Recent Articles from Esty Atlas
Oscar marketing 2012: Part 2
(Editor’s note: This is the second of two parts. Read Part 1.) Continuing in our New Year optimism for improved economic times and healthier customer relationships, here are several opinions from industry experts on using social media to boost your business effectiveness: Topic: crowdsourcing.Peter H. LaMotte, President, GeniusRocket, Inc. “2012 will be the year that […]
Lessons we can learn from Bernie’s boxers
Here’s an eye-opener: if you’re famous enough (and not necessarily for the right reasons), your underwear could be worth hundreds of dollars. In today’s economy, that’s news. So you’ll remember the headlines of the guy who ripped off dozens of people for operating a multibillion-dollar Ponzi-scheme (also news). On June 30, 2009, Bernie Madoff was […]
The lessons of global advertising
Don’t let the media naysayers throw you off focus. Advertising still sells products. For the most part, people are buying what they perceive they need. In a country of roughly 310 million, the U.S. is the #1 global leader in…wait for it, advertising! Yes, a new study shows we held the top position (out of […]
How to improve your bottom line with branding
It was one of those “aha” moments when I read, “Poetry is when you make new things familiar and familiar things new.” A great definition and teaching tool. The challenge of advertising has always been and will always be how one taps into human psychology in ways that resonate with the consumer (which is itself […]
Are you master of your domain? part 2
(Editor’s note: this is the second of two parts. Read part one.) So in part one, we were talking about a Canadian teenager named Mike Rowe who registered his website as MikeRoweSoft. Naturally, Microsoft claimed trademark infringement because of its phonetic resemblance to their trademarked corporate name and demanded the student give up his domain. The student’s […]
Are you master of your domain?
(Editor’s note: the first of two parts) OK, all you Seinfeld lovers — it’s not what you think. In this case, I’m speaking of your website domain and the frequency of businesses who have theirs stolen or corrupted. “Cybersquatting” (as it’s called) is simply using a domain name with bad faith intent to profit from […]
An insider’s guide to managing your message: part 3
(Editor’s note: this is the last of three parts. Read Part 1 and Part 2.) Insider Tip #4: Speculative questions are the most slippery in all of news reporting. They are not necessarily intended to trap you, however; curiosity runs deep in a good reporter. Speculative questions often ask you to provide information that you cannot […]
An insider’s guide to managing your message: part 2
(Editor’s note: This is the second of three parts. Read the first part .) Insider Tip #3: How do you field third party questions? First, recognize the first few words. These are often unsubstantiated questions. For example, “A recent report indicates that several of your products are defective and dangerous. How do you respond to […]
An insider’s guide to managing your message
(Editor’s note: this is the first of three parts) With fear of public speaking the number one phobia over death, fear of a press interview or facing angry consumers runs a close second for many managers and business executives. What to say, what not to say when asked a particular question? How do you get […]
Top 5 marketing and PR blunders: No. 5
(Editor’s note: This is the final column in a five-part series.) I believe there’s a lot to be learned from success stories, so here’s a great example: Who said: “If everything seems under control, you’re just not going fast enough”? Some clues: He is (to date) the only person ever to win the Indianapolis 500, […]
Top 5 marketing and PR blunders: No. 4
(Editor’s note: This is the 4th column of a five-part series.) As Bob Dylan bellowed in 1964, “The Times they are a-Changin.” Truth is, the times are always changing and we’re seeing it again, particularly in the marketing and public relations of companies today. So take notice. We did. Discover what the big kids are […]
Top 5 marketing and PR blunders: No. 3
(Editor’s note: this is the third of five parts.) Not all customers (or clients) are worthy of you. It’s a hard pill to swallow sometimes, but it’s true; even in this fight-for-all-the-business-you-can-get economy. There are those who are simply detrimental to your health, reputation, and success. So, Blunder No. 3 in my series offers these considerations […]