Don’t Market To The Mirror

Those of us in the marketing and advertising business run into this problem on a weekly basis. Way too many business owners and executives try to cater to their own beliefs and lifestyle instead of their customers. They could be making a big mistake as this article from Bloomberg lays out.   Sales & Marketing [...]

Never Jump To Marketing And Promotions Tactics Without A Strategy First

I previously outlined a tool I use for local advertisers called the Marketing Strategy Model in No Strategy = Failure, A brief Summary of the Marketing Strategy Model Here’s an excellent article from Media Post that confirms this. Without a unique Position, you can’t have effective Advertising. Without knowing Competitive Perceptions, you can’t create a unique [...]

In Advertising The Customer Is Not Always Right

In the advertising business “The Customer is Always Right” can be the downfall of many campaigns.You see, it is nearly impossible for the business owner to be objective about their business. If you are talking to your ad person and listing all the great things about your business and they shake their head up and [...]

Have Guts Will Sell III

In the original Have Guts Will Sell post I promoted Roy William’s concept of “The Risk Of Insult Is The Price Of Clarity”. Unfortunately most advertising is written not to offend as opposed to driving action from a consumer. No wonder we have the existence of DVRs, the commercials bore people out of their minds. [...]

Does Your Position SUC?

It should! Let me explain. Every business has a “position” that the consumer perceives when thinking about that business. Some companies have spend many years and millions of dollars on theirs: Automotive Safety?  VOLVO Burgers and Fries Quickly? MCDONALDS Everyday Low Prices?  WALMART of course Some Local business have done a fantastic job of “positioning” [...]

Have Guts Will Sell II

In the original Have Guts Will Sell post I promoted Roy William’s concept of “The Risk Of Insult Is The Price Of Clarity”. Unfortunately most advertising is written not to offend as opposed to driving action from a consumer. No wonder we have the existence of DVRs, the commercials bore people out of their minds. [...]

No Strategy = Failure, A brief Summary of the Marketing Strategy Model

At Cox Radio Jacksonville we believe in getting ultimate results for our advertisers. So we take the time to work with our clients on a process called the Marketing Strategy Model developed by the Center for Sales Strategy. What happens if you go to the Supermarket without a shopping list…and you’re hungry? Without a strategy: [...]

Have “guts” will sell

One of the first books you receive as a rookie radio rep (other than the phone book) is “The Wizard of Ads” by Roy Williams (the marketing guy not the basket ball guy).  Like most others who received it I read it once and it collected dust on my shelf for many years. However, the [...]