Archive for the 'Advertising' Category

John Follis talk on “Marketing 3.0”

Tuesday, August 7th, 2012

What “Content is King” really means.

Monday, June 18th, 2012

Considering that the phrase appears 32.9 million times on the Web (I just Googled it) chances are you’ve heard it. But, do you know what it really means?

It came from an ’06 Bill Gates article predicting that the big bucks on the Internet would be generated from information and entertainment “content.” In essence he was saying that while technology is a great tool, great content is what’s most important.

Though it applies to web content like blog posts, videos, tweets, etc, the concept of “content is King” is not limited to the web. (more…)

“Marketing 3.0” – John Follis at NY Business XPO

Monday, May 28th, 2012

Never before have there been so many cool, low cost ways to get the word out. And, never before has it been more confusing. With the dizzying array of traditional and non-traditional options and a Social Media landscape that seems to change monthly, it’s hard not to be confused. Yet, you’ve got two choices: figure it out, or be beaten by the competition who has.

John’s recent NY Business XPO talk at the Javits Center provides an overview of the key things that everyone needs to know to market effectively today, and tomorrow. Right click to download.

For info on John’s Marketing Therapy program to help small businesses market themselves with maximum effectiveness, click here.

Celebrity Apprentice (Personal Brand) Winners and Losers.

Monday, May 21st, 2012

While we all now know that Arsenio Hall is the ordained Celebrity Apprentice, the question that 18 celebrity managers and publicists are now asking is: “How well did my celeb score with the public and potential advertisers?” As I write this teams of celeb interns are busily foraging through Twitter posts and blogs to report back on how their celeb came off. Though their celeb may not have won, a good primetime showing could mean millions for their celeb in the form of that next TV deal or Superbowl spot. Here, then, are my big winners and losers.



Before this season’s CA, few knew much about Clay Aiken beyond his being “that gay American Idol singer.” Clay’s amazing showing on CA has totally elevated his public awareness and personal brand. Not only did it reveal his amazing vocal talents to millions of potentially new fans, but it also revealed him to be a super smart, caring, determined, classy, easy-going, and genuinely good, likeable guy. Perhaps, more importantly, it will hopefully help break down negative attitudes that continue to exist toward the gay community.


Arsenio Hall even joked about it himself, “I meet a lot of people who, when they meet me now, say: ‘wow, man, I thought you were dead.” I don’t think he’ll be hearing much of that any more. Like Clay, Arsenio proved that he’s a class act, even with his Aubrey O’Day moment. (I doubt many could blame him) And, who knew the dude could sing! I’m not sure where Arsenio went since his show ended in the mid-nineties, but wherever that was, his great, likeable CA performance should open doors in a major way for him. Woof, woof, woof!


I don’t think anyone knew Dayana Mendoza before this season’s CA. They do now. Despite the negative stereotyping that Lisa Lampanelli did her damnedest to try to re-enforce, Dayana proved that you can be both drop-dead beautiful and smart. Her calm resolve against Lampanelli’s relentless broadside salvos also proved she’s as tough as they come. Though she may not have won the game her personal brand scored huge. Bravo, Dayana.




If this was HBO or an esoteric cable channel Lisa Lampanelli might have gotten away with her condescending, foul-mouthed antics. Not on NBC in primetime. I’m sure she was told as much by her handlers (if there even is such a thing). Even with her 11th-hour attempt at crisis management by coughing up the 10k for Clay’s charity and acting all sweet and self-effacing with her final comments, it was too little, too late. She may have won big bucks for her charity, but she blew it big time to take her career up a notch. Had she been smarter she could have won while staying true to her wickedly, wise-ass persona. Instead, she just came off wicked.


It’s not surprising that Aubrey O’Day and Lisa Lampanelli bonded. Both are talented and incredibly driven. Both are also narcissists who couldn’t help but take every on-camera moment to exclaim how amazingly awesome they were and how amazingly retarded most of their teammates were. That’s not the way to win the game or public favor. Of course, her fans will continue to adore her and she deserves props for her money-raising efforts for charity. However, her “don’t hate me because I’m beautiful…and smart…and, did I mention awesomely creative?” attitude won’t score points with the public or major advertisers.


GM Dumps Facebook. Who Doesn’t Get Who?

Thursday, May 17th, 2012

(Guest post from Maureen McKeown. Creds below)
With all this talk about GM not understanding social media because they dissed Facebook’s new ad platform, I wouldn’t say GM doesn’t get Facebook as much as I’d say Facebook doesn’t get advertising. I know this is a bold statement. But I say it with 25 years of ad experience including working on GM’s social media campaigns when they started up at Big Fuel, as well as working for Facebook on a once “top secret” ad-unit reinvention project in 2010 well before the new timeline.

My thoughts on GM

GM was certainly forward thinking enough to jump on the social media bandwagon early. They were appreciative of their custom Facebook pages filled with content and promotions they could link too from all media channels. (more…)

Want successful marketing? Better be doing more than Facebook and Social Media.

Wednesday, April 18th, 2012

A recent article makes an important point that shouldn’t be missed amongst the Social Media fanfare. It points out that “Millennials (ages 16-34) are more likely to explore brands in social media than non-Millennials (35-74)” Duh. What’s so revealing though are the surprising numbers. Only 17 percent of Non-Millennials are more likely to buy a brand if it has a Facebook page, according to the research. But, the number is only 33% with Millennials. Combine those numbers and you get a surprising stat: 75% of consumers (16-74) are no more likely to buy a brand if it has a Facebook page. With all the Facebook/SM hype I’d never have guessed that.


Monday, April 9th, 2012

“Some business owners feel they’ve got to be in business a few years before they can even think of getting outside marketing help. Steve Jobs got outside help while he was still working out of his garage.”

— John Follis

See full interview


Easter spending: $145.28 per person?

Friday, April 6th, 2012


Really? That’s one helluva Easter basket. According to a SF Chronicle article, “Easter spending is expected to rise to $145.28 per person this year, an 11 percent increase from last year, according to a March 20 report from the National Retail Federation. Total spending will be about $16.8 billion, including $3 billion in apparel purchases, the NRF said.” Read full article.

3 Reasons Why Businesses Fail at Marketing.

Friday, March 23rd, 2012

When it comes to marketing a business the frequent complaint from small biz owners is that marketing rarely works or just isn’t worth the expense. For those business owners I offer the reasons below as to why that may seem to be true.

1.)  You Try to Do It Yourself.

Yeah, I know, you’d get marketing help if you could trust it, or afford it. Yes, it’s true that many marketing firms are beyond the financial reach of many small businesses. However, if you truly believe in the benefits of smart marketing there are professional resources that your small business can afford. You just may have to invest the time to find and qualify them. And, the better you’re able to qualify them, the more you’ll be able to trust them.

One business owner who knew the value of investing in marketing expertise was Steve Jobs. Apple incorporated on January 3rd, 1977, and within the year was running ads created by an outside agency. Great, creative marketing has been a driving force behind Apple’s stellar success ever since. As Anita Campbell, Founder of Small Business Trends, says:

“Business success is all about finding the right outside service providers and using them wisely. You can’t do it all yourself.”


Don’t Hire Marketing Help without “Looking Behind the Curtain” first.

Tuesday, March 13th, 2012

  The fact about many marketing experts is that they really aren’t. To call yourself an expert today you really need to know your stuff. Too many just don’t. Which is why so many businesses have less-than-great experiences with marketing firms and experts. That’s not a reason not to seek outside help. It’s just a reason to be smart about it. The way to do that is “go behind the curtain”… like Dorothy did.

The point is that if you’re needing marketing help you can’t settle for a slick pitch or even a reference. References do help, but it still takes some “going behind the curtain” work after you get one. This “How to Choose the Best Help” article will help you do that. You can also listen to my recent BlogTalk Radio interview. After all, every business deserves the very best marketing help they can get.