The Marketing Roller Coaster… Get Off of It

The Marketing Roller Coaster… Get Off of It

Many of us struggle with the roller coaster of marketing then getting busy – when you are busy you don’t market, so then you get not busy and start marketing – cycle up again.

The key is to create a working plan, commit it to a calendar and then MAKE those commitments as important as anything else you do.

Blog posts can be readied when you are not busy, and quickly inserted when things are hectic. Keeping the blog / journal / news section going is important. If you stop, you look like you are not busy instead of the other way around. (I use Editorial Calendar to automate that process.)

Direct mail can be handled by a mail house pretty inexpensively. Have the cards all ready to go, and they will drop them on dates you have pre-determined.

Email newsletters can also be set to go out at a pre-determined time. You can be on location in Saskatchewan and know that your newsletter went out on the date you wanted it to although you are eyeballs deep in snow.

If you are an ardent twitterererer…(?) you can use tweetdeck or hootsuite to automate that process and have them go out on predetermined times/dates as well. Keeping that flow is important if twitter is part of your arsenal.

Linkedin is becoming more and more viable as a place for photographers and there too you can time release content.

Behance should be an as you go situation – adding content as often is it is deemed ready and should be part of your process:
Edit / Cull / Re-edit / Choose / Process / Website portfolio / blog / Behance. I use a folder on my desk for all I like as I am pre-processing. I edit that group later for what I want to show.

The roller coaster of marketing / working is one we can manage more on the marketing than on the working, so design a good system and then… and this is important so listen up… then USE the darn thing.

Gatorade’s Campaign for Exclusionary Positioning

Gatorade’s Campaign for Exclusionary Positioning

Gatorade Tells Huge Demographic to Get Lost

This is a very interesting commercial. They are actually telling a large demographic that they do NOT want their business. If you aren’t someone who works up a sweat, their product is NOT for you. There are a hell of a lot of people who don’t sweat every day and like this product… now the brand is telling them they are not interested in them.

The power of exclusion / premium product branding is that it forms tighter identification bonds with its core customers.

This kind of brand presentation can help ‘position’ the company as a ‘specialty’ company and prefers to cater to an exclusive group of consumers.

The (Gatorade) are not interested in the casual “sport drink” purchaser, they are interested in helping THEIR clients feel elite/special for purchasing the brand.

Could this work for them? Of course.

Can work for a lot of businesses -even small business.

But it must be handled very carefully, because they can be opening themselves up to some pretty interesting pushback from competitors – who could use the exclusionary message against them.

Gatorade is NOT a stupid brand, and I am pretty sure they know what they are doing here. They want to position themselves as THE premier sports drink available for consumers thinking of a purchase.

It will be fun to watch this campaign unfold.


Visuals Can Be Currency

Visuals Can Be Currency

Andrew Scrivani is a food photographer in NYC. He has noted a trend among marketers that shows how powerful they regard visuals.

“So, this latest, most disturbing turn involves a PR company calling me to ask if I would do a “takeover” of their Instagram feed for an event that they are promoting. They reference “terms & conditions” when making the request but it seemed pretty clear to me that these did not include any fees. When I requested clarification of what these “terms” were I got radio silence. I think people in many businesses that need visuals are finding that appealing to an artist’s vanity is an effective way to get free professionally made content. The use of the word “takeover” is a not so veiled reference to when TV music channels and radio stations have Lady Gaga “take over” the channel and play her music and a few of her favorite songs for a few hours….this is NOT the same thing.”

No, it is not the same thing at all. In the case of Lady Gaga, she is spinning other people’s music for which they are compensated. In the case of a photographer “taking over” a companies Instagram feed, it is little more than exploitation with a carrot dangle… the carrot being the amount of people who will be seeing the photographers/designers/illustrators/creatives work.

I imagine one could build a lot of followers on their Instagram and Tumblr feeds if they acquiesce and simply go along. But the biggest lie is that the numbers are more important than the quality. A well targeted, highly loyal ‘fan base’ is far more important to a creative than a massive amount of people who are not engaged, only clicking the like button because they can.

Beware these sorts of campaigns, and at least go in with your eyes wide open. Yes, you may get a lot of new followers, but then so did the person before you and so will the one after you… big deal. The importance would lie in the quality of the followers.

So far, that has not been determined.

(Photograph from New Jersey on a very warm evening in June.)
Big Images on Websites: The Truth

Big Images on Websites: The Truth

From the article on Crazy Egg:

“It is easy to see why this is becoming a regular practice among websites, it gives your site a very sexy look.


A good looking website is one of the first aspects of your site that your visitor responds to, both consciously and subconsciously. The background image, when used appropriately, is an easy way to give your site a sleek look without compromising major real estate.


A well-known conversion killer is stock photography, and the mega image trend requires companies to invest in quality, original photography. With a renewed focus on how photography impacts conversions, the mega image trend has eliminated one of the long-time conversion faux pas.”

It is sometimes easy to look for the cheap way out. And with all the free imagery out there, it is simple to find free and very cheap images.

But if they do not work for your website and actually drive people away, their value becomes contradictory – and they become a liability. One you chose.

Choose wisely.

Apple Looks Back to See Ahead…

Apple Looks Back to See Ahead…

Apple has returned to its roots with the new ad campaign for the iPad.

“What will your verse be?”

A reflection of their earlier marketing approaches when it was geared toward the creative professional, this ad takes the view that we are all creative now. And their tools make it easier and more ubiquitous to be so.

Brilliant move on Apple’s part.

From Tech Crunch (too bad for the ignorant editorial inserted in the parenthesis…).

Apple’s page is also very inspiring.