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.

[Read more…]

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"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…]

Hospitals Failing Caregivers; How About Caregiver Marketing

ALT="Hospitals failing, caregiver marketing, Soulati Media"Hospitals failing caregivers; you hear it all the time. That’s the opinion of every caregiver I meet who has had the unfortunate experience to enter the U.S. healthcare system alongside a loved one.

Right now, I grieve for a family member who just died, and she suffered a frightening death in a Midwest hospital. Her mother tells the story that the nurses really didn’t know when her daughter vomited in a chair and became unconscious because no one was monitoring the patient.

I am upset for my dearest friend and his sister who are standing by helplessly as their mother is dying of small cell cancer. Getting an appointment for radiation has taken more than three weeks, and the people working in that satellite clinic are rude, uncaring, cold, and unresponsive. The scheduling staff lied to the patient’s daughter and son who said they had called to schedule the patient’s appointment. Proving that lie was easy. The only phone number in the patient’s chart is the daughter’s, not the mother’s. [Read more…]