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Jul 31 2008

Episode 15: The Art of Marketing Art

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Marketing can be quite difficult. John Wanamaker, who founded one of the first department stores in the US, is attributed as saying, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

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Of course, there are always new tools that aim to make marketing easier and more quantifiable. For example, Wired is currently trying out a technology from a new company called SnapAds that simplifies performance testing. They take a banner ad for a Wired Magazine Subscription – you know the ones, “Subscribe to Wired… Just $10 a year” – and simultaneously are able to test 9 different covers, 6 product offers, 7 calls to action, and 10 colors. That’s a lot of data to analyze, and fairly groundbreaking.

So as I was walking home through Union Square in Manhattan recently, I came across an artist displaying his work, and I was struck by something so simple, that I wanted to highlight it and share it with you.

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Jul 24 2008

Episode 14: Interview with Julia Allison - Queen of self-promotion, lightning rod for publicity, Wired cover story

Posted by: admin in podcast

For this week’s podcast, I interviewed Julia Allison, who appears on the cover of the August issue of Wired Magazine. We talked about tips for self-promotion in the new media age, personality-based marketing, and why she won’t be buying an iPhone.

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View photos, videos, and story links in the blog post below:

“BRACE YOURSELF”

Those were the words that Wired Editor-in-Chief Chris Anderson said to me when I told him I was interviewing Julia Allison for my podcast.

I’d already seen the media maelstrom that starts churning whenever her name is mentioned. And so had he. In response to a thank you e-mail Julia wrote to him, knowing all the flack he would take for putting her on the cover, Chris stated “Don’t worry—we’re big boys and we knew what we were doing.”

Put simply, what he was doing was marketing. Some people love her. Many people hate her. But what you can’t deny is that she’s a lightning rod for publicity. Would you prefer the alternative of a boring cover that doesn’t evoke any reaction?

I’ve heard more than one person say, “Oh my God, I hate that girl, I was on her web site for 20 minutes and I can’t believe the things she posts on there.” From a strictly marketing perspective, the key phrase is “on her site for 20 minutes.” What is the average time spent on your blog or website?

Julia talks about:

What three elements make the top YouTube video of all time
What is the “The Worst Idea She’s Ever Had”
Why she refuses to get the new iPhone 3G

So pull up a chair and play the podcast above or download via iTunes.

Photos and videos!

Continue reading to see multimedia elements discussed in our interview:

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Jul 16 2008

Episode 13: Marketing lessons from the Street Spam Man.

Posted by: admin in podcast

In this week’s episode, I get away from million dollar advertising agencies with slickly produced ad campaigns, and in the immortal words of the Doobie Brothers, I’m taking it to the streets.

You can either listen to this post via podcast:

Or read it as a blog post:

As an online marketer of “new media” I’m always on the lookout for effective ways to use new technology, be it viral campaigns on social media sites or tapping into new platforms such as the iPhone. But sometimes the most effective marketing campaign is standing right in front of you every single day.

Let me explain.

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