Want to get into marketing? Read everything.

Image courtesy of Olivander

This post is aimed at anybody trying to get into a marketing communications career.

When starting out 11 years ago in marketing, I got an initial surprise. I realised that many of the marketers I met didn't seem interested in studying the past. In learning more.

For example, I met people that considered themselves direct marketing professionals - yet had not read the books by John Caples, Claude Hopkins or even David Ogilvy. There were people responsible for online marketing who gave me blank looks when I mentioned Jakob Nielsen. I bet there are people today responsible for email marketing who had never read Permission Marketing, Unleashing the Ideavirus or anything by Seth Godin.

I was surprised but pretty happy. This was a real opportunity for me. So I studied everything I could find.

Direct marketing and online marketing were the areas I was working in. So I started there. I read every book or article I could find by these guys - John Caples, Claude Hopkins, Drayton Bird, Denny Hatch, Bob Stone, Graeme McCorkell, Jay Abraham, Seth Godin, David Ogilvy, Julian L. Simon as well as others somewhat connected to the discipline like Richard Koch and Ries & Trout.

There were obvious links between direct and online marketing. Online was getting bigger, so I decided to upskill myself more. I bought some books on webdesign and usability (Steve Krug, Jakob Nielsen) and taught myself how to build and design websites using the Macromedia products Dreamweaver and Flash. And I started reading Danny Sullivan's newsletters about search engine optimisation.

Later on, I read everything I could find on advertising and brand management, from the likes of Jon Steel and John Grant to Alan Cooper and David A. Aaker.

Third hand knowledge is not a substitute for experience. But even with experience, having knowledge from others will vastly improve your decisions. And if you don't have the experience, and really want to become an expert in an area, start reading everything you can about it.

If you really want to get into marketing communication - start with the authors above. But don't limit yourself to books. Blogs, email newsletters, articles, forums. There is so much information available. Much of it is free. Email me if you want names of other good books.

Have a read of Outliers too - Malcolm Gladwell's explanation on what is required to master any given area.

This really is insightful comms

This really is insightful. I'm guilty of the almost-empty milk bottle and last minute laundry.

Found via Adland

Be consistent but evolve - Absolut Vodka

Consistency is generally something brands try and maintain in their advertising.

The reason is clear. A consistent look or feel across your advertising will help consumers know it is you quicker. Each ad builds on previous ones and helps build awareness quicker. At less cost. All good. But the danger is everything becomes the same. And you lose cut-through. Yes, they know it is your ad but are bored with it.

Absolut Vodka is an interesting case study of a brand that has been highly consistent - while managing to inject relevance into their advertising.

Absolut break many of the rules most brands work within. For example, unlike most global brands in the 80's and 90's, they never used TV to build their brand. Most brands might use an advertising idea for several years, then move onto another. Absolut have used the same campaign since their very first ad in 1981. And unlike many premium brands, all their advertising is based on product shots - on the bottle.

They are consistent. Very. But they are brave and intelligent enough to break their own brand guidelines rules, while still staying true to the campaign. For example, in the beginning they agreed they would always have two words in their headline. Nice idea but they dropped this, as it was limiting. You'll see many ads with just one word. Another example - in the beginning, their brand colours were black, blue and white. Again, they dropped this later, introducing some vibrant colours like red, blue and yellow.

Seems like small stuff but if you've worked with any large brand, you'll know how serious they are about their brand guidelines. And rightly so. Brands need guidelines to be consistent, to get the awareness and craft the right position and image. But having the courage to break the rules is important.

I'll come back to Absolut in future posts pointing to more examples showing their leadership approach to brand management. There is a good book available with all their ads if you're interested.

I first saw this a few months ago, and was memorized.

I first saw this a few months ago, and was memorized.

There is a lot of talk about putting money into digital marketing instead of TV. However, (I think) it was Richard who first pointed out that digital doesn't do 'emotion' very well. Clearly I'm a fan of digital marketing. It has advantages over other advertising media. But I believe its real strength is not actually in advertising e.g. banner display ads. No offence meant lads, you do some of the finest digital advertising I've seen. But digital's strength is in its intimacy and closeness. See my tumbleweeds ramblings for more on this.

This ad demonstrates that, when done right, a TV ad can still invoke an emotive feeling better than any other advertising medium.

I suspect I've watched this about 40 or 50 times. Visually it is just stunning. I love the music track. It is called 'To build a home' by Cinematic Orchestra. It was used in an episode of Grey's Anatomy. Worth listening to it in full here. I downloaded the album after a few listens.

Will this ad sell?

Found via AdsoftheWorld

Visually, this looks good. The contrast between the shiny car and everything else would catch a reader's eye. The copy reads "New Megane Coupe. Everything else seems older".

The message is clear-ish - something along the lines that this car is more advanced or at least will look better than other cars in the market. The visual and copy both amplify this message. I can't fault the execution.

But does this sell? I don't have experience marketing cars. Is it ok to just say that the car will stand out? Without giving any reasons why? Or is the strategy to compete on looks alone? And this ad is simply to show off how well the car looks?

And if so, is that good enough?

Orange tv ad

I've always liked Orange ads. One of my all-time favourites is the New York Blackout one. This one here isn't bad at all either.

Striking press ad

Press ad for a shopping centre in Sao Paulo. The copy - which is too small to read - says "Morumbi Shopping Fashion Mall. For and inspired by the city of Sao Paulo." Visually this stands out. And feels high quality for a fashion mall. Nice job.

Found via here.

Insightful MINI press ad

I liked this. Reminds me of when we all sit outside the pub or restaurant even though it is freezing. Found via AdsoftheWorld

What can your phone do? Can it help kids with Autism?

Lisa in Irish Autism Action asked me (given my O2 connection) to mention the deal on the Samsung Tocco. Buy one in June and money will be donated to kids with Autism. Nice phone if you're in the market for a new one.

See Lisa's post for all the info.

Women's mini marthon - an exercise in focus

Image courtesy of Irish Cancer Society & Daffodil day

Sitting in the shade last weekend, I watched a bit of the Dublin Women's Mini Marathon.

It is an impressive event, with about 40,000 women taking part. No doubt it generates a load of cash for charities. Initially I wondered if it would be more successful if it opened up participation to men also?

The answer is no.

By focusing on women, it gives the event focus. This is not just about running. It is about women getting together for a day out. And getting together beforehand to train. And raising money for good causes. Running is often considered a lonely sport. Not this. It is a very social occasion. Owned by women. It is about solidarity. This makes it much easier for the organisation managing it when it comes to promotion, fundraising, sponsors and the day itself.

I don't actually know their reasons for keeping it just to women, but it feels like a very successful excercise in focus.

Another insight into twitter?

If you like some honest, blunt opinions about brands and advertising, and do not yet read The Ad Contrarian blog, do drop over. You'll enjoy.

He posted recently with his observations on twitter.

Such as "Anyone who actually reads all the tweets he gets is completely and utterly insane. I'm convinced that most people follow other people not because they're interested in what they have to say, but in the hope that they, in turn, will be followed."

Sounds controversial. Any twitter users agree?

Explaining twitter status updates

Status updates explained from quub.com on Vimeo.

I seem to be posting more about twitter these days. I don't use it myself to be honest. Although I joined and followed Southwest Airlines last year as an experiment to see how a brand that really cares about its customers might use this. And was impressed - see Southwest Airlines is following me. I'm not a big facebook user either. But do find all this stuff interesting.

Found this video at Helge's blog. He makes the point that the twitter updates seem just like the old 'broadcast model'. But of course from an individual, not a tv or radio station.