Category Archives: Advertising

Direct response has to go beyond ‘just get the order’

Posted on June 6, 2019 by markkolier

In the classic sense, direct response has always been about getting the first order, meeting or beating breakeven, then keeping that new customer in the funnel long enough to actually make a profit. Keeping customers in for a couple of … Continue reading →

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Direct-to-Consumer marketing is not as easy as it might seem

Posted on November 13, 2018 by markkolier

I’ve been involved with DTC for a large part of my career.   I met and did some business with Lillian Vernon a good number of years ago, and if you don’t know her or her company you might find that … Continue reading →

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An Agency guy’s confession – No tears for Papa John’s

Posted on August 28, 2018 by markkolier

As a business consultancy and marketing agency I’ve had occasion to work with many different and mostly great clients. In the biz, you’re not supposed to talk about client relationships other than to say how great your clients are and … Continue reading →

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Man Bites Dove –A dessert so good it needs no advertising

Posted on May 30, 2018 by markkolier

I am thinking about ice cream and not only because we’re past Memorial Day here in the U.S, which is the unofficial beginning of summer… I just really love ice cream, but I also know that ice cream is a … Continue reading →

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What if our agency prefers not to specialize?

Posted on January 11, 2018 by markkolier

My business partner and I run a small marketing and advertising ‘shop’ with an office on Madison Avenue. Yes we’re Mad Men. Ok that’s out of the way. We’re successful and have been growing our business over the past few … Continue reading →

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‘Please don’t litter’ – a marketing success story

Posted on July 26, 2017 by markkolier

Back in the day (that is when I was much younger), littering was a notable problem in the United States. There were seemingly constant campaigns delivered under the ‘Keep America Beautiful’ organization banner. The crying American Indian “Iron Eyes Cody”: … Continue reading →

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Gap learns a few things from Zara – me too

Posted on December 1, 2016 by markkolier

I read a very interesting article in this week’s Wall Street Journal – As Gap Struggles, Its Analytical CEO Prizes Data Over Design Khadeeja Safdar’s November 28th WSJ article: I was quite surprised to learn that in terms of market … Continue reading →

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For Billboard advertising you have 7 seconds or less

Posted on May 5, 2016 by markkolier

Since as my partner David likes to say we need to be COG-nostic (not agnostic) when it comes to deciding on the appropriate channel marketing mix OOH (out-of-home) marketing is always considered. As I have written in the past the … Continue reading →

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Chinese dance troupe Shen Yun is a big digital advertiser in the USA

Posted on February 4, 2016 by markkolier

If you live in or around any major city in the U.S. you’re are likely to have seen advertising for something called Shen Yun which appears to be some sort of Chinese dance troupe along the lines of Cirque du … Continue reading →

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Did you feel it? $200MM ad spend so far DraftKings and FanDuel

Posted on November 12, 2015 by markkolier

If you’ve turned on your television or walked into any sports bar you cannot fail to have seen the incessant ads for DraftKings and FanDuel. On Tuesday New York State Attorney General Eric Schneiderman shut down the two sites in … Continue reading →

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