17May

A Marketing Documentary with Inspiration

Art & Copy: A marketing documentary about advertising and inspiration.

The bottom line: Marketing is not just about telling people about a product, but creating a feeling, differentiating, and being memorable.

Quick take-aways:

  • Always be true to the audience
  • keep it simple
  • Be unique
  • Be bold
  • Take chances
  • Be entertaining
  • Think about the business

The main players: Advertisings creatives.

Main stars: Lee Clow from TBWAChiatDay, Dan Weiden and David Kennedy of Weiden+Kennedy, Phyllis Robinson of Doyle Dane Bernbach, George Lois behind Esquire and MTV, and more.

Why you should watch it: It’s a truly and inspirational film for marketers and advertisers. It reminds us why we do what we do. The film portrays the positive aspects of advertising reinforcing the belief that great advertising should be entertaining, emotional, creative, different, and made for the audience — not the company.

I especially enjoyed the unique campaigns presented in the film and the stories behind them. They exemplified how a creative campaign can transform a business — not just shape a brand. Notable examples include the first Tommy Hilifiger campaign, El Al Airlines, and MTV.

Why marketers should watch: Stuck on a campaign idea? Need to get the creative juices flowing among your team again? You have found the right film.

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9Feb

What are some effective trade show marketing tips?

What are some marketing ideas you have used to increase traffic to your trade show booth?

Quora Answer by Jenna Hannon:

The best way to start brainstorming trade show tactics is to take a step back and think about the opportunities and channels available at a trade show before the show, throughout, and after. This gives you more structure for brainstorming for a wider range of campaigns and tactics that may be available to optimize a trade show — not just one-off ideas.

Here is the framework I use to get started.

1. Pre-Show

Brainstorm prompt: Do we have an exhibitor email list of attendees? If so, how can we develop a campaign that gets attendees to stop by our booth?

2. Show

Brainstorm prompt: What can we do at the show to drive traffic to the booth? How can we spend more time with prospects, leads, and customers at the show?

3. Post Show

Brainstorm prompt: Why should your attendee prospects hear from you after the show?

Once you have this framework on a page, you can start filling ideas in each of the 3 buckets.

1.    Pre Show

  • At one of our local shows where we knew attendees would be traveling from out of town, we sent a pre-show email the week before prompting them to come by the booth to grab a “city guide” featuring our favorite restaurants, bars, and sights to see while in town. Many people came by the booth to grab one and chat about our product.
  • Come by the booth for a $5 Starbucks gift card
  • Email letting attendees know about a contest you are having at the booth or raffle
  • Room drops – gifts dropped off by the hotel to all the attendees at the show staying at the hotel (organize with hotel before the show)

2.    Show

Booth

  • Charger station is always popular
  • Photo booth
  • “Secret” lounge behind your booth with a mini bar
  • Screens with product demos on loop

Events

  • Host your own happy hour or late night event and invite prospects, leads, and customers to mingle
  • Have a lightening talk during one of the breaks that is educational (not an advertisement)

3.    Post show

  • Post show emails:
  • Contest – enter for a chance to win
  • Follow-up industry education content from lightening talk
  • Whitepapers or Ebooks relevant to the audience

The company I work with currently attends 70 trade shows a year and most are in completely different industry verticals, so this process is necessary. If you attend only a few trade shows a year and they are all in the same industry, you only have to do this once, but I recommend breaking it down even further and putting buckets in each of these 3 segments based on the show. For example, post show can be broken down into campaigns for business cards collected, general attendee prospects that were on the list but we don’t have a card for, current customers, etc.

What are some effective trade show marketing tips?

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17Dec

Marketers, The Top Silicon Valley Startups to Join Today

There is one thing that every top marketer and sales person is looking for in a company above all else. It is product-market fit.

You should not look for one without the other.

You have a great product. Does it solve a need? Is there a market for it?

Great, you have a market, but do you have the right product for it?

If you answered no to all of the above questions, keep looking ambitious marketer.

Sure there is a lot of other criteria that you should be looking at when assessing new opportunities, but I would argue that this should be weighted most highly.

Product-market fit is why marketing and sales teams are usually grown after the founders have zeroed in on a market that fits their product or vice-versa. (Notice I used the word ‘grown’, hoping to not imply that these roles are absent in the early days). Once a founding team has achieved what they believe to be the beginnings of product-market fit, it is time to test the theory and hire for growth. This is where marketers come into play.

Luckily, as the smart marketer you are who already knows this, I have discovered a nifty new tool for you that uses just that. It is a job hunting tool made by marketers for marketers, focused on growth companies.

Revel Talent is a recruiting firm that publishes this free tool that lists their top companies based on what they deem to be growth companies (with product-market fit).

They also give you even more data, including amount raised, employee numbers, job openings, etc.

Happy hunting!

Check it out below. Or click here to see the full list data.

Data from revel.silk.co
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6Mar

Marketing Tools Quick Guide

Go ahead, be obsessed with the latest and greatest marketing tools. As a fellow digital marketer, I know that finding new turn-key (plug-and-play) marketing tools can make your life a whole lot easier — opening up your schedule to spend more time running experiments and refining your strategy and less time building campaigns from scratch.

Over the past 3 years, every time I discovered a new marketing tool I would place a link to the tool in a Google Doc spreadsheet. Well, as you can imagine, 3 years later, the spreadsheet became 400 rows long and unmanageable as a ‘quick guide’ resource. So, I finally snapped out of my procrastination funk for cleaning this spreadsheet up in order to make it a daily resource. I went through the spreadsheet and pulled out marketing tools that I like or have used to put in a clean and shareable document to share to all my fellow growth marketers to use. The goal of the shared document is to provide a starting point for choosing which tools to use when executing your strategies. With so many tools on the market to choose from, I wanted to make filtering for your agile marketing needs as quick and painless as possible.

The document is organized by 4 high-level topics: tools, measurement, creative, inspiration. Under each is a few sub-headings that you can click to send you directly there (thanks Google for building in this TOC functionality). As I continue my pursuits in marketing, this document will continue to grow. I look forward to sharing all the tools I discover and hoping it flows both ways. Please leave tool suggestions or marketing inspiration in the comments or feel free to send me an email with tools you recommend to be added.

Keep growing marketers!

Jenna Hannon Marketing tools

To top this post off with a little bonus content, here is an awesome infographic specific to digital content marketing tools. Enjoy!

Marketing tools

I look forward to tool recommendations that I may have forgot to add to the list!

-Jenna

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