Saturday, January 30, 2010

The Big Boys Are Becoming Social

Sort of... They are not using Twitter?!?

From AdAge:

P&G Embraces Facebook as Big Part of Its Marketing Plan

Opens Silicon Valley Office Aimed at Increasing Social-Media Presence

BATAVIA, Ohio ( -- Procter & Gamble Co. loves Facebook after all, and besides encouraging brands to develop a presence there, the world's biggest marketer has opened an office in Silicon Valley to help develop social-networking systems and digital-marketing capabilities with the website.

P&G's outlook on Facebook and social media as marketing tools  appears rosier.
P&G's outlook on Facebook and social media as marketing tools appears rosier.
Those messages came in a meeting last week between P&G executives and venture capitalists, recounted by David Hornik on VentureBlog in a post that quickly picked up currency over the weekend on, of all places, Twitter.

"P&G's explicit goal for 2010 is to assure that each of its brands has a meaningful presence on Facebook, and they are willing to pay dearly for that," Mr. Hornik wrote. "And while P&G's thought leaders expressed some skepticism about the efficacy of Facebook's 'engagement ads,' they certainly view Facebook as a must-have for digital advertising and brand building. They didn't quantify what they are paying for that exposure, but it is quite clear that the numbers are very big."

Mr. Hornik contrasted the enthusiastic outlook on Facebook to a less-enthusiastic one by P&G executives toward Twitter. "They described Twitter as 'much more like television than one might think.' To P&G, Twitter is a great broadcast medium -- it is best for one-to-many communications that are short bursts of timely information," he wrote. "P&G folks do not view it as particularly relevant to what they are doing on the brand-building and advertising side. ... They do not believe that Twitter will ever approach the value they can get out of a Google or Facebook."

Mr. Hornik, after being contacted by P&G over the weekend, did backtrack on one big number -- a projection he had attributed to P&G that Facebook would reach 5 billion members globally. That 5 billion is actually the number of consumers P&G hopes to reach globally, up from the current 4 billion.

By whatever count, however, P&G's outlook on Facebook and social media as marketing tools appears rosier than Ted McConnell, general manager-interactive marketing and innovation, portrayed in a talk to a digital-marketing forum in Cincinnati in late 2008.

"What in heaven's name," he asked, "made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?"

"Who said this is media?" he said. "Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren't trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. ... We hijack their own conversations, their own thoughts and feelings, and try to monetize it."

He went on to say, noting it was personal preference rather than company policy, "I really don't want to buy any more banner ads on Facebook."

He also expressed discomfort about the level of personalized targeting available through Facebook, though he said that Facebook applications are potentially valuable vehicles for advertisers.

In an e-mail, a P&G spokeswoman wrote that Mr. McConnell was speaking for himself, not the company, at the time. "P&G sees the value of digital and social media in consumers' lives and we want to connect with consumers in the environments where they are spending their time," she said. "For example, Facebook fan pages for brands [are] an easy way to engage with consumers in a forum where they've chosen to engage with us. (i.e. Pringles' fan page has over 2.8 million global fans). We don't have social media figured out, but we are encouraging our brands to include digital and social media into their holistic brand-building strategies."

She said the intended perspective on Twitter is that it's "a communication platform that is good for 'one-to-many' communication, similar to TV. Additionally, some of our brands are using Twitter to engage with consumers one-on-one when they have questions. We also view Twitter as a valuable listening tool."

She also clarified that what was referred to as an Innovation Center on VentureBlog is a "Connect & Develop" office near Palo Alto "to increase our presence in innovation hotspots," but is not the size of the sprawling complexes that P&G typically terms "innovation centers." Connect & Develop is a longstanding P&G program which seeks to solicit innovation from outside companies and consumers while also licensing its own technology to outside companies.

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Buy this Book or


Despite the magazine cover...

I've been meaning to do a review of Seth Godin's latest book, but...

I have not yet finished reading it.

I'll read a few pages and then I have to stop and reflect.

I even received an advance copy 2 weeks before it was available to the public.

I recommended it to a class of college students after reading the first 15 pages.

This is an important book for you and those around you.

But I don't want you to wait for me to finish reading it before you start reading it...


Earlier this week, I found this in my email from the Church of the Customer Blog:

Why it's important to be a linchpin and an artist

Posted: 07 Jan 2010 02:11 PM PST

Linchpin If you want to succeed in today's world of work, author Seth Godin says you should focus on being a "linchpin." That's the title of his new book, so we asked him a few questions about it.

Q: What is a linchpin, and why is it important to become one?

A linchpin is the part you can't live without, the thing that makes a difference. In every organization there are one (or several) people like this. It might be the brilliant inventor who creates the impossible, but it's far more likely to be the great sales rep or customer service person who makes a connection, or the marketer who knows how to tell a story that resonates.

In a post-factory world, manning the assembly line isn't so critical. Stuffing the candies into the boxes, running the punch press, following the manual... these are easily replaced roles, ones where neither the worker nor the organization gains much on the margin. If you want real job satisfaction and security, then, you need to figure out how to do the unexpected, to do work that matters and to create human interactions.

Q: You talk about linchpins being artists. What's the difference between a conventional marketer and one who thinks like an artist? Can you give an example of a marketer who is an artist?

Art, by my definition, has nothing to do with painting and everything to do with connecting with people in a generous way and causing a change to take place. A movie director is making art when she makes you cry. A product designer creates art when the UI is better than it needs to be and it creates efficiency or even joy. Marketers can find plenty of Dummies books and manuals and insider PDFs that demonstrate, step by step, how to follow the rules. That's easy and not particularly valuable. A marketer becomes an artist when she goes out on a limb, does the unexpected or the risky and makes a difference.

I'd argue that you two do art when you stand up and give a talk about the
1%. Or Biz Stone was an artist when he figured out how to launch and scale Twitter's marketing. Or Scott Monty at Ford when he does a car show rollout that bypasses the cocktail parties at AutoWeek in favor of individual interviews with social media mavens. The second time someone does something, it's a copy. The first time, it's art.

Q: We understand the concept of "physical labor" when it comes to work, but you stress the importance of "emotional labor." What do you mean by that, and can you give us an example?

I don't know about you, but I haven't gotten paid to do physical labor in a really long time. Maybe typing.

Emotional labor is the act of smiling when you're scared, or getting on a plane when you're tired. It's dreaming when you don't feel like dreaming, caring when the other person is (frankly) acting like a jerk. Emotional labor is work with your heart and your soul and your feelings. We seem to feel it should be easy, but it's not. It is, though, important.

Q: We love this quote in the book: "The easier it is to quantify, the less it's worth." Can you tell us, and our MBA friends, why this is true?

If you can quantify it, then probably someone before you figured out a why to grind it out. And if you can grind it out, someone can grind it out cheaper than you can.

On the other hand, the really valuable stuff, the stuff we pay a lot for, is unquantified. Things like creating joy or security or happiness. No easy measurements for those, thus they are art, and art is always worth more than the predicted.

We measure the quantified because we can. But we should create the unquantified because it's so rare.

Q: Our lizard brain tells us to "Shut up. Don't stand out. Don't speak out. Blend in." If we want to be a linchpin, how do we silence this negative part of our brain?

Steve Pressfield calls this the resistance. The voice in your head that destroys your art. There are a myriad of ways to defeat it. You can distract it. You can trick it. You can steamroll it. You can seduce it with small steps. I'm not sure there's one best technique, but I know for certain that it must be done. My book has only one goal: to sell you on committing to this very task.

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from my email:

Daily Sales Tip: Learn from the Best

You begin succeeding in sales by finding successful people and surrounding yourself with them.

Be with the people whom you'd most like to become like. If you want to be average, then stick with average people. If it's your desire to achieve greatness in sales, then learn what the great ones do and do it!

You'll find that top professionals in this industry aren't threatened by your desire to learn what they do. There's plenty of opportunity for everyone, and really great leaders want to have followers who will get the job done.

Find out who the top producer is in your company, invite that person to lunch and listen to what they have to say. (Be sure to bring something to take notes. I didn't do that the first time I asked a pro to lunch and ended up writing notes on napkins.)

Source: Sales trainer/author Tom Hopkins (

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Friday, January 29, 2010

Friday Night Marketing News from Mediapost

Superbowl ads and other stuff:

by Tanya Irwin
The partnership with Beyonce and the Super Bowl spot shows Vizio's commitment to not taking "its foot off the throttle," says Laynie Newsome, Vizio co-founder and vice president of sales and marketing. "Beyonce is in an elite class of entertainers who are globally known and respected for their talent on stage and in front of the camera." ...Read the whole story >>
by Karl Greenberg
The first ad launched in January, and the second will hit the waves in February on cable and in cinema. The ads, under Volvo's new brand campaign, "There's more to life than a Volvo. That's why you drive one" posits Volvo as a vehicle for those who live a rich, varied life. This campaign features music from Swedish artists Petter and Miss Li. The ads are also distinctly European in flavor and setting. ...Read the whole story >>
by Karlene Lukovitz
Those who send virtual gifts on Facebook in the days leading up to the game are getting a 20-second sneak preview of one of the two Coke Super Bowl ads. On game day, they will receive the full versions of both ads prior to the game's evening kick-off. After the game, all gift-givers will receive the full versions of both spots. The videos also will be available on file-sharing sites, including YouTube and Hulu. ...Read the whole story >>
by Aaron Baar
Meanwhile, more than a third of the survey respondents said they were frustrated with the cost of certain apps. At the same time, 29% said they were uncomfortable entering their credit card details to purchase them. "The mobile area is still developing. Pricing is still an issue and the consumer is still in the process of pronouncing himself," Aston Fallen, CEO of Asknet, says. "The payment element is and will remain an issue." ...Read the whole story >>
by Karl Greenberg
Ford's Lincoln division is on the 52nd Grammy Awards this Sunday evening to promote the MKZ, MKT and MKS cars with a series of commercials that have a music video feel. The ads include one whose soundtrack is a contemporary riff on David Bowie's "Space Oddity." The song, "Major Tom," by the band Shiny Toy Guns, is the soundtrack for the current Lincoln MKZ ads. ...Read the whole story >>
by Karlene Lukovitz
This year, the Girl Scouts are not only knocking on our doors to sell their cookies -- they're on YouTube. The video's purpose is not to "sell" cookies per se. Instead, it's to convey how the cookie proceeds are used to support worthy causes and, most important, how being a Girl Scout helps girls develop critical business and leadership skills. ...Read the whole story >>
Financial Services
by Tanya Irwin
With a 47% increase in direct mail compared to third-quarter 2009, credit card issuers are showing increased confidence in the economy and a willingness to extend more consumer credit. Many top credit card issuers increased direct mail volume during the fourth quarter, but the biggest bumps compared to the same period of 2008 came from Chase (up 87%) and U.S. Bank (up 64%). ...Read the whole story >>
by Sarah Mahoney
The Port Washington, N.Y.-based trade group says there was evidence of some recovery, as well as signs of growth at many price points. Smaller-size women's fragrances, innovations in foundation and concealer, and anti-aging products. More evidence of that recovery showed up in the quarterly results of both Estée Lauder and P&G, which both beat industry expectations. ...Read the whole story >>
Amazon Sales And Profit Soar On Kindle

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The Other side of being a Nice Guy

What do you think about this?


No Clipboards Here

Let's say you're out running errands and can find what you need at either of two stores. Both are well stocked and conveniently located, and both offer plenty of parking—but there's one critical difference.

At Store A, you can walk right in and do your shopping; at Store B, however, the chances are good you'll have to pass the person by the front door asking you to sign a petition, donate to a homeless shelter or buy an overpriced box of cookies for a fundraiser. All things being equal, you'd choose Store A, right?

People who promote causes near the entrance to your retail space make customers uncomfortable and could be costing you business you can't afford to lose right now. If you're dealing with this problem, you might take inspiration from one store in Newport Coast, California, that empowers its shoppers in no uncertain terms.

Under the heading Your Right to Distraction Free Shopping, flyers posted to checkout counters read: "Out of respect to our customers, Trader Joe's does not permit any solicitation near the front of our stores, regardless of the issue. Please feel free to ignore anyone with a clipboard or folding table, without any feeling of guilt whatsoever."

The Po!nt: By absolving its customers of the guilt and awkwardness associated with declining a solicitation, Trader Joe's has made a cakewalk of the special-interest gauntlet.

Source: Trader Joe's.

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How to Go Broke, Advertising

And how to make money by advertising.

A chapter from my unfinished book, which you can access, free, by clicking here.

Thick vs. Thin

Rarely have I seen a business spend too much money on advertising. Usually they spend too little.

Or more accurately, they try the "thin" method instead of the "thick" method.

The Thin Method: Take a little bit of money and spread it around to reach lots of people using different advertising venues. $25,000 divided between 5 radio stations, a couple tv stations, some direct mail and pretty soon, you'll be out of cash, before it pays you back. Spreading yourself too thin simply doesn't work for most people.

The Thick Method: Pick an advertising venue and dominate it. For example in the radio business, buy ads on ONE radio station, and have them air everyday in the same 4 or 5 hour block of time, and pretty soon, you will become the most recognized business in your profession for the thousands of listeners that hear about you day after day.

THEN.... after you start to see a return on your advertising investment, ADD to your investment with more ads either on the same radio station at a different time of the day, or another advertising venue that fits your business.

This is not a quick process, but it is a process that works, and that's what you really want right?

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from my email:

Daily Sales Tip: Make a Note of It

There is a term called "noteworthy" that seems to be appropriate for the purposes of a sales interaction.

By writing down some of the main points of the conversation, you will not only show the prospect/customer that you are listening and that you care, you will also show that what he/she is saying is worthy of making note of it.

Also, if you write down what they say word-for-word and how they say it (use quotes on these parts), then you will have a tool to use later in the sales process to assist in closing the sale.

Source: Sales trainer/speaker Gerry Layo (

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Thursday, January 28, 2010

Thursday Night Marketing News from Mediapost

Click and Read:

by Aaron Baar
Considering it's an Apple product, there's little doubt people will line up outside the retail stores when the iPad hits the streets. If it meets success in the consumers' hands, Apple should have little problem selling enough of the gadgets. "I really want to get my hands on it," says's Dylan Tweney. "I think that will be the acid test when people start using it. Does this interface make content come alive the way it didn't on other devices?" ...Read the whole story >>
by Karl Greenberg
For Hyundai Motor America, this may be the most important year since the company launched in the U.S. some 23 years ago. Not only is the automaker launching its biggest campaign to date for a single model, but that model, Sonata, competes in a segment that is both the high-volume region of the car market and the area where a brand's identity can be cemented or shattered. ...Read the whole story >>
by Karlene Lukovitz
The brand's well-researched emphasis on achieving sensible, overall weight/health goals is more evident than ever in its latest TV commercials from Leo Burnett Chicago. The series of ads features "real" women expressing and achieving attainable weight and physical fitness goals, as opposed to featuring rail-thin models ... or even touting specific Special K products. ...Read the whole story >>
by Sarah Mahoney
After enduring well over a year's worth of brutal sales results, two leading retail organizations are forecasting a much happier 2010, with overall sales predicted to rise by at least 2.5%. Of course, there are plenty of caveats, Retail Forward economist Frank Badillo tells Marketing Daily. ...Read the whole story >>
Packaged Goods
by Karl Greenberg
"We have a multi-year relationship with Paul, who happens to be another great defensive player," says Dial Corp.'s Doug Weekes. "In the spot, he is something of a metaphor for defense on the court, in life and of the product itself." He says ads will most likely have game footage, "for instance where, in the final seconds of a game, he steals the ball, runs it down the court, gets the final point -- that sort of thing." ...Read the whole story >>
by Tanya Irwin
The campaign includes outdoor since the focus is all about locally owned, community-minded Health Mart pharmacists and the personal service, clinical expertise and community-minded caring they deliver. Every element of the campaign uses a drive-to-site call to action to find a locally owned Health Mart, so online and the Health Mart Web site also will play a role. ...Read the whole story >>
Bud Light Parties In Miami Beach

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Is Superbowl advertising worth the $$?

Or perhaps I should say, "Is Superbowl advertising worth the $$$$$$$$$$$$$?"

Take a look at this study from Mediapost:

First And Goal: Rookie Marketers Seek Super Bowl Success
As the clock ticks toward Super Bowl XLIV, rookie marketers are looking to get their 15 minutes -- or, in this case, 30 seconds -- of fame by filling the remaining slots on CBS. The list of official first-time advertisers in the Big Game includes such heavy-hitters as Dr Pepper, Electronic Arts and Boost Mobile, in addition to HomeAway, Time Warner's Turner Broadcasting System TruTV and text-messaging answering service KGB. That already surpasses the number of rookies who appeared during NBC's broadcast of Super Bowl XLIII last February:, Castrol, Denny's, Teleflora and Vizio.

According to marketing and research firm TNS Media Intelligence, there were a total of 36 first-time Super Bowl advertisers between 2005 and 2009, comprising about 20% of the total ad rosters.

Of the five rookies from Super Bowl XLIII, Denny's and Teleflora have returned for Super Bowl XLIV. But that doesn't mean others didn't get their $3 million worth (NBC's asking rate vs. CBS's $2.5-$2.8 million for 30 seconds this year). According to, whose TV spot, "One-Up," starred former Johnny Carson sidekick Ed McMahon and musician MC Hammer, "Less than 24 hours after its debut, the spot received over one million hits on video-hosting Web sites such as YouTube, MySpace and Yahoo! Video."

Vacation-rental firm HomeAway is said to have put $1 million into upgrading its Web site in anticipation of the added traffic it expects after Super Bowl XLIV.

Denny's said its Super Bowl XLIII spot touting a Grand Slam Breakfast giveaway, attracted "up to 2 million people during the eight-hour promotion." Denny's is said to be offering another such freebee in its Super Bowl XLIV spot.

While rookies are filling slots, some veterans have dropped out. PepsiCo, whose Super Bowl ad spend from 1990-2009 was $253.2 million (second during that period to Anheuser-Busch's $311.8 million), per TNS, will not advertise its flagship Pepsi brand this year and is putting the money behind its cause-related Refresh Project.

"The Super Bowl broadcast can be an amazing stage for advertisers if it aligns with their brand strategy," Frank Cooper, svp-chief consumer engagement officer at PepsiCo Americas Beverages, said in a statement. "However, brands should not blindly anchor themselves to history." FedEx and General Motors dropped out last year for economic reasons and have not yet returned.

A Super Bowl ad can reach 90 million viewers, but that does not guarantee success. Super Bowl XXXIV, which aired on ABC on Jan. 30, 2000, has infamously become known as the "Dot.Com" Bowl due to the 17 mostly rookie online or tech companies that purchased time at more than $2 million for 30 seconds.

The majority were one-and-literally-done with the Super Bowl, including,,,,,, and Netpliance. Two of the 17 are still in the Super Bowl ad mix: and E*Trade, the latter of which paid humorous homage to its fallen dot.comrades in a Super Bowl XXXV ad, complete with the still appropriate tagline, "Invest wisely."

Barry Janoff is executive editor of, a daily sports marketing site. He previously was the executive editor and sports editor at The Nielsen Co., where he wrote a weekly sports marketing column, "The Game." Janoff has been covering sports marketing for more than 25 years and has had articles published in "Entertainment Weekly," "The Sporting News," "Newsday," "San Francisco Chronicle" and in-flight magazines for American Airlines, United, Delta and USAir. Reach him here.

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New Ad Campaigns

from Amy at Mediapost:

Salt. Bacon. Butter. Things described as a cardiologist's worst nightmare. Let's launch!

Spike Jonze created "I'm Here," a 30-minute short film that debuted at the Sundance Film Festival. The film, to be released online in March, was made through a partnership with Absolut Vodka. TBWA/Chiat/Day created 30- and 60-second trailers for use online and TV. Jonze brings viewers a love story between a male robot living a meticulous, robotic (pun intended) life and a free-spirited female robot. The trailer looks sweet. The peppy fembot dances, falls off a wall and wins the robot's heart. "Ordinary is no place to be," ends the trailer, seen here. Nor is the ER, given our current state of health care.

The International Medical Assistance launched a print campaign this week depicting the destruction in Haiti with a torn map surrounded by uprooted dirt. "There's no time to sit back reading the paper and watching the news," says the ad for AMI Haiti Emergency Mission, urging people to donate. See the ad here, created by Y&R Lisbon.

The International Rescue Committee launched an ad to raise funds for Haiti. Staffers at McCann New York and Universal McCann New York created a pro-bono video using still images from the disaster in Haiti. The spot encourages viewers to text "HAITI" to 25383 and donate $5 to the relief effort, which is billed to a user's mobile phone bill. "Haiti crumbled in 35 seconds. You can help rescue it in less," says the ad, with heartbreaking photos interspersed between words. See it here.

Where is this wondrous Republic of Bacon located? Hold my calls. It's time for a visit. Maple Leaf Bacon launched three TV spots and a microsite promoting its resealable packaging. A woman gets down on bended knee, holding a resealable package of bacon, in "Proposal." Her boyfriend accepts her marriage proposal, gets emotional and responds, "I love it too," after she says, "I love you." Big mistake. See it here. Aromatherapy for two men in "Spa" consists of bathrobes, sizzling bacon and cold bacon placed across the eyes, to relieve puffiness. Watch it here. A woman damages her boyfriend's car in "Sorry." She apologizes by sending a reclosable package of bacon to his office, lovingly placed inside a vase. See it here. Each ad drives traffic to the Republic of Bacon Web site, a community for bacon lovers. The site features a casino where players can win bacon for a decade, a Red Light District where you can watch edgy videos, like bacon frying in a pan. Sizzle. I personally like the closing line of the RoB's mantra: "Welcome to the Republic of Bacon. We hope you're not vegetarian." john st. Toronto created the campaign.

Remember Salty, the lovable down-on-his-luck character promoting Knorr Sidekicks? Well he's back in two adorable TV spots, although I'm sad to report his lucks still stinks. Salty tries a little online dating in "Dating." He tries to live-chat with one woman, but he's too tiny to be seen by his computer's Webcam. He attempts to close the laptop a bit, but it closes fully on him, trapping his head. And you thought carpal tunnel was bad. See it here. Salty is looking for a little of that human touch in "Brace." He trashes a restaurant saltshaker and plays stand-in, eagerly awaiting a diner's use. Only problem is, the saltshaker he trashed was the type that you need to twist the head. You know where this is heading. Poor Salty leaves the diner in a neck brace. Watch it here. DDB Toronto created the campaign, directed by David Hicks of Sons and Daughters.

It's rematch time for Sidney Crosby and his teammate Maxime Talbot. The location is Crosby's childhood basement, and shooting the most pucks into the dented hockey dryer is the goal. The ad promotes Reebok Speedwick Training Apparel. The players compete in two rounds. Crosby's homefield advantage is too much for Talbot. He loses both matches. But I'm sure he had fun denting the dryer! See the ad here, created by Gotham.

Quercetin. That's Lance Armstrong's secret weapon, according to an ad for FRS energy drinks. The ad intermingles shots of Armstrong exercising with large copy pondering Armstrong's secret to success (a loaded question at that), while defining Quercetin. It's an antioxidant found in apple skins, grapes, berries and red wine. "How do you like them apples," says Armstrong at the close of the ad, shown here. Thanks to a scene from "Good Will Hunting" (short version here, longer version showing complete context here), I can't help but laugh whenever I hear that line uttered. Weights & Pulleys created the ad, and C-Media handled the media buy.

Eric Clapton is the latest musician appearing in ads for T-Mobile myTouch. This time around, the brand is releasing a limited-edition3G Fender phone that comes preloaded with Clapton songs, such as "Layla," "My Father's Eyes," "Rock 'N' Roll Heart" and "Wonderful Tonight." The ad features Clapton demonstrating how to use his Fender phone by pulling up his collection of albums and concert videos. The ad ends with Clapton taking a call from Buddy Guy. Watch the ad here, created by Publicis in the West.

Random iPhone App pf the week: It's not butter it's Parkaaaay." Parkay launched an app using a voice-to-animation technology to bring the brand's "Talking Tub" to life. The software commands the Talking Tub to say "Parkaaaay" and "moo" when a user says words like "butter" or "milk." The Parkay Talking Tub was first used in TV ads in 1973. If you remember the ads and the tagline, the app is sure to be a trip down memory lane. Rawle Murdy and Creaceed created the app, available for free at the App Store.

Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at

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The Golden Rule

from my email:

Daily Sales Tip: Treat the Customer Right

Selling and networking skills are truly "life skills." What makes us better at these skills also makes us better in life. Here are a few thoughts to keep in mind as we gear up for the fourth quarter of the year -- and certainly in light of these times.

* Treat your clients as friends you wish to keep. Position them as true advocates and as you advise, educate and inform them, be with them in the good times and also otherwise.

* One size does not fit all. Every client large or small needs to be treated uniquely and according to their specifics. Also remember that "acorns grow to trees" -- one client may start small and grow beyond your expectations. But the reverse can also happen.

* You are not a psychic. Never assume you can read the mind of your client. Make sure to be in touch regularly and see the challenges and opportunities through their eyes.

* Have patience. Always take the time to ask your client the consultative questions so that they will describe to you exactly their needs are and how you can exceed their expectations.

* Remember the "ear" in the word "hear." Your power lies in truly listening to your client, which may open up other opportunities and synergies.

Source: Business consultant/networking authority Andrea Nierenberg (

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Wednesday, January 27, 2010

Wednesday Night Marketing News from Mediapost

Click & Read:

by Karl Greenberg
With several opponents on the auto field injured and sending in the second string, Hyundai is dropping back to throw for a touchdown. The automaker is doing its biggest ever ad push for a single model this year, including a raft of ads on Super Bowl Sunday that tout the totally redesigned Sonata and Tucson vehicles, and broadcasting the message that Hyundai has taken a leadership position in the auto industry. ...Read the whole story >>
by Aaron Baar
Although no one is quite sure what will come out of Apple's announcement on Wednesday (the smart money favors some sort of tablet that looks like a super-sized iPhone), consumers are already weighing in on what they would like to see and what they might not pay for. ...Read the whole story >>
Financial Services
by Tanya Irwin
"What we heard loud and clear is that people are cautiously optimistic, but they need planning help," Justine Metz tells Marketing Daily. "It's a natural evolution to speak to them now about how do we help them to retire." The difficult economy has prompted people to rethink how they want to spend their retirement, she says. "It's less about symbols of status and more about how you spend your time." ...Read the whole story >>
by Sarah Mahoney
The change began in the fourth quarter of 2008, as the recession dominated all the headlines. "We saw a gain of 10% in that quarter," Matthew Tilley, director of marketing for Inmar's promotion services division, tells Marketing Daily, "and while we all expected it would continue to rise, I've been surprised by how big those quarterly gains have been in the last year -- it really is a huge increase." ...Read the whole story >>
by Karl Greenberg
Infiniti has hitched its "Inspired Performance" brand platform to ESPN's build-up to the NCAA Men's College Basketball Championship. The Nashville, Tenn.-based automaker has inked what it is calling its biggest marketing initiative in its 20-year history. ...Read the whole story >>
by Karlene Lukovitz
The lingering economic downturn clearly caused smaller companies, which typically introduce a wide range of new products, to slow or cease launch activity last year. This was particularly apparent in a category like snacks -- where sales are growing, but product launches dropped 34% last year, to 1,568. ...Read the whole story >>
by Sarah Mahoney
Convenience-store shoppers aren't just pressed for time, they're hungry. And a new analysis from NPD Group's Convenience Store Monitor says that in the third quarter of last year, more than half of those purchasing freshly prepared food at a convenience chose the store just for that food -- up a point from the same measure a year ago. ...Read the whole story >>
Apple Posts $3.38 Billion Profit In Q1

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If you are in a business that does Transaction Based Marketing and don't care about the relationship side of marketing, then you may be interested in this survey.

However, this is a dangerous game to play, because the store with the best buying power has the advantage when you are playing the "lowest price" game. And Walmart can beat you with their eyes closed.

I advice my clients not to do this. For the very reasons I just mentioned.

You will lose because:

1. By making less money per item resulting in a lower profit margin while you fixed expenses stay the same or go up.

2. People will always have an expectation of you and the stuff you sell, even if it is cheap. So that means there always is a Relationship Marketing factor in play.

This is from Click on the charts to make them BIGGER.

Bargain-Hunting Consumers Choose Print Ads over Online

Age, gender and educational level all play a role in whether a consumer will more inclined to seek out bargains from online ads or print ads, according to a new Adweek Media/Harris Poll survey.

In general, the survey found that newspaper and magazine ads are considered the best place to find bargains by nearly one-fourth of adult Americans surveyed in the poll. That compares with just under one in five, or 18%, who say online advertisements are most likely to help them find bargains.

In terms of other sources, more than one in 10 each say direct mail and catalogs (12%) and TV commercials (11%) are where they look, while just 2% say radio, the research found.

One-third of Americans (34%) believe the type of ad makes no difference when looking for the best bargain.


Age and Gender

These preferences, however, shift when age, gender and education are taken into account, Harris Interactive said.

Online ads appeal most to people under age 45 and to college graduates, the survey found. People between ages 18-34 are more likely to say online ads (22%) and TV commercials (17%) are the best places to find bargains, while those ages 35-44 go online (26%). The older a person is, the more likely he or she is to use newspaper and magazine ads, as 24% of those ages 44-54 and one-third of those ages 55+ (33%) say those media are most likely to help them find the best bargain.

In terms of gender, women are more likely than men to say newspaper and magazine ads (24% vs. 22% of men) and direct mail and catalogs (14% vs. 11% of men) are more likely to help them find a bargain. Men, on the other hand, are more likely to say online advertisements are more likely to help them find a bargain (21% vs. 16% of women).


Education’s Role

Education also plays a role in the type of media to which consumers gravitate when seeking bargains: One-fourth of those with a high-school education or less (25%) say newspaper and magazine ads are more likely to help them find a bargain compared with 20% of those with at least a college degree. Three in 10 of those with at least a college degree (29%) believe online advertisements are more likely to help them find a bargain compared with 12% of those with a high school education or less who say the same.

About the survey: This Adweek Media/Harris Poll was conducted online within the United States between December 14 and 16, 2009 among 2,136 adults (aged 18 and over).

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5 Lessons from NBC

Monday I "Stumbled" across this post from the blog

Excellent ideas!

Jay Leno and Conan O'Brien - 5 Marketing Lessons Learned

The recent brouhaha over the switch in late night hosts is a great example of a failure in applying some basic marketing skills in late night television. Five obvious lessons:

1. Never drop a product that is making money in hopes that a new product will make more money

When Campbell's Soup added the "Chunky" line, they didn't dump their lead brand, nor did they give it a deadline to be off the shelves to make room for the new competitor. Today, the original brand still has the majority of the shelf space, and Campbell's meatier version has to fight for what it can get. When the Chunky label starts outperforming the lead brand, their positions will reverse.

2. Do a market test

Seems like basic marketing doesn't it? In fact, NBC had tried this idea out many years ago when they put Jack Parr (a one-time host of the Tonight Show, into a prime time spot). It failed quickly. But times change, and maybe this would have worked. A simple market test, airing the Jay Leno-hosted Tonight Show in one television market for a few weeks to see how the public responded might have save NBC hundreds of millions of dollars.

3. Don't let your products attack each other (Duh!)

As the controversy lingered, Leno and O'Brien publicly turned on each other and NBC. Can you imagine Campbell's allowing their brands to do the same? A brand war similar to the Leno / O'Brian feud might look like this:

"Old Campbell's Should Give Up Shelf Space" - Chunky Soup Protests. "They've made their money, give the young brands a chance."

"Campbell's Executives Leading Soup Company to Slow Death" - Campbell's Soup claims

"I Never Trusted Campbell's" Rival Progresso Soup adds voice to soup fight

4. Always have an exit strategy

If the new product doesn't work out, how will we exit the market? Hmmm, perhaps we could pay the Campbell's Chunky brand millions of dollars to find another manufacturer?

5. Learn from your mistakes

Sounds simple, but do we really think NBC has learned anything? Do they even remember Jack Parr?

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Questions and Answers

from my email:

Daily Sales Tip: Dealing with Tough Questions

When someone asks a question during your sales presentation, don't be afraid to ask them to elaborate if you're not clear on what they want to know. If people are asking questions because they don't understand your product or service, slow down or back up.

Some salespeople react defensively when prospects ask questions to get more information or clarify a point. Instead of looking at objections as opportunities, they see them as obstacles in the way of finalizing the sale.

Source: Adapted from Exceptional Selling, by Jeff Thull, president of Prime Resource Group (

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Tuesday, January 26, 2010

Tuesday Night Marketing News from Mediapost

Read & Click for more details:

Packaged Goods
by Karl Greenberg
Daytime television is, of course, all about the soap: the soap products, the soap operas, and, of course, advertisement upon advertisement showing people using cleaners, detergents, scrubs and rubs to do their chores -- and enjoying it. Procter & Gamble's Cheer brand decided to try something different with its latest effort. Instead of trying to convince people that doing laundry with the right suds is a ticket to Nirvana, it tried entertainment. ...Read the whole story >>
by Aaron Baar
The Super Bowl could very well be the only time that self-proclaimed geeks watch football on television. If so, Intel will be providing some humor for them. The company -- which makes the processors that run many electronic devices -- will have a presence during the game with a commercial running in the fourth quarter, and as the title sponsor of the post-game show. ...Read the whole story >>
Packaged Goods
by Karl Greenberg
Who the hell does Larry Dobrow think he is? It was my idea to be the next Billy Mays, not his. MINE! But guess what! I'm willing to work for $19.95 as The Pitchman for TeleBrands, Mr. Khubani, but only if you choose me now -- today. And if, Mr. Khubani, you call me RIGHT NOW! ...Read the whole story >>
by Sarah Mahoney
Hold the Jordan Almond favors, the sweetheart roses, and the extra tulle: A new poll from David's Bridal says that while the newly engaged aren't quite as cost-conscious as they were a year ago, they're still keeping a close eye on the matrimonial bottom line. ...Read the whole story >>
by Karlene Lukovitz
Miller High Life won't be doing another one-second commercial for this year's Super Bowl. Instead, the brand will buy a 30-second spot -- but position it as being "given" to small businesses as a platform for them to tell their stories. ...Read the whole story >>
Financial Services
by Tanya Irwin
Ameriprise Financial is breaking a new campaign that promises its advisors are "More Within Reach." Developed in conjunction with R/GA, the campaign puts the advisor-client relationship in the forefront. Instead of casting actors, the financial planning company invited some of the firm's more than 10,000 financial advisors to appear in new broadcast, online and print ads ...Read the whole story >>
eSmartTax Hires 'Regular Guy' As Spokesperson

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Your Marketing Words

This bit of wisdom comes from

It's Not What You Say; It's How You Say It!
by Michael Dalton Johnson
Words are powerful and magical things.

"Words create impressions, images and expectations. They build psychological connections. They influence how we think. Since thoughts determine actions, there's a powerful connection between the words we use and the results we get." —Nan S. Russell

Successful salespeople know they will sell more by using positive language. Example: Instead of saying, "We can't ship your order until next Tuesday," they will say, "We can ship your order as early as next Tuesday." Put yourself in the buyer's shoes; which statement is more satisfactory?

Simply changing or adding a few words to a statement can make it more compelling. "You will get a full 30 percent discount," blows away "We are offering a 30 percent discount."

When you accentuate the positive and create imagery you will make more sales.

I had to smile when I read the creative imagery of a restaurant menu that offered, not simply "bacon and eggs" but, " Two farm fresh eggs with country bacon." It's the same breakfast but one description sounds a lot more appetizing.

Which would sound better to a buyer? "Our product will save your company 2500 a month" or, "You will save your company 30,000 dollars a year with our product." Obviously, the second statement is more attention-grabbing because 30,000 "dollars" is far more dramatic than 2500, even though they amount to the same savings. More importantly, "You will save your company...," makes the buyer both intelligent and a hero. Buyers want to save money. Buyers like to make smart decisions. Buyers love to be heroes.

Because sales are all about what the buyer gets, "We offer excellent technical support" pales in comparison to "You will get world-class technical support."

Instead of saying to a business owner, "Your employees will really appreciate this program," consider saying with a smile, "Your employees will stand up and applaud you for giving them this program." Don't worry; the buyer will allow this bit of poetic license. Even though he/she knows the employees won't really stand up and applaud, the mental image of them doing so is powerful.

The practice of using positive words and phrases will help you achieve more results than you ever thought possible. This skill is developed simply by using it. Start today with prospects, co-workers, family, and friends. You'll begin to reap the rewards that come from accentuating the positive.
If you haven't been to our website lately, check out SalesDog here.

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