Tom Connor leads the design and manufacturing efforts at Weinrib & Connor in Mount Kisco. His columns on marketing and advertising will be featured regularly in Business Journals.
Right now, TikTok is really hot if you want to reach the youth and Gen Z. It’s a gold rush. The University of Texas is now banning the use of TikTok. South Dakota is giving up on their successful tourism project. Federal investigation threatens TikTok, however, not a single advertiser is paying back. They certainly put the kibosh on the endless conundrums Twitter has put itself through. I have never liked tweets for commercial purposes. We don’t want people who like our products or services, we want people who like them. Why encourage the mind? This doesn’t sell, nor do many of Amazon’s recommendations, either. So you want to be famous? Write a famous person. It is a proven method. We hate celebrities of all kinds. They move a lot of boxes, every now and then.
If you don’t have a big budget to hire a celebrity spokesperson, focus on the small things. You have to work hard to get to your teams. Public Relations (PR) is the cheapest option, but yesterday’s news quickly finds its way into the rearview mirror. I had a boss, a very successful salesman who showed his ignorance of what is going on today. His opinion was that “time is better spent looking after customers.” In marketing agencies, the trend is to sell, sell, sell. While the “creators” boast about their execution (TV spots, other movies, billboards, pay-per-views) the shared ideas preceded the first swipe of a sharpie on a sketch pad.
We developed a college marketing program for several years including a video designed to reach college students who go to retail stores to purchase cell phones. Then, the customer realized that college students don’t go to retail stores alone to buy phones, they are accompanied by their parents. So, we edited this video for parents to watch. Over time, few families had parents who were as tech-savvy as their children. Covid exacerbated this.
For evening relaxation in many families, the fun service of watching the tube is a candy store of movies that have streaming through search, YouTubeTV, cable (for families who like sports, it is a must). Advertisers on television, local money “moving the boxes” and ideas, also caught Covid. Inflation is now forcing people to eat at home, as restaurant prices can rise.
Of course, restaurants have outperformed independents nationwide in the past few years. This group is known as “QSRs,” quick service restaurants. In fact, they are much cheaper than most takers. Once upon a time, at a Burger King dinner at the Queens Boulevard location, we were on the dock to review new menu promotions. Have you ever played a jingle for a customer? The guide asked if I knew why we were there. Without answering, he said, “All about donkeys sitting in chairs.” Not sure they would say that today. The silent communication between the client and the organization is a painting, there are the most orators of their day, from the old world, to my new fave: the British Prime Minister Rishi Sunak, a man of few words, but emphatic; especially refreshing these days when we are trying to check the endless political rhetoric against the things that are happening and managing.
Fast food and salty snacks are two things that consumers don’t like to admit they have a strong or weekly connection to. I have done potato chip culture TV. But the amount of sales in the ADI (Area of Dominant Influence), DMA (Designated Market Area) or thrown around, The Metro Area, was reported by TV spots. Almost 20 million people strong, in our three-dimensional forums, you know the campaign will “take off” when it happens: web traffic goes up, maybe program registrations go up, lead development and sales go up. Organic social media, which is fine, can’t be invited to this dance. Customers, especially the leading ones, do not trust the results of their organizational teams. Maybe there’s a lot of traffic during the campaign, or it’s goodbye. Can they be so cruel? Their savings and sales orders ensure a successful campaign. Covid has put a lot of this kind of carelessness.
No celebrity budget, look at the little things before thinking about money. You have to work hard to get to your teams. PR is the cheapest option, but, yesterday’s news quickly finds its way into the rearview mirror. Sure, you can have a “wow” post, but the readership is diminishing. I had a boss, a very successful salesman who showed his ignorance of what is going on today. In his opinion it was time well spent “looking at the customers.” In marketing agencies, the trend is to sell, sell, sell. Although the “creators” praise their execution (TV spots, other videos, billboards, paid advertising (very different from organic), etc.), the agreed strategy led to the first movement of the sharpie on the sketch pad.
You can write a copy on the computer, and you can control the visual quality, or give the power of the video that runs :30 [seconds] of a commercial house. Try to talk out loud, with aggressive opponents. No one initiates the big idea of having photoshop or illustrator. It should be in the eyes of all groups. Informal art works in these areas. Faster than Mac, too.
Sam Walton started with one “five and dime” store, which is what Walmart is today, only on steroids. He said it best, asking his customers, “Did you get what you wanted, at the right price, and get good service?”
Digital solutions in the workplace can be shortcuts. If the product or service you are selling is not metal and is constantly improving, and its image is created by yourself, no matter what your brand is, it will be a fantasy among your true believers. thoughts. Most people will be indifferent. The goal of many a advertising is stealing business from your competition, gaining market share and their money. Market share gains are the only way to get a 4.0 as your marketing GPA (Grade Average) for the year. These are the rules of the road, and welcome to driver’s ed.
