The Importance of Rhythm
In marketing, rhythm is everything. It defines how and when you launch a product; how you advertise it and when you schedule events. Rhythm drives how you edit commercials for radio, television, and online. Rhythm has soul. Throw grammar out the window! Say goodbye to good spelling, proper pronouns, and celebrity endorsements… It’s all about rhythm. If you dig history and social behavior, it’s not a stretch to argue that our tenacious grasping of good rhythm could have something to do with natural (and inescapable) cycles in life: birth, death, the Earth’s yearly orbit, and its off-axis daily rotation. The...
How To Advertise Your Vocational School Online
Those who know me wouldn’t hold back to say that I tend to lose my patience quickly with people who are full of hot air (working in LA for 3 years was a very difficult time for me). As such, while clients enjoy The poliARC Experience, other people who can be described as those who “…do marketing…” tend to get annoyed by my constant “Where’s the beef?” attitude about marketing plans. This is particularly true for vocational school marketing plans where the paramount rule should be: if there isn’t a specific point  in the path to capture a lead, don’t...
Don’t Advertise Just To Make Yourself Feel Good
People panic. That’s what we do. It’s part of our DNA, otherwise we would not have survived as a species. That’s also why we use consultants: people who are outside of the emotion and consequences of a situation so that they can have a more objective perspective and decision-making paradigm for any given scenario. I’ve seen more money wasted on marketing campaigns than I care to admit (particularly because I was at fault a couple of those times). Every time the advertising budget was wasted was directly related to a panicky situation (insofar as under a deadline and we had not met revenu...
Politics 101: Exploit Irony and Define the Debate
I recently helped with strategy and structure for a small political project. It has a fairly common, often underperforming, yet very much needed goal: reveal the wacky in politics for what it is so that it can be mitigated, and then hopefully a productive dialog can begin again. A couple days after its soft launch all I can say is I lost a bet. In a good way. How I lost the bet, however, reminded me a lot of Mitt Romney… and so thusly I post. I post about marketing politicians and political issues in a way that stays true...
Crafting Your Marketing Message: Two Tiers
We can learn a lot about marketing messages from books and from politics – especially book titles about politics. Most marketing messages for selling books about politics have taken the same path lately: a short, 2 to 4 word main title, then an run-on sentence (italicized, of course) as a “sub title” – somewhat similar to a truncated version of press release title and synopsis. Why does that make a good marketing message? Marketing messages need have a specific purposes (that teams often forget about in creative meetings): get their attention, be memorable, make a point. Sadly, in the world where the...
poliARC to Work for the John Ashbaugh Re-Election Campaign
Act Local, and affect change! Now that the June primaries are over, and poliARC helped in the successful re-election bid of Supervisor Adam Hill, we have now joined the effort to re-elect John Ashbaugh to the San Luis Obispo City Council. Working to re-elect someone who helped make SLO the Happiest City in America, seems like a mighty good cause. poliARC will be creating a new website and portal for the re-election campaign of John Ashbaugh, slated to launch August, 2012. The new website will be found at www.johnashbaugh.com, and include custom programmed features to facilitate local donations and volunteer...
SLO County Re-Elects Adam Hill
San Luis Obispo County, 11:09pm with 100% of precincts reporting, Supervisor Adam Hill has won his re-election bid for County Supervisor by 18 points. It was an interesting campaign, not without its share of small battles  throughout the entire timeline, including a rather interesting surprise on election day that the candidate and his campaign handled extremely well. And when it came down to it, the best candidate won, which is how it always should be, and we are glad that it did. Nice job, Adam. Well deserved, and keep up the good work!
Image Traffic is Cheap… But It’s A Lot of Web Traffic
If you run a website for the purpose of getting revenue from advertising, then web traffic from images isn’t scientifically going to get you a massive return. But that sort of web traffic might still help give your site a kick in the A$$ every now and again, which never hurts. However, if you want to roll the dice (play with the laws of people physics) and use images as a funnel to get new visitors to your website, then image traffic can be a good thing to try. First: most people search for images on Google, which uses an...
We Hate Blogging Just as Much as You
Blogging for business is a pain. Trust us. Blogging for your business is a royal pain. Half the time my fingers hurt just thinking about it. Honestly, that’s one of the reasons poliARC does NOT offer content creation services. We will take your blog posts and SEO the *&^%$ out of the content for you, but no one knows your business better than you, so you’re the one who we ask to write the blogs. Keep it real, one might say. So yes: we hate Blogging for business. But 70-80% of your website traffic is easier to capture from blog...
Why Use a Marketing Consultant with Experience in Education?
Education Marketing comes down to one thing: finding  high quality leads, and education is an extremely competitive market, which mandates not only smart targeting, but extending the marketing structure and system so that you can close the deal. As we often say, marketing is MORE than just advertising. Why you want to work with a marketing consultant? Because we help you not only in your advertising development, but to also identify new potential markets, enhance product development, and help create systems so that all marketing efforts compliment each other rather than work as independent actions (thusly increasing efficiency). A marketer in education has...
Focus: Marketing Support and Management Systems
Marketing systems will make or break your long-term success. Take systems seriously. Anyone who knows me well wouldn’t hesitate to admit that I tend to get irked very easily. Wasted marketing effort and wasted marketing money are two things that are at the top of my list of “those things that make me yell at inanimate objects” (usually computer screens) It all comes down to this: if you don’t have rock-solid (or at least good hardwood solid) marketing systems in place then you’re wasting your own time and money. People who waste time and money irk me. What’s a marketing system? As...
Is Good Content Enough to be Found by Search Engines? SEO.
To get more web traffic to your website, do you have to be SEO savvy or just write high quality content? When it comes to SEO: content is king . However, good content by itself, is not enough to always get your website or specific web pages top or first page ranking on search engines. We “play” with various test websites at poliARC insofar as testing new webpage content, anchor text ideas, titles, tags and back links, all with different balances within that SEO mix – time and time again content proves to the most important part of the SEO mix. The...