Blog-o-kvetch

A blog about new media and it’s role in IMC.

Posts Tagged ‘Marketing

Does marketing have a place on the Kindle?

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kindle

So the big news today was the release of Amazon’s new Kindle reader. The Kindle DX. According to Business Week,

It features a 9.7-inch screen designed to make it easier to read electronic versions of newspapers, magazines, and educational textbooks.

But what about advertising? Business Week says, “the advertising industry speculated that it might contain space for digitized marketing messages…No mention of advertisers was made at the product’s launch.”

So how can advertisers tend to the Kindle, pardon the pun? Should they look at embedding ads into content, a la Google click ads? What are your thoughts?

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Written by fsk50a

May 7, 2009 at 1:59 am

Responsibility

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Last week in my IMC class we discussed marketing short films. I decided to type ‘marketing short films’ into YouTube to see what would come up.

I discovered that Ad Age has its own YouTube channel and it presents 3-minute videos on what’s going on in the advertising industry. The video back on August 21 mentioned how insurer Liberty Mutual has gone into the short film business. You may be familiar with its “responsibility” ads. These ads feature random acts of kindness.

Liberty Mutual has launched a Web site called the “Responsibility Project,” where films explore “what it means to do the right thing.” The site features a number of videos from a host of contributors. A blog discusses issues in the news regarding responsibility, such as Octomom Nadya Suleman. Readers can also submit “personal stories of responsibility.”

Does this site help Liberty Mutual with its marketing? I think it does. It definitely cements its association with taking responsibility and its slogan, “Responsibility. What’s your Policy?” I do wish Liberty Mutual did more to market this site, however. I hadn’t heard about it before I went to YouTube. Perhaps the company could feature it at the end of its TV ads.

Liberty Mutual’s commercials are featured prominently on its homepage and you can watch an archive of past commercials here. That’s where you can find a link to the Responsibility Project.

Written by fsk50a

May 3, 2009 at 10:01 pm

Dominos needs a bailout

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Youtube has the potential of creating sensations (see Susan Boyle, the current contestant on Britain’s Got Talent) But it also has the potential of damaging a brand.

A viral video taped at a North Carolina Domino’s Pizza restaurant where workers were featured putting ingredients up their nose and then putting them on pizzas to be delivered has caused a PR nightmare for the company.

The president of Dominos, Patrick Doyle, had to tape a message apologizing and discussing the company’s commitment to food safety.

The workers at the Dominos have been fired, charged with food tampering, and the restaurant was closed and completely sanitized. Complaints from customers have filtered in claiming the food made them ill.

See coverage of the crisis here

A clip from the story:

“As Domino’s is realizing, social media has the reach and speed to turn tiny incidents into marketing crises. In November, Motrin posted an ad suggesting that carrying babies in slings was a painful new fad. Unhappy mothers posted Twitter complaints about it, and bloggers followed; within days, Motrin had removed the ad and apologized. On Monday, Amazon.com apologized for a “ham-fisted” error after Twitter members complained that the sales rankings for gay and lesbian books seemed to have disappeared — and, since Amazon took more than a day to respond, the social-media world criticized it for being uncommunicative.”

How can a company respond to such viral marketing nightmares? That’s a great question that the marketing industry is going to have to debate.

Written by fsk50a

April 17, 2009 at 3:19 am

Earn your stripes

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We’ve been talking this week in my new media class about marketing to kids online. No sooner had I finished my posts than I stumbled upon a page on ESPN sponsored by the Reduced Sugar version of Kellogg’s Corn Flakes.
tony-the-tiger

So is this site…er….grrrrrreat?

A little about the site, which you can see here. Luke, a 17-year-old “Earn your Stripes” reporter from Chicago, is featured heavily along with Karl Ravech, an ESPN anchor. Articles about sports are written by ESPN kids reporters. There are also games you can play called “Hit the Slopes,” “Skateboard Styler,” and “Playing the Field” as well as downloadable IM icons and desktop wallpapers.

A video currently on the site features Luke and Karl talking about baseball and the meaning of courage. The two also answer a question submitted from the site. It looks like the show is done once a month.

Although the Frosted Flakes Reduced Sugar cereal is promoted prominently, there doesn’t seem to be a link to information about the product. That might be a good or bad thing. Kids might be tempted to research the product since it sponsors this ESPN site. It’s great that at least this cereal is more healthy for kids…it’s still sugary, however. According to the Associated Press, “experts who reviewed the lower-sugar versions of six major brands of sweetened cereals…found they have no significant nutritional advantages over their full-sugar counterparts.”

“You’re supposed to think it’s healthy,” said Marion Nestle, a nutrition professor at New York University and author of a book critical of the food industry’s influence on public health. “This is about marketing. It is about nothing else. It is not about kids’ health.”

So is it a good idea for ESPN to be partnering with Frosted Flakes on a sports site for kids? Probably not from ESPN’s perspective. ESPN wants to empower kids to get interested and involved in sports, and eating sugary cereals is likely to stunt growth and further the obesity epidemic. Shredded wheat or Cheerios would probably be a better brand to partner with. Alas, they aren’t made by Kelloggs.

Written by fsk50a

April 11, 2009 at 11:31 pm

The YouTube symphony

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Not many people think of YouTube as a business. After all, it’s totally free to upload videos and view other people’s home movies. However, YouTube is most definitely a business. Purchased for more than $1 billion in 2006 by Google, YouTube has become ingrained in popular culture, many would argue. In 2007, for example, YouTube sponsored presidential debates for both the Republican and Democratic candidates.

This morning I saw an interesting report on CNN on a YouTube/Google marketing effort. The two companies asked musicians all over the world to submit video of themselves playing classical music. YouTube’s audience was then asked to vote on these videos after a well-known conductor, Michael Tilson Thomas, whittled the videos down to the most worthy. The winners will play at Carnegie Hall in New York.

Of course, YouTube and Google weren’t alone in sponsorship. Other companies involved include Samsung and nonprofits like the San Francisco Symphony, New York Philharmonic and Toronto Symphony Orchestra. All in all, it’s a great way to not only market classical music but also get more people involved.

Written by fsk50a

April 11, 2009 at 11:12 pm