thursday, July 8, 2010
Sunday, August 16, 2009
Ogilvy 101 | August 16, 2009
I've just returned from a week in Baltimore and personally confirmed that the economy is bad all over - not just in South Florida. Reconnecting with a number of colleagues, former clients and friends provided the unfortunate validation that times are tough all over. Advertising agencies are laying off people for lack of clients and project work. Mergers and acquisitions are top of mind - a necessary evil for survival.
But don't despair. The times, they are a changing. Those companies and brands that can weather the economic storm will soon prosper again. Although tough for a business owner to comprehend during these times, increasing advertising and marketing expenditures will actually provide a greater return on their investment (thank you David Ogilvy). It's a simple strategy, when most companies are shrinking their advertising and marketing expenditures, there is less share of voice. Those advertisers who maintain their advertising (or better yet, spend more) will gain a disproportionately higher share of voice. This is a proven strategy, time and time again. Something to think about.....
Yours in Evolution,
SJ
But don't despair. The times, they are a changing. Those companies and brands that can weather the economic storm will soon prosper again. Although tough for a business owner to comprehend during these times, increasing advertising and marketing expenditures will actually provide a greater return on their investment (thank you David Ogilvy). It's a simple strategy, when most companies are shrinking their advertising and marketing expenditures, there is less share of voice. Those advertisers who maintain their advertising (or better yet, spend more) will gain a disproportionately higher share of voice. This is a proven strategy, time and time again. Something to think about.....
Yours in Evolution,
SJ
Tuesday, May 26, 2009
The E-volution | May 26, 2009
Change - (chaynj) v.
1. to make or become different.
2. to pass from one form or phase into another.
3. to take or use another instead of.
4. to go from one to another.
Coupled with Darwin's Theory of Evolution, these Oxford American Dictionary definitions parallel my company philosophy of Brand Evolution - the need for brands to constantly reinvent themselves due to environmental, societal or situational change. Brands that are responsive to today's ever-changing environment will be positioned for sustained and continued growth.
This simple concept has never been more important or relevant. Brands that sit idle and watch the world quickly change around them without adapting will soon be extinct. This is not meant as a fear tactic but a rallying call for companies to position (or re-position) themselves based on market conditions and key indicators.
Today's marketing communications channels are constantly changing - there is no argument that social media has become the new buzz. Who would have thought that twitter would become a household name in only a few short months. Viral and peer-to-peer marketing has changed the way many companies are doing business. Traditional advertising such as print, radio, television, and outdoor can no longer be considered effective stand-alone mediums without the integration of non-traditional channels such as interactive marketing (permission-based emails, blogs, content-rich websites) and social media (twitter, facebook, linkedin). The world is changing right in front of our eyes - either we choose to open them or they might remain closed forever...
1. to make or become different.
2. to pass from one form or phase into another.
3. to take or use another instead of.
4. to go from one to another.
Coupled with Darwin's Theory of Evolution, these Oxford American Dictionary definitions parallel my company philosophy of Brand Evolution - the need for brands to constantly reinvent themselves due to environmental, societal or situational change. Brands that are responsive to today's ever-changing environment will be positioned for sustained and continued growth.
This simple concept has never been more important or relevant. Brands that sit idle and watch the world quickly change around them without adapting will soon be extinct. This is not meant as a fear tactic but a rallying call for companies to position (or re-position) themselves based on market conditions and key indicators.
Today's marketing communications channels are constantly changing - there is no argument that social media has become the new buzz. Who would have thought that twitter would become a household name in only a few short months. Viral and peer-to-peer marketing has changed the way many companies are doing business. Traditional advertising such as print, radio, television, and outdoor can no longer be considered effective stand-alone mediums without the integration of non-traditional channels such as interactive marketing (permission-based emails, blogs, content-rich websites) and social media (twitter, facebook, linkedin). The world is changing right in front of our eyes - either we choose to open them or they might remain closed forever...
"Life moves pretty fast. If you don't stop and look around once in a while, you could miss it."
- Ferris Bueller, Ferris Bueller's Day Off (1986)
Sunday, April 26, 2009
Seth Godin's Blog - April 23, 2009
What you say, what you do and who you are
We no longer care what you say.
We care a great deal about what you do.
If you charge for hand raking but use a leaf blower when the client isn't home
If you sneak into an exercise class because you were on the wait list and it isn't fair cause you never get a bike
If you snicker behind the boss's back
If you don't pay attention in meetings
If you argue with a customer instead of delighting them
If you copy work and pass it off as your own
If you shade the truth a little
If you lobby to preserve the unsustainable status quo
If you network to get, not to give
If you do as little as you can get away with
...then we already know who you are.
We no longer care what you say.
We care a great deal about what you do.
If you charge for hand raking but use a leaf blower when the client isn't home
If you sneak into an exercise class because you were on the wait list and it isn't fair cause you never get a bike
If you snicker behind the boss's back
If you don't pay attention in meetings
If you argue with a customer instead of delighting them
If you copy work and pass it off as your own
If you shade the truth a little
If you lobby to preserve the unsustainable status quo
If you network to get, not to give
If you do as little as you can get away with
...then we already know who you are.
Sunday, March 8, 2009
The E-volution | March 8, 2009
Seth Godin's (aka the father of Permission Marketing) latest book, TRIBES, has provided me with solace and comfort in these uncertain times.Excerpt from Tribes: A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have joined tribes, be they religious, ethnic, political, or even musical. It's our nature.
The Internet has eliminated the barriers of geography, cost and time. All those blogs and social networking sites are helping existing tribes get bigger and enabling new tribes to be born. Who is going to lead these tribes?
The Web can do amazing things, but it can't provide leadership - that has to come from people who have a passion about something.
Seth Godin is also the most popular business blogger in the world. Visit www.SethGodin.com and click on his head to read his blog.
Friday, January 16, 2009
The E-volution
Social networking has been the marketing buzz of the industry. Popular sites such as Facebook have grown exponentially - a great way to reconnect with high school friends who you've completely lost contact with over the past 20+ years. LinkedIn is another online networking site for professionals. The most recent addition to the mix is Twitter - following and being followed by others - still too new to tell its true potential and impact.
What these sites provide in their own way is fulfilling the need of connection in people's daily routines. The Internet has proven to be an invaluable tool for constant contact in a non-threatening manner. It allows the user the ability for self expression through myriad tools such as profiles, photo libraries, icons, groups, etc.
I look forward to the continued progression of this evolving medium and how marketers will ultimately find measurable value by participation and engagement.
SJ
01.16.09
Wednesday, December 31, 2008
The E-volution
I've decided to start a blog as a mechanism for sharing information and networking among my clients, colleagues, friends and prospects. As I sit behind my monitor contemplating a memorable and thought-provoking opening statement for my first blog..... I've come up with absolutely nothing. Nada. Zip. What an unimpressive start to an innovative and technologically-savvy endeavor for SethJoseph & Co. :-(
Inspiration comes from within however this is truly affected by environmental and societal changes. My lack of inspiration at the moment is a direct result of the Bernie Madoff scandal that has taken its toll on thousands of people locally, nationally and internationally. To think that one human being can intentionally wreak such turmoil and despair in the vicinity of $50 billion is inconceivable. This goes well beyond those extremely affluent who were directly affected. The lasting effect is much deeper - how about the house cleaners, landscapers, and small businesses that depend on these wealthy customers such as jewelry stores, retail stores, restaurants, etc. They say it will take a generation to make up for the losses - how can he live with himself???
As the SVP of Marketing & Campaign for the Jewish Federation of Palm Beach County, our fundraising efforts will be directly affected by the Madoff scandal. More than 1/3 of the membership at the Palm Beach Country Club had investments with Bernie Madoff. This will have a direct correlation to a number of decreased gifts among our critical Major Donors - an anticipated loss of several million dollars in donations. The decreased campaign will impact program budgets and direct allocations for critical social service needs. It will also impact staff positions in an industry that was historically immune to market volatility. Innocent people who have devoted their careers will soon be out of jobs due to the selfishness of one individual. How can we let this happen?
History is history and I am confident we will rise above it all but this comes at a huge cost. Thousands of lives will be adversely affected in the aftermath and I've already had a number of sleepless nights thinking about the ramifications. Our community, the national economy and the Jewish world cannot afford this right now but we must forge forward - collectively we will persevere.
We have to...there is no choice.
SethJoseph
12.30.08
Inspiration comes from within however this is truly affected by environmental and societal changes. My lack of inspiration at the moment is a direct result of the Bernie Madoff scandal that has taken its toll on thousands of people locally, nationally and internationally. To think that one human being can intentionally wreak such turmoil and despair in the vicinity of $50 billion is inconceivable. This goes well beyond those extremely affluent who were directly affected. The lasting effect is much deeper - how about the house cleaners, landscapers, and small businesses that depend on these wealthy customers such as jewelry stores, retail stores, restaurants, etc. They say it will take a generation to make up for the losses - how can he live with himself???
As the SVP of Marketing & Campaign for the Jewish Federation of Palm Beach County, our fundraising efforts will be directly affected by the Madoff scandal. More than 1/3 of the membership at the Palm Beach Country Club had investments with Bernie Madoff. This will have a direct correlation to a number of decreased gifts among our critical Major Donors - an anticipated loss of several million dollars in donations. The decreased campaign will impact program budgets and direct allocations for critical social service needs. It will also impact staff positions in an industry that was historically immune to market volatility. Innocent people who have devoted their careers will soon be out of jobs due to the selfishness of one individual. How can we let this happen?
History is history and I am confident we will rise above it all but this comes at a huge cost. Thousands of lives will be adversely affected in the aftermath and I've already had a number of sleepless nights thinking about the ramifications. Our community, the national economy and the Jewish world cannot afford this right now but we must forge forward - collectively we will persevere.
We have to...there is no choice.
SethJoseph
12.30.08
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