Author Archives: MortarMark
January 30th, 2007

Put Some Mortar in Your Plan: 10 Tips for Building the Perfect Marketing Budget in 2007.

Alain Thy’s “7 Secrets of a Good Marketing Budget” on FutureLab inspired me to share some of the things we’re advising our clients to consider this year:

1. Continue to cut back on traditional advertising channels — but don’t simply pour every penny saved into impressions and clicks. Organizations of all types are moving the savings into PR as well. Even though it is more challenging to draw a direct line between anticipated sales and increased media outreach, there is a reason the PR industry is enjoying one of the biggest booms since the dot comm crash. In the battle for the hearts and minds of cynical consumers Earned Media is even more influential than Paid. (See this recent post for details of tying PR outreach to shopping cart success).

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January 29th, 2007

Leading biologist says you are nothing. And so is the guy next to you.

Atom
Oxford university professor and evolutionary biologist, Richard Dawkins, points out that if our conception of the atom is correct, 99% of the things we touch are not really solid at all.

Take a look at the image again. The "space" an atom takes up is mostly empty.  Not only that, points out Dawkins, but electrons are so widely spaced that they are more  accurately thought of as flies buzzing around football stadiums. 

Our perception that objects are solid is therefore a figment of our imagination and does not conform to how things really, well, are. 

There. We really can walk through walls. Its just a matter of reordering how we see things. Hey don’t take my word for it. Listen to the Ted podcast "Queerer than we suppose".

January 29th, 2007

Will it blend? Blendtec pushes product demos to an entirely new level.

Picture_16Marvel as these guys demonstrate their blender by blending oh, magnets. And golf clubs. Dancing princesses.  Light blubs (see the friction generating electricity).

Blending veggies is for woosies. Seriously. This is freaking cool. Tom Dickson is my new hero.

Thanks for the post Chris!

January 29th, 2007

Shatner sets another high for Priceline.

Oh sweet, baby Jesus, make it possible for tiny Mortar to work with the great William Shatner.

January 29th, 2007

Sponsors sponsor Superbowl sponsors? Whaaa?

Sbads
Just when you thought it couldn’t get any crazier, iFilm  and AOL reveals that the SuperBowl ads have millions of fans. Enough it seems to lure corporate sponsors. Get this, last years ads were viewed 42 million times on AOL.com. Ok. That makes no sense to me at all. Its not like they are that interesting. There really is no hope for us, is there? Read more here. (Journal, Subscription required)