Monthly Archives: February 2016

Improvement. And Improvement.

One area where the Panthers are still up there. But next year on the field we're looking for one thing. Improvement.
One area where the Panthers are still up there. But next year on the field we’re looking for one thing. Improvement.

A third grade teacher sweeps into the classroom throwing out a question to her kids.

Good morning, children, tell us, what’s the smallest room?

Like a well-trained chorus the class responds as one: a mushroom.

Well, of course it is.

Pleased with the answer, the teacher continues.

Now, children, tell us, what’s the largest room?

The answer comes with enthusiasm as thirty kids shout: room for improvement.

There you have it in a story that comes from the English writer Laurie Lee. The point, of course, is that we can always do better.

The possibility of improvement never leaves us.

More to that, if your marketing and advertising is already excellent, you can always aim for one thing better.

The high side of excellence.

Just about every coach of a sport is probably drilling that into the heads their team. Making it second nature.

On the topic of sport, it’s been a few  weeks since the Super Bowl.

So let’s hope those marketers who bought spots — whether great, just okay or rubbish — are well into doing more.

Going for the high side of excellence, so to speak.

Not just with TV, but across all channels.

Let’s hope they’re planning to do wonders with everything from trade shows to emails, podcasts, Web, white papers, out-of-home ideas and more.

Even with the smallest job there’s always room for a big idea. Bill Bernbach said that.

Business sense tells us the Super Bowl shouldn’t be the one time of the year people get interested in brands.

Happily, that brief interlude can be extended with a bit of creative thinking.

After all, why limit improvement to just one cold Sunday in February.

Why not go for communications that rivet people no matter what date is showing on the calendar.

So, how about starting right now?

Aren’t you planning to impact your target audience before heading home from the office tonight?

You could manage it with an Instagram or a Tweet.

All you need is a brilliant idea; something to stop people.

Maybe you could use a happening that comes from today’s news.

The best agencies are always on the lookout for timely ad opportunities.

The Oreo ‘Blackout’ Tweet is an example of that.

The result of a timely ad benefits you in two ways.

You can outshine the competition and create a better brand experience for your customers.

Think about it for a moment. Isn’t there room for improvement on both counts?

Share with us. Leave your comment below. Thanks for reading Regards, Steve Ulin. LinkedIn: