TRonMarketing

September 3, 2008

Social Marketing hits the Democrats but Republicans more

Filed under: Marketing /Lifestyle,personal brand,Social Justice — Tony @ 11:14 pm

Jeremiah Owyang a  Snr Analyst at Forrester Research: Social Computing is one of my essential reads in the Blog universe. He is that mix of brainy and practical  which eludes most analysts.

His latest blog on the impact of social media  touches a topic that is close to my heart which is does Social Media skew  left or right?.  Or in my cousins terms does social media  skew  towards Barack Obama or John McCain. My thesis, which I should note is untested, is that by its very nature social media lends itself to Barack Obama as it opens up discussion and that favors the left. I figured it was a check mate.

Social media  is  still a goofy kids bike with safety wheels but it is a huge step forward.   Now I figured  the left or Barack Obama   had an open playing field.

I’m not so sure anymore.

Check out Jeremiah’s   observations on whether  Social Media Space tends to skew s Democratic and towards Barack Obama?

I think it does –  let me know what you think.

Read the article

Viral Marketing as it should be done

Filed under: BRANDS,Marketing,Marketing /Lifestyle — Tony @ 2:17 pm

Viral advertising is a crap shoot as most ‘viral’ ads are made on a shoestring budget on purpose. They  are cheap and nasty and in most cases they don’t really do much for the brand they’re trying to promote, at the best they  supply a mildly entertaining video clip for people to enjoy and forget.

But now “Tah Dah” and please a round of applause for this effort. Ooops I nearly forgot go and check out this viral ad for the new Samsung Omnia i900. This baby rocks and  is more on the money. A great production and a welcomed twist in the usual Gizmodo-type gadget unboxing video.

August 12, 2008

Rooibos Tea exposes Whole Foods

Filed under: BRANDS,Economy,Lifestyle,Marketing,Marketing /Lifestyle — Tony @ 7:50 pm

WHole Foods

WHole Foods

Whole Foods is one of those stores that met the boomers and the great wave of the happy days  Those were the years from 2000- 2007. We all remember those times   when being hip and cool meant paying the price.  It seemed to be so cool  – “hey we can be cool even though we have gobs of money look we are organic etc”.

I am a South African expat and I love  rooibos tea.  It’s tasty and it has loads of health benefits.

So how does this tie back to Whole Foods. Here is the rub- this is a company that  didn’t read the tea leaves and their roibos is crazily priced.  In the happy days they were unique when the selling point was luxury. Now  the  economy has turned, other competitors have joined the fray and  Health Foods seems to be a price gouger. There is nothing unique on their shelves. For half the price you can get what they have and more.

Their positioning is horrible and their revenues are consequentially down. Its no surpries that the  shareholders spoke. How the hell does  management explain why consumers are fleeing in droves.

May I suggest that it may be  a serious dose of management hubris coupled with an average selection and inflated prices.

In a nutshell – they are not positioned for the market. And may I say that their Rooibos tea is grossly overpriced. Simply put Whole Foods didn’t get it. They are on gross margin strategy and forgetting they need to read the market  have an authentic positioning.

Here’s my advice to Whole Foods: Dudes and Dudettes – smell the roses- reposition as the best priced deliverer of yummy and healthy foods.

Remember selling retail- is about the consumer and their delight.

Good luck Whole Foods !!!

Simple question- who was asleep at the switch ???

August 8, 2008

What is happiness ?

Filed under: Lifestyle,Marketing,Marketing /Lifestyle — Tony @ 10:33 pm

In my time I have sown doubt and elevated hapiness as a marketer. I do know the power of desire. What I am struggling with is the reality that most of us – including me are asleep at the switch.

As we are all searching for hapiness let me share a You Tube classic that features Epicurus. ITs in three parts so make sure you watch them all. You will be happier. PS make sure you follow through with all of them.  Part 2 and Part 3.

Enjoy and share your comments on Happiness

April 9, 2008

How to get a teens attention

Filed under: BRANDS,Marketing /Lifestyle — Tony @ 10:19 am
Tags: , ,

My neighbors spotted teenager asked me about cool adds and I pulled out the well known mustached milk adds. He is after all a key market segment. His comment “whatever” told it all.
Since that humiliating experience I have been on a mission to catch his attention. A few days ago I heard about the California Milk Campaign which tries irony. Think shades of Spinal Tap and a retro young ironic hip cool vibe? Who would have thought to put milk inside a guitar? In the hands of a musical phenom by the name of White Gold?
And you may ask what was the spotted ones response. Coool or something like that. Anyway it seems irony is the new cool. I am cool again. Respect.

April 8, 2008

There is gold in those System Stats

This morning I had a brain jolt when reading “Seth Godin’s Blog” where he argues that Firefox users are a group with distinct characteristics and tendencies. He calls Firefox users “a self-selected group of clickers and sneezers and power users.” He backs this characterization with some interesting observations and facts from their use of Squidoo. (one of his brilliant ideas). He writes:

“Example: 25% of the visitors we track at Squidoo use Firefox, which is not surprising. But 50% of the people who actually build pages on the site are Firefox users. Twice as many.”

“This is true of bloggers, of Twitter users, of Flickr users… everywhere you look, if someone is using Firefox, they’re way more likely to be using other power tools online. In order to use Firefox, you need to be confident enough to download and use a browser that wasn’t the default when you first turned on your computer. That’s an empowering thing to do. It isolates you as a different kind of web user.

I missed that one. I must be honest the last time I worried about system stats was in the snail pace days of dial-up. I am going to look at the system stats of all my clients. Way to go Seth and thanks for opening up a pot of data gold. I can see a new love for system stats in the land of marketing.

Do yourself a favor and layout a few dollars and buy Seth Godin’s latest book Meatball Sundae: Is Your Marketing out of Sync? Read it and go for the brain jolt- this book is packed with edgy insight. Not only do you see the lights but Seth revisits some of his most popular marketing advice.

Is Seth onto something? Share your thoughts on the characteristics of Firefox users.

March 30, 2008

Google about to launch “Kids Safety Video”

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On Tuesday Google will launch a parent’s resource for kids’ safety online which is to be called Family Safety Guide . Its reported that Google with the media-awareness group Common Sense Media has produced an online video called “A common sense approach to Internet safety.” You will be able to find it on the guide page, on YouTube, and throughout the video-on-demand services provided by Comcast, Time Warner Cable, and Cox (which are partners of Common Sense.)
This new action by Google is on top of Google’s “safe search,”which filters out inappropriate material for kids from its list of search results; and the Google directory lists kid-safe sites. Google is stepping up to the plate and matching what it’s rivals Yahoo, AOL, and Microsoft have done. The educational video is also a big gesture. Watch Google on Tuesday when it is rumored they will post a blog about the site. Way to go Google

March 27, 2008

Marketing to Kids Is it right?

hockey2.jpegCryptic as that may sound I am referring to a report in the New York times about a new venture, WePlay.com, which is creating a social networking site for youth sports which is expected to start in mid-April. It is aspiring to be like Facebook for youth athletes, parents and coaches — a vast audience. The value proposition or soft sell on WePlay.com is that young athletes will be able to set up a profile, post pictures, communicate with friends and share videos of games. Of course the coaches and parents are included. Coaches will able to communicate with their players and parents and parents will be able to get practice schedules, coordinate car pools and find out which equipment to purchase.

Youth sports are huge. It involves parents a huge audience and the 52 million children who participated in organized children’s sports leagues. (National Council of Youth Sports.) It’s a massive audience into which to project brands and products- but is it right? Check out how teens think at Marketing Vox – they are vulnerable

Remember that Madison Avenue has for eons used professional sports teams as a way to promote and market brands products and services. What followed was the push to sell brands and services to the college level and then high schools with Takkle, a social-networking site for high school athletes which are partially owned by Sports Illustrated.

Now with the “WePlay” model , Madison Avenue and advertisers will have the chance to present brands and products to even younger and younger audiences and thats not the end of it.

Potentially as Rick Heitzmann, managing director at Pequot Ventures, the venture arm of Pequot Capital Management has been reported to say “There’s no reason to believe that the organizing principles that are applied here (WePlay.com) to sports can’t be applied elsewhere, such as to religious organizations,”

Everything is going commercial Play and Prey. Is that a good thing???????

My vote is no.

March 22, 2008

PR and why you eat Bacon and Eggs

Filed under: Marketing,Marketing /Lifestyle,Public Relations — Tony @ 4:13 pm

eggs-and-bacon.jpgYears ago, Americans grabbed toast and coffee for breakfast. Even juice but public-relations pioneer Edward Bernays changed that when his client Beech- Nut Packing Company wanted to stop the slide of their bacon from the menu of America . (Useful links: The Museum of Public Relations, Edward Bernays)
Bernays used his Uncle Sigmund Freud’s ideas to help convince the public, among other things, that bacon and eggs was the true all-American breakfast.

He took Freud’s complex ideas on people’s unconscious, psychological motivations and applied them to the new field of public relations.

Just click on the red headphones red-phonessml.jpgand listen to the Story on National Public Radio. Its a fascinating talk. In this case scroll down till you see “A Hearty Breakfast” Its Edward Bernays at his best .


Tomorrow I will post how Bernays used Freud’s ideas to create desire and nothing has been the same since in Marketing and Public relations. And why your cholesterol is so high !!

Other talks worth listening to The Age of Persuasion (Radio)

March 21, 2008

TOM TELL ME IT AINT SO..

Tom Waits as a singer and as a “Brand” carries huge stock for me. He was my voice of brutal honesty. Man the guy wears life in his face, voice and protest.

Tom tell me it ain’t true that you produced a dog food commercial for Purina.

Dude in my opinion your brand took a hit but I don’t doubt the “kaching was good”. Tell me it ain’t so Tom. Tell me

Did his brand take a hit?? Let me know.

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