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Advertising, I say
A writer's eye-view of the ad biz and more
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How to Land (and Keep) Freelance Clients with Email Marketing

What marketing strategy has a 4,300% ROI? What’s the #1 preferred channel by customers for marketing messages? What marketing most effectively turns clients who’ve forgotten about you into return and repeat clients?
Karen Goldfarb Copywriter's insight:

While this article is targeted to freelancers (like yours truly), it's got some good thinking in it regarding email marketing for larger businesses, too. Like cutting it short with a "read more" link.

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10 Screensavers of Yore

10 Screensavers of Yore | Advertising, I say | Scoop.it
Here's a roundup of screensavers from the '90s, when they were delightfully corny, 3D graphics meant "the future," and flying toasters invaded our dreams. Enjoy!
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Brands and Bands ‹ Advertising Week Social Club

Brands and Bands ‹ Advertising Week Social Club | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

Nice thought, however, I'd argue that many successful brands are very carefully crafted and staged, like top bands. They just don't let their strategy show.

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Company's Amazing Reply to a Raging Customer Has Fans and Orders Pouring In

Company's Amazing Reply to a Raging Customer Has Fans and Orders Pouring In | Advertising, I say | Scoop.it
Every once in a while, giving a foul-tempered customer a public skewering can be good for business.
Karen Goldfarb Copywriter's insight:

Having just dealt with a client whose expectations and manners were similarly unreasonable, this is very timely. 

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When Brands Lie, A Little Piece of Me Dies ‹ Advertising Week Social Club

When Brands Lie, A Little Piece of Me Dies ‹ Advertising Week Social Club | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

"You failed the vision, and didn’t withstand the ultimate test: the customer experience, and experience being the keyword." Which gives us customers the right to lambast you publicly. And we will. So in today's social, easy-to-post-reviews world, lying will cost you.

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Colorado markets Obamacare as insurance for Keggers and Casual Sex - Washington Times

Colorado markets Obamacare as insurance for Keggers and Casual Sex - Washington Times | Advertising, I say | Scoop.it

 In a desperate campaign to get young people enrolled, Obamacare is being marketing as hard drinking, “easy sex” insurance. In a takeoff on the iconic “Got milk?” advertising campaign, multiple ads targeted toward youth push Obamacare like a “blue pill” allowing for more drinking and more sexual hookups.


Via Paula Maria Tinoco Trindade
Karen Goldfarb Copywriter's insight:

That's an interesting angle. Actually, all of them are.

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Five Ways the Advertising Industry Is About to Transform

Five Ways the Advertising Industry Is About to Transform | Advertising, I say | Scoop.it

Technology has prompted tremendous change in the advertising industry—change that would have been inconceivable even a decade ago. People are accessing, consuming, and sharing content in more varied ways than ever, and marketers have scores of new opportunities to understand, reach, and engage with consumers. But at the same time the ecosystem of technologies that supports online advertising has become so complicated and cumbersome that it actually makes it harder for advertisers to invest more money to market effectively, putting the industry’s growth at risk.

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Marketers, Welcome to the World of Disappearing Media

Marketers, Welcome to the World of Disappearing Media | Advertising, I say | Scoop.it

What if ads had their reach only because people share it? What if every ad disappeared just like a snap chat post? It would be an amazing challenge for marketers. We should create appealing and worth-sharing ads every time. Calls to action would have to be strong and worthy. Personally I'd love an advertising world like this.


Via Oscar Beltran
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The Three Slide Agency New Business Pitch.

The Three Slide Agency New Business Pitch. | Advertising, I say | Scoop.it
I like talking to agencies and to clients.  Always learn a lot with a little listening.  I was talking to my agency friends at Tag in Philadelphia the other day.  We were having a proper chat. They...
Karen Goldfarb Copywriter's insight:

Slide 1: Your logo. Slide 2: Infographic about your prospect's business situation. Slide 3: Your agency/brand solution process. 

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6 restroom ads that tanked - Copywriter Karen Goldfarb

6 restroom ads that tanked - Copywriter Karen Goldfarb | Advertising, I say | Scoop.it
In honor of the 16th Annual Restroom Advertising Conference, which just wrapped in Las Vegas, I bring you six ads you just might have seen when you least expected or wanted to.
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How to Improve Your Klout Score — and Why You Should Bother

How to Improve Your Klout Score — and Why You Should Bother | Advertising, I say | Scoop.it
A Klout Score is a number given to measure influence in digital networks like Twitter, Facebook and Google+. It's important to businesses and individuals.
Karen Goldfarb Copywriter's insight:

Is it possible that Klout score actually can matter? It's possible if you're an influencer or influencer wannabe.

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Popcorn at the movies: Oral interference sabotages advertising effects

Popcorn at the movies: Oral interference sabotages advertising effects | Advertising, I say | Scoop.it
Advertising uses repetition to increase consumers’ preference for brands. Initially, novel brands gain in popularity due to repetition, which increases the likelihood that consumers later buy the brands.
Karen Goldfarb Copywriter's insight:

Hey brands advertising in movie theaters. Popcorn is sapping your mojo.

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Sex, Lies, and Our Secret Motivators | Neuromarketing

Sex, Lies, and Our Secret Motivators | Neuromarketing | Advertising, I say | Scoop.it
Here’s news that probably won’t shock you: sex is at the top of our unconscious minds. And, when marketers ask us, we won’t come close to admitting it.
Karen Goldfarb Copywriter's insight:

What's the Number One unconscious value that motivates Americans? It's not what you think.

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Kenzie Jay's curator insight, October 7, 2013 1:47 AM

What drives us to make decisions we make in the marketplace?

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50 Top Testing & Optimization Solution for Internet Pros - 'Net Features - Website Magazine

50 Top Testing & Optimization Solution for Internet Pros - 'Net Features - Website Magazine | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

If you're considering website refinements, such as A/B testing, this list may help. I'd have preferred they not just list the vendors but actually take you to the products they like (for example, Adobe's #1 but the link just drops you at the home page), but nevertheless, worth a read.

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Top 10 brand campaigns of 2013 | Branding | Creative Bloq

Top 10 brand campaigns of 2013 | Branding | Creative Bloq | Advertising, I say | Scoop.it

"There are many potential ingredients for a great branding campaign. It might be amusing, dramatic, beautifully shot or in some cases controversial..."

©


Via Leona Ungerer
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The New 4Ps of Marketing « Saatchi & Saatchi Asia Pacific

The New 4Ps of Marketing « Saatchi & Saatchi Asia Pacific | Advertising, I say | Scoop.it

The 4Ps is a concept originally coined in the 1960s by E.J. McCarthy. In short, if you have the right Product, in the right Place, at the right Price, supported by the right Promotion, you will likely have the right marketing mix in place to be successful. It’s an idea that is still taught in many marketing classes and continues to have traction in certain marketing circles. However, in the Age of Now this model seems out of touch with the expectations of empowered consumers. In turn, we are seeing the traditional 4Ps give way to a new set: Purpose, Passion, Participation, and Profit...


Via Jeff Domansky
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Miklos Szilagyi's curator insight, December 28, 2013 12:48 PM

Very interesting (and highly relevant to the helping professions such as coaching...) move from the original 4Ps of marketing (the right Product, in the right Place, at the right Price, supported by the right Promotion) to the new 4Ps:

Purpose (what your business stands for),

Passion (all about leveraging the power of your people to build your brand, see Empowerment...), 

Participation (companies are looking for partners with the same values whom they can work with to make a difference and further their reach)

Profit (self-explanatory...)

 

Now, this is not a gobbledygook, these are real elements and here also appears the unavoidable need for a passionate, involved, engaged, aligned and empowered staff... do you understand the importance of this? It is a free advertisement for the helping professions, guys...

Anthony M Turner's curator insight, January 2, 2014 5:12 PM

this makes a lot of sense....

Ashley Pero's curator insight, January 31, 2014 10:45 AM

Great insights on marketing that might make the whole concept seem less foreign to nonprofits.

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If You Were the Next Steve Jobs...

If You Were the Next Steve Jobs... | Advertising, I say | Scoop.it
Want to change the world? Stop solving yesterday's problems.
Karen Goldfarb Copywriter's insight:

"...perhaps the greatest challenge for tomorrow’s would-be problem-solver renegades is [creating institutions] that are capable of taking a hard look at unsolved problems around the globe — as big as climate change, sending humans to Mars, and redesigning the global financial system, and as small as Umair’s perfect coffee — and then accepting the difficult, often painful, always fulfilling, work of attempting to solve them." 

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Embracing Even The Pain of the Creative Process | The Creative Mind

Embracing Even The Pain of the Creative Process | The Creative Mind | Advertising, I say | Scoop.it
If you are a creative person, you are compelled to some extent to engage your mind and talents in doing creative work, despite setbacks and frustrations.

Via Douglas Eby
Karen Goldfarb Copywriter's insight:

“...if you’ve spent two years writing a novel or a year writing a symphony that didn’t come alive, most often a person is going to say to himself or herself, ‘I have no talent; I’m stupid; I don’t want to do this again.’ They don’t quite get that that’s the process. So what really honors the creative process is having, beyond an intellectual understanding of the necessity of mistakes and messes, a deep visceral sense that it’s okay to make mistakes and messes.”


Besides, what else are you going to do? You're creative, you have to create. It's the creative's burden.

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Belkacem Nabout's curator insight, November 21, 2013 1:35 PM
Produits Universaliss Bank....Produits Universaliss Laboratory
http://www.universaliss.net/leader/trader/mpfr/belkacem1173  ;
Belkacem Nabout's curator insight, November 21, 2013 1:54 PM
Produits Universaliss Bank....Produits Universaliss Laboratory
http://www.universaliss.net/leader/trader/mpfr/belkacem1173  ;
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The Subtleties Behind the Company Logos of Coca-Cola, Apple, Nike, and Amazon

The Subtleties Behind the Company Logos of Coca-Cola, Apple, Nike, and Amazon | Advertising, I say | Scoop.it

"Company logos for Amazon, Coca-Cola, Nike, and Apple garner immediate recognition. But these logos do more than that. Here's what that label actually says..."

©


Via Leona Ungerer
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Belkacem Nabout's curator insight, November 21, 2013 1:51 PM
Produits Universaliss Bank....Produits Universaliss Laboratory
http://www.universaliss.net/leader/trader/mpfr/belkacem1173  ;
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Is Creativity Declining Among Young Americans? Visual Art and Writing Examined

Is Creativity Declining Among Young Americans? Visual Art and Writing Examined | Advertising, I say | Scoop.it
Are young Americans losing their creativity? Research in recent years has suggested just that, seeming to show that they're less creative now in decades past--despite the fact that intelligence, as measured by IQ tests, continues to rise.
Karen Goldfarb Copywriter's insight:

Yet the study goes on to say that visual arts show an increase in sophistication and complexity of both design and subject, while writing seems to becoming more conventional, with less genre play, simpler language and more mundane narratives.

 

My take on it is that we're exposing kids to more varied visual stimuli, such as in movies, videos and games, but while they may be writing more (certainly via texting), what they're writing doesn't lend itself to great imagination and word play. And of course, many schools are having trouble keeping language arts in the forefront, despite the "no child left unscathed" laws.

 

What do you think?

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Direct Mail is the Hot New Media - Business 2 Community

Direct Mail is the Hot New Media - Business 2 Community | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

"As everyone flocks to spending more time online, our mailboxes got a lot less crowded. Which means that we pay more attention to what shows up every day in the mail."

 

Other ways to get noticed? Odd sized mail, 3D packages, and end of the week delivery.

 

Good ol' direct mail. We just can't seem to kill it.

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Why Ad Agencies Aren't Going Away Anytime Soon | Al Ries - Advertising Age

Why Ad Agencies Aren't Going Away Anytime Soon | Al Ries - Advertising Age | Advertising, I say | Scoop.it
Great words of advice on marketing, advertising, positioning, and the ongoing need for agencies from Al Ries. Yes, T…http://t.co/mHtNtga1wU
Karen Goldfarb Copywriter's insight:

"Good agency people look at the brand the way the consumer looks at the brand. Not the way the company looks at the brand." Objectivity plus creativity is the real reason to use an agency. 

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The Always-Connected Customer Has Killed Marketing, Finally

The Always-Connected Customer Has Killed Marketing, Finally | Advertising, I say | Scoop.it
Attributed to the rapid adoption of mobile and other technologies, the number of always-connected, never-in-one-place customers, which Forrester refers to as the ‘always-addressable’ customer, will account for 50 percent of all online adults,...
Karen Goldfarb Copywriter's insight:

“complex customer journeys replace linear campaigns as the new normal...It means having the people, skills, knowledge, culture and agility supported by technology (notice, I listed it last) to capture and act in real-time on interactions customers are having in the market regardless of channel or device.  The focus is not on the ‘how’ and ‘where’ but on the ‘what’, ‘when’, ‘who’ and ‘why’."


How to do it? Recognize your customer across channels. Provide for real-time capture and management of interaction data. Create responsive customer journeys. Automate the relationship-driven activities. Make rules-based, next-best journey selection based on customer behavior. Be responsible in your management of preferences and permissions so that you can meet expectations.


Lofty goals...



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An Open Letter to Young Female Creatives: You're in Demand, So Take Advantage of the Opportunity

An Open Letter to Young Female Creatives: You're in Demand, So Take Advantage of the Opportunity | Advertising, I say | Scoop.it
Pereira & O'Dell's executive creative director Jamie Robinson thinks it's a great time for young women in adland. Here's why.
Karen Goldfarb Copywriter's insight:

Interesting perspective on being a female creative in the ad biz. I'd add another point. Don't "act like a girl," act like a professional. If you don't want to be treated like you're the cute, young thing, don't act the part. Don't flirt. Come to the table with ideas in hand, not your compact.

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From Attribution to Collaboration on Adobe Behance ‹ Advertising Week Social Club

From Attribution to Collaboration on Adobe Behance ‹ Advertising Week Social Club | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

I really like Belsky's distinction between critical mass (how many people like it) verse credible mass (who likes it) regarding crowdsourcing. Credibility is the key to using Behance's work in progress feature. Also love Angela Martin's insight on how Goodby hired creatives that post work outside their main discipline. Especially important these days to show versatility and creativity that goes beyond a particular discipline or medium.

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