Murdoch Marketing http://www.murdochmarketing.com Just another WordPress site Fri, 11 Aug 2017 14:59:14 +0000 en-US hourly 1 http://wordpress.org/?v=4.1 Nostalgia And The Power Of The Past http://www.murdochmarketing.com/2017/08/nostaligic-marketing/ http://www.murdochmarketing.com/2017/08/nostaligic-marketing/#comments Thu, 10 Aug 2017 18:27:24 +0000 http://www.murdochmarketing.com/?p=17908 Nostalgia: a sentimental longing or wistful affection for the past, typically for a period or place with happy personal associations. I just attended my 20th class reunion. We celebrated the anniversary of Harry Potter. My daughter attended the summer camp I went to as a...

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Nostalgia: a sentimental longing or wistful affection for the past, typically for a period or place with happy personal associations.

I just attended my 20th class reunion. We celebrated the anniversary of Harry Potter. My daughter attended the summer camp I went to as a child. And thanks to the limited release of the iconic 90s clear carbonated beverage known as Zima, my friends and I were able to relive our ‘glory days’ while toasting a friend’s birthday. So for me, this summer has been a ‘blast from the past’ and I’ve been feeling pretty nostalgic.

Nostalgia has a trigger that brings back memories of happiness. So it’s no wonder that marketers are using it as a strategy to win the hearts of consumers.

Nostalgic marketing is not a new strategy, but does seem to be one that’s being used more and more. Products from the past are being reproduced and remarketed. Iconic songs and television shows, historical events and vintage images are being used to draw consumer’s attention and to creative positive feelings toward their brands.

When you appeal to someone’s love for something or a fond memory, they are likely to share it — whether it be a post on their Facebook page or a topic of conversation with family and friends.

Nostalgic marketing can also connect generations. When a product, experience, song or television show brings us happiness as a child, we often want to share that with the next generation.

I could fill this post with many great nostalgic marketing examples, but I’ll leave you with this advertisement that aired last summer for McDonalds. The Cyndi Lauper remix, the imagery and sentiment of the ad draws me in … time after time.

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Why I Tell You This. http://www.murdochmarketing.com/2017/07/why-i-tell-you-this/ http://www.murdochmarketing.com/2017/07/why-i-tell-you-this/#comments Fri, 14 Jul 2017 16:54:10 +0000 http://www.murdochmarketing.com/?p=17896 Today marks the 22nd year of my sobriety. It’s also my turn to write a blog post, a task we rotate among ourselves at Murdoch Marketing. My anniversary is not a big deal, but writing about it is a bit cathartic. So here it goes....

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Today marks the 22nd year of my sobriety. It’s also my turn to write a blog post, a task we rotate among ourselves at Murdoch Marketing. My anniversary is not a big deal, but writing about it is a bit cathartic. So here it goes.

There are those who wear their sobriety like a badge of honor and those who never, ever speak of it. Both are right, I’m sure. I guess I fall somewhere in-between, and I’d like to tell you why.

I tell you this because I believe that the anonymity aspect of twelve step groups, including the mother of them all, is designed to protect the organization, not the individual. This is misunderstood by many. Virtually all recovery programs today are derived from the original program with a book by the same name. Derivatives don’t work as well as the original, just as recipes that are close to Aunt Betty’s key lime pie rarely, if ever, taste as good Aunt Betty’s key lime pie.

I tell you this because I have worked with several persons I admire who are very open about their journey.

I tell you this because more often than not, this topic discussed over dinner or a round of golf, invariably leads to some person sharing with me the story of their wife or child or close friend who is suffering or lost. They don’t know what to do.

I tell you this because there is a gross misconception the disease of alcoholism can actually be cured or that treatment is as simple as attending more church services or following “why don’t you just quit” advice from friends and family.

I tell you this because there is simply too much political correctness and conditional morality in the world today, and speaking truth in a small way just seems like the right thing to do, even if it is as unsolicited as this post.

Last but not least, I tell you this because I can.

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Meet Shalee, Our New Social Media Marketer + Writer http://www.murdochmarketing.com/2017/07/meet-shalee-our-new-social-media-marketer-writer/ http://www.murdochmarketing.com/2017/07/meet-shalee-our-new-social-media-marketer-writer/#comments Fri, 07 Jul 2017 15:49:10 +0000 http://www.murdochmarketing.com/?p=17833 Tell us about Shalee. Hi! My name is Shalee, a recent newcomer to the Holland area. I grew up in central Michigan before moving to East Lansing where I attended Michigan State University to pursue my degree in advertising. After graduation, I took a gap year...

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Tell us about Shalee.

Hi! My name is Shalee, a recent newcomer to the Holland area. I grew up in central Michigan before moving to East Lansing where I attended Michigan State University to pursue my degree in advertising. After graduation, I took a gap year to travel and spent half my time living out of a backpack and the other half living out of a van. You could say I like adventure. I’m happy to be back in my home state of Michigan; nowhere in the world are there better sunsets!

Do you enjoy social media and writing?

Funny enough, I hated writing until I was about nineteen. I found my love for it about three years ago when I started a blog to record my travels. I think writing is an incredible way to showcase emotions and share stories. I was never very good at math or science, and writing felt so right, like I had found my niche. It’s completely dynamic, and I love that it constantly changes. You never write the same article twice.

Social media is a place where you can engage and connect with people all over the world. I think that’s incredible and powerful.

What do you do in your free time?

I love being outdoors and exploring. You won’t often find me “relaxing at home” on weekends. I will try almost anything once. Photography is also a big part of my life. My parents gave me my first camera when I was 14 and the rest is history.

Craziest thing you’ve done:

Probably the time I decided to cliff jump off a seventy-foot cliff into the Georgian Bay.

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Elbow Grease http://www.murdochmarketing.com/2017/06/elbow-grease/ http://www.murdochmarketing.com/2017/06/elbow-grease/#comments Wed, 28 Jun 2017 13:11:49 +0000 http://www.murdochmarketing.com/?p=17870 It had been at least fifteen minutes since my aunt left me alone in the bathroom. I could just make out David Bowie and Queen on the radio, but I was under way too much pressure to enjoy music. It was a hot, dirty Saturday...

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It had been at least fifteen minutes since my aunt left me alone in the bathroom. I could just make out David Bowie and Queen on the radio, but I was under way too much pressure to enjoy music. It was a hot, dirty Saturday morning, and that floor wasn’t going to clean itself.

It seemed like an eternity since my tongue-lashing and I still couldn’t find it. I had searched everywhere and was down to my last option. It was time to face the music. I reluctantly found my Aunt and admitted…

“I can’t find the elbow grease.”

She lit up. Laughed harder than I’d ever seen her laugh, and then laughed some more. When the tears dried, she explained the term “elbow grease” and demonstrated how the job should be done. In doing so, she gave me another great lesson in mentoring.

“Can’t we give ourselves one more chance? Why can’t we give love that one more chance?”
–D.Bowie & Queen

Working at Bullinger’s Pub was a rite of passage in my family. It was an honor. And with 42 first cousins, it taught me a lot. I learned I was replaceable. I learned when to laugh and when to get to work. I learned how to deal with difficult people, to be punctual, respectful and responsible … and early that Saturday morning, I learned humility.

The point I want to make is these early, dirty, humiliating experiences with repeated failure can provide priceless life skills. I credit these early jobs with giving me the confidence to do anything and to take pride in my work. Beliefs I still hold today.

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Spice Up Your ‘Out-Of-Office’ Reply For A Quick, Simple Marketing Opportunity http://www.murdochmarketing.com/2017/06/simple-marketing-opportunity/ http://www.murdochmarketing.com/2017/06/simple-marketing-opportunity/#comments Fri, 23 Jun 2017 12:59:41 +0000 http://www.murdochmarketing.com/?p=17860 This week marked the official start of summer, often a popular time to take that family vacation or to get away and ‘un-plug’ for a few days. So it’s a great time to do a refresh on the importance of setting your out-of-office reply and...

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This week marked the official start of summer, often a popular time to take that family vacation or to get away and ‘un-plug’ for a few days. So it’s a great time to do a refresh on the importance of setting your out-of-office reply and how a few simple additions can spice it up a little.

First off, if you’re planning to completely ‘un-plug’ for the week and won’t be checking your email, make sure to set your out-of-office reply. You never know when a customer or potential lead will try to contact you.

Second, by adding just one extra line to the standard “I will be out from …please contact so and so in my absence” text, you can encourage users to visit your new blog post, check out the latest product on your website, download your latest PDF document or visit the new video you just posted to your YouTube channel.

A sample ‘Out Of Office’ message may look like this:
I will be out of the office Friday, June 23. Please contact our office at 616.392.4893 for assistance. While I’m out, be sure to check out my latest blog post ‘The Power Of The Pop-Up': http://www.murdochmarketing.com/2017/05/the-power-of-the-pop-up/.

By taking just a few extra minutes when creating your out-of-office reply, you can enjoy your vacation, knowing you’re doing everything you can to market your brand and drive traffic while you’re away.

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When the Student is Ready, the Teacher Will Appear. http://www.murdochmarketing.com/2017/06/when-the-student-is-ready-the-teacher-will-appear/ http://www.murdochmarketing.com/2017/06/when-the-student-is-ready-the-teacher-will-appear/#comments Thu, 15 Jun 2017 12:21:31 +0000 http://www.murdochmarketing.com/?p=17847 Having been in the advertising business for some 40 odd years, I take comfort in Frank Sinatra’s “The Best is Yet to Come”. Over the course of the last month, doors opened for me via a great lesson in generosity. It started as a casual...

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Having been in the advertising business for some 40 odd years, I take comfort in Frank Sinatra’s “The Best is Yet to Come”. Over the course of the last month, doors opened for me via a great lesson in generosity. It started as a casual shot-in-the-dark email one Sunday morning to the man whose voice I have long admired in Ken Burns documentaries (as well as some 100+ movies). Would he consider narrating a documentary for a not-for-profitable client? And it culminated late last week when Peter Coyote read the final pick-ups for a Holland Hospital 100th Year Anniversary video we were wrapping up. Despite the fact that Mr. Coyote was cited as one the leading money making entertainers last year, he graciously agreed to read the narration of our 26-minute documentary. “He does this to pay back,” said his agent. A sterling example of generosity that helped set, without question, the high watermark in my career. I am both amazed and grateful that this political, social, theatrical and Zen icon took the time to help us. Thank you, #petercoyote. Read his books.

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I Stayed Up to Watch a Two Hour Ad http://www.murdochmarketing.com/2017/06/i-stayed-up-to-watch-a-2-hour-ad/ http://www.murdochmarketing.com/2017/06/i-stayed-up-to-watch-a-2-hour-ad/#comments Fri, 09 Jun 2017 14:02:26 +0000 http://www.murdochmarketing.com/?p=17838 The current record for running a marathon is 2:02:57 seconds.  Nike, the athletic apparel brand, announced an event aiming to not only break the world record but also break the two-hour barrier. Many thought they were crazy as a two-hour pace would mean dropping more...

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The current record for running a marathon is 2:02:57 seconds. 

Nike, the athletic apparel brand, announced an event aiming to not only break the world record but also break the two-hour barrier. Many thought they were crazy as a two-hour pace would mean dropping more than six seconds per mile off the current record pace of 4:41/mile.

To help close the six-second gap, Nike engineered custom shoes for each of the three runners. The shoes, which are not available for purchase, supposedly boasted a four percent increase in efficiency. They also selected the race to take place on a custom formula one track in Monza, Italy, where ideal temperature conditions would be met and assembled a team of pacers that would rotate out in front of the three runners to help with drafting and pacing. The assembled team meant a breaking of the world record wouldn’t even be recognized. The sole reason Nike was doing this was to see how far they could push the human body.

During the livestream Nike would cut away and cover two-minute stories of each athlete and the technology implemented to make it happen. A very positive tone of running and human achievement was carried throughout the message. It almost felt like every runner was cheering them on.  

In the end, Elide Kipchoge came just short of breaking the two-hour barrier. And although he failed to break it, it truly showed that a human could one day do so. The official world record is bound to drop in the next major marathon. 

Personally, I was extremely excited to watch the event and thought it was a great Friday night. I didn’t even realize the thousands of Nike swooshes that littered the screen and failed to realize I watched a two-hour advertisement until the next day, when I went for a long run and noticed that I had put on a Nike shirt and pair of shorts. I definitely ran faster.

Learn more about the Event or watch the Full Stream.

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You’ve Got Mail — 5 Tips for a Successful Newsletter http://www.murdochmarketing.com/2017/06/building-a-successful-newsletter/ http://www.murdochmarketing.com/2017/06/building-a-successful-newsletter/#comments Thu, 01 Jun 2017 14:00:57 +0000 http://www.murdochmarketing.com/?p=17803 Email campaigns and digital newsletters are tricky but powerful marketing tools. They have their own etiquette, technological constraints, and methods of interaction which is largely reliant on the individual user (and their mail client of choice).  Always push your email campaigns further with vision and strategy,...

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Email campaigns and digital newsletters are tricky but powerful marketing tools. They have their own etiquette, technological constraints, and methods of interaction which is largely reliant on the individual user (and their mail client of choice).  Always push your email campaigns further with vision and strategy, but don’t lose sight of these basics:

  1. Frequency isn’t King

Don’t think of email as a channel, like you would YouTube or Facebook. You don’t need (or want) a constant feed being sent out to all of your list. Instead, use it to build and enhance relationships at scale. I subscribe to a lot of newsletters – so many I created a separate email so I can sort things properly. But no matter how much I try to stay on top of that inbox, it seems if I take a break for 5 minutes I have 50 new emails – most from only a handful of companies. It reminds me of winning solitaire on the computer — watching all the cards bounce around the screen until it’s full of pixels. It feels like something is happening, but usually it is an illusion of engagement and productivity. No one trusts a needy newsletter flooding an already out-of-control inbox. Think as someone who receives the newsletter rather than someone who is sending it. This mindset will guide your messaging and future campaigns, especially when you can tailor several variants of a campaign based on the end viewer. Which brings me to my next point…

  1. Context is King

The true core of any marketing piece is the context. What environment is your user in when they interact with your marketing? What are their goals and obstacles in that moment? For example, most emails are read on mobile first, sorted or filed, then read later at a desktop. This means your campaign likely touches your user in two distinct contexts – first when they’re busy or on the move. This means your initial impact has to be loud, appropriate, and helpful enough to get filed or saved. Then, in the usually slower environment of checking email at the desktop, the user will click around, read and digest the information. Consider this information along with the industries your clients are a part of, their viewing habits, and the situations they access your message when crafting your call to action. Think less of what you want to say, and more of what you’d want to read.

  1. Know Your Data, Know Your Audience

Regardless of the email platform you’re using, there are numerous data and reporting features you may be missing out on. Quick email capture is great for onboarding potential clients, but you should further the relationship by encouraging and guiding your subscribers through a profile setup. You will be able to send them more tailored newsletters, and they won’t be inundated with irrelevant (or too frequent) emails. Make sure you let your subscribers know what information you’ll be collecting and for what reason and have an easily accessible privacy policy. Everyone wins.

  1. Deliver Value, Always.

Lead with content but show how your service or product can help users achieve their goals. Curate case studies, industry news, unique uses, and glimpses into company culture to provide a genuinely useful feed of information. Make sure you don’t fall into the trap of showcasing information more interesting to your employees than your customers. For example, I won’t save an email listing off features missing from my favorite software, but I will save an email with a list of additional plugins that expand those capabilities. Straight information is OK, but information your viewers want to respond to or interact with is a stronger bridge.

  1. Create A Schedule And Stick To It.

You know when your favorite show is going to be on tv (or when Netflix is releasing the next season of Orange is the New Black). If you know when to expect something, you’re more likely to set aside the time for it. Newsletters with a promised timeline (i.e. a Sunday dispatch, a biweekly report, a monthly review etc.) have higher success rates, but only if they stick to that promise. Remember, your goal is to reinforce your brand’s reliability. 

Email is a growing medium in the mobile world, with mobile email opens growing 180% in three years[1]. Most subscription newsletters fall apart because they aren’t implemented with strategy and solid understanding of goals. Gathering content and deploying a newsletter aren’t very difficult things to do. But implementing a newsletter that stays true to the brand, provides significant value to your client base, and continues to bring in measurable results is a perpetual process. Don’t worry — we’re here to help.

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How Many Words Are Pictures Worth? http://www.murdochmarketing.com/2017/05/many-words-pictures-worth/ http://www.murdochmarketing.com/2017/05/many-words-pictures-worth/#comments Fri, 26 May 2017 14:20:47 +0000 http://www.murdochmarketing.com/?p=17775 In the age of digital media our brains are called upon to register more photos than words. Think about the last time you scrolled through Facebook. Do you remember the statuses or captions? Or do you recall the photos? Appealing photographs and graphics are new age marketing tools that can...

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In the age of digital media our brains are called upon to register more photos than words. Think about the last time you scrolled through Facebook. Do you remember the statuses or captions? Or do you recall the photos?

Appealing photographs and graphics are new age marketing tools that can help build brands, turning a virtually unknown product or service into a viral sensation. And how do brands achieve this level of success?

The hard truth: a picture is worth as many words as you allow it.

By showcasing original photography that tells a story and captures consumer’s interest, you’re already on the path to digital media success. Think of Instagram. There are thousands of brands that built a solid foundation solely through the photo-sharing app.

So what if you’re marketing an analytical brand and don’t think you’re visually appealing? Well, think like PayPal. A financial brand that stamped its footprint in the digital media world by creating visually appealing content for followers that still connected to their product.

It’s a competitive world and sharing stock images isn’t going to win you the race. Investing in photography and original content will not only help strengthen your brand image, but allow stronger connections to be made between your company and your consumer. By producing appealing photography, you’ll attract followers who see interesting content from a brand in which they are connected.

We mustn’t forget about writing, just embrace photography for its growing importance in digital media. Take a look at our Social Marketing employee Shalee Blackmer, who built a lot of her blogging business through photographs, recently featured in Forbes Magazine.

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The Words You Love http://www.murdochmarketing.com/2017/05/the-words-you-love/ http://www.murdochmarketing.com/2017/05/the-words-you-love/#comments Fri, 19 May 2017 10:18:04 +0000 http://www.murdochmarketing.com/?p=17758 Using this proven method, you are guaranteed to instantly achieve greater results from your advertising. What’s more, this new discovery is absolutely free, if you act now. There, half my blog is written. While we’re quick to use tools such as #hashtags and @symbols in our social...

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Using this proven method, you are guaranteed to instantly achieve greater results from your advertisingWhat’s more, this new discovery is absolutely free, if you act now.

There, half my blog is written.

While we’re quick to use tools such as #hashtags and @symbols in our social marketing, we often lose sight (or have never been taught the value) of using the other tools: the right words themselves.

We human beings are hardwired to respond to certain stimuli, and words are no exception. I’m not sure today’s copywriters are required to use at least 2 or 3 selling words in every ad, but they should be. Might feel lame, but it’s not. These words work.

The top words in effective advertising vary slightly from source to source, but you’ll be safe with these.

  1. You
  2. Free
  3. Now
  4. Instantly
  5. New
  6. Guaranteed
  7. Proven
  8. Results
  9. Discover
  10. Save
  11. Easy

To quote Mark Twain, “The difference between using the right word and almost the right word is the difference between a lightning bug and lightning.”

But if all else fails, you can discover guaranteed results @murdochmarketing.com. It’s #easy, and almost #free.

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