Friday, February 29, 2008

What's your firms marketing startegy in 08'?

In an article in the Philippine Daily Inquirer, titled, "WHATS YOUR FIRMS MARKETING STRATEGY IN 2008?"

Different strategies of marketing are sectioned and discussed in terms of its expected use in 2008. The categories include: Public Relations, Technology Marketing, Traditinal Marketing, Non-Traditional, Green Marketing.

Rommel Juan, owner of Binalot, suspects that PRwill surely be utilized more as people realize the brand value it generates. More brands and companies will look into nontraditional marketing to avoid the noise and clutter of traditional media. Pretty similar to the way they are becoming more creative in finding new market niches so that they can create their own market instead of competing within "saturated markets."

Pinky Yee, Marketing head of Goldilocks, talks about Technology marketing and how it has such an impact in our lives. We all carry devices like cell phones, laptops, iPods etc. This leads marketing professionals to find new options to reach customers. "Traditional media like print, radio and television are unlikely to be replaced, but they will surely be enhanced by new techniques such as mobile marketing, in-game marketing, blogging, podcasting, podspotting and intelligent linking."

Karen V. de Asis, author, of "Color Folders In The Mind: A Branding Story," discusees how Green Marketing, improved from how we think of it now, will make an appearence in 08'. He explains it is not the traditional, conventional message that notes environmentalism but one that is completely based on true green product or service.

According to this article, many marketing forms will explode in 08', however the "savvy marketer" will realize how consumers are breaking up into smaller and smaller communities, becoming less homogeneous, and more niche. This is why the media mix must reflect this. "Concentrating advertising budgets on a single medium will not work in this complex marketplace. So there will be a diverse mix of the traditional (TV, radio, print) and nontraditional (blogging, YouTube, social networking, such as facebook and multiply)."

The media seems hyped about new marketing fads in 2008. Apparently, more than ever, companies and brands have to make sure to stand out of the clutter, pay attention to the effectiveness of their specific marketing mix, and make sure it is reaching their desired, maybe large, preferably fragmented specific audience. With all these predictions, let's wait and see what happens shall we?



Saturday, February 23, 2008

Advertising is crucial, nontraditional is too?

An article in "Branding Strategy," titled, "Nontraditional Marketing Approaches that Work," discusses how advertising is an extremely vital part of any brand marketing plan.
However, many companies are finding that unconventional approaches are also effective.
Some companies have turned to unconventional marketing because they are unable to support large, national, expensive advertising campaigns.

There is another side to this though, "some companies are just more innovative than most in developing their marketing repertoires."

The article gives some examples of successful nontraditional campaigns, since not all are as successful as some. These ideas range from Membership organiations, like the Hallmark Keepsake Ornament Collectors Club, special events such as the Saturn Owners Homecoming, museums and factory tours, including World of Coca-Cola Museum in Atlanta and Las Vegas; CNN Factory Tour in Atlanta, Kellogg’s Cereal City USA in Battle Creek, MI.

Sometimes Nontraditional campaigns can work on thier own, other times they are part of a larger campaign, and often they are just the icing on the cake- a little show off, a little embellishment to a more traditional look.

If a company doesn't have an in-house agency, there are multiple agencies specializing in nontraditional advertising such as: Room 116,
Marketing ADventures,
and many others companies that are completely dedicated to the art and profession of nontraditional...who knew it would get this big...interactive is on its way...

Friday, February 22, 2008

unconventional toilet paper

According to Promo Magazine, in an article titled, "Cotonelle launches major nontraditional campaign, "Cottonelle launched a major non-traditional campaign. Yes, yes, Cottonelle, the toilet paper brand with the ever so cute puppy dog as their mascot, unraveling a roll.

Kimberly-Clark has launched the largest non-traditional marketing campaign in its history to boost sales for the Cottonelle brand. With so many different brands of toilet-paper to chose from, all serving the same exact purpose , they realized they would have to do something different to sway consumers to buy Cottonelle.

The campaign, called "Be Kind to Your Behinds" starts off this month with a mix of "experiential marketing, Web sites, Internet ads, bus and train station ads, FSIs, in-store promotions, redesigned product packaging and public relations activities, as well as traditional TV and print advertising." The iconic cute Cottonelle puppy will of course be featured in all of these, to of course, maintain consistency and image.

In March, they are sending out a puppy-themed bus that will travel to major metropolitan cities across North America. The bus includes four comfort areas where visitors have access to massages, yoga, and relaxed sit it-down areas. The bus tour kicks off in March at New York's Grand Central and Penn Stations. It will then travel to Philadelphia, Chicago and Toronto, and conclude in San Francisco. Cottonelle will advertise inside and outside of the rail stations the bus visits.

They are also starting a sweepstakes in March with details to come at http://www.cottonelle.com and via in-store FSIs.

On January 7th, TV spots by JWT broke in the U.S. and Canada , as well as the launch of the remodeled Cottonelle Web site and striking print ads. Also, the this summer, the brand is debuting international campaigns across Europe.

The spend for this campaign expected to approach some $100 million, about a 25% increase over last year's outlay.

The increase represents a jump in both traditional and nontraditional media, including experiential and interactive marketing.

People are calling this Kimberly-Clark's largest nontraditional campaign, and there is much buzz about the remarkable efforts, and surprising choices.

They want to make sure people know that Cottonelle cares about our bottoms, and is positioning itself as the brand that understands the stress and discomfort many of u experience with our behinds daily, so they're brining comfort to us....and our behinds of course...


Saturday, February 16, 2008

unique to widespread fad?

So the reason nontraditional advertising started emerging was because brands desperately needed a way to differentiate themselves from their competitors, and most importantly they needed to find a way to stand out amidst all the advertising clutter. It started with certain companies using unconventional marketing tactics, to almost every company trying to incorporate nontraditional in to their marketing mix. Look for example at the surprising way Kinkos Whiteout used nontraditional advertising, even guerrilla, in the picture below.



To point out the new office supply line, Fed Ex Kinkos strategically used an oversized bottle of white out in another already painted area, the cross walk. Cool huh?

Anyays, now, accordinf to Inside Branded Entertainmnet, in an article titled "AICP: Web tops in nontraditional ads,"on Dec 7th, 07', the Hollywood Reporter Reported that The Association of Independent Commercial Producers' newly released membership survey finds that nearly 70% of member companies produced nontraditional advertising projects during 2006 --the most popular media being internet or broadband viral.

They estimate that by 2010, on average 38% of their billings will be from such projects. (Goodwin Simon Victoria Research collected the data in the report).


It is not surprising that brand are going to the virtual world with their advertisement, since the internet (www, .com) industry is just getting bigger and bigger.
I wonder what the next fad will be in advertising. Will things just keep on getting bigger and better? I sure hope so...

Friday, February 15, 2008

how do you know we need to lose weight?

On FitSugar.com, a health site, there was recently posted an article titled "Guerilla Weight Loss campaign: cool or not?"
The articles discusses a recent A recent guerrilla ad campaign that has angered some New Yorkers. The Ad Council and the US Department of Health and Human Services placed tiny T-shirts in dryers throughout the city urging those doing their laundry to “shrink a few sizes.”
How do they know our weight? What if that shirt was placed in a machine used by someone insecure, already diagnosed with an eating disorder...does that person have to shrink a few sizes?

Lucky for those who find the shirts, because on it they are directed to a website ( HHS’s Smallstep site) which encourages (whomever) a little more to "“shed those holiday pounds, reduce their risk for obesity, and lead a healthy lifestyle.” Created by McCann Erickson, probono, the same guys who brought you ads for Applebees and Wendy's hypocritical much?

Props for creativity, and for standing out...but, hey, did they want to make people mad? I personally would be offended if while doing my weekend load with friends, i pulled out a t-shirt basically saying I'm fat. And i am not the only one. This is making a lot of people mad, and McCann is getting criticized for it.

Also, the decision to have this campaign in NYC was a questionable one. Yes, America has a weight problem, an obesity "epidemic" if you will, New Yorkers though, compared to the rest of middle America, are more fit.

We need to watch out a bit with nontraditional ads. Beware of getting a negative buzz, and making people angry. Maybe it makes you stand out more, creates a hype, but a bad one will do nothing for traffic and sales. I'm pretty sure it makes sense that rule #1 would be to get on your consumers good side. yeah. thats is.

Friday, February 8, 2008

Sorry, says Target, we don't mess with nontraditional

Come on, even us crazy expensive shoppers can admit that Target is sometimes the place to be. They have everything! And even thier ads ain't that bad. Although a chain, they give us a sense of community, family, and accessibility for the average person.

Well, actually, Target doesn't do consumer interaction, or nontraditional advertising for that matter. In an article, "Target Doesn't Engage with Non-Traditional Media," in the Experience Manifesto, it is uncovered that Target is extremely unresponsive to consumers issues and feedback.

When a consumer tries to contact the store to complain about a prouct or ask questions, Target responds with, " Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.

Once again thank you for your interest, and have a nice day.”

What is that about? Apparently, they refuse to engage in this sort of new-age, internet, and consumer feedback process. Unfortunately for Target, and other brands alike, we are progressing in the ad marketing world, and if you want to have a positive image, you have to get with the game, and you cannot deny progress.

And if they are already responding, why are the so against maybe a suggestion? a refund? some advice? It begs the question of their importance of consumer satisfaction- or if they just care about making money.

We have moved away from the semi-mundane print and television world- we are advancing to the unique, the capturing, and the consumer-oriented.

Come on Target, we're moving forward.

Wednesday, February 6, 2008

ads while you make a number 1, or 2?

So we have all seen ads coming up not only on television and print, but also on napkin dispensers, benches, clothing, cellphones, movies, and basically everywhere else people go, but who woulda thunk that they would be digitalized adverts in BATHROOMS?

According to Innovative Solutions Oceania, Wizmark is "a talking, singing, interactive urinal communicator." Its sensor can detect when a someone approaches the urinal, and will then greet him/her with prerecorded advertising messages and flashing lights. Whoa, that's a bit much just for a minute break at the lou (take a look at the article here).
Is the ad world over stepping its boundaries? Can we have a minute to ourselves here without flashing lights and messages that say GO GET THIS NOW. Is it really that urgent of a message?

Well, luckily there are other cool ways compaies are coming up with ways to advertise. The same article mentions Arcade Marketing Inc. and its new approach with its campaign in San Francisco, for the California Milk Processor Board. A new technology called MagniScent has prepared five area bus stops to be filled with the fragrance of freshly baked chocolate chip cookies. Its only about $30, and the smell lasts for about a week. Not too shabby eh?
Makes you wonder about the many subliminal hidden messages, atop of the more explicit ones we come across everyday.

Wow, that must be like, a lot. I guess noticing the messages won't harm us, but this knowledge should encourage us all to be avid consumers, smart buyers, and critical thinkers.

Saturday, February 2, 2008

some people find it intrusive

In an article by Paul MacFarlane, he concludes that "Non-Traditional Advertising Needs a Shower, Bad..."

He is stating the obvious, saying that before nontraditional advertising, one could more so than now, avoid constant adverts. Now, with nontraditional media, ADS ARE EVERYWHERE. You go get coffee, there might be one on the mug, napkin, or even place mat. And it gets annoying.

McFarlane says that,
no matter what you feel about "traditional" advertising, be glad it tends to keep its distance. It was, and still is, easy to ignore, flip past, shut out, and turn off.

Now, it is unavoidable, inescapable, and everywhere. This, in contrast to what I'm sure the companies advertising think, is not refreshing, and we are slowly becoming numb and immune to these messages. They just fail to stimulate us at this point.

Yeah, i can think some ad is cool, if its presented in a unique, different way, but that doesn't necessarily mean i want to buy it. actually, it doesn't mean that at all.

TalentZoo.com, is the # 1 site for media and ad professionals. And from McFarlane's view, non traditional advertising gets way too in our face.

No one is saying that it is all bad, but it just needs to maybe "learn the requirements of intimacy," as McFarlane says, and if it wants to get closer to us, it should be aware of the demands of that intimacy.

" Don't shout. Don't act like a jerk. Don't smell so bad."

It should stick to impressing us, presuading us, and getting a little out of our faces.

Check out the rest of this article here

peacekies!