Four Marketing Lessons Learned During Denver’s 48-Hour Film Project


In addition to scrambling around Denver, writing the worlds fastest screenplay and filling my purse with cash and guns, I learned a few lessons applicable to this crazy agency life along the way: Lesson #1: Everyone has something to contribute. Even the smallest part of your project is important to its overall success. For example, one of the assignments was to wait at a costume store for the genre assignment. Armed with a modest budget, we were ready to buy props for anything from a horror movie to a Western musical. Upon arriving, I introduced myself to a costume store employee named James, detailed the task and requested his help. As soon as we got the call (spy movie!), James happily pointed out every cool master of disguise costume in the store. There were other 48 HFP teams on site as well, but theyd ignored James and he was more inclined to help us first. We were out the door ready to dress our actors while the other teams were still shopping. Lesson #2: Youre only as good as your team. Movies and marketing campaigns have a common thread: You cant do it all by yourself. We were lucky to have both seasoned professionals and novices on our team, which resulted in an unbeatable mix of experience and new ideas.
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Marketing Strategy Must Include a Solid Website, a Good Social Media Campaign and Great Content

Marketing Strategy Must Include a Solid Website, a Good Social Media Campaign and Great Content image Synergy14

While the main ingredient in almost any marketing strategy is a Google friendly website, unless that website incorporates a blog and links to social media sites, the chances of getting found, let alone getting customers, are becoming slimmer by the day. Today, having a Google+ page has become a key element for most companies that want to get a larger footprint on Google. Also, active well-run Facebook and Twitter pages will bring much more traffic to a companys website today than almost any other form of advertising. A well-planned and well-executed social strategy is key. As the playing field has become more crowded and the noise level is sometimes deafening, it is no longer enough just to start a free account on a social media site and post intermittently or randomly. In fact, in order to remain visible to Facebook friends, not to mention getting Page 1 rank on search engines, it is critical that companies post a steady stream of useful information over as many platforms as possible. What is good content on social sites? While cute images are good ways to attract attention, and special deals and coupons are good ways to entice people to become customers, an even more important way to attract and retain customers is with a blog linked to the website. Synergy is at work when the blog posts are linked to the social siteseven Pinterest. (Adding a provocative image to a blog post and posting it on Pinterest may generate enough interest for viewers to click to read more.) The reason smart companies work so hard to get friends and followers on social sites like Facebook, Twitter, Google+, LinkedIn and Pinterest is to have a large, interested audience to market to. However, as we know, overt marketing strategies do not work on these sites. When a blog post presents interesting, informative and educational copy, the company is able to present itself as a though leader someone who understands a customers pain and can offer a solution without a whiff of marketing rhetoric. An added benefit to blogging regularly is that each blog post becomes a stand-alone web page, indexed by Google. When good key words are used, those posts often appear on search engines higher than the companys home page.
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Five Reasons Your Marketing Department Is Not Big Enough

Five Reasons Your Marketing Department Is Not Big Enough image collaborative hands

We cant say that R&D, or manufacturing, or product development, or finance, or human resources are functions that should be handled by multiple departments. But, we have reached a point in the evolution of business where marketing is an enterprise wide responsibility. There are some people in other functional departments who dont have a high opinion of marketing. They dont want to be associated with marketing because their perception is that we marketers manipulate buyers into opening their wallets. As if thats even possible today Therefore, I offer five reasons that no marketing department is big enough to handle the role of marketing, and a few ideas on how to deal with it. Admittedly, some of these reasons overlap with each other. Five Reasons Your Marketing Department Is Not Big Enough Domain Expertise In most marketing departments, the staff is hired based on their marketing skills and credentials, not on their expertise of the companys industry. No matter the industry whether its health care, manufacturing, software, hardware, professional services, financial services, entertainment, etc., the domain experts have titles like engineer, doctor, nurse, attorney, producer, analyst, designer, developer, auditor, product manager, technician, customer service representative, sales manager, etc. The lack of domain expertise among the marketing staff is not a new phenomenon.
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