MADISON AVENUE Blog Makes it into AD AGE Pages!

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Yippee! MADISON AVENUE Blog gets published in Advertising Age Magazine. What a thrill! Responding to editor Jonah Bloom's request for his Power 150 Crystal Ball 2.o article on what's hot and what's not in Digital Marketing, and what technology marketers should be looking out for in 2008. Our recommendations got mentioned - along with a link to our site. I haven't checked the print edition yet but Google analytics picked up a tremendous spike in readership. Thank you Jonah Bloom and Ad Age! Thank you readers!

Jonah Bloom Outreach

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Dear Blogger,

Are you a recipient of the Jonah Bloom outreach email from Advertising Age Magazine? If you are a member of Advertising Age Magazine's Power 150 Marketing Blogs I'd encourage you to check your email. Here's what I had to say in response to the email:

The most overlooked piece of digital technology today is the simplest and most overlooked. The keyword. With 81 billion blogs and websites, business owners depend upon keywords to drive site visits. But we all use the same keywords. So it becomes impossible for Google’s AdSense for Search and Content Optimization Teams to help you build truly effective campaigns. Regardless of the business you are in. If you are an ad agency ‘ad agency’ would be a keyword, so would branding, strategy, product positioning, differentiation, marketing and a plethora of other terms we all use. Commodities. So using keywords, differentiation becomes impossible; unless you find a way to identify keywords people are searching for that no other web site but yours has to offer.

As a new product concept and product positioning consultant to companies such as Procter & Gamble I was stunned to find a site with a very simple keyword utility called wordtracker.com. You plug in the term and it gives you something called a KEI index. The higher the number the more people are searching for the term and the fewer the number of web sites containing the keyword. What a great way to differentiate yourself. I’ve found gaps covering “Perceptual Monopolies” and “Abstract Dimensions” among others that have captured the fancy of inquisitive clients everywhere, and the best part is, no other consultant or ad agency on the planet employ these terms, so I know they’re not stepping on my Intellectual Property or sharing these concepts and philosophies with clients.

Potential Client Bites Potential Agency - Again

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I have a weak spot for people who run agencies like Peter Madden, who posted a request for professionalism in Advertising Age Magazine's Small Agency Diary. Yet again, here's a young agency leader, and probably brilliant, who reached for the brass ring, poured out his heart and best ideas - only to watch the client whore walk away. I hope he follows my advice. I wrote:

Don't do a damn thing until the CEO or the appointed operative shows you the money. You're far more desired, and appealing when you remain aloof - of course the bluff is that you have to be willing to loose the ranch. We solicit proposals rather than waiting for RFP's. We develop relationships with decision makers. Once a proposal is submitted, it can take months, or days, for the client to pull the trigger. Ramp up time is two weeks to develop creative, do some homework with consumers and deliver a needle mover within 8-12 weeks. We bill half our management fee plus all expenses up front before any deliverable is in sight. Have been in business since 1927 and recognized as the creator of brands such as Cold-filtered Miller Genuine Draft, Tylenol Gelcaps and more. Turn around Wheaties and increased distribution 24%. Restaged Pampers as a "developmental" product for the first time in 1982 and gained $1 billion in traction versus Kimberly-Clark for P&G - not to mention making caffeinne the best part of waking up.

Martin CalleChief Marketing OfficerCalle & Companyhttp://www.callecompany.com/MADISON AVENUE Bloghttp://advertising-age.blogspot.com/