Every time I turn around I hear nothing but economic doom and gloom. But no one seems to be talking about a basic fact of any recession: consumers and businesses are still spending tens of billions of dollars…EVERY DAY. And do you know who’s going to benefit the most from all that spending? Companies that make a commitment to marketing during this economic downturn.

I know it sounds like, another pitch from a pitchman but it’s true. When the economy slows and the market “pie” shrinks, the only way to maintain our revenue is to capture a bigger slice of the pie. The best way to do that is through marketing. Healthy companies with marketing resources will gain share from their weaker competitors who are forced to horde cash and pull back. If we have the resources to increase marketing, we can gain market share now more efficiently than ever.

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The Oregon Historical Society catalogues 2.5 million photographs in its vast collection. In order to improve public accessibility and revenue, Fish Marketing produced a complex web application to sell prints from the Society’s collection. The application was custom engineered with Microsoft technologies ASP and MSSQL.

The result? Choose images of the beautiful Pacific Northwest landscape and rivers from some of the Pacific Northwest’s most famous photographers including Carleton E. Watkins, Fred H. and Oscar Kiser, and Benjamin Gifford.

Support OHS buy purchasing your print today »

The amount of TV commercial time has been on a steady upward tick since the advent of the medium, so if you feel you’re watching more ads than ever before, you’re right! The average amount of commercial time per hour in 1952 was 13%. As of last year, it was up to 32%. Now when you sit down to watch your favorite hour-long drama you could be taking in 19 minutes worth of ads along with your 41 minutes of programming. Nothing quite hampers the action of Jack Bauer pursuing a terrorist or the Oceanic 815 survivors running for their lives like a four to five minute block of ads.
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There are a lot of misconceptions about branding that are floating around the marketing stratosphere. So, we decided to do our part to dismiss some of the more common advertising myths. Below is my Top 10 list as well as the corresponding branding realities.There are a lot of misconceptions about branding that are floating around the marketing stratosphere. So, we decided to do our part to dismiss some of the more common advertising myths. Below is my Top 10 list as well as the corresponding branding realities.

If your company could benefit from the healing powers of Fish Marketing Brand-Aid, just give us a shout, we’re happy to help.

Myth #10

Brand = Logo + Tagline

Reality

We know that brands are much more than a logo and tagline. While a logo and tagline should convey a brand, they do not comprise a brand. A brand is what its customers think about the company, not what the company says through a slogan or tagline.
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SEM Ad Placement

“Relax. Enjoy the ocean breeze. Let your inner tube bob gently in the surf, tips of your toes touching into the cool ocean water. Inky black shadows muscle through the depths beneath you, but with Shark-Be-Gone shark repellent spray it’s nothing but another relaxing afternoon in the sun.”

Although the above radio campaign is convincing, using radio to reach a niche market is a bit like William Tell shooting from the hip with a sawed-off; we need a little more precision. The CEO of our fictional fish-phobic company, Scared Surfless LLC, knows she can’t afford to have her radio ad falling on deaf ears. As a full service marketing agency she’s asked us to look into other mediums, be they print, web or TV, where her marketing dollar can be leveraged more effectively.

Our recommendation? Use Search Engine Marketing (SEM) alla Google Ads to target her niche market. Let’s take a closer look how this can be done. We’ll start by exploring the two basic ways of targeting, then dig into more advanced methods for honing in on even more highly qualified viewers.

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