AT&T’s new “It Can Wait” Safe-Driving Campaign Is Brilliant and Smart Marketing

I am aggressive in my life, when it comes to working towards success, for example. Maybe I should just say that I am assertive. But there is one place where I totally give that up and become defensive every day: in the car. That’s right – I drive defensively. I totally “watch out for the other guy” – which was a successful driver-safety civic–marketing campaign, when I grew up in the Sixties.

I don’t know about you, but I’m terrified of other drivers. Why? Because, chances are, someone behind the wheel – near to me and my car – is texting or Snapchatting while driving. It scares the bejesus out of me. Last night I drove three hours from Trumbull, Conn., to my home in the Boston area, and I worried the entire time that THE OTHER GUY was going to text and drive and swerve and crash into me on the Mass Pike. And then my life would be over.

That’s why I’m thrilled to know about – and participate in – AT&T’s excellent new marketing campaign called “It Can Wait.” See this link: This is one of the best driving safety marketing campaigns I have ever seen.
This wonderful, smart, and important program encourages every driver to “take the pledge” and to vow and commit to never texting when they are in the driver’s seat. It makes IMPORTANT points – that it’s never OK to text while driving (or to do Snapchat), and that NO ONE’S LIFE is worth a text. If you kill someone as the result of looking at a text when you are driving – would that EVER be worth it? Take the AT&T simulated drive and you’ll be terrified into action. Even if you are in the car alone, you are not alone on the road. In my opinion, you should just TURN OFF the cellphone in the car, so you won’t even be tempted. Turn the phone on if you are lost, and need to pull over to get directions or to make a phone call. Or to tell someone you are late. In my humble opinion, I think even changing the channel on the radio is dangerous – that’s probably why my brand new Toyota Corolla has a radio-changer fitted into the steering wheel of my new car. One second, if you take your eyes off the road – and disaster can happen.

Please read this impressive blog post that my husband Bill wrote about this – the powerful video he embedded in his post is one of the best I have ever seen on this subject. My husband Bill is a Boston personal-injury attorney and he knows firsthand how incredibly dangerous it is to drive and text.
With a AT&T campaign like this, I’m proud to be an AT&T customer. I’m also a published author of a marketing book, (Off The Wall Marketing Ideas) and a marketing communications writer, ( and a travel content creator, and I KNOW a great public-relations campaign when I see one. I am also a former Editor of Robb Report Magazine, where I wrote mountains of articles about luxury cars. Congratulations to AT&T. Now let’s all get onboard, in the car, and do the right thing. For everyone.

Smart Travel Marketing: Sealed With A Kiss

How do you make lemonade out of a lemon? Especially in the travel business? I discovered an effective travel marketing program at Sandals, Jamaica, and as a travel content marketer, I can tell you it is a great idea.
Apparently, at Sandals Resort in Montego Bay, management was worried about the noise due to the hotel’s proximity to the airport – just ten minutes away. So, when the flagship property in Montego Bay opened back in 1981, founder Butch Stewart came up with an idea. He created a special tradition. Whenever a plane flew overhead at Sandals, guests were told to kiss each other, while team members were told to instructed at the plane.
The tradition lives on and all guests are seen smooching while planes fly overhead.
Apparently no one seems to mind!
And here’s another example of smart travel marketing.
In the wake of the Paris attacks in November, tourism to Brussels dropped. As a result, Visit Brussels launched an incredibly clever program to boost visitors to the city. It was called the #CallBrussels campaign, and it was born to enable local people to convince visitors of the city’s safety. Three phone booths were installed in three different locations in Brussels so that passersby could answer the phone, and vet that their city was safe! Calls were made to the phones between January 7th and 11th via the website, and there was even a webcam to film the action.
More than 12,000 people from 154 different countries called in!
It was a smart way to convince travelers that Brussels was indeed, not a war zone but a lively city filled with a wealth of fun and cultural activities.

I love smart, clever marketing ideas such as these.

This is what my book, Off The Wall Marketing Ideas, is all about! Let me know if I can design some clever marketing, PR or social media for your business.

Smart Marketing To Sick Children

As a Boston marketing and PR professional, I’m always seeking good – and bad – examples of marketing and PR campaigns.  Today, with the greatest of enthusiasm, I’m here to tell you about a FABULOUS new marketing campaign geared to children – which should receive some kind of award.

It solves one of the problems that most children, struggling with cancer, have: the fear and uncertainty of the unknown.  I can only imagine how scared a child would feel, not understanding what their illness is all about, and also not comprehending the methods that will be used to help them, in what they must perceive as a frightening hospital room.

The advertising agency JWT has recently partnered with not only Warner Bros., but with a cancer center in Brazil.  Their goal? To craft an initiative that would take the “scary” out of chemotherapy at the  A.C. Camargo Cancer Center in São Paulo. Their goal is to help children with cancer better understand what is happening to them. JWT has devised a solution that is nothing less than brilliant: They have transformed chemotherapy drugs into what they now call a “Superformula,” so that children undergoing treatment can tap into the world of superheroes. For example, the chemotherapy bags, instead of being clear plastic with liquid inside, now bear colorful covers with the logos of Batman, Wonder Woman, Superman, and The Green Lantern. How terrific is that?  This clever solution is sure to help children fight their important fight and make them feel more powerful in their circumstances as they defeat cancer and other evils. Superman is there, right at the entrance to the wing, to set the tone.  Kudos to the entire marketing team on this one.

Jennifer Aniston Partners With Living Proof Haircare

Ah, some marriages are made in heaven.

That applies to business relationships as well.

In what can only be described as a HUGE marketing and public-relations score, the Cambridge, Mass.-based company Living Proof has announced that the Hollywood actress Jennifer Aniston has become their co-owner and haircare spokesperson. According to a press release, Jen will help actively build the Living Proof hair care business “by using her understanding of what drives our culture and hair trends today. Her role will involve hair care brand development and creative marketing direction for our hair care products. She will also collaborate with our leading stylists and scientists on new hair care product ideas.”

Says Jen in response: “What caught my attention about Living Proof is the company’s unique approach to hair care – using scientific technologies to offer women actual proof in a bottle rather than hoping for results. Over the years, my hair has been subjected to everything…blow dryers, flatirons, curling irons, color, extensions, you name it,” says Jen. “After using these products, I felt like I finally discovered a solution that works every day.”

In the past five years, Living Proof has received more than 34 industry awards for its products. It is also a two-time winner of Allure Magazine’s Best Beauty Breakthrough Award.

Jen’s role will involve her in brand development and creative marketing direction.

As a Boston branding and marketing expert, I can say definitively that this is a great achievement. Congratulations to Living Proof, which, by the way, was featured in The Globetrotter’s Get-Gorgeous Guide, my bestselling book,

Marketing To Dads Is Food For Thought

Today’s marketing strategy is all about iconic brands – and I’m going to share with you some info about an advertising character who is currently being updated. He’s now 60 years old. He once got a facelift to make his football-shaped head more round. And his physique boasts a tiny little waist. Who is it? What if I said, “They’re GREAT!” Yup, it’s Tony the Tiger – whose purpose in life has been to convince Moms and children that Frosted Flakes should be in their shopping cart. But what’s making headlines is that the new ad campaign for Tony focuses on Dads. Marketing executives discovered that there’s a growing trend of fathers buying groceries. So there’s a new ad showing kids and Dads sharing a bowl together, which will air during adult programming on networks including ESPN. This way, Frosted Flakes stays at top of mind for dads and their kids – and at the top of the shopping list. Want more marketing tips? Call me at (781) 407-9305 for a free 15-minute consultation. I’m a Boston-based marketing consultant and a marketing and PR professional who specializes in working with plastic surgeons, cosmetic dentists, hair salons and skincare salons. Check out my bestselling business book, Off The Wall Marketing Ideas, available on

Ben Stiller’s Clever Naked Marketing Strategy

Here’s today’s marketing tip from the Queen of Creativity at Maxima Marketing. What’s in a name? Shakespeare said even a rose by any other name would still smell as sweet. But there’s much to be said for the name of your product or service, and product naming companies across the country would tell you that. The actor Ben Stiller has a new foundation, whose goal is to support children around the globe with educational initiatives. Mr. Stiller wanted a catchy name for it. He thought of all kinds of options including So You Think You Can Donate, and The Derek Zoolander Center for Kids Who Can’t Read Good and Wanna Learn To Do Other Good Stuff. Those are terrible names. And he knew it. So, like any good marketer, he tried to think of a name that would entice and attract people to his website. A name like…..well, actress Jennifer Aniston. But he didn’t leave it at that. The new name of his foundation is – are you ready? — Check it out and you’ll wind up on the real Stiller Foundation Facebook page. Clever. I say this as a Boston marketing consultant and publicist. I work with businesses in all industries but specialize in marketing and PR for plastic surgeons, cosmetic dentists, hair salons and skincare salons. Call me at (781) 407-9305 for a free 15-minute consultation. Ask me for some Off The Wall Marketing Ideas, which also happens to be the title of my bestselling book available on

Long Live The (Burger) King?

Here’s today’s marketing question — How do you feel about the marketing of the king in Burger King’s advertising? No matter, he is now long gone, thanks to the new advertising agency that has created a new marketing campaign for the fast-food company. After seven years of marketing commercials such as the Whopper Freakout, and Chicken Fries and Flame cologne, the fast food chain believes it’s time to get back to the real deal – the food. In the new advertising spots, Burger King offers close-ups of avocados, lettuce, tomatoes and onions. The verdict? Well, most people believe the new ads are boring and could easily be an ad for McDonald’s, Red Robin or Applebee’s. Which brings us to the first rule of marketing – always make sure to concentrate on your unique selling points, which help you to differentiate yourself from the competition. I say this as a Boston-based marketing consultant and publicist for plastic surgeons, cosmetic dentists, hair salons and skincare salons. Call me at Maxima Marketing at (781) 407-9305 for a free 15-minute consultation. I’m also the co-author of the bestseller, OFF THE WALL MARKETING IDEAS, which is filled with hundreds of marketing strategies and tips, many of which are no-cost and low-cost.

Publicity Stunts Put Pizzazz In Marketing

Here’s today’s marketing tip from a prolific Boston-based marketing consultant and publicist. Every business should carefully consider staging a publicity stunt for their business. It can work wonders! Some incredibly successful publicity stunts include the three-year search and casting for the part of Scarlett O’Hara in the movie Gone With the Wind, and even the creation of the Academy Awards in 1928. One of my favorite publicity stunts was when the furniture store Ikea put 30 bookcases filled with books, on the sands of Bondi Beach in Australia, to promote literacy in that country. Here are some tips. First of all, get permission for whatever you’re planning. Be bold and try to think out of the box. (Bear in mind, I’m the author of the bestseller OFF THE WALL MARKETING IDEAS.) Remember to build anticipation beforehand, to get the public whipped up into excitement about your event. And make sure to write a press release about it, which you can distribute to the media after the event. You might just wind up with an Oprah moment on your hands, when she handed out Pontiac cars to her audience. Publicity stunts might be the marketing strategy your company is aching for. I’m a Boston-based marketing consultant for plastic surgeons, cosmetic dentists, hair salons and skincare salons, so I know what I’m talking about. Call me at (781) 407-9305 for a free consultation.


Today’s marketing tip is to do something different, because it frequently has great results. I know that because I’m a marketing expert, who specializes in servicing plastic surgeons, cosmetic dentists, hair salons, and skincare salons. I’m in love with this marketing gimmick. An investment management firm wanted to re-engage with advisors who were facing challenges in their business due to a volatile market. Their message? They helped navigate stranded investors through stormy financial seas. So, they packaged it all in – are you ready? – 7-inch, plastic bottles with a paper map inside — something that you might find if you were shipwrecked – and it was the proverbial message in a bottle. Inside the bottle was just enough information to pique someone’s interest, and a link to a website. A whopping 46 percent of targeted customers visited the URL and 13 percent completed an online form. Mind you, the bottle was sent without a box. Isn’t that clever? For more crackerjack, clever marketing ideas, give me a call at my business, Maxima Marketing, at (781) 407-9305.


I love to give everyone great marketing tips. After all, I’m a marketing expert and the author of the bestselling book, Off The Wall Marketring Ideas. Today’s tip is to give out free samples. There may be no better way to test product appeal, and earn consumer goodwill, than giving out free samples. Everyone loves freebies! And now the United States Postal Service has made it easier than ever to deliver your samples, in specially marked boxes featuring bright colors. This is their latest marketing strategy to reinvigorate itself, especially as the United States Postal Service has seen sales slide as people pay bills online rather than buy stamps. The Sample Showcase features product samples and other promotional items arranged by value tier and category so that competitive items are not contained in the same shipment. Not only is sampling via postal mail targetable and cost-effective, but the results are measureable, and products reach consumers nationwide. Interested? Send an email with your contact info and business description to Someone will get back in touch with you. And if you need marketing, public relations, or a marketing copywriter, call a crackerjack — that’s me — at (781) 407-9305, which is the phone number for my business, Maxima Marketing.