In this age of multi-channel marketing, companies need to determine the best ways to use all their resources to convert browsers into buyers. This article I read recently illustrated how Avis did just that, and there are good lessons here.
A recent McDonald’s commercial for coffee got me thinking about how best to engage prospects. The comments on YouTube about this commercial were highly derogatory, saying that the guy is a jerk (to put it mildly). What they fail to realize is that it is brilliant; this is how engagement marketing works.
I share in this post my methods for creating marketing messages that are relevant, compelling and persuasive, walking through an example from my own life.
A number of years ago, when I was with a different company, I met with my department’s VP and he said something that I will never forget. Something along the lines of, “You’re different from other people because you’re not a rock chipper. Rock chippers are great; you hand them a rock and something to chip away at it with, and they’ll do so in earnest. The world needs rock chippers, but some have to be leaders.”
