Marketing Musings | Johnny Molson

Marketing Has a Physics Problem

Tue, 11 Nov 2025 08:54:00 -0600

Dark Marketing forces are affecting your business. You can't see them, but they are there just the same.

Granular digital data might look sexy. But if you don't zoom out, all you've got are rocks in your shoes.

AI is OK

Mon, 04 Aug 2025 12:08:00 -0600

is your business just O.K.?

Is it “O.K.” for something that’s just “O.K.” to represent your business?

Do you only think of your business as an “O.K.” business with an “O.K.” product to offer? If so, A.I. is “O.K.” for you.

Emotion in Advertising = Dollars in Biz

Tue, 26 Nov 2024 12:50:00 -0600

A collection of interviews done this year with marketers from two continents. Each have shown how entertainment and emotion aren't just nice to have...it's something you must have in order for your ads to work harder.

With commentary from:

Roy H. Williams/Wizard of Ads

Orlando Wood/System 1 Group

Harry Beckwith/Author

Matt Owens/System 1 Group

Zach Atherton/Harmon Brothers

2024: The Year Digital Becomes "Traditional"

Mon, 08 Jul 2024 10:36:00 -0600

Digital advertising is fantastic, until it isn't. Unrealistic promises, mistakes, inconsistent reporting, and outright fraud plague this industry. A THIRTY YEAR OLD industry. Sort your life out, digital... you gots problems.

Inside the Black Box, by Bob Hoffman:

https://dl.bookfunnel.com/6kwmi0qlsq

Sources for current click through rates:

https://broadstreetads.com/successful-click-through-rate/

https://www.wordstream.com/blog/ws/2010/11/22/what-is-a-good-click-through-rate-for

https://www.linkedin.com/pulse/evolution-banner-ads-from-44-click-through-rates-todays-umer-masood/

ISBA article on missing ad dollars: https://www.isba.org.uk/article/time-change-and-transparency-programmatic-advertising

MYTH: Everyone Goes to Google First

Thu, 06 Jun 2024 13:00:00 -0600

Sounds right...but you're wrong. Your brain is doing stuff when you don't even realize it's doing stuff.

(Anti)Predictions in Marketing for 2024

Wed, 03 Jan 2024 12:15:00 -0600

Remember when you predicted 5G would change all of humanity?

You were wrong.

Maybe we should get out of the "predicting" business.

The Myth of Marketing Specialists | Marketing Musings

Wed, 06 Dec 2023 15:00:00 -0600

Always remember: Marketing ≠ Advertising.

There are certainly those who specialize in graphic design, video, or digital.

But we're talking Marketing. The strategy before the tactics.

If you're just thinking "advertising," you're in trouble.

Sales Promotions are Like Fertilizer (Helpful & Dangerous)

Fri, 04 Aug 2023 09:33:00 -0600

A little bit of fertilizer is ok.

Doing some sales promotions is ok.

Too much fertilizer and you'll fry your lawn.

Too many promotions, and you'll fry your brand.

Les Binet's comments on price promotions

https://www.marketingweek.com/les-binet-price-promotions-recession/

Consumer behavior information from Michelle Klotz

https://insidebe.com/articles/the-dangers-of-discounting/

Why I Got Fired | Marketing Musings

Wed, 19 Jul 2023 08:33:00 -0600

Sometimes success isn't what it seems.

Read the Nielsen article on the importance of awareness:

https://www.nielsen.com/insights/2021/when-it-comes-to-brand-building-awareness-is-critical/

The Unfortunate Branding of Camp LeJ---e

Wed, 21 Jun 2023 13:43:00 -0600

I have a funny feeling Google Bots and spam filters are diverting articles about a certain Marine Corps base in North Carolina. Hence "Kamp Lah June" is written as Camp LeJ---e. Thanks.

Sign up to attend The One Year Marketing Plan here: https://wizardacademy.org/product/2023-september-the-one-year-marketing-plan/

The Fundamentals that Remain | Marketing Musings

Tue, 07 Mar 2023 04:30:00 -0600

Source material from:

Marketing Week | Mark Ritson on What Does and Doesn't Matter in Marketing

Mark Ritson | On The Contrary | APG Strategy Conference 2018

Marketing Predictions for 2023 (?)

Mon, 02 Jan 2023 18:00:00 -0600

If somebody tells you "everything" will change this year... they're probably wrong.

Wait... they're most certainly wrong

Links

Forbes 2018 Marketing Predictions https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91

Research on generational groups from BBH Labs

https://www.bbh-labs.com/puncturing-the-paradox-group-cohesion-and-the-generational-myth

Gen X has way more money than Z

https://www.ncr.com/blogs/generational-marketing-to-four-consumer-generations

NBCNews prediction for 2018

https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91

Smart Speakers aren't making money

https://www.popsci.com/technology/amazon-alexa-lose-money/

US Census data on retail purchases:

https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf

Fables are Better than Facts | Marketing Musings

Mon, 19 Dec 2022 12:34:00 -0600

A list of facts about your business is a dull documentary

Learn why fables are your secret weapon

Referenced in this podcast, Jonathon Gotchall's article:

https://www.fastcompany.com/1680581/why-storytelling-is-the-ultimate-weapon

But What About the Rest of Us?

Tue, 15 Nov 2022 13:25:00 -0600

Most people don't need what you are selling right now. So, why are you ignoring them?

LinkedIn research can be found here: https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-brands-grow

Tips for Businesses to Deal with Inflation

Thu, 24 Mar 2022 11:50:00 -0600

Resources from this episode:

Read Prof. Koenigsberg's article at HBR: https://hbr.org/2022/01/3-strategic-o...

Meet Jamie Adamchuck from UE Coaching: https://uecoaching.com/

And frankly, they don't build 'em any better than Steve Rae: https://wizardofads.org/partner/steve...

SHOW LESS

The Thing is Never the Thing

Thu, 10 Mar 2022 08:37:00 -0600

...it's the thing IN the thing that makes it work.

The media does not make the message work. The message makes the media work.

The PROPER Way to Advertise a Sale

Tue, 22 Feb 2022 06:00:00 -0600

Research from Les Binet and Peter Field:

https://ipa.co.uk/knowledge/ipa-blog/the-greatest-hits-of-binet-field/

Their book, The Long and the Short of it:

https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies/

Mark Ritson article on price promotions:

https://www.marketingweek.com/ritson-era-price-promotions-over/

Perkolatr. The Most Important Business App You're Not Using.

Thu, 27 Jan 2022 07:16:00 -0600

See the full article at:

molsonpartners.com

When Should You Change Your Advertising?

Thu, 13 Jan 2022 07:53:00 -0600

tl/dl: Probably never

The Most Controversial Part of Marketing

Tue, 28 Dec 2021 12:36:00 -0600

Strategy must come before tactics, but people rarely do that. Why is it such a controversial idea?

Talkin' 'Bout Those G-g-g-generations

Thu, 29 Jul 2021 11:45:00 -0600

Generations, defined as like-minded groups that share a birth range, don't exist.

This important information has been uncovered by research from BBH-Labs:

https://www.bbh-labs.com/puncturing-the-paradox-group-cohesion-and-the-generational-myth

If you believe "Millennials" act as a predictable group with the same values and habits, you'll be surprised to learn your belief may be flawed.

What Matters is What's Remembered

Tue, 13 Jul 2021 15:09:00 -0600

You have numerous things you want people to "know" about your business. But what matters is what's remembered.

The Marketing Funnel Cloud

Tue, 29 Jun 2021 11:00:00 -0600

Andy Warhol predicted that everybody would have a "Marketing Funnel" one day.

It's today.

www.molsonpartners.colm

That'll Do

Tue, 15 Jun 2021 10:14:00 -0600

When "the best" isn't an option...that'll do will do

Everyone You Know (is a liar)

Tue, 25 May 2021 04:30:00 -0600

Columbia University says you know 600 people: https://www.nytimes.com/2013/02/19/science/the-average-american-knows-how-many-people.html#:~:text=The%20average%20American%20knows%20about%20600%20people.

...about 150 of them you'd call a casual acquaintance: https://www.newyorker.com/science/maria-konnikova/social-media-affect-math-dunbar-number-friendships

The definition of a "Representative Sample:" https://www.investopedia.com/terms/r/representative-sample.asp#:~:text=A%20representative%20sample%20is%20a,three%20males%20and%20three%20females.

The average person watches 5 hours 21 minutes of video daily: https://www.thinkbox.tv/research/nickable-charts/ultimate-nickables/tv-advertisings-ultimate-nickable-charts/

eMarketer says 41 minutes is spent watching YouTube: https://www.emarketer.com/content/us-youtube-advertising-2020

Neilsen reports you watch 3 hours 27 minutes of live TV: https://abcnews.go.com/Lifestyle/wireStory/study-shows-explosive-growth-time-spent-streaming-tv-68940265

And they say 69% of the population reads the newspaper: https://letter.ly/us-newspaper-circulation/

You spend over an hour each day listening to the radio: https://www.statista.com/statistics/761889/daily-time-spent-radio/

...including while you're listening to stuff online: https://www.edisonresearch.com/edison-researchs-top-ten-findings-from-2019-so-far/

Personally, I find this interesting. But remember, I'm media agnostic: https://molsonpartners.com/media-agnosticism/

The Anatomy of an Offer

Tue, 11 May 2021 04:00:00 -0600

Here are some ways to have a really good sale - - - if you're into that kind of thing

www.molsonpartners.com

Philanthropy: You're Doing it Weird

Wed, 28 Apr 2021 09:45:00 -0600

Are you using a charity to goose your sales? That's weird.

www.molsonpartners.com

Most People Don't Know Most Businesses

Tue, 13 Apr 2021 18:00:00 -0600

I haven't met you, but I already know you have an "awareness" problem.

Alsofocuson

Tue, 23 Feb 2021 04:30:00 -0600

If you focus, what will you sacrifice?

https://molsonpartners.com/alsofocuson/

Show Me the Future

Tue, 26 Jan 2021 12:18:00 -0600

Maybe instead of starting your ad with the negative stuff a customer is experiencing...future-fy your ad. I'll show you how.

The Secret to Increasing Facebook Likes 560% in One Week

Tue, 12 Jan 2021 04:00:00 -0600

Links mentioned in this episode:

See the full article here

Visit "A Page That Doesn't Do Anything" on Facebook

Wall Street Journal article about P&G pressure for online advertising to be more transparent about visitors and bots.

Think With Google PDF acknowledges 50% of ads are not seen.

Forbes article on companies dropping digital and seeing no decrease in revenue

Wizard Of Ads site to search for a digital expert

It's Mostly Invisible

Tue, 29 Dec 2020 02:00:00 -0600

https://www.wizardacademy.org/product/martinisandmarketingjanuary2021/

Information about Dr. Gerald Zaltman's research from Harvard

https://hbswk.hbs.edu/archive/how-customers-think-the-subconscious-mind-of-the-consumer-and-how-to-reach-it

The McDonald's "carrots" taste-test study:

https://www.nytimes.com/2007/08/14/health/nutrition/14nugg.html

Does the Name Ring a Bell?

Tue, 15 Dec 2020 01:30:00 -0600

Links from this episode:

E. St. Elmo Lewis on Wikipedia

How Brands Grow by Byron Sharp

Generation Gem and How to Market to Them

Tue, 01 Dec 2020 02:00:00 -0600

Skip the Millennials and Gen-Z-ers. The generation you need to concern yourself with is Generation Gem.

About That Price

Tue, 17 Nov 2020 02:30:00 -0600

"Everybody just wants the lowest price!!"

Is that true? Or do people want a good "value." That's a tough concept, but let's muse about it...shall we?

More Lincoln Less Stinkin'

Tue, 03 Nov 2020 03:00:00 -0600

It's all gotten a little gross, yeah?

You're Local. Who Cares?

Tue, 20 Oct 2020 03:00:00 -0600

Some helpful links:

The Wall Street Journal reports that applications for Employer Identification Numbers are UP almost 19% over this time last year (last year the year without the pandemic, in case you’ve lost track). There hasn’t been a surge in potential new businesses like this since 2007.

82.76% of customers say they prefer a local business over a large corporation. 8 in 10 say they would happily pay more for something, if it means supporting a local biz, according to Red Egg Marketing.

The Ehrenberg-Bass Institute for Marketing Science

Media Agnosticism | Marketing Musings

Tue, 06 Oct 2020 08:28:00 -0600

If you're advertising your business and you decide where to advertise before you build a strategy... you're doing it backward.

See what we believe here: https://youtu.be/2TLitkaNI8M

Change the Name, Change the Results | Marketing Musings

Tue, 22 Sep 2020 06:59:00 -0600

If you sell a commodity that's named the same thing everyplace else, give yours a better name.

Win Now. Win Later. | Marketing Musings

Wed, 09 Sep 2020 20:05:57 -0600

For more information on Binet & Field and their pivotal book The Long and the Short of It, click the link.

What is Your Price Tag Advertising? - Marketing Musings

Tue, 25 Aug 2020 16:49:36 -0600

From the article:https://molsonpartners.com/what-is-your-price-tag-advertising/

They Hate My Ad (Now What?) | Marketing Musings

Tue, 11 Aug 2020 06:01:00 -0600

Watch this vid and enjoy some lovely complaints
https://youtu.be/vJDmKFduhto

McMann & Tate: Worst Ad Agency Ever | Marketing Musings

Tue, 28 Jul 2020 00:09:36 -0600

molsonpartners.com

Mistakes aren't Wrong. Wrong isn't a Mistake. | Marketing Musings

Mon, 13 Jul 2020 22:12:24 -0600

Read the full article here

Examples of mistakes making things better in this video

Roy Williams' 12 Most Common Mistakes in Advertising

Formulas and Recipes | Marketing Musings

Tue, 30 Jun 2020 11:00:00 -0600

If there were a formula for marketing...you'd already be using it.

The Deception of Earholes and Eyeballs - Marketing Musings

Tue, 16 Jun 2020 10:40:00 -0600

If you think getting in front of the most people is the most important thing...perhaps it's time to rethink.

This Never Works - Marketing Musings

Tue, 02 Jun 2020 11:49:38 -0600

For the original article: https://molsonpartners.com/this-never-works/

Quick video explaining this whole thing: https://youtu.be/P4QDURWg8NA

Learn more about Net Promoter Scores

“Telling More Than We Can Know,” Nisbett and Wilson, University of Michigan, Psychological Review Vol 84. No 3.)

Same Same Sameity Same Same - Marketing Musings

Tue, 19 May 2020 09:44:55 -0600

A little bit on the phenomenon of habituation

Secret Formulas of The Wizard of Ads

Send me your ad and I'll let you know if anything looks too much like the same same: johnny@molsonpartners.com

Actually, Most Things Will Stay the Same - Marketing Musings

Tue, 05 May 2020 06:09:00 -0600

What if you made a list of the things that will be the SAME after COVID-19. Will it be longer than the list of things that will change?

I think yes.

Here's an article from Inc Magazine where Jeff Bezos asks what will be the same in 10 years.

Basically the Basics - Marketing Musings

Tue, 21 Apr 2020 11:00:00 -0600

Read the article here:

https://molsonpartners.com/basically-the-basics/

Say This. Not That | Marketing Musings

Tue, 07 Apr 2020 15:02:09 -0600

This episode is all about what you should...and shouldn't say in your advertising right now

Still not sure how to do it? Send me an email, johnny@molsonpartners.com, with the subject “Say This.” Tell me what your business is and what you are doing differently right now that you think people need to know (or just send me your ad). I’ll write you a clean, one-line sentence that will get the job done. If I think it doesn’t need to be said, I’ll simply tell you to keep doing what you’re doing and remove all the ugly “coronavirus-plane-is-on-fire” stuff in your ad.