Gratitude

Hey Everybody...

Hope you had a wonderful Thanksgiving. I know I did. Here's a special column I wrote (click link below) because I wanted to share my sense of gratitude for our readers, our clients and all the wonderful things that have happened in my life since coming to GCI full time earlier this year. Enjoy...and thanks!

https://docs.google.com/document/pub?id=10W0KgxLwwGrFoUcJWg0or9lbi5OzYoqXdS9NPYb58ww

Does Your Ad Really Work?

That's a worrisome question for any marketing manager who invests significantly in print advertising. You can have the best program in the world and make the best media buys (like, for example, Golf Course Industry!) and still not achieve your goals if your creative is off target.

Well, your nice friends at GIE Media are about to help you stop worrying and stay ON TARGET. We've gone old-school and hired Readex Market Research to conduct an independent "On Target" study of the effectiveness of all full-page and spread ads in our January issue.

And it's FREE.

All you have to do is place an ad at your regular rate in the January issue and you'll get an amazing report back detailing how customers (superintendents in particular) felt about your ad's visual appeal, ability to deliver information, clarity, etc. You'll also see the basics of how other advertisers' ads performed and get dozens of verbatim comments from customers regarding your ad.

Did I mention you get this for FREE?

We're also doing this type of study in Lawn & Landscape and several of our other magazines in different markets, so you can get feedback on all of your creative targeted at different segments.

And, by the way, it's FREE.

Got a question about the Readex On Target study in the January issue of GCI. Call me or your rep right now. Don't miss a chance to find out what customers really think of your ads.

Planning and Integration

I recently spoke at the ITODA meeting in Santa Fe, N.M., to a group consisting of of key suppliers and independent distributors from around North America. My presentation covered a wide range of marketing topics, notably using social media (like this here blog!), e-newsletters, YouTube-style videos and other newfangled stuff.

Yet, the concept that commanded the most post-presentation questions and comments was an old-fashioned one: integrating your marketing plan.

I think that too many marketing managers were shoved into the digital corner too fast by owners and CEOs who said, "Hey, we can check our marketing plan off the to-do list for 20% of what we used to spend by going digital. Besides, all the cool companies are doing it."

A lot of those marketing managers have since felt a little air escaping from their brand balloons as they've noticed that their non-print programs, while often targeted and interesting, don't have the same "bigness" as their old print-centric programs. In short, they pushed the pendulum too far to the digital side.

The solution -- as with most problems -- is to find a happy medium. The solution is to build an integrated program that starts with the branding presence that ONLY print can give you and then achieves specific marketing goals that leverage the strengths of digital: targeting, differentiation and technology platforms that allow you to bring your story to life through video, animation and other e-media.

One senior product manager for a supplier approached me after the event and said, "For the love of God, please send me your presentation so I can convince my boss that we can't abandon print." I was, of course, happy to oblige him and I'll do the same for you. Just e-mail me at pjones@gie.net and I'll send it your way.