I'm a sucker for nostalgia - and I love The Wizard of Oz nearly as much as Roman Holiday and Sound of Music. That's why this new ad from Pillsbury will send me shopping to ensure there are plenty of Pillsbury crescent rolls on the Thanksgiving dinner table. The Pillsbury ad is posted on the WSJ online website. Click the link to view.
The moment I saw the first clicking of heels three times, I thought - there's no place like home. A few seconds later, I was clicking my heels and eagerly awaiting the message built upon this symbol from our past. Home is calling.
Monday, November 24, 2008
Wednesday, November 19, 2008
Is Social Media Media?
An article in Advertising Age reports that the GM for interactive marketing and innovation at P&G, Ted McConnell, questions whether marketers are hi-jacking social community space. He reportedly said, "I have a reaction to that as a consumer advocate and an advertiser," he said. "What in heaven's name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?"
So my first question to you is - are social media marketers infringing on space you'd rather have free of marketing?
Please comment to this post with your opinions!
My view of social media as a marketing platform has always been that brands only belong in the space if they are contributing to the dialogue and adding value to those they reach. When brands participate in the conversation and are valued for the relationship, it's not hi-jacking.
McConnell went on to say this (as reported in AdAge): "Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren't trying to generate media. They were trying to talk to somebody."
This peaked my curiousity so I took a look at the definitions of media.
There are 11 definitions offered by The Free Dictionary and these in particular seem relevant.
1. Something, such as an intermediate course of action, that occupies a position or represents a condition midway between extremes.
2. An intervening substance through which something else is transmitted or carried on.
3. An agency by which something is accomplished, conveyed, or transferred: The train was the usual medium of transportation in those days.
4. pl. media
a. A means of mass communication, such as newpapers, magazines, radio, or television.
b. media (used with a sing. or pl. verb) The group of journalists and others who constitute the communications industry and profession.
5. pl. media An object or device, such as a disk, on which data is stored.
6. pl. media
a. A surrounding environment in which something functions and thrives.
b. The substance in which a specific organism lives and thrives.
c. A culture medium.
7.
a. A specific kind of artistic technique or means of expression as determined by the materials used or the creative methods involved: the medium of lithography.
b. The materials used in a specific artistic technique: oils as a medium.
You can probably see where I'm going with this - social communities definitely fit the intent of the word media. Consumers generate content for the social media space, just as journalists create content for mass media. The question should not be - is this media; the question is how can we nurture the environment and the content transferred via the environment in way that allows the community to benefit.
Thoughts?
So my first question to you is - are social media marketers infringing on space you'd rather have free of marketing?
Please comment to this post with your opinions!
My view of social media as a marketing platform has always been that brands only belong in the space if they are contributing to the dialogue and adding value to those they reach. When brands participate in the conversation and are valued for the relationship, it's not hi-jacking.
McConnell went on to say this (as reported in AdAge): "Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren't trying to generate media. They were trying to talk to somebody."
This peaked my curiousity so I took a look at the definitions of media.
There are 11 definitions offered by The Free Dictionary and these in particular seem relevant.
1. Something, such as an intermediate course of action, that occupies a position or represents a condition midway between extremes.
2. An intervening substance through which something else is transmitted or carried on.
3. An agency by which something is accomplished, conveyed, or transferred: The train was the usual medium of transportation in those days.
4. pl. media
a. A means of mass communication, such as newpapers, magazines, radio, or television.
b. media (used with a sing. or pl. verb) The group of journalists and others who constitute the communications industry and profession.
5. pl. media An object or device, such as a disk, on which data is stored.
6. pl. media
a. A surrounding environment in which something functions and thrives.
b. The substance in which a specific organism lives and thrives.
c. A culture medium.
7.
a. A specific kind of artistic technique or means of expression as determined by the materials used or the creative methods involved: the medium of lithography.
b. The materials used in a specific artistic technique: oils as a medium.
You can probably see where I'm going with this - social communities definitely fit the intent of the word media. Consumers generate content for the social media space, just as journalists create content for mass media. The question should not be - is this media; the question is how can we nurture the environment and the content transferred via the environment in way that allows the community to benefit.
Thoughts?
Thursday, October 30, 2008
Thoughts on Obama's Infomercial
According to Nielsen Media Research, about 21% of US households viewed Barack Obama's infomercial last night. While that suggests that many refrained from watching, perhaps having already made up their minds or just being sick and tired of 24-7 political speak, a substantial number of people tuned in. When compared to ratings earned by other shows, the most viewed show of the previous week was Dancing with the Stars, which earned a rating of just 12!
If a network sold ad space on Obama's show, a 21 rating would be considered a raging success. To put it in perspective, last year's Super Bowl rated 57 - but hey, that's the Super Bowl.
Here's a question - estimates of the cost to air that 30 MINUTE commercial on prime time television on 5 networks are running at $4 million plus. Why was it only $4 million?? The price to air on CBS and NBC ran under a million each. Yet ad units are estimated at over $100,000 on prime time networks. Obama's ad buy should have hit $4 million just on NBC and CBS alone. Why the price break? What would McCain have been asked to pay for those ad units?
Was it effective? Only time (and votes) will tell. But I hope it sent a very startling message to everyone. Obama meant the ad as a well-scripted, heavily produced pitch. But he also gave his critics ammunition.
I cringed when I heard his say "I am my brother's keeper." We are a free country and a capitalistic society. We decide each for ourselves whether to serve in the capacity of keeper and for whom we will extend these kindnesses.
This article from the AP lays out point by point the misrepresentations present in Obama's infomercial. Like any ad, one should not accept each assertion as truth. We must ask whether the motives of the source and the past behavior of the source warrant our trust that the assertions made are true.
Media analysts are mixed on their assessments of the ad. Some say it was overscripted, over produced, and will alienate voters. Others way it was moving and emotional - just like the best in advertising.
Many times I've heard ad execs say that the only way to the heart of a consumer (and his or her wallet) is through emotion. Obama is a product and a brand, but this is the highest risk buying decision we will make for some time to come. Make your purchase decision with logic over emotion, with reason over affect.
If a network sold ad space on Obama's show, a 21 rating would be considered a raging success. To put it in perspective, last year's Super Bowl rated 57 - but hey, that's the Super Bowl.
Here's a question - estimates of the cost to air that 30 MINUTE commercial on prime time television on 5 networks are running at $4 million plus. Why was it only $4 million?? The price to air on CBS and NBC ran under a million each. Yet ad units are estimated at over $100,000 on prime time networks. Obama's ad buy should have hit $4 million just on NBC and CBS alone. Why the price break? What would McCain have been asked to pay for those ad units?
Was it effective? Only time (and votes) will tell. But I hope it sent a very startling message to everyone. Obama meant the ad as a well-scripted, heavily produced pitch. But he also gave his critics ammunition.
I cringed when I heard his say "I am my brother's keeper." We are a free country and a capitalistic society. We decide each for ourselves whether to serve in the capacity of keeper and for whom we will extend these kindnesses.
This article from the AP lays out point by point the misrepresentations present in Obama's infomercial. Like any ad, one should not accept each assertion as truth. We must ask whether the motives of the source and the past behavior of the source warrant our trust that the assertions made are true.
Media analysts are mixed on their assessments of the ad. Some say it was overscripted, over produced, and will alienate voters. Others way it was moving and emotional - just like the best in advertising.
Many times I've heard ad execs say that the only way to the heart of a consumer (and his or her wallet) is through emotion. Obama is a product and a brand, but this is the highest risk buying decision we will make for some time to come. Make your purchase decision with logic over emotion, with reason over affect.
Tuesday, October 21, 2008
Brand Fan or Consumerist?
Brand Fan? That's what Oprah's people consider Robin Okrant - a social experimenter of sorts. Okrant blogs at www.livingoprah.com.
That's right - the blog is called Living Oprah and Okrant's mission has been to follow Oprah's directives on purchases.
Brands strive to engage consumers and Oprah has absolutely mastered the art of engagement! One reason for the power behind her suggestions is her refusal to endorse products for financial gain. In addition to our admiration for Oprah as a celebrity, journalist, philanthropist, and woman, we can listen knowing that there's no alterior motive behind her recommendations. We can trust her which adds a lot of strength to her persuasiveness.
Okrant is no 'Oprah' brand evangelist though. She points out that while Oprah makes a lot of good calls on what to buy, some of her recommendations are right for Oprah but not necessarily right for everyone. She's a brand fan with a keen sense of consumerism. In fact, her blog is a bit like "Oprah Meets The Consumer Society."
A special thanks to Vicki for pointing this story out to me!
That's right - the blog is called Living Oprah and Okrant's mission has been to follow Oprah's directives on purchases.
Brands strive to engage consumers and Oprah has absolutely mastered the art of engagement! One reason for the power behind her suggestions is her refusal to endorse products for financial gain. In addition to our admiration for Oprah as a celebrity, journalist, philanthropist, and woman, we can listen knowing that there's no alterior motive behind her recommendations. We can trust her which adds a lot of strength to her persuasiveness.
Okrant is no 'Oprah' brand evangelist though. She points out that while Oprah makes a lot of good calls on what to buy, some of her recommendations are right for Oprah but not necessarily right for everyone. She's a brand fan with a keen sense of consumerism. In fact, her blog is a bit like "Oprah Meets The Consumer Society."
A special thanks to Vicki for pointing this story out to me!
I'm a PC - Part 2
hmmm - I have to wonder if Microsoft's I'm a PC campaign is getting to Apple. It recently released new ads designed as a retort to Microsoft.
You can view the ads on Apple's site or at YouTube.
This one - Bean Counter - is a humorous yet pointed jab. The bean counter allocates funds to either advertising or fixing Vista. Advertising wins the budget allocation game.
Clearly both brands are great marketers. Both use advertising and other marketing communications to build their brands. But these latest ads suggest that maybe Microsoft's I'm a PC got under Apple's skin...
You can view the ads on Apple's site or at YouTube.
This one - Bean Counter - is a humorous yet pointed jab. The bean counter allocates funds to either advertising or fixing Vista. Advertising wins the budget allocation game.
Clearly both brands are great marketers. Both use advertising and other marketing communications to build their brands. But these latest ads suggest that maybe Microsoft's I'm a PC got under Apple's skin...
Thursday, October 9, 2008
Simplifying Web 2.0
Yesterday I participated in a webinar from B2B Online along with Robert Rose of CrownPeak.
It was on simplifying marketing in a Web 2.0 overwhelmed world. CrownPeak manages content for brands using the social media space. Rob explained the challenges companies face as they try to add yet another component into the promotional mix in the form of social media. I "set the stage" with the social media tools brands have at their disposal and a process for evaluating whether social media is right for a brand.
The webinar is now archived and available on the B2B Online website.
It was on simplifying marketing in a Web 2.0 overwhelmed world. CrownPeak manages content for brands using the social media space. Rob explained the challenges companies face as they try to add yet another component into the promotional mix in the form of social media. I "set the stage" with the social media tools brands have at their disposal and a process for evaluating whether social media is right for a brand.
The webinar is now archived and available on the B2B Online website.
The Challenges of Brand Naming
It's been a bit since my last post and it all stems from a naming challenge!
This blog has been the Marketing Nazi. I named it that because it was a term of endearment (seriously!) used by my students. It also had the breadth to enable me to write on anything related to marketing without overstepping the bounds of the name.
I gave thought to whether the phrase would be offensive and decided 'nazi' had been sufficiently pop culturized to make the name a non-issue. I was wrong.
And so off I went on the long, arduous process of finding a new brand name for the blog!
Several friends and public relations experts helped - James Brown, Scott Sherman, David Jones, and Liz Shields and Christian Munson of CRT-Tanaka and Dennis Sercombe, PR at Longwood. You listened to me whine over names, propose all kinds of silly variations, and threw back several for me to consider. Dear Readers, we must have evaluated over 100 brand names! One of my personal favorites that didn't make the cut was ROCK BrAND. :)
Brand naming is a challenge. One has to come across that special name that captures the passion of what the brand seeks to do in its space. The name needs to have meaning. It needs to be distinctively identifiable (there are so many blogs on branding and marketing; this was a major challenge!). It needs to memorable and easy to spell. For me, it was tempting to develop a name related to the title of my book - but I don't only write about social media. I needed a name that would reflect my opinions throughout the realm of branding.
Well, you see - we landed on Brandacity. Why? I'm tenacity - if one brands with tenacity = brandacity.
There were two very close runner-ups: 1) MediaShrugged and 2) Brandwitched.
MediaShrugged is a nod to my favorite book, Atlas Shrugged. As an objectivist, my philosophy provides a foundation to my analysis of everything I experience. Ultimately, MediaShrugged was eliminated because it emphasized MEDIA, as opposed to branding and media's role in branding.
Brandwitched sought to capture the notion of being bewitched with brands. I still love this one too. But my team of brand name analysts had mixed feelings - bewitched with brands is good; sandwiched brands is bad. It also has the potential for misspellings, given the sandwiched interpretation. Lastly, some thought it was too cutesy to be serious.
Imagine going through 100 names trying to find the one that captures who I am, what I do, what I have to say, isn't similar to another blog name out there, is easy to spell, is memorable, and credible. Eeek!
Does this sound like all gut reaction and faith? It is. Branding decisions are often times about what feels right for a brand and the road ahead for the brand.
Welcome to Brandacity!
This blog has been the Marketing Nazi. I named it that because it was a term of endearment (seriously!) used by my students. It also had the breadth to enable me to write on anything related to marketing without overstepping the bounds of the name.
I gave thought to whether the phrase would be offensive and decided 'nazi' had been sufficiently pop culturized to make the name a non-issue. I was wrong.
And so off I went on the long, arduous process of finding a new brand name for the blog!
Several friends and public relations experts helped - James Brown, Scott Sherman, David Jones, and Liz Shields and Christian Munson of CRT-Tanaka and Dennis Sercombe, PR at Longwood. You listened to me whine over names, propose all kinds of silly variations, and threw back several for me to consider. Dear Readers, we must have evaluated over 100 brand names! One of my personal favorites that didn't make the cut was ROCK BrAND. :)
Brand naming is a challenge. One has to come across that special name that captures the passion of what the brand seeks to do in its space. The name needs to have meaning. It needs to be distinctively identifiable (there are so many blogs on branding and marketing; this was a major challenge!). It needs to memorable and easy to spell. For me, it was tempting to develop a name related to the title of my book - but I don't only write about social media. I needed a name that would reflect my opinions throughout the realm of branding.
Well, you see - we landed on Brandacity. Why? I'm tenacity - if one brands with tenacity = brandacity.
There were two very close runner-ups: 1) MediaShrugged and 2) Brandwitched.
MediaShrugged is a nod to my favorite book, Atlas Shrugged. As an objectivist, my philosophy provides a foundation to my analysis of everything I experience. Ultimately, MediaShrugged was eliminated because it emphasized MEDIA, as opposed to branding and media's role in branding.
Brandwitched sought to capture the notion of being bewitched with brands. I still love this one too. But my team of brand name analysts had mixed feelings - bewitched with brands is good; sandwiched brands is bad. It also has the potential for misspellings, given the sandwiched interpretation. Lastly, some thought it was too cutesy to be serious.
Imagine going through 100 names trying to find the one that captures who I am, what I do, what I have to say, isn't similar to another blog name out there, is easy to spell, is memorable, and credible. Eeek!
Does this sound like all gut reaction and faith? It is. Branding decisions are often times about what feels right for a brand and the road ahead for the brand.
Welcome to Brandacity!
Monday, September 29, 2008
Are you a PC?
What do you think was the challenge posed to the creative team for Microsoft's new ad campaign, I'm a PC?
Did they deliver?
Ironically, the I'm a PC message is similar to the Apple message. Apple says - one brand expresses the uniquely unique individual you are; MS says - one brand does not define the uniquely unique individual you are.
I'm a PC. ;)
Did they deliver?
Ironically, the I'm a PC message is similar to the Apple message. Apple says - one brand expresses the uniquely unique individual you are; MS says - one brand does not define the uniquely unique individual you are.
I'm a PC. ;)
Thursday, September 25, 2008
Building Relationships with Ads
It's become common place these days for us to emphasize new media and interactivity in brand strategies - the implication being that to engage consumers, a brand must embrace engaging communication tactics.
Brands seek to do more than make a promise for functional competence in meeting customer needs. They want relationships and the loyalty and fondness that are outcomes of such relationships. Relationships develop over shared experiences. For this reason, branding today has taken on an experiential flavor - with the goal that the experiences created by the brand can serve to strengthen the brand-consumer relationship.
But traditional advertising can still leverage experiences, by reminding consumers of the past or helping them dream of the future.
Two ads launched recently - Macy's and Chevy Traverse - successfully nurture relationships.
The Macy's ad reminds consumers of a shared history. It resonates fond memories filled with emotion. In a few seconds, it does what a Thanksgiving dinner with family can do for socializing new family members into the family's collective history and reinforcing family bonds.
The Chevy Traverse ad incites a dream. Brands build relationships best when they can illustrate legitimacy in understanding its target market. Many do okay, using symbols from our respective sub cultures to express a belonging to the group in question. Some simply fail - because they don't quite get it, or can't find the right mix of symbols and signs to relay belonging.
Clearly, Chevy is targeting me with this one, and Chevy SO gets it. Not just shoes - because lots of brands have teased women about shoe fetishes - everything in this ad works - the music (especially the music), the dream of raining shoes, the look of the guy watching as the event unfolds.
Both ads connect - one with the past (memories), one with the future (dreams come true).
Traditional ads can facilitate shared experiences.
Brands seek to do more than make a promise for functional competence in meeting customer needs. They want relationships and the loyalty and fondness that are outcomes of such relationships. Relationships develop over shared experiences. For this reason, branding today has taken on an experiential flavor - with the goal that the experiences created by the brand can serve to strengthen the brand-consumer relationship.
But traditional advertising can still leverage experiences, by reminding consumers of the past or helping them dream of the future.
Two ads launched recently - Macy's and Chevy Traverse - successfully nurture relationships.
The Macy's ad reminds consumers of a shared history. It resonates fond memories filled with emotion. In a few seconds, it does what a Thanksgiving dinner with family can do for socializing new family members into the family's collective history and reinforcing family bonds.
The Chevy Traverse ad incites a dream. Brands build relationships best when they can illustrate legitimacy in understanding its target market. Many do okay, using symbols from our respective sub cultures to express a belonging to the group in question. Some simply fail - because they don't quite get it, or can't find the right mix of symbols and signs to relay belonging.
Clearly, Chevy is targeting me with this one, and Chevy SO gets it. Not just shoes - because lots of brands have teased women about shoe fetishes - everything in this ad works - the music (especially the music), the dream of raining shoes, the look of the guy watching as the event unfolds.
Both ads connect - one with the past (memories), one with the future (dreams come true).
Traditional ads can facilitate shared experiences.
Wednesday, September 17, 2008
Tidbits: Hundred Pushups and Vegas
It's me again - some days I just see so much I want to share with you! So here's a hodgepodge of marketing tidbits. Well 2 tidbits anyway - not quite a hodgepodge.
Look here for some crazy genius marketing - this guy (girl?) wants a VW bus and has figured out a way to make advertising work on a small scale. Not only that but he has leveraged something of value to drive traffic to the IWantAVolkswagonBus site.
By now you must be wondering how I know about this fellow who has figured out a brilliant promotional scheme to fund a VW. It's because I have accepted the 100 pushups challenge.
That's right - my dear friend and colleague, Liz, challenged me to the hundred pushups training program. (Join me and you too will be able to do 100 pushups in a mere 6 weeks!) Aside from the health and strength benefits of the training program, the hundred pushups program is its own social media success. Bloggers and tweeters around the globe have accepted the challenge and update readers on their successes (and failures).
The genius behind the hundred pushups program realized that with such social media success, it could be leveraged for other objectives - hence we have the IWantaVolkswagenbug ad space site.
Why is all this important? It illustrates the power of social media and the accessibility to large numbers afforded by the Web. Without buzz and online access, promotions such as these would be slow to start and rarely gain a critical mass. But by harnessing the "long tail" of the Internet and spreading communications virally, look what can be done!
One last tidbit. My friend, Melissa, got married this past weekend! Our first tidbit was on modern day consumption, our last on good old fashioned Vegas fun. In a nod towards sustainable consumption, they were married in a drive-thru chapel in Vegas. Congratulations to you both!
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