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Hello. I'm Stacey Pilcher. I am a strategic marketer and brand consultant who is passionate about helping my clients build their businesses.
I started my business in 1999 and believe inspiration comes from within - and also within the Grand Canyon - that's why you can find me hiking there every year.
I started this blog to help my clients think about new opportunities. How can I help you?
Posts Tagged ‘advertising’
Got a Light?
Monday, March 22nd, 2010
Advertising has taken many shapes and forms over the years and is constantly changing due to technology and culture. Who would have imagined when Al Gore “invented” the Internet that the interface would become a platform for advertising and social media?
One unique medium to fall victim to both technology and culture in the 20th century has been the matchbook – wonderful miniatur
e pieces of advertising, art and memories. They were first commercially produced in the 1890s in the United States. But it wasn’t until the 1940s that they began to reach commercial success as an advertising medium. Matchbooks served as reminders of products, restaurants and destinations for nearly five decades.
Smoking was cool back then, too. Just watch the popular TV show Mad Men for five minutes.
But in 1968 the first anti-smoking campaign ran in the U.S. Within three decades, the number of smokers was reduced by 50%. This was a true cultural shift. Today, smoking is even banned from restaurants and bars. To make it even more difficult for the little matchbook, technology changed. Disposable lighters flooded the market and the matches became archaic.
Now an art form for collectors, the matchbook holds a unique place in history. Will Facebook one day stand by its side? You can count on change as the only constant in marketing, and in life.
Tags: advertising, marketing trends, social media
Posted in 2010 | No Comments »
Quack Marketing
Tuesday, February 23rd, 2010
Yesterday while reading the ever serious Harvard Business Review, I really quacked up.
A piece expertly written by the CEO of Aflac, Daniel P. Amos entitled “How He Fell for the Duck“ was the culprit. It was about how he fell for the duck, how the duck grew the business and how the duck went global. It reminded me how important it is to approach marketing with an open mind.
FreeFoto.com
Not that a duck, or for that matter a gecko is right for every client’s marketing campaign, but being safe usually is not a big winner either. In marketing moving forward with calculated risk is a good thing.
Calculated? Think of a game of bridge. It is defined as a game of skill and chance. Decisions are made based on the players’ knowledge of what has already transpired and their tactical abilities. The style and demeanor of each team factors into the play, and of course the luck of the draw. In marketing we are faced with much of the same challenges.
1. Know the market – What has already transpired and what is the projected environment?
2. Recognize the advantages – What makes your company/product/service special?
3. Study the consumer – What are their motivations and why are they relevant?
4. Set objectives – What are the desired results of the campaign?
All these questions help assess risk. But how much risk should you take? Mr. Amos said, “Don’t risk a lot for a little; don’t risk more than you can afford to lose; and consider the odds.” The duck debuted on New Year’s Day 2000. If you are risk adverse, play it safe. Puppies and cute babies are always a sure bet.
Tags: advertising, global marketing, marketing, risk
Posted in 2010 | No Comments »
A Picture Paints 1000 Words – Advertising that Connects
Tuesday, October 21st, 2008
The value of a picture is in the meaning it conveys. The point when a picture becomes an image. The power of the image lies in the interpretation by the consumer. Every consumer will interpret a picture differently, depending on their perspective.
Painting an image that connects with your consumer opens communications and helps create more meaningful marketing and advertising. The key is in understanding your consumers’ point of view. It is not enough to know their age, income or marital status. It’s almost like you need to see inside their head and then help them build an image they believe in, one they can own.
Cognitive scientists do look inside people’s heads. Professor of Business, Emeritus, at Harvard Business School, Jerry Zaltman, studies the human brain. How it works. He has a patented process that uses visuals and metaphors to unlock the underlying beliefs and feelings that influence consumer behavior.
It’s called ZMET (Zaltman Metaphor Elicitation Technique.) In his new book, Marketing Metaphoria, he unlocks eight deep metaphors shaping human thought: balance, transformation, journey, container, connection, resource, and control.
Tapping human metaphors or images that relate to feelings and connections makes communications more meaningful. It is what makes a picture into at least 1000 words or 1000 words into an idea.
Tags: advertising, consumer perception, marketing, metaphors
Posted in Brand Adages | No Comments »