Archive for July, 2013

Comparative Advertising

Should we do comparative advertising?

 Comparative Advertising

While we can’t provide any specific recommendations with knowing all the aspects of your particular situation, one thing you might want to think about comes from the basic research on comparative advertising. Generally, when you are a market leader it hurts you to mention competitors since it legitimizes their position in the market. On the other hand, when you are a follower it makes sense because it allows you to be categorized along with the industry leaders (this is why you see it with “underdogs.” Thus the benefits of comparative advertising depend heavily on your position in the market.

These general guidelines should help you in your decision making. In general, it is good not to blindly follow what other companies do since they generally just follow other companies, etc., and don’t really think through what’s best for them.

Social-Media Marketing And NASA

Social-Media Marketing And NASA

When you think of NASA, you probably think about spaceships, telescopes and lunar explorations. What you might not understand is that the organization is also a powerhouse when it visits social-media advertising and marketing. An achievement they’ve reached without the benefit of a social-media spending plan.

The agency has almost 500 social-media accounts across numerous social networks that are managed by workers at 10 different field facilities. That’s a lot of tweets and Facebook updates. In April, NASA’s Twitter account– which has some 4.4 million followers– was awarded its 2nd consecutive “Shorty honor” advantageous government use of social media.

I recently talked with John Yembrick, NASA’s head of social media about how the firm handles its award-winning social-media efforts. After all, government firms often be known more for their bureaucracy and red tape than for openness and social adeptness.

Right here’s a look at 3 of the approaches Yembrick shared with me that company owner can put to work for their own social-media advertising projects.

1. Have a popular flagship item? Provide it a voice.
NASA uses social media to tell a tale– the tale of why area exploration is vital to the material of individuals’s lives and NASA’s location in it.

Are you utilizing social networks to tell the story of your company? If you’re not, you’re missing a huge opportunity to link with your consumers.

One way to narrate is by giving your most popular flagship product its own voice. NASA has taken this approach with its Mars Curiosity Rover, offering it a voice with committed Facebook, Twitter and Foursquare accounts. The Rover talks in the first person in a fun and witty tone and has collected millions of fans and followers.

2. Increase engagement with fans over Google+.
Although NASA is on numerous social networks, it focuses a great deal of its effort on Google+. Why? Google+ individuals often be more tech savvy and forward thinking, which aligns well with NASA’s target audience, according to Yembrick. NASA leans on Google+ as an efficient channel to interact and engage with its audience. They likewise utilize Google Hangouts to hold live question and address sessions and educational meet-ups for their fans.

Hangouts can be useful for practically any company since they’re a cost-free and simple means to get in touch with your audience through video. They’re also revealed live on YouTube and get archived so anybody can access them whenever they desire.
Below are a couple of concepts for using Google Hangouts to engage and get in touch with your customers:.

  • Hold live Q&A sessions, similar to NASA does. This provides individuals a behind-the-scenes look at your company.
  • Demonstrate items. Have a brand-new item coming out? Host a Hangout to present it and show what it’s everything about.
  • Provide customer support. Hangouts can be a distinct means to help consumers with any concerns they’re having with your product and services.

3. Create your own truth show.
Individuals love the chance to obtain an unique check out other people’s lives– and businesses. So why not develop your own truth program, of sorts, and invite clients for a behind-the-scenes look at your startup? Advertise the occasions via your social-media networks and you can develop value for your followers, not to discuss the bonus offer of providing individuals another cool reason to follow you.

NASA does this well with its NASA Social program. Fans of NASA’s social-media channels have the chance to go behind-the-scenes at the firm’s facilities and events and talk with astronauts, researchers and engineers. NASA advertises the events exclusively with its social-media accounts and individuals can put on win one of the desired areas. NASA then randomly selects the champions.

This method can be effective for companies for a few reasons:

  • It provides engagement with clients and fans. It can get them excited about your business and items whether they win or not.
  • It gives your social-media followers a special chance they otherwise wouldn’t get.
  • Live events like this enable you to combine similar individuals to link which can mirror well on your brand name.
  • Produce a great occasion and your guests are more most likely to end up being raving followers and discuss you within their own social stations.

State you’re a cupcake store and are constructing your following on Facebook. You might run a month-to-month Facebook-only promo where you provide behind-the-scenes trips of your shop. Champions get a trip of the kitchen location where you make the cupcakes then, they get to do a private cupcake tasting.

If you’re looking for imaginative means to make use of social networks to market your business, look no additional than NASA. It’s evidence that you can delight in huge excellence– even on a shoestring budget.

Rick Mulready

July 31, 2013

Analogue Baby With The Digit Sole

analogue baby

Advertising and marketing is dealing with a paradigm change, according to self-styled ‘worldwide futurist’, Anders Sorman-Nilsson, however he has warned that companies must be cautious about getting so caught up in the wave of digital hype that they lose the psychological bond that physical connection provides.

The Australian expert and author has actually written a book on the subject of balancing how brand names approach the “digital minds and analog hearts” of consumers. He argues that an attack of social networks and digital marketing has actually seen the advertising industry, traditionally really ‘analog’, become more and more influenced by digital and social innovation. This has seen numerous marketing methods integrate both the digital and analog ways, which Sorman-Nilsson has described ‘digilogue.’ (Hence the book’s title: Digilogue: How to succeed the digital minds and analog hearts of tomorrow’s customer.).

Sorman-Nilsson points out that digital approaches are ideal for attracting brand-new company while analog tools are crucial for customer retention. He thinks companies like Dell have taken digital too far by completely digitising their business model and have actually alienated consumers at the same time. Apple in comparison has continued to establish physicals stores along with their digital presence, and is enjoying endured excellence as a result– appealing to both the digital minds and analog hearts of consumers around the globe.

“High-touch face to face, has constantly been something physical– that’s the analog. But now we are seeing more and even more advertising and marketing step into a digital area, a social space and that’s what I mean by digilogue. There are companies right now doing today that are not going pure play analog or pure play digital, exactly what they are doing is sitting at in a sweet spot in between the 2,” he says.

Sorman-Nilsson believes the trick to sustaining business is the ability for business to be able to flawlessly get in touch with consumers by means of both analog and digital ways.

“Companies require to have the ability to link with individuals’s ever enhancing digital minds, but at the same time be able to emotionally link with their analog hearts,” he says.

He believes digital disruption will upend all sectors in the near future, and alerts companies not to “throw the analog infant (our sense of tradition, brand equity, and profitable network interactions) out with the digital bathwater”.

“Many individuals overreact when they sense their company is being digitally interrupted and seek to abandon all their previous analog practices and jump head first into the digital minefield. Or they stay with nostalgia. Exactly what they frequently fail to consider is whether a digital method is right for them and whether the abandonment of the analog might alienate and push away present clients,” he includes.

Marketing Magazine

July 31, 2013

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