Tag Archives: Branding

Be there or be square

By Stephen Rhodes

What school kid today doesn’t wear a brand on their sleeve? Kids get brands. It’s about status, symbols, being hip.

Be squareMost brands don’t get kids, even though many pretend to. Social media, like Facebook and Twitter for example, has elevated branding to conversations in cyberspace, where in a 140 characters your brand can be relegated to the flotsam and jetsam of yesterday. You can go from hero to bum in about as long as it takes to text …bought abc product today and it sucked …

Creating dialogue in communities and inviting feedback is the future of marketing. Be not afraid of kids. Simple talk to them where they reside.

Be there or be square.

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Filed under Marketing, social media, Stephen Rhodes

The really thin market

By Stephen Rhodes

A friend of mine and former colleague in the newspaper world used to train advertising sales people in the value of repetitive advertising, a concept he called The Thin Market, not to be confused with a thin market in the financial marketplace.

cash-reg-for-thin-mktWhen I met Dan Gaynor, he was a former trainer with the Thomson Newspaper empire. He later went on to be a Publisher of several daily newspapers. He developed this “thin market” training program and rolled it out coast to coast in Canada during the early 90s, the last recession.

The thin market says there are consumers ready to buy your product or service every minute of every day in your town, your country and, in this global marketplace, even worldwide. And even in a recesssion.

Dan’s program brought the notion and importance of branding to small daily newspapers struggling to keep advertisers engaged in a slumping economy. The message to advertisers -go small but go every day because someone is always poised to buy.

Strong brands with good market share always survive. Be poised and ready every day and don’t forget the thin market. Keep marketing.

Dan is now President at Gaynor Consulting Inc.

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Filed under Sales, Stephen Rhodes

The Marketing Pad lives online

The Marketing PAD is a full service marketing and communications company anchored in the Toronto area. We will be using this blog to share marketing information, tips and stories to interested parties.

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