My Marketing Thing

Free How-Tos

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Blink and the trouble with market research

I always thought Coke and Pepsi tasted pretty much the same.   When I read Malcolm Gladwell’s book ‘Blink – The Power of Thinking without Thinking‘ I realised just how close they once were – but are not anymore. All because of the roller coaster ride Coke took with market testing. Mini-commercial: In my previous post about market testing your promotional concept, we looked at the different popular approaches people take to market test their business names or logo designs – without spending thousands on...

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Market testing your promotional concept

The last post about briefing your logo designer prompted a great comment.  It was actually more of a query: How do you know that your logo is going to appeal to your target market?   The short answer to this question is: test it on them. Now, there is testing and there is testing.  You need objective feedback from those who are likely to buy your service or product. But how do you go about getting this objective feedback about your new logo – or...

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Briefing your logo designer

Following from my previous post on logo basics even some graphic designers forget, here are some things to consider when approaching a graphic designer to create a logo for you. But before we start…   Why give your logo designer a brief? A friend of mine recently approached a graphic designer to create a logo for his new business.  He told the designer the name of the business and described the service he provided.  Then he said, ‘Go for it’ – i.e. the designer was...

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Logo basics that even some graphic designers forget

A good logo is a simple one.  That doesn’t mean designing a logo is simple.  In fact, it’s the crème de la crème of graphic design. Your logo – as simple and sweet as it may be – needs to do a number of things: reflect your business accurately work logistically in every format look different from everyone else be appealing to the folks you want to reach   Because of all these considerations, it is a good idea to hire a graphic designer to...

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3 nifty ways to inspire people to read your newsletter

It was winter.  I was editing….over-hauling….a newsletter article for a client. Rubbing my icy hands in front of my computer monitor, I stared at the sensible health advice before me.  It was very sensible and it was very dull.   The article was about protecting yourself against the dreaded flu.  And it was particularly dreaded that year.  The Swine Flu had been around for a few weeks (Australia still had warm weather when it hit in the Northern Hemisphere).  With winter now rolling in, Australians...

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3 things people forget about a new business name

A client recently got in touch about finding a name for a new business.  The staff brainstorm had already happened back at the client’s office.  You could have called it a tsunami.   The client wanted my feedback on their ideas. The staff had obviously gone through every thesaurus on the planet. They had also given their best college try to be fun and creative. But my feedback changed everything. The team had started off well. A pretty thorough job had also been done on...

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Is Twitter really that important?

If you are my 69 year old retired mother, I’d have to say that Twitter is not vital.   If you are a corner grocer in an outer suburb, it’s possible that putting the majority of your promotional energy into Twitter might not be the most productive step. Just in case you are unsure about what Twitter actually is (and, no I won’t titter at your bemusement, because in some ways I’m still working out what Twitter actually is): Twitter is an online social marketing...

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Christmas Marketing Challenge

(feel free to mosey through to My Cartoon Thing for some other Christmas cartoons)   YOUR CHRISTMAS CHALLENGE: Put marketing in perspective during this holiday season.   “But surely it’s impossible!” you cry. I understand. Christmas is the time when marketing activity is at its most overwhelming. And it seems to get more intense with every year. But we live in a consumerist society. If people don’t buy, we don’t eat. So how much is too much? Could saying less possibly be more? How can...

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Beware of trigger-happy rebranding

  I did this ‘Rebranding Christmas’ cartoon (above) for my other blog site: My Cartoon Thing.   But I want to tell you about where the inspiration came from. It was a conversation with a client who was about to make a very serious marketing mistake. The butt of the joke in the cartoon is the notion that Santa feels the need to rebrand Christmas.  The elves look less than inspired by the process.  Who can blame them? I looked much like one of Santa’s...

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Choosing your Twitter name

Are you pleasantly intrigued by all this Twitter squawking?  Or are begrudgingly forcing yourself into it because you want more online presence?  Either way, it’s best to get your foundation right so you can soar on this blue-hued site.   What is the first step to setting up your Twitter profile?  Choosing your Twitter name.  And this is important.  I’ve done the research.  So here are ten tips to help you in the virtual aviary: 1. Letters, numbers, etc. Your username on Twitter can consist of...