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.

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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 »

It’s Memorial Day weekend and everyone in Indianapolis knows what that means…It’s time for the THE GREATEST SPECTACLE IN RACING! For as long as I can remember the Indianapolis 500 has been somewhat of a sacred tradition in my family. If the weather is above 55 degrees and it isn’t raining, my dad will turn on the race broadcast and pull into the driveway every car and/or lawn mower he can find. And so the annual race-day car wash begins. With the broadcast blaring so loud you can hear it for at least a half mile, the rest of the family (and neighborhood) is forced to listen. I won’t complain. I love the broadcast. The bellow of Jim Neighbors singing the line “Back home again in Indiana” gives me goosebumps. The first roar of the engines makes my adrenaline rush.

While many people stay at home and listen to the radio, hundreds of thousands more pour into the track every year as spectators. As the largest and highest-capacity sporting facility in history, the Indianapolis Motor Speedway can hold more than 400,000 fans. That means in one day the track gets as many visitors as the IMA does in an entire year. That’s amazing!

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