tag:blogger.com,1999:blog-84853617050095387732024-03-14T05:28:24.324-04:00Burning Desire - A Marketing BlogExamining Modern Marketing
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and How It Sells You Everything You Never Knew You Always Wanted.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.comBlogger70125tag:blogger.com,1999:blog-8485361705009538773.post-1915634560816618712009-07-13T19:25:00.000-04:002009-07-13T19:25:00.318-04:00Marketing Speak, DefinedMarketingProfs has created a fun new microsite called <a href="http://words.marketingprofs.com/">Marketing Additctionary</a> where marketers can add to an urban dictionary-esque wiki with fun definitions of trendy terms.<br /><br />Though I've yet to contribute any marketing-related quips, I am a fan of this one:<br /><span class="word"></span><br /><a href="http://words.marketingprofs.com/words/20267/21216/web%202.0-verload">web 2.0-verload</a>: <em>noun</em>, When it all just becomes too much. Examples: (1) when you get bombarded with so many kinds of web apps that are supposed to be useful that you can't keep up with what's really useful, or (2) when you sign up for all those private beta invites... and then when you get the invites weeks later, you don't remember what those apps were or did.<br /><br />And here's the current most popular word:<br /><br /><span class="word"></span><a href="http://words.marketingprofs.com/words/19648/20575/Twiggles">Twiggles</a>: <em>noun</em>, A fit of laughter by something someone said on Twitter.<br /><br />The wordoff, where you can vote for your favorite of two words, is another fun feature. There is also a "Challenge" area where someone provides the definition and you create the word. Hours of marketing entertainment!Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com1tag:blogger.com,1999:blog-8485361705009538773.post-48581338594774916502009-05-29T16:18:00.003-04:002009-05-29T16:27:38.889-04:00Middle Finger MarketingI really enjoyed this <a href="http://gregverdino.typepad.com/greg_verdinos_blog/2009/04/are-you-a-middle-finger-marketer.html">post from Greg Verdino's blog</a> where Greg reflects on how big-budget marketing moves like slapping your name on a sports arena can actually create animosity among your customers.<br /><br />In his real-life example, Greg had just gotten off a flight where staff was overworked, space was limited and bags of peanuts no longer flow freely from the carts of perky flight attendants.<br /><br />We can all accept these little sacrifices in a time where most businesses are struggling to keep afloat. However, upon hopping in a cab Greg came face to face with an arena sponsored by the very airline that served up a down-graded customer service experience. This, says he, is middle finger marketing. Spending the big bucks on flashy branding projects instead of on the customer experience - right under our noses!<br /><br />Think about it, in these time there is probably more value in creating a buzz-worthy customer experience that will generate free word-of-mouth advertising from a trusted source (our own friends and family!) than shelling out to sponsor an event that most of us can no longer afford to attend.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-19629132709463181322009-04-16T18:46:00.001-04:002009-04-16T18:46:00.391-04:00The Problem with Mustang's 'Pony Girl' Brand<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEpyOpNnbPmhsbyuCM37VjwMShzKEhbwEqBN88suQAu0K__vRiVMPVrQ9JzJHdLYNSTw8_3uQe07u1KK0LYjR2JiGxzw-EvLlgvhAe0Qy3UKDmIG-ms6D0Po4G6h7B0of-jC0RzIRteg/s1600-h/78634-Ponygirl.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer; width: 300px; height: 225px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEpyOpNnbPmhsbyuCM37VjwMShzKEhbwEqBN88suQAu0K__vRiVMPVrQ9JzJHdLYNSTw8_3uQe07u1KK0LYjR2JiGxzw-EvLlgvhAe0Qy3UKDmIG-ms6D0Po4G6h7B0of-jC0RzIRteg/s320/78634-Ponygirl.jpg" alt="" id="BLOGGER_PHOTO_ID_5324579829869121618" border="0" /></a>Mustang is<a href="http://www.brandweek.com/bw/content_display/news-and-features/licensing/e3ie9cf6d4fe9496d0528d99f5b86aba029"> launching 'Pony Girl,'</a> an effort to market their brand to teen and tween girls with pink pony mustang designs, butterflies and other girly icons. The images and inspirational slogans will be featured on tees, jewelry, home decor and more. Fun, right?<p>Well, maybe.</p><p>Mustang will have to overcome a few SEO challenges, like the fact that when you <a href="http://www.google.com/search?q=%22pony+girl%22+mustang">search for "pony girl mustang,</a>" you get pictures of scantily clad women posing by cars and a YouTube video of a stripper by the same name. I won't even get in to the potential of clashing search terms with Atlanta's most popular strip joint, The Pink Pony. Perhaps they will have some trademarks set up that will help force others not to use their key branding terms. All I know is the current results are certainly not very tween-friendly.</p><p>Image via BrandWeek.<br /></p>Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-8954768910420787262009-04-14T11:36:00.004-04:002009-04-14T17:32:50.328-04:00Black Card Offers Luxury to the Masses. Hmm...<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhntOKTR3hkkM2NrvEQ_YE_ZqRG_oD3u-q3P-M7jOFNs9FlTLhZdX0Zajumpxr2ITVcLyVIYKFK8Hh6BHagBwhl_Xnq4EPRyWgI1xsU3VKEkgXiKAkP3vITbPJo0ACm1J0nvXaFMcSf3g/s1600-h/black+card.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer; width: 240px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhntOKTR3hkkM2NrvEQ_YE_ZqRG_oD3u-q3P-M7jOFNs9FlTLhZdX0Zajumpxr2ITVcLyVIYKFK8Hh6BHagBwhl_Xnq4EPRyWgI1xsU3VKEkgXiKAkP3vITbPJo0ACm1J0nvXaFMcSf3g/s320/black+card.jpg" alt="" id="BLOGGER_PHOTO_ID_5324572894823493938" border="0" /></a><p>The Black Card has been the ultimate status symbol of late. VIP shoppers from hotel tycoons and rappers flash their limitless plastic (oh, sorry, no plain ol' plastic for these guys - the Black Card is made from carbon. Fancy.) and order up some more Dom.</p><p>Funny this is, it seems now everyone can get in to this elite club. Or at least 3,000,000 of us. And how do we know this? They are advertising the exclusive privilege in magazines. I think the Black Card has, how do you say, "<a href="http://en.wikipedia.org/wiki/Jumping_the_shark">jumped the shark</a>."</p><br /><br /><a href="http://sethgodin.typepad.com/seths_blog/2009/04/so-exclusive-even-you-can-have-one.html">via Seth's Blog</a>.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-29838999825211047292009-03-26T19:26:00.001-04:002009-03-26T19:26:01.004-04:00When a Man Makes a Commercial for WomenOk, I have no proof that men were behind the new Schick Quattro campaign, but it is my feeling that a woman couldn't have designed this ad. <br /><br /><object width="445" height="364"><param name="movie" value="http://www.youtube.com/v/WAk77Kr_OwQ&hl=en&fs=1&rel=0&color1=0xe1600f&color2=0xfebd01&border=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/WAk77Kr_OwQ&hl=en&fs=1&rel=0&color1=0xe1600f&color2=0xfebd01&border=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="445" height="364"></embed></object><br /><br />I mean, really? Those ridiculous bushes changing in to suggestive shapes? I wouldn't call myself a feminist, but at some point I have to draw the line!<br /><br />View <a href="http://loquat73.blogspot.com/2009/03/risque-ad-schick-quattro-for-women-trim.html">images</a> of the also-risque print ads.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-37159094685926910272009-03-24T18:35:00.002-04:002009-03-24T18:35:00.347-04:00Pay Your Subscribers Some RespectToday, I received an email offer from a retailer for an online game where I can win discounts. I don't shop here frequently, but ok, I'll bite. Let's see what this is all about. So I click through (score one for the retailer's email marketing manager). <br /><br />Upon clicking, I'm delivered to the promotional microsite for their new game/contest. The site prompts me to enter my email. This is mildly annoying, since I just clicked through from an email and it would have been simple for the website to recognize me or at the very least, pre-populate my address to save me a minute of hassle. Still, I am not deterred. In this economy, we'll all do a little more than usual for a great coupon. So I enter my address and continue on. <br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhRR4w1VnHMQeZBaCFHbq9MmH5XXzwRNClvbu-tdiQEYJ3omr6c6Jrphfc8Xg_g3d2DlmqnJL2eacCirLWllPk0kNKnNQb0k5zGRa7X3r-jdpE0TijFPvwUY2UySLrCpuY6lZlzAQm3sw/s1600-h/email-register-nn.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 128px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhRR4w1VnHMQeZBaCFHbq9MmH5XXzwRNClvbu-tdiQEYJ3omr6c6Jrphfc8Xg_g3d2DlmqnJL2eacCirLWllPk0kNKnNQb0k5zGRa7X3r-jdpE0TijFPvwUY2UySLrCpuY6lZlzAQm3sw/s320/email-register-nn.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5316805686395344610" /></a><br /><br />Do I get to play the game? No. I am now greeted with an even longer form! Keep in mind that I have purchased something from this retailer before. Online. Quite recently. So not only am I a registered user, but they already have my address and all of the other information they are requesting. In fact, notice they give me the option to register for their e-newsletter list, which I'm already registered for (that's how I got here!). At this point, I decide it's not worth it and abandon the form. <br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgeuEkAFnC9sbQaV0-47GGpNv9tNAUQhstoV9vW0Fhq5P8BJGAiV-X6rRV4op7xXwb32CLgi03wb3Oenf-HyJ25Y-M5zh2X6SL56t52mqjnu7Fymo7nH95XFiaIljU7xF1imJ1PnFIDcA/s1600-h/long-form-nn.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 308px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgeuEkAFnC9sbQaV0-47GGpNv9tNAUQhstoV9vW0Fhq5P8BJGAiV-X6rRV4op7xXwb32CLgi03wb3Oenf-HyJ25Y-M5zh2X6SL56t52mqjnu7Fymo7nH95XFiaIljU7xF1imJ1PnFIDcA/s320/long-form-nn.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5316805843226341730" /></a><br /><br />Why do marketers continue to make it so difficult to interact with their brand when technology should make it so easy? The example above is a clear case of what not to do. When you create landing pages or microsites, use caution and balance friction with incentive, or you'll surely notice high abandonment rates.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-46205492998340261032009-03-17T18:35:00.000-04:002009-03-17T18:35:01.001-04:00Big Brand Makeovers VisualizedI really enjoyed a piece on WalletPop which takes us through a number of popular brands who have recently <a href="http://www.walletpop.com/specials/big-name-makeovers">revamped their image</a>. This kind of change often causes a controversy and in extreme situations, we've even seen brands being forced to revert back to their old look (as with the Tropicana uproar).<br /><br />With the internet and outlets like blogs and Twitter becoming so widely used, the power is in the hands of the people. Remember my <a href="http://burningdesiremarketing.blogspot.com/2008/08/discover-card-shows-their-softer-side.html">post about how Discover Card's campaign struck me as insincere</a>? After I wrote that I noticed in my analytics report a flood of views from an ad agency that just happens to represent Discover. Anyone notice how the new commercials address this consumer skepticism? I'm not saying, but I'm just saying. Embrace the power.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-29921607735660984322009-02-26T17:22:00.004-05:002009-02-26T17:43:54.003-05:00With All the Publicity Queensland is Getting, Do They Even Need a Marketing Guru?A fun story that has been in the public eye lately is the opportunity to apply for "<a href="http://www.islandreefjob.com/">The Best Job in the World."</a> The position requires that you move to Australia and accept a salary of $100,000 to live at the beach in a large home while you create social media content (blogs, videos, etc) about the islands of the Great Barrier Reef. The entire program/promotion (because, truly, this is just a clever marketing act) is sponsored by the tourism bureau of Queensland.<br /><br />Almost 35,000 people have applied for the position by submitting online videos. The public can now vote on the video applications, so its safe to say that the 35,000 vying for the job are promoting the initiative to all of their contacts to encourage voting and better their chances. So between the buzz created by applicants and all the media coverage - it stands to reason that Australia no longer has a need for an "Island Caretaker" at all. The entire effort is really a contest disguised as a job opening (with a few, minimal strings attached). Personally, I applaud their PR team for a job well done!Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com1tag:blogger.com,1999:blog-8485361705009538773.post-41846750268097451922009-02-19T19:00:00.001-05:002009-02-19T19:00:00.487-05:00Exploring the Marketing Potential of Microsoft TagOk, first things first, I did not closely follow CES '09 and my reader was so bogged down with posts on all the amazing technology that I admittedly didn't have the time to read most of them. If I had, perhaps I would have discovered Microsoft Tag last month, but instead I read about it today and it blew my mind (just a little!).<br /><br />Microsoft Tag is technology that lets individuals (or businesses) create a personalized "colorblock" that can be stuck virtually anywhere and acts as a gateway to a wealth of digital information. Wait, what, huh? Yeah, it took me a minute too. Here's the scenario:<br /><ul><li>I request a "tag" from Microsoft. This tag is individual to me. I am a beautiful and unique snowflake.</li><li>I print or paste this tag wherever I please, be it on my business card, my t-shirt or my twitter profile. </li><li>Someone who wants to know more about me snaps a picture of my tag with their compatible camera phone and they are instantly connected to a page of relevant information.<br /></li><li>Just like I can have my own tag, I can also snap pictures of others to learn more about someone or something.</li></ul>This <a href="http://b2bmarketingconfidential.blogspot.com/2009/01/mobile-codes-and-b2b.html">post</a> on B2B Marketing Confidential examines just a few of the potential marketing tie-ins for these tags, including using them on retail displays and putting codes on hardware components for a direct link to relevant tech support. I think this technology has the potential to be really cool, if it takes off.<br /><br />Tying in to the retail display idea - what if you could snap a picture of a tag on a product you're interested in and instantly be connected to consumer reviews of the product? I know you can find these using a smartphone anyway, but as technology progresses, it seems to be all about making things easier and faster.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-62153620712239903802009-02-15T15:36:00.000-05:002009-02-15T15:36:00.243-05:00"The Lipstick Effect" and the RecessionIn a recent <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=100215">interview</a>, <span class="articleText">Nancy Upton, assistant marketing professor at Northeastern University College of Business Administration and an expert on hedonistic spending, provided a rundown on "The Lipstick Effect" and how what it means for low-cost retailers in a recession.<br /><br />Basically, during the Great Depression, there was a surge in cosmetics sales because it is a low-cost way for women to feel good about themselves. Now, of course today there are a bevy of high-priced cosmetics on the market - I should know, I spent a ridiculous amount on my favorite mascara yesterday - but apparently that high end option plays an important role in influencing spending. Making the choice to seek out a savvy, low-cost option for splurge purchases gives a warm, sunny feeling of instant gratification while also making women feel clever for scoring a great deal.<br /><br />Small items like cosmetics or McDonald's burgers are low-anxiety purchases that are easy for consumers to handle even in tough times. Upton predicts that this new frugality will last - </span><span class="articleText">"People are learning new skill sets, and those will stick. Now that they're learning how to do extreme comparison-shopping, people won't go back to careless spending</span>," she says.<br /><br />Looks like "The Lipstick Effect" is here to stay.<br /><span class="articleText"><br /></span>Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-42048364044399994482009-02-13T18:19:00.002-05:002009-02-13T18:19:00.161-05:00MetroPCS Launches Fantastical New Campaign, Challenges the Big BoysThis story is admittedly of particular interest to me because in my past position in event marketing, my agency, GRIP Promotions, managed sponsorships for MetroPCS in Atlanta, Miami and Northern California. It has been interesting to watch the brand grow in to a national name with increasingly impressive coverage that has managed to stick to their guns regarding pricing and service models.<br /><br />On to the campaign...<br /><br />MetroPCS is poised to launch a shiny, pretty new ad campaign featuring unicorns, mermaids and other fantasy creatures. According to <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=100219">Marketing Daily</a>, we can expect to see humorous spots like the following:<br /><br />A mermaid and a unicorn are sharing a Jacuzzi. "So, I'm thinking of switching to the new MetroPCS service," says the fish girl. "What, the talk-all-you-want-for-$40 thing?" asks the incredulous unicorn. "You believe in that?" "Yeah," says the mermaid. "Why not?" "Ah, sounds a little far-fetched to me," replies the unicorn. Tag: "Unlimit yourself."<br /><br />The new campaign - shot by Frank Todaro, who was at the helm for the popular, pre-historic FedEx Super Bowl commercials - coincides with the MetroPCS service launch in Boston and New York. The no contracts service provider now boasts almost national coverage and I think this campaign reflects their new status as a major player in the industry who is no longer going to sit back and be called second best.<br /><br />I'm interested to see what's to come for this cell provider with recession-perfect pricing.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-12139308387565534192009-02-11T17:47:00.004-05:002009-02-11T18:07:09.273-05:00Social Media Takes on Late Night HungerI read an interesting <a href="http://www.latimes.com/features/food/la-fo-kogi11-2009feb11,0,159741.story">article</a> in the LA Times about a taco truck (wish these were popular in Atlanta!) that has developed a frenzied Twitter following. The article is rather long and a bit cumbersome, but the gist is this: <div><br /></div><div>Kogi is a unique taco truck that serves up korean-inspired $2 tacos, making it stand out among other street vendors that thrive in the LA area. Here's the catch - being that the business is run out of a truck, you'd be hard pressed to track it down on your own. That's where Twitter comes in. The Kogi crew has developed quite a following - over 3,500 at the time of this post - of hungry folks who get realtime updates on the truck's next location. A general schedule is posted on their website, but with Twitter, they can alert everyone if there's a sudden change in plans, or even if they are running late (with lines of up to 800 taco-lovers, it can take a while to feed everyone, and LA traffic is a nightmare!). </div><div><br /></div><div>Point being, in just a few months this team of family and friends have turned an idea in to a booming business, all by using cheap and free social media techniques. They've gained a hearty fan base and created a community phenomenon that feels truly authentic - a rare commodity these days. I think their success is an inspiring look at the new world of marketing. </div>Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-36483771160830812422009-02-10T19:26:00.002-05:002009-02-28T10:08:08.294-05:00Celebrity Endorsements Gone Wrong<p>In the past week or so, we've seen a few celebrity endorsement deals go south - most prominently, Michael Phelps for Kellogg and Chris Brown for Wrigley's.</p><p>It was also rumored that Subway was considering dropping Phelps as a spokesperson after the Olympic gold medalist was photographed smoking marijuana at a college party. Now, even the conservative among us know that smoking marijuana is popularly linked to binge eating, so the fact that food brands were dropping endorsement deals exposed the companies to some amount of ridicule, including a <a href="http://www.hulu.com/watch/56636/saturday-night-live-really-michael-phelps">Saturday Night Live skit</a> surrounding Kellogg. Bloggers, forums and news writers have have been abuzz with clever quips about Subway sandwiches being the perfect food for college smokers nationwide.</p><p>The Chris Brown case unfortunately takes on a more serious note, as he was arrested for assaulting his girlfriend, the famous Rihanna. Brown has been suspended "until the matter is resolved" from his major endorsement deal with Wrigley's Doublemint Gum. The partnership was a new frontier in advertising - Wrigley's actually financed and produced Brown's song specifically for their campaign - a modern day, tricked out jingle, if you will. Brown also endorses a number of other projects - at this time it is not clear if these are also in jeopardy. He has been forced to pull out of his scheduled NBA All-Star Game appearance this weekend in Phoenix, surely meaning more lost revenue for the singer so that the NBA can save face.</p><p>The bigger question here is not what will happen to these individuals, but what will happen to celebrity endorsements as a whole. Marketers post big bucks to associate their brand with a celebrity - and this week has been a clear example of how these efforts can backfire, exposing a brand to ridicule or unpleasant associations and leaving an unpleasant taste (how appropriate, in this case) in consumers collective mouths.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-20921793954838167002009-01-23T18:12:00.002-05:002009-01-23T18:12:00.855-05:00Pitching a Pitcher<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjY2XKKzsp8yMf2bKHh_lSshyHXU5mHFOVpiUx09D0wvCtLCroA7FImydqsFF52PtAMxHOMX33xaM1sWVg_z3nvDMzPlRlSdmRRZ-BfbySHt-BngNrQQDEkurQBijVYlddmFTalb2nz_A/s1600-h/baseball-ortiz7.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer; width: 200px; height: 293px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjY2XKKzsp8yMf2bKHh_lSshyHXU5mHFOVpiUx09D0wvCtLCroA7FImydqsFF52PtAMxHOMX33xaM1sWVg_z3nvDMzPlRlSdmRRZ-BfbySHt-BngNrQQDEkurQBijVYlddmFTalb2nz_A/s320/baseball-ortiz7.jpg" alt="" id="BLOGGER_PHOTO_ID_5294534806228001618" border="0" /></a>When I took over as the <a href="http://atlanta.about.com/">Atlanta Guide on About.com</a>, I also inherited the email address used by the past guides. While this has been a great help because it puts me in touch with many local PR folks who were already sending mail to that address, it has also taught me a lesson about list hygiene, something all of us involved in email marketing should be wary of. <p>I understand that these PR agencies have large mailing lists that they blast to very frequently, but as someone with a background in the field, I also understand that getting coverage has a lot to do with relationship building. So when I get an email from someone that is addressed to the former guide, if I think it is an important relationship to cultivate, I write back with a friendly hello and let them know I've taken over as the site's writer and manager. No hard feelings for getting my name wrong this time around. However, it does irk me when I continuously get messages addressed to the former writer, after I've made the effort to write back and introduce myself.</p>Another thing I've seen frequently is just sloppy personalization. I've gotten a number of messages that start with the greeting "Hi Folio, Laura!" or something similar. This is just poor list organization.<br /><p>I get a LOT of emails. If the content is compelling enough, an error like those I've detailed above it not going to prevent me from posting an event or story. But if I'm just shopping around for an interesting topic, the little things make the difference. If you don't care to tailor your pitch or at least update your database with my correct name, then I don't care to cover your news.</p><p>Moral of the story? Keep you database up-to-date and your lists clean. And be careful when you pitch to a pitcher!</p>Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-55464391973824801032009-01-12T19:30:00.000-05:002009-01-12T19:30:02.732-05:00Office Max "Life is Beautiful" Campaign Tempts but Doesn't Deliver<p>I am a 20-something woman who spends the day in a cubicle. My office is making a move next month, and one of the things I am looking forward to is personalizing my new space - something I've been putting off due to the impending move and, of course, plain ol' laziness. Recently, a <a href="http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticleHomePage&art_aid=98087">piece </a>on Marketing Daily about Office Max's new "beautify your cubicle" campaign caught my eye. This was just what I needed! This was designed just for me!</p><br /><p>I visited the Office Max website but nothing on the homepage jumped out at me and directed me to where I could find these new, exciting office goodies. I see this as their first mistake - I actually took the bait and went to their website, only to find a dead end (ed note - there is a small ad for the ladylike Infuse line, but this is marketed for jazzing up presentations, not cubicles). Figuring that perhaps the actual ad would direct me to a branded microsite or something similar, I tucked it away in the back of my mind until a few days later I took the time to <a href="http://www.youtube.com/watch?v=nfNpCjx1Rtc">YouTube the advertisment</a> and get a better idea of what the new campaign was pushing.</p><br /><p>Colored staplers and manila (or non-manila as the case may be) folders? That's all? Call me crazy, but with the hype and flashy commercial, I was expecting something a little more innovative. Office supply stores, along will mass retailers everywhere, have been selling colorful folders for years now. Ok, so maybe a flowered file folder lightly tugs at my Trapper-Keeper nostalgic heartstrings, but I hardly think the aisles of Office Max will be filled with the sound of clicking high-heels as women rush to fill their carts.</p>Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com1tag:blogger.com,1999:blog-8485361705009538773.post-78009257106018052822009-01-08T18:32:00.001-05:002009-01-08T18:32:00.737-05:00The (Viral) Marketing of a RestaurantThis week I went to eat at La Pietra Cucina, a relatively new upscale Atlanta restaurant. It's a bit hard to find, to say the least.<br /><br />It has no sign, with the exception of a small sandwich board on the side of the road that reads "Now Open" with the phone number printed very large and the name of the establishment printed very small. It has no website.<br /><br />It is located on a very busy road, in the lower level of an office building, and is easy to miss, even if you pass by in the car every day. When you do manage to arrive, there is no indication of where you should park and you'll likely try to open the locked door that leads to the part of the restaurant that's currently being renovated before happening upon the less-grand, unlocked door a few paces down with a paper sign taped to the window displaying the hours of operation.<br /><br />I even overheard a patron arriving after me comment to her dining companions, "You had to choose the hardest spot to find in all of Atlanta."<br /><br />And yet, on a Tuesday night, in the midst of a recession, the restaurant was fairly busy and a large group gathered at the bar. This is likely due to a small number of respected, local food bloggers who have taken the new restaurant under their wing and written several rave reviews. It is a great thing that the internet allows word to spread and helps local businesses who are putting out a quality product (or delicious dishes in this case) get a real leg up, without doing a thing but excelling at what they do.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-63400489477398622272009-01-06T14:47:00.003-05:002009-01-06T14:58:19.734-05:00Personal Branding Rant - One For the Single LadiesThere's been a lot of hubbub about personal branding in the past few years. Today my MarketingProfs newsletter declares that I'd better work on my building my brand "before [my] name lands on the layoff list."<br /><br />This prompted me to think on an issue that will be affecting all of us young, single, tech-saavy females who have spent years cultivating the perfect collection of Google results for our name.<br /><br />We'd better all be planning to take the liberal route and keep our maiden names after marriage. Or at least plan to marry someone with a unique last name. Because all will be for naught when Jane [insert rare and distinctive last name here] marries Mr. Smith and has to start all over again. Good luck beating out all the other Jane Smith's out there.<br /><br />My apologies to all those who were born with very common last names. I guess it has been an uphill battle for you all along. You'd better forget marrying rich and start looking for Mr. Perfect Last Name instead.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-33860936760370908302008-10-21T16:10:00.003-04:002008-10-21T16:17:40.914-04:00GPS Targeting Personalizes Bus AdsA New York CBS news station is reporting that Manhattan buses are testing a new technology that allows for ads to changed based on the location of the bus.<br /><br />The ads, which are more like TV commercials than traditional outdoor advertising, can also be made time-sensitive, showing breakfast items in the morning and beer at happy hour.<br /><br />The Metropolitan Transportation Authority reports that ads could be seen on as many as 200 bus routes by early next year.<br /><br /><a href="http://wcbstv.com/local/ny.transit.agency.2.845210.html">WCBS </a>via <a href="http://gizmodo.com/5066514/nyc-buses-testing-digital-ads-that-change-depending-on-location">Gizmodo</a>Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-82011877593491503362008-10-14T10:13:00.004-04:002008-10-14T10:18:48.913-04:00Apologies All Around , and the Launch of About.com Atlanta<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAm5b1gYpB27iiTyCYo9SVhprtUvzr4Zr6JGD-XKqN3kDvaPqjXN9DI3eZazCNc0BE85v4wXZjdl5dt2x3XjSAm2TtEVYNhVGX5xd5Cw59V2BOWVEhker_V0K9_zVtSUQHNp2v5aQrIw/s1600-h/about+logo.JPG"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAm5b1gYpB27iiTyCYo9SVhprtUvzr4Zr6JGD-XKqN3kDvaPqjXN9DI3eZazCNc0BE85v4wXZjdl5dt2x3XjSAm2TtEVYNhVGX5xd5Cw59V2BOWVEhker_V0K9_zVtSUQHNp2v5aQrIw/s200/about+logo.JPG" alt="" id="BLOGGER_PHOTO_ID_5257013485678380322" border="0" /></a>I have absolutely been neglecting this blog this month. Truth be told, I've been completely buried in getting my new About.com Guide to Atlanta up and running. Those of you who live in Atlanta, please check out the <a href="http://atlanta.about.com/">new page on About.com</a>, where I'll now be writing and managing all content. In addition to a blog updated frequently each week, you'll also find information on events, attractions, restaurants and nightlife, Atlanta neighborhoods and more.<br /><br />Though I'm excited to have this new opportunity, I still look forward to sharing juicy marketing tidbits with everyone here.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-15136749743626876642008-09-29T21:36:00.003-04:002008-09-29T21:52:38.494-04:00Sprint's ReadyNow Commercial Somehow WorksI have said before I don't like commercials that <a href="http://burningdesiremarketing.blogspot.com/2008/08/discover-card-shows-their-softer-side.html">seem insincere</a> or commercials that aim to make the <a href="http://burningdesiremarketing.blogspot.com/2008/09/new-microsoft-ads-missing-mark-dissing.html">tech elite look like the "common man,"</a> but there's something about the new Sprint ReadyNow commercials that feels good. <div><br /><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/X_iSymrWf2c&hl=en&fs=1"><param name="allowFullScreen" value="true"><embed src="http://www.youtube.com/v/X_iSymrWf2c&hl=en&fs=1" type="application/x-shockwave-flash" allowfullscreen="true" width="425" height="344"></embed></object><br /></div><div><br /></div><div>Dan Hesse, CEO of the wireless giant, sits in a diner and tells me he wants to help me embrace the power of technology. And I believe him. </div><div><br /></div><div>Where the plan could fall short is on the retail level. Now that people think they can go in to any Sprint store and get top-notch, personalized phone set-up, the company must follow through. The helpful spirit and tech expert persona must be reflected by every sales rep on the floor. Personally, I think this is one of the most difficult challenges any retailer faces - turning their employees from cash-slingers in to true brand advocates. </div>Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-15033860678331021162008-09-25T10:37:00.006-04:002008-09-25T10:49:10.609-04:00Top Topics for 2009So, public relations is a different monster than traditional advertising, but it's definitely a large piece of the branding puzzle.<br /><br />Yesterday, <a href="http://www.mymediainfo.com/index.jsp">MyEdcals</a>, a top source for editorial calendars and story topics, released a list of what they believe will be the top story focuses of 2009, based on the over 100,000 opportunities they have in their database.<br /><br />They are as follows:<br /><br /><span style="font-weight: bold;">1. Green…green anything! </span><br />From green technology to green construction, green is everywhere<br /><br /><span style="font-weight: bold;">2. Travel </span><br />Although “Green Travel” is part of travel, other travel subjects like domestic travel, family travel and luxury travel round out this ever popular group<br /><br /><span style="font-weight: bold;">3. Personal Finance </span><br />From 401(k)’s to how to save money on your heating bills, publications will be focused on personal finance as the economy slumps<br /><br /><span style="font-weight: bold;">4. Gift Guides </span><br />Father’s Day, Mother’s Day, Holiday Gift guides- what to get someone who has everything or the techie looking for the next best gadget<br /><br /><span style="font-weight: bold;">5. Fitness </span><br />With each year we can be assured there will be thousands of story opportunities from dieting to the newest and greatest fitness trends<br /><br />No earth-shattering surprises here, other than maybe gift guides. But to be honest, I hope that is accurate because every year around the holidays I search for gift ideas and I'm usually met with a lot of junk. I guess you could say travel is a bit surprising in the top 5, since everyone seems to be pitching the idea of "staycations" lately (in fact, did you know this week is ABC's declared "<a href="http://www.variety.com/article/VR1117990533.html?categoryid=14&cs=1">National Stay at Home Week</a>," to tie in with thier fall premieres?). <br /><br />Remember, this list is based on MyEdcal's available stories - so there is a good chance that it's somewhat skewed, but still interesting. Top marketers will be looking for creative ways to tie their offerings back to next year's hot topics. These ideas are going to be at the top of consumer conciousness and the themes can be applied to traditional marketing efforts as well as PR pitches.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-15835483769640983652008-09-15T13:59:00.005-04:002008-09-15T14:14:43.230-04:00LinkedIn to Launch Ad Network<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_Cul1fNLxfW7oURvfZh1jpea_kpBkdlAByjkvWhyMoqQ2Fspw7WMpvpn_eFZOH35ecxgC2RVPTgojLsz-08KYxBL9QXc4YuE_ihyx3dgZFtMD4wvz-ntA4-sej1VORLn_CJVsPyv-bQ/s1600-h/linkedin.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_Cul1fNLxfW7oURvfZh1jpea_kpBkdlAByjkvWhyMoqQ2Fspw7WMpvpn_eFZOH35ecxgC2RVPTgojLsz-08KYxBL9QXc4YuE_ihyx3dgZFtMD4wvz-ntA4-sej1VORLn_CJVsPyv-bQ/s200/linkedin.jpg" alt="" id="BLOGGER_PHOTO_ID_5246312803033746162" border="0" /></a>To capitalize on high membership rates and a desirable audience profile, LinkedIn has announced the birth of its own ad network.<br /><br />LinkedIn will launch the network, in conjunction with Collective Media, on Monday. The CPM (cost per thousand impressions) starts at an astoundingly high $30 at a time when most social networks are struggling to sell at rates of $1 CPM. Text ads are available at a lower cost. LinkedIn is able to demand higher rates because of their affluent and influential customer base. With an average household income of $110,000, 64 percent of LinkedIn members are male, the average age is 41, and 49 percent are business decision makers.<br /><br />The network will utilize partner sites. LinkedIn browsers will be cookied upon visiting the site. Members will be grouped into different, targetable categories to serve up ads on partner websites. Users will, of course, be able to opt out.<br /><br />A simpler way to avoid companies tracking your every move? Set your browser to periodically clear cookies.<br /><br />More details and stats at <a href="http://www.techcrunch.com/2008/09/14/linkedin-to-launch-its-own-ad-network/">TechCrunch</a>.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-63334292269675372232008-09-12T10:09:00.003-04:002008-09-12T11:31:10.630-04:00New Microsoft Ads Missing the Mark, Dissing us "Real People"I strongly agree with the <a href="http://www.techcrunch.com/2008/09/12/bill-gatesjerry-seinfeld-commercial-2-i-remain-confused/">TechCrunch analysis</a> of the second Gates/Seinfeld Microsoft effort. These commercials are doing nothing but make Microsoft look more out of touch with what people want.<br /><br />After the pairing was announced and the first commercial aired, I commented to friends that the ads really did nothing for me because as a 20-something consumer (who, yes, owns a Mac, but is not a total PC-hater), I feel very little connection to Seinfeld or Gates and I certainly don't want to be like them. In fact, these two guys are about as square as it gets, and really are just reinforcing the image that the Mac Guy ads have created for Microsoft.<br /><br />From TechCrunch:<br /><p style="font-weight: bold;">But…If Bill (and therefore Microsoft) is not already in touch with real people, then their products may not be, either. By spending time with real people, the logic flow suggests they’ll be able to build better products.</p> <p style="font-weight: bold;">In other words, Microsoft is highlighting the fact that they are out of touch. But instead of saying they’ll mingle with real people to build better products, the message seems to be that the real people need to get with the program.<br /></p><p>The full ad:</p><p><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/gBWPf1BWtkw&color1=0xb1b1b1&color2=0xcfcfcf&hl=en&fs=1"><param name="allowFullScreen" value="true"><embed src="http://www.youtube.com/v/gBWPf1BWtkw&color1=0xb1b1b1&color2=0xcfcfcf&hl=en&fs=1" type="application/x-shockwave-flash" allowfullscreen="true" width="425" height="344"></embed></object><br /></p><p style="font-weight: bold;"><br /></p>Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0tag:blogger.com,1999:blog-8485361705009538773.post-59818448118349169432008-09-11T15:22:00.003-04:002008-09-11T15:30:23.476-04:00Getting to Know Gamma Women<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJeKV_H-0e_rkOCS23ma1KR1nu5qYLniMeNFd1D6o02SegrdED4cFPFlTb3i8whrruCkc1jRSxWUzLUNk0uz_paroCPf4DOsjQDo8hjEpwTfySWfwinigALHsxvGTkY0mbsVtW3ke0oA/s1600-h/meredith-gamma-women-style-influence-sept-2008.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJeKV_H-0e_rkOCS23ma1KR1nu5qYLniMeNFd1D6o02SegrdED4cFPFlTb3i8whrruCkc1jRSxWUzLUNk0uz_paroCPf4DOsjQDo8hjEpwTfySWfwinigALHsxvGTkY0mbsVtW3ke0oA/s320/meredith-gamma-women-style-influence-sept-2008.jpg" alt="" id="BLOGGER_PHOTO_ID_5244848033779444082" border="0" /></a>A report from Meredith Corporation on Marketing Charts this week says that there are upwards of 55 million "Gamma women" out there. A Gamma woman is someone who influences a wide network of consumers and generates and disseminates new ideas and trends. Basically, an influencer who's a woman.<br /><br />Meredith Corporation suggests that the Gamma women will bring about a new marketing model. Traditionally, marketing efforts have been geared toward an Alpha woman, who values status and tends to be materialistic. In contrast, Gamma women display the following characteristics:<br /><ul><li>Collaborative and inclusive</li><li>Feels empowered by information</li><li>Values relationships of all kinds</li><li>Defines success for herself</li><li>Individualistic and self-actualizing</li><li>Believes work should fit personal and family needs; not the other way around</li><li>Strives to be healthy and is comfortable in her own skin</li><li>Enjoys creative pursuits and opportunities for self-expression</li><li>Environmentally conscious</li><li>Faith and spirituality are important</li><li>Willing to share her time and talents</li></ul>“Gammas are true brand advocates who are passionate and spread the word about what they like,” said Jack Griffin, president of Meredith Publishing. “It’s time for marketers to engage Gammas where they are already looking for social currency - talking with them versus talking at them.”<br /><br />For a more indepth look at the 5 Profiles of Gamma women, read the full article <a href="http://www.marketingcharts.com/interactive/gamma-women-55-million-strong-to-define-new-marketing-model-5925/">here</a>.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com1tag:blogger.com,1999:blog-8485361705009538773.post-41554703152112376052008-09-08T11:41:00.003-04:002008-09-08T12:02:42.786-04:00The Future is Now: New E-Newspaper Reader Goes to Market<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjs5_O-dt9AaK04wKK4pmsukFu8DZG7t7HL-I3RaMfK1Ch6N5u7jcB5-lGZ2qheO0tp7O_S0psQi751SaRagJ5osjLDBbapuN_QaXhKhiJGIIVaQdbvPK0pIUyyLp2NoN6R_7R-KkmwoA/s1600-h/PlasticLogicPreviewsElectronicReadingDevice.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjs5_O-dt9AaK04wKK4pmsukFu8DZG7t7HL-I3RaMfK1Ch6N5u7jcB5-lGZ2qheO0tp7O_S0psQi751SaRagJ5osjLDBbapuN_QaXhKhiJGIIVaQdbvPK0pIUyyLp2NoN6R_7R-KkmwoA/s200/PlasticLogicPreviewsElectronicReadingDevice.jpg" alt="" id="BLOGGER_PHOTO_ID_5243680970733945634" border="0" /></a>A few months back I referenced the Minority Report-esque "electronic newspaper" in a <a href="http://burningdesiremarketing.blogspot.com/2008/04/future-of-newspaper.html">blog </a>about the future of news.<br /><br />It seems today we come one step closer to this futuristic dream- Plastic Logic <a href="http://www.plasticlogic.com/PRPlasticLogicPreviewsElectronicReadingDevice.html">announced </a>it's e-news reader which mimics the look of a real newspaper. The reader uses the same technology behind Amazon's Kindle and similar readers, but in a much larger size, equal to a piece of copier paper. The device can be updated via a wireless link and stores hundreds of pages of information.<br /><br />The reader goes on sale early next year. Plastic Logic is expected to present more information, including the price and planned news organization partnerships, at the International Consumer Electronics Show in Las Vegas in January.<br /><br />Electronic readers offer the opportunity to collect more information on subscribers, leading to targeted advertising campaigns. They also hold the promise of a greener news industry and would significantly reduce operating costs for news providers.Laura Foliohttp://www.blogger.com/profile/09460908527289564945noreply@blogger.com0