It was only five years ago that Martha Stewart began her 5 month prison term for securities fraud and obstruction of justice. Prior to that Martha Stewart was on top of the world, with everything from magazines, cookbooks, television shows and all things "Martha". When her world crashed in 2004, with the fans turning on her after her stock trading case and conviction, it appeared that Martha was done. until... read more....
(Posted 12/21/2009 by admin)
Rebuiliding Your Image... Can it be Done?
In the past, products have messed up, and with the help of great public relation teams, they have been able to rebuild their image and make the public love them all over again. Recalls of anything from ready made cookie dough to cribs can be a nightmare for a PR firm, especially if there are fatalities involved with faulty products. And let's be honest, accidents happen and mistakes are made. but how you deal with those mistakes is what can make you successful again. Admitting your faults is what will get consumers to listen, fixing them will get them buying! more....
(Posted 12/10/2009 by admin)
Simplifying Your Target Market - Marketing to Generations
Having a hard time hitting your target market? Try the generational marketing approach.
You want a campaign that can reach a large market, but you don't know how to target millions of people who have many differences. Try focusing on the entire generation of your typical customer. Their similarities begin to surpass the differences.
What do they value? What are their interests? What experiences do they have in common? What are similar characteristics they have?
Yes, it's a simple, basic approach, but we often make things more complicated and think too hard. Make sure you do the research on the generation you decide to target. There are plenty of resources out there to make this easy. Once you learn more about them, you'll be surprised at how quickly you come up with an idea for a successful campaign.
Here are some links that offer quick information on each generation:
Responding to Controversy through Social Media - How This Can Save Your Business
Would Tiger Woods be better off tweeting his response to the scandal? "I've made some mistakes, and I'm sorry for them. My family and I would appreciate some privacy to resolve the matter in the best way."
Tiger, fess up to it and ask to be left alone on a network where 250 million people are listening. Regain your respect. (BTW, Tiger's team has not yet figured out the benefits of Twitter. He has 3 tweets.)
We have many clients skeptical about using social media as a marketing tool. They are worried about negative comments or unhappy past customers sabotaging their Facebook and Twitter pages (or in celebrity terms, a "scandal"). However, this actually presents an opportunity to respond to issues. Show that you are listening, you are reasonable, and you do your best to satisfy every customer. (If the harassment continues, you can always block a user from your pages.)
Social Media breaks down the barrier - it no longer has to feel like customer vs. business. Instead, it gives the customer the option to express their opinion. Your response is what determines their ultimate opinions and satisfaction.
Now you have the opportunity to exhibit the values and qualities of your business, take control when problems occur and build your reputation. If someone has something bad to say about your business, they're going to say it. You might as well create an open platform so you can respond.
(Posted 12/3/2009 by accesstomedia)
Trying Too Hard to Fit In
Expanding your target market is a good thing. You should always try to find a new audience to reach. How else would you begin grow your business?
We've all been there. struggling to figure out how to reach a specific market that traditionally hasn't given our product or service too much thought. There are ways to go about this successfully figuring out what the group truly values, their likes and dislikes, their characteristics - and then there is falling back on the stereotypes, and then there's even worse basing it on your personal perception of the group. You will soon end up as the one in the crowd who is trying too hard to fit in, so hard, that you'll never have a chance. Here are a few examples of campaigns that have recently tried to hard.
The new Levi Jeans commercial - The comments on YouTube clearly reflect the general feedback of their targeted age group.
Vodka If you wanted to try something different, would a sewer party come to mind?
Levi's can redeem themselves, considering their long-standing reputation. Feedback from viewers showed they did a better job with their "Post-Mortem" Halloween commercial. Humorous, timely, and appeals to many markets without trying too hard. But if your brand doesn't have this kind of background, you could get yourself into trouble.
Be sure to study your target find campaigns that have worked in the past and figure out why they worked. Changing their views takes a lot more than a "cool" TV commercial. The change comes from deeper within. a more genuine effort would get a better response. If it's the right fit, you won't have to try so hard to make it work.
(Posted 12/1/2009 by accesstomedia)
Ad Inventory is Getting Gobbled Up!
If you haven't placed your ads for the end of the year, you may be out of luck as inventory is running very low. Special interest groups and political parties are gobbling up all the ad space.
In almost every medium, ad inventory is a limited resource. Magazines only have so many pages. TV shows offer roughly 16 minutes of ads per hour. Radio averages 10 commercial minutes per hour, depending on the format, and billboards are limited in their number and location.
Already in 2009, we've seen a great deal of money spent on advertising for varying political and issue campaigns. CMAG, (Campaign Media Analysis Group) points to a few spending highlights in the first half of the year:
- $15.9 million - total spent this year on TV advertising targeting mayor's races around the country. - New Jersey governor's race has seen approximately $3 million in TV ad spending. - More than $100 million has been spent on federal issue-related advertisements to date this year. - A total of approximately $11.7 million has been spent on ads targeting ballot measures.
Reserving spots now will ensure you reach the right people with the right messages and at the right time to get the most out of your marketing budget.
(Posted 11/24/2009 by accesstomedia)
Check Your Work and Then Double Check It - Portraying the Truth in Advertisements
There are certainly more important things in the world to talk about and cause people to be outraged about, but here I go anyway!
What happened to Demi Moore's body? Aside from the fact that she is "rumored" to have had extensive plastic surgery, this is taking it too far. On the recent cover of a major fashion magazine, Demi seems to be missing her hip. Now there are plenty of times where I would love to be without my hips, but just one, that would seem odd. Apparently the person in charge of airbrushing out her "imperfections" went a little crazy on her left hip and now she looks to a have "bulging" thigh. Somebody either forgot to check their work or Demi is in need of a hip replacement. Seriously, Demi Moore was always a beautiful actress who, gasp, is now in her forties. Do we really need to hide the fact that she has a women's body with hips and maybe even a blemish!!!! Isn't that really false advertising?!? Imagine meeting her in the grocery store sans makeup, hair extensions, and designer gown, oh the horror! She would be just like you and me. well except for the hot young husband, movie career, and multiple houses. Sure we want our celebrities to look amazing as we put them on a pedestal, but there should be some truth to what they are selling. We know that all magazine covers are airbrushed to show the product in the best possible light, but there comes a point when less is Moore!
(Posted 11/19/2009 by admin)
Is your marketing plan strong enough for the holiday season? Leave it to the experts.
Now that we have recovered from the sugar coma of Halloween, it is time to start planning for Thanksgiving!!! Yes, the holiday season is upon us, and with less than three weeks to the feast, there is work to be done. Now, Martha Stewart would have told you that you are already three weeks behind on your planning. I mean there are turkeys to be shot, cranberries to be bogged, potatoes need harvesting. In reality, a great Thanksgiving meal does take time to plan, two weeks before the "event" experts (Martha) will tell you should have your menu down. But apparently it is not just a matter of writing down "turkey", you need to figure out what kind of turkey you will be serving and whether or not you will have to order the bird from the farm if you want it fresh. Then there is the matter of grocery lists, and guest lists. This can be done the week before. They, the experts again, never mention saving up for six months prior so that you can afford all these groceries and guests. Wednesday night before your house is invaded with family and food smells, you should be making rolls, chopping vegetables, making pies, preparing appetizers, cleaning toilets, warning children to be on best behavior and kiss Aunt Gladys no matter how bad she smells of moth balls! Maybe we are listening to the wrong experts. don't get me wrong, I love Martha, and in a perfect world with her staff, we could all plan an amazing spread on Thanksgiving. But even she has help, and so should you. Whether you are mapping out the perfect turkey dinner or figuring out the best way to market your business or product.knew I could sneak it in there somehow. count on the experts! With the right staff and perfect planning and execution (no pun intended for the turkey) you can survive the beginning of the holiday season and still have energy to shop your way through Black Friday.
(Posted 11/10/2009 by accesstomedia)
Social Media and Mobile Advertising the Old Fashion Way!
You can learn a lot with mobile advertising. for example on my commute to work today I learned that the person in the SUV has a son who can beat up your honor student, the mini van in front of me has two boys, one girl, a cat and two dogs and that rusted out green car really likes to skateboard and listen to bands I have never heard of. Of course I am talking about the good old bumper sticker, perhaps one of the first forms of social media. Way before Twitter and Facebook people needed a way to express their political views and what team they were rooting for! Bumper stickers are a way to advertise and sometimes they are just for fun. much like Twitter and Facebook. And much like the social medias, you have to be careful of what you put out there. How many time have you seen a bumper sticker for the rival team and wanted to cut that person off. Or judge a driver by their choice of candidates or favorite dog breed. Now I realize the whole freedom of speech issue, but remember when you are advertising, make sure that the message you are sending out is one that identifies with you. If you are a mom in a mini van and you want the world to know, then by all means shout it out loud with praise for little Jimmy's honor roll status, but if you want to present yourself in a professional manner you might not want to slap that Calvin relieving himself sticker on the back of your sedan.
If you are a parent, you know that children's birthdays are no longer a few kids over blowing out candles on a cake and pinning the tale on a donkey. There are big stores dedicated to planning the proper party, or should I say outdoing your competition (the other parents). A birthday party is much like a big promotion for your business. you want your business (child) to come out a winner. the one everyone will be talking about. You also (whether you will admit it or not) want to beat out little Billy's pony party last week. You do that with proper planning. Know who you are selling to. In the case of a child's birthday. know your age range and make the promotion (party) revolve around something they would really get into. If clowns terrify your toddler, now is not the time to decide to break her out of her shell, nor is a baby elephant from the zoo necessary to sell cars. Sure it may get families to stop by, but once they are done admiring how scaly its skin feels, they are more than likely to leave. Plan your promotions with real benefits for your client, great customer service, savings and maybe even goody bags. But instead of candy and noise makers, you might want to include a few coupons or incentives for their future purchases.
(Posted 10/29/2009 by accesstomedia)
Sick of the Flu? Why getting sick can bring big profits.
Avoiding the flu is big business. walk into any local pharmacy and I guarantee the first display you will see is for hand sanitizer, tissues, antibacterial soap and yes even face masks. Wonderful news for the different manufacturers of these products. But with everyone getting the flu, are we wasting valuable ad space?
Think about it.
Every flu victim walking out of the local clinic receives a face mask with your logo on it. A regular old walking germ infested billboard. Instead of a handshake and a business card shouldn't we be passing out logoed hand sanitizer? No one group is immune from getting the flu either which is good new for you! The NFL has even created a policy to provide relief to teams if they're hit hard by the flu, saying they can receive roster exemptions if enough players contract it. Hmm I hope this doesn't affect tailgating... Sure it's no fun to get hit with the bug, but it can't be all that debilitating if all my "friends" can still find the strength to update their online status' letting everyone know that they are infecting their keyboards and Blackberries.
So load up on the vitamins and wash hands, and remember to not miss your opportunity to advertise to the masses.
(Posted 10/28/2009 by accesstomedia)
Soupy Sells - The Impact of Celebrity Product Endorsement
The product endorsement of stars on television has been around for a very long time. As we mourn the loss of comedian Soupy Sales, we are reminded of how in 1965 at the end of a live broadcast he asked kids to go into their parent's wallets and take out those little green pieces of paper and send them to him. Many children did and we saw just how much of an impact a television star had. Soupy did have to send the money back to the families and maintained that he was just kidding and didn't think anyone would take him seriously.
Your audience can be very trusting so it is up to you to be honest with them. You see when you have an actor or comedian telling you that you should use product X or buy product Z, you want to make sure that your product can deliver. And you want to make sure that your product matches the credibility of the spokesperson. I am pretty sure that I am not going to buy dog food from Michael Vick but I would buy a cookbook from Rachel Ray. Sometimes the stars can help or hurt your product, so do your research and make sure you have the best spokesperson to match what you are selling or you will end up with pie on your face!
(Posted 10/26/2009 by accesstomedia)
Member's Only - Making Sure Loyalty Clubs Have Value
Gone are the days of simply checking out at the register without getting asked if I am a member of their loyalty club. Should I just lie and say yes? Would everyone think less of me if I weren't a member? Do I really want to be a member of "Bobble Heads R Us" (hey it was for a gift)? Membership does sound nice though. Maybe I will learn a secret handshake or get to use a "members only" entrance. But do I really need another plastic key tag? Especially one with bobble heads on it!?!
Instituting a loyalty program can be a wonderful thing! By providing unique incentives, you encourage members so they visit your place of business -- they buy from you -- more often. They choose to visit you, to use your products and services, instead of your competitors. But building customer loyalty to your brand doesn't begin or end with a simple plastic card with your name on it. Time and energy into training employees about the programs is essential. And of course rewards should be worth it. I love using my grocery store's reward card knowing I am going to save a few bucks on that rotisserie chicken, but this time I will pass on getting a look-a-like bobble head at a discounted price.
(Posted 10/23/2009 by accesstomedia)
Expanding the Product
It's the weekend, you're curled up on your couch, remote in hand, popcorn in lap, and umbrella handy! Brace yourself! The Weather Channel is your Friday night movie destination. The 27 year old network is expanding their channel and will begin airing weather related movies starting October 30th with the George Clooney film The Perfect Storm. Good idea?!? Maybe. unless you happen to tune in at the wrong moment and think you are actually watching footage of this 18 year old New England storm not realizing it's just a movie and most fisherman do not look like George Clooney!
The other movies that they have lined up include the documentary "March of the Penguins," the thriller "Deep Blue Sea" and "Misery". It's a risky move. you could alienate your storm chasing viewers, who tune in for news of high pressure systems rather than Kathie Bates, however possible pay off is that new fans will tune in. The key is keeping everyone satisfied, which they will try to do with a scroll at the bottom keeping you informed of the weather and other weather-related news and information, and each movie will be hosted by a meteorologist. Can you improve on a product if it has already been successful? Well, to quote the Perfect Storm.
Bobby Shatford: So, what are you so happy about? Captain Billy Tyne: You just caught me on a good night. I'm doing what I was made to do - and I've got a feeling I'm going to do it even better this time.
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(Posted 10/22/2009 by accesstomedia)
Know Your Audience
Twitter and Facebook are a buzz with irate parents over the movie adaptation of the book "Where the Wild Things Are." The book itself consists of only ten sentences and is geared towards the 1 to 4 age group, while the movie it seems is dedicated to the 8 to 12 year old set with its dark themes and temper tantrum over tones. If you are going to remake a book into a movie, especially a classic children's book, don't you have a responsibility to make it as close to the original as possible? Or at least know your proper audience. As a mom that has sat through many a children's movies, I can tell you that Disney/Pixar by far does the best job of marketing to the parents as well as the child in their movies. Take for example Toy Story and Toy Story 2, both classic tales of friendship. Throughout each movie there is the proper amount of very subtle adult humor.
Sergeant: Molly's first present is... Mrs. Potato Head! Repeat, a Mrs. Potato Head! Hamm: Way to go, Idaho! Mr. Potato Head: Gee, I'd better shave. [pulls off his moustache]
And a great message for the kids. Although Where the Wild Things Are did very well its opening week at the box office, never underestimate how powerful social media and word of mouth can be. If it is already getting a huge negative response, we can only imagine that these box office numbers will drop, where as Toy Story was first released in 1995 and just re-released in 3D fourteen years later. Slow and steady wins the race when you are on the right track!
Lesson learned: take the time to get to know your audience, and create a message that will reach them effectively.
(Posted 10/21/2009 by accesstomedia)
Trick or Trend
Halloween is just around the corner, I know this because everywhere I turn I am bombarded with where to purchase my Halloween candy, decorations and of course costume. Gone are the days of spending hours, maybe days making a homemade hobo costume. O.k. who am I kidding, this was usually a last minute idea that is probably no longer politically correct. Sure you could argue that Halloween is a kid's holiday. but c'mon, what other time of year can an adult dress up like a baby in a diaper and not get put in a padded room? Kids will opt for the pirates and princesses. but most adults will look to the media! The hot seller for costumes this year is the "Kate" wig. as in Jon and Kate plus 8. You know that funky reverse mullet that she wears. That's pretty much it for the costume. Unless you want to borrow 8 kids from the neighborhood to tag along with you, a deadbeat dad and a camera crew. Also ladies... you could set the hot rollers and do your best feather action to pay tribute to the late Farrah Fawcett. For the guys... you have choices. You could continue the tribute trend and don a pair of khakis with an denim shirt all the while pitching your Oxi Clean, very loudly. And then there is always the option of dusting off your glitter glove, red pleather jacket and brushing up on your moonwalk. Perhaps you will go old school vampire with a Twilight twist. Yes, that is an Edward reference, even though I have never seen the movie, nor read the books. You would have to be living under a rock to not know that Vampires are big business and so is Halloween. Yes, if you really want to know what's hot and what's not, look to the Halloween costumes of 2009.
(Posted 10/20/2009 by accesstomedia)
Media Addiction, when and where will you get your next fix?!
A six year old boy was said to be floating over Colorado in a homemade helium balloon. The nation watched, listened and surfed the internet to find out his fate. The camera crew followed the balloons decent and we waited for the reporters to report that the balloon was empty. where was the boy? Addiction fed! More media to follow as we find out hours later that the boy was hiding out in his parent's attic as a ground search was underway. We sighed with relief when he was reunited with his family and wait as the story continues to twist and turn. Our happy ever after isn't all that it seems. Speculation that this was all just a publicity stunt, that the boy was told to hide out so that his family could get some news coverage for their homemade helium balloon. If the family was really on top of their game they would have sold sponsorship for that giant jiffy pop aircraft. Can you imagine how awesome that would be if that thing started raining out popcorn with movie theatre butter!
Like any addition we know we should quit, but we buy into the media sensation over and over again. A possible tragedy, a happy ending, then questioning the outcome. is it really over? There is always more to the story and we need to know it! And like any addict we will be back for more. The addiction has no cure or 12 step program. The overwhelming power of being seen and heard is bigger than you could ever imagine. It is the ultimate high so use it wisely because you never know when your balloon will take flight.
(Posted 10/19/2009 by accesstomedia)
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