Healthcare advertising gone bad

I recently saw an ad from a local hospital for their cancer center.   The visual? A black and white photograph of an emaciated, hairless woman with boxing gloves – apparently fighting cancer.

It’s hard to imagine that the creator of this ad has ever known anyone with cancer, or has researched people with cancer. One thing is for sure – there is nothing motivating or compelling to a cancer patient in imagery like this. The last thing they want to see at this difficult time in their lives is a bleak image of an ill patient. Read More

mobile banking advertising

Is your bank or credit union successful online?

Technology is changing at lightning speed. And so is today’s banking customer. Use of mobile banking has increased 50% since last year and nearly one-third of US consumers (32%) now do mobile banking at least once a month according to a recent Accenture survey.

While it used to be enough to offer geographic convenience, today’s consumer is also looking for digital convenience. It’s not enough to just keep up. The smart marketers will be looking ahead with their digital strategies. Are your digital offerings and digital marketing in line with today’s mobile consumer?  Read More

bank stand out

How to get banking customers to choose you

Every year, almost one in ten consumers moves their checking account. What triggers them to move? And how can you help ensure they have their sights set on your financial institution when decision day comes?

First, let’s look at why people switch.  Sure, we know promotions and cash incentives can make consumers change their primary banking relationship. But in reality, it’s a relatively small number. The number one reason people switch banks is life circumstances. Whether it’s a divorce or a move, something in their life has caused a need for a new banking partner.

So are you in a good position to capture these prospects when they’re ready? Here’s some things you can do to help ensure they look your way… and not that of the mega bank across the street. Read More

GenY advertising

A common mistake in targeting GenY

For a variety of reasons, Gen Y is a very attractive demographic for financial institutions.  If you can get them young, they are likely to stay a long time.  And over that time, you have countless opportunities to cross-sell a variety of products and services.  But advertisers often make one common mistake when attempting to target them.   In actuality, Gen Y is made up of two distinctive groups – and their needs are entirely different.  Understanding these differences, and how your products are relevant to them, can mean the difference between money well spent and money down the drain. Read More

Six tips to effective online advertising

Every time you turn around, the Internet is offering more possibilities to advertise and target efficiently.  But how do you know what is right for your campaign?  And how do you ensure that your digital dollars are being used wisely?  Here are six tips to make sure your money spent online gets the most bang for the buck.

1.     Make sure you’re targeting the right audience.  I think we reiterate this in almost every article, but it’s one of the key factors in all effective advertising, and it is one often forgotten. It’s critical to know who is most likely to buy the product your advertising, or identify who you most want to reach. These days, you can easily target geographically, demographically, by behavior, and more.

You can target people who are within 1 mile of your branch, or send them a mobile message in a home improvement store.   You can retarget people who’ve been to your site.  Or you can send out direct mail, and scrub the list to target the same folks by email.  But at the end of the day, all of these smart tactics only work if you’ve first identified and narrowed your best target audience. Read More

tv advertising

Is TV advertising down the tubes or taking off?

The digital age has taken its toll on mass media vehicles, to say the least.  Newspaper and magazine readership is down significantly.  Radio stations are struggling for revenues.  And many marketers have been wondering about TV advertising with so many DVRs in play, as well as competitors like NetFlix. But this year, the broadcast media has some good news.  Due to new technology available soon, TVs will be able to capture what audiences are watching, and relay it to advertisers via the web, opening doors to new ad revenues. Read More

Six reasons your advertising might not be working

These days, we all wear a multitude of hats in our daily jobs.  And with technology and the industry changing around us at record speed, it’s easy to overlook a thing or two.  But at the end of the day, it’s results that count.  So here are six common mistakes that can mean the difference between advertising that performs, and advertising that simply chews up your budget.

Reason #1 – You assumed the consumer would read your ad.  You spent good money to create it and place it, so of course they’ll read it, right?  Wrong.  Remember that the average consumer sees thousands of ads in a day.  They are not looking for yours.  So if isn’t special, or relevant, or memorable, or well placed, it will easily be overlooked.  And your dollars are down the drain. Read More

advertising box

Simple marketing that gets results

Is it possible that four simple words could increase the overall effectiveness of your marketing efforts?  Absolutely.  We’re talking about four simple words that are easy to implement, and could boost customer satisfaction for your product or service.   Quite simply, they are “How am I doing?” Read More


Advertising to the Millennials

Many advertisers are interested in attracting consumers between the ages of 18 and 34.  While this can be a very profitable audience for marketers, it can be a rather complicated and elusive audience to convert. Read More

Promotion gets a failing grade

Recently, I received a “thank you” from ATT in the mail.  It was a $10 Starbucks gift card.  A nice thought, I remember thinking, and set it to the side.  A week or so later, I grabbed it to head out to Starbucks and realized they hadn’t actually sent the gift card.  I had to call ATT, let them thank me in person, and then I would be given the card.

It was beginning to seem like less of a thank you.  But it really went downhill when I picked up the phone.  I had to go through a series of prompts, and I was then put on hold for several minutes.  I found myself thinking what a lousy advertising promotion this was.   And who was responsible?  What were they thinking?  Anyone who deals with ATT already knows that their customer service is terrible.  Why would they want to highlight that?  Why take a customer who is otherwise doing well and put them through a miserable phone experience?

When the representative came on the line, she thanked me for being a customer for so many years and asked if I would prefer to have the coupon emailed or sent by mail?  Well, email of course – then I could use it before I forgot about it.  Which is when she told me the email would take 6 weeks.  Mail would take 12.  It doesn’t get any worse than this, does it?

There are a lot of lessons here.  Make sure you have clear goals with your promotions.  Know your product well, along with its negatives.  And never, ever highlight your negatives.  Certainly don’t shove your customer’s face in them.