John McCafferty

The guy who wrote the book about  results oriented marketing You may have heard about the new book, How to build marketing campaigns that get results and drive growth .  I wrote this book so you may learn from the experience of an advertising insider, I’m a 40-year marketing veteran and I’m ready to share what it really takes to make marketing work. I’m John McCafferty and I’m the guy with my name on the door at McCafferty Advertising. I thought I’d share a little background with you because you shouldn’t take marketing advice from just anyone, but I think you’ll agree the advice in this book is the real deal. I have more than 40 years of advertising agency experience under my belt. My work has earned well over 100 industry awards and I’m frequently asked to judge creative competitions around the country. I’ve been a part-time faculty member in the communications departments at both the University of Louisville and Spalding University. I have earned...

Your list of New Year’s resolutions should include taking a look back at the performance of your marketing in 2017. This can be an affirming experience, or a rude awakening depending on what you find. In either case you should determine what is working well and what could be improved upon with an “out with the old and in with the new” attitude. Let me first say that if you started last year without a marketing plan or strategy, don't let that one get away from you this year. How will you know when you have arrived at either a positive or negative outcome from your marketing efforts if you have no plan or goals identified that you hope to reach as a result of your marketing work. Your plan should include both qualitative and quantitative goals. Qualitative goals address promotional advantages while quantitative goals deal with the numbers you measure. Your qualitative goals should be about customers' perception of your product and/or service. For example increasing t...