Socialize at exclusive events during the Museum’s monthly Target First Saturdays and continue connecting online with access to artist-created content on our 1stfans Twitter Art Feed. This paperless Membership is only $20 for the year and is fully tax-deductible!
When you become a 1stfan, you can:
Working in Membership means my job is to get people excited about and involved with the Museum. In that way, my job is just as much community-builder as it is fundraiser. Though our Membership base is sizable and diverse, I’ve always felt that there is a large group of Brooklyn Museum visitors that would like to be more involved with the Museum but do not view the traditional Membership structure and benefits as appealing. I wouldn’t be following the Museum’s mission if I didn’t make an effort to reach out to this group. The bottom-line part of my job (monthly income goals, budget projections, cost/benefit analysis) is important, but not as important—or as fun, I might add—as growing our Museum community and making personal connections with our Members. It is with the Museum’s community in mind that we are pleased to introduce a new Membership program at the Brooklyn Museum: 1stfans.More and more businesses will continue to utilize social media to connect with their fans and even find ways to monetize it. This is beginning of an exciting trend.
Miller Credits Hubbub Around Ads, Which Didn't Even Run in Some Markets
CHICAGO (AdAge.com) -- Miller High Life's one-second Super Bowl ads that weren't created a sales bump that definitely was.
Sales of High Life popped 8.6% during the week after the Super Bowl vs. the same period a year earlier, and they were up nearly 5% during the week before the game, according to ACNielsen...
by Roy WilliamsA high percentage of relational customers have shifted to a transactional frame of mind.
In other words, the rules of marketing are changing.
The buying mode and mood of the general public has moved from Intuitive and Feeling (NF, right brain/right brain, pattern recognition) to Sensing and Thinking (ST, left brain/left brain, sequential reasoning.) Frosted Frank, not Monet, will win the heart today. Abandon fuzzy angles of approach. Be direct, clear, concise. Clarity is more important than creativity. But it’s also more difficult to achieve.
Ad writers, you’re going to have to work harder than ever but so are your clients.
Money is tight.Click for FULL STORY
Unemployment is rising.
People aren't shopping.
Traffic is King.
A great societal shift is under way, and no one is taking advantage of it. Numerous trend reports, even the 2008 census, show conclusively that men are more and more involved in taking care of their children and homes. So you'd think package-goods marketers would jump at the chance to include them in their marketing mixes. But you'd be wrong.
"Men don't shop as much as women." "They don't enjoy shopping." "They're not interested in consumer-package-goods messages," many marketers say. Those are all valid points. It's understandable that with shrinking marketing budgets and a potentially deep recession, companies would tailor their innovation, communications and media strategies to the lowest-hanging fruit, women. But this female-only approach, logical as it may seem, causes us to miss a huge opportunity... Click for FULL STORY (reg. might be req.)
As Ran Cohen details, there are 10 ways to streamline your brand plan for 2009.
To help you get ahead of the curve, here are 10 insider tips that smarter branding campaigns will implement in 2009:
1. Optimizing for branding: Engagement metrics. It's a common mistake to evaluate performance of display ads exclusively by the clickthrough rate. Clicking is a direct response and not a measure of affinity or favorability towards a brand. Brand marketers are more interested in the reach and impact of campaigns, but what are the objective metrics here? Hint: it's about time. Time spent with adverts is a clear indication of brand interest. Considering increasing ad blindness online and time shifting on TV, real return on branding investment can only be assured by observing consumers as they choose to spend substantial time with the ad.
2. Driving conversions within the banner. Conversions can be defined depending on campaign objectives from purchasing a product, requesting a test-drive, downloading a brochure or engaging the user with the brand. Enabling conversions inside the banner facilitates measurement and enhances engagement. In 2009, its best to grab the consumer while you can and bring the brand experience directly to them in the banner. For example, for their recent launch of Mars Planets, Masterfood drove in-banner conversions, forgoing the destination site altogether. The result: 35,000 consumers subscribed to the sweepstakes in the first day alone, far exceeding past expectations.
3. Frequency capping. The time of overexposing consumers to wasted impressions is over. Determining optimal frequency is in. With tighter budgets in place, marketers should hold the reins of campaigns and conduct close reviews of ad performances by frequency at the first phase of a campaign. This will help marketers to determine the optimum frequency and to demand that publishers implement frequency caps for the duration of the campaign, and then rotate creatives accordingly.
4. Geo-targeting on the publisher side. Don't forget the small stuff. If the target audience is in the U.S., make sure that the buy is for U.S. users only. A specific site that is scoring high for a certain demographic can potentially include a wide mix of international users.
5. Creative targeting. Advertisers can and should target different creative executions via the agency ad server, sequencing creatives by time of day, user behavior ("behavioral sequencing"), user activity on an advertisers' website ("retargeting tags"), etc. Although identifying and targeting impressions to relevant consumer segments with publisher ad server capabilities has become increasingly common, it's times like these that agency ad servers should not be neglected.
6. Creative optimization. Making sure you're serving the best-performing creative across your online media buys is relatively simple, yet surprisingly overlooked. This is bound to change in the coming year as marketers look for ways to cost-effectively produce multiple campaign versions to optimize against.
7. Placement performance. By examining the consumer path to conversion, media planners can gain insight into the optimal allocation for impressions between search and display. Today, media planners can optimize media buys for reach and frequency by analyzing the overlap of unique users between publishers (the smaller the overlap, the higher the reach, while a higher overlap yields a higher frequency).
8. Creative meet analytics. Campaigns need to support brand impact and scrupulous measurement as much as the creative behind them. Creative and media teams should work more closely together to design creatives that speak to overall performance objectives. Creatives must include mechanisms that allow for analyzing, monitoring and optimization.
9. Cross-channel integration. Consumers switch between media channels to their heart's content, and 2009 will be the year for campaigns to capitalize on the full range of advertising media. As display advertising broadens its horizons past the PC, traditional, online, and mobile channels will come to the front line. Marketers will now be encouraged to "follow" active consumers throughout the day across all channels to optimize their branding budgets. Innovative tools to track the full path to conversion are also available.
10. Media verification. In tough times, you better make sure you get what you paid for. This means making sure that your run-of-site buy didn't land your impressions under the fold, near objectionable content, next to your competitors' ads, etc.
The tools and tactics needed to ride out the recession already exist for online advertising. By committing to these resolutions, all simple techniques for improving and demonstrating online ROI, smart marketers will leverage the recession to capitalize on digital marketing, making 2009 a memorable year for digital display advertising and online campaign management. So when the going gets tough, don't cut ad spends, just cut inefficiencies and focus on knowing what to look for, how to optimize and when to make changes.
CMOs Not So Thrilled With Their Agencies
Bad news for shops as client honchos express their displeasure
Jan 29, 2009
NEW YORK Chief marketing officers are less than enthralled with their ad agencies, to judge from a survey conducted for Epsilon by GfK Roper Public Affairs & Media.
Released today (based on polling fielded in October),the poll found relatively few CMOs saying their agency of record exceeds their expectations in such areas as price (9 percent), return on investment (12 percent), client service (23 percent) and "knowledge of my business" (24 percent).
Much higher numbers of CMOs said their agency "meets" expectations in these areas, though the approval was well short of unanimous even by that middling standard. For instance, 62 percent said the agency meets their expectations for knowledge of the client's business and 64 percent said it does so when it comes to client service.
The same poll asked the CMOS to say which marketing efforts they would never outsource. Atop the list (cited by 34 percent) was strategy and planning services, followed by customer relationship management (31 percent), customer database warehouse (29 percent), e-mail delivery system (22 percent) and data mining (18 percent).
You'd expect it to be a buyer's market these days for marketing talent, given all the layoffs the profession has endured. But the survey also found 39 percent of CMOs dissatisfied with the availability of qualified candidates for marketing jobs, including 6 percent who are "very unsatisfied." Just 5 percent said they're "very satisfied" with the talent pool for new hires, with most of the rest merely "somewhat satisfied."
If your brand isn't following these laws, especially these days, you will probably have some dark days ahead. If you follow the laws of branding, you will be able to leverage your dollars better and grow your company faster. This is the time for you to gain market share. Are you ready?
The 22 Immutable Laws of Branding by Al Ries
1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of the brand. The strength of brands lies in becoming synony-mous with a single category. Brands that spread themselves across categories lose brand focus, identity, and ultimately market share.
2. The Law of Contraction: A brand becomes stronger when you narrow its focus. By narrowing the focus to a single category, a brand can achieve extraordinary success. Starbucks, Subway and Dominos Pizza became category killers when they narrowed their focus.
3. The Law of Publicity: The birth of a brand is achieved with publicity, not advertising. A new brand must be capable of generating favorable public-ity in the media or it won’t have a chance in the marketplace. Anita Roddick built the Body Shop into a global brand with no advertising, but with massive amounts of publicity. On the other hand, Miller Brewing spent $50 million in advertising to launch a brand called Miller Regular. The brand generated no publicity and very little sales.
4. The Law of Advertising: Once born, a brand needs advertising to stay healthy. Sooner or later, a brand leader has to shift its branding strategy from publicity to advertising. By raising the price of admission, advertising makes it difficult for a competitor to carve out a substantial share of the market.
5. The Law of the Word: A brand should strive to own a word in the mind of the consumer. If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns. Kleenex owns “tissue,” Federal Express owns “overnight,” Volvo owns “safety.”
6. The Law of Credentials: The crucial ingredient in the success of any brand is its claim to authenticity. Coke is the real thing in the minds of many, even though the last “real thing” advertisement ran almost thirty years ago. A brand’s credentials in a category as authentic, real, original, or the leader are very powerful indeed.
7. The Law of Quality: Quality is important, but brands are not built by quality alone. Does a Rolex keep better time than a Timex? Does Hertz have better service than Alamo? Does a Montblanc pen write better than a Cross? Are you sure? The perception of quality, more than quality itself, is what builds a brand. And the best way to build a quality perception in the mind of consumers is by following the laws of branding.
8. The Law of the Category: A leading brand should promote the category, not the brand. The most efficient, most productive, most useful aspect of branding is creating a new category. Customers don’t really care about new brands, they care about new categories. What was the market for cheap cars before Volkswagen? What was the market for home pizza delivery before Dominos? What was the market for in-line skates before Rollerblade?
9. The Law of the Name: In the long run, a brand is nothing more than a name. In the short term, a brand needs a unique idea or concept to survive. But in the long term, all that is left is the difference between your brand name and the brand names of your competitors. Shorter names that are unique and memorable are far stronger than longer, vague or generic names.
10. The Law of Extensions: The easiest way to destroy a brand is to put its name on everything. More than 90% of all new product introductions in the U.S. are line extensions. Line extensions destroy brand value by weakening the brand. The effects can be felt in diminished market share of the core brand, a loss of brand identity, and a cannibalization of the one’s own sales. Often, the brand extension directly attacks the strength of the core brand. Does Extra Strength Tylenol imply that regular Tylenol isn’t strong enough?
11. The Law of Fellowship: In order to build the category, a brand should welcome other brands. Consumers want to have choices. Choice stimulates demand. Healthy competition helps to build the category. The competi-tion between Coke and Pepsi makes customers more cola conscious. Per capita consumption goes up.
12. The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name. The problem with a generic brand name is its inability to differentiate the brand from the competition. At your local health food store, you’ll find Nature’s Resource, Nature’s Answer, Nature’s Bounty, Nature’s Secret, Nature’s Way, Nature’s Best, Nature’s Plus, etc. Will any of these generic brands break into the mind and become a major brand? Unlikely.
13. The Law of the Company: Brands are brands. Companies are companies. There is a difference. Customer’s think of brands, not companies. Procter and Gamble isn’t Tide. General Motors isn’t Cadillac. The brand itself should be the focus of your attention. Use the company name, if necessary, in a decidedly secondary way.
14. The Law of Subbrands: What branding builds, subbranding can destroy. Subbranding erodes the power of the core brand. Waterford is the leading Irish crystal maker. Introducing “cheap” Waterford as “Marquis by Waterford” only dilutes the Waterford brand. Subbranding attacks a brand’s place in he mind of the prospect.
15. The Law of Siblings: There is a time and place to launch a second brand. A second brand can be launched to focus on a new subcategory within the same product family. Toyota launched Lexus because the Toyota brand couldn’t fill the luxury ar category. The focus is on the brand, not the company. Customers buy a Lexus not because it’s made by Toyota, but in spite of it.
16. The Law of Shape: A brand’s logotype should be designed to fit the eyes. Both eyes. A customer sees the world through two horizontal-ly mounted eyes peering out of the head. For maximum visual impact, a logotype should have a horizontal shape. The ideal shape is 2 1 /4 units wide by 1 unit high.
17. The Law of Color: A brand should use a color that is the opposite of its major competitor. Coke is red, and Pepsi is Blue. Hertz is yellow, and Avis is Red. Color consistency over the long term can help a brand burn its way into the mind.
18. The Law of Borders: There are no barriers to global branding. A brand should know no borders. The perfect solution to growth in a competitive market is not line extensions, but building a global brand. A brand should have a consistent message globally, but must take into account the perceptions of its country of origin.
19. The Law of Consistency: A brand is not built overnight. Success is measured in decades, not years.This is the law which is violated most frequently. Once a brand occupies a position in the mind, the manufacturer often thinks of reasons to change. Markets may change, but brands shouldn’t. They may be bent slightly, or given a new slant, but their essential characteristics should never be changed. Long-term, consistent programs might be boring, but they are also immensely powerful.
20. The Law of Change: Brands can be changed, but only infrequently and only very carefully. Nothing is absolute and there are exceptions to every rule. There are three situations where changing your brand is feasible: When your brand is weak or non-existent in the mind, when you want to move your brand down the food chain to a lower price and perception point, or when your brand is in a slow-moving field and the change is going to take place over an extended period of time. Remember, changing your brand is a long and difficult process. Change at your own risk!
21. The Law of Mortality: No brand will live forever. Euthanasia is often thebest solution. While the laws of branding are immutable, brands themselves are not. They are born, grow up, mature, and eventually will die. Yet companies that are willing to spend millions to save a dying brand, won’t spend pennies to launch a new one. Opportunities for new brands and threats to old ones are constantly being created by the invention of new categories. The rise of personal computers created opportunities for Compaq, Dell and Gateway, but put pressure on Digital, Data General and Wang.
22. The Law of Singularity: The most important aspect of a brand is its single-mindedness. What is a brand? A singular idea or concept that you own inside the mind of the prospect. It’s as simple or as difficult as that.
Social Media Tools for Restaurants
- Register - Use sites like Yelp.com, TripAdvisor.com and Urbanspoon.com. Go in and register your restaurant and provide as much information as possible regarding location, menu, price, hours. Make it easy for people to find out about you.
- Reviews - Encourage your customers to review you online and provide feedback of their experiences.
- Twitter – Utilizing your twitter account you can take to go orders, let people know about specials, get feedback on menu changes, promote your blog and announce entertainment. Be sure to promote your twitter account on everything you do and encourage people to follow you.
- Blog – Blogging is a great way to bring the customer into the kitchen. Sharing a recipe, employee profiles, and kitchen tips and tricks are just a few options to break down the wall between the kitchen and the dining room. Customers want to be part of something more then just a meal, they want to feel like they belong.
- E-Newsletter – Email a monthly newsletter with the latest happenings, new menu items, entertainment news, recipe of the month etc. This is also a great tool to collect email addresses for future opportunities to connect with the customer.
- Google Alerts – This is a great tool to use to listen to what is being said about your business, website or even your chef. Setting up a Google alert with just the name of your restaurant can bring priceless insight to both positive and negative talk that’s being said online about your business.
- Facebook – Set up a Facebook fan page to connect with your customers on Facebook. Keep it updated with fresh content and always make sure you’re involved with the conversations that are taking place on “the wall.”
- MySpace – If your clientele is more likely to be found using MySpace, create a profile page and updated it with fresh content as well. Like Facebook engage in conversations and comments.
- YouTube – Incorporate video into your social media strategy. Like your blog, take your customer behind the scene and give them a pass to a part of the restaurant that only insiders are allowed to go. Provide a few quick tips and how-tos from the house chef. Share these videos on YouTube and other video sharing sites, as well as your blog. Use video to even show where you buy your produce and meats. This is also serves a dual role because it promotes your local farmers.
- Mobile – Have customers provide their mobile phone number for coupons, specials and latest news via an SMS message.
- Events – Host Tweetups for your Twitter community and Meetups for those that gather around topics via meetup.com.
- The Business Card – Provide a business card or note-card to each customer that maps out where they can continue their dining experience online.
- Social Calendars – Use sites such as upcoming.org and eventful.com to promote the latest happenings and events.
- Flickr – Use photo sharing sites to show images of events, behind the scenes and market days. Let your customer see from the eyes of the chef rather then just the brand.
- Email – Use email not only for your e-newsletter, but also to give away FREE stuff to your customers and continue to build your email list.
by man man the sox fan
TOP BEST-LIKED SPOT
Budweiser ran three ads in this year's Super Bowl that featured its Clydesdale mascots, but the one that viewers liked the best was the one that pitted the horse against the dalmation in a game of fetch...Click for FULL STORY in Ad Age (reg. might be req)
This year, the chip maker has a series of spots that go a long way to continuing to showcase their sense of humor.
Title: Crystal Ball
Why? C'mon, how could you not laugh. Too funny.
Title: Power of the Crunch
Why? Just a great look at the power of the chip.
But when it comes to the Super Bowl, we are looking at only one thing - which tv spots are the best. Here is our pick for #5.
Title: David Abernathy
Why: Spot is classic branding. Creates a story with an emotional connection. Draws you in, makes in impression, makes you want to interact. Clearly states the cars.com promise. All around great spot!