Bob Cargill’s Marketing Show

Carhartt: A Great Brand in More Ways Than One

Episode 163 - Carhartt: A Great Brand in More Ways Than One

Workwear. Work clothes. Work gear.

All of the above is what Carhartt makes. All of it is very high quality and very popular.

Popular because it is so good-looking and long-lasting, but also because the brand itself is just so damn cool.

I mean, I feel like I'm always seeing the logo somewhere on what people are wearing, from complete strangers on the street to the college students I teach to my own two sons.

And now I'm proudly displaying it on a new hat I recently bought.

Now I'm one of the cool kids.

My point is this. Carhartt may say what they have to offer is for the tough and hard working among us, but I'm sure they know that their stuff is being bought for its looks as well by people from all walks of life.

I'm sure they've taken the pulse of their brand and audience enough times to know why they're so super successful.

To a great degree, their brand is not what they say it is, it's what those who are scooping it up left and right say it is. Right? I'm sure they know that, but what about you and every other brand out there?

How close are you to those who practically worship (hopefully) the products and services you have to offer Listen to your audience.

Observe how - and why - your brand is being consumed so much (or not) and take it from there. Don't ever lose touch with those on whom you depend.

The Dairy Queen Brand Extension

Episode 162 - The Dairy Queen Brand Extension

My wife, Barbara, and I recently had lunch recently with my mom at the same Dairy Queen in Bellingham, Massachusetts that my family went to back in the day. Only now it is a Dairy Queen Grill & Chill, not just a place to get soft-serve ice cream, milk shakes and other frozen treats.

Talk about a big brand extension.

I mean, this company has been around since 1940 and has over 7,000 locations today.

When I was a kid, we'd get whatever we wanted for our birthdays. That was awesome.

This time around, we got whatever we wanted, too.🙂 And I thought it was great. And the service, too.

We got cheeseburgers. No ice cream. Times have changed. We went there for a meal, not dessert.

The consumer in me was certainly pleased.

The marketer in me observed how much this place has changed over the years, expanding and rebranding to become the perfect example of a successful brand extension.

Good for Dairy Queen. Good for their customers, too.

 

Attracting the Attention of your Audience

Episode 161 - Attracting the Attention of your Audience

If you don't attract the attention of your audience in advertising and marketing, you won't have any customers and clients. It's that simple.

And in this day and age, it's more difficult than ever to stand out among the competition and clutter, to get people to notice what you have to offer them.

However, I couldn't help but notice a truck recently that was conspicuously parked in the huge, empty parking lot along Sudbury Street outside of Mill & Main, the old, historic mill complex in Maynard.

Bull Spit. That was the name on the truck. Bull Spit. Catchy name for a business. Right? Attention-getting to say the least.

Both the double entendre of the name of this brewing company and the fact that this truck was so strategically parked in that lot where you couldn't miss seeing it certainly captured my attention. I'm sure many others have noticed it as well.

Turns out that by no coincidence, of course, one of their locations is situated right there in the mill, so this truck serves as a convenient call to action, a reminder that they're there and open for business.

That's no bull. That's outstanding advertising and marketing.

What’s Your Current Situation?

Episode 160 - What's Your Current Situation? 

What's your current situation?

That's a thing on social media...telling people where you are and what you are doing now. You may already know that and even do that in your personal life, share your current situation with those who follow you on social media.

But do you do that in your professional life?

Documenting your days in real time is an easy and effective way for brands, businesses and professionals to establish a strong, steady presence on social media.

It shows you care enough about your audience to share your life with them. It satisfies their curiosity. It deepens the relationship you already have with them. It leads to greater engagement and unlimited possibilities for bigger and better things between you and those who look up to you.

It's a win-win.

Keep those who follow you abreast of your whereabouts and goings-on. Share your current situation on social media as often as possible.

Be Like Kevin

Episode 159 - Be Like Kevin

Kevin Cronin is the lead vocalist and front man for the ridiculously awesome rock band, REO Speedwagon. He's a great performer and a great guy. But that's not why I want to talk about him today. I want to talk about how great he is on social media.

Brands, businesses, professionals, people...everybody likes listening to Kevin and his legendary band perform, right? But not everybody knows how much they can learn from Kevin about how to use Facebook, Twitter and the like.

It was more than 40 years ago when I saw REO Speedwagon at the Boston Garden. They put on a spectacular live show then, as I am sure they still do today. Yes, they're still touring, and I would love to see them again in concert. But in the meantime, I enjoy following Kevin on Facebook where he is as much a star online as he is on stage, documenting where the band is on the road, what they're doing and how he's feeling.

That's how to do it on social media. Give people a look behind the scenes, an up-close and personal view of your life, both personally and professionally.

And yes, believe it or not, whether you're a rockstar like Kevin or not, people are interested in your everyday goings-on.

That's the lesson to be learned here. That's branding. That's marketing. That's the bonding that comes along with the fact that you're sharing what you're doing day in day out on social media with those who care so much about you.

Making My Book with Maria Antonia Silva and Morgan Hume

Episode 158 - Making My Book with Maria Antonia Silva and Morgan Hume 

In this episode of my podcast, I talk with Maria Antonia Silva and Morgan Hume about the making of my new book,  Twenty Jobs, Twenty Lessons - a Long, Strange Career in Marketing, from Junk Mail to Social Media.

Maria was the designer of the book and Morgan the editor. Both of them are recent graduates of Suffolk University in Boston, where I am an adjunct professor. I can't thank them enough for their skills, talent and support.

 

Using Twitter Spaces in a College Classroom

Episode 157 - Using Twitter Spaces in a College Classroom

Wait! What? You're not using Twitter Spaces yet?

My students and I hosted a Twitter Space recently, and it was such a ridiculously awesome educational experience.

In hosting this Space - a discussion about what's new in social media - we built a community, we positioned ourselves as thought leaders and we learned a lot from those who partook in this public conversation online.

Hosting your own Twitter Space is a great way to engage with your audience and develop long-lasting, mutually beneficial relationships with like-minded professionals. See for yourself. Host one today.

Marketing, Networking, Empathy, Authenticity and More with Melissa Merrifield

Episode 156 - Marketing, Networking, Empathy, Authenticity and More with Melissa Merrifield

In this episode of the podcast, Bob Cargill's Marketing Show, Bob talks to fellow American Marketing Association member (Melissa is from the Iowa chapter, Bob is from the AMA Boston chapter), Melissa Merrifield, about marketing, networking, empathy, authenticity and much more. 

About Melissa Merrifield (from Melissa's LinkedIn Profile)

My vision is to apply excellent leadership, communication, networking, and design talents in a professional team setting. To demonstrate an entrepreneurial spirit and execute creative ideas in a growing environment, becoming a strong company asset in the design and development of modern-day business and technology.

• Over twenty two years of hands-on marketing management experience; versatile, results-oriented marketing professional, who knows how to manage a company's reputation as an asset
• Designed all aspects of marketing pieces including branding, graphic design, and “content,” utilizing various forms of media
• Successful track record for planning and executing publicity events for both private industry and non-profit organizations; recruited external service providers
• Strengthened Cohesiveness and effectiveness of the sales force by coordinating and broadening the focus to customer centered philosophy and customer retention
• Recruited, trained, and coached volunteers and employees, creating integrated teams with diverse personalities and approaches
• Marketing expertise in concept development, negotiating with suppliers, new branch and new product launches, market segmentation, customer relationship management, budgeting, and forecasting
• Project Management: proven record for successfully managing multiple projects from inception to completion

Specialties: Graphic Design, Marketing Solutions, Online Marketing, Direct Mail, Branding, Marketing Communications, Event Planning, Fundraising, Marketing Strategies, New product development

 

 

The Six Ps of Retail Marketing

Episode 155 - The 6 Ps of Retail Marketing

There are four Ps of marketing...product, price, place and promotion. All are equally important.

When it comes to retail marketing, though, there are two additional Ps, presentation and personnel.

How you execute with regard to all these Ps can make a difference between success and failure for your brand or business.

Many retailers are struggling in this day and age. Are they focusing enough on the two additional Ps, areas where they could possibly establish a competitive advantage over the competition?

Amid COVID and a marketplace in which the only constant is change, nothing is easy today for brick-and-mortar stores.

That's one reason why we're seeing more and more empty store fronts on main street.

That's one reason why more and more retail is going etail.

The Importance of Engaging Your Audience

Episode 154 - The Importance of Engaging Your Audience 

Do you know the song, We Will Rock You, by Queen?

Of course, you know the song! It was written by Brian May for Queen's 1977 album, News of the World.

It was featured in a great scene in the movie, Bohemian Rhapsody.

It provided Queen with a ridiculously awesome opportunity to engage with their audience.

I used that song in my marketing class recently as an example of the importance of engaging with your audience as a brand or a business.

The more those on the receiving end of your messages are involved with what you have to offer, the more likely they will be to support you. Stomp, stomp, clap...