Archive for August, 2012

A few months back I attended a BMA-Milwaukee roundtable discussion of corporate and agency marketers. One of the discussion topics I thought was particularly interesting was about agency collaboration. The corporate marketers on the panel commented on hiring multiple firms for different things and expected them to work in conjunction for the best interests of the brands they serve. As one might expect, there were some concerns expressed by the agency leaders on the panel.

Although we see evidence to suggest that interest in specialized, tactical agencies is turning back to a preference for full-service capabilities, it stands to reason corporate marketers will still believe there is a need to divide tactical responsibilities or brand assignments among a team of agency partners. That is their prerogative, but let’s make no mistake … no agency owner likes to see money going to another firm and no agency completely trusts their competitor. What’s a corporate marketer to do? (more…)

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  • Tuesday, August 21st, 2012

  • Begin with the correct name

    In the last couple of months, I’ve come across two separate instances wherein a trade media sales rep has done a good job following up after an initial planning meeting. However, all their good efforts go by the wayside by a simple, yet big mistake – the company name.

    In one instance, the proposal I received referenced a competitor’s name instead of my client’s name. Whoops. Another example was a voicemail where the media rep mentioned my client by the wrong name. (more…)


  • Friday, August 17th, 2012

  • Print advertising holding its own

    A comparison of advertising trends from 2010 through the first four months of 2012 was recently published in the July/August issue of Agri Marketing. They report that comparatively (in the same periods of time); the agri industry’s print advertising is up three percent, compared to a general B2B advertising downturn of seven percent. Print appears to be strong with ag producers as a preferred medium, hence investing dollars in this area.   (more…)

  • Thursday, August 16th, 2012

  • This girl has some moves

    To the thousands of people down on the lakefront watching the Milwaukee Air & Water Show this past weekend, seeing a gray cargo plane fly around probably wasn’t a main attraction or reason to attend. After all, it doesn’t do any loops or fly vertically like a little stunt plane. And it doesn’t dazzle the crowds by doing fly-bys along the beach at mach whatever with a ground-shaking roar.

    But don’t tell that to the nine reporters who were strapped inside the C-130 Hercules during a media flight Saturday to watch the U.S. Navy Leap Frogs parachute onto Bradford Beach. Soon after takeoff they learned first-hand that the C-130 is a tactical aircraft, which in layman’s terms means it’s got some moves. (more…)

  • Wednesday, August 1st, 2012

  • Standing out?

    Personally, I think an image of a field of solar panels can be pretty impactful. I just think they look cool and then when you see acres of identical panels side by side, the scale of it all is impressive. Leafing through the July/August 2012 issue of enerG Alternative Sources Magazine I noticed pages and pages of solar panels (15 individual images in the first 22 pages). There were so many in fact, at a quick glance it became difficult to tell what’s an ad and what’s an article. (See scan of pages 10 and 11). (more…)

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