Posts by Jason Wood

For a Glass of Wine, Can I Pitch You for an Hour?

That about sums up event marketing, doesn’t it? I mean, if a business was being completely honest, they would say exactly that. Here’s some cheese and wine, now let me tell you about my products for an hour or two. Sound like a good deal? Uhm… No thank You. If someone is willing to forego…

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Branding… and 4 Other Things That Died In 2010

Someone once said: “Branding isn’t what you tell people you are anymore, it’s what others tell each other you are.” If that’s the case, and I believe it is, why are we still spending precious marketing dollars attempting to build a brand informing the market of who we think we are to them? A 10-million-dollar…

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Discounting Isn’t Good Marketing; It’s Lazy!

Every company offers an incentive from time to time to drive short term revenue. But marketing firms are increasingly using discounts to show their clients results and it is a lazy way to market. Gone are the days of using smart value propositions and segmentation to drive real, sustainable results and enter the days of…

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There Is No Excuse for Wasting Impressions

Nothing frustrates me more than hearing clients describe the campaigns their previous digital marketing firm ran on their behalf. There was certainly a time when saturating zip codes or geo fenced areas with things like email, mobile display, social media, or other display campaigns made sense. The data was simply not available to target any…

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The Death of the 30,000 Foot Message

Gone are the days of successfully running campaigns that offer a monolithic messaging strategy. I mean, can you honestly think that one message will engage both a millennial hipster and a retired baby boomer? How about a professional middle-aged woman and a twenty-something oil and gas laborer? You’d be surprised how many products both segments,…

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Know the No

Marketers focus on duplicating successful conversions. It makes sense, after all; when and where you’re successful, you should seek to do more of whatever drove that success. It’s the low hanging fruit, and it shows clients an ability to drive sales. But even the most successful campaigns convert a relatively low percentage of those they…

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Data Matters and Shotgun Marketing Doesn’t

The book Markets of One: Creating unique value through mass customization was way ahead of its time. While it lays out a strategy in which data is leveraged to build customer experiences based on individual Nth selects and/or behavior, it was published in 2000—well before the mobile revolution. Think about the implications this strategy has…

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The Cold, Hard Truth About Marketing

Truth #1: People sell their skills whether it’s applicable for you or not. Most marketing firms come to the table with a defined set of skills. They always sell these skills as the best solution to your marketing challenges. A print shop will advocate for using direct mail, an ad agency will sell you traditional…

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You Need A Better Audience. Period.

One of the most common mistakes we see from clients (And their ad agencies, frankly) is thinking the goal of social media is to get as many people to like their page and follow their Twitter feed. Both the client and the agency ask all their friends to ask all their friends to like a…

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Beware: Many Without Skills Use Buzzwords Instead

Anyone know the difference between targeted posts and dark posts on Facebook? How about SEO and SEM? Can anyone tell me the difference between segmented content and user experience? How about conversion rates and e-commerce put through? And please, can someone explain to me what the difference is between analytics and campaign performance metrics. Don’t…

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