May 23, 2013

Post #10- International Marketing

When marketing on an international level there are several environments that need to be considered, including the economic, demographic, cultural, and political/legal environments. Each of these environments brings its own set of factors such as cultural values. The values within each global culture may be different, and what is excepted in one market, may be shunned down upon in another. This is where things can get interesting. Have you ever gone onto YouTube and searched foreign commercials? Some of them can be quite funny.

The YouTube video below has a few foreign commercials smashed together in the clip. I am not so sure that these commercials would make it through the scrutiny of all of our different rights activists in the US. They are a bit more edgy. Take a look.

This Video From Michele Napier- YouTube

There is a great collection of International Marketing Blunders on YouTube. Specifically there are print ads that don’t quite translate. As a business owner, I definitely don’t want my product name translating into a bodily function. That’s just want happened with Ikea and their workbench. For only $109.00 you can get the “Fartfull” work bench model. Translation can be a pain, especially when it translates into something completely unrelated, or for that matter repulsive. Though these blunders are funny and companies may gain publicity, and some of it isn’t good.

It’s entertaining to look at the mistakes that companies have made, some all to obvious, and some through rejection of content. Sure there lots of failures, but there are even more successes. This is a global world. Businesses should think globally and act locally. Conduct business and we globally aware on in all aspects, but connect and be a part of the local communities and cultures to better understand what should be done to be effective.

On the Ad Age- Global website there was a story about Heineken. Similar to the moves that Coco-Cola and PepsiCo made, Heineken will also be making the move to Myanmar. Why is this a big deal? The end in authoritarian policies has given marketers a opportunities for an international growth in the Asian region. This international growth for Heineken will also bring jobs to the region with a $60 million dollar brewery in Yangon, the capital city. So along with opportunity for Heineken to grow their brand and their international presence, comes opportunity for employment on a local level. Brand awareness, and brand loyalty will come. You can watch at Ad Age- Global for any new updates in this new venture.

Successful international marketing is more than merely slapping your product on a shelf across country. It is about being responsible and and knowledgeable.

May 14, 2013

Post #9-Corporate Advertising

Image From http://ww5.komen.org/Default.aspx

Corporate advertising can be on an international level or in your neighborhood. There is a vast array of methods and a difference in opinion when it comes to whether or not it is a successful. The above image is an example of Cause-Related Corporate Advertising. Bank of America is not selling one specif service of product, yet they are selling thir brand as a whole in affiliated with a cause. The Susan G. Komen For the Cure was constructed in 1982 after Susan passed away. Her sister promised to do everything she could to end breast cancer forever. The organization has invested more than 2 billion dollars in community health, advocacy and ground breaking research. The foundations roots were started in the US, and now has a reach that is international.

Like all banks, Bank of America has seen its fair share of controversial media. The involvement with charities like the Susan G. Komen for a Cure, stresses the companies values and benefits from the favorable publicity, while lending its financial support for the cause, which helps the overall goal of raising money to further the foundations reach. This is an example of a relationship that seems successful. The Website for Susan G. Komen is littered with corporate sponsors. Examples can also be found here.

Corporate Advertising promotes a firm as a whole, instead of a single service or product from that corporation. This leaf of advertising is a function of public relations and can be rather expensive with little interest on the consumer side. Not only does corporate advertising have some critics believing that it is a waste of money, some believe that the only time corporations advertise on this level is when they are in trouble. Corporate advertising is a controversial topic within the marketing world. When it comes to a positive corporate image, it takes more than a set of corporate ads, or a vinyl sticker of the companies logo plastered on a race car. It takes quality products or services, good corporate citizenship, solid financial relationships and practices, and a good ongoing marketing campaign supported by market research. These things will create a strong corporate image.

The Basics of Corporate Advertising There are several modes of corporate advertising including; image advertising, event sponsorships, advocacy advertising and cause-related advertising. Each mode involves a different set of goals.

Image Advertising– General image or positioning ads, sponsorships, recruiting and generating financial support, image advertising aim to create goodwill both within the corporation and externally. Resource generation, both human and financial, is also sought after creating more backing for the company. Lastly, creating a position or fixing an image may also be a goal.

Event Sponsorship- Corporations what their name on things that are going to make connections with consumers and create a positive company image. Selectivity can be used as to where sponsorship will be given in the aim to target specific audiences.When a sports venue, an entertainment tour, festival, fair, special cause, etc., decide to form a relationship with a corporate sponsor, both sides are putting good faith that they will withstand the positive image and not jeopardize the other companies name with the relationship.

Advocacy Advertising-Through this type of advertising, corporations typically address a social, environmental or business issue. This is a good way for corporations to give their stance on certain topics through selective sponsorship opportunities. An advocacy ad provides the platform to share the managements viewpoint and share they way in which a corporation operates. Consumers often see ads where it presents an organizations viewpoint leaning one way or the other. Depending on how this is perceived it could lead to positive of negative attention. Additionally, If I am a company that has just had some bad publicity, I want to get my name on something that is viewed in a positive light. Hopefully, this correlation will take away the negative media about the current bad publicity and propel our corporate image into a positive light again.

Cause-Related Marketing- Companies show there support in certain charities and non profit organizations by providing sponsorship. I just did some work with the Sanneh Foundation which is a non profit organization started by Tony Sanneh. The Sanneh Foundation creates hope in the lives of many individuals and instills power within communities, using soccer as a catalyst to unite communities, empower kids, and improve lives. They have inspiring goals and heroic achievements. Every time the Sanneh Foundation, or any other non profit organization looks for sponsorship,a chance is taken that both parties take by becoming affiliated with each others organizations. Both parties need to hold up their respected part by keeping positive images to have the relationship be successful.

May 3, 2013

Post #7 Direct Marketing Method

There is rarely a day that passes that my email and the mailbox at the end of my driveway isn’t full of advertising. Marketers use direct marketing, mixed with other promotional tools, to reach a specific audience. Direct marketing has been long standing and continues to grow with innovation. For example, the availability of more intricate consumer databases has lead to a potentially higher accuracy in connecting to the correct target market. Direct marketing use of print media has added newer elements, such as QR codes. This allows consumers to gain access to more information at the touch of a button. When consumers receive emails, the use of credit cards and innovative payment methods such as PayPal has allowed consumers to purchase products with more ease.

Not only are catalogs and coupon books from stores that you have purchased from an examples of direct marketing, emails that share specials are also a great example. But what does it mean for a company when I mark their direct marketing as spam and I don’t see it unless I look through my spam folder? Have they missed the boat?

The image to the right is an email that I received from Famous Footwear. I have purchased one pair of shoes there, and they worked great. However, I do not what to get an email from them every week about the specials. It becomes redundant and a nuance at that frequency when I have other more important emails in my inbox. I might want to know what deals are out there but don’t need to be told that often. They want to send you direct marketing and they ask for your information to send you their promotions as soon as you go to the famous Footwear website

Frequency is most often seen as an advantage for direct marketing, however if your target market is not looking at the information you are sending it becomes a disadvantage. Some other disadvantages that face companies using direct marketing are image factors, accuracy, content support, rising cost and do not call lists. Advantages of using direct marketing can range from selective reach, segmentation capabilities, frequency, testing, timing, personalization, costs and measures of effectiveness. With the right informational databases, direct marketing has the capacity to be a highly successful method of advertising.

May 3, 2013

Post #6 Home Instead Senior Care Support Media

Whether you watch TV, listen to the radio, or drive a vehicle, your life is inundated with support media. Take a quick loop around town, or a walk around your home and you are sure to find a vast array. Advertisers use support media to reach specific target markets. From a billboard located on the highway to product integration in a feature film, support media is of abundance and continues to see rapid growth as new media outlets continue to provide alternate support media platforms.

The above picture is an example of a mobile billboard involving the company Home Instead Senior Care. This vehicle was parked outside one of the many Twin City locations. At first glance the image gives a warm feeling. The picture includes an elderly man being helped by a caring woman. She has a compassionate body stance that shows involvement and dedication to the matter at hand. The small SUV is wrapped in images similar to the one in the photo. Not only does the company name/logo appear on the vehicle, the company slogan “to us, it’s personal” is also included. The last bit of information is the relevant contact information. There are two phone numbers and a direct website address that is specifically for their franchise.

Home Instead Senor Care was once recognized by Entrepreneur magazine as one of the fastest 100 franchise companies in the United States. Started in 1994 as a family run business in Omaha Nebraska, this company has grown substantially into a international business with over 900 franchises throughout the world. Success has come in many ways for this company as a whole. Franchise owners are supported through market tested materials, a strong web presence, and global brand awareness. There has been a consistent brand approach internationally with this business. There are several other examples of these mobile billboards posted on the web that can be viewed here.

Mobile billboards on company vehicles are one specific way this company chooses to create brand awareness and recognition. Driving from one account to another, onlookers and potential clients are able to view the company that is working with clients. With an aging society and changing dynamics in family relations, more individuals are faced with the reality of aging parents and relatives. These individuals are driving around to and from work, to the store, and through neighborhoods. Mobile billboards on company cars are a great way to reach a potential market. When there is a brand presence, persons are more likely to remember the name and reach out to the company. This is an effective support media strategy because of the broad reach and relevant information that is included in the imagery.

April 4, 2013

POST #5: Magazine Print Ads

Magazines…

How many times have you been in an office of some sort reading a magazine? Have you looked at the expiration date? Many times, these magazines are long expired. But they are still there! Did you know studies have found that almost 75 percent of reads keep magazines for future reference? That means that magazines are sitting around in homes, offices, cars, wherever, for much longer than any newspaper ever does. We know that television and radio advertising are successful modes of marketing, but their messages are short lived. Magazines offer readers long intervals of time to refer back to content. Magazine print ads are viewed time and time again as readers page through magazines because of this permanence.

Another advantage of marketing through magazines, is the ability to reach specific target audiences. Selectivity is key to business. Why waist your time marketing a product to an audience that doesn’t care? If my company produces the newest rock climbing products on the market, I want to market my product targeting that specific niche of individuals that use and have interest in my products. While selectivity is important, if you have a product that targets a broader audience, this method of advertisement needs to be used in conjunction with other media sources to maximize the reach. This could be accomplished in several ways including advertising in several different publications instead of just one.

Magazine circulation is one of the biggest challenges that magazine publishers face. Publishers need to maintain the audience that they have and it would be beneficial to gain new readers. The more magazines in the subscription circulation, the more expensive it is for the reader. Over time, readers have been less willing to pay higher prices. Individuals are going to other places for their information. Places that can be easily accessed anytime of the day or night. Publishers have kept up with the technological evolution of the way media is consumed and offer readers online platforms of their magazines. This allows readers to access up to date information from there favorite magazine resources. What does this mean for those who want to physically page through a magazine? Will paper magazines eventually fade, leaving individuals with an online edition of the magazine instead?

Reading magazines is something that can be enjoyable and done at a leisurely pace because of the longevity that is offered. You can keep a magazine for as long as you’d like. Sometimes it is as if the pages are coated in more advertisements than other content. Whatever the case, looking at the ads can be just as intriguing as the articles.Whether they are good or bad, it is captivating when you really look deeper into the meaning of the advertisement. I suppose this is a marketers dream to hear. What’s behind the ad? Who is the target market? Am I the target audience? Is this the right place for the ad? What does that Ad say? Has the ad impacted me? Am I going to act on the ad?

Nikon

Nikon- “At the heart of the image”

Take the print ad that was in the December 2012 National Geographic Magazine for example. Its obvious by the publication date of this magazine, that there is definite permanence of magazines, this one in particular. For months now, this magazine has been around the house and looked at by several different people.

Nikon was right on with the placement of the ad for their D600 camera. National Geographic is an accredited source of scholarly articles. Through brilliant writing and research, National Geographic takes readers to places that many only dream of seeing.

The National Geographic website offers reviews of their products and Photojack says :

“With timeless articles of scientific and historical merit, this magazine always pleases and informs. From it’s inspirational nature photography to engaging articles of current political interest and new scientific discoveries it captivates minds of all age groups. I have a collection going back to 1906 and complete from the 1940’s onward. They are valuable references and timeless snapshots of a world gone by. Hang on to them and pass them on to your progeny!”

Other reviews talk about how the photography alone makes the magazine worth getting. When readers have such strong thoughts about the photography in the magazine, their captivation may lead them to an interest in taking up photography. Individuals that are receiving this subscription appreciate the art of photography and the story it can tell. The ad tells readers:

“Finally, there’s a Full-Frame Nikon for your full-time Passion”
“Introducing the Nikon D600: A full-Frame Camera within the reach of serious enthusiasts”

The simplicity of the ad lends itself to the credibility of the product. There is not a need for filler on the page. A simple photo of the camera and specs are included. When a product can be situated alone on a page with no other interference, the reader is allowed to focus in on the information that is included. I receive the National Geographic Magazine and I am interested in the amazing articles and the vast amount of information that is included. I am am also drawn in by the perfect images that are captured and shared to better illustrate the story that is being told. Without these images, the magazine wouldn’t be anything that it is. The images take readers to the place they are writing about, a place that many will never get to see.

When I saw this ad I was drawn in by the size of the image in comparison to the font size and information that was included. The advertisement is effective in providing readers with enough information to further research the product and was appropriately placed in the correct target market within the National Geographic Magazine.

March 22, 2013

Post# 4- Volkswagen Love

This commercial was first aired on television during the 2011 Superbowl. The commercial is for the 2012 Volkswagon Passat and shows a pint-sized Darth Vader attempting to use “the force.” Darth Vader is feeling a little discouraged until the brand new 2012 Passat rolls into the driveway…

The commercial has received 56,963,864 views since it was posted on YouTube. The commercial can also be found on Vimeo. There have several articles written about this commercial and its overall success.

This article is directed at a target audience that are in their thirties, possibly early forties. The commercial showcases a small child dressed as Darth Vader who lives in a home with what looks to me a sibling and a mother and father in their thirties. The vehicle starts at a price point of “around $20,000.” This means that persons who this commercial is targeted at are those who are about middle class and looking for a vehicle that is hip while being safe and at a price point that people who have careers would be able to afford.

This article appeals to several different generations. The star wars movies are timeless movies that have trickled into generation after generation in popularity. Not only do your mother and father remember these movies, but the over all brad of Star Wars is wildly popular through the youngest of generations of children as well.

Through out the commercial the imagery is paired with Darth Vader’s classic theme song. As an audience we hear the themed music and watch the child sized Darth Vader as his attempts soon become successful when the father starts his engine at the same moment the child uses the force. Of course as we are wooing and awing at the child and his found success, but we also notice that the father effortlessly stated his engine on his remote key. Darth Vader definitely brings a nostalgic feel, but it also says “look how cool you are with this new Passat and all the things it can do.”

This commercial was memorable and one that was talked about after the super bowl was done. After viewers talked about the commercial they looked it up on the internet to see it again and again. This commercial was creative and effective. The child Darth Vader pulls at the heart-strings while providing the viewer with a story to watch. You are rooting for this kid and hope that he can figure out how to use his power. You want him to be successful. The commercial kept you in suspense while he tried numerous things. When he finally succeeds you feel a sense of happiness. When he can’t believe what happened, you smile.

Volkswagen has developed some great commercials that stick in the minds of viewers. At one time I owned a Volkswagen and I felt good when I drove it. I know what the “Volkswagen love” is! Another creative commercial that goes off of the “feel good” feeling is one that recently aired during the 2013 Super Bowl. It is a commercial for their 2013 Volkswagen Beetle. My favorite part of the commercial was the shout-out to Minnesota! Take a look at the video below! I love it!

March 22, 2013

Post #3- Target’s Creative Strategy

This might be your experience as a Target shopper…

I go to Target to pick up paper towels and I leave with a lamp, and so many bags that I need a cart to get them to my car! Oh, and on my way out I stop at Starbucks because it is just too convenient to pass up as I am leaving the store. That is, if I haven’t already gotten a coffee on my way in, because shopping at Target is even better when I get to browse the latest collections at Target with a coffee in my hand! Products yell my name and tell me “You need me! I would be so great in your life. And look I am a great price for a great quality!” Then, I think to my self, “really, who couldn’t use another lamp in there house or some new pillows for their sofa, a pack of socks, or maybe even a box of cutie clementines.” While we are there, we can’t pass the toy isle without “just looking.” You can bet the farm that “just looking” turns into, “they have the new Lego set!” It’s gone from there! You get sucked in and before you know it you are need deep and feel like you should by Target stock because you spend so much money there.

Leaving with a lamp…what?!? Does this sound similar to your experience with Target?

Target has a Low Price Promise that states “we are committed to providing you with the lowest prices possible every time you shop our stores.” While they are focused on bringing low prices they are also focused on quality. Target’s website says the following about their commitment to cost and quality:

We compare prices on over 25,000 items, so you’ll know you’re saving.
To help you save even more, we accept manufacturer’s coupons. We happily accept one manufacturer’s and one Target coupon per item.
We organize our stores to make great deals easy to find.
One-stop shopping saves you time, money and all that driving around.
We would never ask you to compromise quality for low prices.

While target is in competition with the likes of Walmart, grocery stores, Costco, Sams Club, clothing companies, home goods stores and pharmacies, they create a one-stop shop that is committed to the customer and the experience they have with Target. The experience has been enhanced through collaborations with smaller companies to provide “The Shops,” which provide designer collections at reasonable prices.

Target aims to be transparent and consumer driven. One of their creative strategies is to let consumers know they are listening and that they will respond to the needs on their customers. When you ask for certain products, they will respond;

“Affordable prices, more of what you need every day, ease and convenience, and great service—just a few of the reasons to love Target stores. When you tell us how we can help make your life easier we stock our shelves accordingly—which is why we’ve added more fresh groceries to our stores.”

Do you feel like this in other stores? Target Corporate has a lot to do with what the stores look like through market research and the needs of the customers. However, when consumers go into their Target store and see they have been listened to, there is a certain brand loyalty that is created.

Whether it is a new product showing up on the shelves,a quality “Up and Up” product available to the consumer that rivals a name-brand product in quality with a lower price, a feeling of acknowledgment, or a specialty collection that brings designer products to consumers, Target is “spot” on when it comes to effective creative strategy.

February 24, 2013

Extra Credit: Take a swing on the “Vine”

Vine is the newest addition to your social media toolbox. This is Twitter’s recent release. Vine works similar to instagram. However, there is one significant difference. Instead of uploading pictures, six second looping videos can be uploaded. With this time limit, users are challenged to be creative and to the point, using this app for more than just fun. Vine can be used as a vital marketing tool.

The app is user friendly and account settings are simple. Videos are easy to create and record with the press of the screen, which allows users to upload solid six second videos or stop motion style videos.

This application can be compared to the “cinemagram” app. The major differences between the two are that Vine includes sound and the time limit is two seconds longer in length.

At this time, Vine only works with Apple devices and can be posted using Twitter and Facebook. With all the excitement around this new app, many are saying that it would be wise for Android to move fast before the hype fizzles.

Have you used Vine on your device? What do you use it for? How do you like Vine compared to cinemagram? Do you have an Android device and want to try this app? What do you think about Apple always getting the first trials for apps?