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August 2010 - PS Insights

FLY PAPER THAT FEELS GOOD

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Great ads should be like fly paper that feels good. Think about your favorite campaigns – you love seeing them over and over again. Stickiness is one of the most overlooked and most important aspects of a great campaign. Consumers love to see them, love to see them again and love to be involved with the brands that bring them communication and benefits that feel so very good.

THE 10 COMMANDMENTS OF DIGITAL MARKETING

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Do you know the 10 Commandments of Integrated Marketing? Yes, it’s “new media,” and “digital media,” but the old rules still apply:

1. Is your content consistent with the brand image?
2. Does the content depend on the brand?
3. Is it congruent with the brand positioning?
4. Is the content simple and honest?
5. Does it relate and resonate with your consumer?
6. Is it entertaining and/or informative?
7. Is it designed to encourage viral distribution?
8. Can it thrive on multiple platforms?
9. Does the production match the medium?
10.Is the r.o.i. a significant multiple of production?

PARDON ME, YOUR STRATEGY IS SHOWING

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Pardon me, your strategy is showing. How often have you seen advertisers make their strategy statement their advertising? There’s a big difference between the two. Strategy is the message you want to deliver. Advertising is the way you deliver it. Your advertising should be emotional and engaging, not literal and logical. So look at your strategy statement and your advertising message. If they’re the same, you’re in trouble.