Erin Middleton » Uncategorized

Sustainable Advertising

erinmiddleton — Thu, 27 May 2010 01:02:57 +0000

Why do so many companies want to work independently? Is it because they feel that the power of one is better than many? Is it because they’re greedy? Or is it because this is the way it always has been? Think about it.

We have so many companies, businesses, “brands,” products, services, people, groups and activities in culture that are competing for people’s attention. That’s a lot of clutter and messages to siphon through for the consumer. Poor consumer…

Anyway, if we paired all of the choices that consumers have to make with all of the brands that wanted to be in the consideration set, couldn’t we clean it up a little? Let me explain.

My friend is one of 5 people in the bike courier business in Dallas. His industry is struggling for funds as well as a positioning that will sustain their business long-term.

I have a client who struggles for relevancy on a local basis. They want to associate themselves with the “local movement” and raise awareness for their brand.

I live in a neighborhood where beautiful murals are drawn on the sides of buildings by artists who want to put their stamp on the world. These are hastily removed by businesses who (apparently) want to be sterile and appear lifeless on the outside. But these artists deserve to be discovered. They beauty they create cultivates culture and ambiance.

Sustainable Advertising would be a solve for these three “problems.” Friends A and C need to be sponsored. Brand B wants to raise awareness. Couldn’t they work together to achieve the world they all want to see? Essentially, B should call up A and C and say, “with our powers combined…” Boom. You’re already doing something and I need this thing to be done. Let’s bring our “brands” together and make a better place. You don’t have to change anything! I just want to leverage your equity with mine. I’ll be bringing a huge audience to the table, and you’ll get to keep on doing what you want to do. Win. Win.

This to me, is what I refer to as “sustainable advertising.” It would probably be accurately described now as The Sponsorship Team, which mostly works with sports right now. And look how much money is in sports!

Anyway, I leave you with a request to just think about. Sustainable advertising.

Plan on.

Wisdom Tip #1 – Accountability

erinmiddleton — Mon, 18 Jan 2010 23:59:09 +0000

If there’s one thing you start to do this year in advertising or marketing or social media, or any other job for that matter, it should be to hold yourself and the programs you create accountable. You’ll see results way faster. And if the results aren’t good, then change the input. Just set goals and measure it folks.

What I’m listening to right now: The Xx

erinmiddleton — Mon, 11 Jan 2010 03:19:27 +0000

The Xx, from London. I first heard them when I was on a road trip through Nashville, TN. The night, I drove in, I caught a great country/blues/local folk station, and in the morning, driving around town, I caught the local college radio station 91.1 and The Xx’s first single “Crystalised.” You can also listen “Intro” on their MySpace page, prepare yourself, it’s wonderful.

Coupons, sales, deals, and promotions

erinmiddleton — Fri, 25 Dec 2009 01:51:47 +0000

The history and future of…

This is a LIVING blogpost – treat it like a lifestream – that I will be contributing to on a regular basis as I find out more about the topic in current culture.

Ps. I recommend reading the Constructive Grumpiness post on Lifestreaming in the above hyperlink.

Why we opt-in

erinmiddleton — Fri, 25 Dec 2009 01:48:13 +0000

Think about it.

You’re not going to make something a regular part of your day unless you know you’re going to get something for it. We are selfish creatures first, selfless creatures second, or at least that’s what True Blood is teaching me.

So we’re captivated by this trend in social media. Why? Because it gives us something – a relationship, news, creative thought, ideas, connections, the list goes on. But for the social media spaces that send you messages or notices to which you opt-in to (email, LinkedIn, Match, Facebook), aren’t we doing it for curiosity’s sake? We’re curious of, intrigued with, and interested in whatever comes in to our “inbox” wherever it may be.

So we “opt-in” to services that bring us awesomeness. If I were working with Denise Gass right now, this kind of content would be in the 8-10 range on the Awesometer. But like I said, we opt-in to the good stuff.

For those of you involved with social media, I’m taking a poll. How many of you are actively thinking of ways to which the social media consumer can opt-in?