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Author Archives: Kelly Kautz
Kelly Kautz, Copywriter
The Art of Listening Online
You wouldn’t dive into a pool without first sticking a toe underneath the surface. Even if you relish the shock of cold water, you still want to know what to expect. Yet countless businesses dive into social media without testing the waters. I experienced this with one prospective client who was starting an online [...]
All Together Now: How Teamwork Can Improve Your Marketing
Normally, using the phrase “feel your boobies” around the office would result in a visit from Human Resources. But boobies were all the rage at JPL last week, and for good reason: nearly 20 JPLers from different departments gathered to brainstorm marketing ideas for a breast cancer awareness charity called Feel Your Boobies. The work [...]
Viral Ads Raise Question: Who Really Owns Your Brand?
Most advertisers dream of the day their work goes viral. But the latest ad campaign to light up the internet wasn’t created by an advertising company … nor was it commissioned by the client it named. The situation, while far from common, demonstrates how the lines of brand ownership have blurred in recent years. “Historically [...]
The Personal Side of Persona Marketing
What do Universal Studios, Zippo lighters and Delta Airlines have in common? The answer: all use personas in their marketing. Delta recently created personas to help flight attendants meet customer needs. Zippo used personas to shape its first brand extension in 70 years. And Universal’s personas helped online ticket sales jump by 80 percent. What [...]
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How Marketing Can Save the Twinkie