Saremo

How Zombies Can Hurt Your Brand

Joe Watson — Wed, 25 Apr 2012 18:31:27 +0000

You know those times when you have what seems to be a good thought in your head, only to realize in the lag time between your brain and your mouth that it's not actually something that should be said out loud? Well, the same thing happens in the creative process. Sometimes bad ideas get all the way through to implementation. Fortunately, the results are usually not catastrophic. Equally fortunate, unique insights are often gained and the resulting improvements are exponentially better.

The Legacy of Logos

Joe Watson — Tue, 03 Apr 2012 20:28:00 +0000

I had a birthday last week, which always lends itself to reflection and self-examination. You know, that whole taking of stock of your life, coming to grips with your mortality and pondering your legacy nonsense. OK, so that’s heavy-handed and I’m not quite that old yet, but you get the idea. Interestingly enough, I was [...]

Subcontractors from Hell (and Heaven)

Joe Watson — Fri, 16 Mar 2012 15:41:22 +0000

Subcontractors either come with horns or wings. The key to identifying a good vendor before engaging them on a project comes down to doing your due diligence and not taking shortcuts because of time constraints. This is a lesson we recently learned (again) the hard way. For a quick synopsis of these lessons, skip to [...]

There’s a Sucker Born Every Minute: Absurd Use of QR Code Technology

Joe Watson — Mon, 05 Mar 2012 23:01:03 +0000

I was just perusing the latest issue of Chief Content Officer and stumbled upon a blurb about a company selling QR code ad space on rooftops. Yes, rooftops. You can read more about this marvelous new service here. Let me ask a silly question. Who the hell is going to read a QR code on [...]

Forget the Niche

Joe Watson — Thu, 01 Mar 2012 14:26:49 +0000

Interesting article from Paul Roetzer, another Cleveland guy and author of The Marketing Agency Blueprint, which I’m reading right now. A couple of thoughts: Used to be the old adage was “get rich in a niche.” While there is still a spot for highly specialized marketers (usually in a specific technology), Roetzer makes the point [...]

Are You Brawling with Your Customers?

Joe Watson — Fri, 03 Jun 2011 18:32:49 +0000

The other day I was watching an interview with Rob Chiarelli, music producer and engineer extraordinaire. (Sample clients include Christina Aguilera, Will Smith, Madonna and Leann Rimes.) The interviewer asked how Rob resolves creative differences — which are bound to run high when dealing with superstar egos. His response is spot on:

"They're paying me for my opinion. They're not paying me to fight."

It is not uncommon for designers and marketers to adopt a "holier than thou" attitude. How about you? Are you fighting with your customers?

Avoid the Dreaded “Fatal Error” in Your Next Marketing Campaign

Joe Watson — Tue, 03 May 2011 20:26:15 +0000

I’m a big fan of Macaroni Grill. With pour your own house wine and good bread and olive oil, what’s not to like? My daughter is hooked on their Mozzarella Alla Caprese, and any time you can get a 7 year old to eat tomatoes it’s a good thing.

Over the years, I ended up on one of their email lists. To this point, it has done nothing for me. They’d send generic emails, with no incentive, no call to action, no real purpose. Finally, I received an email with an offer. Fill out a survey, get $5 off your next visit. I click the link and off I go.

Is it Real, or Is It Memorex?

Joe Watson — Tue, 12 Apr 2011 01:56:57 +0000

Yes, I realize the picture is actually from a Maxell commercial, but it's too cool an image to pass up. For those who are pining away for an actual Memorex commercial, check out this one – complete with Ella Fitzgerald, Chuck Mangione and his "Feels So Good" flugelhorn. Priceless.

It was this article about making music on the iPad that sent me spiraling off on the above tangent. The premise, as evidenced by the article title, is that with the advent of technology even pesky little things like talent are optional when making music. To those of us in any creative field, this is old news. Every designer has a horror story about the client who paraded out the boss's nephew as the next great "graphics designer". Who needs an agency when you've got little Johnny in his bedroom with a PC and Microsoft Paint? He can build logos and web sites and get you that new brochure in Word by tomorrow. All for some Mountain Dew money and a new JLA comic.

Content vs. One-to-One, and Why Phone Calls Still Matter

Joe Watson — Thu, 24 Feb 2011 16:11:46 +0000

Santana's version of "She's Not There" did it for me. That's the first song I remember hitting me in the gut. Carlos's emotional outpouring and devastating tone left an indelible impression on my young brain. I've been playing guitar ever since. Along the way, I've picked up recording and music production skills, and about a year ago I started learning my way around a drum kit.

I've spent a ton of time in music stores, and I'm on way too many music-related mail and email lists. Some of these marketers are doing a fabulous job. Let's take a look at a couple, and see why one gets my business for important purchases.

Make an Offer That Can’t Be Refused. Make It Personal.

Joe Watson — Wed, 09 Feb 2011 22:04:08 +0000

We are inundated with marketing messages everywhere we turn. Every day, there's another sale, another coupon, another offer. We start to tune it all out.

The solution, however, is not to stop making offers. The solution is to make better offers. Make your audience feel "more special". How do you do that? Make it personal. Collect quality data from your customers and prospects, then leverage that into a personalized one-to-one marketing campaign.