Marketing Musings | Johnny Molson

Being different is hard. Not everybody can pull it off. Most businesses are constrained by the rules of their business category. Accountants are stuck with math. Lawn care pros are stuck with biology. If you can't be different. Be disticnt.

Dark Marketing forces are affecting your business. You can't see them, but they are there just the same. Granular digital data might look sexy. But if you don't zoom out, all you've got are rocks in your shoes.

is your business just O.K.? Is it “O.K.” for something that’s just “O.K.” to represent your business? Do you only think of your business as an “O.K.” business with an “O.K.” product to offer? If so, A.I. is “O.K.” for you.

A collection of interviews done this year with marketers from two continents. Each have shown how entertainment and emotion aren't just nice to have...it's something you must have in order for your ads to work harder. With commentary from: Roy H. Williams/Wizard of Ads Orlando Wood/System 1 Group Harry Beckwith/Author Matt Owens/System 1 Group Zach Atherton/Harmon Brothers

Digital advertising is fantastic, until it isn't. Unrealistic promises, mistakes, inconsistent reporting, and outright fraud plague this industry. A THIRTY YEAR OLD industry. Sort your life out, digital... you gots problems. Inside the Black Box, by Bob Hoffman: https://dl.bookfunnel.com/6kwmi0qlsq Sources for current click through rates: https://broadstreetads.com/successful-click-through-rate/ h...

Sounds right...but you're wrong. Your brain is doing stuff when you don't even realize it's doing stuff.

Remember when you predicted 5G would change all of humanity? You were wrong. Maybe we should get out of the "predicting" business.

Always remember: Marketing ≠ Advertising. There are certainly those who specialize in graphic design, video, or digital. But we're talking Marketing. The strategy before the tactics. If you're just thinking "advertising," you're in trouble.

A little bit of fertilizer is ok. Doing some sales promotions is ok. Too much fertilizer and you'll fry your lawn. Too many promotions, and you'll fry your brand. Les Binet's comments on price promotions https://www.marketingweek.com/les-binet-price-promotions-recession/ Consumer behavior information from Michelle Klotz https://insidebe.com/articles/the-dangers-of-discounting/

Sometimes success isn't what it seems. Read the Nielsen article on the importance of awareness: https://www.nielsen.com/insights/2021/when-it-comes-to-brand-building-awareness-is-critical/

I have a funny feeling Google Bots and spam filters are diverting articles about a certain Marine Corps base in North Carolina. Hence "Kamp Lah June" is written as Camp LeJ---e. Thanks. Sign up to attend The One Year Marketing Plan here: https://wizardacademy.org/product/2023-september-the-one-year-marketing-plan/

Source material from: Marketing Week | Mark Ritson on What Does and Doesn't Matter in Marketing Mark Ritson | On The Contrary | APG Strategy Conference 2018

If somebody tells you "everything" will change this year... they're probably wrong. Wait... they're most certainly wrong Links Forbes 2018 Marketing Predictions https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91 Research on generational groups from BBH Labs https://www.bbh-labs.com/puncturing-the-paradox-group-cohesion-and-the-gener...

A list of facts about your business is a dull documentary Learn why fables are your secret weapon Referenced in this podcast, Jonathon Gotchall's article: https://www.fastcompany.com/1680581/why-storytelling-is-the-ultimate-weapon

Most people don't need what you are selling right now. So, why are you ignoring them? LinkedIn research can be found here: https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-brands-grow

Resources from this episode: Read Prof. Koenigsberg's article at HBR: https://hbr.org/2022/01/3-strategic-o... Meet Jamie Adamchuck from UE Coaching: https://uecoaching.com/ And frankly, they don't build 'em any better than Steve Rae: https://wizardofads.org/partner/steve... SHOW LESS

...it's the thing IN the thing that makes it work. The media does not make the message work. The message makes the media work.

Research from Les Binet and Peter Field: https://ipa.co.uk/knowledge/ipa-blog/the-greatest-hits-of-binet-field/ Their book, The Long and the Short of it: https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies/ Mark Ritson article on price promotions: https://www.marketingweek.com/ritson-era-price-promotions-over/

See the full article at: molsonpartners.com

tl/dl: Probably never

Strategy must come before tactics, but people rarely do that. Why is it such a controversial idea?

Generations, defined as like-minded groups that share a birth range, don't exist. This important information has been uncovered by research from BBH-Labs: https://www.bbh-labs.com/puncturing-the-paradox-group-cohesion-and-the-generational-myth If you believe "Millennials" act as a predictable group with the same values and habits, you'll be surprised to learn your belief may be flawed.

You have numerous things you want people to "know" about your business. But what matters is what's remembered.

Andy Warhol predicted that everybody would have a "Marketing Funnel" one day. It's today. www.molsonpartners.colm

When "the best" isn't an option...that'll do will do