Hyper Local Marketing - OFFLINE [BoB]

Yes, offline. Say you own a business that services homeowners or simply individuals. You're a Realtor, an interior designer, a remodeler, mortgage broker, house painter. Maybe you run a pet hotel, a granite counter top co., or design and install home theatres. Perhaps you're a spa owner, cosmetic surgeon, a carpet cleaner, flooring company, landscaper, jeweler, roofer, or someone who gives private music lessons...you get the idea.

You know where the purchasing power is in your city or the neighborhoods that surround the area. However, having experimented with and/or considered every kind of advertising known to mankind, you realize 1. what you have or are doing (outbound or inbound) isn't working...or 2. you simply can't afford continuing down the same path. Your dollar resources are more precious than ever.

What you need is more "word of mouth." You need referrals from clients that value what you do.

Take a minute and watch this video clip. If you want to reach affluent neighborhoods with the largest concentration of purchasing power...and do so "offline"...by actually networking in-person and sponsoring a community's private newsletter magazine, N2 makes it possible.


"You’re upset, and you’re upsetting me." (nod to Bob De Niro as Paul Vitti in Analyze This)

Way back in 1997, Jorn Barger coined the term "blog" as a shortened form of "web log." After 16 years, I finally decided it was time for something new and coined the term "BoB," short for "web observation." BoBs consist of a short observation about marketing—ALL MARKETING...inbound, outbound, digital, traditional...ALL of it. And, a famous quote that helps to “stamp” the observation into the reader’s mind. Add a relevant link and appropriate graphic…maybe even a well-known “BoB” graphic and that’s all there is to it.

I Had Lunch Next to Lou Reed. And You're No Lou Reed. [BoB]

In today's BoB, I remember Lou Reed and recall a brief interaction with Reed some 23 years ago at Farm Aid in Indianapolis.

Lou Reed was recognized as a singer, songwriter, guitarist and punk poet of rock-and-roll who influenced generations of musicians. He definitely marched to the beat of his own drum. And like his music or not, he was a game changer. He was relevant.

Let’s face it, it’s doubtful that you and I will be recognized in the history books as writers that influenced a generation. However, you might want to take a page out of Lou Reed’s playbook and be yourself. Stand for something.

And if you want to connect to audiences, be it via a magazine story, blog, novel, website, print advertisement, etc., be real. Write what you know. Know what you write.

It’s okay to be an expert. But if you’re not an expert, don’t pretend.

"One chord is fine. Two chords are pushing it. Three chords and you're into jazz." (Nod to Lou Reed)

[BoB Kicker]: Farm Aid, Indianapolis, April 1990 - I owned Front Row Video (IMAG for concerts) at the time. Remembering my late Grandfather, a successful but hard-working (family) farmer from Marshall, IL, I decided to participate in Farm Aid by contributing a giant screen package for backstage for the artists to watch the nationally televised event. I was fortunate to work with the late Dick Clark (Dick Clark Productions produced the event for years) and his executive producer Ron Weed, now retired. After load in and set up, I broke for lunch and sat alone. I was immediately behind the massive stage, in a mundane, draped off area. Minutes later, Lou Reed, Dennis Weaver (“Chester” in Gunsmoke and “McCloud”) and Arlo Guthrie sat down around the group of tables I had inhabited. Not together mind you. Like me, they had simply wandered off on their own to eat. “Don’t I know you?” was quickly followed by a look of “Nope!” However, they quickly noticed one another, and a rather humorous and lively conversation ensued. Talk about a walk on the wild side. Here’s a list of some of the participating artists… Bonnie Raitt, John Mellencamp, John Hiatt, Carl Perkins, Arlo Guthrie, Gorky Park, Garth Brooks, John Denver, Bill Monroe, Alan Jackson, Asleep at the Wheel, Jackson Browne, Bruce Hornsby, Poco, Elton John, Lou Reed, Don Henley, Taj Mahal, Crosby, Stills, Nash & Young, Neil Young, Willie Nelson, Guns N' Roses. You may remember this particular Farm Aid… Elton John dedicated Candle in the Wind to Ryan White, the young Indiana boy who had contracted AIDS through a blood transfusion. Ryan died the following day.

Way back in 1997, Jorn Barger coined the term "blog" as a shortened form of "web log." After 16 years, I finally decided it was time for something new and coined the term "BoB," short for "web observation." BoBs consist of a short observation about marketing—ALL MARKETING...inbound, outbound, digital, traditional...ALL of it. And, a famous quote that helps to “stamp” the observation into the reader’s mind. Add a relevant link and appropriate graphic…maybe even a well-known “BoB” graphic and that’s all there is to it.

You Can Tune a Piano, but You Can't Tuna Fish [BoB]

Are you struggling to get people to read your blog posts? Perhaps you need a lesson in headline writing from REO Speedwagon.

REO Speedwagon’s seventh studio album released in 1978. BIG hit. Went Double Platinum - over 2 million sold. Featured Roll with the Changes and Time for Me to Fly.

Wonder how many people purchased the album (yes, it was an actual LP album; a 33-1/3 rpm flat polyvinyl chloride disc with an inscribed, modulated spiral groove) just because of the title? Just how cool is You Can Tune a Piano, but You Can’t Tuna Fish?Awesome!

Which, by the way, is a great header and hook all in one.

Wonder why your content pieces fizzle? Maybe your headline and hook writing skills need a Tuna Up!

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” (nod to David Ogilvy)

Way back in 1997, Jorn Barger coined the term "blog" as a shortened form of "web log." After 16 years, I finally decided it was time for something new and coined the term "BoB," short for "web observation." BoBs consist of a short observation about marketing—ALL MARKETING...inbound, outbound, digital, traditional...ALL of it. And, a famous quote that helps to “stamp” the observation into the reader’s mind. Add a relevant link and appropriate graphic…maybe even a well-known “BoB” graphic and that’s all there is to it.

Not One U.S. President or Veep Named Bob or Robert [BoB]

Wow, how ridiculously unimportant is this trivia?! Geez. But it’s true. Do the Google. Ding the Bing! Wahoo on Yahoo. Ask Ask. Not a Bob or Robert in the bunch.

So how insignificant is your blog? How trivial is the message? Does it help anyone? Does it inform, educate or even entertain?

You don’t have to be a great writer. Or a thought leader. You don’t even need to blog. But if you do, bring substance to the party. Write what you know. And…Look into people’s eyes when you talk to them! (And no, Bob Dole was never elected President.)

"If we wish to know the force of human genius, we should read Shakespeare. If we wish to see the insignificance of human learning, we may study his commentators." (Nod to William Hazlitt)

Way back in 1997, Jorn Barger coined the term "blog" as a shortened form of "web log." After 16 years, I finally decided it was time for something new and coined the term "BoB," short for "web observation." BoBs consist of a short observation about marketing—ALL MARKETING...inbound, outbound, digital, traditional...ALL of it. And, a famous quote that helps to “stamp” the observation into the reader’s mind. Add a relevant link and appropriate graphic…maybe even a well-known “BoB” graphic and that’s all there is to it.

Some BoBservations [BoB]

Marketing is dead. Nope…Water in plastic bottles in machines for over $2/bottle. Total U.S. sales topped $11.8 billion in 2012 (Beverage Marketing Corporation/BMC)

Great content is king. Not if it’s not read, heard, shared or watched. 

Traditional marketing isn’t measured. Come on! Nielsen, SMARI, Frank Luntz, Kantar, Voicetrak, Comscore, Dynamic Logic, Scarborough, Simmons/Experien, MRI…the list goes on.

Hardcopy catalogs are dead. Please! We’re just mailing smarter! DMA research shows U.S. catalog sales went from $118 billion in 2002 to $128.6 billion in 2012. That's while marketers were spending $17.7 billion on direct mailing catalogs in 2012, down from $20.1 in 2006, according to the "DMA 2013 Statistical Fact Book.”

TV advertising is dying. Not just yet. “Overall demand for television ad dollars rose 6.5% in 2012.” (Data from four of the Big 6 holding companies – Aegis, Havas, Interpublic and Publicis)

Marketing is not defined. The AMA disagrees. “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (Approved July 2013).

"Marketing is a fashionable term…But a gravedigger is still a gravedigger even when it is called a mortician - only the price of the burial goes up “ (Nod to Peter Drucker)

Way back in 1997, Jorn Barger coined the term "blog" as a shortened form of "web log." After 16 years, I finally decided it was time for something new and coined the term "BoB," short for "web observation."  

BoBs consist of a short observation about marketing—ALL MARKETING...inbound, outbound, digital, traditional...ALL of it. And,  a famous quote that helps to “stamp” the observation into the reader’s mind. Add a relevant link and appropriate graphic…maybe even a well-known “BoB” graphic and that’s all there is to it.

BING? Really? [BoB]

We love to talk about Google, Bing and Twitter. But you probably don't know the origins of these famous company names.

Yahoo: “Yet Another Hierarchical Officious Oracle.”

Google: Originating from a misspelling of the word "googol,” the number “1” followed BY 100 zeroes, which was picked to signify that the search engine was intended to provide large quantities of information.

Blog: From “Web Log.”

BoB: A short-form blog from “Web Observation.”

BING: “But It's Not Google?” (Fact or fiction? Opine please!) Owned by Microsoft.

ChaCha: From the Mandarin Chinese word “Cha” which means “to search.”

Twitter: “A short inconsequential burst of information, chirps from birds.” (Oxford English Dictionary).

Almost named Jitter or Twitch by founders. The Twitter bird icon/logo is named Larry, after Larry Bird, the legendary Boston Celtics/NBA star from French Lick, IN and Indiana State University (note: the designer, Doug Bowman, is a Boston native).

“Name the greatest of all inventors. Accident.” (Nod to Mark Twain) 

Way back in 1997, Jorn Barger coined the term "blog" as a shortened form of "web log." After 16 years, I finally decided it was time for something new and coined the term "BoB," short for "web observation."  

BoBs consist of a short observation about marketing—ALL MARKETING...inbound, outbound, digital, traditional...ALL of it. And,  a famous quote that helps to “stamp” the observation into the reader’s mind. Add a relevant link and appropriate graphic…maybe even a well-known “BoB” graphic and that’s all there is to it.

I Resent that Remark(eting) [BoB]

Attention Brand Marketing and Sales Directors:

True, I abandoned your shopping cart twice now and haven’t downloaded a thing…ever.

Maybe I just don’t want what you have to sell.

However, if you have correctly determined that I am truly a potential customer, for Pete’s sake, make me a great offer of valuable information or...simply a great offer. And don’t give up so easily!

http://www.google.com/think/products/remarketing.html

“I resent performing for frisking idiots who don't know anything.” (Nod to John Lennon)

Way back in 1997, Jorn Barger coined the term "blog" as a shortened form of "web log." After 16 years, I finally decided it was time for something new and coined the term "BoB," short for "web observation."  BoBs consist of a short observation about marketing—ALL MARKETING...inbound, outbound, digital, traditional...ALL of it.

And,  a famous quote that helps to “stamp” the observation into the reader’s mind. Add a relevant link and appropriate graphic…maybe even a well-known “BoB” graphic and that’s all there is to it.