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B2B Word on the Street: Selling

  
  
  
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This Week's B2B Word on the Street is: SELLING

B2B Word on the Street: Guerilla Marketing

  
  
  
Billy Mitchell, partner, senior creative director of MLT Creative

This Week’s B2B Word on the Street is: GUERILLA MARKETING
You’ve seen them in action, from historic photos of Depression-era men wearing sandwich boards on busy sidewalks to today, where giant ads are projected across the sides of buildings at night and street teams hand out samples of anything from cereal bars to cigarettes. From dancing costumed mascots to the Flying Elvi, it’s not the most dignified side of marketing, but it can be effective.

At MLT Creative, we've always had fun with guerilla marketing. We don’t take the definition too seriously, either. To us, it’s a proper description for any part of a campaign that goes beyond conventional media and interrupts, intercepts or intrudes on a target audience at a time and place at which they may not expect it. However disruptive guerilla marketing may be by design, it should not offend or insult, and it must support the broader brand message.


B2B Ideas @ Work Blog Posts: The Top 10 for 2010

  
  
  
MLT Creative's B2B Ideas @ Work blog had several well read blog articles in 2010.

As we review the past year and plan for the next, MLT Creative's blog, "B2B Ideas @ Work," has had a banner year for visitors and inbound links. Here are the top 10 most viewed and most linked blog posts of 2010:

B2B Marketing Creative - Not the job I wanted 50 years ago

  
  
  
"I want to be an Indian," said little Billy Mitchell.  Now the creative leader of MLT Creative, Billy Mitchell muses on his early job hopes.

I don’t remember much about being four years old, but back then I did have an ambitious career goal.

Social Media Minute: Big-A List of Twitter Slang and Definitions

  
  
  
Social Media Minute:  Inbound marketing blog from MLT Creative, the B2B idea launch pad.

Just when I started getting the hang of texting shortcuts and slang on my mobile, I found myself having to decifer a similar string of shortened, twangled words to stay within Twitter's 140-character limit. Here's the list, so far.  Please share your favorites.

B2B Marketing Events Around The World – Oct 2010

  
  
  
B2B Marketing Events

The changing nature of our industry propels us to stay on top of the latest trends. Meeting and learning from other professionals helps us do our jobs better. Here's what's on tap for marketing industry events for October.

Character Study: Mr. Clean

  
  
  
describe the imageAround the world, he’s known as Don Limpio, Monsieur Net and Mister Proper but, here in America, he’s just Mr. Clean—and his famous bald face has been popping up in messy kitchens since 1957.

Dreamed up by Harry Barnhart and Ernie Allen of the Chicago ad firm Tatham-Laird & Kudner, Mr. Clean was given a tough, muscular appearance that was reportedly modeled after a Navy sailor.

The melody and lyrics of his trademark jingle (“Mr. Clean, Mr. Clean…”)—which will now be stuck in your head, by the way—were penned by legendary ad man Thomas Scott Cadden, who went on to write, produce and direct Mr. Clean commercials until the 1970s. Don Cherry and Betty Bryan provided the original vocals for the jingle, which is now the longest-running in advertising history.

Over the years, Mr. Clean has been illustrated, animated and even portrayed by live actors but, surprisingly, this enduring symbol of spotlessness never did any actual cleaning of his own until 2008, when a new series of ads depicted him scrubbing kitchen appliances with the Mr. Clean Magic Eraser.

 

Brand New Was Brand Old

  
  
  
MLT Creative, the idea launch pad for B2B marketers

According to a common, antiquated social standard, I am teetering on the slippery gray slope of being (gasp!) middle aged. As a semi-former pro libertine and hipster, I’m certainly not the kind of person who should be considering my yonder years with much regard.

The term “middle-aged” is perhaps only annoying to those like me, who find it thrust upon them. I awoke yesterday, six years old, memorizing the exact stream of obscenities unleashed by my father when he realized I had swum 400 feet from the shore to the sand bar off Pensacola Beach, Fla. Today, I am uttering the same string of swears upon realizing that, yes, I am getting long in the tooth.

Okay, I admit it: I am a graying, well-worn designer and advertiser, perhaps only now borrowing time ‘til the inevitable days I trade Banana Republic and Vans chic for the easy comfort of Sansabelt jumpsuits and Rockport loafers. (Truth be told, I already own three Sansabelt jumpsuits I wear to amuse myself and embarrass my wife, but by no means do I wear them un-ironically. I’m not ready to walk that dark path. I’m too young!)

I believe every day after birth you are middle-aged, because each day of life is a gift that can be taken away abruptly. I am inclined to believe that viewing 40 in the sights at close range makes me grossly fortunate to have had so many days, years and decades to enjoy my life

Two years ago, I had my first child—Soren, a sweet, curious boy with a beautiful spirit. The very first time in my life I felt “old” was holding him in my arms when he was born. I swooned with joy, yet felt immediate thoughts of envy that he would soon be amazed by new things and have years of play and trial and error that would build him into whatever he would become as an adult.

Last month on vacation with my wife’s family in Cape Cod, my father-in-law and I had a remarkable conversation about getting older. We shared common stories of the desire for longevity for one’s child, spouse and oneself. He is a retired psychologist and psych professor, so I find the conversations with him not just familial camaraderie, but therapy by proxy. He told me of a cycling race in which he rode the previous year, the STP—a 200-mile, 2-day race from Portland to Seattle—and how it changed his feelings about aging and invigorated his already established love of an active life. He wrote a humorous blog about it.

Something sparked in me at that moment. I realized I, too, wanted to not just do this, but to adopt it from here on out as my own brand of what being middle-aged means. I will be a cyclist and father, with only a touch of libertine to keep life interesting. I love cycling. Something I realized several years ago is that my body really likes cycling. I love conquering hills, speeding down the declines and sprinting on flats and rollers. Years before I tried my best to make myself like running, but it never stuck.

Back in Atlanta, I decided that I would also begin training for the STP the following year. I would begin riding in earnest my sole bike, a mountain bike, with a goal to earn the right to buy a road bike in Spring 2011 if I stuck with my developing regimen. I’d never before used a “carrot on a stick” motivation to work toward better health, but this offered the perfect opportunity to do just that. Conquer and savor a major life accomplishment and get a sweet new bike! For me, that is a major incentive to train every day.

I’ve been in routines before and know that pain, aches and strains are a part of getting started, but I pedal forward every day regardless. I am writing this chronicle of my experience throughout the year to record my development. I have dropped fifteen pounds since early July 2010, and have begun to enter local century rides in preparation for next year’s big event. MLT Creative is on the Stone Mountain bike path, and I feel fortunate to be so well-situated to work toward my goal throughout the year.

Character Study: Sailor Jack

  
  
  
Sailor JackThis member of MLT Creative's collection of vintage ad mascots is the seafaring spokesman for Cracker Jack, a classic caramel confection with a rich (and crunchy, and sticky) American history that dates back to 1893, at the first World's Fair in Chicago.

Cracker Jack's inherent portability made it a perfect stadium snack, and soon it became synonymous with a certain national pastime - especially during the seventh-inning stretch.

Social Media Minute: 25 B2B Marketing Uses of LinkedIn

  
  
  
B2B Buzz - Social Media Minute

Put your LinkedIn Account to Work

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