Blog Posts by Tag - Marketing
May 17, 2012
How to Use Timeline to Support Your Overall Marketing Activities
This is the third and final post in a three-part series designed to help you keep up with and take advantage of Facebook’s Timeline interface. In part one, we looked at the immediate changes that would alter your fan page’s look and feel. The second installment explored the new features that affect how your content is displayed on the Timeline. Now, we’re going to talk about how to fit Timeline posts into your overall marketing plan. Read More
April 19, 2012
In this second installment we’ll explore the Timeline’s Milestone, Pinning and Highlighting features. These new features place more emphasis on visually appealing content, so your content strategy should focus on graphics, pictures and videos that encourage dialogue. Read More
October 26, 2011
Time to talk to Burgess now.
Ask yourself honestly: which of these three pitfalls is keeping you from developing an effective marketing plan for 2012?
- Failure to launch: A great marketing plan takes preparation and foresight. Waiting till it’s too late can cost you dearly.
- Failure to reach: It takes extraordinary efforts to reach today’s busy, multitasking consumers and businesses. Using one single medium—e.g., TV spots, trade magazine ads or Google AdWords—alone probably won’t cut it.
- Failure to learn: Everyone knows you shouldn’t expect different results from the same tired approach. So make sure you explore new media, creative and PR ideas every chance you get.
At Burgess, we’ve helped dozens of clients plan effectively, on time and on budget. We know how to locate your best prospects, and how to talk to them persuasively. Read More
May 11, 2011
Do you have a product or service that’s just not moving? On the surface, it seems to meet a critical need, the price seems reasonable and when you tell potential clients or customers about it, they like the idea. Heck, a few have even bought once you explained it to them. Wait . . . come again? They bought your product or service when you were able to explain it? That’s when you know you have a packaging problem — a marketing and branding problem — NOT a product problem! Read More
April 27, 2011
Yes, I know we are in the age of texting. Yes, I know shortcuts in language are fairly easily understood, even by folks over the age of 30. But “somebody” forgot to tell the millions of unemployed currently looking for jobs in business that writing clearly and concisely is STILL critical to success in the workplace. Read More
March 28, 2011
Think one disgruntled customer can’t hurt your company that bad? Think again!
One-quarter of U.S. consumers are far more likely to spread the word about a bad experience or product than a good one, according to Colloquy's latest research into word-of-mouth sharing practices. Read More
March 8, 2011
ï»¿As a business leader or owner, nowhere is your brand more on the line than when you are making a speech or giving a presentation. Why? Because – for better or worse – you ARE the brand; you are a walking, living, breathing testament of exactly what your company’s brand stands for! Read More
February 28, 2011
ï»¿We see many companies today trying to chase after younger buyers, many times at the expense of what could be their core customer base. Why? It’s kind of like chasing the fountain of youth. Executives running today’s companies are in their 50s and 60s. They fear becoming dinosaurs, so in an effort to prove they – and, by extension, their companies – are on the leading edge of new sales techniques, they begin to go after a younger demo. Read More
February 16, 2011
Small local and regional companies have a predictable pattern of looking at ways to increase sales, but rarely does it include slapping their brand on an entirely new product aimed at an entirely different audience – that is, the “brand extension.” Read More
February 7, 2011
With all the hype about “what Super Bowl ad did you like the best?” “Which ads were good?” “Which ones were bad?” you might be inclined to ask, “Who cares? I have 15 employees on my payroll (or 150), and we need to sell more widgets! I don’t give a rat’s nine lives about Super Bowl Advertising! I don’t even have time to run a classified ad to replace the sales rep who left last week!”
True enough on most points. But here’s one reason why you might care. Read More
January 20, 2011
If I see any new trend in social marketing for 2011, it’s connecting the communications dots. For many companies, 2010 was the first step into expanding their e-communications:
- Companies switched from print newsletters to e-newsletters (or at least offered their clients and customers the option of getting information by email or in print.)
- Businesses dipped their collective toe into social media. They beefed up their Facebook pages, they started Tweeting and began to explore Foursquare, YouTube, blogs and other online avenues for connecting with key target audiences.
But in many cases, these first efforts were NOT always connected to each other... Read More
January 11, 2011
Let’s face it, times continued to be tough for many Maine businesses in 2010. But 2011 is already looking a little brighter. What does that mean for your business? It’s time to stop waiting for your sales to come back and start making your own good fortune! Now’s the time to step up your game to ensure your business thrives while competitors continue to stumble. Read More
October 19, 2010
In the world of branding, we often talk about “living the brand,” which is the same as “be the ball” if you relate better to sports analogies. It’s understanding that what your brand delivers is way bigger than the sum of the parts. Parts being everything from your logo to your corporate culture to how your phone is answered.
The brands you love and trust deliver good… Read More
August 25, 2010
If there’s one thing I know about branding, it’s that it needs to be authentic. This week’s example of “Smart Branding” comes directly from the second floor of Burgess Advertising!
So, what do you get when you cross:
1. A modern-day advertising Creative Director who happens to have “old school” skillswith
A TV show (AMC’s Mad Men) about the… Read More
August 5, 2010
I just read another article entitled, “The Best No Cost Marketing Available – Word of Mouth!” and I have a bone to pick with this concept. But first, let me acknowledge: referrals from current and happy customers are important. That said, if you depend solely on current and happy customers telling others to buy your product or use your service, don’t plan on busting off… Read More
July 29, 2010
If your company has been around for 5, 10, 15 or more years, you have a wonderful opportunity to mark the occasion with employees, customers and potential new customers. Anniversaries provide the perfect chance to reinvigorate your brand, reignite interest in your brand, reintroduce your brand to new markets and – if you play your marketing cards right – get free exposure for your… Read More
June 30, 2010
Can the World Cup outshine the Super Bowl for brand awareness?
A number of big traditional Super Bowl advertisers think so, including beer-favorite, Anheuser-Busch, Visa, and Coca-Cola Co. These advertising giants, along with Sony and Samsung, developed World-cup-specific television ads and let their media budgets loose to influence the 100 + million viewers for 30 days over 64 games. (For the… Read More
April 27, 2010
We are all encouraged to dive into the social media maelstrom. Get a Facebook page for your business! Write a blog! Tweet your big news!
Sure, it’s great to get information on your products and services out to potential customers and clients who turn to the web for information. But the problem with social media is that it is, well . . . social. It’s interactive. Your Facebook page and… Read More
April 7, 2010
The “Balloon Bread” is back! And, it’s every bit as healthy as it was in 1950. Yes...I said “healthy!” Or at least that’s the branding story of Wonder Bread! Here’s how it reads:
Wonder Bread, circa 1925 – the message: America’s first sliced bread.
Wonder Bread, circa 1950 – the message: fortified with 8 essential vitamins and minerals… Read More
March 23, 2010
I’m struck today about how easily we are influenced not only by what we see, read and hear, but more importantly by how it’s delivered. I ran across a statistic today: having quotation marks in your headline results in a 28 percent increase in response rate. What? You’re kidding me, right? But, what if the quotation marks were around a misstatement of facts? Does that matter?… Read More
March 16, 2010
Remember the TV commercials over the past 6 months from the “corn people” (aka the Corn Refiners Association) explaining that high fructose corn syrup isn’t really bad for you...that’s it’s just corn? Looks like the Make-High-Fructose-Corn-Syrup-Look-Benign branding project may well have seen better days.
Educated moms still don’t want their kids to ingest… Read More
March 1, 2010
Recently, here at Burgess Advertising, we’ve had two companies ask us: “How do I do viral marketing? You know, get everyone in my email address book to forward a clever video about my product/company to all his or her friends!”
We all get ads disguised as funny, cheeky videos, and we all forward the good ones.
So...how do you create a good one?
1. If you don’t have the… Read More
February 9, 2010
Honesty – quick and forthright – is always the best policy. Why then, is something so simple ultimately so difficult, and darn near impossible for large companies like Toyota?
Many of us in the communications field have been watching . . . and waiting . . . for Toyota to come clean. Especially following a published account that they have been aware of problems with the accelerator… Read More
February 1, 2010
The reality of how people choose to spend their more limited dollars in our “new” (read cash-poor) economy continues to reveal itself with each passing holiday. First, the buzz was all about retail spending around Christmas – would it be more, or less? More online or more in stores? And so on.
With Valentine’s Day just around the corner, a number of unusual gifting options… Read More
January 18, 2010
Social media is a lot more than “social.” Your interactions with clients or customers via social media forums can sometimes replace more traditional media touch points.
For example, a customer may learn what they need to know about you from your facebook fan page and skip right past your paid banner ads. But more often than not, your social media channels complement, rather than… Read More
January 11, 2010
Maybe there should be! It’s a new year! And I have a challenge for you. Between now and March 1, look at your company’s marketing efforts through the lens of holistic marketing.
What does that mean, you ask?
It means taking a 10,000-foot view of everything you do to sell your products or services – and I do mean everything. Most businesses get caught up in focusing on the price… Read More
December 28, 2009
The year 2010 will require all of us to work smarter. Working harder just won’t cut it. In the past, we’ve taken great pride in being strategic thinkers and planners. Now, we need to integrate strategy into what we actually do and how we sell.
I came across a white paper from the University of Michigan Ross School of Business entitled: “Strategic Selling”, by John Monoky… Read More
December 14, 2009
We talk a lot about what’s next: Will sales go up in 2010? Are things looking better? My question to you is: are YOU looking better? What have you done to position – or even change – your products or services to better meet the needs of your customers or clients in this nebulous “future”?
Do you get the difference? It’s not about getting ready to take advantage… Read More
November 9, 2009
I don’t know what the “new normal” is just yet, but I can tell you if you have guided your brand successfully through the past 12 months, it’s time to look out from under the covers, dust yourself off and get your business and your brand ready for 2010. Read More
October 26, 2009
Imagine a company that encourages you to give their product to Goodwill as part of their strategy to get you to buy it in the first place! Read More
October 19, 2009
Guess what? Consumers don’t want to hear about the economic downturn in your ads! So many companies are trying to hitch a sales event to “bad times” that the consuming public is beginning to feel used! Read More
October 5, 2009
We all like to think we are immune to advertising? Yeah . . . we might SEE an ad, but it doesn’t affect our buying decisions, and we don’t really READ the ads or LISTEN. Nowhere is this attitude more pervasive than when applied to how we feel about online advertising. In our way of thinking, banner ads simply exist . . . they are part of the background noise that doesn’t affect us. Right? Read More
September 28, 2009
When it comes to the Olympic Games . . . the answer may be “yes!” Advertising gurus on Madison Avenue say that selling ads and sponsorships in the upcoming winter Olympics is proving more difficult than anticipated. Read More
September 21, 2009
We all know that if you are a non-profit, you don’t want to produce anything printed piece that’s “too flashy” or “too slick”, because your members will cry foul . . . declare that their “dues” are being wasted, etc. Read More
September 14, 2009
Do you really believe that celebrities use the products they hawk? Does it really make any difference to you if Bionic Woman, Lyndsey Wager, really sleeps on a Sleep Number bed? Is THAT why you bought one? Read More
August 24, 2009
As business owners and managers, we’re busy steering the ship...worrying about bills, projections and profits, along with ways to market our products and services to keep sales trending up. Don’t forget about your most important brand asset – your employees! These are the folks talking about YOUR company – YOUR brand -- with their friends – at the grocery store, church, the kids’ school, while walking Back Cove. Read More
August 16, 2009
There are many things one can say about the federal government, but “branding expert” has NEVER been one of them...until now! The “Cash for Clunkers” program went from a wrestling match in Congress to a “see-if-it-works” first round program to an advertising slogan that appears in virtually every car dealership ad in America! Now THAT’s branding! Read More
August 4, 2009
I’m not big on advertising another group’s programs on my blog. But this FREE webinar by The Public Relations Society of American (PRSA) was too good . . . too on target . . . to pass up! (And apparently, it’s FREE for PRSA members and nonmembers alike!) Read More
July 12, 2009
Is the recession over? Have we hit bottom? Are things getting better? My personal belief is that things are, indeed, looking up, but that “things” – whatever that means – will never be the same as they were before. The economy won’t “go back” to the good times. The new “high” will be lower than it used to be. Read More
June 8, 2009
It’s one thing to have a strong brand. But, what if your competitor’s brand is equally strong? Comparison advertising might be the answer. At the national level, we’ve all seen Campbell soup go head-to-head with Progresso. And, you’ve probably seen the Dunkin Donuts ads touting the results of their national taste test with Starbucks. Finally, over the years, there have been… Read More
April 13, 2009
Every day, I see more companies filing for reorganization and protection from creditors under Chapter 11 bankruptcy law. Here’s the interesting piece from a marketing perspective: The only REAL difference for many companies in the “before” and “after” filing for Chapter 11 is that now, your customers know you are in financial trouble. Your brand has been tarnished. Read More
March 16, 2009
Sites like Facebook and MySpace can be used for fun or for serious business networking. First, for businesses who want to connect with Facebook’s core members (age 18-24), it makes perfect sense. Nationally, 59 of the top 100 retailers already have “fan” pages. These include Nike Shoes, Abercrombie & Fitch, Dell computers and, yes, Wal-Mart! (To check them out, type in, for… Read More
February 28, 2009
Book Review: Selling the Invisible by Harry Beck is the perfect pocket marketing guide for those of us in the service industry. Read More
February 20, 2009
Let’s face it, the recession has hit hard for many businesses in Maine and across the country. But, I’m a big believer that smart businesses can make money in a down economy. You see, there are two types of businesses:
1.The businesses that wring their hands and wait until the proverbial “other shoe” drops. They are virtually paralyzed . . . waiting for the bad economy to… Read More