Brand Dots

Posts Tagged ‘advertisement’

The dawn of social networks has undeniably created new opportunities for marketers. Consumers have an opportunity to share opinions about anything and everything they purchase. A reported 50 million Facebook users are currently sharing their thoughts about brands on a regular basis.

According to Reuters, earlier this year social networks, such as Twitter and Facebook, were struggling financially. They have been trying to find a way to capitalize on their massive and rapidly growing consumer base. Like most websites, advertising revenue seemed to be the most logical way to generate a profit.

This week, the NY Times reported that Facebook is now selling advertisements that display people’s profile photos next to commercial messages that are shown to their friends about the brands that they purchase or register an opinion about. Consumers that participate will have the opportunity to share their online purchases with their friends. For example, if you buy a new CD from iTunes, you can add it to your Facebook profile and let everyone know how you feel about the new album.

From a marketing perspective, this is the perfect marriage between understanding consumer behavior and advertising. Every profile contains demographic information about each consumer. This tool could shed light on who is really purchasing products and why they make the purchase decisions that they do – marketer’s dream!

But not so fast; the Federal Trade Commission sees the risk associated with protecting the privacy of consumers. So for now, Facebook has promised to keep these details to themselves.  Oh…to be a fly on the wall at Facebook.

The graffiti revolution was born in New York City subways in the 1960’s.  Over the years, tagging became more and more prominent.  Artists were determined to 1) get their name out as much as possible and 2) compete against each other in terms of style and recognition.

Is it just me, or does this sound like two of the most important goals for brand managers?

There is no question that our society is bombarded by advertising.  You can’t leave your house without seeing slogans, brands, logos, and subliminal messaging.  It’s a form of “style wars,” in a sense.  Marketers and graffiti artists are trying to accomplish the same thing.

Graffiti and marketing share a common goal.  They both strive to grab their audience’s attention and make them yearn to learn more about who they are.  They strive to reach as many people as possible, while focusing on the ability to leave a lasting impression on others.

It’s all about branding!  Taggers understand branding.  They sleep, eat, and breathe branding.  In my opinion, graffiti is art and brand managers would be smart to hire accomplished graffiti artists.

Web Urbanist shows some excellent examples of 3D graffiti and traditional graffiti that has been or should be used in guerrilla marketing campaigns.  Artists like Shepard Fairey, who created the famous Obama campaign HOPE poster, have already proven that graffiti art can be used to promote brands.  So, since we share the same vision, why not unite to reach a common goal?

The Fourth of July is one of my favorite holidays.  It’s a low-stress holiday, full of bar-b-q, parties, beer, flags, and fireworks.  Independence Day gives us the opportunity to remember how fortunate we are to have freedom.  As we approach America’s birthday, I can’t help but point out how powerful a patriotic marketing strategy can be.  After all, American’s have the strongest sense of national pride!

Patriotic marketing works!  It is one way that companies can appeal to a very broad segment of consumers.  Most Americans love to support their country, veterans, and American brands.  People tend to feel a connection to their country of origin and strong sense of national pride.  By embracing these emotions, companies can influence consumer-purchasing decisions.

One way companies incorporate patriotism into their brand strategy is through their logo design.  Some companies choose a name and company logo to show their pride and others, such as Google, have incorporated the stars and stripes into their existing logo.

Other companies choose to incorporate patriotic colors or images into their packaging.  Most of us have seen “Made in the USA,” eagles, or American flags stamped on products.  This stamp of patriotic approval could make or break a consumers buying decision.

Another way to show national pride is by outreach marketing with customized promotional products.  People love free key chains, stress balls, magnets, pens, and pins.  And the best thing about them is that people keep them, use them in the future, and will reference back to them to find your phone number or web address.

Military discounts are a win-win marketing approach.  They show others that you support the troops, give back to those that protect and serve our country, and specifically speak to a very large and precise target market: military personnel.  If you’re having a difficult time promoting your discount,  Veterans Advantage is one way you can get your products or services in the hands of vetrans, personnel, and their families.

Display your support!  Patriotic marketing can be as simple as decorating with American flags, stars and stripes, or a yellow ribbon.  Just make sure you display patriotic items that are in good condition.  There’s nothing worse than a worn and tattered flag on display.

So get out there!  Hang your flag and show your pride.  Stand UNITED!

In today’s economy companies are getting desperate!  Some of the most established companies have lost sight of the basic elements of a promotional campaign.  So, here are a few pointers.   Be sure to ask yourself the following questions before you hit the ground running:

1.  What’s the point?

Identifying your marketing objective is the first step to developing your promotional campaign.  All goals should be SMART: Specific, Measureable, Achievable, Realistic, and Time related.  You have to make your objective clear to everyone involved in your campaign so your team knows exactly what is expected and your final destination.  Is your goal to increase customer retention by 5%? Close on 5 new clients? Increase revenue by $2,000?  The possibilities are endless…but they should always be clearly communicated.

2.  Who’s your target?

Next, you’ve got to identify your target market.  You have to make sure your campaign is seen by the demographic that will benefit from your product most.  If your target market sees how your product will benefit them, they will be more likely to purchase your product of service.

3.  What do you have to say?

The whole idea behind a promotional campaign is to make customers aware of your product or service.  Your brand message should be consistent and clear. What’s your story?  What are your values, the core essence of your company, your competitive advantage?  The message that you send can affect the type of promotional media you will use-viral, internet, guerilla, radio, TV, etc.

4.  How much is it going to cost?

Marketers hate the “B” word. That’s right…BUDGET.  I know, I said it.  Sorry.  A marketing budget is actually a good thing.  It gives planners a guideline for what they have to spend.  It will also help you determine the type of promotional media you can afford to use.

5.  How are you going to mix the market?

You must then determine the mix that you will use to promote your product.  The marketing mix consists of the 4 Ps: Product, Price, Place, and Promotion.  Depending on your product or service, you may have to put an emphasis on one function more than another.  Identifying the correct balance for this mix may be the most important part of developing your promotional campaign.  You need to research the competition, conduct a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, and determine how you will differentiate yourself.  You may also want to identify how the other (added) 3 Ps will affect your campaign: People, Processing, and Packaging!

6.  How long do you have to send the message?

When will your campaign start and end?  Will it be completed in phases?  As you set these time-oriented goals they should be measureable and realistic.  It’s okay if you have to reevaluate your goals as you make progress.   Goals must still be set.  It’s easy to put things off if you don’t have a clear goal for the completion of each task.  It may be most effective if you create a calendar that shows what will be completed each day until the campaign is complete.

7.  What’s the benchmark?

Finally, you must identify how the success (or failure) of your campaign will be measured.  How will it be evaluated?  There are several marketing campaign evaluation templates available online.  A good evaluation can help you determine how to keep your current campaign going and will give you insight on how to plan for future campaigns.

I love my DVR! Most people that have a DVR (Digital Video Recorder), can’t imagine life without one. They enjoy the convenience of watching their favorite shows when they want to, replaying good TV, and most importantly, fast forwarding through commercials.
Sources say that between 50 and 97 percent of DVR and TiVo owners fast forward though commercials. In 2006 DVRs threatened more than $8 billion of the $74 billion TV advertising revenue. I can only imagine that this figure has grown over the years.

I love good advertising just as much as the next marketing fan but, over time, I’ve felt like I’m missing out on viewing great commercials because of my DVR. These days, I find most commercials by surfing the web.So, what about online advertising? Are online ads more effective? Not according to AdWeek. They report that only 3 percent of people feel banner ads and search links leave a lasting impression viewers, compared to the 42 percent that feel TV advertising is the way to go.

I don’t think we should discredit online advertising. Technology is making it easier to reach specific target markets. Marketers can use social profiles and consumer search history to push products to clients that show common interests. And believe it or not, most consumers don’t even realize they are viewing an ad online when they see it.

What are your thoughts? Did DVR kill the TV commercial? Is online advertising the best alternative?

Many automakers have found success by expanding their product lines and targeting as many consumers as possible.  Take the Ford Motor Company, for example.  While most American auto companies are struggling right now, over the past 100 years, a great deal of Ford’s success can be attributed to creating a different model car for each type of demographic, consistently positioning each brand for their intended target market.

Ford has expanded their brand to include all target markets. This allows them to appeal to customers in many age ranges, income ranges, lifestyles, and demographics.  By targeting many different groups, they can appeal to all customers, capturing the whole market.

2008 Ford Shelby GT500KR

While each Ford brand has different car models that target specific income and age ranges, the following brands generally speak to these car-buying lifestyles:

Ford:  The Ford brand is an American icon.  They are known for offering a different model vehicle for every price, style, efficiency, work load, gas mileage, or muscle.  However, they are typically priced for the middle-class consumer that is interested in driving a sporty vehicle.  They are currently trying to position themselves as the hybrid leader in the American market.  Target age 18-50. Target income $30-100K.

Mercury:   More luxurious than the average Ford model.  Generally for middle aged, established adults who are looking for luxury and smooth easy driving.  Target age 35-50.  Target income $60-100K.

Lincoln: Each Lincoln vehicle represents sophistication and comfort.  They target successful men and women that want recognition for their hard work. Cars come equip with the latest technology and plush interiors. Target age 18-50.  Target income $100K+.

Volvo:  Geared toward the safety-conscious consumer.  Perfect for customers who enjoy the outdoors and traveling in comfort.  They are known as a family vehicle, as they offer solidity and reliability.  Known for targeting customers who want a classy, affordable car that can guarantee safety and comfort.  Target age 18-50.  Target income $60-100K+.

As you can see, each brand has it’s own unique personality.  Ford has been successful by consistently modeling each promotional strategy and car design after their target lifestyle’s preferences.

As you develop your own product and brand, think of whom you want to target.  Targeting Your Market can be simple if you know how to identify your potential customers and conduct market research. (Quantcast.com is an excellent resource for helping you identify the traffic going the websites for your favorite brands.) Next, choose a target market and compile a customer profile.  You’ll be most successful if you identify specific information about your target market’s age range, income range, educational level, interests and lifestyle.

Identify what your product offers consumers and what your competitive advantage is.   Which consumers will find your services the most beneficial and how can you reach them?  Be sure to send a consistent brand message that speeks to your target market.

About a week and a half ago, I wrote a blog post on Burger King’s Square Butts commercial so when I came across Burger King’s newest attempt at selling burgers…or in this case, Star Trek glasses…I couldn’t help but share it with you.  I think you’ll find it pretty humorous.

First of all, I am a huge fan of JJ Abrams, the director of the new Star Trek movie, Lost, Alias, and Cloverfield.  So when I saw that Burger King was partnering with Star Trek, I couldn’t wait to see what they’d do.  Burger King has hired Crispin Porter + Bogusky to do countless ads over the years.  After all, they were the minds being the creepy, plastic-faced “king.”

I have to admit that I’m a big fan of Crispin Porter + Bogusky.  They’ve done an amazing job thinking outside the box and have created some interesting and compelling ad campaigns for their clients. They’ve worked with huge companies such as Volkswagen, Microsoft, and Sprite, to name a few.  The only problem is that their attempt at humor is often so edgy that their ads get pulled from air.

This commercial is pretty out there but the publicity that it’s generating is creating a lot more conversation than what you’re reading or watching about the competition right now.  What are your thoughts? Have they gone to far…again?

Harley-Davidson is one of the most celebrated American brands today and there’s a good reason for their popularity. The motorcycle company has been around for over a century and has had to do very little advertising.  They have built such a strong sense of community among its owners that the brand practically sells itself.

They clearly embrace the outlaw archetype.  When you think Harley-Davidson you think of rebellion, leather, freedom, nonconformity, and endless possibilities.

This commercial says it all.  When you ride a Harley, you’re not just purchasing a motorcycle; you’re becoming a part of something larger.  You’re joining a fleet of black shirt wearing rebels. You’re becoming a part of a group of people that share common interests: the love of the road, riding, and the H-D brand.  It’s not just a bike; it’s a way of life!

Here are several ways that Harley-Davidson has built community among it faithful fans and loyal customers:

• The Harley-Davisdon Owners Group (HOG) was established in 1983.  This group’s membership is restricted to owners.  Brand loyalists are the only welcome members of this community.
• They’ve started Harley-Davidson rituals and traditions through virtual interactivity.  They sponsor Harley rallies, encourage members to share their brand experiences, and even created a H-D Museum .  Harley fans can plan an entire trip through the company website.  They can make travel accommodations, rent bikes, and plan their travel routes. They’ve created a virtual community online.  Their website allows enthusiasts to participate in the brand experience, even when they are away from their motorcycles – Internet marketing and brand building brilliance!
• They give back!  The H-D Foundation encourages employees to volunteer for service organizations, such as Big Brothers Big Sisters, veteran groups, and community revitalization projects, among other things.

Harley-Davidson outlets are more than just retail stores and motorcycle dealerships.  They are a gathering place where riders can trade stories and talk to others that share the same passion.

Every company should strive to create the same type of meaningful brand experience.

So, how many logos would you consider tattooing on your body?  For Harley-Davidson followers, there is no question.  Harley Davidson is more than just a brand – IT’S A LIFESTYLE!

I was at work the other day when a team member showed me this new Burger King commercial.  I don’t know what Burger King was thinking when they came up with this ad.  I am 100% supportive of using a parody of an old-school hip-hop song in a commercial but give me a break!  Sir Mix-A-Lot’s rap songs were controversial enough when they were played on the radio and I think this commercial has taken “the king” commercials to a whole new level of weird.

I have to admit the lyrics are funny.  However, they are a little inappropriate for children.  And after all, Sponge Bob is considered a kid’s brand.

The lyric that really made me cringe was, “Your girlfriend wants to squeeze him, Wanna push his pores and tease him.”  I don’t care if they are referring to Sponge Bob!  That’s just disgusting.

Moral of the story:  After you identify your target market, think long and hard about the right way to reach them.  Trying to be cool could backfire on you.

Do you think the controversy will help or hurt Burger King’s image?  They are getting a lot of attention right now, but is the negative press worth the risk?