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Alex Koritz



Is your campaign just window dressing?
10.09.2009 04:53:43


An effective campaign needs to run all the way through a brand. For example, Carl’s Junior has plenty of sexy, racy commercials, but when you go eat at one of their establishments, that edginess doesn’t carry through.  It just looks like an ordinary fast food joint. Another example is Quiznos attempt at edgy commercial spots. But again, an ordinary, if not drab, looking restaurant.  It can’t just be window dressing. In order to be truly effective, a campaign needs to penetrate the brand through and through.



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Is your Brand Right for Twitter?
05.05.2009 00:03:57


Interesting article in Media Post about whether your brand is right for Twitter.  This might surprise many marketers - but believe it or not, Twitter may be wrong for your company.

Is My Brand Right For Twitter?
Benjamin J. Weisman, May 04, 2009 05:00 AM
In evaluating any creative idea that involves a media campaign, the starting point should be about positioning your brand for success.

Marketers are increasingly engaging with consumers on social media platforms and Twitter, in particular, has received, and continues to gain, attention. From shock tactics, to useful value propositions like @amazonmp3 content feed, brands are revealing themselves on Twitter. We are starting to hear of stories about top executives calling meetings about how they should "get on Twitter" and saying, "We need a social media profile." But should they? Do they?>

Twitter may not be right for every brand or brand marketing team. Here are a few points brands should consider:

• What's your position, your brand's history? Can you sum it up simply

• Partnership -- who's your service provider? This is where agency partners can help.

• The long-term legacy plan of the social profile. How long is it maintained?

• Who maintains the brand's voice? Does a brand ambassador exist?

• How well do you know your brand's age demographic?

• Listen. Engage. Respond.

• Embrace relationships with power users. Reiterate brand position.

• Love it, live it. Street cred is essential.

Twitter users are in the process of creating a culture. In the enculturation of traditions of acts and practices that last, brands have opportunity to live with legacy and affinity. Twitter is reflective of a band society: a small collective that shares a cultural bond or credo with a larger group. Social bonds are formed that hold beyond the daily grind that modern life brings with it.

The "power users" continue to increase in usage and followings on Twitter and other social networks. Have you seen how many followers they have? Currently, @ijustine has 331,653 followers. Brands should recognize power users as a possible path to becoming involved in Twitter. After all, someone needs to maintain the content. Someone, or a collective of users maintain the @cnnbrk. This feed has over 729,324 followers. It's breaking news straight to your mobile device. Distilled into just a simple line of 140 characters.

A brand profile can take many forms. It could feel like a user profile for legitimacy or conform to the brand's guidelines. What the creative execution looks like can make a difference. How it relates to the brand and the brand message is just as important as the feed of information. A number of refreshes and evolutions will most likely need to be planned. Frequent visitors and subscribers pay attention to such changes. "Why is it worth someone's time" should also be a regular question brands ask. What does it offer a user over time?

Skittles continues to miss a direct dialog with users. The press it received around the social media stunt reflects this. People are talking about it, so it wins when it comes to name association, which is how it used Twitter. It collects what users are saying on Twitter. The miss here is the failure for the direct dialog and more of exhibitionism.

Twitter is effective because you can have conversations with a variety of people. Meanwhile, @Starbuck is engaging fellow Twitters with authenticity. Apparently, a store employee, @Starbucks is apparently pumping cups of joe and twittering in between -- bingo, an authentic brand ambassador. The writer is talking about life, how @Starbucks fits into theirs, about the business and a touch of social commentary.

@amazonmp3 has value propositions being fed through a Twitter feed. It is using Twitter both, as an extension of the brand and as a service to users and consumers. Amazon is about added value and discounts, in a simple way, with no overhead; aside from strategy and URL creation, it is offering a mobile campaign to users who follow it. It is also reaching users who come across the feed in Google organic search or by visiting its Twitter page.

Public perception should be tested prior to executing a social profile and engaging in social media. The direct conversation that is implemented and then continues to spread among the community is what every marketer's goal is when activating social media campaigns. But the conversation needs to provide substance and authenticity, be maintained, and provide a frame of reference. What does a brand offer and how do consumers perceive that brand is of paramount importance when deciding if Twitter is right for your brand and campaign.



Tags: Twitter

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Trapped in an Elevator!
30.01.2009 06:31:07
To visit one of our clients, we have to park in an adjacent parking garage next to their building.  Instead of driving all the way up the parking garage, we park on the first floor and then take the elevator up to the 7th floor, and then head into the office building.  Following a photo shoot this evening, I took the elevator as usual back down to where I parked, but it passed the first floor and stopped in the basement.  And then . . . nothing.  The elevator’s door wouldn’t open.  I pushed every button available, but to no avail.
 After several minutes and running out of options, I wrapped my fingers around the door and yanked, slowly pulling it open.  I then found myself stuck between floors!  I realized I had to go for it, but knowing that if the elevator decided to go, I’d be neatly sliced in half.   So like in some Bruce Willis movie, I climbed up and out, putting my hand in some gum that had probably been chewed in the late 70’s.


  I found myself in a graffiti-ridden stairwell that was only half lit.  The stairwell led to a door with a sign, also graffiti covered, that read “Monk’s Jazz Lounge.”  Breathing a sigh of relief, I tried the door—and it was locked!  It was 5:00 pm, and I suddenly had visions of being locked in this hellhole for the entire weekend.  I fiddled with the latch, kicked and pulled the door, but it wouldn’t budge.  Breathing a few expletives, followed by a prayer, I put my shoulder into the door and charged.  The door burst open, and I suddenly found myself free and in the building’s lobby.  

That was above and beyond normal client service—can I bill that?


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When did the media become the pundits?
17.11.2008 23:05:40

I'm a certified political junky. As such, I'm a regular watcher of Sunday morning's political shows. I always look forward to the special guests, or pundits, that will be on the show - whether it’s a political scientist or a best-selling author. Over the years, and certainly during the last election, these guests have become more and more infrequent. Now the pundits are the media themselves. Do we really want to hear Chris Mathews give his expert opinion, or one of his journalist panel guests? Or do we want to hear an academic, author, or certified political scientist?

The point is this: The press’ job is to facilitate the information – not be the source of the information.   It’s nearly impossible for them to give an objective view if they’re also giving their “expert” analysis.



Tags: The Media | PR | the press | pundits | media experts | politics | PR and politics

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All Public Relations people are liars!
07.06.2008 16:47:36



The public relations industry has been in a furry over CBS Legal Analyst Andrew Cohen's commentary challenging the integrity of the PR profession. The Public Relations Society of America (PRSA) immediately responded, refuting Cohen’s condemnations through positive affirmation of the industry, and reinforcing the fundamental role of the PRSA Code of Ethics. PRSA’s latest counterpunch is a video hosted on their website featuring the organization’s Chair & CEO, Jeffrey Julin.  link to the video:

Traditionally crisis situations, particularly in the political world, have been ripe for unethical PR practices. This is where “Spin” was born. However, in today’s information-driven environment, this no longer works. Especially during a crisis, it’s vital for organizations to present information that is timely and accurate. Mark Twain said, "If you tell the truth you don't have to remember anything." Simply put, the truth is the easiest thing to remember.

Sprout’s crisis communications mantra:
  • Tell it First
  • Tell it Right
  • Tell it Your Own Way
A good PR person will drive very hard for the client to be ethical and accurate in deeds and words. During a crisis, providing information that is timely and accurate sends a message of openness, integrity and honesty. This approach allows organizations to take better control of the press coverage relating to the crisis and influence the media in a favorable way.

 



Tags: PR | Public Relations | CEO | PRSA | Sprout | Crisis

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