Market Testing with a grain of salt

Posted by Steve Whittington on Mar 15, 2014 8:14:18 AM

Flaman Man good or bad? Flaman Man good or bad?

Recently I contracted Points West Consulting out of Regina to conduct market testing for our Flaman Man commercials.  This fiscal year the Flaman Man commercials have been a polarizing conversation within our organization, and it seems outside of it as well.  Many within the organization love the Flaman Man and embrace it with devotion; hawking Flaman Man T-shirts with joy and having their children participate in the current Flaman Man coloring contest.  To them the character has become a fitness hero; others in the organization are embarrassed by the campy style of the campaign that pays homage to the golden era of TV super heroes (think Adam West’s Batman).  

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Topics: branding, defining a brand, content tactics, marketing campaigns, Marketing Series, flaman man, market testing, Blogs

Organizing Creativity

Posted by Steve Whittington on Sep 2, 2012 3:24:45 PM

To be creative requires a moment of insight or a flash of brilliance in order to create a marketing campaign that captures the customers’ hearts and minds and engages at a grand new height with the company. Sure, this does occur to some extent. For the Ninth Store team Stuck in the Muck was such an insight by Jody Kemp, an Ag salesman out of Southey, Saskatchewan. But to be fair, most of our marketing (SABEX Award winning no less) is quite structured, conservative, measured, weighed and continuously tweaked. Quite boring stuff, not the Mad Men moments individuals going into marketing might hope for.

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Topics: defining a brand, marketing mix, Marketing Series, Project Management, Social Media, analytics, creative writing, Defining the Scope of a project, managing creativity, marketing, mobile, Blogs

Here we go. Creating the online brand

Posted by Steve Whittington on Apr 5, 2011 10:48:56 AM

The web user will ultimately “feel” a business and its approach to the world through the website. Not my words, the words of Gordon Montgomery a lecturer from the University of San Francisco. I agree, and the responsibility of the marketing manager is to give a holistic and realistic feel for the business through the website.

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Topics: defining a brand, Marketing Series, logo, online branding, Blogs, web branding

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