Have questions? Ask away, I'll do what I can. Here looking for marketing on Tumblr? Here you go.

mahoganyauquasha asked: I bake cupcakes. Cliche, yea I know. But I also bake macroons and stuff like that too. My mission statement is "mature pastries for the mature palate". I offer flavors like chocolate covered bacon, orange cream, turtle and raspberry mousse. How do I advertise other than business cards. Right now, I'm home based and working on my site. I just wanna get the word out there, no one knows so I can't sell. Oh and I have a facebook (creampatisserie)

So there are some clear answers, then it teeters into the gray from there. It depends on if you have a marketing budget, but I’ll assume not as you’re a new business and you don’t have a physical storefront yet. The key for you being to be seen in as many places and venues as possible, to people who would be interested in your product.

  • Get listed in the white pages.
  • Get your site up. In the beginning it doesn’t need to be deep or garishly designed like most sites - it can just be one page But it will need to be clean, informative and professional. Follow this cadence: http://theoatmeal.com/comics/restaurant_website
  • Get listed on Google maps.

The fundamentals done, you need to start a very long, very arduous ground war of marketing. Without a media budget, you will instead be investing time. The best thing for you to do is actually do pick up as much material on account (rather than marketing) as you possibly can. Everything you do from here on out is to become profitable (you make more money than you spend).

First, determine your audience. Consider where they go. What they do. How they behave. And be willing to accept, if over time they don’t show interest, that you were wrong.

  • See if you can sell product to similar food venues of that audience. Pitch them your product. You’ll get that guilty “I’m bothering people feeling” but that is sometimes what you need to do to survive. One or two key businesses can lift you up. If you do get one, never assume you will have the business a month from now. In the beginning, you will likely be in a position of weakness in bargaining.
  • Show up at appropriate food festivals and venues. Test out which generate profit for you.
  • In your case with cupcakes, consider alternative audiences that other might not be going directly after, like wedding planners. Have materials.
  • Try to craft excellent stories or story hooks, pitch them to local newspapers or local websites. Pick up a book of PR and learn how to draft press releases and a book of reporter contacts.

After that, you can test internet orders, try creating Facebook ads from your Facebook page and targeting local business owners and consumers. Run Google Adwords for niche terms that you have no competitors for (so they are cheaper). Pick up some guerrilla marketing books. They are usually pretty solid in the beginning.

But realize that because you aren’t running ads in the beginning, you’re paying in time - you need conviction.

Good luck!

Tales, Part 2: The Air & Ground Games of Marketing

Thomas and Arthur both ran shoppes in renaissance times. Thomas was a good man, but not a business man. Thomas ran his shoppe in a friendly manner, participated in the community, and was always boasting of his wares in other shoppekeeper guild meetings. He was so well loved, that whenever anyone asked who the best businessman in the kingdom was, everyone heartily agreed, it was Thomas.

Arthur took a different approach. Arthur was not a personable man, but he was very smart. He paid attention to what his customers were buying and stocked more of those goods, he measured where people were most likely to be and set up booths with wares that matched the audience, and he changed his prices with the supply and demand of the economy. Arthur made six times as much as Thomas.

But if you asked the people, Thomas was the better businessman. Thomas was the model citizen. Arthur was rich, but to some, didn’t deserve his earnings because he was a soulless businessman.

This is reflected today. Some corporations, like Thomas, believe that branding is the way to go. Some believe in Arthurian principles. Some marketers make their careers in speaking and sounding strategic, others take the ridicule of being very powerful and efficient, but labeled “executional”. And it’s not unique to major brands either, it’s all business.

Let’s talk about the air game, and the ground game.

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higherlearning10 asked: How can I gain followers and advertise my non profit organization followed?

Media. You need to find mechanisms to reach people in cost effective ways. I recommend, as a lower-budget org, looking into the principles of growth hacking, guerrilla marketing, PR and acquisition marketing.

cvptain-taylor asked: Going to UF to study communications for advertising and your blog is extremely helpful in explaining aspects of advertising quickly and effectively keep it up!

Thankya. :D

Marketing Saves the World. Part One.

80% of the money is controlled by 20% of the people. At current interest rates for the wealthy, through low-risk investment they could have all the money in 12 years. Before that, they could destabilize the world’s economy in 2-5. Good times.

So why the hell are we marketing? Take a moment and let’s move on.

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Tales, Part One

Once upon a time, there was a market. Each vendor had a table, each table had a businessman, eager to sell his goods. Then, one day, someone did something different, they hung a sign.

image

Soon, the sign drew attention. People flocked to it, and in a day the vendor began doing a week’s worth of business. The vendor beamed about how smart he was, proud of his achievements, and held them over his peers.

His competitors gathered, they talked about his arrogance and his success. They adapted. Soon all vendors had signs, and soon nothing made our vendor special.

image

Caught in his own hubris, the vendor did not adapt. He did not innovate. He simply continued to boast of his own intellect. Though his profits were large from the experience, he did not realize just how many bridges were burned. His trade partners, seeing his attitude and weakness, soon abandoned him.

In marketing, disruption is often lauded as the only thing that matters. It is a powerful tool, but it is ephemeral. What matters isn’t a campaign, or a success, it’s the drive and attitude to continue looking for success, because no one can hide their signpost for long.

We often fall into traps, as marketers. That innovation comes in the form of solely creativity. Or that our great ROI media is the only thing that matters. True marketing is finding success, no matter what the medium is: advertising, media, PR, social…whatever

And yes, when you find an edge, when you find your modern sign, run with it. But if you believe the signpost is the only thing that will ever matter, you will fall - often as fast as you rise.

In the words of Pixar:

Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.

Tempo in Marketing

Intellect, and the nature of competitive marketing, are currently being questioned in many circles of strategy. The belief is that intellect is the art of building more options for the future.

This isn’t a new concept, it’s something that has been known for many years in game design, called tempo. In anything with a system, tempo is a player (or corporation’s) opening of options for itself, and lessening of viable options for opponents.

In chess, this could be thought of as positioning your pieces on the board so they have the most options for adaptation, while restricting the movements and opportunities of an opponent. Ever move your knight, only to have to move it right back the next turn? Tempo.

In marketing though, this is no different. A great marketing manager tries to secure budget, so that they have more money to adapt to changes during the year. Another example is the media manager who pays the most attention to bid prices and conversion rates - they have more effective ads, giving them a financial tempo advantage over competitors.

In a more aggressive example, a popular sports drink brand could emphasize its contents as having a certain athletic nutrient. If the message resonates, this essentially forces competitors to adapt to their branding message. 

Another example is in Google Adwords. Outbidding a competitor on their brand keyword means you show up first in their search results. This forces them to outbid you to reobtain that slot. If your brand has significantly more money, you can essentially drain a competitor of their marketing budget. Thus, you gain options (other keywords) because your competitor is busy reallocating budget to stop you, gaining tempo.

There is likely much more to intellect, strategy and marketing than tempo. However, it is a critical skill to any who want to be able to succeed in an intellectual field.

Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.

humanscalecities:

SAY BIG DATA ONE MORE TIME. As seen here.

Big data is coming. Anyone who says it isn’t? Cotton-headed ninny muggins. The power of being able to tie your data together, to segment and parse users into audiences, and to learn at a very rapid page what does and doesn’t work - no brainer.
Some say it’s already here. It’s not…mostly. As marketers, we have access to a tremendous amount of data, and yes we can slam it into a dashboard and can show our bosses that we are the smartest thing since sliced bread. Liar, haha. There is too much data right now, it’s too unrefined, we haven’t learned definitively what to do with it all yet.
The future is going to see your email permutations feed into dynamic landing pages, which then feed into learnings databases that adapt your ads. Multivariate will become a word not linked completely with, “scientific validity” and “you need a billion impressions for it to work.” Instead we’ll have intuitive algorithms.
And all of this is going to scare the hell out of the current generation of marketers.
The boogieman of everyone who knows art, is being moved into the slavelabor of having art defined by algorithms. Templates taking over and just swapping out a few text lines. “Best practices” replacing creativity. Scary world.
And yes, to some degree, that’s coming. Sorry. But to bust the bubble my fellow nerd-kind, but while big data is a big deal, it’s not adaptive. It can’t create new challenger ideas. In fact, it makes things rather unable to adapt. Innovation comes from trying huge new things or breaking systems in new ways, but algorithms just want to carefully make tweaks.
Whomever you may be - learn analytics. Even if you hate analytics, at least learn to be able to talk the talk. You cannot debate what you do not understand.
Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.

humanscalecities:

SAY BIG DATA ONE MORE TIME. As seen here.

Big data is coming. Anyone who says it isn’t? Cotton-headed ninny muggins. The power of being able to tie your data together, to segment and parse users into audiences, and to learn at a very rapid page what does and doesn’t work - no brainer.

Some say it’s already here. It’s not…mostly. As marketers, we have access to a tremendous amount of data, and yes we can slam it into a dashboard and can show our bosses that we are the smartest thing since sliced bread. Liar, haha. There is too much data right now, it’s too unrefined, we haven’t learned definitively what to do with it all yet.

The future is going to see your email permutations feed into dynamic landing pages, which then feed into learnings databases that adapt your ads. Multivariate will become a word not linked completely with, “scientific validity” and “you need a billion impressions for it to work.” Instead we’ll have intuitive algorithms.

And all of this is going to scare the hell out of the current generation of marketers.

The boogieman of everyone who knows art, is being moved into the slavelabor of having art defined by algorithms. Templates taking over and just swapping out a few text lines. “Best practices” replacing creativity. Scary world.

And yes, to some degree, that’s coming. Sorry. But to bust the bubble my fellow nerd-kind, but while big data is a big deal, it’s not adaptive. It can’t create new challenger ideas. In fact, it makes things rather unable to adapt. Innovation comes from trying huge new things or breaking systems in new ways, but algorithms just want to carefully make tweaks.

Whomever you may be - learn analytics. Even if you hate analytics, at least learn to be able to talk the talk. You cannot debate what you do not understand.

Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.

(Reblogged from humanscalecities)

Mandatory Intro

Let’s get you smarter. That’s it, the whole goal.

Nothing I say represents anyone’s opinion that I may work for, just my own. Onward.

I’m going to share a secret with you. One I try, so very hard, to keep to myself. Because it’s so damn good.

Complexity is having 1,000 things in your room. It’s clutter, it’s “options, ” it’s essentially the idea that more stuff gives you more power.

Depth is having one thing, that can be bent to do a thousand things. It’s MacGyver’s paperclip. It’s the idea of focusing down on one notion to serve all your needs.

In marketing, complexity is the ineffective Facebook post that is five paragraphs long. It’s the microsite that tries to get you to do a thousand things. Complexity is a ton of stuff that doesn’t work together, but fulfills the thousands of requirements thrust on a project.

Depth is the opposite. Depth is the media system that shows a simple ad to the user, but has rich & smart targeting. Depth is the simple copy message that strikes the heart. Depth is the one sentence Facebook post that is smart enough to care about the experience with the brand, and not the brand itself.

And this is a secret, because it’s an easy trap. No one is impressed by the ability to make a banner ad that converts well. No one will laud you for building a community of positive commenters off a series of simple Facebook posts. You won’t floor clients or bosses with a minimalist landing page that does one thing. But it works. If you do it right, it works almost every damn time.

Good marketing is destroying complexity to get to the heart of something. Presenting one strikingly powerful idea that dwarfs everything else. And I don’t mean disruption marketing, I mean depth.

At the core of being amazing at marketing is reducing complexity, and building depth.

Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.