Smooth Ubiquitous Operator

Like everything else in life marketing and advertising is a constant balancing act. It is always difficult make our product a part of everything in a target consumers lifestyle. This gets even harder when we have to toe the line to make sure its not annoying to the consumer.

The easiest and lazy marketers way of achieving this balance is using celebrities. The thinking behind this is that consumers already like the celebrity so they won’t mind a plug for say, sneakers. This is a good strategy until we account for all the other marketing firms plugging their clients products with their own celebs. The noise gets so bad that an average consumer just switches their decision making factors to some other aspect of their life.

In the past I have made the argument that there is no need to reinvent the wheel for every account. This still stands. Keep the principles basic and the execution unique. Take a look at this article about stealing and being original at the same time. Steal like an artist and relax. – Nothing is original. (via Lifehacker)

Marketing lesson: Integrate your promotional strategy in your target consumers lifestyle, make it unique, keep it simple and most importantly be disciplined/consistent.

Until next time,


Quoting Cool

“To Speak is to Seek Understanding.”

We dont really hear anyone using ‘Stand the gaff’, ‘By hook or crook’, ‘In apple pie order’ or other much loved phrases which were part of everyday conversations in the 1800 and early 1900’s. Only place these exist now are history books, movies (to stay true to the time period.)



Moviegating: Driving close behind a car which has TVs in the headrests so you can watch the movie too.

If marketing was personified the skeleton would be communication. Spoken and unspoken language plays an important role in getting the message across to target audiences. For example, Ford might have used a Lincoln quote about honesty to build trust in its cars. Today a tax service might visually show Moviegating with a text overlay that says “we dont do this.” to convey the same idea of honor.

Some will argue that phrases transcend time, this is true for a very small minority of quotes. Also this type of immortality comes with a price. Phrases that are well known are also very frequently heard (refer to Spongebob and message recall) which dilutes the associations a potential consumer will make with that phrase. There are ways to introduce the old and own it (Target – My favorite things campaign) but seldom is the expense justified in such a cause.

The trick is to take a clever or even and interesting phrase associate them with a trigger and then spread it like wildfire. This is what the my favorite things and Target association is for me.

Marketing Lesson: It is important to speak the same language as the target, be it jargon or culture. It is more important to speak the same phrases as the target market, for this is a language in its own. In the fast paced and completely information overloaded market a potential consumer does not have time or the inclination to absorb a paragraph or even a couple of lines. This is where phrases and pictures (more on that soon, promise) become vitally important.

Until next time,



SpongeBob and Message Recall

My first post here since moving to the great north a.k.a. Canada. I’ll try my best to leave out the eh! in my writing.

Today i am adding a new category to Marketwala called MEMORY. As you may imagine memory plays a very important part in a marketing message. The reason we have supremely annoying advertisements and amazingly smart ones is because the marketer is trying to help us recall the message.

To create a effective message we need to understand how it will be consumed.

On the theory side a message needs to follow a certain route so that it may be recalled effectively, lets call this memory processes and stages. (Before we dive into the process if you need to review definitions for some of the words used please scroll to the end of this post.)

Memory can be described as a reconstructive process. Imagine a million light bulbs arranged in a grid. Each bulb on its own can only remember two things, the on and off state. But the whole grid together can form various shapes. Continue reading