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It’s impossible  absorb a simple fact: as consumers, we’re exposed to over 3,000 marketing messages a day.

It’s my weekly plan to pick out one of the 21,000 that sticks — for some positive or negative reason. There’s a lesson to be learned and feedback to provide — both as a consumer and as a consultant. This compiled page provides excerpts of all weekly postings. For a full read, please click through any title you wish.

If you have campaigns you’d like reviewed (seen or heard, not created) drop a note here.

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How to spot #digitaljunkmail on Twitter

Posted: 07/12/2011
Tags: Clutterbox, Socoial Media

(excerpt) My first direct message (DM) of my Twitter day knocked me off my feet. Not by its cleverness. Instead, it knocked off a classic junk-mail pitch. The fact that it came from a new follower — in a social medium — makes it even more surprising. Here’s a little bit rant and a big on lesson post.

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Groupon ad offers giant-sized context

Posted: 01/31/2011
Tags: AIDA, Groupon, LinkedIn, Online advertising

(excerpt) Macaroni and cheese—is it the color, texture, or shape that makes its so tasty and delightful. Whichever you choose, it’s safe to say that this classic meal is a context unto itself. That’s why I was so delighted to see this contextual online ad on dictionary.com
This online ad serves up everything you’d want in a traditional, direct-response print advertising. It’s heaping with AIDA and visual engagement.

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Three steps to an unbranded pomegranate experience

Posted: November 2010 17

Tags: empowerment, branding, 4Ps, experiential marketing

(excerpt) Shopping for a generic fruit — pomegranates — helped me appreciate the role of branding. Looking plainly at the product/category also reinforced the omnipresence of experiential marketing. Here’s what I learned at the 4Ps crossroads of product, price, place (distribution) and promotion.

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Credibility 101: A lost opportunity in a BP message

Posted: June 2010 07

Tags: engagement, credibility, brand

(excerpt) ABC’s Good Morning America provided a back-to-back lesson in credibility last week. First came the news story of the ump who won back the hearts of baseball players by admitting his bad call. Next came the paid advertising content of BP featuring Tony Hayward (CEO) talking to “this country” about how we should feel regarding BP’s cleanup efforts.  Credibility 101, as you’ll see, drills down to your choice of pronouns.

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DRTV and SMS Generate Beautiful Response

Posted: 2009 September 29
Tags: , , ,

(excerpt) Shedd Aquarium (Chicago) recently tested DRTV Ads featuring an SMS option. Response was lifted response 325%* according to an AdAge.com article

Numbers like these deserve a pause — and applause. That’s why I’m blogging here, and bookmarking the article to Del.icio.us. Campaigns like these provide us, as direct marketers, with a clear call to assimilate the the touch points of Web 2.0 living in every direct marketing campaign. Going the traditional route of generating response is no longer enough.

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There’s No Clutter in Social Media

Posted: 2009 August 14
Tags: , ,

(excerpt) Here’s a word map of the Starbucks Social Media launch of its Real Food. Simply Delicious campaign.

Rather than cutting through the clutter, disintermediating, and any other “Enforcer” marketing tactic, this natural crowdsourced campaign loops the loyalty, awareness and enthusiasm of all.

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P.S. Starbucks Hearts Me 4

Posted: 2009 July 24

Tags: , , Engagement

(excerpt) Whatever you call it, Starbucks had it on 7.21 free pastry day to celebrate “Real Food. Simply Delicious.”

On the crest of a social media marketing swell, Starbucks celebrated a new line of healthier baked-good choices developed with input from Starbucks loyalists.

Brand evangelism. Free advertising. Groundswell. Let’s recap how all the buzz came about and then observe critically how this campaign demonstrates the ongoing redefinition of advertising, promotion, and multichannel interactive marketing.

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Filtered, Junked and Trashed: An Outlook Tale

Posted: 2009 July 2

Tags: E-mail, engagement, marketing, social media, strategy

(excerpt) Every day, I skim my Outlook Junk E-mail folder for mis-files, oddities, and lessons in marketing gone wrong or E-mail that is, indeed, junk.

The problem was one of propositions and perceptions. The marketer proposed how I would behave without considering and preparing for how I could behave. Net, my perceptions went from neutral to negative in the blink of an eye.

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Monday Morning Copywriter: E-Mail Subject Lines

Posted: 2009 March 2

Tags: AIDA, click-through, E-mail, copywriting

(excerpt) Breakdowns and low-click throughs in e-mail subject lines are symptomatic. The break-down almost always comes from weak composition. Simple parsing can be the best fix. Here’s a re-lesson plan from my inbox. We’ll go through the teaser point-by-point to see what works and doesn’t.

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