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Mark Pilipczuk's blog by Mark Pilipczuk is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Category Archives: Marketing
Adventures in Winback Direct Mail
Winback direct mail works when done correctly. Here’s an example from Blue Bottle Coffee that could have been so much better. Continue reading
Posted in Analysis, Marketing
Tagged Blue Bottle Coffee
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Want to win in marketing? Think like a marketer, not the NSA. Surveillance doesn’t equal marketing strategy. Continue reading
Monday, 19 September 2016 1:01 pm
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Pokémon Go: This Year’s Ice Bucket Challenge
Starting roughly, oh, today, marketers and ad agencies will be asked to “do the same thing as Pokémon Go.” Continue reading
Posted in Communications, Marketing, Media, Product Development, Rants, Tactics
Tagged nintento, pet rock, Pokémon Go, social media, viral
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There Are Always Trade-offs
As CMOs, we often ask our staff and agencies “is it possible to..” Update that deck weekly Track performance of that number daily Have a quick weekly check-in to discuss another metric The answer, of course, is yes. It just … Continue reading
Posted in Career, Leadership, Marketing, Philosophy
Tagged choice, CMO, decisions, marketing, TANSTAAFL
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(Occam’s) Razor-Sharp Targeting
A straight razor–used properly and with care–can do the job as well (or better) and far more cheaply than one of the newfangled five blade gizmos being sold by the big consumer products companies. Likewise, sometimes the best targeting and … Continue reading
Posted in Communications, Direct Response, Marketing, Media
Tagged advertising, occam's razor, Occam's Targeting
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Nitrocellulose lacquer: the smell of customer service?
If you want to experience outstanding customer service in action, I suggest you visit Wildwood Guitars in Louisville, CO. I took a detour yesterday to visit the famous guitar emporium on a trip to Aspen and was greeted by Senior … Continue reading
Posted in Branding, Customer Care, Guitar, Marketing, Travel
Tagged branding, Colorado, Customer Service, experience, guitar, travel, wildwood guitars
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When Nobody Cares About Your Brand…
…marketing gets easier. Wait, how can that be? As Bob Hoffman reminded us today and as I’ve been saying for years, nobody cares about the vast majority of the products or categories in which they buy. When you dismiss the … Continue reading
Posted in Branding, Communications, Marketing, Philosophy, Sales
Tagged Bob Hoffman, brand, branding, social media
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Social Media: How To Focus On The .02%
Before the next social media maniac wants you to invest large swaths of your marketing budget entering into “conversations” with customers and prospective customers, watch this video. Greet them at the door with a calculator and do a little math. Then, … Continue reading
Posted in Analysis, Branding, Marketing, Media
Tagged Bob Hoffman, content marketing, conversations, social media
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Trident Gum: Paying Peanuts and Getting Monkeys?
Think your advertising copy is lousy? It could be worse. You could work for Mondelez. I was standing in line at Walmart–hoping that nobody I knew would notice me there–when I looked up and saw this POP display right over … Continue reading
Posted in Branding, Communications, Marketing, Rants
Tagged copywriting, Mondelez, Project Sprout, Trident
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Waiting Two Years–Why Most B2B Marketing Isn’t Marketing
If you’re a B2B marketer and knowing the customer isn’t #1 on your agenda, fix it now. Continue reading
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