Marketing Lessons From Last Week’s Episode of Mad Men

ImageAs you might expect, we’re big fans of the AMC show Mad Men here at The Golding Group. We just love the romantic idea of creative professionals getting in a room together and pulling genius ideas out of thin air. Of course that’s not how the “real” world works, but it’s fun to watch. Even if it’s fiction, we did notice some real lessons all business leaders could learn from this season’s 2nd episode. 

1. Keep real business goals in mind, leave your personal stuff a home
Don Draper (the main character) is working on a new campaign for Heinz Baked Beans. The client wants the Rolling Stones to record a jingle for them because his teenage daughter is their biggest fan. Don knows it’s a bad idea, but tries to make it work. In the end, he realizes the Stones are not what sells beans and has to find a way to convince his client.
 
2. Be a team leader, not a glory hound
Another story line involves a bright, upcoming junior partner Pete struggling for respect from a rather stagnant senior partner Roger. Long story short, the young gun is bringing in all the best business, making him highly valuable to the struggling firm. Pete has secured an airline account (a big deal) and is leveraging his success against Roger. 
 
Here comes Pete’s big mistake. He uses the announcement to the staff of the airline account as a way to put Roger down, missing a chance to build the entire team up. His ego and personal politics are in the way of what’s best for the company. Pete’s action cost him respect from some of the senior partners.
 
Bonus mistake: Roger no longer wants to hire the best young talent, because he fears everyone new is after his job. The firm will now miss out on opportunities to build the best team possible due to Roger having insecurities.
 
Of course, the Mad Men ad agency Sterling Cooper Draper Pryce does it right more often than wrong. Don is the best at what he does because he gets to know his clients real strengths and weaknesses, finds a way to tell their story and always keeps the big picture in mind when working on individual pieces. Don is a strategic thinker long before the term came into vogue, and that’s why we love his style so much.

2012 ADDY Award Winners for The Golding Group

UPDATE: The MHACO Video has been awarded a bronze ADDY Award from the District 10 judging. This competition includes advertisers from Arkansas, Louisiana, Texas and Oklahoma.

The Golding Group adds two new awards from the Oklahoma City Advertising Club with ADDY wins for projects we worked on with one of our favorite non-profit clients Mental Health Association of Central Oklahoma (MHACO).

The Silver winner is a :30 sec. TV commercial conceptualized and directed by Kyle/Cher and produced by Midwest Media. The spot tackles the two most common problems the clients of MHACO have when needing support or information about mental health services: not knowing where to look -or- too many sources to know which is best for them

The Bronze winner is a direct marketing specialty (promotional) item conceptualized by Cher Golding, designed by Kyle Golding and produced by Robyn Promotions. It is a rubber “gripper” for the back of a cell phone to keep it from sliding off your dash or desk. The gripper os in the shape and color of the Mental Health ribbon and has the MHACO web address and national suicide hotline phone number on it. By keeping this information actually on the back of the phone, those in need of services can call or click for immediate help. The gripper card can be mailed or handed out at events.

We are proud to be recognized for our creative work on these two project, but even more proud to create highly functioning tools for a great OKC non-profit organization. Both awards were the highest awarded for the category (no Golds were given).

Improve Your Marketing with Response Tracking

You did your research, created a target market profile and know what makes your product/service better than the competition. Now you have to deliver that message. A consistent message over multiple channels works best, but which should you use? How do you prove your marketing worked? Can you justify cost to your client/boss? The answer is tracking.

The best way to justify cost and measure success or failure is tracking the response rate. But how do you know it was direct mail and not radio/TV/print/ect… that did the trick? By using a trackable device in conjunction with the call to action.

One advantage of printed items is the (potential customer can keep it, give it to a friend or bring it to your location to redeem for a discount, special offer or attend an exclusive event. This is how a trackable device works.

If someone needs to show a postcard, coupon or code word to get the deal – they will. Now you have proof of response rate. You can’t just look at the sales numbers to know if your marketing work because part of that equation is up to your sales staff. Closing a sale opportunity created by direct marketing is conversion rate, not response rate. Walking in the door with direct mail in hand is response rate. Marketing will only get the sales process started.

Once you know response rate and cost, you can track which advertising medium provides the best return on investment for your budget. A call to action and trackable device is a highly effective and easy way to track success.