Author: Patricia Uhrich

Non-traditional cures for summertime marketing blues

Reaching people by traditional media in the summer can be difficult. Your audience may be on  vacation or enjoying the outdoors near home but away from their screens and mailboxes. Fortunately, there’s still time to reach them via some non-traditional outdoor advertising. Whether at the shore or the ballpark you’ve certainly noticed some creative skywriting, banners, blimps, etc. vying for your attention. The question is, are they worth the investment? They must be paying off for someone. Here’s what we know.   Blimps If you want a modern airship like one of the 246-foot Goodyear Blimps, be prepared to shell out $21 million. Most advertisers simply rent a blimp from AirSign that gives them a flying 128-foot billboard with a price range of $200k to $400k per event. Mind you, these are piloted airships with custom skins that are typically reserved for big-budget brands. The return? Besides undeniable visibility that you can’t turn...

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Taking cues from nature to give marketing a boost

Continuing along the “green” path established in our previous post, Tapping into Conscious Consumerism?,  we’ve been looking into the ways in which the natural world influences marketing.   Engineers have long been exploring biomimicry to advance technology and develop new products. Velcro is one of the earliest examples. It was created when a Swiss electrical engineer looked into how seeds clung to his clothing and his dog when he walked in the woods. More recently, scientists have been researching mother nature’s DNA molecules as an incredibly compact and stable source of massive data storage.   In the marketing world, we have been tapping nature, often unknowingly, through rules that have developed over time. Of course, there’s always room to learn more…   We are all flower children Humans are not unlike bees and butterflies when it comes to bright colors. The plants apparently know this, using yellows, blues, pinks, and purples to stand out from the background...

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