Word of Mouth Guarantee

In a move to generate interest for the word of mouth medium, BzzAgent is offering a guarantee that their campaigns will outperform traditional media by 20%. The catch is that an advertiser must spend at least $300,000 on a campaign with BzzAgent using word of mouth and other media. An independent third part vendor will be involved with the measurement to help support the offer.

One of the challenges related to social media and tactics like word of mouth is measurement and what is considered success. It’s difficult to measure conversation and more so to translate that conversation into sales. It seems that BzzAgent is willing to take the challenge to it’s clients and put their money where their mouth is.

Are you confident enough in your business and brand that you’re willing to offer a $300,000 guarantee?

Looking For The Little Idea

You have probably heard about the dancing guy phenomena by now. His name is Matt Harding and he’s a regular fella who is happily dancing his way around the world. Literally. In his latest video on YouTube called, simply, Dancing, he is seen strutting his stuff in 69 different locations around the world, in some pretty amazing places like Tonga and Timbuktu.

Matt, truth be told, is not one of the world’s great dancers. He does this kind of frenetic jig that looks like step aerobics on Red Bull. But his dancing isn’t what makes the videos so appealing. It’s the sheer, fun of dancing uninhibited wherever the hell you feel like.

Matt started making and putting these videos on YouTube in 2004, and in 2005, a marketing company called GoldNFish saw one and thought they would be a fun way to help launch a new sugarless gum called Stride. Stride simply paid for Matt’s travels and filmed him along the way. A small Stride logo appeared intermittently in the 2006 video and the new video ends with a Stride credit. That’s it. Matt never wears Stride gear and never chews Stride gum.

So where’s the USP and the Key Benefit and the 200 Page Analytics and the reams of Consumer Testing Data? It’s not there! But what is there — and is better than all of that stuff — is pure delight. It’s fun to watch the videos and fun to see how the people in them, particularly kids, love joining in.

The latest video, which has been up a month, has already been viewed 5 million times. Millions of people have sought out these quirky, infectiously fun videos and have come away with a smile and a positive brand impression of Stride, which, by the way, is now the fifth-best-selling brand in the sugarless gum category, with $42 million in sales so far for 2008. That’s some pretty big results for such a little idea.

Steven Stark is a writer and creative director but not much of a dancer — sober or otherwise. You can see his work and read some of his other musings here.

IBM Drives the Bandwagon

Since 2005, when podcasting really started to take off, IBM has been driving this bandwagon with internal podcasts for its employees. IBM has recognized the importance of taking care of its employees so the employees take care of IBM (internal marketing to its employees). And IBM’s podcasts have nothing to do with the launch of a new product either. Its podcasts cover issues such as working mothers and interviews with the IBM executives so employees can get to know their fearless leaders. More importantly than the fearless leaders, the podcasts feature other employees, like the scientists, talking about normal life like driving, shopping, and banking. Taking it a step further, IBM has managed to cut operating costs, like its outrageous telephone bill, by utilizing the pocast to hold its weekly conference calls to update employees, who normally attended by phone, on “business matters.” Don’t think that the “powers that be” are the only ones who produce and introduce these podcasts either. IBM actually encourages its employees to create, upload and share their own podcasts with fellow employees. The result - over 700 podcasts and over 1 million downloads since the podcast launched in 2005.

Kristie Lorette is a freelance copywriter and marketing consultant who specializes in the financial services, mortgage, real estate, event planning and non-profit industries. Kristie holds a BS in marketing, BS in multinational business and an MBA. You can learn more about Kristie and her expertise by visiting her website www.studiokwriting.com.

Say Hello to My Little User Friend

The likes of Red Bull, MTV, Nike, and Sony Music are now enabling users—to buy, that is. It’s like a one-step program for impulse buyers, where viral video meets e-commerce, where advertisers connect with social media users. A company called Splashcast released a tool that turns online videos into impulse buying opportunities. It’s called “HotSpot.”

Here’s how it works: HotSpot enables marketers to tag objects — like a chair or a table lamp — inside a published video. You click on the highlighted item and see a sponsored message and a link to the purchasing page.

The first thing that came to my mind was—not another annoying encroachment upon my viewing pleasure! But Splashcast knows enough to be subtle because they don’t want to irritate viewers. Video viewers are alerted to HotSpot content by subtle highlighting.
Splashcast is banking on HotSpot inspiring product placement opportunities in films that have already gone viral.

Source: Mediaweek

Christine Babick is a marketing strategist and linguist specializing in marketing language, website text, “emo copy,” and cause
and relationship marketing. More…

Redesign of My[insert ad here]Space

A summary of MySpace’s redesigned hp:
Less Clutter. More Advertising.

Hmm. Is there a paradox in there somewhere? It’s been said that the redesign addresses a nagging problem that beleaguers social networking sites: pages have “the aesthetic appeal of the locker door of a 14-year-old high schooler.” Which led me to imagine the site as the voice of a 14-year-old whining to its parent, Fox Interactive Media.

“Why can’t I be pretty like X website?”
“I want to make money like the other websites.”
“Can I have a new navigation bar? A search tool? A video player? I need these in time for school to start this fall.”

And like a lenient parent, Fox ignored the fact that the kid hasn’t been making the grade—more than one year into its $900 million contract with MySpace, Google said that it was not earning as much as expected, the site missed its revenue target, its sales force was rearranged, and the unit’s chief revenue officer was kicked out. Yet, MySpace is saying, “We’re seeing the dollars come in.”

This is an example of why questions exist about the ad value of social networks. When similar questions were raised in 2006, Fox brushed it aside, saying MySpace was more concerned about serving users than making money. Two years later, they are more concerned with making money. Also in 2006, not even Google was sure that it could provide enough ads to fill all the pages. However, recently Google said the situation had improved. Perhaps this is the reason for MySpace to be blithely optimistic?

Like the teen that wants to do what the adults do but hasn’t proved to be responsible yet, social networking sites have money-making ambitions but not enough proof that their plans work.

One analyst said, “We don’t have much conviction in the long-term ability to grow this business based on what we’ve seen lately. The jury’s still out on MySpace’s ability to monetize.” ….That is, if users don’t get “monotonized” by ads first.

Sources:
International Herald Tribune
MySpace Redesigns With Ad Sales in Mind Social Network Profit Remains a Riddle

Christine Babick is a marketing strategist and linguist specializing in marketing language, website text, “emo copy,” and cause and relationship marketing. More…

The World of World of WarCraft

For all you MMORPG players, the new expansion pack is here! For those of you who don’t know what MMORP is, nevermind…

The gang over at American Copywriter are good for interesting content and a solid laugh every now and again. This video on the World of the World of WarCraft is a hysterical spoof on the ever growing online video game by Blizzard. What makes it so funny is that it’s so true. I think when your brand is the butt of jokes and is spoofed by the Onion you have truly arrived! 

Can You Dance Like Matt?

The following video is making the rounds. It’s a guy named Matt who has traveled around the world and danced. Danced in 39 countries and filmed it all. According to his web site , “In 2006, Matt took a 6 month trip through 39 countries on all 7 continents. In that time, he danced a great deal.”

The interesting thing is that the trip was sponsored by Stride Gum. Not to promote their brand, not to pimp their gum around the world but to demonstrate the power of an individual connecting in the same way around the world. When was the last time you danced.

Smart Self Promotion

Among the many trots around the World Wide Web, I came upon an ad for Coffee with Ian. Not having a clue what it was about, I decided to take a closer look. The closer look led me to Ian’s Ning network. The portal to discussions and social networking, not on-line, but face-to-face.

In this day where the latest social networking like, Twitter, FriendFeed, and the hot topic lately, Plurk, are keeping people glued to their laptops, Ian is building his brand and social network by actually networking face-to-face.

This week alone, Ian has four chats set up for you to join, sit, and meet. Great interaction, going back to when people actually meet in person to have great conversation. Unfortunately, I am not located in New York, or I would have coffee with Ian, but if you are located in New York, why not give old fashion networking a try.

Source

Dannie McClain is a Category Manger with a New Jersey textiles company. In her spare time she also blogs on a personal blog and can be see at Simple Home Basics.

Social Media Mistakes According to Jaffe

During a recent integrated advertising conference, Joseph Jaffe has provided an interesting perspective on Social Media mistakes made by some of the top marketers: Sprint, Sony, T-mobile, Target and Starbucks. Jaffe has been challenging corporations and individuals to harness the power of social media and new opportunities for one to one communication. I think it’s a challenge to all of us, to bring our brands to the conversation. This age of conversation is an open door for brands to change the game and truly interact with consumers. Are you up for the challenge?

Head over to AdAge for the Video.

Word of Mouth Advertising

As I continue my job search, I’m learning more and more about the decline of traditional advertising.

Newspaper job postings are relatively nonexistent these days - yeah, I already knew that. But even on-line, finding work in my desired field near my home, it’s pretty hard to come by.

But - I do have a distant in-law relative who works for an amazing publishing company not to far from my home. And I have a friend who works for an educational supplies company - turns out they’re looking to hire several different people for various positions. And then there’s….

Anyway. I could go on. But you get my drift. As the saying goes, it’s not always what you know, but who you know.

I’m hoping those who know me will do what they can to get me noticed. At least giving me that extra edge that gets my foot in the door.

Tweet2Win

Social media has taken the marketing world by storm with sites like Twitter, MySpace, Facebook, etc. An old faithful friend of marketing is a contest. Online contests are a great way to gather information from the people who are visiting your website. From one of my Twitter Followers, I learned about a contest yesterday that has these two worlds colliding. If you Twitter, then you can enter this contest to win a variety of prizes, which are drawn on a weekly basis. In order to be entered for the drawings, you have to Twitter about the contest. For an added chance to win, you can blog about the contest.

This is the perfect example of how marketing is not a one time mailing or creation of a brochure. Marketing is a process that requires multiple steps and the use of multiple mediums. In this case the use of a contest (marketing 101), Twitter (social media), and blogging (social media).

Bravo Tweet2Win!

For more information on the contest, visit www.Tweet2Win.com

Unwrapping is half the fun!

A couple of weeks ago, FedEx and Facebook teamed up offering the shipping company’s “Launch a Package” application, which allows Facebook friends to send each other packages of trinkets and photos.

Now, I’m a Facebook user, and sometimes my friends do send me gifts, but I have to admit, I’m not completely sold on this virtual gift giving practice. Is this just the poor man’s way of saying, “Hey I do love you, but since I can’t afford a real gift, I’m giving you a non-existent, zero-dollar virtual gift instead”?

Apparently these types of applications are providing a way for companies to brand themselves in this digital world of ours. In the end, though, is it really creating brand awareness and ultimately dollars for the companies? Personally, if I’m on the receiving end, give me a real FedEx box on my doorstep any day.

What’s Your Social Media Flavor

Lee Lefever of CommonCraft has put together another excellent video to explain something that can be complicated and confusing. Below is an excellent video that explains social media in a context that I can totally understand…ice cream.

I appreciate how they show the value to the individual as well as the company. The use of social media by brands doesn’t need to be complex and overwhelming. Give people the tools and the opportunity and they will interact with you and their brand if they are motivated to do so.

CommonCrafts product is explanation. They use video and paper to make complex ideas easy to understand. The paperworks format sets a visual stage that supports the simple explanation. You’re not distracted by special effects and fancy transitions. You can focus your attention on what they’re trying to explain.

For those curious about social media or looking for a way to explain it to your brand friends, enjoy the show and check out more from CommonCraft.

Technorati Tags: Beneath the Brand,Jamey Shiels,Lee Lefever,CommonCraft,Social Media,Branding

Social Media Takeaways from Avenue A/Razorfish

Shiv Singh of Avenue A/Razorfish hosted a client summit this past week and posted seven key takeaways related to social media. They are great highlights that can be considered within all the conversations digital agencies have with their clients who are exploring the social media space. I’ve outlined the seven below. The details are over at the GOING SOCIAL NOW and I encourage you to read his synopsis of each.

1. Social Media has gone mainstream and there’s no doubt about it.

2. User Generated Content enhances a company’s reputation.

3. We’re still just beginning to understand user behavior.

4. Social Media is not just in the browser.

5. Internal Social Media can be taken outside.

6. Its all about integrated marketing across platforms and devices. 

7. Social Media can be used to target brand new audiences.

 

Out of the Mouths of Babes

My 5-year old daughter tells me that she had a picnic with the neighbor girls yesterday and that they snacked on “milk’s favorite cookie“.

A Comcast technician came to our house about a month ago to fix our wiring. At one point during this time, my daughter heads upstairs, telling me: “I just told the Comcastic guy that I’m going to play in my room now”.

We had to return something to Staples several weeks ago. My daughter took the opportunity to ask an employee: “Where are you ‘That was easy’ buttons?”

About a year ago, when my daughter was just beginning to read, we passed a strip mall on our way home from her preschool. From the back seat, I hear her exclaim: “T-Mobile. Stick together!”

Yep - there it was. A T-Mobile store was right there, among several other retailers.

Hmmmmm…. I can’t say that I or any other adult I know can recite these product tag lines so easily. But one thing’s for sure… the kids are definitely paying attention to advertising!

Pork and Beans Weezer Style

I’m a fan of Weezer as it is and this video is a fun collection of things we’ve seen around the web along with calling out some brands that try to set the tone for how we define ourselves. Enjoy the highlights of the individuals who have achieved web stardom and how they’re participating/incorporated into the song. Thanks Weezer!

Have a great memorial day weekend.

compliments of Paul Isakson

Do You Know the Muffin Man?

His name is Keith Johnson and he has made a Muffin Car: a cupcake-shaped runabout, which conceals a tiny electric all-terrain vehicle complete with handlebars from a Hello Kitty bicycle. You could think of Keith as a lone eccentric, toiling away in his garage, fueled by butter cream, but you’d be wrong. He’s actually one of a dozen or so people who make and race muffin cars.

And they are not alone. In fact, there are thousands of people who are now making things again. Curious, new things, with a real sense of wonder to them. These modern day inventors — half hackers and half mad scientists — have not one but two mainstream magazines: Make and Craft, and even have their own gathering: Maker Faire, where this year, you could see, among the many exhibits, a 17 foot tall robotic giraffe, a life-sized version of the game Mouse Trap, and a live performance from those makers of Mentos mayhem, Messrs Grobe and Voltz, who sent jets of Diet Coke shooting high into the air on the faire’s final afternoon.

So why am I telling you about this? Because these are people on the fringe — and that’s where ideas come from. Poke around the fringes of society and you’ll find real excitement and a real indicator of the future. All of the stuff we take for granted today, like yoga, the green movement and yes, even blogs, were all started way off in the fringes, by a small but obsessed group of people who felt they had found something new and worth pursuing.

Want to think different thoughts, find something that delights, and bring truly new ideas to your work? Then spend some time around the edges, where people lurk, and you too will know the Muffin Man.

Steven Stark is a writer and creative director who doesn’t really care for muffins, but does love donuts, particularly in the workplace. You can see his work and read some of his other musings here.

Newspaper Advertising Is Old News

As of about a month ago, I worked in the advertising business. Specifically, the newspaper advertising business. For one of the largest daily newspapers in our area.

I worked there - until I was laid off. Along with 20+ others, in various departments, throughout the building.

Needless to say, the newspaper business is not doing so well these days.

I specifically saw it in terms of the advertising. Companies and individuals are much more likely to advertise online now. Whether it be for real estate, employment opportunities, or whatever - in-print is no longer the most effective advertising avenue available.

Now, as I job hunt, I see this change in advertising in a whole new light. Flipping the pages of the newspaper - any newspaper - hardly provides me with any viable opportunities. Especially in the field I’m most interested in - writing and editing.

So I look online. And there, I’m successful. There, I’ve found plenty of positions to apply for. Via email, I’m able to get my resume and cover letter off to prospective employers in no time at all.I’m anxiously now waiting to hear on one job in particular.

In the mean time, you’ll find me at my laptop, job searching online.

Wish me luck!

The Walk of Shame

This spot is for AMP Energy drink. It’s a humorous spot that reminds many of us of that time in college when you woke up wrapped in your coat under a glass coffee table…wait, maybe that was just me.

Some of their advertising has been a bit lame, but this spot brings in humor that probably relates to the majority of their target audience. They continue the story on a web site and on a facebook page where users can post content. Nice use of a 30 second spot, web site and social media experience.

Besides, shouldn’t life be a musical. Go ahead, break out in song.

I Want a Mac

This spot is yet another interesting approach to highlighting the creative tools available on a Mac. Apple does an excellent job of leveraging the creative appeal of its computers and operating systems to a generation of consumers who like to generate content. The tide is shifting in favor of Apple and their creative toolset.

I’ve been a PC user for years, but the time is coming, very soon, where I will be joining the Apple bandwagon.

compliments of american copywriter