Image Courtesy of HowStuffWorks.com

I’ve always been interested in why advertisers do what they do. How do ideas get generated and why are they executed in the ways that they are? Where did the Energizer Bunny come from? And what exactly is Fahrvergnugen? 

Sometimes marketing campaigns are absolutely genius and other times they are absolutely ridiculous. If you’ve ever watched the show Mad Men, you’ll know that there’s a lot of thought and planning that goes into every message. A strong, clear, and creative marketing plan is the foundation for everything you see on tv, hear on the radio or read in a magazine; it not only articulates the messages (what), but it also outlines the audience (who), the objectives (why), the media channels (where), AND provides the reasoning for it all.

We’re just now finishing up the final points of our 2010 Marketing Plan. It’s been exciting to work on and also exhausting. In order to give you a glimpse of the behind-the-scenes work of museum marketing, I thought I’d share with you some of the basics of how we put together our plan. Read the rest of this entry »

One of the most important parts of marketing is expressing the value of the product/service that you are endorsing. Pantene Pro V makes your hair luxurious. Gillette Mach 4 razors provide the closest shave possible. Timex watches can take a lickin’. If you want shiny hair, smooth skin, or durable watches these are the products for you.

Empty Billboard

As I’ve been writing the IMA’s 2010 marketing campaign, I’ve been trying to find ways to communicate the value of the museum experience. The IMA has a tremendous amount to offer the public: educational programs that range from films to horticulture classes, collections and exhibitions that span the scope of art history, 2 historic house museums (Lilly House and Miller House), ArtBabble and a bunch of other cool online initiatives,152 acres of gardens and grounds…The list is long, and well, that’s the blessing and the curse of marketing the IMA. It’s the breadth of offerings that makes it hard to distill the IMA experience into a sound bite or tag line for radio, tv, billboards and various other media channels. Read the rest of this entry »

My first Pecha Kucha night, enjoyed from the squishy goodness of a giant red comfy sack in The Toby, was  like no other PowerPoint presentation I’ve been to. I left feeling inspired and liberated (since profanities could be shouted or whispered freely at any point). I’m definitely experiencing culture these days, maybe due to a motivating post by Meg. It’s true–as a marketer, and as a resident of Indy–we should all be experiencing the amazing galleries, games, plays, concerts, trails, architecture and exhibits offered by our friends. But why not also ask ourselves how as individuals we can create culture?

Read the rest of this entry »

Image Courtesy of Freefoto.com

Soft Drink. Pop. Soda. What do you call that sweet, fizzy drink that comes in cans, out of fountains, and sometimes in bottles? I call it coke.

In Southern Indiana where I grew up, a Sprite is a coke, a Dr. Pepper is a coke, and a Pepsi is also a coke. The Coca Cola brand has resonated so much in my hometown that it has become the generic term for the entire category of product. Coke is in good company. Kleenex, Xerox, Google, and even Q-Tip have all created such strong brand identities that their trademarked names are now nouns. (Definition of brand identity.)

Brands like Coca Cola appear to be every marketer’s dream. They seem to need very little advertising and messaging. However, the truth of the matter is that Coca Cola still spends millions of dollars every year on tv and print campaigns for Coke Classic. So what’s up with that? Read the rest of this entry »

In 2004 when I first began at the IMA, our marketing offices were in a small  cottage adjacent to the main museum building. Built in the early part of the 20^th century, the home was part of the original estate on which the museum now resides. Fresh out of grad school and new to the working world, I loved the cottage for its warmth and coziness. The PR and marketing coordinators sat in what used to be the living room. The graphic designers were squeezed into two upstairs rooms that were once perhaps the nursery. I shared a corner bedroom/office with my colleague Jessica.

Read the rest of this entry »