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Monday, 02 January 2012 00:00 |
LIES, DAMN LIES and Online Polls
It's impossible to run a successful business without accurate information about your customers and yet getting details about consumer behavior can be difficult in a world where a flood of statistically invalid on-line polls are seemingly ever-present and are sometimes passed along as scientific data. It's one thing to disclose a poll as nothing more than an unscientific survey to capture attention for one reason or another, but beware those who try and represent such statistically invalid data as fact...
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Monday, 06 December 2010 00:00 |
Are You killing Your Brand?
In the rush to devise, engineer, and sell products quickly, companies often ignore their greatest asset: brand. For many, defining brand value is as elusive as forecasting sales. But start by understanding that, “Products are made in a factory, brands are made in the mind,” says branding guru Walter Lander. That is, what a consumer thinks and feels about your brand will drive measurable corporate value—often much more so than annual profits and dividends alone.
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Wednesday, 17 June 2009 00:00 |
Is Print Dead?
Get ready to say goodbye to traditional media—if you haven’t already.
Gone are the days when information gatekeepers—like newspaper and magazine
editors—controlled the flow of information to consumers. Welcome to the age of consumer
empowerment. Now you can find and consume media when, how, and where you want it.
This new empowerment is being fueled by two undeniable market forces—brands wanting to speak
directly to consumers and consumers craving instant and unfiltered access to information of all kinds.
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Monday, 09 June 2008 00:00 |
Making the Brand the Star
Two distinctly different paths have developed in the world of branded entertainment on outdoor television.
The first is where outdoor manufacturers—especially in the fishing industry—have opted to attach their
brand to tournament anglers who have become TV show hosts. That is, ‘John Doe’s Fishing Adventures’ is brought
to you by brand ‘X’. The other distinct trail, most often taken by hunting and shooting manufacturers, is to create
programs solely focused on their brand and product lines. The difference
may seem subtle but it’s actually quite profound.
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Sunday, 07 October 2007 18:54 |
Death of a Network
Unexpected turbulence has hit the outdoor industry media marketing landscape and the forecast calls
for more bumps on the horizon. The recent—and sudden—collapse of the Men’s Outdoor Recreation
(MOR) network has left media plans for dozens of outdoor manufacturers in shambles. The closure of
MOR underscores the need for advertisers to understand key driving forces in the television business if they hope
to avoid the loss of vital components of their media marketing plans in the future.
Chief among those forces is distribution. At a private breakfast two years ago with cable TV pioneer
Ted Turner and a cable network executive, Turner lamented to us how much the television industry had changed
since his creation of CNN.
“It used to be that all the distributors wanted your content,” he said, “but that’s not the way it
is anymore.”
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Monday, 15 May 2006 00:00 |
Print vs. Cable: What Ad Execs and Media Buyers Don’t Know Could Cripple Your Company.
How a company adapts to the landscape advertising shift that is underway from print to cable television and
emerging media will determine its very survival. At no time in history has it been easier for a manufacturer
to find and connect with consumers. Conversely, it has never been more difficult to discern the best ways of
doing just that. As a company that buys media, consults to media buyers, custom publishes, and who produces
150 original outdoor television programs a year—more than any other production company in America—we
know well that tracking trends in media developments can often seem like chasing rumors.
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