Original X Productions’ Post

Nashville Public Radio: Where Trust & Action Converge - Discover the power of trust and action in public radio marketing. Learn how aligning your brand with our platform drives engagement, loyalty, and results for your brand. #wpln #wnxp #loyalcustomers #brandengagement #nashvillesponsorship

Check out our latest blog post delving into the fierce marketing battle between the Barbie movie and Oppenheimer! Discover how two distinct approaches have yielded remarkable results, captivating audiences worldwide for months before both films recently hit the big screen. https://lnkd.in/dEcpbBmN #marketing #boxoffice #barbiethemovie #oppenheimermovie #barbenheimer

SCOOP: Dow Jones finalized its agency review process, moving its business from The&Partnership and mSix&Partners, to Mother, Mediahub Worldwide and eg worldwide. I have information from CMO Sheryn Weiss about the review, and on her marketing strategy, in today’s Adweek story. #Media #Advertising #Marketing #Agencies #AgencyLife #DowJones #WSJ

Check out Katch International's latest blog post delving into the fierce marketing battle between the Barbie movie and Oppenheimer! Discover how two distinct approaches have yielded remarkable results, captivating audiences worldwide for months before both films recently hit the big screen. https://lnkd.in/eAaz2Vez #marketing #boxoffice #barbiethemovie #oppenheimermovie

📸 BEST MARKETING CAMPAIGNS OF H1 2023 📸 When it comes to digital marketing, thinking outside the box and taking a bold, imaginative approach can elevate your brand and captivate audiences like never before. Here's why being creative with your digital marketing is more important than ever: 🔍 CUT THROUGH THE NOISE: With the constant influx of information bombarding consumers daily, standing out is challenging. Innovative and unique marketing campaigns grab attention, making your brand memorable and fostering a lasting connection with your audience. 📈 BOOST ENGAGEMENT & CONVERSION RATES: Creativity has the power to evoke emotions and inspire action. Engaging content that taps into the hearts and minds of consumers can result in increased click-through rates, improved engagement, and higher conversion rates. We all remember the Phil Collins Gorilla advert right? Dairy Milk sales increased by 9% from that ad alone! 🌐 EXTEND THAT REACH: Viral content spreads like wildfire in the digital realm. By tapping into the power of creativity, your marketing efforts have the potential to reach a broader audience than ever before. Think viral videos, captivating visuals, and interactive content that spark conversations and encourage sharing. Going beyond the ordinary ensures your message travels far and wide - TikTok is the key here! To improve your conversion rates on your paid media, Lunio is the answer ☂️ #digital #marketing #ppc

Marketing - if at all - has to be further invested in! and budgets doubled! Companies are making a huge mistake by cutting bck on marketing budgets -the moment your brand is not visible - you will lose share and will have to cut back on staff. People expoct THEATRE from big brands and they sack these brands if they disappoint! Look at Telstra - once they wrote big ads with lines like "What brings us together sets us apart" to the sound of Silverchair. Then some less than passionate team goes and puts a guy on a piano on a cheap studio stage and plays a non descript classical piece - to get the ad done to budget and on time ...hello, you're talking to AUSTRALIA - the BUSH - piano...the brand just alienates itself with that ad and its yuppy model choice The big mistake company CEO's, CFO's and many CMO's make is to put all their money into digital. This is a colossal mistake - you can't build a brand by using Google ads and SEO and SEM - these are functional media that are designed for the SME market - the drivers in those markets are different - they are NOT what big brand need to concern themselves with like Qantas, Commbank, Westpack, SINGTEL Optus (put the SINGTEL into the OPTUS brand - so it gives people the Singapore connection - it's still premium), CHANNEL 7 (I would rate it NUMBER ONE for dynamism - the ads could be better) Vodafone (looking tired and shoddy like an old pair of shoes), Woolworths and Telstra. In 1989 - the marketing and ad world was doing fantast6ic THEATRE like this ad by British Airways shot by Oscar winning Director John Schliesinger - even today the ad is unequalled by airlines and its VERY STRATEGIC - meaning VERY SINGLE MINDED "BRITISH AIRYWAYS - BRINGS PEOPLE TOGETHER. It's a great idea because we need brands to bring people together and with...class which BA did beautifully! If I ask CEO's, CMO's and CFO's - "what is your brand in 3 words" - NOT ONE of them can answer my quesition in even 55 words! People have forgotten - A BRAND is ALWAYS an ENCAPSULATION of it's GOVERNING IDEA! If you don't have a GOVERNING IDEA - I got news for you - YOU DONT HAVE A BRAND! and because ytou dont have a brand you don't have any influence in your market, over your consumers or with your su[ppliers. And that's a bad place to be! The big mistake companies made was to give accounts and finance peoplethe last word in marketing departments and budgets. Finace is a fulltime job and so is accountancy - marketers have to learn to take risks again! Yiou won't win if you don't. And to take risks you need autonomy and cosnumers love RISK TAKERS - think KERRY PACKER (he was the brand), KERRY STOKES (what a life!), JAMES WARBUTTON (ch 7) - his genius is how he sees people - ALWAYS as part of HIS team - even if they are working for a competitive agency ! This makes you feel like a biillion bucks ! https://lnkd.in/dVxPh6ag

~~HOT TAKE~~ Sir Martin Sorrell's transformative role in turning advertising agencies into multinational conglomerates has inadvertently resulted in a disconnect between brands, agencies, and media. The current matrixed agency system, designed to be efficient, has paradoxically become non-functional. Brands lack the education to make informed decisions, agencies grapple with creative autonomy, and media focuses solely on financial considerations. Advertisers must now go beyond creating customers and strive to turn them into loyal fans. The bar has been raised from customer loyalty to brand fandom. The goal is to make customers not just buyers but individuals who self-identify with the brand. What are your thoughts on fandom within marketing?

I’ve spent 15 years marketing for some of the biggest brands in the world. I learned the hard way → Quality ALWAYS trumps quantity. When I’ve prioritized quantity too early: - The team (and budget) gets exhausted and burnt out. - We repeat the same old fluffy generic advice, turning off our audience. - Not enough time is spent on analysis and strategy, so we end up taking wild guesses. Basically: we end up putting our attention into the wrong things. I’ve always found the most successful campaigns we’ve run prioritized: 1. Putting out something outstanding. 2. Putting out lots of it. ☝️ in that order.

Excellent lesson. Advertising isn’t in the entertainment or art business. We’re in the sales and persuasion business. While I can’t believe the madness in using a Super Bowl spot to drive sales, it’s a cautionary tale in mistaking ambition for reality. You can be fun or clever, but you damn sure better sell something or you and your agency (or CMO, or CEO) will get walked.