Ask the Strategic Fox

Got a specific marketing or advertising problem? 
Need a customized strategy? Can't afford to pay for it?  Post your questions here.

All on-topic questions will be answered with a video or blog post!  I'll tell you what I think you should do and how to do it without wasting money.  Think of it as a free consultation.  No commute and no strings attached.

Things I Adore: Part 5

Natural Photographs

I read another blog article about Elles' use of untouched and make-up free photographs in a recent issue.  How fantastic!  Too often, we forget that the models and actors/actresses in magazines don't really look that smooth and blemish-free.  They have moles, warts and pimples just like you and me.

While it's important to put your best foot forward; do you need a new face too?  I recently tested this with a couple of my own photographs.  I ran them through photoshop.  Here are the before and after effects:

I guess I'm lucky because there isn't too much to cover, but even so...  I like my real face.  Yes, I have a few freckles and a flat mole on my nose, but they add character.  What is so wrong about being unique anyway?  Why airbrush out the features that make you different?

Do you like au natural?

Things I Adore: Part 4

Color!

Why You Need It In Advertising and Marketing.

Made you look.

Color has a way of catching the eye.  It's undeniable.  I could link hundreds of resources that point to that fact, but you know it's true.  That's why color costs extra. It's special.  It makes your message special.  It shows that you love your product enough to be bold.

Recently I created a quick flyer for one of my clients.  I asked if there was a specific color palate that suited the current scheme and I was told to use whatever colors I felt suited the project.  So I did.  Three hours later, the client was graced with a beautiful deep purple and silver flyer that spoke to his target audience.  The next morning I had a message saying that it wasn't printing right, so I called my client... They're printing it in the office in black and white!  I told them I'd grayscale it and slammed the phone down in a huff.

It isn't smart business.  My clients' target audience consists of image-conscious middle to upper-class African-American men between the ages of 25 and 40.,  Which flyer says I'm your target and "I care about how I'm seen by others" so "I can afford to treat myself," the black or color? (Name of business, logo and address cropped out to protect my client.)

It's worth the extra money to send the right message.  Saving on the color now, won't save you money in the long run. Prove my point or argue against my intuition: Which ad has the most impact?

As a side note, I have really enjoyed having an excuse to toss cutesy color into my blog posts.

The Group Administrators' Lament

Forlorn! the very act is living hell

To toll for hours for thee by my sole self!

New! the fancy cannot post so well

As we are told to do, digital shelf.

New! new! thy informative anthem fades

Past the near forums, over the data stream,

Up the server-side; and now ’tis archived deep

In the fray, a search-bot wades:

Was it a calling, or a pipe-smokers dream?

Gone is that drive:—Do I drift to sleep?

 -Original satiric poem, adapted from "Ode to a Nightingale" by John Keats

 

I feel it. The desperation. The loathing. The brewing hatred for all you consumers. You consume my sweat. My searching. My intellect.

Shame on you.

Every forum admin, group founder and blogger has his or her own version of this lament.  You feel what I feel. That dirty, sweaty sock under-the-bed feeling.  The feeling of being used.  You created a blog, a forum or a group to share. All you have to show for it is Take. 

Nine members, 50 members, 100 members strong; few give.  Few share. Most take.

They take your insights with every, "Great post. Informative."  They take your side with every, "I agree. Good post."  They take offense with every, "How dare you!? Moron."  But it's worse when they take your time.

"Nice topic you posted, admin. We'd have more to say about it if you take some more time to post more of your opinions."

Okay.

Two hours later, their request has been assuaged.  You wait. Two more hours, two more days and maybe even two more weeks.  Nothing. They took your time.  You sucker.  You fell for it, again.

Take heed, users. Takers. We're growing wise.  We're seeing through the mock concern, the faux interest and the self-righteous criticism.  We're not service providers. We're not here to make a digital storehouse of information for you to pillage.  You must share. You will share.  You will stop asking questions when you don't care about the answer.  You will stop reading and start discussing. You will back up your criticisms with facts from more than just Wikipedia.

Why?

'Cause the jig is up! We're on to you. We're watching you.  We have our clicker finger hovering over the ban-stick and we're not afraid to use it.

You've been warned.