My Customer Experience Shopping For Bathroom Tile

ALT="customer experience, Soulati Media"Ever have a customer experience shopping for bathroom tile? It’s not something you purchase lightly or soon forget. In fact, if you don’t have an interior designer, you’ll select everything alone. It’s quite a heady customer experience and it’s one many a marketer is grappling with now.

There’s a retail/online shopping conundrum these days, and you can see the bubble bursting with this news:

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Our Latest Episode Is Right Here! (25:29)

BASF Love In Business Campaign

ALT="BASF Ad for Create Chemistry"Is there love in business? BASF, the 150-year-old conglomerate, thinks so.

In my hunt for good podcasting fodder, I was leafing through Bloomberg BusinessWeek’s The Year Ahead 2016 issue. When I landed on a full-page spread by BASF, which I thought made audio and stereo equipment, I came across this tagline:

We create chemistry that makes more power love a cleaner drive.

Eh? I read it again and again and still could not decipher whether it was referring to computer hard drives (as the left vertical image was of a super highway often depicted as the speeding Ethernet), or whether it was the clean fuel as depicted on the right vertical image in the ad. The blue heart conjoining the two images then made me wonder if ‘chemistry’ was the entendre for ‘love.’ [Read more…]

Why I Will Cancel Advertising Age

ALT="dinosaur"No offense Rance Crain. In my book anything the Crains do is golden, coming from a Chicago girl (no I’m not native, but my child IS, so there). I will cancel Advertising Age after subscribing for many years as a loyal customer of the print edition.

  • I was around when B2B was its own magazine and then it merged inside its sister publication, Ad Age, and then it disappeared completely.
  • I was around when there was at least a smattering of public relations news somewhere in the publication, and then there was none.
  • I’ve been around since the campaigns like ‘how many licks does it take to reach the center of a Tootsie Roll pop’ were the norm and there was more dispersed coverage of all campaigns than just those that cater to the big advertising guns.

Alas, we ‘fair to middlin’ (what my grampa used to say)’ marketers no longer compute. We don’t have the advertising dollars to play in the same sandbox as the big guns, and the reporting shows.

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Full-Service Marketing Is Extinct Like A Dinosaur

ALT="dinosaur"Used to be, back in the day, that everyone offered full-service marketing. I offer it, and so do you. Anyone hailing from the agency world knows that it’s full service or no service. Whether or not we had the competency to say we offered full-service marketing, we went and got it to compete for the coveted client retainer.

Nothing much has changed since then; except, well, technology. Technology has fully disrupted the marketing blend, or rather it has ‘interrupted’ it as per the op-ed in Advertising Age, “Instead of Focusing So Much on Disruption, Maybe Just Get Better at Interruption,” by Ken Wheaton on July 13, 2015.

Regardless of how you view technology and whether it has disrupted or interrupted your daily grind, one thing is clear. The chaotic complexity is here to stay, and it has made full-service marketing extinct, like a dinosaur. [Read more…]

Direct Marketing As Strategy, Not Tactic

ALT="Opt-in Marketing book cover by Scott Hornstein on Soulati.com"Direct marketing could be called dead like so many other things since the disruption in technology, but it’s not. In fact, direct marketing as strategy, not tactic is also smart marketing. That keen statement comes from one of the most influential marketers in integrated today, Scott Hornstein. The reason I know this to be true is due to the fact that Mr. Hornstein is our very first featured guest on The Heart Of Marketing podcast with John Gregory Olson and me. You do remember I launched at podcast in February, right? We’ve taped about 34 episodes already, and it’s tons of fun. Thank goodness John does the editing because, well, just because.

What are your views about direct marketing as strategy? [Read more…]