Good marketing is never one-and-done

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Griffimages dba Colorado Marketing Chick offers creative marketing and branding strategies to definte and improve audience engagement to boost your bottom line.Today’s rich internet marketing landscape, with its never-ending list of potential touch point platforms, means marketing must be even more dynamic than ever. It means that things like SEO, calls to action, and engagement must be ongoing—it means the job is never “done”! It means that you will have to post, like, tweet, favorite, comment, email, blog, pin, poke, scope, or do something, or some things continuously, if you want to stay in business.

Just as importantly, it means figuring out who your potential audience is, and where and how it’s best to reach them, in a way that will provide the most cost-effective ROI.

At this point you’re probably wondering how you are ever going to keep up with all of this, much less stay on top of it. Unless you enjoy, and are good at, all of this social media and online marketing stuff, and you understand what putting together a solid engagement strategy entails, it might be advisable to outsource at least some of it. This is especially important where the overall brand voice is concerned, and making sure that it is formulated properly for the selected platform so your brand and business are putting it’s best foot forward.

Thumbs Up for Doritos Cowboy Kid Commercial

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So often I am disappointed by commercials, but I have to give major kudos to Doritos’ creative team for their recent Cowboy Kid commercial. This one is cute, entertaining, original, and doesn’t take a negative turn. Perhaps more companies should let their fans create their commercials!

 

Advertising gone wrong: Kayak’s ad epic fail–depicts elder abuse

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As a marketer, I am very aware that “it’s all in the spin” and that this industry often pushes the envelope on the messages used to promote products. It’s a personal thing I know, but I am very sensitive to what I feel is negative or disparaging messaging, and I see quite a bit of that which saddens, and even makes me angry at times. But I can’t remember when a commercial disgusted me so much by it’s complete lack of common sense, common decency, and humanity to the extent that it literally makes me sick to my stomach every time I see it.

Kayak’s most recent commercial showing a middle-aged man using his elderly and obviously fragile mother’s stairlift so that he can continue his vacation search not only flirts with complete stupidity for the totally inane concept, but it seems to blatantly condone what can only be considered elder abuse as he rides up the stairs past his mother struggling up the flight of stairs. I can’t even fathom a situation where this could be considered funny or remotely acceptable!

I can’t decide which I find more deplorable, the “professional” (in this case I’m really quite dubious that term applies) creative team who conceived the concept and sold it to the client, or the company representative(s) who approved it. Perhaps I’m overly sensitive, but I just don’t see how anyone could possibly think this would create a compelling campaign to make someone want to use Kayak’s service. Perhaps this is a case of corporate espionage and one of the competitors has a mole inside Kayak trying to ruin them. I certainly won’t be utilizing Kayak’s services and will do my best to discourage anyone I know from doing so as well.

I know that I am not alone in finding this commercial offensive, inappropriate, and downright inexcusable. I can only hope that there is enough outrage to impact their bottom line so they discontinue the disgusting commercial and seriously rethink their corporate values and approach to promoting their services!