Berlin Wall
Getting Attention
Laryngitis Lessons
The Last on Reese's
Name a quest that both Reese’s Peanut Butter Cups and Disney are on?
You Stuck Your Advertisement in My Reese’s Peanut Butter Cups!
Rev'd Up Over Statistics
The View from Seoul

 

Berlin Wall

rex.briggs | 29 January, 2007 08:56

I stood looking at a picture from decades ago that showed the Berlin wall, and Checkpoint Charlie. Adam Coleman, Marketing Evolution’s EVP was my guide. He had been to Berlin many times when responsible for Global Advertising Research at Microsoft. As he pointed, “See, here in the picture, there is the wall, there is the underground station, and there is the same underground station down the street over there.” “So,” he concluded, “we must be on the east side.”

There we stood, on the other side of a wall that no longer existed. We had passed so easily from formerly west to formerly east – no wall, guards, or guns. What an amazing feat to tear down the wall. I remember that day as the images were broadcast on television. I wished I was there. Once the wall started to come down, throngs of people from all walks of life came to join in and tear the wall down.

“You know,” I said to Adam, “The wall is gradually coming down between online and offline marketing too.”

Will we look back at some point in the not too distant future and wonder how quickly the walls between Online and Offline media eroded? Or will we still be living with these walls between Online and Offline, these vestiges of the dot.com media bubble that artificially divided media?

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Getting Attention

rex.briggs | 24 January, 2007 06:45

Recently, I shared my insights from remaining silent for seven days straight. The silence wasn’t a choice I would have made. I didn’t go to a monastery and take a vow of silence as some attempt at deeper reflection. The silence was imposed by Laryngitis. Remaining silent led me to reflect on how marketers go about getting attention. To get attention without a voice, I had tried smiling, but when that didn’t help, I had to resort to waving my hands in an attempt to catch the peripheral vision. And, when that didn’t work, I tried whistling. None of which were very successful. Marketers have the same challenge. They smile nicely – nothing. They wave their hands – nothing. They whistle – and the only reaction from the consumer is annoyance.

Is there is a better way? When I was at iMedia, I may have gotten the answer (or at least, a strategy). The answer came not in one of the many excellent sessions, but during the networking. (Networking is what we call hanging out at the bar to make it sound more work like.)

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January 2007
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