Chris Lambrecht's Strategic Marketing Thoughts
60 Seconds of Information Impacting You and Our Fast Forward Economy

August 2005 --
Estimated Reading Time: 60 Seconds

60 Second Articles
1. Marketing A Sport Gone Bad On Steroids
2. What Message Does Your Business Card Send?
3. Even Boeing Is Blogging: The Test Pilots' Journal
4. New Balance Running Shoes & The Runaway Bride
5. It's Only The Beginning: Major Advertisers Moving Toward The Internet
6. The 60 Second Close: Are You Ready For The Revolution?
7. Chris' Wine of the Month

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1. Marketing A Sport Gone Bad On Steroids

This was the season that everyone expected baseball to suffer a slow death. With news media focused on the illegal use of steroids by some of the star athletes, it was expected that fans would abandon the game, bewildered that America's sport had lost its integrity.
Two months into the season finds that baseball fans are buying tickets in record numbers at most major league ballparks.
This fan forgiveness shouldn't really be surprising, as baseball has survived just about every conceivable sports disaster including a players' strike, gambling, and game fixing. And now, steroids. The fans continue to forgive.
One strong reason? The emotional marketing of baseball. Baseball sells itself on more than just the game. Baseball markets the entertainment, the stadium experience, the affordable price and the nostalgic feeling of a quality family outing at the good old ballpark.

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2. What Message Does Your Business Card Send?

So you say, "It's only a business card?" The business card is one of the most important marketing tools you can have because it conveys that all-important first impression of you, what you do and the value you can provide the recipient.
For maximum impact, consider adding a mission or value statement to your business card. Along with a title, which could perplex a number of people, add, in plain English, what you really can provide.
We recommend adding your cell phone number as that conveys the recipient will get great service from you.
Three months later, when a client or a customer of yours is going through their business card file and can't put the face to the card, you'll have provided enough information to immediately remind that person who you are and what you do.

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3. Even Boeing Is Blogging: The Test Pilots' Journal

Airline manufacturer Boeing is currently flight-testing their Boeing 777-200LR Worldliner, the longest-range commercial airplane in the world.
To pre-market the huge jet and create interest, Boeing has set up a Blog so everyone can experience what the test pilots are going through. Each test pilot, after his or her flight, enters a journal. You can read this journal at www.boeing.com/commercial/777family/200LR/flight_test and vicariously experience what they are going through as they ready the jet for a safe entry into the commercial marketplace.

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4. New Balance Running Shoes & The Runaway Bride

Nike scored a marketer's dream when Tiger Woods' golf ball momentarily halted at the brim of the hole with the Nike logo fixed right into the TV cameras. New Balance Footwear, on the extreme side, is facing jokes as the footwear of choice of the Runaway Bride.

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5. It's Only The Beginning: Major Advertisers Moving Toward The Internet

Are we witnessing an advertising revolution? The Los Angeles Times reported that many blue chip advertisers, in recognizing that their potential customers are spending less time on TV and more time on the Internet, are shifting portions of their ad budgets from TV to the Internet.
Commercials for Land Rover, the Army and Staples run before music videos and TV clips on Yahoo. General Motors cut commercial orders on some broadcast networks and is paying $4 million to sponsor an America Online music service. MSN.com recently landed American Express, Volvo and Sprite. (Source: www.marketingvox.com)

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6. The 60 Second Close: Are You Ready For The Revolution?

We'd like to think that this summer would be an opportunity to catch our breath and slow down. Apparently, that isn't going to happen.
As we look ahead and project the upcoming fourth quarter -- the holiday shopping season -- we have to be ready to present to our clients the various new media that their customers are now tuning to.
Have you adjusted your fourth quarter plans to reflect these new media changes? If not, then call us. We can help you get there.

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7. Chris' Wine of the month

Best Wishes,
Chris Lambrecht
Intelligent Marketing Solutions
www.intellmkt.com