The Jolt! from ckwrites 02.12.2014

Hi all – hope you are heading for a sweet Valentine’s weekend. Note that I’ve changed the name of The Jolt! to brand it more clearly. Obvious,  but some things just take time for me to figure out.

Here’s The Jolt! from ckwrites


Do you ever wonder if you are pitching the right people?

I’ve featured Michael Gass before – he specializes in new business development for agencies. Here is a very manageable approach to understanding your target audience and developing profiles.

  1. Give your targets an identity.
  2. Gather demographic information.
  3. Know their attitudes, behavior and motivations.
  4. Understand their challenges, goals and objectives.
  5. Know where to find your prospects and how they will find you.

Agencies must have a better understanding of their target audience.Profiling ensures you’re deploying your time, energy and resources on high probability targets. This is a starting point for developing a successful new business program.


How good are you at capitalization?

If you immediately wanted to capitalize “capitalization,” this article is for you. Even if you know better, 10 Capitalization Rules is worth a look. I can’t deal with style guides, but I find this useful. Case in point, I am writing for a political campaign and made every one of the mistakes referenced below.

I have documents to edit that are filled with words that shouldn’t be capitalized—such as “federal,” “state,” “statutes,” “deadlines,” “laws”—but are uppercase. I have documents to edit that are filled with words that should be capitalized—such as “West Texas” and “Supreme Court”—but are not.

The Big AHA!

Does listening to music make you more productive?

Nope, not a trick question. Here is an interesting article on What Music Does To Your Brain. If you’ve ever wondered about the what’s and the whys, here’s some background along with a handful of tips to help you whistle while you work.

  • Music helps you finish boring tasks faster.
  • Music works best when you have a high degree of expertise.
  • The author suggests listening to instrumental music you’ve heard before.
  • And pressing pause when learning something new.

You get the sense that you want music that “propels” your body, as opposed to music that “engages” your brain and makes you pay attention. Of course YMMV. (Your mileage may vary.)

While music helps you breeze through simple tasks and things you are well-trained to do, when it comes to taking on something new that’s challenging, it’s best to ditch the tunes until you know your stuff.

Metrics & ROI

Are your surveys getting the response rate that you want?

Probably not. Much is being written about the decline of the survey – or more accurately people’s unwillingness to spend their time taking ever longer, more complex surveys. If you are looking (or being asked to) improve response rates, this article Forget Gamification, Try Writing a Humanized Survey offers a refreshing take on what can only be described as a hackneyed writing format.

As the new shiny object on the block, there has been some discussion about using gamification to collect the kinds of data traditionally gleaned from surveys. I think the theory here is if they won’t take our survey, let’s trick them by disguising it as a game. However developing a “gamified” (is there such a word?) alternative is expensive and time-consuming.

Instead  author Annie Pettit proposes writing using simpler terms and less stilted constructions… you know, write conversationally. As she says “Researchers could easily stop using business language and start using human language if they so desired.”

The results of this research show that writing a humanized survey – a more fun, casual and current survey – is a good thing. Data quality does not have to suffer and may even improve. Survey engagement does not suffer and may even be better. Research results may not be strikingly different and the action outcomes can be very similar.

Marketing 501

Ever wonder about the future of TV? Ever hear of OTT?

Be interesting to know how many of you answered “both.”

This is one of those two-part posts, both from Distilled, a very smart UK shop. The first article is Online Marketing & The Future of Television. If you remember Juliet’s immortal line “a rose by any other name would smell as sweet” you know where the first author is going with this one. As the author puts it “a screen, is a screen, is a screen.”

Couple that point of view with the fact that 80% of all US households now have some form of Internet connected device paired with their TV. (And as an absolute aside, that is nothing short of astounding.) It is very clear that companies are upping their investment in video, a traditional competency of event marketing agencies.

Marketers are becoming increasingly interested in adding interactivity to various video formats.

  • Targeting as practiced by Facebook and data analysis as used by Netflix both mean more targeted videos which suit our skill sets.
  • There are various opportunities for interactivity along the lines of “click here if you’re interested in more” which both the author and I believe will improve
  • There are increasing opportunities to build communities.

The second part is a deck and summary of a report called The Future of TV and the Golden Age of Digital which focuses on how TV advertising and brand marketing are about to undergo a massive disruption and (good for us) dollar reallocation. This is where OTT – which stands for Over The Top” – comes in. OTT includes Netflix, YouTube, many on-demand services and certain forms of timeshifting are “delivered via your broadband connection rather than through your proprietary broadcast, cable or satellite TV connections.”

Boom, disintermediation of the middleman. In this brave new world, there will no longer be a primary role for linear TV.  Crichtlow and his team predict that some 14-25 billion dollars in ad money will migrate over to the creation and distribution of OTT content. A comparable number to what social media has already taken out of advertising.

There is both a deck and a report available for download.

For the first article:

For the summary (essential) and the deck (nice):

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