Thursday Night Marketing News from Mediapost

Click & Read:

Retail

by Karlene Lukovitz

The in-store media platform — being touted as a breakthrough in the booming shopper marketing arena — enables measurable digital communications to consumers throughout the store, extending the television model into the retail environment and making retail a plannable media destination, according to its creator. …Read the whole story >>

Financial Services

by Tanya Irwin

For the first time, satisfaction with price is higher among unbundled customers than among bundled customers, J.D. Power & Associates says. “Customers have come to expect a discount for holding multiple policies with their insurer, and it appears that the positive effect of this discount has become diluted.” …Read the whole story >>

Retail

by Sarah Mahoney

The offer, which will be available at stations in 18 states, is only good for those using a reloadable Walmart gift card, Walmart MoneyCard or Walmart credit card, and is scheduled to run through the end of September. …Read the whole story >>

Research

by Karl Greenberg

A new study out of Ryerson University in Toronto suggests that loyalty programs may not be so profitable for some brands and that some companies may be better off not offering this type of customer incentive. …Read the whole story >>

Automotive

by Karl Greenberg

The effort, via Miami-based Zubi Advertising, brings in three Univision on-air personalities from different shows to help promote an online sweepstakes offering three winners a chance to have “day in the life” media adventures with the three personalities, and one grand prize winner to have a new 2012 Focus. …Read the whole story >>

Financial Services

by Mark Walsh

Small businesses now have a new way to buy advertising on Facebook: rewards points earned from their American Express accounts. It marks the first time a company has connected a customer rewards offer to social media advertising. …Read the whole story >>

New Ad Campaigns

from Amy:

The debut of Mr. Peanut’s stunt double. Believe in a better chicken. Let’s launch!

A whopping 48 million people will get food poisoning each year. Not an event you want to mark on your calendar. The Ad Council teamed up with the FDA and CDC to create a food safety campaign to educate viewers, in an exaggerated fashion, about properly cleaning and preparing food. A man cuts veggies in his kitchen while wearing a yellow raincoat in “Clean.” An outdoor sprinkler has been set up indoors, allowing the man to hold up the knife and let the sprinkler clean it. Watch it here. Raw and prepared foods must be chilled to prevent food poisoning. A man sitting in his hot living room turns on every fan surrounding him to keep the lobster seated next to him at an ideal temp. See it here. How can a woman relax in a sauna when a pig is oinking in her ear? The spot illustrates the importance of using a food thermometer to cook food thoroughly. Watch it here. You gotta keep ’em separated — meats and vegetables, that is. Use different cutting boards for each to prevent contamination. See it here. JWT New York created the pro bono campaign.

Kia launched “Joyride II,” a follow-up to its 2010 Super Bowl spot “Joyride Dream.” Promoting the 2012 Kia Sorento, the 60-second spot marks the return of five lovable children’s characters: Sock Monkey, Muno, Robot, Teddy and MR. X, as they embark on a road trip. The crew travels the country, visiting a beach, fishing, skydiving and learning how to line dance. Note to stuffed bear: watch out for that real bear! See the ad here, created by David&Goliath

Perdue launched its first national ad campaign using a new tag line, “We Believe in a Better Chicken.” The documentary-style TV spots take viewers to Perdue Farms, where the brand’s USDA Process Verified Seal is introduced. Chickens are fed a vegetarian diet, rather than a diet of steroids, hormones and animal byproducts. In the first ad, seen here, Perdue employees explain the chickens’ diet and why it’s important to consumers. Another ad shows the chickens raised in a cage-free environment and highlights the numerous generations of Perdue family members working in the family business. Watch the ad here. Deutsch NY created the campaign.

Silly robot, Carl’s Jr. chicken sandwiches are for the humans that hand-make them to eat and enjoy. A mouthless robot returns home from work with a Carl’s Jr. hand-breaded chicken fillet sandwich in tow. Eager to dive in, the robot remembers that he’s just that, a robot, and slams the sandwich into his face to no avail. Angered, his eyes turn red, signifying laser mode, and he slices everything inside his apartment in half, himself included. See the ad here, created by David&Goliath

Dunkin’ Donuts launched its first-ever TV ad with a movie tie-in. The movie is “Captain America,” and the product is a delicious-looking Cherry Coolata. A construction worker springs into action when a runaway dog sets off a nail gun at a construction site. The man grabs a garbage lid to deflect and disarm the nail gun, then chases after the pooch. The dog spills a bucket of blue paint on the man, who runs through a wall to catch and return the dog to its rightful owner. And he did it all while holding his Coolata! See the ad here, created by Hill Holiday.

Nokia launched an interesting TV ad in the U.K. to promote its limited edition N8 Pink phone. The ad features a slew of blonde, Barbie-esque dolls sitting on deer, or wearing N8s as bras. I immediately thought of the Fembots from “Austin Powers” and expected the N8s to start shooting. Following a montage where plastic legs surround a phone, the plastic Fembots did shoot from their N8 boobs — but pink laser beams only, and no one was injured. Watch the ad here, created by Wieden+Kennedy London and edited by Cut + Run.

Mr. Peanut has a stunt double, whose name is Peanut Butter Doug. He sports sunglasses and a goatee and sees himself as irreplaceable, judging by the hits he takes as a stuntman. Whenever he gets clobbered, he turns into a jar of Planters‘ newly launched peanut butter. The ad, seen here, will first launch on Facebook. Being NY created the ad, directed by Mark Gustafson.

“The intensity lasts a lifetime,” says an ad for King Kong 360 3-D, a ride at Universal Studios Hollywood. A young boy catches his first glimpse of King Kong in 3-D — and next thing you know, his braces disappear and he starts aging until he’s a balding, old man with yellow teeth. Reminded me of that scene from “Indiana Jones and the Last Crusade” when the man drank from the wrong chalice and aged until he was nothing but bone dust. See the ad here, created by David&Goliath.

Random iPhone App of the week: Lovebirds, you no longer need to wreck a tree by carving your initials inside bark. It’s 2011, and there’s an app for that. Country Living’s Treemail app is available on the iPhone, iPod Touch and iPad. Users can carve their love into a virtual tree. It doesn’t have to be just initials inside a heart, it can be quotes or messages, all of which can be shared through email, Facebook, and Twitter. Users can customize the thickness of the carving tool used and select one of 7 tree barks: American Elm, Balsam Fir, Magnolia, Palm, Red Cedar, Silver Burch and Sycamore. The app costs 99 cents in the App Store.

Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at amyc@mediapost.com.

Net-Work

A repost from July 1, 2008:


Confused by the networking jargon? Take a look at this from Rainmakers.com written by our friend Scott, the NameTag Guy:

How to Nail Your Networking Intro

By Scott Ginsberg

Elevator Speeches. 60-Second Commercials. 30-Second Commercials. Personal Introductions. Networking Introductions. Defining Statements. Positioning Statements.

Ahhh! Which one do you use? And when? And with whom?

Tough questions, especially because since the early ’90s tens of thousands of articles, books, manuals and guides have been written on the topic of networking. And all of them address various techniques on how to answer the question: “So, what do you do?”

To put it in perspective, consider these results from a recent Google search on the following terms:

  • 30-Second Commercial – 135,000 pages
  • Elevator Speech – 128,000 pages
  • Positioning Statement – 106,740 pages
  • 60-Second Commercial – 33,500 pages
  • Defining Statement – 26,000
  • Personal Introduction – 3,600 pages

Wow. Overwhelming, huh? Makes you wonder which one is right! Still, each of these techniques is some variety of your “Networking Introduction.”

Unfortunately, you won’t have it come out the way all the books and articles say it will. It’s doubtful you’ll ever tell someone what you do in an elevator; you’ll probably never have exactly 30 or 60 seconds to do so; and the odds of you explaining it the same way each time are highly unlikely.

In real networking, you’ll be rushed, caught off-guard and asked unexpected questions. You’ll meet people on buses and in bathrooms. You’ll address three strangers at a time, get interrupted mid-commercial, and sometimes, you won’t get a chance to say a single word until the last five seconds of a conversation. And all the while, you won’t have time to decide whether or not you should give your Elevator Speech, 30-Second Commercial or Defining Statement!

Sorry. Didn’t mean to scare you there.

But it’s true. Networking is unpredictable. And yet, we depend on it for the growth of our careers. According to a 2004 report from the Federal Bureau of Labor, 70% of our new business comes from some sort of networking.

So, rather than put additional pressure on yourself by worrying about how many seconds you have, here are some key points for an effective, concise and memorable Networking Introduction.

Start from the Top

Because you never know how much time you’ll have to introduce yourself, I suggest starting at the top with the following exercise. Take five pieces of paper. Assign one of the following sentences to the top of each sheet:

  1. Who you are?
  2. What you do?
  3. Whom you do it for?
  4. How you do it?
  5. What happens as a result?

Write down all the words, characteristics, ideas, phrases and the like that pertain to each of these areas of your introduction. Have fun! Spend at least a few minutes on each sheet. The whole point of starting with this activity is to understand the full scope of you and your business.

Back to the Bottom

Now that your mind is swimming with dozens of key points about your work, it’s time to get down to the “Bare Bones Intros.” These are pithy, one-liner type sentences that grab attention and intrigue the listener.

Now, since thousands of networking resources claim to have their own magic formula, I’ll simply offer the technique I’ve found to be most effective in my own business:

  • I’m a/an (your job title)…
  • …and I work with (your target customers)…
  • …who want to (become, increase, etc.)…
  • …so they can (some benefit or result).

You don’t have to use this exact formula. Just be sure your Bare Bones Intro includes what you do, whom you do it for and what happens when you do it. So, write out different versions. Say them out loud. Share them with friends and colleagues. And eventually you’ll be able to pick out the most effective ones.

Anytime, Anywhere

In my networking workshops I make it a point to tell my audience members, “There is a time and place for networking: any time and any place.” With that in mind, let’s take the material you brainstormed from earlier and put it to use in possible scenarios (you might want to practice these with a partner too).

  • You have five minutes at your local association meeting to introduce yourself via speech to 100 strangers in the audience. What would you say?
  • At the sub shop you go to once a week, the teenage cashier says, “Hey there! It must be Tuesday again, huh? Good to see ya! And you know, you always come in here, but I don’t think I know what you do…” What would you tell her (remember, the line is long)?
  • You’re participating in a rapid-fire-speed-networking-blitz type activity in which you have less than 30 seconds to introduce yourself to 25 people in a row. Go!
  • You’re dressing in a hurry in the locker room when the new guy introduces himself. He notices your briefcase and asks, “So, where do you work?”
  • You email a complete stranger who was referred to you by someone in your network. She probably gets 100 emails a day, so you don’t want to make it too long. What do you write?
  • As you fill out your new credit card application, you notice two boxes. One says, “Occupation,” and the other says, “Please explain in the space below.” It’s a small space. Better make it quick!
  • Your spouse runs into her boss at Happy Hour. You shake his hand and he says, “Nice to meet you! So, what do you do?” (You think he’s had a few.)

Nailing Your Networking Intro

All specifics aside, the most important part of a Networking Intro is: always be memorable.

In a July 2003 article from Entrepreneur Magazine, Ivan Misner, founder and CEO or Business Network International, explained, “The ideal introduction is brief and memorable – one that provides enough impact to arouse the interest of those to whom you’re introducing yourself and get them to join your word-of-mouth team.”

So put away your stopwatch. Forget about the elevator. And stop thinking about networking as a commercial. Networking is the development and maintenance of mutually valuable relationships. And those relationships are initially sparked by your ability to effectively, concisely and memorably introduce yourself when someone says, “So, what do you do?”


Scott Ginsberg, aka “The Nametag Guy,” is the author of seven books and writes the #39th most popular marketing blog in the world. He is the creator of NametagTV, an Online Training Network that teaches businesspeople about approachability. For more info about books, speeches, customized online training programs or to Rent Scott’s Brain, call 314/256-1800 or email scott@hellomynameisscott.com.

Wednesday Night Marketing News from Mediapost

Click & Read…

Restaurants
by Karlene Lukovitz
One element of the integrated campaign: The two brands, with support from the USO, have launched “America’s Super-Soldiers,” a co-branded, Facebook-hosted contest. (In the movie, Captain America is created as part of a secret “Super-Soldiers” project.) …Read the whole story >>
Research
by Sarah Mahoney
Nielsen looked at women in 21 countries, and found that almost 80% of those respondents in developed countries say that the role of women will change, and 90% say it will be for the better. Women in emerging markets are more likely to believe their daughters will find better opportunities than they did. …Read the whole story >>
Entertainment
by Aaron Baar
“If they focused a lot on their first party titles out of the gate, consumers would be happy,” Interpret’s Michael Cai says. “[But] they tried to let third-parties develop the games, and consumers aren’t thrilled. They are holding off purchases until they see those [franchise] games.” …Read the whole story >>
Research
by Karl Greenberg
Since the recession, are the 58 million adults and 24 million households that belong to the affluent category still buying? According to a new survey-based study by Ipsos Mendelsohn, they are, in fact, starting to feel better about the economy after their sentiment dipped to a low in April this year. …Read the whole story >>
Packaged Goods
by Karl Greenberg
“We believe that young, male-focused online content is a burgeoning market,” says Marc Broccoli, marketing director at Brut parent Idelle Management Co. “BNN offers us a way to engage with a young male demographic that is important to our brand by allowing them to connect through a creative, humorous digital media platform.” …Read the whole story >>
Packaged Goods
by Tanya Irwin
The winning rescue organization, pet and owner will win a trip to Philadelphia and be honored in the main ring prior to the start of the National Dog Show presented by Purina, which airs on NBC on Thanksgiving Day. …Read the whole story >>

Falling for Fads

Drew wrote about it recently:

Brand truth: I don’t care

Posted: 13 Jun 2011 07:22 AM PDT

86497816
…Are they really the tree huggers you’d hoped?

…about what you wish I cared about.

Way too many brands chase the fad of the day, thinking they can jump on a swell of consumer sentiment and rise those profits into the sunset. No so fast, my friends.

For your brand to be effective, sticky and enduring — it has to be about what matters to your consumers. They have to genuinely identify with it/care about it. You can’t make them love you. (Nod to Bonnie Raitt) No matter how hot the trend is or how passionate you might personally be.

Case in point — a recent study done by OgilvyEarth (I’m pretty sure David Ogilvy rolls his eyes from the grave on that one) shows that most consumers aren’t buying the whole “green movement.” In particular, men are not motivated or swayed by green marketing messages. It turns out that their perception when they hear green is “more expensive.”

So playing to the trend is actually hurting those brands who hoped that men would be moved to pull out their wallets based on the green movement marketing position.

Time to do your own brand check. Are you trying to force an idea, value or belief at your core audience? Or…do you know yourself and your core audience so well that you know what brings you together?

And before you are quick to answer…be ready to tell me this. HOW do you know that your brand is what truly resonates in the hearts of your core audience?

Hat tip to Kami Watson Huyse for tweeting the Ogilvy link.

Learning from Failure

It’s only failure if you think of it that way.

I call it a lesson.

From my email:

Daily Sales Tip: Learning From That Sale You Lost

My mom always used to tell me how we learn more in life from our failures than we do from our successes, yet for too many of us in sales this concept doesn’t seem to sink in.

I’ve lost plenty of sales in my life. If I wanted to get really down on myself, all I’d have to do is take a piece of paper and start writing down as many as I could remember. If I wanted to go into a complete state of despair, all I’d have to do is to write down next to each sale I lost the amount of commission I failed to receive because of the lost sale.

For this simple reason, too many of us in sales choose not to dwell on what didn’t happen. Instead, we merely move on.

It’s much easier to move on than dwell on the past, and I’m a firm believer that dwelling on the past doesn’t do anyone any good. If you want to damage your sales motivation, go right ahead and dwell all you want.

As much as we can’t dwell on the past, we do need to spend a few minutes doing an autopsy on the lost sale and learning from it. If we don’t learn from each sale we fail to close, then we’re committing ourselves to a pattern of losing more sales.

The key I’ve found to the process is to do the autopsy on the failed sales call right away. The sooner you can do it, the sooner you can apply what you’ve learned to the next sales call.

The only downside to doing it quickly is you have to make sure you’re in a stable frame of mind. I’m not meaning to be rude with this comment, but you can’t think clearly if you’re so hot emotionally over losing the sale. If you are worked up over the lost sale — wait till you calm down. Then do your autopsy.

Ask yourself the following questions:

— Was I able to get the customer to state their key needs and desired benefits?
— Why specifically did the customer choose not to buy from me? How do I know that?
— What were two things I know the customer appreciated about me?
— What did the customer ask and how did I answer? What can I learn from the questions?
— What were all of the customer’s objections and how did I respond to them?
— Did the customer clearly understand my value proposition? How do I know that?
— What closing technique did I try? How specifically did the customer respond to it?
— What did the customer agree with me on? How can I leverage this for future sales?
— What is my next step with this prospect/customer?

Take the time to answer these questions. Doing so will provide you with key information you need. Also, never hesitate to go back to the customer after they’ve turned you down and ask them why they didn’t select you. Be sincere in how you speak to the customer and be appreciative for what they tell you.

This is not the time to be defensive or attempt to convince the customer they’ve made a dumb decision by selecting someone else. Your ability to be professional and appreciative in listening to what the customer shares with you will do more than anything else to help ensure you have a good relationship going forward with that person.

It’s been my experience both personally and professionally that by doing this process right, you can position yourself to become the salesperson these individuals turn to in the future.

The beautiful thing about this entire process is you come away with two major outcomes.

First, you find out things you can do differently to help you with other customers. Second, you deepen your relationship with the customer you weren’t able to close, setting yourself up to potentially close with them next time around.

Source: Sales consultant/speaker Mark Hunter

Tuesday Night Marketing News from Mediapost

Oops, forgot to post this.

Hope the world is still spinning.

Click & Read:

Retail

by Sarah Mahoney

“In the big-ticket category, stores like Sears, Best Buy, and Lowe’s have certainly been doing this for a while,” Neil Stern, senior partner at McMillanDoolittle, a retail consulting company, tells Marketing Daily. “What’s different here is that it shows how this is migrating more and more to the mass market.” …Read the whole story >>

by Karl Greenberg

Nissan has big plans for the next six years, and some of it comes in hindsight. The company’s new six-year business plan, “Nissan Power 88,” means that by the end of fiscal 2016, if all goes as planned, Nissan will have a global market share of 8% and increase its corporate operating profit to “a sustainable” 8%. …Read the whole story >>

Food

by Karlene Lukovitz

That approach came about because the marketing team was so impressed by the “passion and pride” the employees feel about the products, and wanted to share that with consumers, explains Brandi Unchester, senior brand manager, frozen and refrigerated breakfasts, Pinnacle Foods. …Read the whole story >>

Entertainment

by Aaron Baar

The image of a “gamer” as someone who sits on a couch in the basement while playing Sony PlayStation or Xbox 360 is fading, as the abundance of new platforms and delivery systems is changing. …Read the whole story >>

Restaurants

by Tanya Irwin

“The ‘Make it an IHOP day’ campaign taps into something that our guests have told us: That starting or finishing their day with great food and a great experience at IHOP makes their whole day better,” Joe Adney tells Marketing Daily. “The new campaign is designed to build an emotional connection with guests through a ‘pay it forward’ feel.” …Read the whole story >>