Mickey Lonchar
Mickey Lonchar
Mickey Lonchar has spent the better part of two decades creating award-winning advertising with agencies up and down the West Coast, Mickey currently holds the position of creative director with Quisenberry Marketing & Design, a full-service advertising and interactive shop with offices in Spokane and Seattle, Wash.
Defining buyer personas.
If I were to ask you to describe your spouse, one of your children or a close friend, would you describe them as a...
Inbound Marketing is the new “Plastics.”
In this clip from the 1967 movie "The Graduate," recent college grad Ben (portrayed by a young Dustin Hoffman) gets some career advice from...
Why more people ‘trust’ TV commercials.
Here's some good news for marketers: consumers trust advertising significantly more than they did six years ago. This is the conclusion of new report...
Why your loyalty program is not creating loyal customers.
Loyal customers. The holy grail of marketing. Converting customers who know you, like you and buy from you into advocates for your brand is what...
When silence is golden.
Last month, several noteworthy brands rose up on the anniversary of 9/11 to get a word in. No doubt you've seen a few examples. I'm...
How consumers are outsmarting researchers.
"Don't judge someone by what they say. Judge them by what they do." We've probably heard variations of that phrase our whole lives. That warning…
Before Cal Worthington sold cars, he sold trust.
Cal Worthington, the famous car salesman/spokesperson whose wacky commercials and catchy "Go see Cal" jingle helped sell an amazing number of cars since the...
Shortening the distance between “intention” and “action.”
In marketing and advertising, it isn't that hard to get your audience to like you. It isn't hard to get them to agree with your...
Is today’s “Native Advertising” a new name for yesterday’s “Advertorial”?
One of the hottest marketing buzzwords of the moment would have to be "native advertising." Native advertising is loosely defined as a form of...
Solutions in need of a problem.
One of the universally accepted foundations of building a successful brand is to stick out from the competition. To be different than any other...
Seven steps to becoming a “Sherpa Brand.”
"Sherpa Brand" is a relatively new concept. It is defined as a marketer or organization that anticipates consumers' needs and provides expert guidance that...
Brand “Newsjacking”: the good, the bad and the (really, really) ugly.
Talk about a week filled with Tabloid-friendly news. First the birth of His Royal Highness Prince George, the family's reaction, the first pictures, the...
The fallacy of user generated content.
You're hearing more and more these days of marketers turning to their customers, fans and followers and asking them to create "content" for them....
“A wealth of information creates a poverty of attention.”
That quote comes from Herbert Simon, the developer of "Attention Economics." He made this proclamation in 1971. 1971? The days of three TV networks, snail...
Customer centricity IS the problem.
Author and storyteller Garrison Keillor, in his Tales From Lake Wobegon, describes his quiet hometown on the prairie as a place where "all the...
Are marketers really overlooking Baby Boomers?
I have a feeling this post is going to ruffle the feathers of more than a few ad bloggers and critics. These voices are quick...
How to Kill a Brand: the Car Edition.
If you want an example of what can happen if your brand loses its focus and doesn't go "all-in" to stand for something meaningful,...
What’s your brand’s trajectory?
Think about all the brands you encounter on a daily basis. Some you use, some you know about, some you're just hearing of. The...
What do you say we measure what matters?
"I may not be able to to accurately describe it. But I'll know it when I see it." This was the famous phrase used...
Are you the calculator? Or the slide rule?
If you held the original patent on the modern slide rule (first introduced by a French artillery lieutenant in 1859), for more than 110...