Villing Articles Written by Thom Villing
Which Comes First, the Culture or the Brand?
Thom Villing (January 27, 2012)
When considering truly iconic brands, like Nordstrom, Zappos or Apple, a classic chicken-and-egg question arises: Which comes first, the culture or the brand?
The Fallacy of the Funnel: Revisiting Conventional Marketing Wisdom
Thom Villing (January 13, 2012)
The marketing funnel has been as sacred as the four P's of marketing for a century. But now some of the industry's foremost thought leaders are starting to question its relevance.
These Holiday Commercials Betray Spirit of Season
Thom Villing (December 14, 2011)
The headline of this article is the same one that appeared in the newspaper recently. Maybe it grabbed your attention as much as it got mine.
Doing Well By Doing Good Revisited: The New Generation of Socially Minded Businesses
Thom Villing (November 23, 2011)
This week, as we are reminded of how much we, as a society, have to be thankful for, we’re also reminded of the importance of being good citizens of the world community.
Leaving the Station-ary: The Rush to Mobile Marketing
Thom Villing (November 8, 2011)
By 2014, more people will access the Internet via mobile devices than with desktop computers. This has major implications for marketers.
The Genius of Steve Jobs: Understanding Marketing's 4 P's
Thom Villing (October 10, 2011)
According to Thom Villing, the attribute that set Steve Jobs apart was his innate sense of all facets of effective marketing - each of the four P's.
Have We Got a Deal for You: Couponing, Mobile Marketing & More
Thom Villing (September 28, 2011)
Deals and couponing, if not used strategically, can launch a death spiral from which full recovery is next to impossible to achieve.
The More Things Change, The More Things...Change
Thom Villing (September 6, 2011)
At times, the way the marketing profession is changing can be a bit scary. I'll admit. Sometimes technology makes me want to run for cover.
Facebook for Business: All Engagement is Local
Thom Villing (August 25, 2011)
How's this for a morning wake up call? Engagement on Facebook walls of leading brands is down 22%.* Surprised? I'm not. In fact, I would have expected worse.
Because the First Word in Cause Marketing is the "Cause"
Thom Villing (July 21, 2011)
I have always been a strong proponent of cause marketing and believe it to be a potentially powerful cog in the marketing mix. I still believe that but there is one big IF.
Marketing Muse-Ings: Men Don't Respond To Paid Media (As Much As Women)
Thom Villing (June 24, 2011)
I have a love/hate relationship with research. I love what it can tell us to make us more effective marketers. I hate dealing with a bunch of dry statistics.
Villing Elected to Intermarket Agency Network Board of Directors
Thom Villing (June 16, 2011)
Thom Villing, president of Villing & Company Marketing Communications, was re-elected to the Intermarket Agency Network (IAN) Board of Directors.
How Travel and Tourism is Ahead of the Curve in Digital Marketing
Thom Villing (June 8, 2011)
Those in the travel and tourism industry better get on the mobile marketing train in a hurry or get left at the station.
Marketing Muse-ings
Thom Villing (May 23, 2011)
As a departure from my usual blogstyle and presented in digest(ible) form, here are some totally random items for your consideration.
Millennials Are Cool, Too
Thom Villing (April 25, 2011)
Much has been written about the good and bad characteristics of the Millennial Generation, but a recent student awards luncheon made me optimistic about the future of the marketing profession.
When Did I Fall Asleep and Baby Boomers Become Hip?
Thom Villing (April 13, 2011)
What can marketers learn from the recent fascination with hip Baby Boomers, which is most noticeable in the recent string of Saturday Night Live guests in their 50s and 60s?
Are You an App-aholic or Are You App-athetic?
Thom Villing (April 1, 2011)
While it would be easy to get annoyed by all the talk about an app for this and an app for that, many apps are impressive marketing tools. After all, good marketing begins with the customer experience.
Two Sides of the Social Buying Coin
Thom Villing (March 1, 2011)
Lately all the buzz has been about social buying websites like Groupon and LivingSocial. However, there are a few factors to consider before jumping on the social buying bandwagon.
Super Bowl XLV Commercials: Is it me or is it smart in here?
Thom Villing (February 11, 2011)
I believe that empty creativity, not strategy, has driven most Super Bowl advertising in recent years. As a result, we've had to suffer through an inordinate amount of dumb and dumber attempts at humor.
No Trump: Why Sports Celebrity Endorsers Seldom Make Sense
Thom Villing (February 2, 2011)
As a marketer, I often shake my head at the use of sports celebrity advertising endorsements for seemingly irrelevant products. What are they thinking?
Changing Lanes on the Marketing Autobahn: Drive Carefully in 2011
Thom Villing (January 5, 2011)
The more things change, the more they stay the same. You've heard that expression many times. It's an apt prediction about marketing in 2011. The big difference will be the speed of that change.
Forging a Brand: Do It Right or Watch the Sparks Fly
Thom Villing (December 14, 2010)
Forging a company or organizational brand is fraught with hazards. Executed properly, branding can pay remarkable dividends. But failing to do it right can cause some serious sparks to fly.
Getting Your Feet Wet With Social Media
Thom Villing (November 11, 2010)
The increased consciousness about social media isn't a bad thing. But like most things in life, the one size fits all approach is seldom effective.
The Autumn of My Discontent: The "Fall"-Out of Political Advertising
Thom Villing (October 11, 2010)
As I was driving into work, I heard another political attack ad. Will the overkill and lack of accountability hasten the fall of traditional advertising media? There are many reasons for concern.
What We've Got Here is a Failure to... Differentiate.
Thom Villing (September 24, 2010)
Differentiation is like the weather. Everyone in marketing talks about it, but no one does anything about it. And for good reason. It's hard. Brutally hard.
Point/Counterpoint: Are Local Marketing Clubs Doomed?
Nathan DeSelm & Thom Villing (September 10, 2010)
With online educational opportunities exploding and professional networking increasingly happening online, is there any place for local marketing clubs with their traditional meet-and-greet luncheons?
Pure Michigan: To Everything There is a Season – Including the Use of Broadcast Advertising
Thom Villing (August 16, 2010)
The Pure Michigan campaign is a compelling reminder of what broadcast advertising can do when the medium matches the message.
Don't Forget Those Boomers, Baby.
Thom Villing (August 4, 2010)
Boomers spend 40% of consumer packaged goods dollars, but only 5% of ad dollars are directed at them. What's wrong with this picture?
Copywriters in the Digital Age: Essential or Essentially Extinct?
Thom Villing (June 11, 2010)
In an era of short attention spans, high visual imagery, bullet points, scannable text and steadily declining use of traditional media, are copywriters about to become extinct?
Route 66 as a Metaphor for the Agency Business
Thom Villing (May 19, 2010)
The agency business is changing. It is tempting to wax nostalgic and yearn for the thrilling days of yesteryear. But I think that may be missing the point.
Utility is the New Persuasion: Why Apps Make More Sense Than Ads
Thom Villing (April 21, 2010)
Consumers are now the loudest voice in the media. Today's savvy marketers need to optimize how customers experience their brands by putting more effort toward helping rather than selling to customers.
Just Do It (Even If It Doesn't Feel Right): Nike & Domino's
Thom Villing (April 12, 2010)
I saw the new Tiger Woods Nike spot last night. From a marketing standpoint, it could be a stroke of genius. From a personal standpoint, it just doesn't feel right.
We Don't Need No Stinkin' Strategy
Thom Villing (March 24, 2010)
Creating tactics in response to a specific need or opportunity is easy. Creating a well-conceived strategy before developing tactical approaches... not so much.
Tackling the Question of the Best 2010 Super Bowl Ads
Thom Villing (February 9, 2010)
On Super Bowl Sunday, it's tough being in marketing and a sports nut at the same time. If I leave the room during commercial breaks, I might miss one of the year's iconic TV spots.
Free Speech or Free-For-All: Supreme Court Decision on Political Advertising Will Pose Challenges to Media and Marketers Alike
Thom Villing (January 26, 2010)
What are the marketing ramifications of the Supreme Court decision that lifted the political advertising restrictions on corporations, trade unions and similar organizations?
Sausage Strategies: Marketing Gambles by Dominos and Oscar Meyer
Thom Villing (January 18, 2010)
Both Domino's and Oscar Meyer have recently gained attention for some moves they've made in the advertising world. Will it be worth the risk?
When It Comes To Holiday Traditions, Baby Boomers Aren't So Different Than Their Own Babies.
Thom Villing (December 29, 2009)
In light of the holiday season, as well as our recent discussions in this space about generational issues, I thought I’d share with you some interesting statistics I recently came across.
Point/Counterpoint: Are Traditional Marketing Methods Still Relevant?
Nathan DeSelm & Thom Villing (December 16, 2009)
Most people agree that marketing and the media used to disseminate marketing messages are changing. In this special "point/counterpoint" post, we debate the extent and nature of this change.
Do You Have a Brand Cause?
Thom Villing (November 13, 2009)
Lately I've been very involved in several projects and discussions involving what we refer to as brand trust. Fortunately, there are ways to increase the value of your brand and they are as elementary as the golden rule.
Don't Fail to Plan Your Marketing Efforts. Seven Steps to Help You Plan... to Succeed.
Thom Villing (October 14, 2009)
As we approach the end of a year that many people would just as soon forget, it may be a good time to remember to work on your marketing plans for 2010.
Who Says 18-34 is the Most Coveted Marketing Demographic?
Thom Villing (September 25, 2009)
When I first got into the business, everyone said 18-34 was the most sought after demographic for advertisers. Does that still hold true today?
Social Media: Think Before You Drink the Kool-Aid
Thom Villing (September 16, 2009)
Social media is being touted as a magic elixir for marketers – providing incredible impact at little or no cost. Sorry, but that’s not reality.
Social Media: Hype or Hindrance?
Thom Villing (August 28, 2009)
All those who are sick and tired of all the hype about social media, raise your hands! It's not that the end game isn’t worthwhile. It just needs some perspective.
When Did Creativity Become a Commodity?
Thom Villing (August 10, 2009)
As the marketing services industry has changed due to media fragmentation and technological advances, my one solace has been that there would always be a market for ideas. Now I'm not so sure.
O-ver-ra-ted (clap, clap,...clap, clap, clap)
Thom Villing (July 1, 2009)
The relative success of McDonald's versus Burger King reignites the debate over the value of creativity.
Sometimes the Medium is the Message
Thom Villing (June 8, 2009)
Recently I've noticed full-page ads in local newspapers attempting to reinforce the medium's continuing relevance. I have to wonder if they are simply preaching to the choir.
Protect the Mothership: Everything you do in online marketing should orbit around your Web site.
Thom Villing (May 15, 2009)
An organization's website is truly its mothership on the Internet. And any online marketing initiatives are only as powerful as the mothership around which they orbit.
History has proven that companies which continue marketing during a recession are usually rewarded by increased market share that translates to increased sales and profitability when the economy recovers.
March Marketing: When it comes to the four Ps of marketing, March Madness is the ultimate slam dunk.
Thom Villing (March 16, 2009)
Just for the heck of it, let's apply the classic four Ps to a marketing analysis of the NCAA Men's Basketball Tournament.
When the Fish Get Finicky...
Thom Villing (February 25, 2009)
TV still works. It just works better with better creative.
If I Had a Million Dollars: Is Super Bowl Advertising a Good Investment?
Thom Villing (February 6, 2009)
So, who won the Super Bowl? Not the game. The game within the game. The advertising. It depends on whom you ask.
Split Vote
Thom Villing (November 6, 2008)
What have we learned from this historic presidential election? Simply this. When it comes to media effectiveness, there’s a place for young and old alike.
Attack with Caution
Thom Villing (October 13, 2008)
Marketers are taking a page from the political advertising playbook. It’s an interesting strategy, but not without risks.
Truth in Advertising
Thom Villing (October 3, 2008)
Truth in advertising laws are extremely strict and hold marketers to a high degree of accountability. So why can political advertising say just about anything?
Improve Your View
Thom Villing (September 30, 2008)
As a service to our professional community and our various partners and interested guests, Villing & Company has introduced a new selection of desktop wallpaper designs.
Flack Attack
Thom Villing (June 18, 2008)
“Show me a PR person who is ‘accurate’ and ‘truthful’ and I’ll show you a PR person who is unemployed.” - Andrew Cohen (appearing on CBS Sunday Morning)
No Good Deed...
Thom Villing (April 29, 2008)
A headline in the Wall Street Journal asks “Does Being Ethical Pay?” It’s a good question, but is it the right one?
Media overkill: Where has the wear-out factor gone?
Thom Villing (April 17, 2008)
In advertising's wonder years, there was an expression you don't hear much any more. The term was "wear-out factor". It referred to the point of repetition at which an ad has been seen so frequently, it no longer communicates effectively.
Budgeting for Business
Thom Villing (February 15, 2008)
How do you set a marketing budget? Most organizations, it seems, use what the textbooks call the "arbitrary and affordable" model. Some match their competitors. But maybe there's a better way.
Talking Ourselves Out of a Recession
Thom Villing (January 17, 2008)
I’m no economist. Far from it. But I have a theory about recessions. Most of the time we talk ourselves into them — usually with an ample amount of help from the news media.
Negativity works – or does it?
Thom Villing (November 9, 2007)
Conventional wisdom holds that negative political advertising works. At least, that's what we hear from the media and the self-appointed parsons of political strategy.
What's All the Shouting About?
Thom Villing (September 24, 2007)
One of the first things fishermen tell their kids is the importance of not scaring away the fish by talking too loud or making too much noise. A lot of local advertisers would do well to heed that advice.
All Branding is Local.
Thom Villing (July 10, 2007)
I believe it was Tip O'Neill who said "All politics is local" – the implication clearly being that people care most about what affects them directly. Seems to me, the same can be said about branding.
People Don't Answer the Door for People They Don't Know.
Thom Villing (July 2, 2007)
There's this wonderful ad created by McGraw Hill back in the 30s. Perhaps you’ve seen it. (OK, maybe not in real life, but possibly in a marketing textbook.) The ad features this very stern looking man – your classic crusty CEO type.
Nobody Reads Advertising.
Thom Villing (June 20, 2007)
Hardly a day goes by that I don't hear someone say something like, "That's too many words. Nobody will read it." Words are like calories. All too often, they are empty and just make us feel full.