February 7, 2013•
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Report: B2B Marketing Priorities and Spending Forecast Revealed
As the owner of a full-service marketing agency, I’ve worked with companies in every industry of every size. Over 20 years I have found some common missteps that reoccur in many organizations, which I have translated into key learnings that can guide the way you approach marketing. They sure do for my organization. Below you’ll find a snapshot on each of my five “truths” of marketing.
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Has anyone else noticed lately that almost all insurance advertising has taken a turn towards humor? Did companies finally get the memo that insurance is confusing and boring to the average consumer? Geico, with their Gecko, the cavemen, and the sarcastic spokesman seem to have paved the way for Allstate, State Farm, and Progressive to break free of the shackles of insurance advertising stigma in the mainstream markets. The tactic now is, simply, get everyone’s attention, give them a crumb of incentive, get them to giggle, and you can fill them in on the specifics later. Even Nationwide has joined the humor ranks, although they adhere to educating the consumer in the process (using a quirky spokesman to define insurance terms).
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Just days away from the 10th anniversary of the September 11th terrorist attacks, most of us are reflecting on the events that transpired that day and how they’ve affected our lives. It would be hard to find someone over the age of 15 who doesn’t remember where they were when they first heard the news. In my case, “heard” was quite literal, as I sat at my desk in a Manhattan ad agency located several blocks north of the World Trade Center. My colleagues and I heard the first plane strike the North Tower, and watched everything unfold from the window of the CEO’s office, simultaneously tuned into the TV reports of what we were witnessing first hand.
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Scott Cooper Associates is an award-winning branding, advertising and marketing services agency.
