insights from george swisher

KLS Martin – Human Interest Stories Campaign

george swisher — Thu, 23 Jul 2009 22:55:13 +0000

CAMPAIGN OBJECTIVE

Develop a Human Interest Campaign based on current patient success stories of the Sternal Talon® product to generate non-paid traditional and web media content for recognition in the SE patient market with possible spillover into the surgeon target.

STRATEGY APPROACH

Create an integrated marketing strategy that leverages target patient stories to be shared in broadcast segments, social media, and web portals/channels. Each story is a compelling treatment successes with specific visual/verbal messaging based on psychographics of potential patients. Each asset created will have the ability to be shared virally through web channels focused around social habits of the targets, news outlets, and broadcast segments.

STATUS

In the research, ideation, and planning stage

CAMPAIGN PERIOD

July 2009 – August 2009:
Research
Planning

September 2009 – December 2009:
SE Market Launch
Measurement

January 2010:
National Extended Launch

How some large marketers are using social media

george swisher — Sun, 29 Mar 2009 20:01:24 +0000

Felt this article could influence other marketers to realize new medias are a viable way to market, but you need an intuitive strategy to extend in the social media space.

http://news.cincinnati.com/article/20090311/BIZ01/903110309

Using social media to generate new biz

george swisher — Sun, 29 Mar 2009 19:58:08 +0000

It really just comes back to strategy, develop one first, then do. As new medias evolve, marketers want to jump right in, even if we are marketing ourselves.

http://fuelingnewbusiness.com/2009/02/27/social-media-tips-for-ceos-develop-an-ad-agency-blog-for-new-business/

Sales promotion does affect consumer buying habits

george swisher — Sun, 29 Mar 2009 19:34:21 +0000

I always find it interesting to see studies done on buying habits and how our psyche is affected.

http://today.msnbc.msn.com/id/26184891/vp/29462821#29462821

Nick Law R/GA – Building Platform Campaigns

george swisher — Sun, 29 Mar 2009 19:24:24 +0000

Found this clip to be a great explanation of what is really means to build a platform. A very over-used word that most people in our industry really don’t know how to use when developing campaign ideas.

http://link.brightcove.com/services/player/bcpid1227613352?bctid=12088685001

Full Article from Adweek

http://www.adweek.com/aw/content_display/news/agency/e3i4e22c70790e72ba2410b55ae5f4f588c

How to Build Brands in Digital Age

george swisher — Sun, 29 Mar 2009 18:57:46 +0000

A great theory on how agencies need to think about the changing consumer confidence landscape. This article is becoming a basis in how we need to think in developing ideas that can live in any space.

Book Excerpt: As Marketers Deal With Fragmentation, the Idea Should Drive the Media, Not the Other Way Around
October 20, 2008
http://adage.com/cmostrategy/article?article_id=131791