Villing Articles Written by Scott Tingwald
Mr. Publisher: Tear Down That Paywall!
Scott Tingwald (May 9, 2012)
It's common to hear complaints about paywalls being added to more and more news sites. Scott Tingwald explains why they aren't going away anytime soon.
A Giant Boost for All
Scott Tingwald (February 8, 2012)
The city of Indianapolis proved to be just as big a winner as the New York Giants in Super Bowl XLVI. But who else benefitted from Super Week in Indy?
Seeing Red
Scott Tingwald (December 2, 2011)
Coke's infusion of its classic color into the 'polar bear' campaign provides us with another case study in marketing and social media.
Think Like a Producer: A Two-Part Interview with Scott Tingwald
Scott Tingwald (October 20, 2011)
Voiceover actress Debbie Grattan and marketing executive Scott Tingwald of Villing & Company talk about the criteria he uses when hiring voiceover talent.
A Pitch for Relevance
Scott Tingwald (October 4, 2011)
If there's anything that social media has taught us the last few years it’s that consumers are conditioned to receiving relevant content on their own terms.
Transparency with a Purpose: Solid Marketing Tactics at Root of Miracle Whip's 'Love/Hate' Campaign
Scott Tingwald (June 30, 2011)
What happens when a company seeks and embraces negative feedback just as much as positive reinforcement from consumers?
2 Fast, 2 Furious: Coverage of bin Laden Death Highlights Need to Slow Down and Proof
Scott Tingwald (May 5, 2011)
If the recent media coverage teaches us anything, it's that we need to take a minute to read what we've written - if not have someone else proofread it for us.
There Are Worse Things: Questions of legitimacy are a far greater threat to Groupon than a Big Game gaffe
Scott Tingwald (February 17, 2011)
Negative fallout from tripping up during a Super Bowl advertisement can actually pale in comparison to a lesser known, but potentially more dangerous threat.
Humbug! Christmas Tunes in October? Make it Stop.
Scott Tingwald (November 4, 2010)
It seems as though radio stations are playing 24/7 Christmas tunes earlier and earlier each year. Is this the best that smaller radio stations can do to survive?
Identifying with Celebrity Endorser Key to Effective Campaign
Scott Tingwald (September 7, 2010)
Celebrity endorsements continue to be a popular means of reaching the masses, but what makes Drew Brees so effective in this role for PEFCU?
Advertising vs. Subscription Fees: Striking the Delicate Balance
Scott Tingwald (May 10, 2010)
It's interesting to watch online news and entertainment sources trying to make it on advertising revenue alone before replacing, or supplementing, that model with subscription fees - sometimes at the risk of taking money out of their own pockets.
Long Live Outdoor: Why This Traditional Medium Will Be Around for the Long Haul
Scott Tingwald (January 13, 2010)
It's nice to see one of the old standbys, outdoor advertising (or out-of-home marketing as the genre is sometimes called), still as relevant today as it was twenty years ago - perhaps even more so.
'Tis the Season: How the Holidays Provide a Perfect Branding/Image-building Opportunity
Scott Tingwald (October 23, 2009)
For most marketers, the holidays represent a unique opportunity, but the nature of that opportunity varies by business and deserves careful thought and consideration.
Social Media and the Economy
Scott Tingwald (October 5, 2009)
It's no coincidence that the meteoric rise of social media occurred during the worst recession in decades. How might social media be affected by an economic rebound?
Phoning It In
Scott Tingwald (July 17, 2009)
A recent Internet and e-mail outage at our office on Monday due to a weekend storm took me back to the 1990s. You don't realize how much communication is by e-mail until you don't have it.
Role Playing: How the Economy Allows for Role Reversal by PR Practitioners
Scott Tingwald (May 28, 2009)
PR practitioners have often longed for the chance to switch places with reporters and write the feature we are pitching ourselves. Well, courtesy of the sagging economy, we now have our wish.
Don't Call it a Comeback
Scott Tingwald (March 2, 2009)
Invigorated by social media, PR evolves with the times.
Keeping the Relationship Alive
Scott Tingwald (August 21, 2008)
In our increasingly disposable society, learn why the client/agency relationship is as important as ever.
A Recession-proof Investment Tip: Focused Audience Research
Scott Tingwald (January 31, 2008)
I have to admit, it is so refreshing when a client is willing to commit time and resources to a quantitative research study prior to launching a marketing initiative for their company – whether it’s an image campaign or the launch of a new product.
Doing Well By Doing Good
Scott Tingwald (July 30, 2007)
Although cause marketing is a concept that's been around for many years, it seemed to pick up steam as a marketing buzz word in the early 1980s.
Why You're Not Getting Googled.
Scott Tingwald (June 21, 2007)
What do you say when the boss, asks "Why aren’t we showing up in Google?" "Good question!" is probably not a great answer. How to enhance placement on search engines is by far the question we hear most frequently.