Comments on: 8 Vital Lessons to Learn from This Expensive Marketing Misstep! http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/ How to turn prospects into buyers with content marketing Thu, 29 Jul 2010 13:31:36 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Newt Barrett http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/comment-page-1/#comment-5074 Newt Barrett Tue, 04 Nov 2008 14:05:53 +0000 http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/#comment-5074 Roger, I try to call it the way I see it. In the case of the DVD gone wrong, the packaging design was well done and invited exploration of the DVD, but the DVD was content-free in addition to being design-challenged. I really see stuff like this as a huge missed opportunity. It coulda' been a contender! Maria, Yes, when you consider the potential power of a DVD and what could have been conveyed by the advertiser about how they could solve customer problems (thus proving both their value and the value of the DVD format) they wound up proving nothing. And, as they say in Texas, it was a case of all hat and no cattle! Roger,
I try to call it the way I see it. In the case of the DVD gone wrong, the packaging design was well done and invited exploration of the DVD, but the DVD was content-free in addition to being design-challenged. I really see stuff like this as a huge missed opportunity. It coulda’ been a contender!
Maria,
Yes, when you consider the potential power of a DVD and what could have been conveyed by the advertiser about how they could solve customer problems (thus proving both their value and the value of the DVD format) they wound up proving nothing.
And, as they say in Texas, it was a case of all hat and no cattle!

]]> By: Maria G. http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/comment-page-1/#comment-5072 Maria G. Tue, 04 Nov 2008 13:51:48 +0000 http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/#comment-5072 I guess it boils down to the concept and content didn't live up to the expectations set out with the design. My favorite saying applies here: "all style, no substance." I guess it boils down to the concept and content didn’t live up to the expectations set out with the design. My favorite saying applies here: “all style, no substance.”

]]> By: Roger C. Parker http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/comment-page-1/#comment-5037 Roger C. Parker Mon, 03 Nov 2008 02:11:25 +0000 http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/#comment-5037 Dear Newt: Why don't you tell us what you really think?! Seriously, your post brings up several interesting points, all of which revolve around often-overlooked basics like "respect your market" and "respect your client." Your market wants information, your client (or employer) wants value. Neither are served if there's no core message or benefits. But, it goes beyond that, I think. The problem is so many designers--and so many design educators--focus on creativity and technology, not the message in the "classic" way that pioneers like Jan V. White espoused in his classic "Editing by Design" that is as valid and helpful today as it was 30+ years ago. Thank you for sharing your concise "review list" with us, and reminding us all that brevity and conciseness are not incompatible with style and valuable content. Dear Newt:
Why don’t you tell us what you really think?!

Seriously, your post brings up several interesting points, all of which revolve around often-overlooked basics like “respect your market” and “respect your client.” Your market wants information, your client (or employer) wants value. Neither are served if there’s no core message or benefits.

But, it goes beyond that, I think. The problem is so many designers–and so many design educators–focus on creativity and technology, not the message in the “classic” way that pioneers like Jan V. White espoused in his classic “Editing by Design” that is as valid and helpful today as it was 30+ years ago.

Thank you for sharing your concise “review list” with us, and reminding us all that brevity and conciseness are not incompatible with style and valuable content.

]]> By: Ryan G http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/comment-page-1/#comment-5011 Ryan G Sun, 02 Nov 2008 09:48:39 +0000 http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/#comment-5011 I'm glad I read this before embarking on my own DVD Marketing campaign. Thanks. I’m glad I read this before embarking on my own DVD Marketing campaign. Thanks.

]]> By: Dave J. http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/comment-page-1/#comment-4930 Dave J. Fri, 31 Oct 2008 02:52:05 +0000 http://contentmarketingtoday.com/2008/10/30/8-vital-lessons-to-learn-from-this-expensive-marketing-misstep/#comment-4930 That's really bad. The sales rep should have helped find a multi-media agency that would partner with them. That’s really bad. The sales rep should have helped find a multi-media agency that would partner with them.

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