29 Oct, 2008
Zeitgeist is a borrow word from German (translated from Zeit meaning time and Geist meaning spirit) which means the spirit of the age and its society. It has a more established English word cousin in poltergeist (noise making spirit). Zeitgeist represents the summation of the beliefs of a large group of people with a particular world view during a period of time.
It is a word that holds particular excitement for marketers. The most common usage of zeitgeist has the subject, mostly a marketing person, tapping into it. No one seems to participate in it, watch it or understand it but everyone is tapping into it.
It is the ultimate objective, and the marketers dream, to get a product to resonate with the ideas of the masses.
So how do you try to tap into the zeitgeist? You certainly can’t do it if you don’t understand your customers. Madrigal Communications will help you to understand your customers so that you can tap into their wants and needs.
20 Oct, 2008
If you want to get noticed you need to expose yourself! To stand out from the crowd you need to show people what you have to offer – you need to be in the eye of your customers. This is exposure!
I am talking about decent exposure; not the type that happens in parks. Unlike indecent exposure you don’t have to do outrageous things to get your point across. There are two key ways that you can get exposure.
Advertise your services in the places that your customers will see them and in a way that will persuade your customers to buy. Easy if you do your research; not so easy if you don’t know the motivation and buying behaviour of your customers.
Public relations, PR, is a way of getting your business exposure to its customers in a way that gives credibility and legitimacy to you or your business that advertising does not have. Publid relations builds your reputation.
Getting exposure is the aim of marketing communications. If you want to get exposed talk to Madrigal Communications and we can make it happen.
14 Oct, 2008
Sustainability is a term bandied about in the speeches of politicians and public servants but do we really understand what they are talking about? There are hundreds of definitions, it seems, which give it a very ambiguous meaning within a broad conceptual framework.
The best-known definition of sustainability or sustainable development is from the World Commission on Environment and Development. It defines sustainability as:
forms of progress that meet the needs of the present without compromising the ability of future generations to meet their needs.
A widely accepted concept is that of ecologically sustainable development which encompasses the following requirements:
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the precautionary principle – lack of scientific certainty is not be used as a reason against preventing environmental degradation;
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intergenerational equity – our generation is to make sure that the health, diversity and productivity of the environment is maintained for future generations;
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conservation of biological diversity and ecological integrity must be considered; and
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improved valuation, pricing and incentive mechanisms are to be included in the valuation of environmental assets and services.
Sustainability is an important environmental concept. Madrigal Communications has technical writers well-qualified to help you communicate difficult ideas to your stakeholders.
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