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The Return Of Analog (Marketing)?

The book “The Revenge Of Analog”…

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…has been attracting a lot of attention and favourable reviews both in the general media and among folks in the direct response marketing community like Dan Kennedy.

Here’s my review of the book (originally published in my January 2017 newsletter to clients)….

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With Virtual Reality headsets on widespread sale this last Christmas and the “Internet of Things” entering the mainstream language it might seem that we are firmly on course for a digital (and largely “virtual”) world. It’s not so long ago that the conventional wisdom was that books, newspapers, magazines and paper-based items would largely disappear. Indeed, the long-predicted “Paperless Office” would soon be here (again).

But…in recent years, something odd has happened…

“A funny thing happened on the way to the digital utopia. We’ve begun to fall back in love with the very analog goods and ideas the tech gurus insisted that we no longer needed. Businesses that once looked outdated, from film photography to brick-and-mortar retail, are now springing with new life. Notebooks, records, and stationery have become cool again. Behold the Revenge of Analog.”

David Sax takes a look at these developments and what they might mean in the book “The Revenge of Analog”. By “Analog” he means something “not digital”.

The book is divided into 2 main sections… [Read more…]

Looking Ahead – Marketing Calendar March 2017

Time to look ahead at the month of March 2017 at the events anniversaries and holidays that we can use to build a marketing calendar March 2017 for campaigns, product launches or promotions.

The main occasion of general interest is St Patrick’s Day on March 17. Plenty of scope for ideas based around luck, good fortune and finding that elusive “pot of gold” at the end of the rainbow.

There is also the change of season with the March Equinox (March 20 at 10.28 UT).

Moving on to other events…

March 1 – World Civil Defence Day

March 2 – Dr Seuss Day (born 1904)

March 2 – World Book Day (UK) [Read more…]

Looking Ahead – Marketing Calendar February 2017

Let’s take a look at the coming month of February 2017 for the various holidays, events and anniversaries that smart marketers can use as the basis for a promotion or campaign and to create a marketing calendar for February 2017.

Valentine’s Day (February 14) is the standout occasion for the month pretty much everywhere. Remember also “Groundhog Day” (February 2), now part of the popular consciousness thanks to the classic Bill Murray movie.

February also sees the 89th Academy Awards…better known as “The Oscars”. The occasion provides the opportunity for linking with the awards themselves, as well as having your own “Oscars” for your market. This year the awards ceremony is held on February 26.

Looking at general events… [Read more…]

2016…A Selection Of Worthwhile Marketing and Business Books…

Looking back over the past 12 months, here is a selection of books that practitioners of direct response marketing and advertising will find of interest and value.

In the “No B.S.” range from Dan Kennedy came this offering…

No B.S. Guide to Maximum Referrals and Customer Retention: The Ultimate No Holds Barred Plan to Securing New Customers and Maximum Profits

The two big themes of the book are that every business really should have an active customer retention strategy and that referrals come from that active implementation of an ongoing relationship management system.

I’m a big fan of all the “No B.S.” books and this is no exception. It deals with a neglected area of business success in a straightforward way and with plenty of actionable ideas. It’s a relatively short book (under 200 pages) and in some areas it’s more a primer than an in-depth treatment of the material.

These are minor criticisms. I’d regard this as one of the essential core books in the series and it deserves a place in the library of any serious marketer (and business owner).

Next, also from Dan Kennedy… [Read more…]