By John Lavey | Hammock President and COO
If your company slowed or stopped sharing content with clients since the pandemic started, have you begun to reemerge? Or are you struggling to figure out what conversations to have with your clients right now?
If so, you aren’t alone.
“Us Tareyton smokers would rather fight than switch” was a classic advertising slogan of the Don Draper era. Featuring a smiling model with a black eye, the grammatically incorrect Tareyton print ads ran from 1963 until the early 1980s. (Cigarette advertising on TV ended in 1971.) On its surface, the slogan was a clever way to encourage loyalty to the Tareyton brand. Yet beneath the surface, it was an insidious and not-so-subtle rallying cry for smokers to ignore the evidence linking smoking to cancer that started mounting in earnest with the 1964 Surgeon General’s report.
In the 55 years since the report was issued, the percentage of Americans who smoke has fallen from 42% in 1964 to 14% today. But nearly 34 million Americans still smoke, apparently willing to fight to the death than switch.
By Rex Hammock, CEO
If you google “the lost art of storytelling,” you’ll find link after link of people longing for a bygone time when there were great storytellers. “We’ve lost the ability to tell stories well,” they lament. We lost it in a time and place called the good ol’ days, they mourn.
In reality, we are living in a golden age of storytelling. Never have there been more stories, more ways to tell stories, more outlets for sharing stories or more fans of storytelling.
By Rex Hammock, CEO
The term “campaign” is used in many ways, in various contexts.
A political campaign is the process candidates must successfully follow to be elected to a public office. A military campaign is a series of battles that are part of a larger war. An advertising campaign is a coordinated series of advertisements, typically using several media channels, that are tied together with a complementary style and personality. Each type of campaign reflects a recurring commitment, discipline and multi-pronged approach to success.
By Steve Sullivan
Deciding on partners to help your business is a tough job. We must all decide: Is this function core to our business, or can we benefit from outside help?
By: John Lavey | Hammock President/COO
The dramatic shift from print to digital media, one of the big marketing stories in our lifetimes, happened to coincide with the Great Recession that lasted from 2007 to 2009.
Marketers were more careful with dollars coming out of the Recession and for good reason. There were fewer of those dollars. Cheaper was appealing. And what better way for wary marketers to spend their dollars then on areas where they would be able to see the impact of their spend.
Forbes Magazine recently recognized Hammock’s founder, Rex Hammock, as a leading voice in the field of content marketing. In an article published in late October, Rex described how Hammock uses content to build brand loyalty and tell stories to create long-term relationships with customers.
Rex discusses the challenges of defining content marketing, explains the best way to use content and pulls no punches in calling out good and bad uses of content marketing. The industry pioneer also shares the most effective customer-marketing components that have been the secret to Hammock’s success over the past 27 years.
To read more of Rex’s expert observations on content marketing, find the full article here.
Last week we showed you five amazing photo finishes—to inspire you to meet your year-end content marketing deadlines with style and flair—and show you how collaborating with Hammock can help you cross the finish line in an award-winning fashion.
Today’s inspiration comes from the realm of basketball—the buzzer beater. You probably have a favorite—that last-second dunk or half-court shot drained right as the shot clock expires and the buzzer sounds. It’s that fraction of a second when a long-shot contender knocks off a No. 1 seed and grabs the championship. A “buzzer-beating” finish is pure excitement—but it takes a smart, talented, hard-working team to set up those winning shots.
For various reasons, the deadlines of marketers and content managers are often the first day of January. Over the past 26 years, Hammock has learned that crunch-time, fast-approaching finish lines can’t be crossed alone—it’s a collaborative effort involving not only our clients and our on-staff team, but also a network of talented creators, editors, producers and other supplier partners. It also takes a burst of virtual adrenaline that comes from working together to make it across the finish line in an award-winning fashion. It’s similar to the bursts these five amazing winners found in incredible photo finishes.