Tag Archives: promotion

Are You Vigilant in Protecting Your Reputation?

22 Feb

Whether we are reviewing our company’s reputation or our own personal self-brand, the results may be challenging because of the spread of fake news and the proliferation of negative social media comments. What we hope for perceptions of our reputation may not be in sync with the way others see us. And having a favorable reputation is critically important.

What can we do to have a well-respected reputation? Consider these suggestions from Sapir Segal, writing for Marketo:

Social media marketing requires a lot of patience and maintenance. Once you’ve established your social media presence and are generating engagement and measuring your ROI, the most important stage is to protect your hard work. Monitoring and protecting your social media presence from decline or extinction is just as pivotal as demonstrating it in the first place.”

“Controversial posts, account hacks, and inadvertent mistakes are all examples of threats that could harm your brand’s reputation. Luckily for marketers, many of these troubling factors are avoidable or correctable. To protect your social media reputation, you must have a careful eye for potential problems, a plan for handling crises, and a team you trust to write and manage the content. Here are three common mistakes that plague social media marketers: (1) unsupervised content publishing; (2) controversial content; and (3) account hacking.”

 

Click the image to read Segal’s solutions to these problems!

 

Rating the Super Bowl Ads: What’s YOUR Take?

7 Feb

From a sports perspective, Super Bowl LI was an exciting football game — the first one ever going into overtime. But was this Super Bowl an advertising success? The reviews of the ads are mixed. [Click here to access all of the ads.]

Consider these observations from

“The New England Patriots’ furious comeback victory over the Atlanta Falcons must have felt like a relief to the National Football League and many of its fans, if only because it squarely turned the focus and conversation back to football. That came at the close of a Super Bowl where commercials that once would have seemed relatively innocuous felt provocative thanks to the polarized political climate.”

“Super Bowl ads featuring images of multiculturalism and inclusiveness are hardly new — sponsors like to appeal to wide audiences with feel-good imagery. Even so, amid all the acrimony over government policies, several commercials risked becoming lightning rods, including a Budweiser ad that dared to trace founder Adolphus Busch’s immigrant roots and a Coca-Cola spot that offered ‘America the Beautiful’ in different languages.”

“[Nonetheless, for the most part], the much-ballyhooed commercials yielded as few highlights as New England’s offense did during the first half.”

 

Each year, Advertising Age runs an online post-game poll whereby anyone can vote on the question: “Which Super Bowl Ad Was the Best?” As of Monday night, the following ads were rated the best by those participating in the Ad Age poll. In addition to listing the best ads (in the order of the Ad Age poll results), we are providing the ads themselves. WHAT DO YOU THINK?

 

Airbnb “We Accept”

 

84 Lumber “The Journey Begins”

 

Audi “Daughter”

 

Bai Brands “Gentlemen”

 

Budweiser “Born the Hard Way”

 

Mr. Clean “Cleaner of Your Dreams”

 

Honda “Yearbooks”

 

Kia “Hero’s Journey”

 

Tide “Bradshaw Stain”

 

 

2017 Super Bowl of Advertising: A Preview

31 Jan

This Sunday is the Super Bowl of advertising (oh yeah, there’s a football game, too). It’s the time when advertisers pay $5 million per 30 second spot — besides production costs — and try to stand out in the crowd.

Today, we are previewing the upcoming February 5, Super Bowl. Next week, we’ll do a postmortem of the 2017 ads.

Here are some things to expect for this Super Bowl:

  • Starting February 1, YOU can vote at USA Today’s Super Bowl Ad Meter for your favorites.
  • All ad time slots will be sold out for the game, which is on Fox TV.
  • There will be 110+ million U.S. viewers.
  • Pre-game and post-game advertising will be bigger than ever.
  • Pepsi’s half-time show featuring Lady Gaga will be a spectacle aimed at younger adults more at than older ones.
  • The NFL has turned down GNC’s advertisement. As  Judann Pollack and Nathan Skid reported for Advertising Age: “GNC, which had been planning a Super Bowl commercial as part of its huge rebranding effort, said it has been rebuffed by the National Football League today, four days after Fox cleared its commercial in writing. Jeff Hennion, exec VP-chief marketing and E-commerce officer at GNC, said the NFL objected to its commercial because its products include two of the 162 substances banned by the league.”

 
Here several ads to look forward to seeing:
 

Budweiser — “Born The Hard Way”
 

 
Ford — “Go Further”
 

 
Febreze — “Half-Time Bathroom Break”
 

 
Kia — Teaser for “Iceberg” ad
 

 
Mercedes — Peter Fonda from “Easy Rider” fame
 

 
Mr. Clean — “Cleaner of Your Dreams”
 

 

Ads on the Golden Globes Are Different!

12 Jan

The Golden Globe Awards were presented last Sunday. As more of a “party” show than others, the Golden Globe show attracts edgier ads. Here are two examples.
 
As reported by T. L. Stanley for Adweek:

“For fans who didn’t know that A-list movie star Drew Barrymore is shilling for a Weight Watchers-like program, surprise! And for those who didn’t know she’s playing a cannibal in her new Netflix show: double surprise!A new ad campaign that kicked off during Sunday night’s Golden Globes for the upcoming black comedy Santa Clarita Diet. The 10-episode show, launching Feb. 3 on the prolific streaming service, also stars Timothy Olyphant, who plays Barrymore’s real-estate broker (non-zombie) husband.”

“When she asks if you’re ‘ready to take your life to a whole new level of wow,’ with a crimson streak of blood dripping from her mouth, there’s no longer any question that this is a tongue-in-cheek (literally?) ad for a twisted piece of entertainment.”

 

 

And as Tanya Dua reports for Digiday:

“Just two months after Snapchat’s video-capturing Spectacles hit the market, they made their red carpet debut. L’Oréal Paris, the official makeup sponsor of the Golden Globe Awards, used Snapchat Spectacles to give viewers a sneak peek into the awards show.”

“The $130 devices were worn by its celebrity makeup artist Sir John as well as two other L’Oréal Paris brand ambassadors, who used them to stream behind-the-scenes content, from celebrities getting ready backstage to the walk down the red carpet.”

 

 

Self-Branding for Professional Success: An In-Depth Discussion

10 Jan

Want to learn more about branding and its features—including the evolution of branding and brand positioning? Want to learn more about how to create and nurture your own self-brand to enhance your professional growth opportunities? If you answer yes to either question, then this article is “must reading.”

The first part of the article (pages 1-10) covers the evolution of branding concepts, brand positioning, brand equity, the role of communications (including new media), and corporate branding.

The second part of the article (starting on the bottom of page 10) focuses on such aspects of self-branding as these: the factors impacting one’s professional self-brand, steps in self-branding, personal branding SWOT analysis, a career ladder approach to self-branding, self-brand management and re-invention, and creating and sustaining an online self-brand.

To enhance the discussion, there are several practical and colorful figures that illustrate the keys to superior professional self-branding.

[Click the IN logo at the bottom of the slideshow to access and download a PDF version of the paper.]

Rogue One Is Finally Here!

13 Dec

Professor Evans recently did a radio interview following up on our prior post on Rogue One.

Click to listen to that interview.
 

 

Rogue One: May the Force Still Be with You

1 Dec

Last December, we wrote about the smash holiday sales of Star Wars toys, tied in to Star Wars Episode III: Revenge of the Sith.

This year, on December 16, 2016, the latest Star Wars (Rogue One) installment will hit theaters. So, this post takes a look at some of the milestones the series has achieved — and at the new movie.

Here are some pre-Rogue One cumulative data for Star Wars, compiled by Statistics Brain:

  • More than $30 billion of revenue has been generated.
  • The global movie box office has reached $6.25 billion.
  • VHS/DVD/Digital revenues have hit $5.5 billion.
  • TWELVE billion Star Wars toys have been sold.
  • Book sales have exceeded $1.8 billion.
  • $3.5 billion worth of videogames have been sold.

Here are some interesting tidbits about the tie-in blitz (yes, these items are ready for you to buy!) for the upcoming Rogue One, reported by Erik Kain for Forbes [Note: This list is NOT a commercial; that’s why there are no product links. The list is only intended to show the mania surrounding any new Star Wars release.]:

  • LEGO Sets — “LEGO has been at the forefront of all things Star Wars for ages. This year is no different. LEGO has released some truly awesome sets to celebrate the new film.”
  • Rebel U-Wing Fighter — “If you’re looking for something a bit more heroic, look no further than the Rebel U-Wing Fighter. This is a nice twist for Star Wars fans, since we’re all pretty used to X-Wings by now. The set is a bit less complicated than the previous one, with an 8-14 age rating and just 659 pieces.The U-Wing may be the main attraction, but the characters it comes with are awesome.”
  • Video Games — “Star Wars: Battlefront is an online multiplayer shooter that pits the Rebels vs the Empire in maps on planets from across a galaxy far, far away. There’s content from Episode VII like Jakku, and there’s content from the original trilogy, including the moon of Endor. On December 6th, the final DLC pack drops, and it includes content from Rogue One. The Rogue One: Scarif pack will let gamers experience battles on the film’s planet Scarif a full ten days before they can on the big screen.”
  • Books — “Most of the books coming out about Rogue One won’t release until after the movie (because of obvious things like spoilers). Still, here are some options for die-hard Star Wars fans looking for some art and literature tie-ins to Rogue One.
  • Action Figures — “The larger ‘Black’ series figurines are especially great both for kids and collectors. You can get the 6″ Jyn Erso figurine for $12.50, Rogue One pilot Cassian Andor for $15.49; and the sleek Imperial Death Trooper for $15.99.”
  • Figurines — “An alternative to action figures, Funko’s POP figurines are as cute as they are addictive. Be careful when you start buying POP characters, because there always seems to be another one that’s even cuter. In any case, there’s tons of characters from Rogue One to choose from, ranging from a little over $5 to a little over $8.”
  • Razors — “A little off the beaten path of toys, books, and video games, we come to very sharp blades. Razors, to be precise.Gillette has some pretty cool razors available with some Rogue One branding. The boxes are cool because they have some great artwork, but the insides are also pretty neat.”

 

 

%d bloggers like this: