Posted tagged ‘Marketing’

Nice Job GNC

July 10, 2014

It has been a while since I have posted, but today I was inspired by GNC to write.

GNC has launched a new ad campaign called Beat Average.  You can view it here. 

I am impressed with this campaign for 4 reasons:

1. It has tremendous insight into consumer behavior and the reality of how we think and act.  They are truly holding up a mirror to the bulk of the population.

2. They are buying time in very smart ways.  I first saw it this morning as the ad that ran after I had played an on demand exercise video.  I had just worked out and it was almost a reward / pat on the back for me that I was not average today.  They understood me at that moment.  Nicely timed.

3. The ad is very motivating.  It is well written, filmed and edited.

4. They are launching this campaign in the middle of summer.  Usually, we see the “you need to diet and exercise” ads all crammed together in January (post New Year’s resolution) or in May / June at the beginning of swimsuit season.  GNC (who may have actually been late to the party for reasons beyond their control or actually made this a conscious decision) is not competing with all those other ads right now.  So their’s stands out.

Nice job GNC.  I may stroll over and get some Whey Protein Powder just to encourage such smart moves.


Social Media – It isn’t news

September 8, 2011

I attended a presentation last night at the University of Chicago Marketing Round Table.  The presenter, Jonathan Salem Baskin, made some interesting points about social media that I wanted to share.

He recently wrote a book where he traces social media throughout history.  With many major technology innovations in the past, our ability to connect with others has increased.  The social media concept isn’t new (he gave some great examples in history – the telegraph, the radio, the telephone, television, expressways built in the 50’s – all things that allowed us to connect with others in a new way).   Facebook and Twitter were the most recent examples.  And there will be others in the future that we can’t correctly predict now.  Technology innovations will always be developed to help us connect better with others.  In other words, technology change is a constant. 

While I didn’t agree with everything he said, I do think the part of his discussion that was impactful was the reminder that since technology changes will always be there, we should be focused more on the messages we give to our customers and less on the technology

We need purpose driven content – something that is meaningful to our audience. 

We need to consider who we are targeting and how they want to hear from us.  Finding your most receptive audiences and have a conversation with them if it will enhance the relationship.  If not, do not waste their time.

And I would add that if you are delivering a stellar product or service and doing it in a way that provides awesome customer service; your customer will reward you.  Great marketing – social or traditional – cannot make up for a bad product or bad service.

Consider the Consumer

February 20, 2010

Welcome to my blog.

I have been a fan of blogging for some time and read a few of them every day.  But up until now, I had refrained from starting my own blog.  What did I have to say that was unique?  What could I offer that others have not offered before?

Once I was able to answer those questions, I felt it was time to add my voice to the chorus.

So here it is:

1. Information overload is just getting worse.  I read a ton of articles in the areas of marketing, social media and customer service.  I thought I could shorten the work for my friends and followers by helping to raise those topics and give the best highlights of what I read.

2. I felt that in everything I am reading, so much of the focus is from the marketer’s or business person’s perspective.  My focus, as best I can, will be to remind us to look at what we are doing from the consumer’s perspective.  How are we helping (or not helping) the consumer?  What benefit is being offered?  What could be done better?

I think stories are best told and lessons best learned through examples.  So I will be searching for examples of companies doing things right and wrong.  This isn’t a place for us to bash companies or vent frustration as much as it is a place to learn from mistakes.  I will draw upon the examples I find, my own experiences and hopefully the experiences of my readers.

I will ask that we are respectful of each others’ opinions, to the companies and people we discuss, and to the truth.

To learn more about me, please visit my website at or my LinkedIn profile.