Tag: marketing

No Measure. No Meaning.

Seth Godin, the best sock-wearer on the planet, writes that “If it cannot be measured, it does not count.” This from his fantastic book titled THIS IS MARKETING. Tape this phrase over your desk. Marketing and publicity are window-dressing without proof that your actions lead to some measurable outcome — whether results are good or...

Old Vs. New Marketing

Old marketing is about pushing, the “throw-everything-at-them” approach of saturation. Old marketing is about awareness. Old marketing is about you. *** New marketing is about pulling, the “come-see-what-you’re-missing” strategy of enticement. New marketing is about action. New marketing is about others. ©Aspiration Entertainment, 2020

4 Ways To Make Sure You’re Not A Car Alarm In A Mall Parking Lot

Are your marketing and advertising like a car alarm in a mall parking lot on Black Friday? You make a lot of noise but no one really pays any attention? It’s likely the most common mistake we see in the market. That so-called mirage of marketing where it appears that your campaign is working but...

The 1 Time You Should Use The Word “Movement”

“We are creating a movement!” “This is a movement!” “Join the movement!” Wrong. Wrong. Wrong. Read what human rights activist, musician, filmmaker, and award-winning tech founder, Justin Dillon, says about “movements.” “How do you define if something is a movement? Good question. I do really believe history determines it. And if you say that word,...

3 “Whats” That Must Drive All Your Marketing Decisions

There are three “what” phrases that must drive all of your marketing decisions. What? So What? What Now? Essential that you can answer those three questions. What is the project? Why should people care? What do you want people to do once they know about it? And what do you want them to do once...

10 Ways You Can Save Money On Marketing & Distribution

A day late and a dollar short. Join the club. Most of us feel that way with our marketing and distribution campaigns. If we only had another few months. If we only had another few thousand. Then … Let us give you a little insight that you already know but likely forgot. Even the biggest...

2 Thoughts On Mobilization vs. Marketing

What’s that old line from retail giant John Wanamaker? (H/T Nicholas Tolson) “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” How do you know if your campaign worked until it’s too late? You don’t know if your movie performed until it opens. You don’t know if...

20 Questions You Should Ask A Distributor … Before Signing Any Deal

We’ve all learned lessons the hard way. After the fact, armchair quarterbacking. “I wish”-ing ourselves into a vow to never do that again. Hindsight is 20/20, it’s said. We’ve compiled questions that we’ve asked, we’ve answered, and we’ve heard dozens tell us they’d wish they had asked but didn’t … for one reason or another. ...

5 Mistakes Everyone Makes With Publicity

Think of a film marketing campaign as a three-lane freeway. In the fast lane, you have advertising. Quick to accelerate. Gets you to your audience fast. In the next lane, digital and social, as well as licensing, promotions, and partnerships. And in the third lane, you have publicity. The slow lane. Publicity — or “earned...

10 Ways To Improve Your Distribution

We often say “distribution is marketing and marketing is distribution.” You cannot do one without the other. You cannot execute one without total integration with the other. The two go hand-in-hand. Common sense, right? You’d think so, but we all know how often distribution and marketing are running at different speeds, in different lanes, on...

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