Buzzy Bee

(Extra Credit) Follow up on new trends

2007-04-29T17:31:00.000-07:00

After writing my review of what I have learned this year about guerrilla marketing, I decided to stay in tune with the newest trends and see how creative people were becoming with their advertising ideas.

And wow, was I ever impressed. These new ideas have really got me thinking. I wonder if the creatives of this work are traveling on a subway to work, just looking at normal objects and putting their clients product in place...

Or perhaps they wake up from a wild dream after brainstorming the night before on a pitch that's due the next day. Maybe they wake up from the half-reality, half-surreal state and come up with some really outgoing advertisements...

Either way, the power and pull of these ideas are amazing. Though some may see them as rather invasive, and even somewhat dangerously distracting, I feel they have distinct advantages over traditional advertising.

Advantages:
-garnish attention and making people stop and read the message
-lasting impressions
-gives company name a creative and innovative image
-impresses people
-make people think

Possible disadvantages:
-too invasive/distracting (accidents/annoying)
-short effect
-limited reach

To me, the advantages certainly outweigh the disadvantages. If I were a client in this day and age, I would work more on integrated these guerrilla tactics alongside other traditional methods, gaining both side's advantages.

Check out the rest here.

(FINAL POST)- Guerrilla Progress

2007-04-27T11:32:00.000-07:00

Several months ago marketers and advertising professionals were raving about the death of the 30 second television spot, and the detrimental effects to the industry. The truth is that these people did not fear the decreasing impact of TV advertising, but rather dreaded the total fall in traditional media approaches. By having the opportunity to create this my blogging project I was able to really tackle this issue as well as the crucial alternative to this potential conflict: guerrilla marketing and word of mouth/buzz advertising. By closely monitoring the industry and keeping up to date with blogs, AdAge weekly, the news, and other media networks, I was able to form my own opinion on whether or not traditional media was dying. More importantly, however, I was able to discover the fields of non-traditional advertising like WOM and guerrilla efforts, and was soon able to notice the power and potential of an ever-changing marketing tool.

Back in the beginning of the year people viewed buzz marketing as less accepted and unpredictable means of advertising, truly undermining the potential of its powers. There were the new trends, like moving billboards, segway advertising, and even bicycle advertisements. But deeper under the surface was a greater potential and creative way to reaching consumers of all markets. Starting around late January, stretching into early February, people had a nice glimpse at the power of this form of marketing/message relaying. Peter Berdovsky and Sean Stevens created a guerrilla campaign for the Cartoon Network show, Aqua Teen Hunger Force, which quickly caused the city to seize activity momentarily. This example demonstrated nearly all aspects of what my blog was about. First, the guerrilla campaign was something non-traditional, and much unexpected by the mass public it reached. And when the work was released, an enormous amount of WOM began which spread the story to parts all around the world. It created a buzz, whether positive or negative, which attracted more people to the events, a large portion of which then paid more attention to the station’s show. Even if the effects were an indirect result from the desired outcome, the stunt caused a large increase in attraction to the show.

In other less subtle ways, guerrilla media has started to reach into other popular forms of media, including the Internet and certain social networks. With the help of certain software and programs, marketers have begun to mix guerrilla efforts with interactive consumer content. Blogs, including mine, have become the newest technological socializing method used by millions of people throughout the world. The advantage of this method allows marketers to not only create company blogs, but to also monitor the consumer activity concerning their business on other’s blogs. With consumers, not companies, spreading the messages about certain products and services through WOM, businesses are either sharing positive feedback and return, or negative publicity.

Furthermore, companies are also finding their ways into social networks like youtube, facebook, myspace, and more. Through hilarious video postings and clever company ideas, I was able to discover that this buzz form of marketing has the potential to create a great deal of WOM among consumers and explore several relatively new advertising outlets. What has been scaring marketers, however, is the interactivity involved in this network marketing, and the pull it has on consumers which decreases use of more traditional media choices.

With that said, I have noticed that companies would rather take advantage of this opportunity, rather than neglect and ignore these alternatives to “older” forms of advertising. By having this blog project, I was able to explore one of the newest forms of media: Second Life. This online world filled with imagination, creativity, and endless potential has sprung many ideas for advertisers all over. Companies like Coke and Mercedes have already begun to experiment with advertising in the Second Life world. They have been seen branding islands, creating brand representative Avatars to relay information in world, and even place their products in the “game” to allow people to purchase them. Again, these non-traditional efforts are all part of a campaign that causes greater buzz and attraction among consumers. To expand upon this more, advertising agencies and marketing firms have built in world islands which allow them to express their creative efforts and abilities to prospective clients and employees. Through my blog research I have begun to speculate that Second Life could be what the Internet was to companies several years ago.

Another advantage of this blog project was the ability to witness the advantage of such marketing efforts in this field. I was able to watch Chipotle, a McDonalds franchise spin-off, benefit from these forms of non-traditional advertising. The company was reported claiming that they barely use television spots and other traditional approaches. Instead, they rely heavily on quality customer service leading to increased customer satisfaction, which ultimately leads to more WOM between consumers. And in the end, the power of positive WOM can be worth 1000 television commercials. This is because a friend is more likely to credit and believe another friend who raves about a new restaurant like Chipotle.

Though guerrilla marketing and WOM tend to rely on non-traditional efforts, it shouldn't downplay certain traditional measures still affected in these fields. In fact, a recent incident involving Imus, a popular radio DJ, became so popular in the media that Nike decided to respond in one of the most traditional ways: a Magazine advertisement. The issue involved negative comments released by the DJ about a women’s basketball team, and the news of the event quickly spread through the power of WOM relaying on websites, video postings, and nearly every blog.

But the new trends are what seem to interest me most in this field of the industry. I discovered that with the help of buzz/guerrilla campaigning, certain industries and artists whom would usually reject marketing have now come to embrace these new methods. For example, Nine Inch Nails, a popular industrial band strongly against many forms of media, have taken advantage of such unexpected and untraditional methods. They have recorded certain tracks and hidden them on USB drives throughout their concerts during shows. After fans find these USBs they are encouraged to go to artist-created websites and blogs to review and spread the message of their events. It’s all an intricate plan devoted to increasing consumer (fan) involvement.

The only regret and complaint I have about this blog project is that our time was too limited to discover more about such an interesting field. In other words, I hope to expand my blogging experience and truly discover the fields of guerrilla marketing and buzz advertising. In my opinion, after extensive research and industry watching, I feel that guerrilla campaigns and efforts are the new ways for our generation. We are a tough to reach crowd, and a multitasking, multimedia consuming crowd. Without these unexpected and nontraditional ways, companies messages would be lost in the noise of more traditional displays. With that said, I feel the future of advertising lies within this field of the industry. Through experimentation and trail and error with guerrilla attempts, people have already come up with certain tools like building graffiti, which is yet to become a mainstream form of advertising. Certain uses of this marketing allow for enormous amounts of creativity and endless ways to create consumer buzz. If you don’t believe me, check out the new Justin.tv website, and see the power of WOM on a live feed. It’s going to be interesting to see where the future of buzz advertising takes us, and even more exciting to continue blogging and staying in tune with this interactive world.

(Extra Cred.) A who new way to smell fragrences...

2007-04-25T21:13:00.000-07:00

Second Life is a relatively new platform that has been offering endless creativity to the most imaginative people, including several business. But you may notice one thing wrong, Avatars cannot smell! For that matter, they barley have access to all 5 of their senses. How are businesses going to attract Avatars to their freshly cooked food products or lovely smelling roses?

Well now, Calvin Klein is saying who cares if the Avatars cannot smell their products, they can still experience them. And after all, isn't that whats most important, the brand experience.

CK is planning to launch their newest fragrance, CKIN2U, in Second Life for Avatars to experiment with. They are well aware that you cannot smell a product in SL, but have no objection to doing so and think it will be a new interactive way to stay in touch with the brand.

Since you cannot smell the fragrance, spraying it will form sparkling bubbles to form around you or other Avatars, initiating conversation among who ever is around.

Along with this new outlet, CK is teaming with Justin Bovington’s Rivers Run Red on the Avalon island in Second Life. And according to the blogs
CK will be holding a photography contest with a grand prize of 1 million Linden (SL) dollars. UK visitors will also be able to visit a website to order a free sample of the fragrance.

Personally, I think this new launch strategy is a great idea. Judging from the recent television ads for this new fragrance, CK is trying to target a slightly younger, teenage/young adult market (18-24). Using such social networks like Second Life provide new ways of website traffic, interactive consumer involvement, and great ways to build brand awareness, desire, and image.

Though people cannot smell the product in SL, they also cannot feel the SL Lexus they drive, taste the SL Coke they drink, or feel the expensive clothes on your SL Avatars. Does this stop them from spending real money on these SL items? The answer is no.

CK is intelligently integrating the new forms of media and is making sure not to neglect a large outlet used by their target market. Hopefully this plan will help build positive brand image and an increase in awareness, driving a step closer to great sales.

To learn more, check out this site, or here

Turning a positive into a negative?

2007-04-19T13:38:00.000-07:00

Word of a brand new campaign has come out by Nike, a relatively short and specific campaign. In response to the ignorant remarks by Imus (WFAN radio host, Nike created a very simplistic looking print ad solely for New York Times source (particularly the Sunday April 15th edition).

The ad used an ample amount of white space and rather informal tone with its copy. Though simple, the ad has a very powerful message and will surely inspire and motivate not only women, but people all over the world.

What does this say about the issue?

Well, like the last line states, humankind has a long way to go. We have a long way to go with censorship, racial issues, ethnics, politics, gender agreements, and much more. But most importantly, in a very subtle way, it is saying Nike supports these insulted women, and recognizes that their company stands above these petty arguments. They are not coming straight out and saying we support these women, as well as all other athletic women, so buy our products! They are respecting their sponsored athletes, and noticing their feelings and rights beyond the court.

In my opinion, it is a very effective message and caring attitude to take. They are taking an approach that risks judgment and criticism from many other radio hosts and affiliations. There is a fine line concerning advertisements that cover such controversial issues, with such little time in between. Many people could say this is distasteful to take advantage of such a situation by putting your logo all over it, and saying they are here for them.

But Nike has always had a reputation of motivating and encouraging people of all kinds to be themselves. I think this ad perfectly displays their true feelings and attitude towards the situation. Plus, by limiting the medium to one edition of one magazine, I feel the ad as more of a PSA then an endorsement recognition.

Besides the fact, without such powerful word of mouth and buzz about the situation, this whole advertisement would have never been possible. It is amazing how quickly something is reported and turns into a nation wide concern.

I say thanks Nike, thanks for confronting and handling the issue properly.

Check out more here
or Nikewomen.

More sites of NIN

2007-04-16T13:33:00.000-07:00

Just found some more sites released by Reznor, or at least in affiliation to the group NIN as part of their new viral marketing efforts:

http://anotherversionofthetruth.com/
http://bethehammer.net/mallory.htm
http://105thairbornecrusaders.com/memories.htm
http://www.consolidatedmailsystems.com/citizen_unknown/

NIN is changing the music industry...

2007-04-16T12:51:00.000-07:00

It's not what you would expect from such a different band. And as much as Nine Inch Nails' lead man, Trent Reznor, claims it's not a marketing campaign, it really is. To promote their new album, Year Zero, NIN has begun a new marketing approach, something less traditional and more interactive with their fans and even live audience members.

Think of their new efforts as an interactive guerrilla campaign, except the volunteers who act in the campaign are fans, or even you! These efforts cover several tactics like text encrypted into t-shirts (revealing websites), Orwellian websites produced by the band, and my favorite, USB flash-drives found in bathrooms of the concert halls during NIN shows.

If you check out this site, you'll find multiple sitings of these reported USB findings. Reznor also comments on the drives saying they were just another way of circulating the music, and getting pass the outdated CD medium. In my opinion, this was a genius way of promoting the music of NIN. Not only does it drive people to their shows, giving them something exciting and thrilling to look forward to, it also provides one of the best forms of marketing: word-of-mouth. These songs that people find in the bathrooms on these drives are brand new, from the latest album, and not even released yet. After finding these, one is compelled to share their discovery with as many people as possible to spread the music.

These new was of marketing and promoting a band's music is taking campaigning to the next level. It provides people with an interactive "scavenger hunt," something to get people involved in the music and artistry behind the band. By exploring the above website, one can take a look into the haunting, yet intriguingly interesting stories of Parepin, a large influence to some of Reznor's chilling lyrics.

With the help of 42entertainment, NIN has produced a promotional campaign which has given fans enhanced access to the music, and a better way for people to become involved with what they love. Like mentioned in earlier posts, giving the consumer control and alternatives gives them the freedom they desire, and the desire to want more.

To check out more, visit this article.

And you thought the iPhone was ahead of its game...

2007-04-11T21:01:00.000-07:00

Technology is a rather spectacular subject. There are the advantages it brings, and there sure are the downfalls with its furtherance. Its latest advance, however, is something incredibly powerful, whether good or bad.

Companies like NeoMedia Technologies have undergone research and development to bring some of the most advance information retrieval to cellphones today. Picture yourself and other customers finding something you may want to purchase: a house, car, food/beverage product, or even service. What do you do? Well, depending on the product value, you usually research the product, whether it be its nutrition value, price, or performance. Usually, you may find yourself doing this on the Internet. Now, imagine yourself driving by a billboard that displays a message for a new car, pointing your cellphone at the sign, and receiving a text message that displays all of the product details (size, color options, price, monthly rates, etc). Intense, right?

Well the capabilities are already underway. McDonald's in Japan are allowing consumers to point their cellphones at a hamburger wrapper to acquire the nutritional information. They are even using cellphones to board airplanes, not paper tickets!

Think of the possibilities. You no longer will have to drive home back to your computer to do the research and the cool new product you saw while out. All of the retrieval will be done on spot.

In my opinion, it seems that the term "point-of-purchase," and even "impulse buys" have expanded their boundaries. It's like your product has a POP display wherever it stands for customers. People will most likely be more willing to make purchases with fewer waiting time in between their initial desire for the product, and the point it takes to decide.

Companies like Hewlett Packard are quick to jump on this new technology. They are teaming up with other companies, mainly Microsoft and Motorola , to further advance these capabilities and bring more convenience and power to the consumer. Advertisers will soon join this movement, once again changing the face of advertising and the way we make our purchases.

I agree with the article in saying that there will be a little difficulty in attracted consumers to truly utilize this option. Over time, people will probably lack the urge to go out and scan products and objects just for fun. Once the initial buzz of the new technology is over, advertisers are going to need to develop new ways to attract people to do this. People will not just randomly do it, you must provide an incentive or an intriguing factor.

I have been giving this some though and have come up with a couple ideas. First off, you could leave the customer wanting more with the actual physical message in the store. A sign for Axe Bodyspray may show a beautiful girl revealing a portion of her body, then the tag-line saying, "scan me to reveal more..." Or on a less riskier note, you could have a Pepsi POP say, "scan here to receive a promotional code to use at the register as a coupon."

The possibilities seem endless at this point. The only thing that worries me is the security precautions that may come with this new technology. For example, the use of the cellphones as plane tickets may just be a little too much. This could bring concerns as for forgery and other threats.

Check out more here .

Extend your "fifteen minutes of fame"

2007-04-10T08:29:00.000-07:00

Ketchum has announced that one of its subdivisions, Zocalo Group, will open this week. Zocalo is a new company devoted towards word of mouth (WOM) advertising for companies and businesses looking for an addition to their traditional advertising. Literally, a Zocalo is a leisurely area that comforts people to visit, relax, and enjoy great conversation with one another. In essence, that is what the Zocalo group is attempting to create and maintain. They want your company to capitalize on your most important customers, or the evangelists as they say.

The group's equation for success is simple:
Impress customers with your product/service and they will become natural advocates of your brand and will be willing to share the word (Organic WOM). Then, amplify these feelings of sharing messages through strategic and efficient marketing campaigns (Amplified WOM). Put these two together and you have Organic WOM + Amplified WOM= Sustainable WOM).

After looking at the numbers, it is easy to persuade yourself to believe in this methodology. I cannot help but agree with this company, along with several other professionals of the past, when they say that WOM can be the most successful form of promotion/advertising available. To harness the power of trust, credibility, believability, and persuasion between you, your customers, and their peers, can be a powerful tool. I have been a firm believer in WOM and find myself easily persuaded by my friends and family when it comes to purchases. Nearly all of my products/services, besides clothing, comes from recommendations from others around me.

My impressions of this subdivision are quite positive. I feel like more firms/agencies should take advantage of these opportunities within controlling WOM and increasing your message sharing abilities. As for their implementation of their strategy and delivery, I again stand impressed. Their helpful model and extensive customer categorizing shows promising dedication that they will seem to be following.

My only concern, and skeptical outlook, is that I believe it will be very difficult to measure the success of specific Word of Mouth advertising. Though they stress their advantage and capability of measuring their results specifically, I have yet to find their approach to doing so. In my opinion/experience, WOM is very effective, yet nearly impossible to measure. Of course the use of surveys and questionnaires can help this problem, however, I am interested to see if Zocalo has other ideas.

Check out more background information here

The middle man...

2007-04-06T07:51:00.000-07:00

Again, another interesting post...

Triangulation is an interesting theory to think about for many marketers and entrepreneurs.

I myself instantly started to think more towards the 16 dollar bottle. Amazing what more options/competition can do in this consumer driven world.

Risky business

2007-04-06T07:40:00.000-07:00

Again, while reading over some of Seth's posts, I came across an interesting little blog that I thought was noteworthy.

Risk truly is something companies worry about day in and day out. Executives make decisions to buy new products, acquire new services, and even hire new people everyday based on the risk of their new acquisition being successful. Seth mentions a key point that most B2B transactions require a large amount of risk, seeing as the amount/size of their order is much larger then most consumer requests.

I do have to agree with him for the most part. A high amount of risk is not always a negative quality. It intrigues certain people to try new alternatives and hope for the best. And like he says, when people discover a new success, coming from a large risk, they are much more likely to tell their associates and friends.

Think about it. It is like hearing about a completely new computer coming out, something different then a PC or the all mighty Macs. Not everyone is going to be quick to jump the gun on it because it is a huge risk compared to the safety they have with their previous computers. When someone decides to indulge in this risk, however, and find success, well then the new Apple has been created. These satisfied customers will soon spread (WOM) the word and the business will benefit from their risk factor.

Word of caution: creating products with a higher risk is not always wise. Though it does have the potential to generate a great amount of buzz, you must be 100% confident that your product/service does not fail.

Justin.Sane!!!

2007-04-05T18:08:00.000-07:00

While checking out some great blogs this week (including Seth's blog), I came across a rather interesting and peculiar site. It's called Justin.tv and gives a unique look at one individuals life. If you have not already done so, I strongly urge you visit the site and spend some time there, for this could be the start of something new.

Justin, the CEO and cameraman of this site, has strapped a camera to his hat and has been recording his life for the past 17 days now to its entirety. From running errands to the post office, to going on dates with girls he meets, he makes sure to include every single detail as if you were right alongside him, as a Siamese twin. The interesting, yet rather brow-raising feature of this site is that the video is streamed live for any visitor to see.

The homepage consists of a video display of Justin, links to his blog where he recaps his day, forums, detailed schedules of his days, and more. When I visited, I was surprised to find so many fans and other visitors conversing rapidly on the interactive chat-boxes provided through the site. As I sat waiting, watching Justin type away on his laptop, I wondered if he ever interacted with the live audience he had on his site. I also began to ask people and fans there what attracted them to this site, not only initially, but to return as much as some did (nearly everyday for some). Disregarding some ignorant remarks, I managed to reveal that people just liked being there, talking with others, and watching another person live there life. It seems that people have this fascination with watching and knowing what other people are doing. Yet I cannot really complain, because I too found myself glued to the website, watching this stranger's every move. It was intriguing, yes, but rather creepy at the same time.

After about 20 minutes, however, I finally decided to pull myself away from watching him and put some real thought into what was going on. My first question was whether or not he really came up with this idea, or is some company behind this? And if there isn't, how long is it going to take for there to be one backing the project?

Seeing as this blog is all about advertising, I also thought about the endless possibilities with this new media. First off, Justin already has sponsors filling the bottom portion of the site, and they aren't little local companies. Companies like Go Daddy and Zipcar are already backing him financial. I think it will only be a matter of time before the banner ads and possible pop-ups come.

But the big idea, in my opinion, is the possibility of extreme product placement. Think about it for a minute. The more people that come to Justin's site, the more hits he gets, and the better ranked his website becomes. The better ranked, the more attention he will receive from marketing companies and advertising firms seeking locations to put their products/services. Now, digest this.

Justin lives his life day to day, minute by minute on camera to the entire world. He eats certain foods, uses specific electronics, wears branded clothes, and much more. Imagine these companies contacting Justin about how they want to "sponsor" him in his life! He would be one of the first sponsors of a company for doing nothing! He wouldn't be an athlete, artist, or musician. Companies like Apple could buy his crew laptops and get full product placement. Even car companies can lend him cars so he can drive it around where ever he needs to. The potential with this website are amazing, and I can't wait to see what happens with Justin.tv

Until then, check out what he's doing, spread the word...it's something to watch
Check out this article about it, the Real Truman show

Ask Google what they think...

2007-04-02T12:52:00.000-07:00

If you Google my name, you'll most likely find a link to this site in the top 3 links. In fact, if you Google your own name, you'll probably find something long lost about yourself. That's not the point. The point is, nearly everyone who uses the Internet uses Google. To many, Google has become their homepage and a sole search engine devoted to research, entertainment, and news. In fact, this blog is even powered by Google. At some point, one must stop and wonder when the line of being a monopoly is crossed. Recently, someone actually did stop to question this fact, and that someone is competitor Ask.com.

In a new effort to expand people's methods of obtaining information via the Internet, Ask has begun a guerrilla marketing campaign that has intrigued quite a buzz. This new campaign was recently launched in the UK and can be seen on the underground rails of London. The idea was formulated through the frustration of many reps at Ask. The employees were not necessarily angry with Google, for they mention how Google has done nothing wrong. They are more disappointed with the way people retrieve information on the web, and usually rely on only one source/search engine.

The ad is meant to generate a great amount of buzz among people, intriguing the viewer to visit the sponsored-site shown. Though it is quite an effective ad, people have criticized Ask for not listing their name on the message.

In my opinion, however, leaving out the Ask logo/name in the ad has several advantages. This is a message to sway people away from using one primary search engine, mainly Google. It would be a contradiction if Ask were to label their-selves in the ad for it would give the impression that they want everyone to use their site now. In comparison, it would be like a giant PSA campaign to encourage people try different things, but then hinting that your product/service is the best alternative. Plus, that is the intention of the ad, to tell people to try more sites when searching for information. This is why Ask lists several search engines on their mentioned website information-revolution.org, giving people an option to check multiple sources.

If you check out this site, you'll notice a "revolutionary" tone to the pages. You will also find the Ask logo at the bottom of the page, revealing who is behind the message. The company is asking people to join the movement and describes that the freedom of information is an important right to possess, and nothing should limit that. Though there is still criticism from skeptical people who argue Ask should not intervene, the site legitimizes Ask and shows that they truly are concerned in this issue, rather than wanting people to use their site.

Both bad and good, this guerrilla campaign has sparked quite the commotion among several people and groups. The advertising will soon extend to other outlets including print, radio, TV, and billboard. The messages have started debates on many blogs and through several public. Despite the backlash, I feel Ask needs to stick with with their campaign and support something that is going unnoticed among many.

The freedom of information lies mainly within the hands of the people. Especially when concerning the Internet, I feel people need to take more responsibility with their information obtained and how they source their gatherings. I feel Ask has done a great job in informing people on the issue, and should continue educating people through the power of WOM and guerilla advertising.

To read more on the topic, start with CNET's News.com post.

Real men cry into Brawny towels...

2007-03-30T07:17:00.000-07:00

The more people and companies become comfortable with the Web, the more they start to experiment with new tactics and strategies with their products and services. Viral marketing, with roots stemming far back, is actually considered rather new and still hasn't caught on by many top companies. But for businesses like Brawny paper towels and Frito Lays Doritos, viral campaigns are not all that new, just still very successful.

Recently in the New York Times, Georgia-Pacific, one of the world's leading manufacturer of such products like paper towels and paper, have created a campaign that uses viral marketing to sell Brawny paper towels to women, age 25 to 54. They have justified this market due to the increase in amount of women spending much more time on the Web these days.

To start this campaign, GP used a very traditional viral technique of sending emails to all of the people who signed up on www.allyourrooms.com, a site created by GP for people to check out tips on cleaning, decorating, entertaining, cooking, etc. In my opinion, this is a great, personal way of contacting these people directly to inform them of the campaign. Of course, email is fading these days, but it is still one of the most strongest direct-mail services. These people are encouraged to visit the Brawny website, and check under the "tongue in cheek" section to hear some funny comments by the Brawny Man like, "why, you look beautiful today...it must be your eyes." The most important part of this campaign is not the commentary being spoken, but the button below the image that says, "send to a friend." This is the viral success of the campaign, the endorsement Brawny receives whenever one of these women visits the site, watches the clip, and then sends it to a friend.

Even better, the site has a link to the Brawny Academy, an actual reality show directed at the women of this target market. The show consists of several wives (of this age group) who are fed up with the laziness and dissatisfying ways of there husbands, so they send them to Brawny Academy to go through a forest "boot camp." The trailer, is rather amusing and the episodes are promising. I am sure it will be a successful show which just provides another outlet on the website for these women to stumble across, and become hooked on. These shows provide more power because they have the ability to entertain these women, and hold much longer visiting times. The more time the women spend watching these shows, the more they are exposed to the Brawny Man, the labels, the logos, and most importantly, their husbands using these products. In summary, these are all effective ways to brand this company to their markets, and a more efficient way to spread the word of their products.

Still, with such great ROI from the website and increase in awareness through the viral aspects, Brawny spent less than 1 percent of its $24.2 million estimated budget on the Web,and a consistent 31.4 percent on broadcast network television commercials.

Slowly, companies are learning the importance of not only the Internet, but the online interactivity and integration that is involved. The more outlets and entertainment your provide for your consumers who visit your site, the more chance you have to provide product/company information. To further this, the more creative and popular you are on the web, the more people will talk about your site and your products that you offer. It's a chain of events that needs to be mastered by any company in this day and age of technology-based consumers.

To check out more, visit the New York Times.

Rap Cat...

2007-03-27T08:11:00.000-07:00

Sometimes, franchises are known to have some hilariously random advertising campaigns. Such irrelevant work that you would think this stuff would never sell the product at all. Take Burger King's Buckin Chicken commercial. Obviously a funny play on words here, not a whole lot to do with the brand, but the commercial still ranked quite well in consumers mind's.

Well, Checkers, another burger franchise (less known), has decided to go down the same road. Instead of spending their advertising budget on typical TV spots, print ads, or billboards, they have devoted a large portion to Rap-Cat.. This is a very funny website devoted to Checkers' little furry mascot, a rapping cat. Hes got videos, a bio, music, extras, and even merchandise! People who visit the site can by ringtones, join the fan club, or buy their cats Rap-Cat accessories.

The clever part of this site are the commercials that are nicely woven in to the other content, making them rather funny and enjoyable to watch. Also, this is an age of nontraditional marketing, and pulling a stunt like this has the potential to greatly help your business.

As me and my friends watched this site, after laughing for several minutes, we started talking about how great it was. I hear one of the girls I was with say how she wanted to buy all of the cat accessories for her cat, and even get the ringtone. My other friend said how he had never heard of Checkers before, and is very intrigued to try it now.

This is a perfect example of buzz marketing, and word-of-mouth at its best. I congratulate Checkers for a job well done, and recognizing that perhaps an interactive website is whats best for certain consumers today.

Warning: listening/visiting this site will get the song stuck in your head all day!!!
(it even made VH1's top choices here

Promote this...

2007-03-26T11:04:00.000-07:00

I am at it again, time to get this blog out there.

If you can recall, a couple of weeks ago I posted on this blog about how to promote your blog and what steps I had done for mine. To start with, I signed up with Weblogs.com and Blogdigger.com. These sites update their directories every time I post, giving searchers of those sites an opportunity to catch my blog.

I then linked my site to my email signature, and watched my responses/comments climb. This helped show my bosses, family, and intern-manager who I was, and what I was doing with my time.

I topped it off with tons of Word-of-Mouth promoting and filling my social networks with my link (AIM, FaceBook, etc).

Today, I tried a new technique, simply respond to my peers and fellow bloggers. With my classmates, I spent time reading through several blogs, commenting on the posts that I found most interesting. I also checked outside sites/blogs and emailed several people about their input on certain matters at hand. Forrester's Marketing Blog was a site I visited and commented on.

Commenting on blogs not only allows you to check out what other people are saying, but it also leaves room for you to drop your URL. This is a great way for the authors to spend a little time at your blog in return. In fact, it also keeps you more involved with the entire social network of blogging, and the more your involved, the more known your blog will be.

Cool advertisement

Pinkberry in Second Life?

2007-03-21T18:48:00.000-07:00

Recently, I have been talking a lot about Second Life. After all, why not? Mark my words, as well as the many others from people who told me, it will eventually be all over the world, or a new world within itself.

I am also performing extensive research on Pinkberry, a relatively new frozen yogurt craze that has swept addicted customers across the West Coast (California), and a few locations in New York City. In determining a successful marketing plan for this company, I have teamed up with a small group to target 18-24 year old College Women of these areas. The primary markets will be geographically located in California, while the secondary market will consist of relatively the same type of students located in NYC.

As part of our plan, we feel that creating a SL build for Pinkberry will be essential and a creative way to express Pinkberry's brand image. From my numerous hours spent in SL, I have noticed one key characteristic: people love to accessorize and add to their avatar's experience. What would be more perfect then SL people walking around indulging in some tasty Pinkberry frozen yogurt. I myself love to be carrying around a Coke can, casually sipping of the drink from time to time. If there were Pinkberry stands set around different locations, however, I would obviously switch to this cold and delicious treat.

One of the major distinctions between SL and real life is the endless amount of creativity and imagination that SL can provide. With that said, if you want your company to stand out in the game, then by all means do so. People usually don't explore SL to be bored by a crowded and unimaginative Mercedes Dealership, or a boring PR firm. Companies should express their creativity in the game to show how open-minded their brand can be. Take the advertising agency, Leo Burnett, for example:
Leo Burnett Headquarters

What, you didn't expect a large "tree trunk" building with bouncing apple rides and flying pencils for this firm? Well this is exactly the point, companies like this are able to show their creativity and prove to prospective clients that they have the imagination it takes to support their products.

Or how about Kawaii Ku, a fantasy shopping center where some parts are based from "cartoonish" landscapes, and others portray more dirty, bad parts of the city:

As for Pinkberry, they need to create a main Island shaped like a giant dish of their frozen yogurt. The swirl would be very colorful and contain several toppings, offered in real life, and placed as objects for visitors throughout the island. A very important factor would be the presence of Pinkberry representatives (as avatars of course). This way, if people had any questions about Pinkberry products, nutritional value, locations, or anything, they could be easily helped. They should also include the company website as a link so people can simply click on the link and be taken to the site.

Beyond the island, Pinkberry should work out agreements with other major locations in order to open up SL stores and mini-stands. This would further increase the awareness, and hopefully popularity of the yogurt.

The reason Pinkberry should open in Second Life, according to our plan, is due to the increasing statistics of college users across the world. It is projected that this market will soon be a leading segment of Second Life, and that branding a company in world would increase their chances for success.

By using the appeal of creativity and friendly representatives, Pinkberry has the potential of successfully increasing their brand image and awareness through SL involvement.

Can marketers really socialize with social marketing?

2007-03-20T16:27:00.000-07:00

Whenever a new form of media is introduced to the public, it is only a matter of time before marketers consume the outlet with floods of advertisements. Just six months ago Google was offering Youtube 1.6 billion dollars for ownership, and of course there would be an advertisement strategy involved in the purchase. But with new ways to advertise on these sites, new viral ways, is it really acceptable to the public.

Let us take the very popular College Humor website, visited daily by prankster college students, or others just looking for a good laugh. The site is filled with hilarious pictures of college peers, witty editorial articles relating with the students, and the much visited daily videos . I have to admit, I am, and have been for a few years now, a huge fan of the social media based site. I visit nearly once (if not more) a day and at least check out all of the videos which provide me with a great laugh.

Recently, however, I have found something rather intrusive, something that serves as quite an annoyance for me. College humor has started to place advertisements around the boarder of several videos I try to watch, encompassing the entire outside of the video space, and usually plastered with logos. I would link the site of this advertising, but they appear randomly when you watch the videos, so I urge you to watch several of them to see for yourself.

Now, I am by no means a advertising critic, and rarely do I complain about the amount/intrusiveness of advertisements in my life. But I too have lines that can be crossed.

To start with, I go to this site not only to watch the videos, but also to read the clever commentary that is paired with the video. Its like they give you something to look for while watching. But with the addition of these "frame-advertisements," The commentary text is completely cut off, and I have to instantly close out of the advertisement to read the content. By then, I have seen the video, miss the joke, and am ticked off.

Secondly, the first time I saw this type of advertisement I was very confused and thrown off. While watching a video of a student streaking across campus all my attention was focused on the giant Kraft label that surrounded the video. Initially, since I had never seen these advertisements, I thought Kraft was sponsoring the video, and in fact performing the stunt (or at least encouraging it). As I continued to watch, confused, I thought to myself,"this is some bad publicity for Kraft."

So all in all, its no surprise to me that advertisers will be "invading" social media networks, nor do I wish them not to. But in order to be successful at doing so, I rec commend several points. First, don't cover up important information on the site that visitors depend on, your ad will be closed immediately, and if it does stay open, consumers will be aggravated not with the site, but your brand (gives them a face to blame). Secondly, be careful who your "unintentional" sponsors/partners are. If your company deals with preventing fires, make sure you don't advertise on a site like College Humor where your logo and company will be surrounding a video of pyro-maniacs.

I have come to accept this frame advertising, and in fact enjoy its efforts of being less intruding on visitors. But there are some minor changes that need to be done in order to generate success from them.

For more information, check out Ad Weeks related article with Google & Youtube.

Second Business...

2007-03-19T07:02:00.000-07:00

After recently visiting some interesting company fronts in SL, I have taken away a bit of advice for future companies, or perhaps one of my own some day. Second Life is a different world, with different rules of society, and this should be well noted when thinking about building your business here.

To start with, I checked out the ever so famous Leo Burnett build. It was a lot like what you wouldn't expect. Mainly outdoors, there were large "tree forts" with libraries on top. There were some interesting objects like a bouncing apple, which hung from the trees, and a flying pencil (company trademark) for all visitors. One of the most eye-catching parts for me, however, was the large auditorium with a microphone in the middle. I'm guessing this location is used for larger conferences and meetings with the agency and visitors or even faculty.

The other two places were personal shopping centers not for yourself, but for your second-self, your avatar. Here you could preview all sorts of merchandise ranging from roman clothes, to body piercings, to tattoos, and even range rovers and porches. Each location was laid out in a unique way; one store had a more professional, mall-like feel, while the other shopping center was set in an anime cartoon land. Once walking through different portals of the areas you could teleport to larger cityscapes and window shop there (unless you had some real linden dollars--which cost real U.S dollars). The best part about these locations, the call to action shown right when you teleport. Paper Couture, a Second Life clothing business, has left their link in their build, making it easy to just click it and visit. You can preview all of the clothing collections and view model avatars wearing the clothing. Back in the store you can by the clothes again on Second Life. Interesting enough, its almost the reverse process of how we buy merchandise in real life.

As for creating a successful business front in SL, these companies had some pros and cons. Mainly, I feel the name of the actual location was not branded enough, or barely visible. If I came across Leo Burnett in Second Life, I wouldnt have a clue as to where I was.

This brings me to my advice about opening/building your Second Life business, or business in Second Life. First off, certainly spend lots and lots of time in SL before thinking about building (did I mention a lot of time). This program is relatively new to many people, and to rush into something may not be as fortunate as the original internet outcome. It takes large amounts of money and time to maintain a build in SL, so have someone from your company research the program, the surroundings and everything else involved with your build plans before you begin. Also, be prepared to have a PR firm/individual ready when you do build. You never know what could happen to your image once placed into a world that is bound by minimal law. Be careful when building.

Create a build as you would in real life, but use the creative advantage of Second Life. To explain further on this broad statement, I mean to build a world that represents your company first: use logos and brand color schemes, create a feel that is comfortable and matching with your brand image. For example, if your company were to be Apple, create a futuristic world with use of solid whites and blacks. Make sure to include your logo all over the place (without becoming to obsessive). But at the same time, don't be afraid to explore your endless boundaries in the game. Create teleports that allow you to transport visitors to fantasy worlds and truly make the experience interactive. If your image permits, have games, free objects, and other qualities that will make avatars want to return, or at least bookmark the landmark in their inventories. Remember that your store front in SL has the same idea as it would in RL, it gives people a chance to view a representation of your company and image. So treat your build well, create exciting activites for the avatars, and show your product/service at its best.

With this said, make sure your world is social. Since this is a social media network, make sure you include activities and locations to make an avatars experience social and interactive. Like in many SL businesses, have meeting places or lecture locations. This will allow you to hold meetings and speakers that will entertain the visiting avatars as well as inform them.

Another note, this is not PowerPoint or MS Excel, this is a 3D virtual world. Your presentation skills have become endless. With the lack of physical appearance, one can become truly comfortable with their avatar and truly impress prospective visitors with some interesting information. So when giving your company overview, walk people through a 3D version of your presentation. Make sure they have opportunity to interact with what is being said/shown. Forget the bullet point style informing, create movies, sounds, and activities suitable for the SL world.

For more information about some technical details and even basic starting points, check out Business Week's SL tip sheet. It will tell you how to design your avatar, understand the virtual culture, and other tips to get your started.

And remember, just like a blog, you have to get your SL business noticed before you can expect to see any avatars filling your Island/location.

Nintendo customer spreads the word...

2007-03-15T09:38:00.000-07:00

Over at the Nintendo headquarters, the representatives don't view their consumers as "you," but rather as "we," or shall we say Wii.

Recently, a story has leaked about how incredible the customer service is at Nintendo. A child customer, Saska, was having troubles with his Nintendo Wii system and decided to give the company a call to see what they could do. Before even completing the hold message on the phone, a cheerful representative greeted Saska with a friendly solution: why not just bring the system down to headquarters, since you live so close? To his delight, Saska was welcomed at the headquarters in Redmond, Washington, by a life-sized Mario and other game characters. Within a half on hour of arrival, the company had his system completely fixed, saved all of his progress, and even reset his warranty clock. The boy was so delighted he wrote in to tell his story to the .

Whats ironic here is that the Consumerist is usually known for their flaws and tricks around companies. This piece, however, was a warm story which really gave Nintendo some great buzz. By utilizing their friendly customer service, Nintendo was able to overwhelmingly please a customer, whom in return spread the news to many people.

A simple task like this is just what a company needs to strive on. In earlier posts, I have mentioned how it is necessary for businesses like Nintendo to rely heavily on customer satisfaction in order to gain loyalty. This maneuver has done exactly that.

With Saska happy and ready to tell the world, so are the many other that he encounters. Already, there have been numerous stories and posts about the quality of care at Nintendo, for even I am participating in this Buzz.

When all is said and done, sometimes marketing does not cost a penny. Positive word of mouth from satisfied customers can be all that a company relies on.

To check out more, read the Word of Mouth Marketing Association Blog (WOMMA), Nintendo Makes Customer Happy, Gets Buzzed About.

No trespassing...

2007-03-13T10:42:00.000-07:00

When telemarketers started to invade homes, people took it personally. When the Internet was flooded with pop-ups, Internet surfers were outraged. And email, we all know about email. The more marketers intrude on personal space, the more people will do to ban these messages. Recently, consumer advocates have gotten do-not-mail bills on the agendas of legislatures in more than a dozen states. These laws will not only stop unwanted messages, but will also become a marketer's nightmare.

Many states, including NY, have this legislation passing through their judicial systems as you read this. People are becoming fed up with unwanted messages and are blocking out more and more advertising.

In my opinion, this issue is going to take several years to process for it involves both sides constitutional rights. For consumers, people will argue that their amended privacy rights are being breached. And for marketers, they will say that they have the right to free speech and expression, protected by the first amendment.

In regards to this subject, Lori Schwartz, VP-director of Interpublic's Emerging Media Lab, said "Viral marketing is really overhyped. The word viral should go back to being a medical term." I, on the other hand, strongly disagree. Sure, there are a handful of companies that blast people with emails (enlarge this, make more with that, etc), but these businesses are the exceptions. What about the successors like Hotmail, Careerbuilder, and many more. People like Schwartz argue that advertising is becoming over-invasive, but I think viral marketing is just poorly-hyped.

Advertisers need to tailor viral efforts more towards the consumers needs. Of course, it helps to be shocking, surprising and filled with the unexpected. But in the long run, marketers should be trying to fulfill the single most important question for a message to reach, "what's in it for the consumer?"

Or perhaps, instead of entering people's personal space frequently, viral marketing can take a slightly different approach. Ad Week's Do-Not-Mail article explains a new "opt-in messaging" as a solution. This involves creating an online community and allowing marketers to invite people to join the excitement. This can be seen with Quicken and Turbotax services online.

In the long run, I do not see this as an end to a chapter in advertising, or even viral marketing. It will just be another roadblock to dodge, a minor pothole really. Take TiVo for example. Advertisers were in great fear over the thought of their pricey messages being skipped. But in all reality, the better tailoring of these messages have caused consumers to still watch these commercials, and with more interest, on their recordings.

For more information, check out this interesting article.

The power of online marketing

2007-03-07T07:23:00.000-08:00

For the record, there is justification to why companies invest so much time and money into new social media. I, along with many others, have been discussing how important the online community has become, and it continues to grow exponentially as time passes.

I don't know if most people were quick enough to catch, but YouTube recently had a video of a recorded breakup on Valentines Day. It was orchestrated with singers, huge masses, and dramatic arguments. In essence, it's what people entertain themselves with daily.

Well, unfortunately to most, the video was a fraud. The couple never really broke up in front of the crowds. In fact, they were never really dating. It was all a hoax to show the potential of this new form of social interaction.

The "break up" event started as an online promotion from the famous viral Facebook. Friends and peers all joined Burke's break up group and were informed about the event's location and time. When it came time, the event was then recorded by user footage and posted on YouTube, gaining nearly 800,000 views.

This event just goes to prove/justify why businesses and companies spend so much time with this new media, and if yours hasn't, to get a move on. Another very interesting point is that there was even plenty of media coverage. Online publications like Times was quick to respond to such a small, relatively minor incident (no real harm of benefit). This is not all though, if you do a Google search for the incident, you will find tons of google-links!

Again, the power of such online communities is incredible. Within days of such a video, people are posting blogs, writing news releases, and creating news stories covering the footage. This should be a hint to many companies if they have not yet started on the social media trend. The future of brand promotion and advertising is coming, and this is one of the many ways companies are becoming more involved with the personal-factor of consumers lives.

For more, check out VOX's article, or google-links

Second Life...

2007-03-05T07:09:00.000-08:00

I very well hope that by now, we all know of Second Life, or at least heard of the software. If you haven't, SL is an Internet-based virtual world which came to international attention in late 2006 and early 2007. Linden Lab, the creators of this program, allow people to download their SL and interact with each other through motional avatars (like sims people), and do virtually anything they please. It's like the Sims on steroids, giving people the freedom to do practically anything.

The new trend of this virtual reality seems to be focusing around the corporate presence and ownership in Second Life. Companies like Text100 (PR Firm), and Starwood Hotels have entered this world with their brands and services. They create a virtual representation of their corporation/business, build their Island, and encourage people to visit their location to check out what they have to offer. This is incredible, it is like another dimensions to brand awareness and reinforcement.

As for marketing, this can be a great tool for companies to utilize. It gives the business another outlet to express their company image, and the freedom to tailor every aspect of their Island to fit their version of the company. This virtual world can be created to increase brand image, reinforcement, awareness, and customer satisfaction. By placing Real Life company executives as Avatars, they can represent your company to the highest standards in order to impress visitors. To check out how to get started, and look at a list of companies already in SL, Click HERE.

As for advertising, it is hard to say how companies will handle advertising this early on. Currently, there are "in world" (in SL) advertisements--banners, posters, streaming messages, etc--created for certain companies and events. Mostly, however, there is a great use of word-of-mouth and viral marketing. When Avatars find something cool and interesting, they are very likely to run (or fly) to tell their friend-Avatars about this new discovery. This happens with businesses, products, locations, and much more in Second Life. Even outside of the game, people discuss this virtual reality through blogging, media coverage, news, and other social networks which spread the buzz and intriguing interest involved with SL.

Just like when the Internet first started, people aren't exactly sure where Second Life is heading. Many figure, "hey, its here, people are talking about this program like crazy, its probably the lowest price to enter now, so might as well join in." Personally, I think any company that can afford the space should invest in Second Life. People are right, we have no idea where this program is headed. But if it is anything like the Internet, sign me up!

Today in Audience Research class we had a virtual meeting with Smiddy Smails from Text100 (PR Firm). We were talking about this new form of "social media" and what firms like his do in SL. He mentioned some interesting plans for some companies to actually have Avatars enter into the SL stores, try the products out, and order them directly to their RL homes. For example, a person will walk into American Apparel, try on clothes, and then have them ordered directly to their real homes, receiving clothes that fit exactly how they wanted them. This concept will hold true for many other brands and businesses.

Besides holding conferences, events, sales promotions, and more in Second Life, I bet companies will get quite original with guerrilla campaigning. Imagine a world where you can do anything, with little restrictions. I bet it would sound good to the two involved with the Turner Broadcasting scandal. Companies will soon have people walking around in world supporting their brands to the fullest, truly marketing the company.

The possibilities with this program are endless. With people talking about Second Life and discussing its capabilities, it probably is wise to invest. If you want to research more about companies in Second Life, check out this great Business Week article.

The perfect spokesman

2007-03-02T10:35:00.000-08:00

In advertising, companies have been known to spend hundreds of thousands, even millions on sponsoring that perfect spokesman/woman. Proactive recruited Jessica Simpson (among others), Carmen Electra for Taco Bell, and Michael Jordan for...well just about any company. But why go through all of that effort and dollars when you can simply recruit spokespeople for free!?

Thats what the Chipotle chains (click on the wheel) have been doing recently, and it sure is working for them. Their success is credited, in majority, to the word-of-mouth buzz they have created with their customers, and the attention they have gained from this.

This Denver-based company avoids TV commercials and barely uses most other traditional advertising. It's quite amazing how Chipotle spends less in a year on advertising than McDonald's Corp. (former parent) spends in just 2 days(Burrito Buzz). What they rely on is the powerful word of their satisfied customers.

Its a simply procedure that has been around for years, but seems to have gotten lost in the 1000s of advertising messages we receive today: First, satisfy and please your customers with respect, great product, and friendly service. Step two, watch your satisfied customer spread the good word of your company, and in return cause increase turnover to your store. This has been happening for several years now with Chipotle, gaining them incredible amounts of success.

The owner has taken a different approach on advertising. Instead of wasting dollars on trying to tell people about the burritos, he found it fit to just give them away. These promotional give-a-ways have been the key to driving customers in the door and spreading the word. For example, when reporters were camped out in Denver (1997) for the Timothy McVeigh bombings, Chipotle delivered free burritos to them all day. This publicity is exactly what a company needs, and helps bring customers in regularly to a business.

It is such a simple concept, yet most companies fail to perceive the success and benefits from following through. It brings companies back to ground zero, or square one: please the customers with your quality service/product, and they will please you. The only difference from this principle then (when the practice of business began) and now is the title of WOM marketing attached to the successful results. If people love your product and/or company, they will love telling people. Basically, its a form of the two-step flow theory of communication, except the top information distributor is a Chipotle customer (or store), rather then the mass media.

People will much rather believe the word of a friend, family member, or coworker of the the word of an advertisement.

For more, check out Burrito Buzz.

The future of advertising...

2007-02-27T13:11:00.000-08:00

Though this hasn't been officially released, at least for advertising's sake, there is a new way of displaying a message outdoors that is mind blowing. Some call it Laser Graffiti, but I think it is soon to be the next best thing in advertising.

There is not too much information out on the process yet, but one can imagine how it works. There is a projector screen hooked up to a van, and a memory sketch pad hooked up to the projector. When you trace the laser through the projector's path, the memory pad "remembers" or holds the path you traced, and displays the trace on the object it points at.

Though I haven't heard much else outside the video, the first thing I thought of was how this could be a new guerrilla/viral campaign idea. Of course, there are going to be several legal rights and restrictions involved. My prediction is that there will have to be new legislation even to regulate this act. But until then, I am wondering if any companies are going to take advantage of this free-from, non-permanent message broadcasting.

For more information, check out this awesome lab that put the genius behind it...

Ohh Rats...

2007-02-26T11:11:00.000-08:00

Lately, I have been talking viral marketing up quite a bit. I have praised everything from funny videos to clever websites. But sometimes, a stunt can go terribly wrong. Like, for example, Turner Broadcaster's bomb scare. That sure didn't end well.

But what about about viral videos gone bad? Sure we always hear about the funny videos like Tea Partay (which promoted Bacardi), or Milaukee's Beer Cannon, but what about the ugly?

Sometimes, a customer, reporter, employee, or random person catches something pretty nasty on video, puts it on the Internet, and watches a company's value decline. If viral videos have the power to increase a brands image and popularity, then they sure have an equal power to take those qualities away, and even worse, destroy a product.

Recently in the news, Taco Bell/KFC have been under some harsh criticism for a discusting video recorded and broadcasted by New York's WNBC-TV. It shows several rats overrunning a KFC/Taco Bell chain, and was quickly uploaded to many video-sharing websites (available for anyone in the world). Not only is having a dozen dirty rats run around bad for your restaurant, but also you can see several local residents witnessing the sites. What probably will happen is these people will immediately get on their cellphones, tell their friends, whom in return will tell their friends, and the cycle will continue to grow until confirmed by the online video--increasing the rumor. It's unexpected viral marketing at its worst, something a company really cannot control until after the incident (PR).

In AdAges article about the incident, a Steven Fink is reported saying that once a video is out on the internet, there really is no end. Videos can "live" on the internet for years upon years, constantly reminding people of certain incidents like this. The article goes on to explain that nearly 600 stories were posted online, and 1000s of blogs within a days of the incident.

Another example of this negative buzz, something a little more "low key," is the incident with an apple employee. He posted a rather comical video (something that has been pulled from nearly ever website now, sorry can't find a link) showing an Apple talent show with all employees. He was asked to read some of his poetry, and he did. He read a very funny poem about falling in love with a UPS caller which made everyone laugh, everyone except the boss. He reported that 2 days later he was fired, yet two days after that he was on Comedy Central's Def Poetry reading wearing an Apple shirt. Do you think he had happy things to say about the company?

So whats the moral lesson? Well it could be for companies to stay clean, watch what they say/do, and becareful of who they fire. But in all reality, companies cannot prevent everything bad for happening, for then PR firms would go out of business. Instead, they must relaize the consequences of such actions, and that in today's world, news and actual evidence of news, can spread very fast. That videos posted on the Internet are not always good for you. Yes there is negative buzz, you can't always say "even negative publicity is publicity."

Make sure you stay focused on stories like these, monitor Taco Bell/KFC sales and public opinion, I have a feelign they will drop drastically.

Self-promotion...

2007-02-26T07:30:00.000-08:00

Its one thing to create a blog and post now and then, but another to actually promote your blog. Unless you like to keep a personal journal, solely for you, then you should start promoting your blog. There are several ways of doing so, I will tell you what I have done in the past week or so to promote mine...

Social Networks:
-I have linked my blog to the social networks and peer to peer messenger services I belong to
-Facebook link
-AIM profile
-ePortfolio

Word of Mouth:
-I have mentioned other blogs and websites/articles
-these people have noticed and started to comment back on my posts
-I have commented on others blogs, gaining recognition and attention
-drop the URL of my blog on a comment if they are curious

Email:
-I have linked my blog URL in my email signature
-this is sent out to family, friends, peers, faculty, professors, employees/employers, and many more

Online sites:
-I have signed up with sites like Weblogs and Blogdigger
-these sites update other blog-directory sites everytime I post something new or update my blog

These are just a few techniques I used to circulate my blog. They get the word out that my blog is out there, and also provide an extra link to get to my blog. The more people you recieve on your blog each day, the more chance for exciting conversation. This is what the blog is all about.

For quick ideas, check out This helpful promoting site, or this cool blog

CareerBuilder is at it again...

2007-02-21T14:05:00.000-08:00

CareerBuilder has had its fare share of nontraditional commercials and campaigns before. There was the Monkeys in the office campaign and the recent "Jungle Business" Super Bowl ads. But besides being daring and original with these ads, the company has also expanded their concepts into other forms of advertising: that including viral techniques.

It started when they began monk-e-mail. This is a funny viral e-mailing site that allows you to create monkey (with goofy accessories), tailor your message, and send it to all of your friends. The company hopes that once the friends receive the email, they will then spread their own custom message to more. The site has proven success if you follow up your research on it.

Recently, they have been at it again with their new aging buzz campaign. Age-o-matic has the same principle as monk-e-mail: you visit the site, follow the funny steps, and watch a "future prediction" of what your job is doing to you.

Some critics of this campaign might say it is the same effort as their previous monkey mail strategy, however, I disagree. I find this tactic quite humorous and more effective then its earlier attempt. Whats great about it is that people will be checking the site out between work hours, lunch breaks, at college, and crucial places for the message to get across. "Maybe there is a better job out there for me."

The pen at the bottom of the site says it all: "Do more than just survive your week." How can a person stuck at a boring job, or even a college dorm, look for something better? Easy, look at the company who is hosting the site they are on!

Viral Marketing expert David Meerman Scott tells something important about this strategy. He claims there are two types of categories with viral advertising. One that spreads traditional messages and straightforward materials. The other spreads humor, brand awareness, and entertainment. CareerBuilder's attempt are obviously the later (Jeremy Mullman, CareerBuilder apes viral effort).

I agree with Scott. He brings valid and interesting points to the conversation.
But in other ways, I feel this strategy is going to get old. You cannot rely on the same technique each time. The two campaigns are very similar, and they need to have a little more out-of-nowhere approach.

Overall, I think its a great campaign idea and that it will catch on. Though it may not win another award, it was pretty cool.

Keep your eye on it, it is sure to grow...

For more, check Ad Age's Article.

Bored?

2007-02-20T13:11:00.000-08:00

Just a quick shout-out to get this site circulating...

If your bored at work, during classes, at home, or anytime you want to check out some funny/creative advertisements then check this site out...

A Funny Place!

One of my favorite ad spots on the site is the Chuck Norris one, not because of the funny play, but because of its content. Its a viral marketing video about viral videos itself.

The pets are talking...

2007-02-19T09:57:00.000-08:00

Advertisers are constantly under review and strict regulation for their messages directed towards children. But what about the new forms of advertising: viral marketing techniques fueled by word of mouth. It's hard to regulate the buzz children can create over certain trends and product crazes.

This is what has been happening recently due to Ganz releasing a new virtual website for children. The company has several lines and collections of gifts ranging from candles, picture frames, holiday gifts, and these newly-crazed plush stuffed animals.

The little furry toys are called Webkinz, or Lil Kinz (mini-versions). On a physical level, the animals are just little cute friends to these children. They are plush-toys with soft, fuzzy fur. Sound familiar? It should, because there was a craze for the same type of product a few years back. Remember Beanie Babies?

Well there is something quite remarkable about this company and the Webkinz they have created. According to communications manager at Ganz, their success has been credited solely to word of mouth advertising (Plush pets jump online).

The pets come with a secret code under the animals paw that brings it to life on a virtual website created by the company. Kids who own the pet are invited to enter their code at the Webkinz site. Here they can do tons of things ranging from feeding their pets, taking them to the vet, buying pet decorations, and developing an entire world personalized with Ganz-branded fun!

That's not all. The children also play games online with family and friends and are able to send messages through the site to contact peers. This virtual world allows the kid consumers to talk about their products to others and share their experiences. This is word of mouth marketing at its best.

I find it amazing how interactive the world is becoming. What once started as a simple stuffed teddy bear years ago has now evolved into a living virtual-reality. The best part is that companies like Ganz have their consumers talking and sharing product reviews with others at no cost! This company is a fine example of a business success that can do without traditional advertising. Their word of mouth and buzz marketing have caused quite a craze with their products, a trend that lasted through the 2006/2007 holiday season. Of course, I feel if they wish to keep their brand recognition and loyalty high they will need to incorporate more advertising strategies like print and television. As of now, however, they have done a great job promoting such a simple concept. Correction, their consumers have done an excellent job in selling the product!

For more on the story check out Kim Mikus' article Plush pets jump online.

Buzz at its finest...

2007-02-14T05:43:00.000-08:00

Recently, new sites have been surfacing that are changing the way people interact and causing a large increase in social-networking. These sites are the next wave in the social-networking craze -- popularized by MySpace and Facebook. Among these increasingly popular sites is one called Digg.com. The site launched in late 2004 and now has about 900,000 registered users and 20 million visitors monthly, the site says. Digg's content leans heavily on technology and science, but to help broaden its appeal, the site recently added new sections for entertainment and podcasts. Other sites include Newsline.com,Reddit.com, and one I mentioned in a previous blog, Del.icio.us.

Most sites are based on a voting model. Members will look around the Web for interesting items, such as video clips, blog entries or news articles. Then they will write a catchy description and post it, along with a link to the material, in hopes that other members find it just as interesting. Items that receive enough votes rise in the rankings and appear on the front page, which can be seen by hundreds of thousands of people. When an item is submitted by a popular or influential member -- one whose postings are closely followed by fellow members -- it can have a much better shot at making the front page.

These sites include people like 18-year-old Smaran Dayal, a high-school student who submits some 40 stories a week on Digg and has become a go-to source there for news about Apple. It are these top influential people that are doing wonders for brand's/site's image and circulation, proving more successful than most traditional ad campaigns.

On Reddit, one of the most influential users is 12-year-old! He sits at his desktop computer in his parents' home in the quiet northern Toronto suburb of Thornhill and monitors more than 100 Web sites looking for news on criminal justice, software releases -- and the Toronto Maple Leafs, his favorite hockey team. When Microsoft launched its Vista operating system this year, he submitted stories that discussed its security flaws and price tag, which attracted approving votes from more than 500 users.

An interesting side of this craze are companies like User/Submitter.com. The site promises to pay users "easy money" for "digging," or voting on, links on Digg.com. Its offer is simple: Pay User/Submitter $1 for every "digg," or vote, you request and in turn it'll pay a user. Users can earn 50 cents for every three "diggs," and User/Submitter pockets the difference. At any given time, a top submission on Digg has anywhere from 800 to 3,000 votes, meaning a successful campaign could cost thousands of dollars. Though the representatives of User/Submitter.com declined to identify themselves but said the company has successfully placed items on Digg's home page on behalf of its clients.

Due to this, there is huge debate over whether or not this new filtering content will pose a challenge to traditional media. Of course, I feel it will take some time to really see the effects of this question; however, it is not unrealistic. Site's like these have been pulling users away from magazines and TVs for quite some time now. With the increasing interactivity among these sites, users are finding less of a need to resort to certain traditional media.

As for now, I think these sites are great! You can hook them up with an RSS feed through your account and track over a hundred sites a day, checking out the latest trends. If you haven't already started suffering, I suggest you do so now!

(To check out a more detailed article, go here Wizzards of Buzz)

Did you see that?

2007-02-12T07:19:00.000-08:00

Companies are trying hard to break free from the clutter and create a commotion with their advertisements. Thanks to guerrilla tactics and surprising strategies, marketers today are finding some clever ideas for their campaigns. Below are some of the newest campaigns and advertisements from companies that are breaking through...

This Lego campaign is awesome!
Most building companies in Chile don`t work on weekends, so some people at IDB-FCB decided to scope out some of the best locations of cranes. Hanging the giant fictitious Lego from the crane made it easy to grab everyone's attention and create a surreal effect. This was a good tactic due to its timeliness; the strategy was shown a month before releasing a new Lego product line of construction sets.

Axe has always been known for their funny and clever commercials--whether it be in magazines or on the TV. Now, they have taken this concept a step further and merged their campaign ideas into a hilarious guerrilla-street advertisement. This guerrilla tactic was created under Creative Director Veronique Hermans, at the Lowe agency in Belgium. These signs are hung in busy areas where people are constantly walking by (subways, restrooms, bus terminals, etc). The idea here is to get people looking at what seems to be a familiar sign ("walk" or bathroom sign), and then shock them when they realize it is a clever cartoon-ad of Axe. To help with its success, the ad clearly displays what the other campaigns have been stating: If you wear Axe sprays, women will flock to you.

Of course, advertising is not always meant to sell a product. Sometimes it exists to relay a message and even support a cause. The same is true for guerrilla campaigns. The members of BUND put globe-balloons on exhaust-pipes of cars in Berlin. When people started their cars, the exhaust gas inflates the balloons and blows them up to reveal a message: "The world can't take anymore...". Just when the message comes visible to passing viewers, the balloon pops! Though it may be rather startling, it sure will get people to remember the message that was cleverly placed on peoples cars.

These are all just a few samples of what's going on in the guerrilla world today. Though they are clever, it's important to note that they do not cause major problems with the cities and areas in which they are placed. Keeping the campaigns safe and relevant to the product/company message is vital.

(for more exciting campaigns check out this Guerrilla Blog!)

Targeting Boomer Women...

2007-02-10T07:17:00.000-08:00

With much of the focus directed towards younger, skinnier females, many
companies tend to over look the boomer markets--women over 40. This is
a huge mistake because many of these women still have a large amount of
purchasing power not only for themselves, but also for their families
too. After all, women ages 40 to 50 generally have more disposable
income than their younger counterparts. And even if they've already
formed brand allegiances, they're still open to change if approached in
the right way.

In the past, women would use word-of-mouth while talking with neighbors, friends, and co-workers
to see which products were working for them. Now, many women are busy
connect to the Web and surfing through the sites to research their
products. According to Media Post, women like to listen to the
advertisers message and feel involved, "Women look at things from a
totality, more big picture. They draw strength and power from a
collective and they're empowered when they feel they can help others."

Even blogging is becoming more popular with these women, as it takes them back to more traditional days of conversing with neighbors and friends (wom).

With
all of these combined, the most important outlook for marketing to
these individuals is to create flow and balance in their lives. Relate
a message that they can connect to would give harmony in their everyday
routines. A perfect example is off theswifter product, one that can be stored in any room, used at anytime, and save time which could be better spent with family.

It's
all about creating a message these women will relate to, something they
can talk about with others, and a message promoting harmony and flow in
their lives.

(to check out the full scoop, visit Targeting Boomer Women)

The Boston scare...

2007-02-07T09:13:00.000-08:00

Last week two men pleaded not guilty Thursday to charges claiming they created panic by placing electronic light boards that caused a bomb scare Wednesday in Boston. Were they bombs? Were terrorists targeting Boston, one of America's most historic cities?

No, they were certainly not. In fact they posed no threat at all; they were a humorous and harmless guerrilla campaign advertising Cartoon Network's show Aqua Teen Hunger Force and the up and coming movie. Peter Berdovsky and Sean Stevens were the two minds behind the marketing technique and had no intentions of causing any danger. They simply wanted to create some word-of-mouth fuss about the cartoon show and hopefully get people talking about the movie. The boards depicted a cartoon character, known only by devoted Aqua Teen fans, making an obscene gesture at passing motorists. The comical part, one which most missed, is that not many people would have even related to the character, let alone talked abut the movie. The ironic part, however, is that this incident created more buzz than imaginable, and whether that is seen as positive or negative, "no publicity is bad publicity."

The moon men, or Mooninites, as they're known to the show's faithful, are delinquent outer-space men who make frequent appearances on the program. Photographs of the devices show several tiny light bulbs protruding from a circuit board that houses wiring and at least four batteries.

To watch the "work of art" take place, direct your attention here
Boston Scare Setup

Better yet, to watch the two make an even more hilarious press conference appearance, watch this Press Conference

So what do we learn from this?
Well, sometimes traditional advertising has its downfall. Sometimes spending large amounts of money on TV spots and magazine ads only goes so far. In order to gain more reach and more effective recall, it may be necessary to embark upon a campaign like such. Though these events may have been misunderstood or blown out of proportion, they still had the power to create such a rumor-generating story. Cities across the Nation caught wind of what happened and were discussing the issue throughout conferences, companies, and even college classrooms. It may be seen as bad press, however, judging from the show's already risk-based content, the controversial stunt will relate well with the audience. In other words, this publicity was exactly the thing to motivate more people interested in this humor to go see the movie.

On the other hand, when is enough, enough?
Advertising is becoming more invasive and intruding. It is not enough that we are bombarded with 1000s of messages a day, but now we have to be under public panic for such incidents?

To be an even more annoying devil's advocate, what if it is not advertiser's fault, and more of this Country's obsession with fear? How could we possibly mistaken kid-like night-brights for a terrorist threat and shutdown half of a city? It is certainly justifiable, the necessary safety precautions that were taken. However, I feel slightly embarrassed that the stunt is continuing this far.

In my personal opinion, I am quite impressed with the buzz this technique has created. After all, that was the sole intention, not to hurt anyone.

New trends...

2007-02-05T07:12:00.000-08:00

As we know by now, companies are finding new ways and different strategies to effectively target their markets. One of their main goals in mind is to create a buzz, or to get people talking about something--similar to what super bowl ads do each year. Unfortunately, we are not blessed to have a super bowl everyday, nor are we lucky enough to generate that much buzz with our commercials.

To compensate for this, advertisers are turning to alternatives such as guerilla marketing campaigns and other outdoor, attention grabbing tactics. The strategy is to incorporate surprise which requires skillful planning. Tactically, your surprise on the marketplace will be too late for your competitors to react. Now we will talk about several rising campaign strategies and techniques used to "surprise" the masses, and create that viral buzz...

Moving Boards-- These portable boards are a brand new product recently introduced in the US that are sure to turn heads. This patented illuminated billboard is truly unique and offers advertisers the opportunity to reach consumers whenever and wherever they want, day or night. Boards are worn by Brand Ambassadors and offer signage on the back, as well as additional signage on the front (featured above their heads). Moving Boards are perfect for geo-targeting and are available in all markets across the country. Companies like Dodge, Ford, and Burger King have already jumped on the wagon and have been seeing increases in their sales already.

Segway Advertising-- To date Segways have been some of companies' most popular mediums. Segways offer advertisers an excellent opportunity to communicate with consumers anywhere and everywhere. Companies' Brand Ambassadors are trained on all aspects of a Client’s program and approach and interact with target audiences to communicate this. Segways offer elevated exposure and have a certain wow factor that attracts consumers. They are engaging, spark excitement and continue to meet and exceed Client expectations. Take a stroll on any busy NYC street and be prepared to chat with several Segway marketers!

AD Bicycles-- These bikes offer targeted bus shelter size signage and the opportunity to deliver high-impact impressions and dedicated exposure along pre-determined routes or in specific areas/neighborhoods. AD Bikes can travel anywhere a bicycle travels offering signage on both sides of the vehicle. Drivers may also be outfitted in branded apparel and can approach and interact with pedestrians and distribute collateral/promotional materials as desired. Similar to moving boards, these devices capture the attention of audiences and nearly force people to pay attention to this moving message in front of them.

Though all of these tactics (and more) are not seen flooding the United States' cities, be prepared. Tactics and strategies like these three are bound to catch on here and give advertising a whole new medium. I have personally experienced several of these campaigns, including many for movie trailers/openings. Something that has truly impressed me was the use of moving boards for the V for Vendetta movie, except the boards contained video footage! These new guerilla campaigns are evolving into something else, creating the buzz, and taking advertising to the next step!

When you implement the strategy and the tactical precision of a strong guerilla marketing campaign, you can take valuable impressions and impact the consumer face to face for a spike in awareness and profits...

Podcasting...

2007-02-04T11:24:00.000-08:00

Over the weekend I had a chance to listen to some interesting pod casts. The First one was extremely hilarious. It was an interview with Ad Age publisher and the Geico Gecko (the actually little green guy). Though most of the content and questions were rather comical and irrelevant to the industry, there was some great insight leaked.

It was rather entertaining to listen to this reporter ask some serious questions, and hear the cocky little Gecko respond back with his witty remarks. When asked what the Gecko has to do with car insurance, he defensively responds, "what does a giant have to do with beans, or a fat little boy made out of dough do with rolls?"

But as the humor fades, the truth still exists, Geico has been seeing huge increases in ROI, sales, and other great improvements. So what has this little green gecko really done to Geico?

"...that's why I exist, you can talk about Geico's great rates all day long, but if you don't do it in an entertaining way, people are going to change the channel."

This quote by the gecko is true, if your advertising doesn't hold the audiences attention, let alone gain it at first, your message will never stick with them.

As the gecko closes he states,
"the day i look the the mirror and I'm not amused, is the day I look away..."

The Second cast involved participation between Edelman's Steve Rubel, Michael Wiley, Ming Yee, and Leah Jones. They debated the involvement of companies and PR in Wikipedia. It is an interesting subject, whether or not companies should be controlling the content that people are posting about them. Of course, there is going to be negative subject matter on the posts, perhaps even misrepresented facts. If the companies know that this site is not purely credible, is it correct to be monitoring what they want?

Steve Rubel starts off the debate by saying it’s not really necessary for the companies to be involved with other people's "editorials." To correct any mistakes, a company should use the "talk pages" of Wikipedia by posting several other sources disproving the original error. Though most agree, this only gives rise to more debates about what is in fact an "error." We should all know that Wikipedia is not based on pure facts, or at least doesn't need to be. An error--like writing about Starbucks lacking of free wireless Internet--is only wrong in the company's eyes. With it being a stab at the company, criticizing certain aspects, should employees and CEOs be allowed to omit this information?

The debate goes on to discuss the topics of "notability," "padding," and more Wikipedia policy.

I was unaware of such a topic, and now, find myself rather intrigued. I feel it is unnecessary to become involved with such a site, but on the other hand, think it’s crucial for companies to monitor false, or harmful information. With that said, this does not mean they should omit certain discussions that they feel negatively about (even if true). I was even subject to posting false information about a site in my last bog, and was contacted in a very polite way (and now the issue is corrected). As long as companies go about the issues in a truthful, polite way, I feel their involvement is fine.

(*Interesting note, podfade=too much time passing in between postings.)

Learning through pod casts is just as entertaining and beneficial as learning through blogs/articles. The narration and dictation can sometimes prove to be even better.
I suggest people to start searching and listening to such casts of anything that interests them. It is amazing how much is out there, especially for free...

It's not a computer virus, and you don't need a vaccination...

2007-01-31T11:26:00.000-08:00

Viral marketing. It sounds rather offensive, something you wouldn't want to catch, or have it catch you. But in all reality, you must come to envy the virus. They hatch onto others, using their resources to increase their tribe, and multiply rather quickly in exponential amounts. Despite the malicious reputation of the virus, its process sounds rather appealing to a marketer.

Let us look at viral marketing, what it is, and the defining principles of its procedures...

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Companies all around the world have been using this method for some time now. For example: companies like hot mail and other email suppliers give out a free product (e-mail account), have you send the message to your friends, and include a link to receive the free account and continue this growth. The purpose isn't to give your service away, it is to encourage people to use your products, then increase their loyalty towards your brand.

To summarize, there are several main benefits of using this strategy:
1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communication networks
6. Takes advantage of others' resources

*For more descriptive analysis, check out
Viral Marketing Principles

You can check these strategies out with the new company/site www.Me.dium.com
They are a software company building an extension that allows your see the hidden world behind your browser. Though it's currently running a private beta release, they still have thousands of people giving their email trying to get in. It intrigues you with a buzz by saying it's on to something new and big, lets you sign up for free, and has a line that allows you to provide addresses of your friends to join. The unique idea here is that they give benefits when you sign up a certain amount of friends, like commission! Your hired!

As for success? These techniques can be enormously successful and rewarding. Such companies like Hot mail, G-mail, and more have started their business off of viral marketing. And there are numerous amounts of companies outside of the e-mail world using these marketing tools. In fact, many top marketing sites, like Adage and Media post, are saying viral marketing is a must.

So keep up with this trend, because it's blowing up all over advertising.

p.s-copy this blog, blog it to others. Continue this viral marketing!

CREATE THE BUZZ WITH YOUR AD! GET PEOPLE TALKING

Times 'a changing

2007-01-29T06:14:00.000-08:00

The death of the 30 second spot...seems like this is all we have been hearing about for quite some time now. That and, "advertising is dying, consumers are gaining control over content now!" The truth is TV ads may be less effective, but they are not dead. Consumers have had control over their media for quite some time, now they are finally acting upon this advantage with such sites and programs like Torrence, YouTube, Peekvid, etc...

With ever changing technology, advances in the Internet, and an increasing mobile network, Advertisers are left searching for what's next in the market, and how can they do it.

Solution: marketers are directing much of their efforts to such strategic tactics like buzz marketing, word of mouth, and viral advertising. In essence, it's a marketing phenomenon that facilitates and encourages people to pass along a marketing message. With the use of street teams, chat-rooms, email, and other spontaneous productions, marketers are changing the way they reach consumers, and truly utilizing the advancements available today.

My name is Jordan Trigilio, a sophomore studying Integrated Marketing at Ithaca College. My mission is to open up the world of viral marketing to you, tell you who is doing what, what it's costing, and the effectiveness of such campaigns. Hopefully Buzzy Bee will influence you in researching further into this subject, and to stay on top of the marketing industry. This blog will excite and intrigue you into telling others about it, and I don't blame you. After all, this is word of mouth, viral networking!

enjoy...