Actionable Marketing Guide Newsletter
Published: Mon, 02/08/16
![](http://heidicohen.com/wp-content/themes/heidicohen/images/HC_AMG_logo.png)
actionable marketing guide
Dear , Last night was Super Bowl 50, the biggest football game of the year. The game was played by 2 relatively unknown teams, the Denver Broncos and the Carolina Panthers in San
Francisco. Due to the audience size, it’s the most expensive television advertising buy. This makes the game a marketing must-view. For Mad Men, the Monday morning quarterbacking of Super Bowl ads starts before the game’s coin toss. The pre-game buzz focused on the number of big Hollywood stars. My biggest take-away was the large number of ads that didn’t mention the brand name at all. Among the brands
that did this were Michelob beer, PayPal, Acura, Mini and Expedia. Without any brand mention you’re not maximizing your television buy.
The challenge of creating a Super Bowl ad is that
you’ve got a broad audience. It works great for mass market products associated with sports like beer, soda and cars. If you’re trying to use a Super Bowl ad to break through and build brand recognition, your ad must grab your audience by the shoulders and pull them in. You need great story telling to achieve this. Ask Apple. Their 1984 Super Bowl ad “Why 1984 Won’t Be Like ‘1984’” borrowed George Orwell’s storyline. At that time, Apple’s Macintosh was pitted against the IBM PC. In the ad, IBM becomes Big Brother. (BTW, here’s my full analysis of branding and
ads.) Don’t have a Super Bowl size budget? I recommend building a blog as your online home base. Most blogging software is a simplified CMS (content management system) that enables you create an on-going stream of content that helps develop your brand. If you need help
creating blog content, please join me at my Social Media Marketing World workshop on Sunday, April 17th at 3:00pm, in San Diego. I’m teaching a 90 minute workshop entitled, “How to Create Quality Blog Posts Quickly and Consistently”. Please join me
and hundreds of other amazing influencers for 3 packed days of workshops, sessions and networking. (BTW, I think that the networking yields the highest ROI.) Ann describes it as "A book that functions for marketers as part writing and story guide, part instructional manual on the ground rules of ethical publishing, and part personal
training on muscle-building processes and habits." Everybody
Writes is top on my list of the books that have inspired my work. One lucky subscriber will be getting a free copy of Everybody Writes. We'll tell you who in next week's
newsletter. Our randomly selected subscriber, Dr Kavita, will be receiving a free copy of The Content Formula Congratulations, Dr Kavita! Happy marketing, Heidi Heidi Cohen Actionable Marketing Guide P.S: If you enjoy reading this email newsletter, perhaps there’s a friend or colleague that you’d like to recommend us to? Please send them this link to our email signup page. http://heidicohen.com/subscribe-to-actionable-marketing-newsletter/ |
2016 CONFERENCES
|
|
RECENT POSTS ON THE ACTIONABLE MARKETING GUIDE |
2016 Facebook Marketing: What You Must Know To Succeed
7 Facebook Marketing Tactics Based On 4Q2015 Results
Your 2016 Facebook marketing strategy is vital to your business success.
Facebook continues to be the social media giant that can’t be ignored by marketers regardless of location or type. Its 4Q2015 earnings report confirm this.
The social media platform continues to exceed financial performance expectations. Marketers pay special attention to these numbers because they translate to higher 2016 Facebook marketing costs. Continue reading
Enhanced Existing Content Marketing Increases Your ROI
Give Your Content A New Lease On Life and A Second LTV
As pressure increases to show measurable content ROI, marketers will focus on enhanced existing content marketing.
Enhanced existing content marketing up-cycles your published content with low marketing investment to improve results such as increased leads or sales.
Improving existing content isn’t a new concept. Continue reading
Small Business Web Hosting (Solopreneurs Included)
How to Build Your Small Business Website
Regardless of your small business marketing goals (brand building, establishing thought leadership, lead generation, product sales or distributing content,) choosing the right small business web hosting and software is critical for your business. Continue reading
Everybody Writes – Book Interview
Heidi Cohen interviews Ann Handley
Q: What’s your best piece of advice for readers looking to improve their marketing?
Slow down. In our fast-paced world, the tendency is to go fast and break things. That’s fine in some parts of the business world (like tech development).
But in content marketing, I’m an advocate for a slower, more deliberate approach. A slower approach is armor against burnout, dejection, and (ultimately) the erosion of confidence in the amazing power of a content program.