T-mobile has a girl in pink

T-mobile now uses a model-like woman to be their spokesperson, and people like it! It is actually working for them, when someone says t-mobile we are going to think, "girl in the pink dress". Who knew the color pink would be so red hot with consumers. I once never even thought about t-mobile any more, they weren't huge competitors but now they are everywhere, i see the commercial with the girl in the pink dress almost every day. Good work T-mobile. 

The Company For Women

Avon's target audience is clearly women. They do a great job at selling their products, especially with the help of a celebrity spokeswoman like Reese Witherspoon. They also give women a chance to have another job with Avon by becoming a seller. It is fast, easy and fun money. They know who they want their audience and customers want to be, and they directly sell to them and find women around the states to sell their products as well, making it almost a family unit among women. 

Everyone's getting one

Facebook is a great way for businesses to get their message that they want to send to the public out in the open. It has been able to link us to everyone around the world and is a great marketing tool. I find most businesses on facebook, where you can "like" their page and "stalk" them to get to know their brand/company better.

New York Times goes digital

The New York times is now, not only a newspaper, but they are offering digital services to their customers as well as home delivery of the paper. They have stepped up their marketing to accomodate the new digital future of media. The New York Times can now be viewed online, on your smartphone, or on your tablet. This is a great step toward a better future for the success of The New York Times. 

Toms Give Back

TOMS is a shoe production that gives a pair of shoes to a child in need with every shoe purchase we make. They have used thier brand to rase awareness of poverty and children in need and have become a hugely successful brand, along with helping others along the way. I find it inspiring. On their website there is a part where you can get involved and has steps and activities to do to help in giving back. They have grown to so successful throughout the United States, and their main marketing plan is all to benefit children in need. This is inspiring.

When do you pull an ad?

Should advertising during specific shows or programs be subjected to boycott?

“Advertising is a way for programs and issues to be supported,” said Waite, “Just because these brands were helping bring light to issues that have generally been shunned from society, it doesn’t mean that the brands are turning against what they believe in.”

Perception is everything and advertisers should not take into consideration other audiences when advertising. Advertisements generally cater to a specific audience they want to reach but if a customer uses your brand and thinks your company is supporting a controversial issue, your company could lose that customer. It is worth the criticism to pull the ad or should companies continue to run it? My opinion is you cannot make everyone happy, so continue on.

Pull the ad if it no longer reaches the target audience, not because a customer perceives your ad as questionable to their beliefs.

http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=12495

Is the media helpful or harmful?

We all know the name Kardashian, because they are EVERYWHERE! From Sketchers, perfumes, a clothing line at Sears, a book deal, commercials, and not to mention their TV shows based on their everyday "lives", Keeping up with the Kardashians, Khloe and Lamar, Kourtney and Khloe take Miami, Kourtney and Kim take New York, and the taping of Khloe and Lamars wedding on E and the infamous wedding special for Kim Kardashian and Kris Humphries. They have pretty much, sold themeselves to the media.
This family is a great example of how to spin things in your favor. They took a chance by putting their lives on camera but it worked for them. Now they have endorsement deals, books, and clothing lines. They really know how to market themseleves to the public. I am just wondering what's next for the Kardashians?

Give the Power to the People

  Marketers are constantly looking for a new way to have social media work for them. I think Converse may be on to something big. The only questions is, how many customers will put in the time and effort to make this profitable for Converse and the customers creating the next masterpiece in footwear? 

  Converse is venturing out on a new frontier. They are creating an app on Facebook where the fans of converse can create their own Converse shoe and sell their creation to their friends. They can create their own storefront to sell their shoes and then as a reward they can get shoes free based on their sales. 

  The customers become the designers and the marketers of the product. This opens the door to possibilities for customers and it will allow Converse to see what people are wanting in a new research method. Converse could have millions of designers creating shoes combinations they never thought would sell. 

   Some people may not be happy arguing that they are paying for a Converse product so Converse should create it, but others are excited for the chance to create something personalized and see the response from others. If this works well for Converse, I wonder how many other designers will follow the trend. The next option, designing our own cars. Maybe we should wait on that one.

Information Gathered from the Following article: http://bit.ly/twGR5j

Measuring the Success of Social Media Marketing

Social media marketing is growing. However, this new medium is still in its infancy. While it is developing at an exponential rate, there are downsides that accompany new marketing media. Perhaps the largest downside of social media marketing is the lack of key metrics to measure the success of a marketing campaign.

With the wide reach and immediacy attached to social marketing, it is easy to see why it has become an essential tool to organizations. Clay McDaniel, managing director of Spring Creek Group, outlines the three big questions surrounding social media marketing:

What should we measure?
How do we measure it?
What does success look like?

McDaniel describes three tools that can be used to measure social media marketing success.

One: Total Online Community Size
How many people are following your twitter account? How many have liked your brand’s Facebook page? How many are following your blog? The collection of social media followers gives marketers a good place to start counting. While sheer numbers may not mean a lot, McDaniel points out that any growth of these numbers is worth noticing.

Two: Monthly Referred Social Traffic to Site
Focus on traffic coming to your website from links shared through social media outlets. This can show how far your brand has branched into the digital world.

Three: Number of mentions
While followers may be important, how often is your brand the topic of conversation? After all, social media is all about communication in the digital world, and you want to be part of the conversation.

Einstein once said, “Not everything that can be counted counts, and not everything that counts can be counted.” Perhaps many companies share this view and simply think that an online presence is all that is needed.

Dexter Bustarde, senior web analyst with Digitaria, shares his thoughts on the measurement of success within social media marketing:

“…social media measurement could mean anything from PR and reputation management to Twitter reports to broad “engagement” measurement to looking at Facebook Insights day to day. In truth, all of those things should inform a social media measurement program, but at the same time, if we’re talking standardization, it’s a lot of work to get it all under one umbrella.”

Having worked in a data management position in the past, it is easy for me to see the importance of data and the effect it holds on business decisions. In order to see their money has been well invested, employers want to see the return on their marketing funding. This is particularly difficult with social media. However, one of the key steps to a marketing campaign is the follow-up evaluation. As social media marketing steps out of its infancy, I expect the measuring metrics of this media to evolve with it.

Image compliments of searchenginewatch.com

Added Value for Print Advertisers

In a recent interview, Vogue Chief Anna Wintour stated that she doesn’t really follow market research.  Wintour relies on instinct and picture ads for advertising success.  This goes against common industry practices but it has worked well for winter so far.  In a recent move, Vogue has offered access to its archives through a subscription priced at $1575 dollars.  According to the Wall Street Journal the archive will contain roughly 300,000 ads and thousands of images.  This will force many people to view print ads in a different light.

Print ads have an advantage of permanence that other channels, such as radio, do not.  The ads and the images contained in them can be viewed repeatedly by the reader.  Print ads reach beyond the subscriber to include family members, guests, customers and friends.  When these publications are digitized the ads can be shared easily with a greater number of people.  The real question is how many people see the ad after the initial purchaser and how does this translate into revenue for product makers and advertisers?  Wintour’s success would seem to indicate some added value for advertisers who place ads with magazines using archive subscriptions.  The key to problem will be quantifying this added value.     

Are Consumers Really Reading Your Email?

Ninety-seven percent of small businesses are using email marketing to reach their consumers.  Having a core group of subscribers and appropriate content are essential, but why put in all the time and effort if they’re not even opening it?

The hurdle of actually getting your consumers to open the email can be hard to overcome.  One thing small businesses should ask themselves when using email marketing as a tool for engagement should be: 

Would I open this email if I received it from another company?  

To increase your open rate:  

Are you making a good first impression?  Typically recipients see two things when sifting through their inbox:  Who the email is from, and what the subject line is.  This step is probably your biggest chance to increase your open rate.  Does the consumer know who you are?  Has your subject line enticed them enough to want to inquire further? 

Timing can be your best friend.  How are you ensuring your email doesn’t get lost in the inbox shuffle?  If you send too early, it could get missed.  If you send too late, the reader may skip over it with the intention of coming back to it later (they almost never do).  Experimenting with time frames will be essential for small businesses to develop the appropriate time to reach their target audiences. 

Don’t spam your subscribers.  Spam filters analyze a huge list of criteria.  How is your business avoiding this trap?  Some suggestions include:

·         Don’t use all CAPS

·         Avoid using too many:  !!!!!

·         Stay away from spam phrases like “Once in a lifetime opportunity!!!”

Purge your dead weight.  The more targeted your subscriber list, the more likely they are to engage and open your emails.  They signed up for a reason.  Some email marketing programs allow you access to see who or how many people are actually opening your email and how many are bouncing back.  This can ensure you are utilizing your time and investment wisely. 

Are you making it easy for consumers to sign up?  As a growing small business, you owe it to yourself and your customers to make it easy for them to receive additional offers and information from you and your business.  The harder the sign-up process, the less likely they are to do it. 

Once you’ve worked through and fine-tuned these steps, I’m sure you’re questioning what a successful open rate actually is.  Email marketing campaigns will differ per industry and your target market. 

When Viral Media Backfires

Viral marketing and social media are two phenomenons that we extensively talk about utilizing in class. The prospect of having these two mediums work together to potentially reach thousands, even millions, of people fast by just sending out one viral ad has began has been used to market everything from Doritos to movies. So it should come to no surprise that politicians also try to utilize this revolutionary combination to reach potential voters. So when Rick Perry's latest ad went viral and reached more than 3 million views in less than 5 days you would think he would be ecstatic. However, in this case viral media may have come back to bite him.

    His latest ad seems honest enough, Perry is shown walking through what seems like a wooded area wear a jacket to seem like a down to earth guy. However, when he utters the phrase: 

"I'm not ashamed to admit that I'm a Christian, but you don't need to be in the pew every Sunday to know there's something wrong in this country when gays can serve openly in the military but our kids can't openly celebrate Christmas or pray in school."

It's not hard to see why things could go very bad, very fast. On YouTube, Perry's ad has only 13,000 likes and over 500,000 dislikes.Worst of all, Perry's ad has become the launching ad for several scathing parodies that have become just as viral. Using the same background and format as Perry's ad these parodies range from a fake Perry describing his more explicit reason for disapproving of homosexuals (160,000), an atheist slamming Rick Perry running on a Christian  platform (1,500,000 views), and even Jesus himself refuting any connection to Rick Perry (150,000 views). So the question remains: What the hell was Perry thinking? With all the advisors are individuals on his staff, wouldn't you think one person would step up and say, "Hey Rick, you know this could make a lot of people mad and ruin everything you worked for right?" Ask Howard Dean. All it took was the simple exclamation "BYAAAH" during an event to go from top of the back to bottom of the polls thanks to Dave Chappelle turning it into a skit on his show. So will this ruin Rick Perry's entire campaign? My guess is yes, but only time will tell.

Attacking Ads

After reading this article I was confused about why it was considered crude and offensive. I would think a company would do some research before placing an advertisement that could possible offend others. Although, we see this attack almost every day with politicians amongst themselves, it is considered politically incorrect.

Clicking on several links I finally found the answer to my question, why is this offensive? Seems this company put up a billboard, which, if you can’t make it out, reads: Christmas Quality, Hanukkah Pricing. Although the company that placed the ad was only looking for it to be perceived as funny, it has offended the Jewish community.

While the Jewdars all found it pretty amusing, the ADL had this to say: “In a crude and offensive way of trying to make a point that their vodka is high quality and inexpensive, the billboards evoke a Jewish holiday to imply something that is cheap and of lesser value when compared to the higher value of a Christian holiday. Particularly with the long history of anti-Semitic stereotypes about Jews and money, with the age-old notion that Jews are cheap, to use the Jewish holiday in dealing with issues of money is clearly insensitive and inappropriate.”
The ADL is an Anti-Defamation League for Jewish people. http://www.adl.org/PresRele/ASUS_12/6176_12.htm

http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=12343

Apple Inc. is taking over the world one ipad at a time

Personally, I have never been a huge Apple user. I have an ipod and that's as far as it gets. The people I know who have Apple computers, iphone's, ipod's, and ipad's live and breathe Apple products, they think they are amazing and would never consider getting anything different. In their opinion Apple is the only way to go. Apple has portrayed themselves very business like, they target people that are business oriented. Even their webiste is very clean and not much color, colors are gray, silver and white. I have a professor that lives by Apple products, they bring up their love of their iphone and mac computer every other class period. Apple Inc. keeps coming out with new products, soon their technology will take over the worl I am pretty sure.

The Power of Search

The Twilight Series, there is a piece of useful information in the first movie. Edward Cullen says, “If you don’t believe me, Google it.” The power of the internet just keeps growing, which gives an opportunity to marketers to make more effective and personal marketing campaigns.

  

How many times a week do you think you use a search engine? Today, alone I used a search engine 12 times.

“The most recent findings from Pew Internet & American Life tracking surveys and consumer behavior trends from the comScore Media Metrix consumer panel show that about 60 million American adults are using search engines on a typical day.” – Marketing Today http://bit.ly/ee8Zcb

A market research group that is 60 million strong, which is a wealth of information at a marketer’s finger tips. The ability to find out more information and quickly will allow marketers to adapt marketing campaigns and market segmenting, even faster. Marketers would also be able to link products from a company’s product line through other interests that consumers have and see if there is a possibility of another sale for that company. The possibilities are endless with the search engines! Consumers can find a large amount of information about a company they want to do business with and the company can find out about its consumers, to market to them in a personal and effective way.

Oh Nuts - Marketing That May Have Missed Its Mark

I laughed when I saw the tennis ball smack Wee Man in the forehead, breaking open his Wonderful Pistachio. I chuckled at the Winklevoss twin, the Keyboard Cat, and the Honey Badger cracked open their pistachios. However, even though these commercials may be humorous, what are they doing to build the brand image of Wonder Pistachios?

As reported by Todd Wasserman of Mashable.com, Wonderful Pistachios have launched a very successful ad campaign. The use of C and D list celebrities and the incorporation of internet “memes” into television commercials has led to a three digit growth in sales over the past year.

However, as Rob Frankel, a LA-based branding expert, pointed out, these commercials do little to build the brand image of Wonderful Pistachios. These commercials give no information to consumers that tell them why they should purchase a $5 bag of Wonderful Pistachio’s over a $2 competitor’s bag. All these commercials are doing is pushing the sales of pistachios…any pistachios, regardless of the brand.

On a personal note, these commercials do not make me want to purchase this product. While I found some of the commercials humorous, I can barely stand the image of Snooki breaking her pistachio open on her tanning bed. This leads an important question: “What value do these celebrities and internet memes contribute to the brand image of Wonderful Pistachios?

Little, it seems.

However, Wasserman points out that Wonderful Pistachios may be using a different sort of tactic. One similar to the marketing campaign launched by the California Milk Processor Board in the early ‘90s. The goal being to increase the consumption of the general product, and not necessarily the consumption of a specific brand. Wasserman paraphrases JFK – the hope is that a rising tide will lift all boats.

Will the use of these sometime tacky celebrities lead to consumers saying, “Got Pistachios?”

Image compliments of infobarrel.com.

Word of Mouth Marketing, It still Exists!

In the digital age, it sometimes seems that the more old-fashioned way of advertising, word of mouth, is as extinct as the dinosaurs. However, it is quite the contrary. Although "word of mouth" has evolved slightly into "share through a click," the idea and foundation is still the same: sharing what you like with others in your circle and it is the cycle's repetition that can grow into a massive, free campaign.

Dave Williams, CEO of Blinq Media, recently dissected the age-old marketing tool of word of mouth in his digital contribution post to Ad Age. Williams describes the current necessity for marketers and advertisers to "maximize consumer social influence." Basically, companies must get a buy in of sorts from their consumers. This means they must enjoy the product so much, or feel so compelled by peers, that they are willing to "like," "tweet" and/or "+1" about the product for all the world to see, more importantly their portion of the social world.

The reason this whole word of mouth marketing method works is actually rooted in psychology. Contagion theories explain social construction and help us to understand why word of mouth and peer influence in marketing can be so successful. "Birds of a feather flock together," at least that's how the old adage goes, but as it turns out, it is actually holds merit. People with similar demographic and psychographic characteristics tend to "flock" to one another. Because social circles often share similar lifestyles, interests and backgrounds, they are a prime target for ad and marketing firms when it comes time to begin promoting a product.

Williams also touches specifically on Facebook, and describes some of the challenges for marketers with the new format as it relates to word of mouth. He states that information directly from the companies on Facebook is not as common with the new platform and will often be left off many news feeds, so the importance of viewing what friends "like" in news feed updates is even more imperative. It is when one person sees a friend's comment on an item, product or company, and then proceeds to comment as well, that "contagion" begins, most likely along with some celebrating among executives.

With social media showing no signs of deteriorating or disappearing, it appears as if word of mouth will continue to reign as the top goal for companies when it comes to promoting their products. And remember, 'tis the season, so don't forget to "share" with all of your friends and family and you'll be sure to end up on the marketers nice list.

Social Media Certificates?

Well this blog post by Beth Harte was definitely something that I found odd. http://www.theharteofmarketing.com/2009/01/social-media-certification-for-the-low-low-price-of%E2%80%A6.html She goes on to discuss how she has been offered Social Media Marketing certificate courses for around $1500 to become certified in social media marketing. Now here is where even someone with my limited knowledge of the subject see the total scam. Being taught how to use Facebook and Twitter in a crash course for that money does not seem like a wise career move. The real social media experts are practicing and using blogs and other medias on a daily basis. Now as she discusses how many companies will see this certificate as actually valid and bypass real marketers in social media. To me this is the real issue and not just the scam of the certificate. Somewhere someone got a great job because they wrote a $1500 check and spend 2 hours online learning to post on Twitter and Blogger.

Cause-Marketing: The New Kid on the Block

Social media is constantly changing and has become a key piece in organization's marketing mix. Not only can you connect with your friends but you can buy and sell things in virtual stores, look for jobs, recruit employees—you name it.  More and more organizations are taking to the social media airwaves to spread the word about charities, goodwill, and the causes they care about. 

People and companies like an audience and want their friends, fans, coworkers, and fellow employees to see they are doing good things.  Some of the more popular social media vehicles for doing this and reaching the masses are Facebook and Twitter.  Companies who have a more business-to-business focus may use LinkedIn as another social media tool to spread the word. 

Some of the more popular cause-campaign types, according to Mashable are:

1.       Like for Donation

2.       Simple-Action for Donation

3.       Interactive-Action for Donation

4.       Voting campaigns 

Dominating the cause-marketing vehicles over the past several years is ‘Like for Donation’.  The simple call-to-action format makes this one the most user-friendly. 

Simple-Action-for-Donation campaigns include contests or sweepstakes and are often fueled by third party applications.

In an attempt to increase user interest and make consumer activity more appealing, applications have been created and used.  Interactive-Action for Donation formats help cause-marketers drive user donations and actions.  Many of these applications have been changed and adapted for the use of online fundraising. 

Companies offer a cash or in-kind prize to causes that gather the most votes or other targeted online actions are types of Voting Campaigns.  Voting campaigns have been successful in attracting attention, awareness, and have received a lot of media attention because of the large amounts of money that is donated. 

Social media will continue to explode with new ways to reach target audiences, engage users, and adapt to social needs and wants.  The opportunities are endless for what can be done, who can be reached, and the messages that can be delivered. 

Groupthink lacks creativity and risk

The article indicates that when we work in a group of people that think alike we miss opportunities in advertising that could make a difference. We form our own jargon; make up words and phrases that take forever to explain to the outsiders.

Creativity cannot prosper in an environment where thinking different or having a nonconforming opinion is looked down upon. When we form ideas, there is bound to be several bad ideas but it’s the good ones you will always remember.

We need to be more risk takers and implement creativity into our work. Form your own ideas and do not always follow the crowd.

As Albert Einstein put it, "We can't solve problems by using the same kind of thinking we used when we created them."

Waite said, “We are dwelling in a time where the risk-taking, research-oriented advertising campaign is taking a backseat to techies who are attempting to guarantee eyeballs based on algorithms. Yes, your ad or brand will be seen, but there is no creativity behind it. It's bland, and it's based on online behavior rather than life (which research proves can be different). “

http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=12312

School Advertising

School fundraising has taken a dramatic turn. We no longer have to take our children’s fundraiser for over prices foods or expensive house ware items to work with us. In an attempt to bring advertising to the schools, they are now promoting companies to sponsor athletic events, organizations, and activities. I find this situation amazing. When I was in school we did not have to reach to this level for the school systems.

This could be a great experience for the kids to be involved with. If the school would migrate this into a curriculum, it could be real life experience for the kids and possibly pursue education further into that market.

http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=12285

NFL to Launch a new Magazine with Dauphin Media Group. Wait, Who?!?!

With a major entity such as the NFL that generates billions of dollars in revenue, you would imagine that when the entity decided to create its own magazine publication they would go choose a well respected publisher with a strong background. So the choice of Canadian publisher Dauphin Media Group, who possesses neither of those qualities, comes at quite a shock. A magazine publication is something that is an extension of your image. This is something people will want to advertise in and further strengthen the already tight bond that NFL fans have with the brand. Why would you go out on a limb with a Canadian company whose two publications are no longer in circulation? How does this make sense from a marketing standpoint? Is it the fact that they think their brand is so strong that taking a risk on an unproven publishers could not possibly hurt them? And how are they going to separate their magazine not be riddled with brand parody in a genre already ruled by titans such as Sports Illustrated or ESPN Magazine? To me this move does not make sense.

Body Language

Everything we have learned in class up to this point has dealt with print media.  So how does body language fit in with print ads and brochures?  It is a matter of visual cues and cultural differences.  Many gestures that are commonly used in U.S. ads have very different and sometimes offensive meanings in other countries. Brad Phillips mentions one such difference in interpretation involving the peace sign.  Who would think the use of the peace sign could derail their ad campaign?  When developing brochures and print ads, screening photos for such gestures will keep marketers from making embarrassing or disastrous design decisions.  Phillips also explains that facial expressions do not have the same impact on the viewer’s interpretation of advertisements in various cultures. In western cultures facial expressions are very important when communicating ideas.  However, in eastern cultures people try to display consistent facial expressions.  In these cultures subtle changes in tone and inflection take the place of facial expressions.  Ads filled with smiling faces may have less impact on the viewer in Asian countries.      

http://www.mrmediatraining.com/index.php/2011/11/15/body-language-isnt-equal-cultural-differences-matter/

The Truth Hurts?

The truth can be quite painful, when it is actually the truth. Despite the pain and suffering it may cause, however, it is an integral part of marketing and advertising. Although the lines have been blurred between fact and fiction in recent years with exaggerations from advertisers, there is still a legal, compelling stature making it illegal to lie- or even mislead with the truth.

The federal Trade Commission Act is one piece of protection implemented by Congress to protect the American people from these untruths so often visible in advertising. (The Poznak Law Firm further outlines more of the regulations in its Basics in False Advertising.)

A recent campaign ad, released by the republican presidential nominee Mitt Romney, may be latest target for legal actions with regards to false advertising. The first TV ad from his campaign, dissected in an article on Adage, has "pulled a blatant fast one (on the public)." Discrepancy occurred when Romney used a clip from then candidate Obama's speech in which he stated that we "need to quit talking about the economy." Mr. Obama did in fact say this. However, he clearly stated it as a quote from republican presidential nominee John McCain in one of his earlier speeches.

Campaigns get ugly. The attacks get vicious, but we must be able to observe these advertisements and commercials knowing they hold some level of truth and integrity. The First Amendment was granted to give us freedom of speech, however, if it is only lies and falsehoods being displayed, how are we as the public any better off or any more protected? The statutes enacted by Congress were done so to give us freedom, freedom to watch an ad or read a magazine knowing that what we are consuming is factual and credible, not filled with deceptions and distortions. Unfortunately, it looks as if Mr. Romney is going to have to recant the title of his book and offer the American people a very large apology.

Word-of-mouth marketing

Jonathan Kay, the ambassador of buzz at Grasshopper, and award-winning virtual phone system for small businesses, created a buzz department. He generated more than 500 mentions of Grasshopper in premier media outlets such as The Wall Street Journal, the Associated Press, TechCrunch, Mashable, Forbes, Inc. magazine and Fast Company. More than a third of the Grasshopper signups come from word-of-mouth referrals.

Mr. Kay uses guerrilla marketing, PR, business development, community management and word-of-mouth marketing. The buzz department builds and cultivates valuable relationships through high-level engagement and simple things, like listening and actually caring.

The basic idea is to reach the important few, creating an army of brand loyalist. He indicates social media is a learned skill and not difficult to teach. Actively talking and listening to customers is your best marketing strategy. He states if you show you care to the few, they will endorse your product by word-of-mouth to their friends and so on. Leaving a positive impression will bring dividends to your company.

http://www.openforum.com/articles/the-art-of-creating-buzz?intlink=us-openf-nav-gallery

Consistent Experiences

As the amount of online traffic and purchases increase, marketers feel more pressure to provide a shopping experience that is consistent with that of brick and mortar stores.  Companies also want to achieve similar sales and integrate personal selling methods into their online storefronts.  Using well planned IMC can deliver the same message through all marketing channels, but each channel has its own distinct advantages and disadvantages for the customer.  Companies may also receive different benefits from each marketing channel.

Katie Lombardi mentions one such situation in her post.  The ability to upsell does not translate well to online sales.  Many search methods are centered on finding the desired product at the best price, regardless of the website.  Online shoppers who are first time purchasers or gift buyers may not know about upgrades or accessories.  Customers that have some familiarity with the products may still fail to see the advantages of product upgrades.  Personal selling still holds an edge over online retail in this situation.

Online sales will always fall short when trying to draw business from social shoppers.  Some people simply enjoy the shopping experience and the company of others.  The ability to talk to a sales person and ask for opinions is hard to replicate online. 

Online sales also fall short versus brick and mortar when learning styles are taken into account.  A customer that has a tactile learning style will not purchase various items without being able to touch them.  They need to feel how they work or investigate the construction of the product.  Marketers should provide the most consistent shopping experience possible, while realizing some customers will provide better sales in different channels.

http://tinyurl.com/76ktcwm        

Privacy In Social Media

Last week a federal judge ordered twitter to turn over account information on three people who are being investigated due to their links to WikiLeaks.

This can be seen as a loss of privacy. When we think of facebook and twitter and other social media network, we think of everyone sharing their personal information with others. But we do have the options of privacy on these social networks. We trust these networks to keep what we want to be private, private.

Now investigators are able to recover information from accounts whenever they please if they think it is going ot help their case.

What all should people be sharing online? Are things like Twitter and facebook helpful or hurtful in our every day lives?

The Turkey has officially lost to the toys. For years Christmas has loomed over its Turkey themed cousin with the shopping bonanza known as Black Friday taking place the day after Thanksgiving, but now a new level of intrusion has arrived. Before marketing ads for this massive Christmas shopping spree began in early November. The competition to be the store first on every ones shopping list has gone to new levels. Instead of the traditional suspenseful opening taking place in the wee hours of the morning, many retailers have decided to open even earlier: at Midnight of that morning. For starters Target, Kohl’s, Best Buy, Macy’s and others are following the trend while other company’s  like Toy’s R’ Us’ and Wal- Mart are opening at 10PM on Thanksgiving night. This action begs the question: is this invasion of an important national and social holidayjustifiable to the employees and consumers it affects?

               Some major retailers are already feeling the backlash from their decision make their employees cut their holiday short to benefit the brand. For instance, a few Targetemployees have started a petition seeking 50,000 signatures to show the company their outrage. The petition reads:

“A midnight opening robs the hourly and in-store salary workers of time off with their families on Thanksgiving Day. By opening the doors at midnight, Target is requiring team members to be in the store by 11 p.m. on Thanksgiving Day. A full holiday with family is not just for the elite of this nation — all Americans should be able to break bread with loved ones and get a good night's rest on Thanksgiving!”

               For example one Target employee in Omaha, Nebraska said the decision negatively impacts him because he would have to leave Thanksgiving dinner with his fiancée’s family so he could sleep before starting a shift around 11 p.m. on Thanksgiving, followed on Friday by a shift at his other job, at OfficeMax.

The employees are not alone in voicing their displeasure; even consumers are showing their outrage for the new trend.  One previous Black Friday enthusiast said what retailers were doing was crossing the line:

“I just don’t think that’s good business, in a sense, to make your employees come in on one of the biggest holidays of the year and cut their family time short. With the economy the way it is, no one’s going to say, ‘I’m not going to do that, I’m going to quit or get fired over it.”

                 However, CEO’s and managers say that their hands are tied: "We're trying to stay ahead of the curve... I don't like the fact I have to come in on Thanksgiving,but when you work in retail it's the nature of the beast.” But even with this rational is the decision for businesses to cut into a major holiday associated with football and family a smart move for the image of Black Friday and the effects it has on consumers and employees alike? I personally don’t think so. By having Black Friday cut into Thanksgiving you are isolating your consumers and forcing them to make the decision: Family or Bargain? Having Black Friday at 5AM allowed consumers to enjoy their traditional Thanksgiving with their families: separating Thursday as a day of family and Friday as a day to shop. However, by having the sales 5 to 8 hours earlier, companies are forcing their consumers to choose between the two.  Forcing consumers and employees into a corner to make decisions is not smart PR or Advertising. Black Friday will still be one if not the biggest shopping days of the year, but the decision to downplay Thanksgiving for a sales edge is still unsettling.

Resources Consulted:

http://adage.com/article/editorials/retailers-black-midnight-verges-black-hearted/230969/

http://consumerist.com/2011/11/target-employees-fight-back-against-stores-plan-to-open-thanksgiving-night.html

http://www.nytimes.com/2011/11/11/business/some-consumers-object-to-sales-on-thanksgiving.html?_r=1&scp=3&sq=black%20friday&st=cse

Branded Marketing - Webisodes

Branded Marketing is nothing new. When radio stories were popular they included brand names within the story. Branded Marketing is making a comeback, but on a different platform: the internet.

Web Series, also known as Webisodes, are growing in popularity as marketers are striving to find alternative ways to reach new audiences. According to Stuart Elliott of the NY Times, print and radio ads have lost their catch to some consumers and commercials don’t engage them. However, educational or entertaining webisodes can grab a consumer’s attention while promoting a product.

Ellen Liu is the media director at Clorox Company. “[Webisodes] extend our reach,” Liu said. Accoding to Liu, webisodes have the unique ability to provided a “Higher level of engagement.”

Mashable’s Todd Wasserman reports on the upcoming Clorox web series “Supermoms” which intends to “seamlessly integrate products” into the story line.

For a glimpse at an already existing Branded Marketing webisodes, check out this video for Maybelline’s “The Broadroom”. Another example of an informative web series would be Hidden Valley's "Garden Party".

This is an interesting idea. As a I read about the existing webisodes, I thought to myself, “Why doesn’t Anheuser Busch do a webisodes with Budweiser?” Budweiser obviously puts a large amount of creativity and entertainment value into their Super Bowl advertisements. So would webisodes work for the company? Would the company be able to extend the 30 to 60 second long ads to an entire web series?

There are other concerns with this as well. What does it take to get consumers to watch your webseries? Is it funny without saying buy, buy, BUY!? How do consumers learn about webisodes if they do not visit the products website often?

I think there are some great ideas behind Branded Marketing on the internet and that this form of product communication has the potential to take off in a big way. However, there still seem to be some questions in my mind surrounding the effectiveness of such a medium.

Keep Learning

Strolling the internet trying to find a good topic for this blog I came across the following from Article Network written by Murri Kresse.http://bit.ly/uqMVsL He points out how IMC will forever be changing and evolving no matter how soon we walked out of college with a degree. Not only will marketing be changing but sites such as Facebook will continue to become more invovled with business and contacts than simply a way to monitor family and friends. As sites as Facebook, Twitter and Linkedn continue to expand the need for more integration in the company marketing campaign will only increase. We can no longer escape our daily jobs by punching a time clock. We now must understand that our work person is tied to our Twitter name also and with that the entire company can be seen through one employee. Marketers must now understand the value of teaching and training employeess the ideas of constantly being in the public eye and representing the image of the company.

Take a Risk

When avoiding homework, the internet is a great distraction! I came across a blog post that sparked my interest. http://www.vitaminimc.com/2011/11/the-future-for-marketers-shopper-and-digital-marketing-converge/   Katie had some really good points about the social media marketing tools and e-commerce. She had mentioned the over whelming amount of articles and blog posts about using social media and the internet for marketing. There are articles on what to do, what not to do, what sites to use, and what social media to stay away from, etc. Unfortunately the internet and social media are not going to magically sell the product for you. They are just tools for marketers to use, but you have to learn how to use them for your target audience and your product. You can read 1,000 articles on what to do, but until you try it for your product, you will never know what will work properly. Yes, trial and error is the true and brutal test, but you will remember what you learn better than reading any article. I am not saying the articles or information out there are not to be trusted. I am saying that some of the best marketers in the world were willing to take a risk, and take another until they got it right. Humans are not perfect and they are not expecting perfection in advertisement; they just want to know why your product is perfect for them. So take a risk and use social media; it may pay off big time!!

Consistency is Still Important | Beneath the Brand

Once a brand is established customers and clients will become accustomed to it, any modifications could indicate a change in perception of the product and not welcomed by the customer. First impressions that differentiate you from your competitors help to build loyalty and trust among customers, any major changes could drive those customers to their competitors.
Companies want to make sure you recognize their products, so with consistent branding this allows the customer to distinguish your benefits from another company. If you must impose changes to your image, make sure do incorporate the changes gradually. http://www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=12187

QR (Quick Response) Codes are making today’s marketing more integrated than ever before.

QR codes work on print ads, packaging, labels, postcards, etc. Heinz Ketchup has even added a QR code to the labeling on the actual ketchup bottle. “Mobile tech company Mobio Technologies recently reported that QR code scanning in North America increased almost 10,000% from the second quarter of 2010 to this year's second quarter,” says David Henkel, President, Johnson & Quin (http://bit.ly/vghs3z).

Why do these QR codes work as part of a media mix? Effectively used QR codes can help showcase the benefits of a product. For example, Elmer’s uses QR codes on their packaging for their adhesive products. Scanning the QR code on a bottle of wood glue for example will drive you back to their website showing videos of the product in use, best practice, and much more practical advice. QR codes can work as a mini-consumer report accessible with a simple scan.

Visitors’ bureaus’ have started using QR codes in their marketing efforts allowing readers to access additional information on lodging, events, local forecasts, and even travel information.

David Henkel discusses the importance of tracking the ROI on the QR code.

When using QR codes, be sure your service provider or the software programs you use allow for a robust tracking system. Good tracking programs can determine how many QR code scans happened each day, the times of those scans and the locations. Back-end reporting becomes even more detailed when a prospect interacts with a customized microsite through a PURL and engages with your brand.”

QR codes might soon be found in all facets of life. They could start appearing on all labels of clothing showing more details on the textiles used in the garment, or even washing instructions with a step-by-step guide. The codes could even be found in car manuals, showing people how to fix or maintenance various car components with how-to videos. This form of marketing is too new to predict the infinite possibilities.

Image source: QR Code image created by Salvatore Vuono