Author: Lisa Chapman

Marketing Thought Leaders and Social Media

Do the core principles of history’s Marketing Thought Leaders still apply to the new paradigms of social media marketing? Here we take a closer look at Leo Burnett and his now worldwide agency.

The quick answer to our question – a resounding YES! ABSOLUTELY. (From the Marketing Hall of Fame):

Social Media Marketing Takeaways include:

• “Marketing” harmony is a core concept in social media – all strategies and online marketing tools must be considered together, and prioritized, in order to achieve important business goals – including increased revenues.
• Consumer insight is a founding principle of both the Burnette agency and Web 2.0 – Internet Marketing is USELESS unless you have clearly defined your target customer and attract them where THEY are in social media. (It’s not about YOUR message anymore – it’s all about what THEY are saying. Are you hearing them?)
• Customer engagement – Burnett’s core beliefs also include: ‘… a message so engaging and human that it builds a quality reputation and produces sales.’ YES YES YES! I especially love the part about producing sales – otherwise, why do it, really? (Traffic conversion into customers is the topic of a previous series of posts on my Marketing Blog.

Burnett Believed in Marketing Harmony

Long before the concept of integrated marketing communications was conceived, Leo Burnett said: “…in its performance, advertising is not a soloist. It is a member of an ensemble of all those activities that can be classified under the general head of marketing, and it must do its part in harmony with them.”

Leo Burnett’s Business Philosophy

“Our primary function in life is to produce the best advertising in the world, bar none … This is to be advertising so interrupting, so daring, so fresh, so engaging, so human, so believable and so well-focused as to themes and ideas that at one and the same time, it builds a quality reputation for the long haul as it produces sales for the immediate present.”

– Marketing Hall of Fame

For more information, see the full article – Leo Burnett on Marketing

What revenue-generating tips have you discovered in Social Media Marketing?

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For more resources, see our Library topics Marketing and Social Networking.

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ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman assists clients in establishing and enhancing their online brand, attracting their target market, engaging in meaningful social media conversations, and converting online traffic into revenues. Email Lisa @ LisaChapman.com

The Marketing Hall of Fame gives us deliciously interesting insight to Thought Leaders who shaped our Marketing and Advertising industries. Do their core philosophies transfer to Web 2.0 marketing and social media marketing?

In the case of Raymond Rubicam, Founder of Young & Rubicam, YES!

He forever changed the ad world with his beliefs and practices:

• HE NURTURED THE CREATIVE TALENTS OF THE COPYRIGHTER – a basic tenet of Web 2.0 marketing. The web is a glorious instant publisher for all creatives!
• HE KNEW THE CONSUMER – another foundation of Web 2.0 marketing and social media marketing. The consumers’ needs and wants are finally being heard!

“Marketing” Creativity – The Cornerstone of Success

Raymond Rubicam and John Orr Young founded Young & Rubicam with $5,000 and the belief that an advertisement should “mirror the reader.” While Raymond Rubicam’s emphasis on creativity was innovative in itself, his philosophy and copywriting approach revolutionized the industry.

He believed that in effective marketing, knowledge and understanding of the customer was a critical component of effective advertising.

David Ogilvy credited Rubicam with assembling “the best team of copywriters and art directors in the history of advertising,” whose advertisements “were read by more people than any other agency’s.”

The agency quickly became the world’s third largest, representing many of America’s leading companies, such as Gulf Oil, General Electric, Johnson and Johnson, Fortune, Life and others. They EARNED these accounts through their creativity and because they knew their consumers.

Pioneers in Consumer Research

Rubicam constantly stressed the necessity for ideas founded on facts. His idea was to “know more than your competitors do about the market, and put that knowledge into the hands of writers and artists with imagination and broad human sympathies.” Rubicam set out to put his beliefs into practice.

Rubicam hired Dr. George H. Gallup, then a Northwestern University professor, to lead the agency’s research department in 1932 and pioneered in new methods of research on people’s preferences, prejudices, their reading and radio listening practices.

– Marketing Hall of Fame

Click on the following link for more Insights into Rubicam.

Social Media Marketing’s Core Principles include:

• Know your target audience
• Listen. And based on what you learn about them, engage in meaningful two-way conversation

Rubicam couldn’t be more right-on today. For more basic social media marketing principles, see this eye-opening PowerPoint by iBrand Masters.

Which marketing powerhouse Thought Leaders still influence us today?

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For more resources, see our Library topics Marketing and Social Networking.

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ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business coach, business planning consultant and social media marketing consultant. As a Founder of iBrand Masters, a social media marketing consulting firm, Lisa Chapman assists clients in establishing and enhancing their online brand, attracting their target market, engaging in meaningful social media conversations, and converting online traffic into revenues. Email Lisa @ LisaChapman.com

Is Direct Response Marketing still a powerful concept in the digital age?

David Ogilvy, a Thought Leader in the advertising industry for over 50 years, established a leading worldwide agency on the power of creative branding. He declared Direct Response Marketing his “love” and “secret weapon”.

So, the answer is a resounding “YES!” In fact, the Ogilvy agency establish a division, Neo@Ogilvy, based on new media tools that support the company’s brand marketing strengths. And the basis of successful online marketing tactics? DIRECT RESPONSE!

According to Neo@Ogilvy: The future of marketing is digital.

“At the start of the 21st century, marketing faces a critical challenge. Digital marketing is taking over around the world. People are spending more and more time with digital media – they are easier to reach, but harder to find. But it is more than just increasingly fragmented media consumption that requires new marketing concepts. Marketing in the digital world is also a race for the most current information, the best technology, and the fastest implementation.”

Neo@Ogilvy, a fully integrated division of OgilvyOne Worldwide, provides its clients with comprehensive marketing services for the digital age. They develop marketing concepts that cover the entire customer journey – from the initial advertising contact to activating websites to newsletters and CRM. They create measurable success and maximum added value for customers.

Neo@Ogilvy claims their competitive advantage in these terms:

• intelligent media strategies
• innovative technologies, and
• creative ideas

Further, Neo@Ogilvy’s David Rittenhouse emphasizes that brands must be careful that the messages they post to the internet add to the value of the message and brand, not just create impressions! That is a waste of precious time and money – and could actually hurt the brand. Direct response is the ultimate success.

For more information on David’s thoughts on new media marketing and branding, see the videos posted by Lisa Chapman at iBrandMasters.

Ogilvy remains one of the most famous names in advertising and one of the handful of thinkers (Raymond Rubicam, Leo Burnett, William Bernbach, Ted Bates) who shaped the business after the 1920s.

In subsequent posts, I will explore these other Thought Leaders and their core value-add principles.

For more social media “Marketing” tips and tactics, search these phrases:

• Direct response marketing
• Direct response technologies
• Ogilvy on direct reponse

Happy “Marketing” hunting!

What traditional Marketing concepts, and their relevancy to new media, are you interested in exploring?

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For more resources, see our Library topics Marketing and Social Networking.

. . ________ . .

With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman assists clients in establishing and enhancing their online brand, attracting their target market, engaging in meaningful social media conversations, and converting online traffic into revenues. Email Lisa @ LisaChapman.com

I’ve been asked to write about Thought Leaders in Marketing and Advertising. What are the cornerstone philosophies of the industry’s top executives?

This idea intrigued me, as we have much to learn from successful men and women with long careers, packed with hard-earned wisdom.

While discussing it with my partner and trusted advisor, Steven Gladstone, Esq., he suggested a twist that cinched it for me. He asked, “Why don’t you explore their core philosophies in the context of the new media paradigm? Are the concepts and practices that made them successful then, still dynamic in this explosive world of social media?”

I loved his idea, and I hope that you will enjoy exploring it with me.

David Ogilvy on Advertising

At the top of the list is David Ogilvy, Founder of the New York-based ad agency Hewitt, Ogilvy, Benson & Mather, which eventually became Ogilvy & Mather Worldwide.

Into his late 30’s, Ogilvy had never written an advertisement in his life. In fact:

• He had dropped out of college.
• He was unemployed.
• He had been a cook, a salesman, and a farmer.
• He knew nothing about marketing … and had never written any copy!

He professed to be interested in advertising as a career (at the age of 38!) and was ready to go to work for $5,000 a year. A London agency hired him.

A mere three years later, he became the most famous copywriter in the world; and in due course built the tenth biggest agency in the world.

Ogilvy considered Direct Response his “first love” and “secret weapon”.

“I do not regard advertising as entertainment or an art form, but as a medium of information.” – David Ogilvy

This is ABSOLUTELY spot-on in the new world of social media! In my next post, I’ll explore Ogilvy’s first love, Direct Response, and its creative use in social media. For more insider tips, see this list of “Marketing” quotes by David Ogilvy.

For more social media “Marketing” tips and tactics, search these phrases:

• Direct Response Marketing
• David Ogilvy
• Direct Response Copywriting

Happy “Marketing” hunting!

Which Marketing Thought Leaders do you want to read about?

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For more resources, see our Library topics Marketing and Social Networking.

. . ________ . .With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman assists clients in establishing and enhancing their online brand, attracting their target market, engaging in meaningful social media conversations, and converting online traffic into revenues. Email Lisa @ LisaChapman.com

TAKE NOTE: YOU can be recognized as an expert in your industry, both online and offline, by offering your services as a public speaker.

People all over the world are doing it, and SO CAN YOU.

It’s an extremely effective way to rise above the ‘noise’ and connect with others in a unique way. They will remember you, and they WILL tell their friends about you.

How to get speaking gigs

Here are a few basics before you launch a campaign to get yourself booked as a speaker by conference organizers.

• Determine your key message – make it fun and memorable with stories.
• Establish your profile on a website, Facebook, LinkedIn, etc.
• Publish TESTIMONIALS! They are sooooo POWERFUL!

Ann Handley, Chief Content Officer of MarketingProfs, offers a GREAT article that guides us through “12 Ways to Charm Conference Organizers”. She says, “Getting an invitation to speak at an industry trade show or event is a great way to elevate your profile in your industry, confirm that you know your stuff, share your knowledge, make great contacts, and (of course) indulge your inner ham.”

A few of the 12 ways include:

• Contact organizers how they ask to be contacted
• Have some social cred
• Write a great session proposal
• Include a video, too

According to Ms. Handley, “Winning a speaking gig is a lot like nurturing a long-term business lead. It takes time and patience. So keep in touch with conference organizers, attend their events and meet them, and continue to offer yourself as a resource.”

For more information, see Ann Handley’s full article,

How to Get a Speaking Gig: 12 Ways to Charm Conference Organizers

For more social media “Marketing” tips and tactics, search these phrases:

• How to get speaking gigs
• Public speaking jobs
• Conference organizers

Happy “Marketing” hunting!

What else would you say? How have you won a speaking gig?

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For more resources, see our Library topics Marketing and Social Networking.

. . ________ . .With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman assists clients in establishing and enhancing their online brand, attracting their target market, engaging in meaningful social media conversations, and converting online traffic into revenues. Email Lisa @ LisaChapman.com

How to Turn Online Traffic into Money – #4 of 4

First, have you covered the basics to create a “sticky” site? If not, read up on Search Engine Optimization (SEO). SEO is critical to attract your target traffic. Then, be sure that you have an eye-catching reason for the visitor to read your site within TWO seconds of landing there. Offer engaging and informative content. If you don’t understand what interests your target audience, back up and figure that out. Make your site intuitive – easy to navigate. Emphasize security. And integrate user-friendly interfaces for e-commerce sites.

Website Traffic Conversion

Now that you have traffic, consider using Twitter as a tool for engaging them. TJ McCue, Founder of Sales Rescue Team, offers case studies on web traffic conversion using Twitter. Companies such as Etsy, JetBlue, NakedPizza, Pepsi, and Levi’s are role models for smaller businesses by using Microblogging to actually close sales.

Twitter Case Studies

Many of these companies use coupons to drive customers directly to their website. A few examples:

• Boloco, (burrito restaurant) almost tripled their business over print coupons.
• Albion’s Oven (bakery) Twitters about what is FRESH. (Yum!)
• Timm Ferriss uses Twitter in his educational nonprofit work.
• Dell finds that their coupons are regularly re-tweeted. They attribute $3 million in sales to their Twitter posts.

For the full story, see “Closing the Sale with Twitter”.

For more social media “Marketing” tips and tactics, search these phrases:

• Web Traffic Conversion
• Twitter case study
• Website Traffic Conversion

Happy “Marketing” hunting!

Do you have case examples of B2B sites converting traffic into sales??

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For more resources, see our Library topics Marketing and Social Networking.

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ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman assists clients in establishing and enhancing their online brand, attracting their target market, engaging in meaningful social media conversations, and converting online traffic into revenues. Email: Lisa @ LisaChapman.com