Sometimes, successful marketing tactics come out of nowhere.  We can look at Domino’s Pizza as a great example of this.

In the late 1980s, Domino’s Pizza unleashed a marketing campaign featuring an animated character called The Noid.  At first glance, the character has absolutely nothing to do with Domino’s, pizza or anything at all, for that matter.

Still, the character became popular. This, of course, is what all marketing campaigns set out to do. By creating this odd yet somehow successful extension of their brand, Domino’s succeeded in increasing their name recognition, sales, and overall success.

The Noid character is something of an enigma to the branding and marketing world. The character was supposed to be a physical manifestation of all of the things that could go wrong in delivering a pizza in 30 minutes or less. The commercials featured him attempting to—and always failing—to stop the prompt delivery of pizza to the customer.

According to the marketing team that crated the character, he was an example of how people got annoyed with late pizza delivery. A clever play on words transforms “annoyed” to “A Noid.”

Dressed in a red suit with rabbit-like ears, he was an unlikely mascot for a pizza business. But it worked. And it worked well.

The character itself was a magnet for kids. There were stuffed animals and stickers galore. Computer games were created around the character; there was even a Nintendo game based on the character…and in the late 80s, that was a profound achievement.

There’s no telling how much longer the Noid could have rode its odd wave of fame. The mascot was shelved in 1989 when a mentally ill individual with the last name of Noid enetered a Domino’s Pizza and held the staff at gunpoint. He demanded that they make him a pizza, hand over $100,000, and a getaway vehicle. After this debacle, Domino’s quietly dismissed the Noid of its duties.

The character was briefly bought back in 2011 as part of a Facebook campaign as a nostalgic measure. It has also showed up in numerous pop culture venues, featuring comical gust spots on The Simpsons, 30 Rock, and Family Guy.

Valentine’s Day can mean massive profits for any company, not just jewelers, candy stores, and florists. The trick, of course, is to know how to market your business and how to tie in the holiday.

Here are some great ways almost any form of business can take advantage of the lovey-dovey crowd even when it’s not at the core of their market. Better yet…these tricks can work now and without much planning.

1 – Market to Women: While stereotypes assume that men are the big spenders on Valentine’s Day, women actually make up a huge chunk of the money spent on Valentine’s Day. After all, one stereotype that does seem to be true is that women are more sentimental than men. Your business can offer special deals or incentives to any women on February 14^th. Make the offer only for women to give it some extra Valentine’s appeal.

2 – Make Your Customer Your Valentine: This is a marketing tactic that can work for anyone. Valentine’s Day is about love and kindness; what better way to express your gratitude than offering “Valentine’s Day gifts” to your clients? Hold contests for freebies, offer discounts, and on and on. You can market your offer as a Valentine’s Day special. With the use of social media—especially Twitter and Facebook—such deals tend to go viral pretty quickly. Of course, it might help to start promoting such an offer the day before so you can gain early tractions rather than wastng half of Valentine’s Day getting the word out.

3 – Hit Up the Anti Crowd: It’s no secret that there’s a large crowd out there that despise Valentine’s Day. You can appeal to this group by holding Anti-Valentine’s specials. While some may not go this route at the risk of coming off as a scrooge, it is actually becoming popular. The anti-Valentine’s crowd will love you for it and the rest will find it funny. You come out smelling like a rose either way.

From time to time, even the strongest copywriters begin to doubt themselves. Some feel that they are running out of fuel and can no longer make their copy relevant and approachable. Some, on the other hand, simply get tired of the craft.

Like in profession, there are countless tutorials and how-to guides on copywriting available. For copywriters seeking motivation or just a swift kick in the pants, here are four books that are sure to get them back behind the keyboard with new inspiration and insights.

The Elements of Style – Skrunk and White:  Although this book is nearly 100 years old, it still one of the best guides ever written in terms of how to properly use the English language. Any writer that has ever read its pages can tell you right away why it’s long been a staple of college composition courses.

Letters to a Young Journalist – Samuel G. Freedman:  Sure, there are vast distinctions between copywriting and journalism, but there are many core basics within this books that apply heavily to each field. Letters to a Young Journalist is written in a conversational style that is instantly warm and inviting, making it that much easier to take in the message of telling the truth, connecting with your audience, and making the reader your priority.

On Writing Well – William Zinsser:  Here’s another one found in most college comp classes. Considered one of the best books ever written on the topic of non-fiction, it not only explains what good writing can be, but how writers can mold themselves to create it.

On Writing: A Memoir of the Craft – Stephen King: even if you’re not a fan of King, this book is both a motivational force and a blunt and effective “toolbox” for the aspiring writer. When King writes about his struggles and his eventual success, he does so in a way that is relatable. And when he starts griping about the misuses of adjectives and adverbs, we as writers not only sympathize and understand, but maybe even feel a bit guilty.

If you don’t have any of these (and if you’re a copywriter, I bet you anything you have at least one of them), check them out today. It’s never too late to learn new approaches to the craft of copywriting.

In the world of blogging, content is king. And if you have become something of an expert in your industry, many other people within the industry might want to hear what you have to say. Sure, you can blog about tips, tricks and insights about how you have come to know so much and why your business is thriving, but thanks to the revolution in self publishing, you can do better than that.

With an e-book, you can not only reach the masses, but you can also turn a profit while doing it. The great thing about putting an e-book out into the world is that you have 100% control over what goes into your book. Ironically enough, that can also be your downfall.

Are you knowledgeable enough about any given topic—especially one within your own industry—to write and sell an e-book about it? If you think you might be ready, consider the following three items.

Give a Little Extra: If you compile an e-book that is nothing more than a collection of your most popular blog posts, your audience might feel cheated. They just paid for something that they could read for free in your website. To get around this, add some extra bits of information that aren’t available on your blog.

Don’t Skimp:  Even if you’re naturally a great writer, you’ll want to hire the services of a great editor.  You’ll also want to save up a little money to have someone professionally do your cover. In the word of e-books, the cover generates most of the interest.

Create a Thesis Statement: Before writing the first word of your book, write a quick 2-3 sentence thesis statement that wraps up the message you want to discuss in the book. In most cases, this should consist of a perceived problem and how you have overcome them. Pin it to your wall or tape it to your desk. Every time you write a portion of the book, reflect on this statement and make sure what you have just written is relevant to that statement.

If you believe you can handle these three items, chances are good that you’re ready to tackle your book. Just remember that writing a book is a daunting task for most people and it should not be approached lightly. Make sure you have the time and energy to dedicate to the project before you begin or else you’ll find yourself frustrated within a week or so.

For anyone using a blog to spread your company’s message, there are certain laws you should be familiar with. From copyright issues to slander, there are numerous areas where blogging without knowing the rules can get you into trouble.

Perhaps most important of all is knowing the basics of privacy laws. As one of the most discussed behind-the-scenes topics in terms of websites and blogging, any blogger who posts with any sort of regularity needs to know at least the minimum when it comes to privacy laws.

For instance, if your company’s blog serves as a major facet of communicating with your audience, it is a good idea to have a privacy policy somewhere on your blog. This can be a sidebar item, disclaimer text along the footer, or even a page unto itself.

Also, it’s important to remember that for those blogs that somehow gather data about their visitors, it is unlawful to use that information in any sort of mass mail or “spam”-like activity. Most blogging platforms provide several ways to incite readers to join newsletters, updates, or similar information. This is them giving you permission to mail such materials to them. But if such permission has not been given, or if they have not signed up for some form of an opt-in, you aren’t allowed to send them any promotional material. When you draft up the mails that you plan on sending out, always include a way for the reader to opt-out of receiving future mails.

Similar to the “don’t call” list for home phones, this type of activity is regulated by the CAN-SPAM Act. Any blogger that sends material to their readers should know the ins and outs of the CAN-SPAM Act before they start sending out those mass mails.

Speaking of people’s e-mail addresses and personal information, it is also highly illegal to sell this information to third parties without the reader’s permission.

All of this, of course, is just the tip of the iceberg.  If you have further questions or doubts about your blogging practices, you may want to check with a blogging professional or, if you have one, your company’s lawyer or attorney.

Roughly two weeks ago, a waitress at Applebee’s posted a picture of a receipt online.  On this receipt was a rather rude message from a customer.  What was meant to be an innocent (yet ill-advised) post on Reddit blew up and went viral in a matter of hours.

On the “Suggested Tip” area, which asked for 18%, the customer responded: “I give God 10%, why do you get 18?” The fact that the customer was a pastor makes the situation all the more toxic.

The series of results that followed are key examples as to how the conveniences of social media can quickly turn into inconveniences. The response from Applebee’s was essentially a course in How Not To Handle a Social Media Disaster.

Example 1: Once the story went viral, they clearly chose a side and fired the waitress in question. This naturally caused a nasty backlash on their Facebook page.

Example 2: The social media team for Applebee’s typically responds to about 90% of all customer inquiries on their Facebook and Twitter pages. However, for this instance, the responses basically consisted of copied and pasted segments of their corporate policy. Given the nature of what people expect of social media, this was not well received and dug the hole even deeper.

Example 3: Applebee’s spokesman Dan Smith responded to inquiries over the matter, stating: “Transparency matters to us. We want to hear from our guests regardless of the subject matter.” Through Facebook and countless comments threads in hundreds of article regarding the incident on the internet, he sure is hearing from his guests…just not in the way he’d like.

While posting the receipt online was indeed in violation of corporate policy (the receipt even showed the identity of the customer, after all), Applebee’s may have been better served to not fire the waitress. By getting rid of the waitress, the public felt led to rally behind her; she did, after all, fall victim to a rude and, some may say, self-entitled customer.

While there is no clear and decisive way to handle such a situation without some form of backlash, this entire incident shows why large companies need to have social media measures in place to handle internet controversies.

Applebee’s was clearly not prepared.

Is your business?

Anyone with a Facebook account has surely seen people using their account to post pictures of their vacations, their children, or even what they are having for lunch. While there is certainly nothing wrong with this sort of activity, small businesses can’t afford to use social media in such a frivolous way.

A Facebook account can be extremely useful to a small business, It’s not only a way to stay involved with members of your target audience, but it can also serve as something of an employee in and of itself. While a Facebook account isn’t quite flexible enough to allow you to go without HR practices, it can be a huge help.

For instance, many companies are now posting non-sensitive bulletin or newsletter information on their Facebook wall. This can come in handy is instances such as items needed for the company summer barbeque or the dress code for the Christmas party. A post like this on Facebook allows you to update such a memo without having to mass e-mail your entire staff again and again.

Of course, for this to work, you should have a solid reputation for a company that is active with social media.

In cases of bereavement, Facebook can be a lifesaver for those wanting to send their well-wishes. Many often wonder when it is too soon to call or even text someone to extend their sympathies. With Facebook, posting on that person’s wall eliminates these awkward situations. Also, in terms of a company or church wishing to keep friends and family informed of the family’s wishes, a Facebook account allows any of their Facebook friends to stay informed without having to make awkward and possible ill-timed e-mails or phone calls.

Realizing uses like these for your business Facebook account can be crucial to relaying important messages to those that may be interested. If you’d like to have an account that is more fun and informal, consider creating a personal page that can be linked to your business page. This can also be helpful, as it shows your personal side along with your professional side.

As companies find more and more ways to utilize Facebook, the ways that businesses communicate with their audience is evolving rapidly. Make sure your business is capable of adapting by staying abreast of current social media trends.

As most of us know, this year’s Super Bowl had an extra talking point aside from the great game, the halftime show and the commercials: a 34 minute blackout, as the Super Dome lost half of its power supply.

Leave it to social media to discuss the event in real-time…usually in a joking manner. However, many people on Twitter saw genius real-time marketing in action.  A clever and quick thinking marketing strategy on behalf of Oreo cookies got just as much discussion the following morning as the most controversial of Super Bowl ads.

The marketing team behind the Oreo brand created a simple yet effective—and extremely timely—ad that went viral on Twitter. Posted during the blackout and shared more than 15,000 times, the ad features a single Oreo cookie on a dark background. The brief yet witty text stated: “You can still dunk in the dark.”

Savvy marketers were discussing the effectiveness of this message the next morning mainly because of its popularity. In 10 minutes or so, this popular ad was created and distributed via Twitter basically for free.  So what does that say about these multi-million dollar commercials, many of which were very vocally despised the morning after?

Some are saying this hints at a new surge in real-time advertising. Sure, a well-planned commercial with an enormous budget can out your brand on the map, but due to social media, achieving advertising success no longer takes an empty wallet and coveted advertising space.

This year, more than 24.1 million posts were made on Twitter during the Super Bowl. That’s an increase of nearly 14 million from last year. When you consider that a small fraction of these tweets were for advertising purpose—somehow relate to the Super Bowl in some form or another—this highlights an obvious trend in Twitter’s popularity during live events. It’s notable that Twitter usage also boasted large numbers during the latest presidential election and the Olympics.

More than that, just about half of all commercials that aired during the Super Bowl featured a Twitter handle or hashtag for the product.

Perhaps the marketing team at Oreo knew to look for any opportunity to use social media to get a buzz around their product. The blackout certainly offered them the chance for that.

Do you have a product or a brand that could be easily accessed and advertised in a real-time environment? If not, it seems that now is the time to start thinking of a way to adapt to this growing trend.

After all of the money is spent and the game is over, the companies that have invested all of that time and cash into their Super Bowl commercials are left with one burning question: does advertising during the Super Bowl actually work?

While there is no concrete answer, the general consensus seems to be “Yes and No.”

Sure, there will be tons of polls on the internet and in print publications in the weeks following the game that present a general idea of how the public received your ad. However, these are going to be mixed and not really a good gauge of how successful the ad was. One publication or site may rate your ad as high as possible while another one may put it at the bottom of the barrel. The tricky things about these polls and publications that they are, for the most part, based on consumer preference and taste.

In terms of real numbers, we can get a much better gauge of how effective Super Bowl ads are in reflective sales. In a study conducted following the 2012 Super Bowl, it was discovered that many of the bigger companies that usually purchase Super Bowl air time saw an increase of 11% in the month following the game. Given the audience, this is a significant increase in the return on investment when compared to the money spent on a typical everyday TV ad.

In terms of formula, a Super Bowl ad is more prone to “work” when it has one of several staples that have been proven to create popular Super Bowl ads. Commercials featuring animals, celebrities, twist endings, and dramatic music are more likely to grab the attention of the audience.

Also, oddly enough, polls have showed that consumers far prefer commercials that don’t spend a lot of time talking up their product. Of course, only during the Super Bowl will any copy get away with pulling such a trick.

The Super Bowl is the most watched event in the United States, drawing in rankings that obliterate most others at the end of the year. It’s an exciting time for not only sports fans but advertisers and businesses as well.

Due to the excitement and hype around the Super Bowl, it’s a given that any business or writer should try to utilize it as a promotional tool or even just a reference for subjects related to their business or website copy. For copywriters that write blogs, articles and similar content, the Super Bowl provides limitless avenues to craft your content.

Even if you know nothing about the sport, the potential for topics is endless. First, think about the market, brand, or topic your blog is centered around and how it might relate to the Super Bowl. If you strike out there, go a step further and dig into the specifics of the game.

Where is it being played this year? Where are the teams from? What are the teams called? Are there players on any of the teams that would interest your target audience and loyal readers?

Once you start looking beyond the obvious topics, a whole new range of ideas become available to you.

Even after the game is over, you still have source material for further ideas. Lots of ad-oriented sites will come up with content for weeks following the game based solely on the commercials and the costs associated with advertising. Copywriters in a wide range of genres and spectrums can do the same based on the content of the ads themselves. And because Super Bowl ads try to cater to just about all types of audiences, you should have a lot to choose from.

While it might be a stretch to say that it is your American duty to watch the Super Bowl, you should watch it just to stay informed of the marketing concepts expressed in the ads. That, coupled with the fact that the entire event is a cornucopia of copywriting ideas, should have you sitting by the TV as you take notes and schedule posts and other content for weeks to come.