Differentiation & reaching the audience through short films November 25, 2008

This week in class we discussed the concept of short films used as marketing tools. Short films really received recognition due to a few highly successful films that not only raised awareness of the brand, but raised awareness to the marketing vehicle.

Short films are effective because they are different. They are unlike much of the marketing that consumers are faced with day after day. Consumers expect print and radio and television and certain types of internet marketing, but they don’t expect short films. Head of operations for Al Jenaibi International Automobiles Johnny Oommen explained, “Print is cluttered, television is cluttered, so what are the other mediums for you to choose from? What BMW did was very innovative, though at that time a lot of people must have wondered why they were spending outrageous amounts of money on online films,” (ApexStuff, n.d.).

Short films introduced a new layer to certain brands – entertainment. BMW, for example, is best known for luxury, class and speed. When I think BMW, I do not think about popping some popcorn and sitting back for a great show. BMW’s series of blockbuster short films, though, peeled back yet another layer in this complex brand.

The BMW short films were directed by such names as Ang Lee and Guy Ritchie, and starred celebrities like Clive Owen and Madonna. Millions were spent to produce these films, yet not a single one ever made it to the television screen or theater. They all lived quietly online at the BMW website. Sorry, they weren’t so quite. Its estimated that the films received more than 100 million views and were honored with a number of awards for their quality and effectiveness (Motor Trend, October, 13, 2005).

But why, some marketers may ask? BMW recognized its need to reach a younger audience. Reaching that younger audience couldn’t be through what some would consider the typical way to communicate with the hip young crowd though. An appearance on TRL wasn’t going to cut it for this brand. Instead, the internet was really the only solution to this problem. Tied together with the differentiation of the media vehicle, BMW and many other brands have now hit the sweet spot for many upwardly mobile young consumers.

References

ApexStuff (n.d.) Using Emerging Mediums. Retrieved on November 25, 2008 from http://www.apexstuff.com/bt/200705/adopinion.asp.

Motor Trend (October, 13, 2005) “The Hire” Film Series By BMW to End. Retrieved on November 25, 2008 from http://www.motortrend.com/auto_news/112_news051015_bmw_the_hire/index.html.

Streaming media about to garner more attention November 25, 2008

Streaming media has not been given enough recognition. Although this particular form of marketing refers mostly to the vehicle and not the actual message, it’s important for marketers to recognize the importance of this growing technology. Streaming media takes on many forms, but at its core, it is a process by which internet users can see and hear sound or video as its being downloaded (Ramos, August 18, 2008).

Pandora.com is one example of streaming media that I’ve become a fan of. Pandora was created out of the Music Genome Project in 2000 with the goal of offering users the “most comprehensive analysis of music ever undertaken,” (Pandora, 2008). Essentially, users log on and select some of their favorite artists. Based on those selections, Pandora selects a collection of streaming music that compliments those interests.

I’ve also enjoyed streaming media through NBC.com where I can watch full episodes of some of my favorite television shows. Select episodes of ’30 Rock’ and ‘The Office’ can be found online in their entirety and with only a handful of commercials peppered throughout the episode.

Here’s the hook for marketers….more and more these outlets have a need to become more commercialized. That’s good for marketers looking for alternative ways to reach consumers. But, it’s not so good for online streaming media fans that enjoy the absence of commercials.

“The networks and distributors putting TV online are facing some tough economics. Even if they’re selling ads at a healthy $35 to $50 cost per thousand, there just aren’t enough of them to pay the bills,” stated Michael Learnmonth in a recent Advertising Age article (October 6, 2008).

The amount of revenue generated from the few commercials that are currently embedded in some streaming media are not allowing carriers to break even with the expenses of bandwidth, hosting and technology costs. And, as the need for high definition grows, the costs will substantially grow; in some cases even triple.

Keep an eye on this marketing vehicle, folks. I think we’re about to see it move the forefront of effective ways of reaching new and highly targeted audiences.

References

Learnmonth, Michael (October 6, 2008) Distributors, networks push for more ads in TV shows online. Retrieved on November 25, 2008 from http://www.lexisnexis.com.www.libproxy.wvu.edu/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T5429885741&format=GNBFI&sort=BOOLEAN&startDocNo=1&resultsUrlKey=29_T5429885745&cisb=22_T5429885744&treeMax=true&treeWidth=0&csi=8093&docNo=6Bottom of Form.

Pandora (2008) About Pandora. Retrieved on November 25, 2008 from http://www.pandora.com/corporate/.

Ramos, James (August 18, 2008) Lesson 6: The Reel Deal: Short Films & Streaming Media. Retrieved on November 25, 2008 from https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct.

Ring….it’s a commercial calling November 19, 2008

Its dinner time and I’ve just sat down from a long day at work and RING, it’s a telemarketer. Gawd – I hate that. This isn’t anything new, though. We’ve been exposed to the interruptions of telemarketers for years and years. Welcome, now, though, to a whole new era. Marketing messages have reached into our lives in new ways – through our cell phones.

Cell phone marketing, or mobile marketing is very different than the traditional automated phone calls you receive when you’re sitting down at the dining room table. Federal Communications Commission regulations prohibit telemarketers from using automated dialers to call cell phone numbers (October 4, 2007). Instead, brands are sending highly personalized messages through mobile devices, either texting or emailing or in some cases calling, all seeking to connect with consumers on an entirely new level.

This movement towards reaching consumers through their mobile devices is a natural transition. Marketers follow consumers, and right now, consumers are chasing after mobile devices at a furious pace. According to a recent study, cell phone subscriptions reached more than 3.3 billion users. Put in realistic terms, that’s half of the world’s population (Ramos, August 18, 2008).

So, back to my dinner interruption….if I feel violated on my hard line phone, wouldn’t I feel even more intruded upon through my cell or mobile device? No. Somehow, we as consumers have subtly transitioned these past five to ten years to expect and crave and interactivity with our brands. For that reason, mobile marketing offers us the most accessible and instantaneous form of interactivity. Next, its permission based. If you don’t want to hear from XYZ company, you don’t have to. Most mobile marketing efforts request permission upfront. And, if you choose to opt out later, then with the click of a button, you’re out. Finally, there’s a sense of control with mobile marketing. It’s on our own time and on our own terms and is connecting to consumers based on relevancy.

Avid mobile users span all age groups, however, it’s safe to say that many are younger. And, younger generations tends to accept new trends. A study from Enpocket found that most mobile consumers, ages 16 to 44, find advertising on mobile sites acceptable (Kang, January 26, 2007). Its not because their trendy and highly acceptable of all things new. No, instead, it’s because most of these younger mobile user don’t look to their mobile devices as a phone like the hard line ringing away from the telemarketers. Instead, their mobile device is identified more so like their own computer. And, like their computer use, advertising is highly acceptable and expected.

References

FCC (October 4, 2007) National Do Not Call Registry. Retrieved on November 19, 2008 from http://www.ftc.gov/donotcall.

Kang, Susie (January 26, 2007) The Mobile Marketing Maelstrom: Why the Confusion and Hype isn’t Dampening the Optimism. Retrieved on November 19 from http://www.adotas.com/2007/01/the-mobile-marketing-maelstron-why-the-confusion-and-hype-isnt-dampening-the-optimism/.

Ramos, James (August 18, 2008) Lesson 5: Can You Hear Me Now? M2M, Advergaming, In-game Branding & RSS feeds. Retrieved on November 17, 2008 from https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct.

Product placement enters video game realm November 18, 2008

Product placement has always existed as a subtle, yet highly effective tactic for brands to expand awareness. Seinfeld was put in the product placement hall of fame for its Junior Mint episode. American Idol judges only drink Coca-Cola. And, James Bond tends to only drive the latest and greatest BMW in his 007 movies.

The next evolution of product placement is in-game branding. The technique, much like traditional product placement, is incorporated into video games.

Video games reach a broad audience; children and teens, adults and families, male and female. A Pew Internet and American Life Project found that more than half of American adults play video games, and one is five plays nearly everyday (RedOrbit, December 8, 2008). Those numbers only grow for younger audiences. Within the video game culture there are typically two types of players: gamers and game players (Whalen, 2003). Game players are simply users who occasionally play video games. However, gamers are avid users and tpically take an active part in a gaming culture which includes online chats, co-play and blogs. In a study about the topic, researcher Zach Whalen wrote:

“Gamers embody and give meaning to the idea of a “gaming community,” treat games as significant cultural objects, and write reviews which influence the buying decisions of gamers. The sense of pride Gamers associate with their gaming skill is closely related to their investment in the game’s space and the amount of time they spend immersed in it,” (Whalen, 2003).

Who better to market to? Not only are gamers a target audience for many of the brands using product placement within the video games, but they are also consumers who will talk about the product. In many ways, these avid gamers could be considered ‘influentials,’ another marketing concept based on opinion leaders as a key audience for many brands (Frost, February 9, 2004). The ‘influential’ concept, introduced by RoperASW pollsters Ed Keller and Jon Berry, states that despite more modem marketing and communication efforts, word of mouth is still the most effective way to build a brand. This concept applies perfectly to the gamer culture. Gamers are influencers. They talk about brands. They influence others. Put it all together, video game branding is a highly effective way to market a brand.

In-game branding is actually a spin on advergaming in which marketers use gaming as a promotional tool. For instance, Snickers or Coca-Cola might choose to purchase a billboard within a popular game such as NBA Basketball One-on-One or Highway Racer. With in-game branding, the opportunities for marketers to forge ties with desirable advergaming companies are virtually endless.

References

Frost, Randall (February 9, 2004) Gaining Influence by Word of Mouth. Retrieved on November 18, 2008 from http://www.brandchannel.com/features_effect.asp?pf_id=196.

RedOrbit (December 8, 2008) Half Of Adults Play Video Games. Retrieved on November 18, 2008 from http://www.redorbit.com/news/technology/1607270/half_of_adults_play_video_games/index.html.

Whalen, Zach (2003) Product Placement and Virtual Branding in Video Games. Retrieved on November 18, 2008 from http://www.nwe.ufl.edu/~zwhalen/consumer/productsingames.html

Enough already: Make email marketing meaningful November 18, 2008

The world of email based marketing has opened up new doors for brands to reach consumers in a more intimate and candid way. The savings which email marketing offers is staggering, when compared to traditional direct mail efforts. According to the Direct Marketing Association, brands invested more than $500 million in email marketing, which in turn then yielded $21.9 billion in sales (Ramos, August 18, 2008). CEO of Habeas Des Cahill stated that consumers are now “even more dependent on email for their relationships with each other,” (Adfero, May 21, 2008). Mr. Cahill is correct. Those relationships we have with each other through email should relate also to the relationship built between brands and their consumers.

I feel strongly though, that email marketing can only be effective when the message is properly crafted and timed. Email marketing must be relevant to the consumers’ interests. It’s like a person to person relationship. There needs to be a desire to connect, yet there should also be space between the two parties. At this point, I don’t have much space in my relationship with certain brands because of their overzealous email marketing efforts.

These aren’t SPAM emails that I’m referring to. Instead, I’m speaking directly to those brands which have received approval to communicate via email with me. When I clicked that permission box, though, I didn’t realize the daily commitment I was making to this brand relationship. I’m sorry Target, but I don’t even hear from my husband in a day as much as I hear from you. That goes for you, too, Pottery Barn and your sibling Pottery Barn for Kids, Pottery Barn for Teens and anyone else in your family. And, Macy’s, how can it possibly be the ‘very lowest prices of the season’ every week, sometimes twice a week when you email me? In the dating scene, these brands would equate to that creepy guy that you thought was nice until he kept calling you again and again after just one date.

If your brand is not offering a special promotion, or allowing special entry into an exclusive element of the brand experience, or just giving something special to that consumer, then email marketing is not a reason to reach out to consumers. It’s a fine line to walk for many brands, though. On one hand email marketing is oh-so tempting to use over and over based on its ease of use and low cost of implementation. On the other hand, though, email based business to consumer relationships can be delicate and should be handled with care.

Reference

Adfero (May 21, 2008) Research suggests continuing consumer demand and interest in email. Retrieved on November 17, 2008 from http://www.businessstrata.com/Win/News-Archive/Marketing-News/?storyId=902&title=Research+suggests+continuing+consumer+demand+and+interest+in+email.

Ramos, James (August 18, 2008) Lesson 4: Online Direct Marketing: E-mail Marketing, Spam, Ethics & Consumer Privacy. Retrieved on November 13, 2008 from https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct.

I’ll get you my pretty…are toys preying on children’s minds? November 17, 2008

Just as the Wicked Witch sought to terrorize young Dorothy, the same could be said of brand websites which prey on children. Okay, they aren’t all that bad, but no one can discount the incredible influence that the web plays in the lives of children today, even at a very young age. Strategic use of web banner ads and product placement throughout a website subtly and some not so subtly influence the outlook of our children. These are a very different type of online predators. They are marketing machines.

A typical toy, for example, is not just a toy. It’s a toy experience. The toy is just the beginning of an interactive experience. Barbie looks like the same doll which many of us are familiar with from our childhood, but now young girls are able to enter an online world of Barbie where she talks, walks and lives her life in animation right before their eyes.

It’s a trend that truly sweeping the toy industry, blurring the lines between offline and online play for children. With that, though, comes a strong presence from those marketers who are strategically dropping hints about new products and constantly bombarding the screen with brand images.

I don’t want to belittle the educational advantages of computers and the internet for children. It’s all very amazing to me. I’m even jealous. My greatest rise as a small child was a battery operated cash register that had a digital screen. That was technologically advanced for the 70’s! Now, though Mattel has launched Barbie dolls that come complete with their own USB port, able to link young girls with an online life where the new doll can work, play and date (MSNMoney, April 30, 2007). Other Barbie models include an MP3 player, integrating branded music into their play experience.

My fear about these online toy worlds come from my lack of understanding. How are children wired these days? Why don’t they just want to go play outside? When I was a kid, this type of play wouldn’t have been acceptable. Oye! I’m hearing voices from my past when mom and dad used to talk about the ‘good ol days.’

It is amazing and scary and mind boggling to consider what toys have become today and what they will evolve into in the future. I hope that each advancement made on products like our beloved Barbie, come with an instruction manual and guide for parents, monitoring our children’s online experience and helping break down for the kids the tremendous brand contact they are exposed to.

References
MSNMoney (April 30, 2007) Barbie 2.0: Toy icon goes interactive. Retrieved on November 17, 2008 from http://articles.moneycentral.msn.com/Investing/Extra/BarbieGoesInteractive.aspx

A few of my favorite things… November 11, 2008

The discussion about blogs this week got me thinking about the absolute incredible variety of blogs that exist out there. So, in an effort to find some of the unique blogs, I went searching. Here’s some that made me laugh and some that just enjoyed visiting….

The Poop – This is a blog for parents in the San Franciso Bay area. It’s a lackluster site, but I just loved the name of this one.

Funatiq – This site is dedicated to everything funny. There are some really great examples of funny advertisements and just comical thoughts about life.

Junk Food blog – This site analyzes everything from the latest products launches to the adventures of a man who has eaten 23,000 Big Macs.

Strange maps – This blogger has an interest in all things maps. His site offers a variety of photos and stories about how different maps are used. It’s an interesting topic. What I found most interesting, though, is that he solicits donations to keep the site going.

Thrift Shop Romantic – This is a great idea blog for anyone who enjoys shopping at second-hand stores. There are great decorating ideas.

Strange New Products – The blog talks about, well, strange new products. Everything from travel fruit skewers to fart pads.

Found any good blogs? Let me know! Let’s keep it clean, though.

Breaking the law November 10, 2008

Several concepts were brought up in our class discussion this week about these unofficial blogs. One concept that intrigued me was the notion that some of these more positive sites could be planted by the brand themselves. Or, this circumstance could stand to hurt brands, when competitors post very negative blogs. Hmmm. Interesting concept, and one which I can definitely see happening.

One of the most enticing aspects of traveling through the blogosphere is the ability to remain anonymous. It’s this anonymity, though, that allows companies to pose as bloggers who genuinely want to make a comment about a product or a topic.

Blogger Dave Taylor wrote an excellent piece on this topic. In his blog he includes a quote from the original Times Online article:

“Hotels, restaurants and online shops that post glowing reviews about themselves under false identities could face criminal prosecution under new rules that come into force next year. Businesses which write fake blog entries or create whole websites purporting to be from customers will fall foul of a European directive banning them from ‘falsely representing oneself as a consumer’,” (Palmer, September 21, 2008)

The term ‘sock-puppet’ reviews or weblogs have been used to describe this act. And, recently in the United Kingdom there was a law passed to prohibit such acts. Essentially the law recognizes these sock-puppet comments and sites as a form of fraud. They are, but I’m curious if this is really the best way to regulate it. Also, I fear that this type of regulatory move onto the internet begins to open the door to other stricter controls from government entities.

What are your thoughts on regulating these false or misleading online comments?

Reference

Palmer, Robert (September 21, 2008) Interviews suggest iPhone develope experience not too bad so far. Retrieved on November 10, 2008 from http://www.tuaw.com/tag/dave+taylor/.

Crowdsourcing put to the test November 10, 2008

I always love when things come together. The stars aligned this week and I’ve been able to put real life application to a concept we’ve been analyzing in class – crowdsourcing. Crowdsourcing was defined Jeff Howe of WIRED Magazine as “the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call,” (Ramos, August 18, 2008)

Our newspaper has been struggling of how to peek consumers’ interests related to the Sunday paper. We don’t have issues with daily circulation, but the Sunday product was losing readers. Most newspaper see the opposite. We decided on a crowdsourcing concept for a campaign. ‘What is your Sunday?’ was a concept we developed that would depict how normal people incorporate the Sunday paper into their average day. Photo were taken of people lying in bed reading the paper, clipping coupons, reading at a café, etc. Each ad and billboard included a website URL www.whatisyoursunday.com encouraging consumers to submit their own photos of Sunday.

We applied the rules of crowdsourcing:

• Be focused
• Get your filters right
• Tap the right crowd
• Build a community into social networks
• Feed, feed, feed (Ramos, August 18, 2008)

I don’t expect tremendous results from the online photo submissions. But, what I do hope is that we can begin to warm up the community to this type of concept. It’s interactive. It’s ownership of marketing. It’s awesome. I hope they are as excited about it as I am!

References

Ramos, James (August 18, 2008) Lesson 3: Creating Buzz: Viral Marketing, Crowdsourcing & Blogs. Retrieved on November 10, 2008 from https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct.

You decide… November 10, 2008

Occasionally, I will ask for visitor insight through a poll. Today, I want your opinion on paid search engine advertising. Paid search engine advertising is a term used to describe advertising that a company can run on search engines, so that when a user enters a specific search term or phrase, the company’s ad appears. Vote as often as you would like and be sure to stop back to see the results!