The BCS National Championship game last night was gut-wrenching. Texas fans were on the edge of their seats; waiting to see if the Longhorns could pull through with freshman Garret Gilbert running the show after Colt McCoy hurt his passing shoulder on the Longhorns’ first drive. And while I was on pins and needles throughout the game, it was for a completely different reason. I was waiting for the post-game interview with Colt McCoy.
I like college football—Go Devils—but, in all honesty, my favorite part is what the losing QB says after the game. It’s the most profound moment that really shows what kind of person he is and what type of spokesperson he will be.
Colt McCoy is a class act. He kept his composure, answered the reporters questions, and, most importantly, he congratulated Alabama on its victory, calling them “a tremendous football team”—twice.
In contrast, I remember Matt Leinart’s post-game interview after the BCS title game where USC played Texas. Leinart commented that despite the Trojans’ loss to Texas, “I still think we’re a better football team. They just made the plays in the end.” All I can really say about that is TACKY!
There is truly a stark comparison between McCoy’s and Leinart’s interviews. So, what can B2B marketers learn from this? It’s simple: bad-mouthing your competition (even in the most perceivably judicious manner) just won’t make you look good. And, of course, great media training goes a long way.
In today’s fast-paced, PowerPoint propelled business environment where executives consume more bullet points than coffee every day, it’s important to communicate information both verbally and visually.
The scientific community has been doing it for eons. Take DNA for example, could you imagine explaining the genetic coding sequence of amino acids within protein? (Um, neither could I…I’m in advertising.). But when you create a visual for it you see it in a whole new light. (In fact there is even a site that allows you to frame your inner beauty with DNA art.)
Just remember, a well thought out, written document often gets glanced over and placed on a shelf. In order to really make an impact in your next presentation, try and help your audience visualize the point you’re trying to make. I guarantee it will resonate and garner more recall than just the writing on the wall.
What’s the best data you’ve seen lately? Thinking of giving DNA art as a holiday gift?
Stock is a good start if you’re making chicken soup, but as Chef Emeril would say, “kick it up a notch!”
Often stock photography is relied upon because it is budget-friendly and it can be uber-fast. It generally has what it takes to get the project done, but there is a risk of seeing your purchased photo used in somebody else’s campaign and nobody likes that, or even using a photo that unwittingly sends the wrong message.
A campaign supporting Measure WW, a $250 million bond measure to preserve open space for recreation and wildlife habitat in California, mistakenly used a picture of a frog that nobody wants in their parks.
The African clawed frog in the brochure is a non-native species that threatens indigenous frogs and small fish. It’s considered a pest in California creeks, streams and ponds and has been called the “Frog from Hell.” Not exactly the message Measure WW wanted to send.
Sometimes the photo and concept needed simply doesn’t exist, but that shouldn’t get in the way of making your project truly unique. Nine times out of 10 if you dream it we can make it happen and at a budget-friendly pace/price.
We just completed a photo shoot for a client and it was a great success! As Emeril would say, “BAM!”
Have you seen any different campaigns using the same photo? Any advertisement photography really stand out to you lately?
I just returned from vacation in Mexico. And, even a thousand miles away from my day-to-day responsibilities, I couldn’t help but think about PR and marketing.
I don’t speak any Spanish. However, I was able to spend a week in Mexico with no hassles. I could order drinks, get directions when lost and get exactly what I wanted for dinner. Why? Because everybody I encountered spoke English when they interacted with me. This got me thinking, if Mexico is so accommodating to English-speaking people in their county, why do some b2b marketers ignore the large Hispanic population in our country?
The Hispanic population is no doubt growing and it holds several valuable business opportunities. While some consumer brands are doing an excellent job of marketing to Hispanics, I think many b2b brands are missing important marketing opportunities, and therefore sales.
According to Reuters, the 46 million Hispanics that live in the U.S. had a buying power of more than $980 billion in 2008. So, next time you produce an advertisement, brochure, white paper or press release, consider English and Spanish versions—you might be surprised at the extra buzz created about your product or company.
What are your thoughts? Do you think more b2b marketers should have materials available in English and Spanish?
If you’ve been in marketing communications for a while, you’ve probably seen the famous “Man in the chair” ad. Although none of us were in the business when it first appeared, this classic oldie often shows up in reprints, textbooks and seminar lectures.
Originally created for McGraw-Hill publishers in 1958, the concept was developed to promote the vital functions of advertising and brand image. The print ad features a simple visual of a scowling businessman who’s telling an unseen salesperson (symbolizing the ad’s readers) that he’s never heard of the rep’s company or products or values, ending with the line, “Now—what was it you wanted to sell me?”
Voted by Business Marketing magazine as the #1 B2B ad of all time, the message of The Man in the Chair hasn’t changed in 50+ years: You still need to let prospects know who you are and what your organization stands for, before trying to make a sales pitch. The only difference is that today’s communications opportunities would have seemed like science fiction in 1958—e-mails, interactive websites, cell phones, podcasts, text messages, etc. So use whatever it takes to get through—maybe even a print ad.
