You've heard about this idea: using food-vending trucks to burnish brands. Its an OOH strategy that's been written about and employed for months.
The fact that the NYT wrote a piece last week is only because a Forbes blogger wrote about it the week before, and that posting was preceded by a dozen other media observations over the past year.
That said, you know its a really great idea when Trojan takes over a bunch of independent trucks hawking fresh oysters and clams on the half shell!
No, it hasn't happened yet. Here's a Shout Out to Bruce Fleming at Church & Dwight: We'd be happy to execute that strategy on your behalf! Oh Boy!--we can think of plenty of easy-to-swallow brain teasing tag lines for that campaign!
Friday, December 03, 2010
Monday, November 15, 2010
Social Media and Corporate Communications: The Genie is out of the Bottle
For all of those companies large and small that now embrace the use of social media apps to extend their brand image and brand message, you're no doubt employing dedicated marketing teams composed of 20-somethings to tweet away (and respond to twits that are bad-tweeting you), as well as manage facebook/your-company-name pages, and other social media messaging.
For those of you that are encouraging your employees to use these same tools via their personal facebook pages, or their personal tweets, well, the genie is out of the bottle. You've now abrogated control of the message and the mood, and you're hoping that your employees are savvy enough to insert the appropriate messages on behalf of your company (without having been subjected to a training program specific to "how to position us via social media platforms).
Lets not forget about employees that might be using social media apps to vent their frustrations, or perhaps leak certain bits of corporate intelligence that's not intended for distribution outside the company's four walls.
There are a growing number of third-party applications that can deliver social media messages via a single dashboard, and can therefore log who is saying what from inside your company. More common: applications (very inexpensive) that sniff across the internet and locate any/all messages that pertain to your brand. "Engage121" is one good example...
Obviously, consumer brands should view these monitoring apps as a must have. For financial service companies, or any other enterprise that's regulated by government entities, the ability to keep your finger on the pulse of who is chattering (or tweeting) about your brand, what they're saying, and why they're saying it is integral to maintaining your competitive edge.
In the old days, they called it Business Intelligence. In today's world, its simply Smart Business.
Nextpoint's "Cloud Preservation" app and "SocialLogix" are just two software companies that purportedly provide these types of tools.
For those of you that are encouraging your employees to use these same tools via their personal facebook pages, or their personal tweets, well, the genie is out of the bottle. You've now abrogated control of the message and the mood, and you're hoping that your employees are savvy enough to insert the appropriate messages on behalf of your company (without having been subjected to a training program specific to "how to position us via social media platforms).
Lets not forget about employees that might be using social media apps to vent their frustrations, or perhaps leak certain bits of corporate intelligence that's not intended for distribution outside the company's four walls.
There are a growing number of third-party applications that can deliver social media messages via a single dashboard, and can therefore log who is saying what from inside your company. More common: applications (very inexpensive) that sniff across the internet and locate any/all messages that pertain to your brand. "Engage121" is one good example...
Obviously, consumer brands should view these monitoring apps as a must have. For financial service companies, or any other enterprise that's regulated by government entities, the ability to keep your finger on the pulse of who is chattering (or tweeting) about your brand, what they're saying, and why they're saying it is integral to maintaining your competitive edge.
In the old days, they called it Business Intelligence. In today's world, its simply Smart Business.
Nextpoint's "Cloud Preservation" app and "SocialLogix" are just two software companies that purportedly provide these types of tools.
Neuromarketing 101-Making Ads That Whisper to the Brain
Three weeks ago, (via LinkedIn update) we spotlighted an interesting text book "The Buying Brain," authored by A.K. Pradeep, the founder/ceo of NeuroFocus, and detailing the science of neuromarketing within the world of advertising and brand strategy.
Lo and behold, this Sunday's NY Times afforded writer Natasha Singer a half-page in the Business Section ("Slipstream") to report on this exact same burgeoning science. OK, we're not saying that we're prescient per se, merely that we're pretty good on keeping our finger on the pulse of techniques that might be game changers.
What is neuromarketing? At its most basic, engineers are utilizing brainwave responses to certain stimuli, and these responses purportedly mitigate the need to conduct traditional [and arguably unreliable] focus studies with respect to the success (or lack of) specific advertising creative developed by ad agencies.
For example, scientific brainwave studies have determined that print ads (and consumer package labels) trigger the most important responses when they include photo elements, and when said images are placed to the left, and syntax (copy) are placed to the right.
Another finding: "novelty" within ad design is a winning approach. JetBlue is a brand that wins awards for novelty...messages that inspire thought, humor, ambiguity, and even those that intentionally incorporate "error" are, according to "marketing neurologists", considerably more effective than plain vanilla mainstream ads that might have been conceived by Don Draper's uncreative counterparts.
"Buying Brain" dedicates several chapters to what works and what doesn't when marketing to the most sought after demographic: Moms. To my friends at MomsTown.com; this book should be required reading for you and your mayors!
Lo and behold, this Sunday's NY Times afforded writer Natasha Singer a half-page in the Business Section ("Slipstream") to report on this exact same burgeoning science. OK, we're not saying that we're prescient per se, merely that we're pretty good on keeping our finger on the pulse of techniques that might be game changers.
What is neuromarketing? At its most basic, engineers are utilizing brainwave responses to certain stimuli, and these responses purportedly mitigate the need to conduct traditional [and arguably unreliable] focus studies with respect to the success (or lack of) specific advertising creative developed by ad agencies.
For example, scientific brainwave studies have determined that print ads (and consumer package labels) trigger the most important responses when they include photo elements, and when said images are placed to the left, and syntax (copy) are placed to the right.
Another finding: "novelty" within ad design is a winning approach. JetBlue is a brand that wins awards for novelty...messages that inspire thought, humor, ambiguity, and even those that intentionally incorporate "error" are, according to "marketing neurologists", considerably more effective than plain vanilla mainstream ads that might have been conceived by Don Draper's uncreative counterparts.
"Buying Brain" dedicates several chapters to what works and what doesn't when marketing to the most sought after demographic: Moms. To my friends at MomsTown.com; this book should be required reading for you and your mayors!
Monday, November 01, 2010
#Negative PR is a Positive? Yes. No. Maybe.
There’s no such thing as bad publicity — better that people are talking about your brand than not, period..
An old cliche, for sure. And, its topic that's inspired great spirited debate (often over late afternoon spirits) for generations of Madmen. Its even one that this blogger subscribes to most days of the week.
A must read article on the age-old question “Can negative publicity actually have a positive effect?” can be found by Rob Walker in this past Sunday's NYT Magazine section.
Walker's article--which references a recent scientific study on the topic, strikes to the heart when reflecting on a recent GAP Inc. PR episode; one in which the icon clothier took steps to make a dramatic change to their corporate logo, and encountered big blow back from fans. Taking two steps back, GAP then announced they would not in fact change the logo (despite having spent only how much cash on a brand re-burnishing initiative.
Walker posits: "What’s the real impact of such a P.R. misstep? Marketing and business experts constantly warn about the dangers of ending up on the wrong side of public opinion, particularly in the age of social media, when gripes and mockery seem to explode overnight.."
You don't have to be Lloyd Blankfein to click on the title link to read the full article..(Hats off to Rob Walker!
An old cliche, for sure. And, its topic that's inspired great spirited debate (often over late afternoon spirits) for generations of Madmen. Its even one that this blogger subscribes to most days of the week.
A must read article on the age-old question “Can negative publicity actually have a positive effect?” can be found by Rob Walker in this past Sunday's NYT Magazine section.
Walker's article--which references a recent scientific study on the topic, strikes to the heart when reflecting on a recent GAP Inc. PR episode; one in which the icon clothier took steps to make a dramatic change to their corporate logo, and encountered big blow back from fans. Taking two steps back, GAP then announced they would not in fact change the logo (despite having spent only how much cash on a brand re-burnishing initiative.
Walker posits: "What’s the real impact of such a P.R. misstep? Marketing and business experts constantly warn about the dangers of ending up on the wrong side of public opinion, particularly in the age of social media, when gripes and mockery seem to explode overnight.."
You don't have to be Lloyd Blankfein to click on the title link to read the full article..(Hats off to Rob Walker!
Wednesday, October 20, 2010
White House Embraces Online Corporate Videos aka "Sizzle Reels":
However self-serving this posting might seem to those professional service firms that the author has solicited (to produce sizzle reels for their respective web sites (and large audience presentations), per story in today's NYT the fact that the White House is now embracing this strategy should speak volumes to those that have been deaf to my "screaming".
I'm not opining on the content of White House Economist Austin Goolbee's presentation, even if Austin shares my penchant for doing stand-up comedy. [Economists, in my humble opinion, rank right up there with stock traders that rest their laurels on technical analysis; they're chart readers. Charts and graphs tell you what happened yesterday, but are not necessarily accurate road maps to what's going to happen tomorrow.
See my post "Don't Be a Twit.." to appreciate that we've frequently been in the advance army when it comes to embracing new media applications for businesses. The clip below is just another piece of illustrative evidence as to the relevance and importance of using video to broadcast your message in today's world.
I'm not opining on the content of White House Economist Austin Goolbee's presentation, even if Austin shares my penchant for doing stand-up comedy. [Economists, in my humble opinion, rank right up there with stock traders that rest their laurels on technical analysis; they're chart readers. Charts and graphs tell you what happened yesterday, but are not necessarily accurate road maps to what's going to happen tomorrow.
See my post "Don't Be a Twit.." to appreciate that we've frequently been in the advance army when it comes to embracing new media applications for businesses. The clip below is just another piece of illustrative evidence as to the relevance and importance of using video to broadcast your message in today's world.
Monday, October 18, 2010
Social Media Networking: In the words of Scott McNealy
Sun Micro System's founder Scott McNealy was prescient when he said back in the early 1980's:
"..The network is the business, the network is the future, and the network is what matters."
Although McNealy was referencing the power of network computing [devices] as opposed to the power of social networking, that same phrase has become the driving force for the Internet's most powerful utility.
"..The network is the business, the network is the future, and the network is what matters."
Although McNealy was referencing the power of network computing [devices] as opposed to the power of social networking, that same phrase has become the driving force for the Internet's most powerful utility.
Friday, October 15, 2010
Quant Marketers and Black Boxes Replacing Mad Men??
Since our theme for several of the past postings has focused on social media apps from the perspective of MadMen marketers, Bloomberg LP's Ryan Flinn wins the coverage award of the week in connection with the story he filed today: Marketers Mine Facebook, Twitter Posts to Duck Brand Snafus
Ryan Flinn's story: profiling a contest sponsored by a consumer product company soliciting quant-centric marketing companies that would mine social network messages to determine the answer to what is seemingly a simple question: "Why do men wear stuble?"...The hoped-for prize: a slug of new contracts from the consumer product company for the quant company that demonstrates the greatest skill at delivering top analysis of granular messages purged from social media sites...
I thought I knew the answer to the $64 million question right away. As plain as the nose on my face..or our face. Let's see...men have stubles because the recession is forcing men to cut back on shaving cream so they don't have to cut their facial hair..?? mmmm...men wear stuble because women say it feels good on their...?? whatever. mmm...men wear stuble because its something they can scratch in public, without making a scene.. ?? I'm thinking...nah!...that's not why men wear stuble!
But before shouting out my answer to my computer screen, I wanted to get scientific back-up, so I reached out to (8) gals in my network..living in different parts of the country and ranging in age from 18-55; pretty much the same profile/demographic of the social media applications that were interrogated by a two-ton computer system.
The answer I came up with was [not surprisingly] the same answer provided by the winner of the above-noted contest.
The moral to the story? For brand marketers reading this snippet: it could have merely cost you 2 hours of my time (a fraction of the cost of the study's undertaking, and a fraction of the cost of future 'market research' that you'll be investing in) to get the same answer that Hal the Computer can deliver.
Don't get me wrong; I'm a traditional madman, but I also love granular data and black boxes; their utility is confirming what intuitive experts have concluded. Spend wisely, not lavishly.
Thursday, October 14, 2010
Don't be a Twit..Tumble Instead
Well, I hate 'blogging more than a few times a week, no less twice in one day, but it was a slow day today, and this comment deserved its 15 seconds of fame while its still fresh:
Some of my peeps from the ‘old days’ remember me saying “if you don’t have a website, you don’t have a business!”….gee..did I put my age on my sleeve?
Then, a few years ago (think 2006 time period)…before it was popular with some of my popular ‘business world’ friends..I ranted “you need to have a blog!!”
And, in early ’08..when it was already popular with the masses, I gave in, and suggested to my wingtip pals that they should Tweet…(most called me a twit..simply because there’s no real ROI..)
Btw…I grudgingly have a Facebook account..but rarely update it…some things even I won’t do!
Ok..whatever…but according to this story from the NY Times…the Tweeters with wingtips (including former US Secretary of Labor Robert Reich) are now dropping out of twitter, and blasting their gas from Tumblr.com…
Why?...among other reasons: it supports rich media applications (think "video" and audio clips!)..and video clips is an app that's been killer since...well, since the time Television was introduced...duh..
#Red Bull (y): Believing Your Own Bull Can Blow Up Your Brand
Per link to WSJ story profiling a lawsuit brought by promotional idea-man Dan Hogan against Red Bull, the elixir to the under-energized.
Four years ago, Hogan apparently supplied Red Bull execs with the idea for a publicity stunt, one in which someone breaks all records and sky-dives from the stratosphere--20 miles high to be exact, in a NASA suit. According to the lawsuit, after Hogan presented the idea, and then exchanged multiple emails and letters re: the logistics of the stunt, fee agreements etc, Red Bull purportedly told Hogan to go fly a kite..and lo and behold, four years later, introduced the promotion (still pending) as if it were their own concoction.
Before another brand starts drinking its own juice and becomes intoxicated with a sensation of IP energy, and forgets that good will is its most precious asset:
Rule #1..Stay sober when it comes to stealing infringing on other people's ideas..However well or poorly-documented the "agreement" between Hogan and Red Bull might be, Bull's allowing the dispute to escalate to the point of litigation covered by the media is dumber than jumping out of a plane without a parachute....
I don't drink the stuff, but if I did, and if I were a tree-hugging brand loyalist and heard about the dispute, I'd automatically conclude that Bull bullied the idea creator, only because they think they can. I'd then take all of those cans and pour them down the drain.
Four years ago, Hogan apparently supplied Red Bull execs with the idea for a publicity stunt, one in which someone breaks all records and sky-dives from the stratosphere--20 miles high to be exact, in a NASA suit. According to the lawsuit, after Hogan presented the idea, and then exchanged multiple emails and letters re: the logistics of the stunt, fee agreements etc, Red Bull purportedly told Hogan to go fly a kite..and lo and behold, four years later, introduced the promotion (still pending) as if it were their own concoction.
Before another brand starts drinking its own juice and becomes intoxicated with a sensation of IP energy, and forgets that good will is its most precious asset:
I don't drink the stuff, but if I did, and if I were a tree-hugging brand loyalist and heard about the dispute, I'd automatically conclude that Bull bullied the idea creator, only because they think they can. I'd then take all of those cans and pour them down the drain.
Tuesday, October 12, 2010
Social Media Strategies For Dummies-Out of the Mouth's of Babes!
From a marketing strategy perspective, social networking aka social marketing is mystifying to many marketers, especially the grey beard marketing "pros' that are struggling to remain relevant in a world ever-more populated with 20 and 30-something's that are rapidly displacing the old guard sitting in corner offices (think "mad men").
Before continuing, I like to think that I sit on the cusp; I'm a grey beard, but for the past 15+ years, I've been labeled a visionary by many peers for leveraging a host of new media applications on behalf of clients.
That said, I've also been scratching my head for quite a while re: the marketing/branding efficacy and ROI of making a major shift (time/resources/ad spend) to the Facebook's and Twitter's of the world.
I try to avoid Facebook, not only because my 20-something daughter often cringes when she notices that her friends have "friended" me, but because I don't know anyone--within her universe, or mine, that responds to advertising or solicitations on social networks.
At the outset, I was necessarily perplexed by the non-existence of revenue models of these networks..as it took quite a while before Facebook and Twitter and the others introduced advertising apps for marketers.
I, for one have experienced [almost] zero returns from cpm ad campaigns on the internet. A total and complete waste of time if you ask me, unless of course those campaigns encompass a multitude of similar-demographic sites, and are further complimented by ad campaigns within traditional and out-of-home media.
Note: CPC campaigns are justifiable..
In any case..as a group member to various LinkedIn groups (for those that just landed on Planet Earth, LinkedIn is one of the leading social media sites catering to business professionals) I noticed a question posed within a marketing group--one presented by another grey beard and struggling to understand social media apps, so that he can advise his clients accordingly.
The best answer came from a Lauren Berger , a lovely young lady that provided great guidance. Lauren is currently a marketing exec for a major auto dealership in the midwest. My guess is she will be reporting next from a corner office at Digitas...or at least that's my hope!
Note: As much as everyone seems to gravitate to the gravitas exuded by the B-school hipsters that can be found inside the marketing cubicles of all the major ad agencies and Fortune brands, Lauren has neither top school pedigree, nor has she interned, or worked in the digital marketing dept of a major corporation or major agency. I say that her guidance is spot-on, rational, and better than any advice that jibber jabber consultants can offer to clients....here it is:
There are plenty of resources you can use to self-educate yourself. Websites like Mashable.com, DoshDosh.com and SocialMediaToday.com are great for information on general practices, news and the specific applications you can use. Then there are the experts like Mari Smith (Facebook) or Lewis Howes (LinkedIn) who offer blogs, webinars and podcasts on their areas of expertise. There is no dearth of free information, if you have the patience to wade through it.
If you have no idea where to start, then a professional may be your best bet. There are plenty out there (Recession = Social Media Expert boom?) so keep an eye out for the following criteria in your search:
1. An understanding of tracking and analytics. Anyone who tells you that you "can't determine ROI from social media" shouldn't call themselves an expert. You can track page hits, bounce rates, conversation and buzz. You can even "engineer" a testable situation - give out a coupon code for Facebook customers, for instance, and see what kind of results and feedback you get from customers.
2. A firm grasp of SEO. No one will read your blog post if it shows up on the 4th page of Google search results.
3. A comprehensive stable of social media application knowledge. Any consultant worth their salt will know how to use the heavy hitters such as Wordpress, Facebook, YouTube or Twitter. It takes a true maven to be able to effectively use secondary apps and add-ons like Stumble Upon, TweetDeck, etc. to maximize efficiency.
4. A fundamental understanding of the purpose of social media. A good consultant will know how to not just market to, but engage your clients in conversation. The key word is social - you aren't trying to blindly throw info at your potential and current customers. You are trying to create brand advocates, who will be passionate about your product and people.
5. A command of strategy. Your social media action plan will vary according to your need. What may work for you won't necessarily work for someone else.
I hope this is helpful, I'm happy to help any other way I can. Feel free to DM me if you have any questions!
Before continuing, I like to think that I sit on the cusp; I'm a grey beard, but for the past 15+ years, I've been labeled a visionary by many peers for leveraging a host of new media applications on behalf of clients.
That said, I've also been scratching my head for quite a while re: the marketing/branding efficacy and ROI of making a major shift (time/resources/ad spend) to the Facebook's and Twitter's of the world.
I try to avoid Facebook, not only because my 20-something daughter often cringes when she notices that her friends have "friended" me, but because I don't know anyone--within her universe, or mine, that responds to advertising or solicitations on social networks.
At the outset, I was necessarily perplexed by the non-existence of revenue models of these networks..as it took quite a while before Facebook and Twitter and the others introduced advertising apps for marketers.
I, for one have experienced [almost] zero returns from cpm ad campaigns on the internet. A total and complete waste of time if you ask me, unless of course those campaigns encompass a multitude of similar-demographic sites, and are further complimented by ad campaigns within traditional and out-of-home media.
Note: CPC campaigns are justifiable..
In any case..as a group member to various LinkedIn groups (for those that just landed on Planet Earth, LinkedIn is one of the leading social media sites catering to business professionals) I noticed a question posed within a marketing group--one presented by another grey beard and struggling to understand social media apps, so that he can advise his clients accordingly.
The best answer came from a Lauren Berger , a lovely young lady that provided great guidance. Lauren is currently a marketing exec for a major auto dealership in the midwest. My guess is she will be reporting next from a corner office at Digitas...or at least that's my hope!
Note: As much as everyone seems to gravitate to the gravitas exuded by the B-school hipsters that can be found inside the marketing cubicles of all the major ad agencies and Fortune brands, Lauren has neither top school pedigree, nor has she interned, or worked in the digital marketing dept of a major corporation or major agency. I say that her guidance is spot-on, rational, and better than any advice that jibber jabber consultants can offer to clients....here it is:
There are plenty of resources you can use to self-educate yourself. Websites like Mashable.com, DoshDosh.com and SocialMediaToday.com are great for information on general practices, news and the specific applications you can use. Then there are the experts like Mari Smith (Facebook) or Lewis Howes (LinkedIn) who offer blogs, webinars and podcasts on their areas of expertise. There is no dearth of free information, if you have the patience to wade through it.
If you have no idea where to start, then a professional may be your best bet. There are plenty out there (Recession = Social Media Expert boom?) so keep an eye out for the following criteria in your search:
1. An understanding of tracking and analytics. Anyone who tells you that you "can't determine ROI from social media" shouldn't call themselves an expert. You can track page hits, bounce rates, conversation and buzz. You can even "engineer" a testable situation - give out a coupon code for Facebook customers, for instance, and see what kind of results and feedback you get from customers.
2. A firm grasp of SEO. No one will read your blog post if it shows up on the 4th page of Google search results.
3. A comprehensive stable of social media application knowledge. Any consultant worth their salt will know how to use the heavy hitters such as Wordpress, Facebook, YouTube or Twitter. It takes a true maven to be able to effectively use secondary apps and add-ons like Stumble Upon, TweetDeck, etc. to maximize efficiency.
4. A fundamental understanding of the purpose of social media. A good consultant will know how to not just market to, but engage your clients in conversation. The key word is social - you aren't trying to blindly throw info at your potential and current customers. You are trying to create brand advocates, who will be passionate about your product and people.
5. A command of strategy. Your social media action plan will vary according to your need. What may work for you won't necessarily work for someone else.
I hope this is helpful, I'm happy to help any other way I can. Feel free to DM me if you have any questions!
Saturday, October 02, 2010
Torching A Brand: FAO Schwarz Case Study
Several months ago, a LinkedIn.com member posited the question to a group of professional marketers: "In one sentence, what's the definition of marketing?". 600+ respondents proffered their opinions; more than 500 failed to stay within the one-sentence guideline. Our answer was "Marketing is about connecting the tag line to the bottom line.."
You ask, "What does that have to do with the title to this posting?"...
If there was ever a case study in how to torch an iconic brand, it might very well be found in the corporate marketing files of the those that have steered FAO Schwarz brand over the past five years.
With silver spoon in mouth, I was an FAO customer throughout my less-than-impoverished youth. After all, FAO was the uber-luxe destination for 2-12 yr olds for two generations. Growing from a single venue in New York, to multiple stores throughout the country, FAO did what many other retailers did during the go-go days...they tried to introduce their brand to the masses.
Then came the new normal economy, and the concept of $1000 life-sized teddy bears and $2000 dinosaur-sized toy pianos became less than normal, and FAO Schwarz was sent into the critical care unit.
First, management tried exporting the brand to other countries, then, after being acquired by private equity firm DE Shaw--a group that caters to the ultra high-net-worth investor and institutional portfolio managers, it closed down stores that were bleeding, including the Las Vegas venue, until there was only the NYC flagship. Then they closed that store and reopened it 4 months later after extensive 'renovations'.
In May 2009,after the Toy Czars at "ToysRUS" acquired the brand in bankruptcy, the marketing gurus at ToysRUS are now introducing FAO 'pop-up stores' within the four walls of a retail chain that is targeted to the masses.
I'm sorry--marketing geniuses need to understand that in order to survive, certain brands must maintain limited elasticity. This means they should not be and cannot be 'expanded.'. By doing so, you completely dilute the heritage and exclusive nature of the brand itself.
Sure, many retail "experts" dream about having more stores than McDonald's, but the fact is, its not the size, its the motion that maintains the profit/revenue momentum.
I'm a fan of pop-up stores, but why didn't anyone pursue a deal with the people at Neiman Marcus, or Bloomingdale's, and open FAO pop-up stores in those, up-scale venues?--as opposed to denigrating the brand with an effort to insert this icon within the equivalent of a Sear's store. (No disrespect to ToysRUS, but let's face it, your appeal is to the masses, and you consider WalMart a competitive threat)
The methodology of KISS (Keep It Simple Stupid) applies to every business model. Growing revenue is a great goal, but this writer suggests that too much of anything is no good, and too many don't realize that growth isn't the end all and be all; maintaining profitability and hence, brand value is what its all about.
You ask, "What does that have to do with the title to this posting?"...
If there was ever a case study in how to torch an iconic brand, it might very well be found in the corporate marketing files of the those that have steered FAO Schwarz brand over the past five years.
With silver spoon in mouth, I was an FAO customer throughout my less-than-impoverished youth. After all, FAO was the uber-luxe destination for 2-12 yr olds for two generations. Growing from a single venue in New York, to multiple stores throughout the country, FAO did what many other retailers did during the go-go days...they tried to introduce their brand to the masses.
Then came the new normal economy, and the concept of $1000 life-sized teddy bears and $2000 dinosaur-sized toy pianos became less than normal, and FAO Schwarz was sent into the critical care unit.
First, management tried exporting the brand to other countries, then, after being acquired by private equity firm DE Shaw--a group that caters to the ultra high-net-worth investor and institutional portfolio managers, it closed down stores that were bleeding, including the Las Vegas venue, until there was only the NYC flagship. Then they closed that store and reopened it 4 months later after extensive 'renovations'.
In May 2009,after the Toy Czars at "ToysRUS" acquired the brand in bankruptcy, the marketing gurus at ToysRUS are now introducing FAO 'pop-up stores' within the four walls of a retail chain that is targeted to the masses.
I'm sorry--marketing geniuses need to understand that in order to survive, certain brands must maintain limited elasticity. This means they should not be and cannot be 'expanded.'. By doing so, you completely dilute the heritage and exclusive nature of the brand itself.
Sure, many retail "experts" dream about having more stores than McDonald's, but the fact is, its not the size, its the motion that maintains the profit/revenue momentum.
I'm a fan of pop-up stores, but why didn't anyone pursue a deal with the people at Neiman Marcus, or Bloomingdale's, and open FAO pop-up stores in those, up-scale venues?--as opposed to denigrating the brand with an effort to insert this icon within the equivalent of a Sear's store. (No disrespect to ToysRUS, but let's face it, your appeal is to the masses, and you consider WalMart a competitive threat)
The methodology of KISS (Keep It Simple Stupid) applies to every business model. Growing revenue is a great goal, but this writer suggests that too much of anything is no good, and too many don't realize that growth isn't the end all and be all; maintaining profitability and hence, brand value is what its all about.
Friday, October 01, 2010
Burnishing a Burnt Brand: Goldman Sachs Case Study
More than a few global brands have been pilloried by the press, and Goldman Sachs isn't the only icon that's been lambasted by politicians that dance to the tune of the most popular drum beaters..
But, when you've been compared to a black squid,
and when you find yourself cautioning your employees against wearing their ID badges when leaving the company premises, you know that its time to re-burnish your brand.
And, when GS spokesman David Wells poignantly says, "We need to provide a broader audience with a better understanding of who we are and what we do..", he adds a whole new dimension to the art of understatement.
This week, under the guidance of advertising icon Y&R, Goldman launched a national advertising campaign encompassing print publications and banner ads across the Net. The obvious goal is to negate the negative sentiment about Goldman, sentiment that's ballooned to bigger than the kind of bubble that grows, and then bursts in the world of financial markets.
This is going to be a longgg game; the ad program will purportedly extend for at least one year. Play-by-play commentators looking back on this week's first inning have already suggested that the public-service type ads, some similar to the post-spill BP placements, have produced a sensation that's no more inspiring than lukewarm vanilla pudding.
This writer has actually helped burnish the brand images of select financial service firms, including one or two of Wall Street's more progressive trading houses, and before Goldman calls, here are a few ideas to consider:
1. Don't hide behind a pretty picture. Taking out ads with gigantic feel good images of wind turbines (illustrating projects that you apparently helped secure financing for and earned out-sized fees from), but putting your logo in size 2 font so that it requires a microscope to recognize that the message was underwritten by you is, in all due respect, a complete waste of money.
Yes, we know that you have lots of money, but we also know that a responsible corporate enterprise doesn't want to add insult to injury to their brand by demonstrating how well you waste money.
2. Create feel-good, passionate video clips with people from your firm speaking about what's important to them, and what's important about the job they do..Caution: don't overdo it with self-serving corporate messages. Make sure they come across as regular people.
(BTW, This isn't to suggest that you should spread the videos across the web via YouTube; you can insert them strategically via your website, and select other strategic sites serving your targeted audience..)
fyi--we know the creative director behind the sizzle reel displayed in our most recent blog post (scroll down)--the programming company, MediaPlace is Tier 1, and the firm's principal, the one that created and directed the clip is awesome..he's Don Draper's idol, .if we must say so ourselves).
3. Instead of telling your staff to remove those big ID necklaces when leaving the building, or wimping out when presenting themselves for a free corporate sponsor pass at MOMA, you should have T's, ball-caps, and lap top tote bags made that say: "Ask Me Why I'm Proud to Work At Goldman!"
OK..the message is a tad too many characters for a ball cap; we can work on that. And, the T's and hats might need to be made with kevlar, but ..."BOOM!" this strategy is.experiential/grass roots marketing at its best!!
If your employee carrying the tote or wearing the T doesn't get shot, he/she will have a perfect opportunity to engage an audience in a meaningful and convincing discussion. Let's face it, if your people can sell sub prime CDO's to the most sophisticated managers in the world, it should be easy peasy for them to memorize a few value propositions! ...
If you like that idea, we know a great premium company that can produce 5000 customized pcs in 5 days..and Made In America!
Lots more ideas where this came from..and we really are rooting for you!
But, when you've been compared to a black squid,
And, when GS spokesman David Wells poignantly says, "We need to provide a broader audience with a better understanding of who we are and what we do..", he adds a whole new dimension to the art of understatement.
This week, under the guidance of advertising icon Y&R, Goldman launched a national advertising campaign encompassing print publications and banner ads across the Net. The obvious goal is to negate the negative sentiment about Goldman, sentiment that's ballooned to bigger than the kind of bubble that grows, and then bursts in the world of financial markets.
This is going to be a longgg game; the ad program will purportedly extend for at least one year. Play-by-play commentators looking back on this week's first inning have already suggested that the public-service type ads, some similar to the post-spill BP placements, have produced a sensation that's no more inspiring than lukewarm vanilla pudding.
This writer has actually helped burnish the brand images of select financial service firms, including one or two of Wall Street's more progressive trading houses, and before Goldman calls, here are a few ideas to consider:
1. Don't hide behind a pretty picture. Taking out ads with gigantic feel good images of wind turbines (illustrating projects that you apparently helped secure financing for and earned out-sized fees from), but putting your logo in size 2 font so that it requires a microscope to recognize that the message was underwritten by you is, in all due respect, a complete waste of money.
Yes, we know that you have lots of money, but we also know that a responsible corporate enterprise doesn't want to add insult to injury to their brand by demonstrating how well you waste money.
2. Create feel-good, passionate video clips with people from your firm speaking about what's important to them, and what's important about the job they do..Caution: don't overdo it with self-serving corporate messages. Make sure they come across as regular people.
(BTW, This isn't to suggest that you should spread the videos across the web via YouTube; you can insert them strategically via your website, and select other strategic sites serving your targeted audience..)
fyi--we know the creative director behind the sizzle reel displayed in our most recent blog post (scroll down)--the programming company, MediaPlace is Tier 1, and the firm's principal, the one that created and directed the clip is awesome..he's Don Draper's idol, .if we must say so ourselves).
3. Instead of telling your staff to remove those big ID necklaces when leaving the building, or wimping out when presenting themselves for a free corporate sponsor pass at MOMA, you should have T's, ball-caps, and lap top tote bags made that say: "Ask Me Why I'm Proud to Work At Goldman!"
OK..the message is a tad too many characters for a ball cap; we can work on that. And, the T's and hats might need to be made with kevlar, but ..."BOOM!" this strategy is.experiential/grass roots marketing at its best!!
If your employee carrying the tote or wearing the T doesn't get shot, he/she will have a perfect opportunity to engage an audience in a meaningful and convincing discussion. Let's face it, if your people can sell sub prime CDO's to the most sophisticated managers in the world, it should be easy peasy for them to memorize a few value propositions! ...
If you like that idea, we know a great premium company that can produce 5000 customized pcs in 5 days..and Made In America!
Lots more ideas where this came from..and we really are rooting for you!
Tuesday, September 28, 2010
#MadMen Go to WallStreet: Sight, Sound, Motion: ACTION!
Hats off to WallStreet order execution firm WallachBeth Capital LLC for introducing a 'sizzle reel' that further distinguishes their value proposition...Its all about sight, sound and motion...
Their updated website further illustrates the need to "keep your face fresh and in front of customers"!
Their updated website further illustrates the need to "keep your face fresh and in front of customers"!
Monday, September 27, 2010
#Orabrush YouTube: 0-$1million in Sales in 15 seconds
OK, so the title sounds a bit misleading; sue me (you wouldn't be the first to allege that our headlines stretch to the imagination).
Per story in today's NY Times Business section, wonders never cease, but it should no longer be a wonder that creative video clips (and produced on a shoe string budget!) are burnishing brands.
We're always intrigued about hygiene products and how they're marketed; kudos to the octogenarian at Orabrush for acquiescing to the wisdom of wannabee MadMen, who suggested that a series of tongue-in-cheek video ads could catapult his tongue-brusher that kills the tiny spores that produce bad breadth.
Now what they need to consider: partner up with Altoids, or another maker of breadth mints and offer online customers a combo!
Just an idea..
Per story in today's NY Times Business section, wonders never cease, but it should no longer be a wonder that creative video clips (and produced on a shoe string budget!) are burnishing brands.
We're always intrigued about hygiene products and how they're marketed; kudos to the octogenarian at Orabrush for acquiescing to the wisdom of wannabee MadMen, who suggested that a series of tongue-in-cheek video ads could catapult his tongue-brusher that kills the tiny spores that produce bad breadth.
Just an idea..
Tuesday, September 21, 2010
#Lohan Lawsuit Against E*Trade: Lessons for Advertising Execs
When first broadcast, this E*Trade ad went right over my head. Apparently it caused quite the brouhaha with former child-star and current child-like actress Lindsay Lohan, who sued E*Trade this past March for defaming her personality and argued that this TV ad dissed her personality.
According to today's news, E*Trade settled the lawsuit with Lohan--ironically the same day that a bench warrant was issued for Ms.Lohan's arrest after two drug tests revealed that she violated the terms of her probation for the earlier DUI charges that Lohan was convicted of.
We love E*Trade's push-the-envelope creativity; but merely serves as a reminder that when budgeting for advertising creative with their agencies, big (and little) brands should include an expense line item for "frivolous litigation" for each commercial.
The Lohan suit brings to mind a current legal action brought by the makers of legacy brand "Purell" against a women/minority-owned company that makes and markets a competing alcohol-free hand sanitizer. For those not aware, Purell, like most hand sanitizer products, is made from alcohol, and when mixed with orange juice, produces a 120 proof libation. (instructions: first mix the alcohol gel with two tspns of salt; then pour the liquid remains into a cup, then add o.j.)
The legal action in question has the big behemoth alleging that the small, no-alcohol product company is "dissing" the Purell product by claiming in its advertising the big brand's formula is notorious for among other things, irritating the skin. The big gorilla also takes exception to the fact that the "Lilliputian" points out in its 'advertising material' that alcohol-based sanitizers are flammable and worse still, the small company referenced a NBC Today Show segment in which Matt Lauer told the world about a 2007 report issued by The Association of Poison Control Centers that found alcohol-based hand sanitizers were responsible for almost 12,000 cases of alcohol poisoning in kids 6 and under.
Tea Baggers Take Note: If any of younutjobs very determined if not slightly misguided people actually get elected to a position of influence, your first piece of legislation should be to rein in the right to sue ham sandwiches and to make the 1st Amendment required reading in every grade throughout public school, starting with the 1st grade.
According to today's news, E*Trade settled the lawsuit with Lohan--ironically the same day that a bench warrant was issued for Ms.Lohan's arrest after two drug tests revealed that she violated the terms of her probation for the earlier DUI charges that Lohan was convicted of.
We love E*Trade's push-the-envelope creativity; but merely serves as a reminder that when budgeting for advertising creative with their agencies, big (and little) brands should include an expense line item for "frivolous litigation" for each commercial.
The Lohan suit brings to mind a current legal action brought by the makers of legacy brand "Purell" against a women/minority-owned company that makes and markets a competing alcohol-free hand sanitizer. For those not aware, Purell, like most hand sanitizer products, is made from alcohol, and when mixed with orange juice, produces a 120 proof libation. (instructions: first mix the alcohol gel with two tspns of salt; then pour the liquid remains into a cup, then add o.j.)
The legal action in question has the big behemoth alleging that the small, no-alcohol product company is "dissing" the Purell product by claiming in its advertising the big brand's formula is notorious for among other things, irritating the skin. The big gorilla also takes exception to the fact that the "Lilliputian" points out in its 'advertising material' that alcohol-based sanitizers are flammable and worse still, the small company referenced a NBC Today Show segment in which Matt Lauer told the world about a 2007 report issued by The Association of Poison Control Centers that found alcohol-based hand sanitizers were responsible for almost 12,000 cases of alcohol poisoning in kids 6 and under.
Tea Baggers Take Note: If any of you
Monday, September 13, 2010
Search Takes a Social Turn: What Your Friends Say/Do Trumps Advertising: New Study (?)
If you're a relatively frequent visitor to this blog, you know that I don't subscribe to the wisdom that 'the more, the better' when it comes to frequency of comments made on blogs. Well, to SEO-philes, I could be wrong. The more postings, the more likely that your witty comments might actually get heard in cyberspace.
In any case, when reading today's NY Times Business section front page, it would appear that the past few days have been particularly slow, or, perhaps the story profiling "Search Takes a Social Turn:" is an illustration that the Times is losing its reporting luster.
The lead-in sentence: "Now, even on the Internet, it is not what you know, but who you know." I'm perplexed as to how this is a newsworthy "revelation". Because I paid for the damn paper, I figured I might as well read on, and was hardly surprised to "learn" that opinions or comments made by friends/associates via social networks are a much better form of product advertising than anything an advertising agency could accomplish..
According to the NY Times article, apparently, we (human beings) are more easily influenced by friends' purchase and consumption habits (food, entertainment, travel, etc) than we are by ads promoting the same products/services. Gee whiz...who would have thunk?
But, in fairness to NY Times reporter Jenna Wortham, the article did highlight a variety of tech-based social network initiatives that are focused on capturing your and my favorite things and seamlessly broadcasting that information to those that we share with on social networks. More than a handful of these initiatives are designed to surreptitiously extract and re-distribute our personal "favs", although most social networks do incorporate means by which I can share what I'm reading, where I ate, where I am eating right now, etc. etc.
[In the same edition, a separate article references a report by the Pew Internet and American Life Project that claims social networking services have doubled in popularity over the past year for Americans over the age of 50; and 42% of online people over the age of 50 now participate in a social network of some type.]
Will I venture out to that trendy new pizzeria/bar because I noticed a friend on Facebook went there and liked it? Maybe. Will I pick up that new book at Amazon or go to Barnes & Noble because someone that I'm linked-in with on LinkedIn said it was a good read? Perhaps.
The King (Traditional Advertising) is Dead...Long Live the (Social Network Influencing) King.
In any case, when reading today's NY Times Business section front page, it would appear that the past few days have been particularly slow, or, perhaps the story profiling "Search Takes a Social Turn:" is an illustration that the Times is losing its reporting luster.
The lead-in sentence: "Now, even on the Internet, it is not what you know, but who you know." I'm perplexed as to how this is a newsworthy "revelation". Because I paid for the damn paper, I figured I might as well read on, and was hardly surprised to "learn" that opinions or comments made by friends/associates via social networks are a much better form of product advertising than anything an advertising agency could accomplish..
According to the NY Times article, apparently, we (human beings) are more easily influenced by friends' purchase and consumption habits (food, entertainment, travel, etc) than we are by ads promoting the same products/services. Gee whiz...who would have thunk?
But, in fairness to NY Times reporter Jenna Wortham, the article did highlight a variety of tech-based social network initiatives that are focused on capturing your and my favorite things and seamlessly broadcasting that information to those that we share with on social networks. More than a handful of these initiatives are designed to surreptitiously extract and re-distribute our personal "favs", although most social networks do incorporate means by which I can share what I'm reading, where I ate, where I am eating right now, etc. etc.
[In the same edition, a separate article references a report by the Pew Internet and American Life Project that claims social networking services have doubled in popularity over the past year for Americans over the age of 50; and 42% of online people over the age of 50 now participate in a social network of some type.]
Will I venture out to that trendy new pizzeria/bar because I noticed a friend on Facebook went there and liked it? Maybe. Will I pick up that new book at Amazon or go to Barnes & Noble because someone that I'm linked-in with on LinkedIn said it was a good read? Perhaps.
The King (Traditional Advertising) is Dead...Long Live the (Social Network Influencing) King.
Thursday, August 12, 2010
#JetBlue Corporate Communication Turbulence?
You know that its a really slow news week when the story about a Jet Blue flight attendant abandoning ship and sliding down the emergency chute with a cold beer in hand permeates the headlines of newspapers, not to mention the Internet.
The funniest part is the wave of PR, Corporate Communication and Crisis Management 'experts' (should I say "pundits"?) who are being quoted by 'reporters' for their thoughts/critiques on the [slow] [poor] [creative] [thoughtful] [stupid] [smart] manner by which JetBlue's corporate communications team has responded to the hoopla.
Particularly funny is the one pundit that said "They were stupid for not coming out with a statement within hours, instead of waiting almost 2 days! They're obviously more prepared to handle a plane landing in the Hudson than handling a flight attendant that went postal.."
Puhlease!
In my humble opinion, this incident was hardly a "crisis", and Jet Blue's statement, including their notorious Twitter line, however delayed, was consistent with the somewhat irreverent style they've become known for. Geez...in the scheme of things, and all things being relative, their statement came out a heckuva lot faster than explanations for why flights are delayed!
Speaking of Twitter--some time ago, we opined about the monetary value of Twitter...and its usefulness in creating revenue...Well girls and boys, here's an idea:
Instead of BrandX paying Slick Sam's Public Relations Agency a monthly retainer to provide their wisdom; save some cash from the corporate coffer; any time there is seeming corporate crisis (according to the media), the company in question should run a contest and using Twitter as the mechanism to solicit strategy/statement solutions from the world at large, then having the world at large vote on the best ideas that the company can implement, and the idea with the most votes is the one that gets implemented, and the winner gets paid a bounty by the company.
On the other hand, that idea would add to the unemployment figures--hundreds of slick sam pundits would be out of work...even if more than 70% of their 'crisis management' solutions have typically further inflamed situations as opposed to quell them.
Your thoughts?
The funniest part is the wave of PR, Corporate Communication and Crisis Management 'experts' (should I say "pundits"?) who are being quoted by 'reporters' for their thoughts/critiques on the [slow] [poor] [creative] [thoughtful] [stupid] [smart] manner by which JetBlue's corporate communications team has responded to the hoopla.
Particularly funny is the one pundit that said "They were stupid for not coming out with a statement within hours, instead of waiting almost 2 days! They're obviously more prepared to handle a plane landing in the Hudson than handling a flight attendant that went postal.."
Puhlease!
In my humble opinion, this incident was hardly a "crisis", and Jet Blue's statement, including their notorious Twitter line, however delayed, was consistent with the somewhat irreverent style they've become known for. Geez...in the scheme of things, and all things being relative, their statement came out a heckuva lot faster than explanations for why flights are delayed!
Speaking of Twitter--some time ago, we opined about the monetary value of Twitter...and its usefulness in creating revenue...Well girls and boys, here's an idea:
Instead of BrandX paying Slick Sam's Public Relations Agency a monthly retainer to provide their wisdom; save some cash from the corporate coffer; any time there is seeming corporate crisis (according to the media), the company in question should run a contest and using Twitter as the mechanism to solicit strategy/statement solutions from the world at large, then having the world at large vote on the best ideas that the company can implement, and the idea with the most votes is the one that gets implemented, and the winner gets paid a bounty by the company.
On the other hand, that idea would add to the unemployment figures--hundreds of slick sam pundits would be out of work...even if more than 70% of their 'crisis management' solutions have typically further inflamed situations as opposed to quell them.
Your thoughts?
Monday, August 02, 2010
Social Media and CEO's Love Hate Relationship:
Its funny to think that, back before my sideburns turned gray, I was the outspoken urchin that annoyed my contemporaries and bombarded them with features/benefits of business technology that dis-intermediated, or communicated more efficiently and more effectively.
Whether email marketing (yes, I'm just north of 50, so communicating via email only became ubiquitous years after I had built and sold two different enterprises), or thereafter, Instant Messaging, which became the common inter-office or B2B communicator (I actually had a hand in building two different proprietary IM systems for the financial industry), and then the various 'social media' applications; first it was blogging, then vlogging and now of course, tweeting.
All along, those that I reported to or were engaged by, pressed me to articulate the ROI for embracing the latest technology or media app; how would it help them save money, and/or how would it help them make money??
As far as corporate tweeting is concerned, I'll admit that I've been scratching my head and waiting to see or hear about corporate marketing success stories in which tweets turned into measurable upticks in sales (as opposed to being nothing more than expense item within the staffing budget).
DemingHill, a boutique firm that positions itself as experts on the topic of social media, has just published a compelling piece on the topic...It will take more than two minutes to read and digest the piece, but demystifying a topic that's a head scratcher for more than a few cubicle corner owners, isn't one that can be [easily] summarized in Twitter-speak, i.e. under 140 characters. Click on the title link to the blog posting to see the article..
Whether email marketing (yes, I'm just north of 50, so communicating via email only became ubiquitous years after I had built and sold two different enterprises), or thereafter, Instant Messaging, which became the common inter-office or B2B communicator (I actually had a hand in building two different proprietary IM systems for the financial industry), and then the various 'social media' applications; first it was blogging, then vlogging and now of course, tweeting.
All along, those that I reported to or were engaged by, pressed me to articulate the ROI for embracing the latest technology or media app; how would it help them save money, and/or how would it help them make money??
As far as corporate tweeting is concerned, I'll admit that I've been scratching my head and waiting to see or hear about corporate marketing success stories in which tweets turned into measurable upticks in sales (as opposed to being nothing more than expense item within the staffing budget).
DemingHill, a boutique firm that positions itself as experts on the topic of social media, has just published a compelling piece on the topic...It will take more than two minutes to read and digest the piece, but demystifying a topic that's a head scratcher for more than a few cubicle corner owners, isn't one that can be [easily] summarized in Twitter-speak, i.e. under 140 characters. Click on the title link to the blog posting to see the article..
Friday, June 25, 2010
Using iPhone Apps To Market Your Brand
After being seduced into replying to a discussion on LinkedIn, soliciting "marketing experts" to "define marketing in one sentence", the simple reply posted "Connecting the Tag Line to the Bottom Line" was followed by 700 postings, each comprised of run-on sentences, many that were off-beat .
Even the most experienced "experts" were challenged to articulate the core definition, merely demonstrating that everyone has an opinion. After all, marketing is about selling. Selling the sizzle, selling the brand, selling the corporate value proposition, whatever. But most importantly, the most important metric is how many units were sold (profitably) as a result of the marketing initiatives.
Obviously, marketing is a conglomeration of laundry list applications, including but not limited to.
Notice the above-noted reference to "applications".
Well, iPhone-related "apps" represent yet another, burgeoning tool for corporations to extend their brand, deliver promotions (e.g. entertaining brand-centric games that produce coupons for products). One can argue that 'apps' are equally as compelling as Tweets, if not more so.
Below synopsis is courtesy of Tee Marek is an Account Manager for RadioTrafix.com
Businesses are using iPhone apps to extend their brand - traditional consumer goods such as Clorox bleach and non-traditionals such as designer Diane von Furstenberg have an iPhone app. What's the magic? What's the attraction. In a word - CHANNEL. The iPhone has carved out a unique marketing channel to its users - in a sense it's like a brand new TV channel, that's hot, that's cool, and with loyal viewers.
Ever witnessed a discussion between an iPhone user and a non-user... let's just say the iPhone user is usually the one left standing, with what the iPhone can do, what apps the iPhone user has and how much better it's made their lives. Now imagine leveraging off that kind of commitment to a channel for hosting a portal into your business! As the saying goes. "Priceless"!
Actually the cost of getting an app unto the iPhone platform has come down by way of a number of innovations, some related to updates in the iPhone operating system and some by way of integration of CMS (content management systems) into the platform. The end result is that a semi-customized business portal can be had for a mid four figure price as available through RadioTrafix, and which cost can be offset by in-app advertising and/or pay for download.
When the average age of the iPhone user is 37 years old according to Admob's Mobile Metrics Report of 2010, you know that this is a perfect market for many consumer goods & services. And when the gender split of just over half of device users being male is taken into account, the potential market essentially replicates the general population reached by other traditional means.
To the extent the iPhone user is not being reached by your competition, this is a fantastic opportunity to use this new channel to gain new ground, expanding your brand's electronic footprint and market. If your competition's already on the app platform, it's time to move quickly to integrate the features of their app into yours and more, else they will find a loyal following that may be impossible to unseat - especially when the iPhone's viral sharing capabilities through social networks such as Facebook and Twitter are taken into account!
Even the most experienced "experts" were challenged to articulate the core definition, merely demonstrating that everyone has an opinion. After all, marketing is about selling. Selling the sizzle, selling the brand, selling the corporate value proposition, whatever. But most importantly, the most important metric is how many units were sold (profitably) as a result of the marketing initiatives.
Obviously, marketing is a conglomeration of laundry list applications, including but not limited to.
- Website
- Blog/NewsLetters
- Internal ListServe
- YouTube
- Avatars on 2nd Life
- Sponsorships and Co-Branding Strategies
- Public Relations & Investor Relations
- Trade Shows/Conferences/Round Tables
- Advertising (Traditional, Place-Based, New Media, Digital Media, Social Media, etc.)
Notice the above-noted reference to "applications".
Well, iPhone-related "apps" represent yet another, burgeoning tool for corporations to extend their brand, deliver promotions (e.g. entertaining brand-centric games that produce coupons for products). One can argue that 'apps' are equally as compelling as Tweets, if not more so.
Below synopsis is courtesy of Tee Marek is an Account Manager for RadioTrafix.com
Businesses are using iPhone apps to extend their brand - traditional consumer goods such as Clorox bleach and non-traditionals such as designer Diane von Furstenberg have an iPhone app. What's the magic? What's the attraction. In a word - CHANNEL. The iPhone has carved out a unique marketing channel to its users - in a sense it's like a brand new TV channel, that's hot, that's cool, and with loyal viewers.
Ever witnessed a discussion between an iPhone user and a non-user... let's just say the iPhone user is usually the one left standing, with what the iPhone can do, what apps the iPhone user has and how much better it's made their lives. Now imagine leveraging off that kind of commitment to a channel for hosting a portal into your business! As the saying goes. "Priceless"!
Actually the cost of getting an app unto the iPhone platform has come down by way of a number of innovations, some related to updates in the iPhone operating system and some by way of integration of CMS (content management systems) into the platform. The end result is that a semi-customized business portal can be had for a mid four figure price as available through RadioTrafix, and which cost can be offset by in-app advertising and/or pay for download.
When the average age of the iPhone user is 37 years old according to Admob's Mobile Metrics Report of 2010, you know that this is a perfect market for many consumer goods & services. And when the gender split of just over half of device users being male is taken into account, the potential market essentially replicates the general population reached by other traditional means.
To the extent the iPhone user is not being reached by your competition, this is a fantastic opportunity to use this new channel to gain new ground, expanding your brand's electronic footprint and market. If your competition's already on the app platform, it's time to move quickly to integrate the features of their app into yours and more, else they will find a loyal following that may be impossible to unseat - especially when the iPhone's viral sharing capabilities through social networks such as Facebook and Twitter are taken into account!
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