Advertising isn’t dead.  But it can bore people to death.  So this is just a reminder — before your TV spot, print ad, radio spot, billboard or direct mail piece can sell anybody anything, it has to get their attention.  It might be an arresting headline or a powerful image, but you have to engage…

There are at least two great things about the website Pixar created for Monsters University, the upcoming sequel to their hit, Monsters, Inc.  The first is what a terrific promotional idea it is.  But the second may get you rethinking your own marketing.  For Pixar to create a faux college website and a recruiting video…

It was a $4 million question.  The new team leader at the British pub in Disney World’s Epcot Center asked the staff when they had to refuse a customer’s request.  The staff replied that a lot of customers wanted take-out fish and chips, which wasn’t an option.  So they began to tally the requests, and…

It’s no secret that brand loyalty isn’t what it used to be, especially among younger consumers.  So a big part of your marketing strategy should focus on how you’re making your services or products indispensable.  Are you offering a different delivery system, or better options?  If you’re not giving your customers something they can only…

The heart of any effective inbound marketing strategy is content marketing — creating information or ideas that your target audience is actively seeking out, making you the go-to source for that kind of information.  But while we think of content marketing as a web-based activity, valuable content can be distributed through nearly any marketing channel,…

If not, why would anyone care?  No amount of marketing can trump being different.  That’s all.

Every business is trying to generate web traffic.  Setting aside the question of whether that’s really the ideal goal, let’s consider another.  Are you trying to get people to do something they wouldn’t do ordinarily?  Is there anything on your website that they would find entertaining?  Have you created an interactive experience for them?  Does…

A recent inquiry about transferring cable internet and phone service from one business location to another earned a response that was little more than a rundown of all the limitations the company placed on such a transaction, and what they couldn’t do.  Nothing about how excited they were to help.  No offer of options.  Just…

The inspired choice Apple made when setting up the Genius Bar in its retail stores is that it works on so many levels.  First, consider employees.  Which would you rather be called: technical support, customer service or a genius?  And let’s face it, a bar just sounds better than a department, counter or help desk. …

People relate to people.  Research shows that people also relate to marketing messages delivered by people, or featuring a human voice.  When you look at or listen to your own marketing messages, do they have a voice of their own — a voice that humanizes your brand, and maybe even brings a little humor to…