In this new, technology-driven world of marketing, do the proven principles of marketing strategy still apply? Or are there new rules for marketing success? Here are five new marketing rules created by the enormous impact of technology plus five time-tested marketing principles -- and the reasons to consider both in a smart marketing strategy....
View MoreAre you looking to create a great advertising campaign for your organization? Come to Cleveland. While we’re not Madison Avenue or even Michigan Avenue, some of the best advertising and marketing campaigns in America are being produced in Northeast Ohio. Here are 10 reasons why Cleveland, Ohio is a terrific advertising town and a great place to create and execute a smart marketing strategy....
View MoreBrides are spending big money on weddings. According to the Wedding Report, the cost of an average wedding in the U.S. is $25,200. Market research firm IBISWorld estimates that the U.S. wedding industry has grown to $55 billion in annual sales. That’s a lot of cake, tulle, and flowers – and as the mother of the bride, I can tell you from personal experience that it’s also a fascinating example of what works (or doesn’t work) in sales and marketing. Here are six lessons for your smart marketing strategy that...
View MoreThe Super Bowl is marketing nirvana for advertisers. Not only is it the most-viewed TV program of the year, but viewers are almost as interested in the ads as the game. But how do you know if a Super Bowl ad will be a winner -- and a smart marketing strategy? Here's my annual guide for how to evaluate the marketing effectiveness of Super Bowl advertising....
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The term “media” used to have a simple definition in marketing: "Media" were the paid advertising channels marketers used to deliver promotional messages to prospects. But today’s definition of "media" is decidedly different. If fact, there are three kinds of media that belong in a marketing plan: Paid, owned, and earned media. Here’s what "media" means today and why paid, owned, and earned media should be part of your smart marketing strategy. New Elements of a "Media" Plan When I studied advertising at Ohio University, my textbook defined a media plan as “the overall...
View MoreMore than 6,500 people have read my blog post about Time Warner Cable's ad campaign with former NFL Coach Bill Cowher and dozens have commented. Here's what people saying about what may be the worst ad campaign on television -- and three lessons for your smart marketing strategy....
View MoreWhy Time Warner Cable's "Something Old" ad may be the worst ad on television and a prime example of what NOT to do in a smart marketing strategy, from Cleveland, Ohio marketing consultant Jean Gianfagna....
View MoreBuilding your company’s brand around your name can be a smart marketing strategy, especially for professional services companies. Here are six reasons why it’s smart to name your company after yourself, three ways it can be problematic, and some tips for branding success....
View MoreThe Super Bowl is the most-watched event on live television. Marketers spend millions to buy 30-second ads. But many of those ads will fail. How can you tell if a Super Bowl ad is a smart marketing strategy? Here's an encore post about to evaluate the marketing effectiveness of Super Bowl advertising from my viewpoint as a marketing consultant. I'll be tweeting comments throughout the game; follow me on Twitter: @jeangianfagna...
View MoreOne of the most common creative approaches in advertising is making fun of someone or something. When it’s on point, an ad that mocks can engage and entertain. But when it goes too far, it feels mean, casting the marketer in a bad light and unsettling the audience. How do you know when funny goes too far in advertising? Here are five tips for developing a creative approach for your smart marketing strategy that mocks without being mean....
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