From Communication Arts: MusicNOW, a series of four new music concerts curated by the Chicago Symphony Orchestra’s Mead Composers-in-Residence Samuel Adams and Elizabeth Ogonek, called for visuals no less compelling in their musicality. Thirst was happy to provide just that by creating unique illustrations for each concert, along with a graphic system for flyers, digital advertisements and on-screen content. A limited-edition poster—with offset lithography by Graphic Arts Studio, foil stamping by Artistry Engraving & Embossing Co., Inc. and generous support by Mohawk Fine Papers—further commemorated each concert illustration.
From Campaign Monitor
From FastCompany: For decades, companies have made you feel inadequate in order to get you to buy things. In an excerpt from his new book Story Wars Jonah Sachs traces the history of the growing field of marketing products in ways that make us better people and the world a better place.
Book by Trevor O'Donnell: If you’re looking for ways to increase earned revenue without increasing marketing costs, this book is for you. It’s a fun-to-read, down-to-earth, slightly naughty critique of the way we artsy types talk to the world around us, and a useful guide for speaking more persuasively to new audiences. Plus, it’s an e-book so it only costs six bucks. Trevor guarantees you’ll make that back many times over on your next ad or email!
From Mind Power Marketing: When you communicate with people, they receive the information using one of five sensory modalities – visual, auditory, kinesthetic, olfactory and gustatory (or in everyday language – pictures, sounds, feelings, smells and tastes). And, in creating an ‘Internal Representation’ inside our mind, we use the same sensory modalities – with the addition of one more – ‘auditory digital’ or self-talk. However, it’s crucial to recognize that individuals experience those senses in different proportions. Some people may pay more attention to their visual experiences, while others may find their feelings (whether internal or external) more important. In communicating with somebody, it’s therefore important that you’re able to relate to all of the senses.
From Kivi Leroux Miller: I’m friends with many nonprofit program and research directors who confide in me about their various scuffles with communications or fundraising staff in their organizations. Nothing strange there.
What I do find a little surprising is how often I will meet a program or policy director, or even an executive director, for the first time, and upon learning what I do for a living, they will say, “Ugh. Our communications director is a complete idiot.”
From strategy+business: With so much in flux and so much at stake, marketers need to be strategic when it comes to managing their resources and teams. A recent survey highlights the challenges facing today's marketing organizations, and reveals a path to differentiation.
Philip Kotler is the undisputed heavyweight champion of marketing. He's authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. Three years ago, he was ranked the world's fourth most influential management guru by the Financial Times; this year, the Wall Street Journal ranked him the
From Sean Corcoran at Forrester: The terms "earned, owned and paid (aka bought) media" have become very popular in the interactive marketing space today. In fact, taken together they can be applied as a simple way for interactive marketers to categorize and ultimately prioritize all of the media options they have today.
Yet as popular as these themes have become, they're often loosely applied across the industry and essentially no one is speaking the same language. Therefore we just published research defining each type of media and providing interactive marketers with prescriptive advice on how to best apply them. Here's a summary of how we defined each type of online media and their roles.
From Smart Blogs: Marketing never sits still for long. At a South by Southwest session, co-led by American Express OPEN and Skillshare, Buddy Media CEO Mike Lazerow gave his take on the shifting paradigm of marketing and how Facebook’s features are set to challenge the field all over again.
From Mind Tools: If you're in marketing, then you'll know how important it is that your brand speaks to your customers on an emotional level. When someone feels a strong positive emotional tie with a product, that emotion creates brand loyalty, and this inspires repeat purchase.
From Hubspot: Calls-to actions are extremely critical components of effective lead generation, and the language you use in your calls-to-action is probably the most important element you can optimize to improve their click-through rates. Crafting the message, however, can be time-consuming and challenging. So let's review some best practices for writing a compelling call-to-action across different places on your website and various stages of your sales cycle!
From Stuart Elliott in NY Times: The return of the popular advertising drama is being greeted by a wave of related marketing.
From Stephen Wunker at ChangeThis: How do you capture a new market? There’s a lot of traditional business strategy you need to throw out the window. New markets are too poorly understood and change too quickly for the standard approaches of graphing trend lines and computing market share. Here are 10 approaches that work — for businesses and the people within them—when the market is fuzzy and in flux.