Tuesday, March 31, 2009
Friday, March 27, 2009
- While some premium brands like Starbucks are suffering, brands seen as quality value brands such as Dunkin' Donuts Coffee (which was the 2nd of the top 10 food and beverage brands) have performed very well.
- Also in the food and beverage category, brands that cater to the health conscious seem to be doing very well as evidenced by Gatorade's G2 occupying the top spot in the top 10 and Progresso Light taking the third spot).
- Consumers are trying d-i-y products at home in many instances versus going to a professional first. For example the Ped Egg is on the top-ten list of non-food brands showing that pedicures on the home are on the rise. Not good news for spas but nonetheless people still want to be pampered even if they have to or choose to do it themselves.
- Gatorade G2
- Dunkin' Donuts Coffee
- Healthy Choice Cafe' Steamers
- Progresso Light
- Hormel Compleats
- Digiorno Ultimate
- Smirnoff Ice Flavors
- Pepsi Max
- Tyson Any'Tizers
- Diritos Collisions
- Charmin Ultra Strong
- Ped Egg
- Secret Clinical Strength
- Dawn PLUS
- CoverGirl LashBlast
- Maybelline Define
- Tidy Pure Essentials
Thursday, March 26, 2009
Tuesday, March 24, 2009
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Monday, March 23, 2009
Thursday, March 19, 2009
Tuesday, March 17, 2009
Monday, March 16, 2009
Friday, March 13, 2009
Thursday, March 12, 2009
- In today's economy don't underestimate the power of personalization - in email campaign, in direct campaigns, etc.
- Keep things simple. If a customer or prospect doesn't understand your offer how can they respond to it?
- Use social media to leverage your company and your staff's credibility. It will require an investment of time but one that is necessary to develop your online brand and compete in the online market, which continues to grow exponentially.
- Concerning social media, integrating channels is important to success for brand building and developing quality relationships that translate into business efforts.
- Don't underestimate the importance of search marketing: both paid and organic. It works and is a relatively cost-efficient way of reaching your target audience online. To be really effective with search, make your pages relevant, use keywords that have been tested or identified as being the most relevant options and continue refining your efforts to maximize your results. Because search is dynamic it requires ongoing effort.
- Quantifying results is becoming more and more important. Marketers want to know response rates, click-through-rates, overall marketing ROI and so on. Metrics should be a part of the way we as agency people communicate our successes to our clients.
- Always factor in the customer wants and market conditions into any of your marketing tactics because if your offer does not align with the economy or customer wants and needs it will be dismissed. Some of our agency retail clients are performing exceptionally well versus their competitors because the way they are positioned and the creative that we are developing for them are strategically right for present market conditions and customer wants and needs.
Tuesday, March 10, 2009
I thought it might be helpful to provide a brief article on what social media is, identify some of the categories and key category players in the social media space and provide an overview of the benefits and limitations of each media.
First, we'll start with a basic definition of social media. According to good old Wikipedia, social media are primarily Internet and mobile-based tools for sharing and discussing information. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.
Now we'll briefly describe some of the most popular and emerging social media types and properties.
- Blogs - blogs are an online based communication tool where a user can publish articles, links and media on a topic of interest to them. Blogs are widely used by celebrities, business professionals, sports teams and also many everyday people who simply like to write and want to have an online voice. This blog, which I recently created is a place where I can discuss my thoughts on branding and various marketing related topics. Key players in the blog creation world include Blogger, Typepad and Wordpress.
- Microblogging - a form of multimedia blogging that allows a user to send brief text updates up to a certain number of characters to various media outlets like a blog, facebook page, etc. The most commonly used tool for microblogging is Twitter. Other key players include Plurk and Pownce.
- Social Bookmarking/News - Users save links to articles or web pages that they want to remember or share. It's a simple way of aggregating and organizing information about topics that interest the user. For example, I use Google Reader to subscribe to and review dozens of blogs related to branding and marketing as well as running. Additional examples of social bookmarking sites include Delicious and Stumble Upon. Social News sites like Digg and Reddit are user-controlled news sites where articles can be submitted and commented on and voted up or down. Think of it as dynamic online news.
- Social Networking Sites - online communities that allow people to connect with friends, family, coworkers, clients, etc to follow their thoughts, activities and more. There are a number of sites frequently used for various groups and reasons. Key players here include MySpace, Facebook, Linked in and a handful of others. MySpace is mostly targeted to the younger demographic. It is extremely popular with teens. They can create their own page and customize it with content they like, meet new people, connect to existing friends, listen to music, watch videos, share photos, etc. Facebook is similar in some ways as MySpace though it is more heavily used by the college population and educated young to middle-aged adults. Facebook allows users to connect to other people and share photos, information, links, notes, join groups, etc. Linked in is really purely an online networking tool used heavily for business people who want to stay connected to certain people and/or groups. It can be used for business development, professioanl development, etc.
- Media & Information Sharing - there are a number of sites for sharing pictures, music and information. Some of the more popular ones include Flickr, YouTube, Wikipedia, etc.
This is not meant to be an exhaustive list but rather an introduction to popular types of social networking tools and sites. The best way to understand this new media is to dabble with it yourself. As you use and interact with these media you will have a sense for what may or may not work for promoting your business or cause.
If you'd like to have further discussion on this topic please feel free to email me at firstname.lastname@example.org.