Archive for ‘Advertising’

August 12th, 2010

The 13 Most Important Emotional Triggers for Marketers

This is the second in a 3-part series called “Why Your Brain Buys Stuff it Doesn’t Need.” It’s currently being considered as a topic for the South-by-Southwest Interactive Conference. If you like what you read here, you can cast your vote for this topic on the SXSW panel picker page (registration required).

Not too long ago, a friend of mine named Ken Robbins who runs Response Mine Interactive told me there are only three things people are interested in paying money for — Love, Weight Loss and Getting Rich.

He was simplifying things a bit. After all, Ken’s company sells plenty of things that don’t have to do with love, weight loss or getting rich. But his point was a good one — that humans function in very basic, very instinctive ways. And if you, as a marketer, can tap into those instincts, you can make a lot of money.

"Love" is one of the 13 most important emotional triggers for marketers. Do you know what the other 12 are?

How can you tap into human instincts and make a lot of money?

It’s simple, really.

Okay, never mind. It’s not that simple. But it’s not that hard, either. The starting point is to understand what motivates people. And when you come right down to it, there aren’t all that many emotional triggers for humans.

Here’s a list of the 13 most important emotional triggers for humans. If you can wrap your product or service around one (or more) of these, you’ll have unlocked the secret to successful marketing.

Here goes:

•    Sex
•    Greed
•    Flattery
•    Fear
•    Self-improvement
•    Love
•    Better health
•    Weight loss
•    Longevity
•    Exclusivity
•    Fame
•    Uncertainty
•    Doubt

Putting the 13 Emotional Triggers to Use

How can you use these for your own marketing purposes? Here are a few headlines I’ve written around each one, in order.
•    Sex: “The secret to better and more frequent sex”
•    Greed: “How to make millions on the internet and retire wealthy”
•    Flattery: “Why people with blue eyes attract more attention from the opposite sex”
•    Fear: “1 out of 4 homes will be the victim of a burglary this year”
•    Self-improvement: “How you can get twice as much reading done in half as much time”
•    Love: “What the Eskimos know about love that you should know, too”
•    Better health: “How 3 simple ingredients in your home can help strengthen your heart”
•    Weight loss: “The secret to weight loss may be staring you right in the face”
•    Longevity: “7 secrets the French know that can help you live 20 years longer”
•    Exclusivity: “The fine wine for people who don’t have to ask ‘how much?’”
•    Fame: “How Julia Roberts got famous. And how you can get famous, too”
•    Uncertainty: “Why risk Lasik surgery on someone who is offering cut-rate prices?”
•    Doubt: “Would you want your children to drive in a car with unsafe brakes?”

The key with all of these is to pick one or two of them and wrap your product’s marketing program around them. That way, you can tap into basic human emotions to help drive your sales and revenue.

I hope you enjoyed this post and will come back for the third installment of our series. In the meantime, if you’re inclined, would you be so kind as to cast your vote for this topic on the SXSW panel picker page?

Posted by Jamie Turner, Chief Content Officer of the 60 Second Marketer, the online magazine for BKV Digital and Direct Response.

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July 26th, 2010

Was David Ogilvy the First Mad Man?

A few days ago, a good friend of mine named Alison Rinner directed my attention to a Wall Street Journal article entitled “What Real ‘Mad Men’ Did, and Didn’t Do.” It was a recap of what really happened on Madison Avenue during the 1950s and 1960s. (The bottom line — most of what is portrayed in the TV series Mad Men really did happen.)

The article in the Wall Street Journal reminded me of a post I wrote a few months ago about David Ogilvy, the founder of Ogilvy & Mather. Most people know David as a brilliant advertising man. But what they don’t know is that he was also a brilliant manager of people.

Mad Men

Was David Ogilvy the first Mad Man? Here's a story about the legendary advertising guru that's worth passing along.

Here’s the post I wrote several months ago. If you’re interested in finding out what made David such a brilliant manager of people, read on:

“I’m a very lucky guy. When I was growing up, my father worked side-by-side with one of the greatest marketing minds of the 20th century.

I’m talking about David Ogilvy. If you don’t already know about him through Ogilvy & Mather, then you might have read about him in one of your marketing textbooks or in his profile in the book Forbes: The Greatest Business Stories of All Time.

I was fortunate to have been in the presence of Mr. Ogilvy many times and had a number of fascinating conversations with him before he passed away. (I recall one conversation where he asked me, “Am I boring you?” Imagine!)

The most riveting story I know about David took place after he had retired to Touffou, his chateau in France. It’s such an important story and provides such excellent insight into Mr. Ogilvy that I wanted to share it with the readers of the 60 Second Marketer so that it might be etched in a 21st Century version of stone.

By the time David retired to Touffou, he had accomplished a great deal. Despite having started Ogilvy & Mather later in his life (he was nearly 40 when he founded the company), he was able to grow it into a worldwide powerhouse in less than a decade.

The agency was such a force that for seven years during the 1960s, Ogilvy & Mather never lost a new business pitch. Seven years without losing a pitch — that’s unheard of.

By the 1980s, Mr. Ogilvy was working primarily out of his chateau. He would come to New York City for important meetings with clients as well as for Ogilvy & Mather Board meetings. He still had the power to hire and fire, but the Chairmanship had been turned over to Jock Elliott, another brilliant member of the Ogilvy & Mather team.

As the story goes, prior to one important board meeting, a high-ranking member of the Ogilvy & Mather Board of Directors had decided to oust Mr. Elliott from his Chairmanship. (This could be done if a majority of board members voted in favor of a new Chairman.)

Apparently, this person had secretly gone around to several other members of the board to line up votes. He had done this behind the backs of both Mr. Ogilvy and Mr. Elliott.

Now, if you hang around corporate America long enough, you’ll find that this kind of trickery happens more often than we’d like to admit. But it was the kind of thing that Mr. Ogilvy hated because it wasn’t open and honest. He believed that office politics were best left for other companies, not Ogilvy & Mather.

As the story goes, the person who had secretly lined up the votes approached Mr. Ogilvy shortly before the board meeting to tell him what he had done. “David,” he allegedly said, “I’ve got enough votes to oust Jock Elliott from the Board of Directors.” If all went as planned, this person would effectively perform a board coup when the meeting started in a few hours.

But Mr. Ogilvy hated office politics. And he certainly wasn’t about to let them infect his esteemed agency.

After David listened to this person’s plans, he paused, leaned forward and said one thing to him. “You may have enough votes to become the Chairman of the Board, but you no longer have a job. You’re fired.”

In 21 words, David Ogilvy said more about himself and about the company he founded than an encyclopedia full of articles ever could.

“You may have enough votes to become Chairman of the Board, but you no longer have a job. You’re fired.”

I’m sharing this story because it was shared with me by my father, Mike Turner, who not only worked closely with Mr. Ogilvy, but was also a good friend of his. My intent is not to spread gossipy stories, but to share it as an illustration of how a great man did a great thing at a great company.

“You may have enough votes to become Chairman of the Board, but you no longer have a job. You’re fired.”

As I’ve gone through my career, I’ve kept track of the great business stories that have taught me something important about about life. There are some stories that are so powerful and have such clarity that they should live on forever — in the hopes that they’ll teach a younger generation how to lead a life of decency and integrity.

This is one of those stories. Please pass it on.”

Jamie Turner has spent more than 25 years helping companies like AT&T, The Coca-Cola Company, CNN, Equifax and Cartoon Network grow their sales and revenue with innovative marketing programs. He is the Chief Content Officer of the 60 Second Marketer, a free resource brought to you by BKV Digital and Direct Response. Jamie’s book, “How to Make Money with Social Media” will be published by the Financial Times Press this October.

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April 14th, 2010

Don’t Throw Away Those Old Newspapers!

By Harold Becker, Founder, Emerging Business Solutions

You heard me – “Don’t throw away those old newspapers”.

Newspapers are one of the oldest and trusted media types. We have confidence in their news, sports, business, weather, entertainment information and more.

But wait — if it’s in the paper then it’s “old” news, isn’t it?  The internet will carry the same story in real or close to real time, so who cares about old news?

But then if that’s the case, why do most cities with a population of over 30,000 print a daily paper?

The answer is simple – people who read the paper typically fit a demographic that is educated, takes time to enjoy the printed word, and doesn’t like to be rushed. They make informed decisions and are primarily 45+ years old.  They enjoy reading about their local community on a daily basis.  We find they are very loyal consumers who aren’t making the switch from conventional ink and paper to digital media quickly.

So, who buys ads in a newspaper? The static medium of a traditional newspaper lends itself well to creative advertisers who are looking to drive traffic to a specific event. Here’s what’s working for our clients:

1. Use large (full page) full color ads: These ads that describe the event clearly, provide relevant information, and the right offer can generate quite a crowd. Doesn’t that describe any media type?

For the past 2 years we’ve been using newspaper to help clients in the Gold, Coin and Jewelry buying business drive consumers to hotels, convention centers and businesses.  Our clients have purchased more than $50 million in merchandise during that time.

2. Negotiate: Like with anything, if you understand the medium and know how to negotiate prices for full page ads, many papers will discount prices by 60, 70 and even 80 percent below rate card.

3. Ask for More: Because newspapers are considered a dying media form and they’re trying to attract lost ad dollars, many are willing to throw in free ads, provide further frequency discounts, and even help with the creative work for free.

The more we buy newspaper, the more we’re convinced it’s a great medium for the right clients.

So, while you are optimizing your DRTV ad media, Twittering a friend, adding pages to your Facebook page or just surfing the web, consider newspaper ads to help drive traffic for clients.  It’s working for us.

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Harold Becker is founder of Emerging Business Solutions, a direct response marketing specialist.  Emerging Business Solutions provides direct response marketing consulting, management services and strategic guidance for local, regional and national clients.  Services include low cost yet efficient DRTV production, call center, fulfillment, customer service, manufacturing, merchant accounts, Integrated direct response web sites, all forms of media buying, analytics, optimization and more.

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March 25th, 2010

Advertising-to-Sales Ratios: 2006 to 2010 Comparison

By Ann Pruitt

Here’s an interesting study that looks at the advertising-to-sales ratios for some products and services.  We’ve compared the 2006 numbers to the current 2010 numbers. Anything that increased by 3 or more is highlighted in green; decreases of 3 or more points are highlighted in red.

Wow. Check out Hospitals, and check out Cosmetics. Those are pretty dramatic. Any industry insight from our followers (or did they change the formulas between 2006 and 2010)?

How are your industry ad-to-sales ratios changing? What influences are you facing? How are marketing strategies being affected in your business?  Let us hear.

Commodity or Class of Business

%age of Annual Sales

Spent on Advertising

2006 2010

Air Courier Services

0.8% .09%

Appliance and Electronics/ Electronics Dealers

n/a 3.8%

Auto Dealers, Gas Stations

1.0% 0.8%

Beverages

7.5%

6.7%

Books, Publishing & Printing

7.3%

3.8%

Cable and Other Pay TV Services

2.3% 7.3%

Educational Service

8.1% 12.8%

Family Clothing Stores

2.2% 1.9%

Furniture Stores

7.2% 8.7%

Hardware Stores/ Over $2,000,000

1.9% 2.2%

Hobby, Toy and Game Shops

4.0% 2.9%

Hospitals

13.9% 0.6%

Hotels and Motels

2.3% 1.4%

Household Appliances

1.6% 1.9%

Household Audio and Video Equipment

5.3% 6.5%

Insurance Agents, Brokers, & Service

2.0% 0.4%

Jewelry Stores

4.9% 5.4%

Malt Beverages

8.8% 10.0%

Mortgage Bankers & Loan Correspondents

n/a 1.3%

Perfume, Cosmetic, Toilet Preparations

7.9% 19.2%

Radio, TV and Consumer Electronic Stores

3.0% 2.4%

Real Estate Agents & Managers

2.4%

2.7%

Restaurants/ Full Service, <$15.00

2.0% 2.0%

Shoe Stores

2.4% 2.3%

Sporting Goods Stores / Full Line, $2mil-$5mil

1.5% 1.6%

Tobacco Products

4.4% 4.0%

Video Tape Rental

3.1% 4.7%

Women`s Clothing Store

3.7% 3.7%

SOURCES: the 2010 and 2006 NAA Planbooks

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February 18th, 2010

Priming Your Business For Publicity

By Todd Brabender, www.SpreadTheNewsPR.com

When it comes to putting together your initial business plan or making out your annual marketing budget, the amount of money you allocate toward “marketing supportives” can make a big difference in the success of your business’ impending public relations/publicity campaign.

Although it sounds obvious, many new entrepreneurs don’t realize that typical sales marketing materials you budget for can certainly be used for your “media marketing” as well. What I consider “marketing supportives” that are effective for publicity/media exposure are things like

  • product photos
  • product samples
  • website links
  • sales fulfillment options
  • etc.

The more supportives in place — the more media coverage you might expect.

Case in point, I recently launched a consumer product publicity campaign for a client who had many strong supportives: great product photos (hard copy & digital); product samples for the media; an online ordering vehicle on his website.

  • Because the product was very visual, the coverage on the TV medium would have increased tenfold had the client had a VNR (Video News Release) with product footage.
  • When many shows requested the VNR and found out the client didn’t have one, they simply could not give us coverage because they didn’t have the time to shoot the video themselves to meet the show’s deadline.
  • The same principle holds true for product photos.

This is not to say that your publicity/media campaign will fail if you don’t have EVERY marketing supportive available. If you can have money in your limited budget to afford a FEW supportives – at least photos or media samples – your media coverage can be even more extensive.

Bottom line – from a publicity standpoint – your marketing supportives should help the media cover your product with as little effort as possible.

If you are planning and/or budgeting for a publicity campaign and you have strong marketing supportives in place you stand to gain much more from your campaign. Conversely, maybe you hadn’t thought about a publicity campaign for your business. But if your marketing budget has, in fact, allowed for a few supportives, you are more primed than you realized for a campaign that should lead to some great media exposure.

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Todd Brabender is the President of Spread The News Public Relations, Inc.. His business specializes in generating media exposure and publicity for innovative products and businesses. (785) 842-8909

todd@spreadthenewspr.com

www.SpreadTheNewsPR.com

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February 16th, 2010

The History of Advertising Timeline from Advertising Age

This is going to be a short post, but one that I hope is useful to you.

I’m doing some research into the history of advertising and came across a fabulous timeline from Advertising Age. It outlines some of the more important events in the history of advertising going back about 300 years.

According to Advertising Age, the first advertising agency wasn’t located on Madison Avenue. It wasn’t even located in New York City. In fact, Philadelphia was the location of the first official advertising agency.

Procter & Gamble was the first company to genuinely understand the power of marketing and believed in it so much, they spent a whopping $11,000 advertising Ivory Soap in 1882. (At the time, the median household income was about $400.)

These are just some of the interesting facts you can learn on this timeline from Ad Age. If you’ve got a minute or two, check it out. It’s a fun and engaging exercise.

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February 12th, 2010

More Worst Marketing Mistakes of 2009

This is a continuation of last week’s blog covering BNet’s top 77 Worst Business Blunders of the Year. We picked out the marketing blunders so you won’t repeat these mess-ups. After all, we expect we will NOT see you on next year’s list.

x

Most 15-year-old boys and about 75 percent of Comic-Con attendees strongly disagree.

In May, the conglomerate founded by Richard Branson attempts to dispel rumors that it’s interested in purchasing the media empire founded by Hugh Hefner. Actual headline run on The Washington Post’s Web site: “Virgin Denies Interest in Playboy.”

x

The $20 baggage fee? That was for taking your luggage. We didn’t say anything about delivering it unharmed…

While waiting for his United Airlines flight to take off, Canadian folksinger Dave Carroll looks out the window and sees baggage handlers hurling his band’s guitars like so much Samsonite. Sure enough, upon arrival he finds that a $3,500 instrument has been damaged. In July, after months of waiting for the airline to reimburse him, he decides to write a song called “United Breaks Guitars.” The airline squares up when the song reaches 1 million hits on YouTube.

x

…or delivering it at all, for that matter.

In October, Carroll gives United Airlines another chance, flying the carrier en route to his appearance as a keynote speaker at a customer service conference. The airline loses his luggage for three days.

x

The award for worst rebranding since New Coke goes to…

PepsiCo hires the Arnell Group to consult on a major overhaul of the company’s core beverage brands. In January, it unveils redesigned packaging for the Tropicana Pure Premium orange juice line, ditching its iconic straw-in-an-orange logo for a floating-juice look that many confuse with a generic store brand. Sales immediately fall by 19 percent and the company is inundated with irate letters, causing PepsiCo CEO Indra Nooyi to order a return to the old packaging.

x

OK, now it all makes sense.

In February, the Arnell Group’s proposal to PepsiCo for a redesign of the Pepsi logo begins circulating online. Titled “Breathtaking,” the 27-page memo compares the new logo to the earth’s magnetic fields and the sun’s radiation and traces its geometrical lineage back to ancient Greek and Chinese forms, with further references to proportions in the Parthenon and Mona Lisa’s face. It implies that the new logo, with “brand identity Dimensionalized through Motion,” increases Pepsi’s “gravitational pull.” For an undisclosed sum believed to be in the seven figures, Pepsi receives a moderately tweaked logo and a massive amount of mockery, with BusinessWeek saying the memo reads “like the work of a college student majoring in art and the humanities.”

x

There you have it. Marketing gone awry – great examples of what NOT to do. Don’t say we didn’t warn you.

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February 5th, 2010

Worst Marketing Mistakes of 2009

In one of the most entertaining reads so far this year, BNet has published its top 77 Worst Business Blunders of the Year. Looking back over 2009, they picked out some doozies. I spent darned-near an hour, lost in capitalistic craziness. Here are some of our favorite marketing strategies gone awry. There are so many good ones, I’m having to publish some this week, and some next (so you’ll have something to look forward to).

x

Don’t worry, it’ll be fine: Nobody listens to Oprah anyway.

KFC promotes its new Kentucky Grilled Chicken by having Oprah Winfrey tout a coupon for a free meal on her show. The promotion goes the way you’d expect anything mentioned on Oprah to go: Viewers run to their computers, download more than 10 million coupons, and head to KFC in droves. Mobbed stores run out of chicken and turn customers away empty-handed, leading Advertising Age to call the promotion “one of the all-time blunders” and company president Roger Eaton to post a mea culpa video on YouTube.

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Buy the bloody car, you git, or I’ll smash your sodding skull!

In September, Toyota and its ad agency, Saatchi & Saatchi, are sued for $10 million by a Los Angeles woman who says she was terrorized by a Web campaign for the Toyota Matrix. A video promoting the campaign features a group of “maniacs” and offers people the chance to “prank” a friend: “It’s easy. Tell us a little about them, then pick one of our maniacs to mess with their heads — through personalized texts, email, calls, video — for 5 straight days.” The woman, Amber Duick, says she received a series of e-mails from “Sebastian,” a British soccer hooligan on the run from police who planned to “hide out” at her house with his pit bull. Duick claims the “terror marketing campaign” left her “constantly in tears and shaking and sobbing in emotional distress,” unable to eat, work, or sleep.

x

World peace. Cure for cancer. Left-handed underpants.

“Switching the opening from vertical to horizontal may sound like a small step, but it’s the major breakthrough that many have been waiting for.” — Rob Faucherand, spokesman for British department-store chain Debenhams, on the debut of a new line of tighty-whiteys designed to make life at the urinal easier for southpaws. Faucherand goes on to call the briefs “a vital step toward equality,” given that, heretofore, “left-handed men have to reach much further into their pants.”

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Just Do It?

Thanks to a late-night car wreck and subsequent revelations of marital infidelity, Tiger Woods brand manager Tiger Woods manages to irreparably tarnish the Tiger Woods brand. He is dropped as a pitchman by Accenture and AT&T, and a study by two economics professors at the University of California–Davis estimates that shareholders of companies that sponsor the golfer will lose as much as $12 billion as the result of his confessed “transgressions.”

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Well, hope you learned a thing or two. Come back next Friday for the scary continuation of what NOT to do in marketing.

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February 3rd, 2010

How Super is the Super Bowl for Advertisers?

Not all programs are right for all brands, even if it happens to be the Super Bowl. The 8th annual Super Bowl Engagement Survey, conducted by Brand Keys, Inc. (www.BrandKeys.com), a New York- based brand and customer loyalty research consultancy, predicts the monetary return advertisers will get on their advertising investments in the Super Bowl.

“More and more, clients want to know more than ‘was their ad seen,’ and with 30-second spots selling for $2.5 million – $2.8 million, this is a whole new ballgame. Brands like Pepsi, which has advertised on the Super Bowl forever, have decided there are more effective media venues,” noted Passikoff, founder and president of Brand Keys.

Does the ad buy actually lift the brand?

A survey was conducted among a national sample of 1,350 men and women, 18 – 65 years of age. It measured respondents’ reactions to brands in that medium’s context, and is a reliable predictor of future brand purchase. “Think of it as identifying how the media reinforces, or in some cases degrades brand values,” said Passikoff, founder and president of Brand Keys.

Which advertisers will be most likely to get the highest return on their Super Bowl ad investments?

What you want to see is a minimum of seven points added to your brand to ensure you’re getting a real return on a very expensive investment,”  said Passikoff.

Advertiser

“Super Bowl” R.O.I
Viacom’s Paramount Pictures (Iron Man 2) 11
Diamond Foods (Pop-Secret) 10
Hyundai 10
Denny’s 9
Doritos 9
NFL 9
Anhauser-Busch  (Budweiser) 8
Electronic Arts 7
Monster 7
Motorola 7
Unilever’s Dove Men&Care 7
Universal Pictures (The Wolfman) 7
Audi 6
CareerBuilder 6
Walt Disney (Toy Story 3) 6
Bridgestone Firestone (Halftime Sponsor) 5
Mars 5
Viacom’s Paramount Pictures (Last Airbender) 4
Go Daddy.com 3
Coke 2
E*Trade 2
Boost Mobile -0-
Telaflora -0-
US Census Bureau -0-
Viacom’s Paramount Pictures (Shutter Island) -0-
Walt Disney (Alice In Wonderland) -0-
Dockers -2
TRUTV -2
Cars.com -3
HomeAway -3
Dr. Pepper Cherry -4
Kia -5

Engagement assessments are separate from how many eyeballs were watching and are a reality check that lets advertisers know how super their media buys actually are, and it can be done before signing a check. “It has nothing to do with ‘being watched’ or of consumers ‘being aware,’ and has everything to do with being emotionally engaged with the brand,” noted Passikoff. “That’s vastly different from just being entertained. A laugh is not an acceptable return on an investment of this size.”

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Visit www.BrandKeys.com for company background

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February 1st, 2010

Bud Light and Naked People

What does a company do after watching its sales fall for a year?

Anheuser-Busch shows naked people.

The new Bud Light Clothing Drive commercial is hilarious. Check out the ad:

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It doesn’t fit in the new campaign reported by The New York Times, though. According to them, Anheuser-Busch intends to run nine commercials that will take up five minutes of air time on the Super Bowl, abandoning the “drinkability” promotion they ran last year. Of the nine spots, five are scheduled to be devoted to unveiling a new theme for Bud Light, “Here we go.”

I like the naked people spot, whether it fits in the new campaign or not. It’s funny, it’s not very tasteful, and it’s clever.

Makes me wonder whether we ought to have a clothing drive here at The 60 Second Marketer.

On second thought, scratch that.

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The 60 Second Marketer is a free online magazine brought to you by BKV Interactive and Direct Response. We try to provide quick updates on the newest tools, tips and techniques in marketing. We also try to accomplish that with a dose of humor or levity. As it turns out, we're pretty good at providing tools, tips and techniques, but we're not actually all that funny. Which would explain why people don't call us "funny" as much as they call us "laughable." Bummer. Our offices, for those of you who are interested, are located in Atlanta (404-233-0332) and Kansas City (913-648-8333). We also have offices on Bora Bora, but they don't have the phones installed yet.

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