Brand Dots

Posts Tagged ‘Internet Marketing’

Boone Oakley is an advertising agency that has created brilliant campaigns for clients, such as MTV, Carmax, and Ruby Tuesday.  Their work is hilarious and their cutting-edge tactics have earned them Ad Age’s title of Southeast Ad Agency of the Year.

Boone Oakley uses a YouTube video for their main website.  It’s interactive and fun!  Check it out.  It’s very clever.

The video above is their homepage.  It shows an innovative and humorous brand story.  Storytelling is a common thread in their advertisements and viral campaigns.

My favorite video on their website can be found under “News,” where they thank Obama for naming his dog Bo after the company.  They make the connection between their initials and the spelling of the pooch’s name.  They also reveal that they share a name with Bo Derek, whom they refer to as a dreadlocked white girl, forever connecting their brand with sexiness.  It’s pretty funny.

MTV has taken building interactivity and community into a brand strategy to the next level.  They are giving their fans complete creative control over their branding.  Today I came across this really cool website that allows people to submit their own version of the MTV logo, and if enough people like it, it will be used on the MTV website.  How cool!

MTV’s brand strategy had a humble beginning.  For those of you who haven’t noticed, MTV doesn’t really stand for “music television” as it once did.  MTV is synonymous with “pop culture,” so why not choose a logo that represents the same.

Frank Olinsky, Pat Gorman, and Patti Rogoff, young independent designers at the time, created the first MTV logo.  The original design consisted of a blocky 3-D “M” with a graffiti-scrawled “tv” on top of it. In the spirit of pure-nonconformity – rather than choosing “corporate colors” for the logo, they decided that the logo should always change, as music, art, and culture changes.  Over time, it has changed size and style, but the fundamental logo design has stayed consistent.  The ever-evolving design has kept the brand strategy current and trendy.

Now that’s what I call brilliant design!

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.

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!

Today I found an amazing website called Paper Beats Internet.  It was created by the Ontario College of Art and Design.  This college is using Internet marketing to promote their services.  Visitors to the site can post a drawing and other users can respond or comment on each work of art by posting a drawing in response.  

www.paperbeatsinternet.com

This is a perfect example of how an organization can build a sense of community among its target market and use interactivity to make their product interesting and fun!  I have a passion for art and design so I couldn’t pass up the opportunity to share this website with you.

Believe it or not, I have several friends that have not jumped on the social media bandwagon. They are anti-Myspace and Facebook. While I can understand why some feel social media websites are the anti-Christ, blaming it for failed marriages and shameless self-promotion, millions of people are virtually addicted to them.

Companies and brand managers are missing a huge opportunity if they don’t take advantage of this means of free advertising. Social Media sites offer companies the opportunity to connect with their customers, build brand relationships, and speak directly to their target market. By promoting your company’s image and values to the public and giving consumers the opportunity to post comments about your brand, you build brand equity. Consumers feel like they have a voice and that you are willing to listen to what they have to say. Just make sure you monitor comments before they are posted on your site. You don’t want anything negative floating around about your organization in cyberspace. However, the customer testimonials that will be written about you are priceless and customers will listen to word of mouth advertising over promotional advertising any day. People that you would never imagine being connected in the real-world are getting connected online. Furthermore, their new “friend’s” opinions matter. Hence the importance of building your brand through social media platforms.