Comments for The Marketing Operator

Comment on Creative Product Distribution Brings Hope of Clean Water: Inventor Dean Kamen Connects with Coca-Cola by mytreetv

mytreetv — Thu, 16 May 2013 09:58:06 +0000

Reblogged this on TreeMagazine - For People who CARE!.

Comment on Creative Product Distribution Brings Hope of Clean Water: Inventor Dean Kamen Connects with Coca-Cola by mytreetv

mytreetv — Thu, 16 May 2013 09:57:45 +0000

treetastic idea!

Comment on Put “70 Percent Solution” & Rapid Fielding Concepts into Go-to-Market Toolbox by What the Marines Can Teach Business Leaders | The Marketing Operator

What the Marines Can Teach Business Leaders | The Marketing Operator — Wed, 24 Apr 2013 15:01:27 +0000

[...] previously written about Principle 1, Aim for the 70-Percent Solution: ”It’s better to decide quickly on an imperfect plan than to roll out a perfect plan [...]

Comment on NY Hospital Goes Too Far with Case Study Marketing by davetuchler

davetuchler — Wed, 17 Apr 2013 18:36:44 +0000

Couldn’t agree more with your assessment. Seems they started with the ‘kids or animals’ approach as a fail-safe (if certainly exploitative) way to get attention. The difference is, at the agency this is an engaging story and they move on once it’s executed. In reality, as you observed, it sort of collapses on itself: if they are too successful in engaging us with the personal story of this very sweet child, it makes the ending that much more tragic, which cannot be the feeling they want you to walk away with.

Comment on Arrow Electronics Uses NCAA Hoops to Rollout B2B Corporate Branding by davetuchler

davetuchler — Fri, 12 Apr 2013 15:23:01 +0000

Very interesting post – I unfortunately missed seeing the spot on TV. Agree that this is a head-scratcher – - very high-concept, extravagantly produced, and seems aimed mostly at creating a bigger corporate image rather than drive any business. After seeing the spot I went to the site to see what cool things they were working on – - and it turns out to be very strange. There is an ‘Innovator’s Club’ area with a dozen or so additional :15 and :30 vignettes, which seem to feature employees but you’re not really sure. There’s definitely no mention of anything Arrow is doing. There’s unfortunately also a ‘Behind the Scenes’ 4-minute mini-feature, which seems the ultimate conceit and suggests that the production, rather than the impact of the message, was the main attraction. There is an obligatory sign-in page to join the Innovator’s Club, but I had no idea what that even is.
The rest of the site looks like any other e-commerce site (think Grainger) – -and clearly not connected at all to the Innovator’s Club messaging or imagery. So while they have an array of different spots they could potentially use to extend the message, since the message (or desired action) isn’t clear, they should focus on integrating their commercial efforts with this concept and save the videos for their site and YouTube.

Comment on Make the Sales Team Your Friend by Inspiration from Ritz Carlton: Create & Activate Your Extended Marketing Team for Customer Success | The Marketing Operator

Thu, 04 Apr 2013 16:38:07 +0000

[...] (To read previous posts about the importance of the marketing and sales relationship click one and two). Here are two [...]

Comment on Marketers Are Sellers Too by Inspiration from Ritz Carlton: Create & Activate Your Extended Marketing Team for Customer Success | The Marketing Operator

Thu, 04 Apr 2013 16:38:04 +0000

[...] sales. (To read previous posts about the importance of the marketing and sales relationship click one and two). Here are two [...]

Comment on Ace Hardware and Avis Bring Positioning to Life in New Ads by New Corona “Find Your Beach” Commercial Powerfully Delivers Brand Positioning | The Marketing Operator

Thu, 04 Apr 2013 16:33:32 +0000

[...] ← Ace Hardware and Avis Bring Positioning to Life in New Ads Leadership Tips from United CEO Jeff Smisek → [...]

Comment on Ace Hardware and Avis Bring Positioning to Life in New Ads by Ace Hardware Aims to Win with “The Help” | Wonderful World of Marketing

Tue, 26 Mar 2013 19:13:06 +0000

[...] from an in-store shopping convenience benefit – “Take back your weekend” (refer to my 2011 post) – to a customer service benefit – “Getting help at Ace is like going to your [...]

Comment on 3M Brands Get Endorsement Right with Mike Holmes by davetuchler

davetuchler — Tue, 26 Feb 2013 16:04:17 +0000

Well-articulated article. Would add one point: negotiation is a 2-way street. I had not heard of Mike Holmes; it is only because of 3M support that his visibility has been amplified. The amount of mutual benefit has everything to do with relative visibility of the product and endorser (and similarly, what’s at stake for either party if something goes south).