Drew McLellan, Author at McLellan Marketing Group

Want to create an Apple-sized buzz?

February 15, 2007

Despite my frustrations about how Apple announced the iPhone or how they mishandled iPod Mondays, I do love the brand. I love what it stands for and, in general, how they communicate.

Inc.com did a very nice little slide show, How to Generate Buzz like Apple. Unfortunately, they don’t give me any way to add the code so you can watch it here…or a URL I can share.

So, I did the next best thing. The screen shots are worth the scroll. I promise. Don’t just read the headlines…some marketing greats are quoted in the body copy as well.

Kudos to creators Leslie Taylor and Erika Schneider. If anyone finds a better way to show this (I checked to see if it was on YouTube) let me know and I’ll update!

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Hey Cupid – Who loves ya baby?

February 14, 2007

It’s Valentine’s Day and at McLellan Marketing Group that means that cupid appears in the unlikely semblance of Telly Savalas.

For those of you old enough (boy, do I hate having to start sentences with that phrase!) to remember Telly’s performance as the NYC detective Kojak, you will recognize the lollipop-laden quip.

So here’s how I show and share the love to the MMGers on this day of affection. I gather up a bevy of Valentine’s Day themed prizes. Kissing Instructor boxers, red stuffed bears, boxes of truffles, a pink scented candle and the like.

Then, I get on the PA at the office and ask "Who loves ya baby?" followed by a holiday themed trivia question. It could be about a love story, how many women send themselves flowers on the holiday (15%) or who said a famous quote about love. The employees must then run (Yes, I want to hear the sounds of the thundering approach) and whoever arrives at my office first with the correct answer gets to choose from the prize pool.

Silly? You bet. Something fun to look forward to every year? I hope so. Something that both lets my employees know that I love them and because it’s a little off center, speaks to our brand — that’s my plan.

So on behalf of all the MMGers — Happy who loves ya baby day!

Do you actively look for ways to:

Give your employees something to look forward to?
Let your employees know that you love them?
Find a way to brand all the little things you do?

If not…when are you going to start?

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Hey raving fans, STOP promoting my product!

February 13, 2007

There are very few products that have emerged in my lifetime that have captured the marketplace as pervasively and quickly as the iPod.

It seems like just about everyone, from man to moose owns and loves their iPod.

Owners spend hours and millions of dollars (via iTunes) to craft custom playlists that are the embodiment of a mood, a relationship, a favorite activity or a phase in their lives.

Which must make Apple giddy.

So here’s the puzzler.

In Des Moines, a local and "in" bar called the The Lift has been hosting iPod Mondays for the past two years. Bar patrons bring their iPods and get to play DJ for 15 minutes, while they share one of their favorite playlists.

Let’s look at the ingredients of this:

Everyone at the event either owns or is surrounded by the iPod and participating in an event that highlights how much fun the product is.
To create a playlist, most users are going to spend money at iTunes.
Over two years, people have bonded over a product they love — and bring new people every week.
The "in" bar is endorsing the product and producing advertising that touts it.

In a very "Microsoft-like action" Apple representatives contacted the bar and told them that their event and the associated website were a violation of Apple’s trademark guidelines.

What is happening at Apple? Why aren’t they offering to sponsor this event? Sending prizes and free download coupons? Why isn’t Apple paying the Lift a brilliant idea fee and taking this to bars across the country?

What happened to the organization with the incredible sense of grassroots marketing and community building?

Read the Des Moines Register story — Download ipodmonday.pdf

Photo courtesy of Stumpy Moose.

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Niche publications going wiki!

February 12, 2007

Meredith Corporation, publisher of magazines as mainstream as Ladies Home Journal, Better Homes & Garden, Parents and Family Circle also has an entire division of special interest or niche magazines aimed at very segmented audiences.

These titles include Diabetic Living, Decorating, Kitchen & Bath Ideas and over 200 additional magazines aimed at women particularly honing in on homebuilding, remodeling, decorating, gardening, crafts and cooking.

They access and influence over 75 million women with their titles. That’s a lot of power and because of the narrow focus of each title — a lot of passion.

Meredith announced today that it has signed a contract with Wetpaint to create a series of Wikis for its company’s most popular special interest magazines and Web sites.

The first Wiki to launch will be Scrapbooks etc.

So what do you think? How will this influence circulation? Advertising dollars?

Do you think this strategy would work as well in a more mainstream magazine like Time or People?

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Want to be princess for a day?

February 12, 2007

Talk about brilliant branding…and they get us to do all the work!

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Advertising Trivia Quiz: Prizes galore!

February 11, 2007

Just for fun…and for a chance to win Steve Farber’s latest book, Radical Edge…take a crack at these.

Identify the product/service/company that goes with each of these:

Why be plain when you can be crunchy?
Brush like a dentist
Muncha Buncha _______
Good for life
A new "scents" of clean is just a spray away
Mountain grown

I’ve temporarily changed the comment option to "hold for moderator" so everyone has a shot at the book. If more than one person gets the high score, I’ll draw straws for a winner!

Good luck!

UPDATE: Here are the answers–

Why be plain when you can be crunchy? Nestle Crunch
Brush like a dentist Oral-B
Muncha Buncha _______ Fritos
Good for life IAMS
A new "scents" of clean is just a spray away Febreze
Mountain grown Folgers

I received a bunch of e-mail submissions as well. No one got all 6 correct. We had several 5 correct entries. I did a random drawing of those folks and the winner is: Melissa L Visek. I’ll be in touch to get your mailing address for your book!

Flickr photo courtesy of Vidiot

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A must read book on branding

February 11, 2007

This is a book that’s been out for a few years, but I think its still been "under-read" by people who need the information inside.

I believe 100% in the power of branding. It is without a doubt, the most important and misunderstood aspect of marketing in today’s ecomony. Joe Calloway’s book Becoming a Category of One is the branding book I wish I had written. It’s that good and that on target.

Calloway is a gifted storyteller who helps the reader "get it" and understand how critical it is for them to brand their organization. Every business owner/leader should be required to read this book. It’s an enjoyable, quick read…but even if it wasn’t I’d make you read it.

I believe that branding is the only significant way we can differentiate ourselves from everyone else out there who sells the same things we sell. Most businesses have no idea how to articulate their brand — if they even know what it is or how to uncover it. I’ll tell you this much — it is not your logo or your sales theme of the month.

Check out Joe’s book and be prepared to be inspired to find and celebrate your company’s true brand.

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A marketing tip from my Italian grandma: Speak in your native tongue

February 10, 2007

No doubt you look at my last name and say Italian? But rest assured, on my mom’s side I’m your amico! Like all Italians, I had an Italian grandma. And like all Italian grandmas, she had an opinion about everything and wasn’t afraid to share it or the life lessons she had collected along her colorful life.

What she didn’t realize is that she also taught me some great marketing tips that in her honor, I’d like to share with you.

When I got under my grandma’s skin (which I must admit, I did on purpose now and again) she would give me "the look" (as illustrated to the right) and then she’d wave her hand in the air and mutter "oh Madonne" which roughly translates to "a prayer of patience to the Virgin Mary or "Madonna dell’Oh di mine." (If that’s not quite right, blame me and the online translator!)

In fact, you knew she was completely in her zone (happy, mad, sad etc.) when the Italian came out.

When she wasn’t being cautious or conscious about how she sounded or was in a peak state –she slipped into her family’s native tongue.

It was when there was no doubt about how she was feeling. Complete authenticity.

That’s a lesson that as marketers we should embrace as well.

The community, our customers and prospects can tell when we are speaking in our native tongue and when we’re trying to spin doctor something. When you are completely in your zone — talking to a client or your internal team, you are probably talking very naturally, without a lot of jargon or hype.

Now look at your website, brochures, and ads. Do they have that same authenticity or are they filled with ad speak? Maybe it’s time to switch to your native tongue?

Here’s the entire Marketing Tips from My Italian Grandma series, for your enjoyment:

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How to choose an agency: Do your homework (part 1)

February 10, 2007

You’re hiring an agency because you want results.

This is not about making your ads look prettier or your Web site cooler. (Although that may be a by product.) This is about doing more business, smarter.

So, how do you choose the right partner? Eenie Meanie Mienie Moe?

Well, if you read my earlier post you know I don’t think it should be an RFP. But on the other extreme, it shouldn’t be just because your cousin works there either.

Following a simple process (simple to understand, but will take discipline and time to execute) will protect you from making an expensive mistake.

The phases of the process are:

Know what you want (ask yourself questions)
Do your homework (ask the prospective agencies questions)
The meet and greet (get together and ask questions)

Now that you have a better idea of what you want, it’s time to dig into the homework. This is where most potential clients just spit out a generic RFP that won’t really tell them what they need to know. Let’s take a step back.

Before you develop the questionnaire, let’s decide who we should send it to. Create a list of candidates. Shoot for 5-10 options. But, where do you find potential agency partners?

Think about work you admire. Contact the advertiser and ask them who their agency is.
Call your local/regional business journal and ask for recommendations.
Talk to your printer or other suppliers.
Check out the web. You can search by specialty or by geography.
Talk to your peers at trade shows and association meetings.
Check out Advertising Redbooks, a resource on agencies. (if you are more national in scope)
Read agency trade publications like AdAge or AdWeek. (if you’re more national in scope)

Now that you have your list, it’s time for us to decide what to ask them. That’s up next.

The rest of the How to Choose An Agency Series:

Flickr photo courtesy of PeeJ0e

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Know the customer but know you’re not the customer

February 9, 2007

In the January ’07 issue of Inc. Magazine, there’s an article written by Thomas Stemberg, the founder of Staples. He said something that is right in line with my recent post "How’s the view from inside the bottle?"

Stemberg says "know your customer" is the most profound lesson in the business canon. He goes on to follow up that thought with "but never assume that you are the customer."

There is nothing insignificant about that distinction.

Download StembergInc.pdf

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