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| creative briefs |
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Ever heard of tissue pack marketing? There are many lessons to learn from this common Japanese marketing practice. There, companies hire agencies to distribute small tissue packages with advertisements inserted in them. Read about how this useful giveaway helps marketers reach their consumers.
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The headline – whether it is for a news release, a blog posting or a newsletter article – is key to garner reader attention. If the headline does not tantalize, readership suffers. Cosmopolitan Magazine knows headlines. Discover how you can mimic this magazine to increase readership.
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Hello again. I hope all is well with you.
Organizations need to continue communicating, no matter what is happening in the economy. Let’s talk about that and about harnessing employee passion for business success.
Do you know someone who would benefit from reading Think? Please forward this newsletter to them.
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com |
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| Communicating In Tough Times |
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By Harry Hoover
I didn’t need a new Nielsen study to tell me that a financial institution can improve customer confidence through advertising. It only makes sense. If the bank has the money to advertise, the perception will be, that it has the money to pull through hard times. Could be a totally false perception, but there it is.
According to the study, “When asked about their own banks, insurance companies and investment firms, 55% of respondents who said they had seen more advertising for their financial institution reported having “complete confidence” in the financial health and soundness of their financial company and only 18% said they had “little or no confidence” in their company. However, among those who said they had seen less advertising, only 18% had “complete confidence” in their financial company and 45% said they had “little or no confidence” in their company. Overall, a minority of respondents said they had “Complete Confidence” in their financial institutions.”
So, you see, not advertising leads to the reverse perception that you are on the way out of business. Again, it may not be true, but perception becomes reality.
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| Tap Employee Passion |
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By Harry Hoover
Meriwether Lewis set the stage for the Corps of Discovery’s success before one single “employee” had been hired. From the outset Lewis and Clark engendered a communications culture that brought in the right prospects, then kept morale high and increased the productivity of those eventually hired.
More important, Lewis’ communication culture not only outlined the day-to-day duties of Corps member, it imbued “employees” with a sense of mission and meaning.
He ruthlessly searched for just the right recruits. Lewis sought the strong, skilled and eager, rejecting the weak, ignorant, and unmanageable. And through properly communicating his needs, he was able to get the people who could learn and live his “brand” to apply.
Prospects were told openly and honestly about working conditions: you will be in hostile territory, surrounded by hostile people. You must rely on your own devices for food and shelter, and you could die.
They learned about benefits: “great personal rewards will be bestowed upon you by a grateful government,” if you are selected.
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