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July 2011 - Page 2 of 2 - PS Insights

TRANSMEDIA

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Communication platforms are out, “transmedia” is in. Who knew? Communication platforms signify every make and model of communication devices. Transmedia suggests rich implementation across media in a device-agnostic way. The irony for us is, do we really need a new buzz word – or couldn’t we refer to all of this as “experiences?”

VISION

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Hindsight. Insight. Foresight. It takes all three to successfully manage a business. Time and again we see marketing teams who do two of the three. Usually Insight and Foresight. But they rarely look back to understand how similar marketing efforts have worked in the past. Often, serious marketing mistakes can be avoided if someone would take the time to add “hindsight” to their list of skills. History is a great teacher.

FAD, TREND OR FOREVER?

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Size up what you see on the horizon. Is it a Fad – here today and gone tomorrow? Is it a Trend – a shift in the attitudes, beliefs, habits or opinions of the culture? Or is it Forever – a seismic shift in the zeitgeist? Having a handle on which one it is will lead you to make smarter marketing choices and more profitable ones, too.

THE CULT OF COOL

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Words constantly evolve in our language. Every generation coins a secret set of words that have a unique meaning to them. Eventually, the word leaks into the general vocabulary and becomes a common phrase. By then, the younger generation has moved on and a new set of words has replaced them. But through it all, from hipsters to hippies to baby boomers to Gen X, Gen Y and Millenials, “cool” has remained cool. Something we all can agree on. Isn’t that cool?

FOUND OBJECTS

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Some people’s trash is another’s treasure. Think “shabby chic.” Decorating and fashion often take their best cues from juxtaposing objects, colors, patterns and shapes that intuitively might not seem to go together. But in the mind’s eye of the designer look fabulous when put together. We’re not suggesting never throw anything out, but consider what you have and what you can make of it.

COMMUNICATION IS IRREVERSIBLE

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There’s the Bridgestone commercial where the guy races around town trying to physically retrieve his e-mail from everyone’s computers. Paul’s technique is to write the e-mail he REALLY wants to send. . . and then save it in his “drafts” folder. He knows that what he feels in the heat of the moment isn’t always the best thing to send. Judges on TV shows always say “the jury is instructed to disregard the statement.” None of us ever does. Be careful what you say the first time. It always registers – and there won’t be a second time.

DON’T TELL ME I CAN’T!

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Call Steve a contrarian. Or very competitive. But the surest way to guarantee that he’ll do something is to tell him he can’t. What motivates you? Are you a self-starter? Or does someone have to challenge you in some way to get you going?

INFOMERCIALS

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Did you ever buy anything from an infomercial? Both of us proudly admit we have. The best of them does a brilliant job of saying it, saying it again, demonstrating it, saying it differently, saying it again, and making it feel so utterly indispensible. Bravo to the masters of the medium (and the omelette pan really does work pretty well, too),

ALLOWANCE

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Fewer kids today get a weekly allowance. At first blush that seems surprising, but today’s kids are more savvy money managers than ever before. They get their funds from parents, grandparents, chores and the simple ask. Their weekly tally is far greater than if they had received a standard allowance. After all, they’re shopping in stores, on line and all the time

MARKETING MAGIC

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  Marketing Magic. It’s an essential ingredient in great marketing. “Where’s The Beef?” “Just Do It.” There’s no formula for catching the public’s imagination. That’s why marketing is as much an art as it is a science. There will always be that intangible aspect that sometimes you hit and sometimes you miss. That’s marketing magic!