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Coca-Cola: A study in brand consistency

Earlier this week, I wrote about advertising for the “Howard Stern brand”.  As a follow up, I want to share a some thoughts on the importance of being patient with brand-building ad campaigns.

I used to be an ad agency guy, and I spent many years developing ads for clients. We would spend months working hard on a specific ad campaign. We’d finally finish it, get it launched and immediately our client would say, “You know, we really need to start working on the new campaign.”

This never made sense to me. It always seemed that my clients were never patient enough to wait for a campaign to start making an impact before they were on to the next best thing.  Read More

Launching Howard Stern

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Advertising has a perception of being a sexy business. But the reality isn’t quite as glamorous as it seems.  Long hours.  Low pay.  Tough clients.  But, every now and then something incredible happens that reminds us why we got into advertising in the first place.

For me, that happened back in 2005.  I was an Account Director working at Euro RSCG (know called Havas) in NY.  My main client was GlaxoSmithKline.  I was doing the advertising for Advair, a $3+ billion asthma drug.  The account was an important one for our agency, generating millions in billings.

But, after spending over a year on the business, I was starting to get bored.  Doing advertising for a pharma brand is very interesting in many ways.  But, it can also be a grind.  All the FDA regulation makes the creative development process extremely slow and challenging.  There’s a lot of waiting around for the government to approve our ads before they can air.

So, one day I was sitting in my office when an email came in from our COO Annette Stover with the subject line: “Are there any Howard Stern fans in the office?  Read More

Earlier this week, I posted a blog about the importance of sales and marketing working together entitled Think the Sales Team Doesn’t Get It? Maybe It’s You.  For this next post, I want to share the sales perspective on that topic.  Here’s a great post from Drew Prante, PGi’s Director of Ecommerce Sales.  Drew and I work closely together to make sure there’s alignment between sales and marketing.  Please welcome Drew to SingleMindedProposition.com. — jp

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Help Me Help You – How Sales Helps Marketing and Marketing Helps Sales

by Drew Prante, Director of Ecommerce Sales, PGi

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There’s a great scene in the movie Jerry Maguire that recently had me thinking about collaboration between sales and marketing. The sports agent, about to lose his star client, tells his client that he can deliver, but he needs the client’s help – really his partnership – to close the deal.  Read More

Sales and Marketing Alignment

I just got back from PGi’s annual sales meeting.  It was a great event and got me thinking about the importance of having a strong partnership between sales and marketing.

Back in 2007, I started working on the b2b marketing team at AutoTrader.com.  At the time, there was a big wall between the sales and marketing organizations. We would sit in our corporate office, look out at our sales team and say, “They just don’t get it.”

Then I had an opportunity to spend some time in the field. Talking to one of our more outspoken sales reps, I asked him what he thought about the marketing department. Without even thinking, he said, “You guys just don’t get it.”

I’m sure this story sounds familiar. The field thinks corporate doesn’t get it. Corporate thinks the field doesn’t get it.

Well, at least we agree on something.  Read More

chevy math

I’m working on a presentation for PGi’s annual sales meeting.  It mostly full of big beautiful visuals from our website and advertising.  But, I wanted to add some substance to the style.  So I started Googling to find good stats about customer habits, the sales funnel, online usage, B2B trends, etc.  I found a lot of good stuff, but it was all over the place and not exactly what I wanted.  So, I asked Erik Gabrielson, PGi’s Analytics guru about a good source for stats.

He sent me a list that blew my mind.  It’s basically every stat you could ever want about online marketing.  A great resource to share.  Because of the sheer size of the list, I’m going to divide it up into manageable pieces.  For this week, the stats will focus on SEO. Read More

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As we move ahead in 2013, it’s always a good time to think about things we can do differently, better and smarter in the new year. As Ben Franklin said, “The definition of insanity is doing the same thing in the same way and expecting different results.” But too often marketers become creatures of habit, just turning over the same media plan and changing the year to 2013.

But the new year gives us the chance to start fresh, change our approach and try something new.

So here are some things to consider for 2013. Read More

single minded proposition

Welcome to the Single Minded Proposition blog.

For the past few years, I’ve been writing a monthly blog for BtoBonline.com.  When they first asked me to write for them, I said, “Seriously?  Who really cares what I have to say.”  But as I started to write articles, I found that people would actually respond.  Some would tweet.  Others would post to Facebook or LinkedIn.  Some would  just email me directly with thoughts or feedback.  It has actually been a fun and rewarding experience that has led me to start my own blog.  I don’t have a real agenda to push.  Only to share ideas and insights about marketing and advertising.  I’ve found that the more you share, the more people will share with you.  And it’s that sharing that makes us all better at what we do.

So, why the name “single minded proposition”? Read More

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