Anderson Marketing Blog

Twenty-five years ago it was hard to move words around. If you wanted to publish anything you had to submit your work to a battery of editors, who hemmed and hawed over 1,000 other submissions before deciding whether yours was worthy enough.

As Robin Williams once said, “No matter what people tell you, words and ideas can change the world.” This sentiment is especially true in advertising. As any Creative Director will tell you: Every word matters when there is so little space and time to get a message across. And when advertising to Hispanics, one challenge is: Do you need original copywriting? Or is translating an effective option? What’s the difference? A copywriter writes copy. A translator translates words. Translating just the words may not be enough because it doesn’t always translate (pun intended) into good copy.

Even the best marketing creative geniuses need a roadmap to point them in the right direction. In order to develop the most effective marketing materials that are spot on for your audience, your creative team needs the proper direction.

If you’re lucky enough to have a strong control, in any medium, by all means keep using it. You may be tired of it—but as long as it delivers great results, don’t mess with a winner

“In order to understand the big picture, everyone should fear becoming mentally clouded, and obsessed with one small section of truth.” -Xun Zi, 312–230 BC

The thing that makes targeting Hispanic consumers a bit tricky is not that they are vastly different from other segments, it’s that sometimes the cultural nuances are hard to put into words. You often hear, “Hispanics consider family to be extremely important.” Well, that’s the case for all segments. But it’s how this sentiment is executed that defines whether advertising will work or not.

Think your current direct mail package is worn out and ready to retire? Well, it may only appear that way to you and others in your organization—but not to your prospects.

A great story has a beginning, middle and an end, and it includes characters that you can relate to, care about and ultimately believe in. Advertising is a great storyteller and great brands know how to tell their story with clarity and consistency, and by delivering a continuum of positive experiences: each marketing touch, each customer interaction. But sometimes brands lose their way by not defining what they stand for, or by making decisions that are not in line with their core values. This can cause customer confusion and directly affect the return on investment (ROI) you get with your marketing dollars.

As my good friend Tracy likes to say, flat is where it’s at. And she’s right—flat design is everywhere you look.

My wife bought me a rice cooker for Christmas. Just when I thought I couldn’t be more elated I saw this burst of genius written on the box: