Saturday, April 10, 2010

Facebook Tips

At a recent Social Media Forum, I was one of the three panelists.

My goal at these events is to demystify the mystery of Social Media and teach people how to use relationship principles in all of their marketing efforts.

I admit, Facebook is not my favorite Social Media tool. But this week I presented a Quick Start Guide to Social Media on my other site.

Click here to read it.

And if you want more details on how to use Facebook for your Business, continue reading this from

Marketing Like the Big Boys—Facebook for Small Business

Posted: 29 Mar 2010 03:57 PM PDT

Abstract Diagram A Quick Guide to Getting Started with this Essential Social Media Tool

Thanks to content marketing maven, Beth Hrusch of Interact Media for this great guest post.

Marketing your small business with Facebook sounds like a lot of fun and a great idea—until it hits you. You really have no clue how to do it. Sure you’ve heard of it, and people are certainly on board (some with remarkably good results). But, getting started can be intimidating, maintenance is scary and how do you measure returns, anyway?

So, now you know how your parents felt when confronted with email. Don’t worry. One of the great things about social media for marketing is the fact that it gives small businesses some of the advantages once enjoyed by large corporations with big marketing budgets—namely, tremendous reach and measurable results. And, you can play around with it until you find the way to use it that works best for you. And it’s cheap.

If you want to start marketing your small business with Facebook, here are a few pointers:

Create your account

1. Start a business account by creating a Facebook Ad or Page. A Facebook Page identifies your business, and you can opt for a description of your business type, your product or brand or your position. Make sure to be accurate here, as this identification is how interested parties will find you.

A couple of things worth noting: filling out your profile completely helps establish trust with people because it shows that you’re transparent and have nothing to hide. The more open and honest you can be with your groups the better your results will be. Also, read the Facebook rules for business accounts before going too far! They can and will ban your account for certain violations.

2. Customize your settings. Here, you can control who sees your profile and who can contact you. You can block users, join networks, set up email and mobile phone notifications of everything from posts to your Wall to any time someone tags you in a photo.

3. Install applications. Establish feeds whereby all of your groups and networks can see your latest blog posts and tweets (yes, you can integrate your Twitter activity into your Facebook page). There are a lot of apps for Facebook that do a myriad of amazing things. Facebook for iPhone 3.0, for example, lets you manage your account on the go with added features like integrated news feeds, Event RSVP and the ability to phone or text people directly from your Page. A handy way to contact a client or update your page with new content for your customers while away from the office. Post real-time notes and photos from your trade show or presentation as events are happening or get back to a client who contacts you through your account.

Share with others

When marketing with Facebook, the idea is to keep it fresh and updated with new content, photos, events, feeds and messages so that your network can use it to learn more about your business (see “maintenance is scary”, above). A lot of companies have employees share the task of adding to the company Page, or designate one person as the social media administrator. Whoever does it, it’s important to keep your presence on Facebook timely and relevant by posting information regularly.

Also, make it easy for people to check you out. Try adding your Facebook URL to your email signature, business cards, or other company literature. Upload email addresses to see who’s on Facebook so you can add them as friends. Build your professional network using your common interests.

Networks, Fan Pages and groups

Joining a network or group brings you into contact with others who are either looking for your products and services or in the same or related fields. Sharing resources and information with each other builds business relationships that often lead to sales. It’s highly recommended that anyone marketing on Facebook join as many relevant groups and networks as possible, and engage with them regularly.

A Fan Page gives you a place to put all of your links, content, photos, company news and Events, so add to it so your fans and groups know what’s going on in your world. Post some surveys, contests or quizzes every once in a while. These are popular ways to engage fans and potential customers.

Getting measurable returns

For small business owners, Facebook offers a lot of tools that can help you expand your presence and increase brand awareness. To see how your efforts are doing, start with Facebook Insights, a free service that analyzes metrics such as user actions, page exposure and behavior related to your Pages and Ads. These analytics are one important piece of the puzzle when it comes to determining the growth of your pages.

Studying comments, quantity of new connections and how many times your brand is mentioned help you determine which conversations you should engage. By putting all the pieces together, you can get a picture of how your social media efforts are affecting leads and sales.

Facebook is an economical marketing tool for companies of all sizes. It allows small businesses, in particular, to take advantage of some very agile features in order to get the same results once reserved for companies with big marketing bucks. Try it out and see what it can do for you!

Beth Hrusch is Senior Editor at Interact Media, a content marketing software company

Sphere: Related Content

How Mama Shops in 2010

from Mediapost:

Meet The Frugalista
There's a new breed of mom, and she's here to stay.

She's a savvy, price-comparison shopper who uses technology, offline media and, most of all, her peers to stretch her buying dollar. She was once only a mom on a budget but the recent shift in economic climate generated a conversion of moms from disposable income queens to coupon divas.

She's tasted the thrill of saving, the fulfillment of reclaiming control of her debit card and the excitement of hearing the clerk say, "You just saved $101 today." Sixty percent of moms we surveyed said they have used coupons for the first time in the last year.

Although the economy seems to be turning around, she's not turning back to her old spending behaviors. Why would she? She's learned that if she visits, she can increase her arsenal of savings and if she reads's blog before leaving the house, she can design a road map among retailers, who are all competing for her business.

She plays The Grocery Game more than she plays cards. The Mom Frugalista is here to stay, and it's time for retailers and brand managers to win her loyalty.

Before I share the "How to Connect" with a Mom Frugalista, let's understand mom's desire to share news of a great deal. Moms share money-saving opportunities because it's a way to nurture relationships with other moms. It deepens their relationship to save another mother a dollar or two.

It also shows a mom's shopping prowess. If she finds a deal and shares the news, it demonstrates her personal skill in shopping, thus elevating her status among her peers. It's friendly competition at its best, the kind that nurtures relationships and fulfills her need to share. Here are a few tips to leverage these innate behaviors and connect with the Mom Frugalista:

  • Engage the mom influencers. Sounds basic, but it's amazing how few marketers are engaging with coupon, consumer and frugal social media mom influencers. Each week these women communicate the best deals for moms in their blogs, tweets and Facebook pages.
  • Developing a relationship, one with a real dialogue, with Moms like ConsumerQueen, PennyPinchingDiva and Deal Seeking Mom can give marketers the opportunity to have influential moms deliver their message. Do you know Stephanie Nelson? If not, you should if your brand ever offers coupons.
  • Search Twitter for your consumer. It doesn't take much effort to find moms who are looking for your product. Go to each morning and search your brand's name or solution. When you find moms seeking your product or one like it, offer them the opportunity to try it at a discount.

Let's say you sell pasta. A search of "dinner ideas" may reveal a mom tweeting to her peers, asking for a suggestion for a five-minute meal. Here's where the pasta brand jumps in. A smart marketer might direct-mail that mom and offer her a link to a recipe. A great marketer would offer to send a link to a recipe and a downloadable coupon: Relevant and valuable content delivered in the nick of time.

  • Recognize that all types of moms love to save, then put your money saving deals in the right hands. Seek out fitness fanatics like and if you are a brand offering low-fat or low-sugar solutions. These women can be a great resource in distributing your saving information to other health-conscience moms. They don't have to be saving bloggers to help you spread the word.

It takes a coupon to persuade today's mom who is loyal to a brand. Eighty percent of moms in a recent BSM Media survey of 3,000 moms said that it takes a coupon for her to try a new brand. Moms know that they can find the means to save on the brands they love so it takes the same value to motivate her to test a new product. Find a way to get a sample or coupon in her hand.

The Mom Frugalista is smart and savvy and is looking for the savings on your products.

Maria Bailey is CEO of BSM Media, and author of "Marketing to Moms," "Trillion Dollar Moms" and "Mom 3.0: Marketing With Today's Mothers." She is also Host of MomTalkRadio, www.momtalkradio, co-Founder of, and For more than a decade, Maria and BSM Media have connected brands around the globe with the mom market. Contact her at or follower her on Twitter @momtalkradio. Follow her on Twitter @ MariaBailey or reach her here.

Sphere: Related Content

Mind Reading?

from my email:

Daily Sales Tip: Know Those 'Unwritten' Expectations

Customer satisfaction is a very subjective thing to measure. It really is a matter of perception and experience.

If you meet or exceed the "unsaid-unwritten" expectations of your customers, their perception will be a positive one. Fail to meet these expectations, and you will find them less than satisfied or happy with you.

One method to make sure you meet or beat these "unsaid unwritten" expectations is to do your homework or research. Often, within an industry there are certain "unwritten, but still valid" expectations, which serve as the norm. Make sure you know what they are and use them as the bottom line in your service and performance.

If you want to succeed in gaining their repeat business and loyalty, make sure you go well past the "normal" expectations.

Source: Sales consultant/author Bob Hooey (

Sphere: Related Content

Friday, April 09, 2010

Friday Night Marketing News from Mediapost

Hey... it's Friday.

Get offline and go hang with friends & family.

Like I am right now.

Or you can read this:

by Sarah Mahoney
Department stores had a banner month: Same-store sales at Macy's shot up 10.8%, with both Macy's and Bloomingdale's performing above corporate expectations, and JCPenney says its same-store sales rose 5.4%, led by children's clothing. But the real superstar was Kohl's, posting a 22.5% gain, with all regions and departments registering at least double-digit gains. ...Read the whole story >>
by Karlene Lukovitz
In its latest food-related initiative, the Center for Science in the Public Interest is now urging the Food and Drug Administration and state attorneys general to "crack down" on "slack fill" in food packaging that does not conform to federal regulations. ...Read the whole story >>
by Karl Greenberg
A new series, which still features Mike Rowe, star of cable show "Dirty Jobs," as host, pits Ford's heavy duty against competitors like the Dodge Ram HD and Chevrolet Silverado HD in towing fuel economy. A social media push includes chats hosted by Ford engineers on sites like and ...Read the whole story >>
Financial Services
by Tanya Irwin
Starting this week, each business and agency will begin monthly in-person consultation sessions. Each business owner's story, including branding tips and insights, will be shared on AmEx Open's small business networking Web site Open Forum at the conclusion of the makeover in August. ...Read the whole story >>
by Karlene Lukovitz
A limited-edition line of hats was designed by Erica Domesek, founder of the designer do-it-yourself brand "PS-I Made This" and its eponymous Web site. Made from everyday household items such as sweatpants, zippers from sweatshirts, buttons and thread, the hats are meant to promote the recycling benefits of DIY fashion, as well as the PlantBottle. ...Read the whole story >>
by Karl Greenberg
"This represents a significant opportunity for advertisers to leverage the increase in ad attention with relevant ads, which don't have to be strictly for sports gear or sports-relevant products. [Uber fans] are interested in groceries/food/beverage, home goods, pet care supplies, clothing, books, music and electronics." ...Read the whole story >>
by Aaron Baar
In order to stand out and maintain popularity on the best-selling or most-downloaded lists, App developers will have to move to a free or advertiser-supported model, says ABI's Mark Beccue. "What I project is that free apps are going to dominate over time because of their potential use as a marketing application." ...Read the whole story >>

Sphere: Related Content

Get Real

Techno-bable is stupid.

You have to be REAL.

Instead of trying to impress someone with BIG words, use words your customers will understand. explains:

Bored to Death

If it's late at night and you can't get to sleep, try reading this tag line—it just might work better than a sleeping pill: "Combining the strategy, business processes, implementation, and technical support skills of a CRM systems integrator with the data management, analytic, and marketing skills of a database marketing service provider to deliver and operate closed-loop marketing and sales environment."

Ann Handley, bored senseless by the ponderous copy, created a facetious multiple-choice quiz daring Daily Fix readers to decipher what the company actually does:

  1. Something with technology.
  2. Something with marketing.
  3. It helps marketing and sales organizations more effectively work together.
  4. I have no idea, but does it involve dwarfs?
  5. Zzz... sorry, were you talking to me?

She provides the correct response—C—but assumes the thoughts of some readers might have lingered on the milquetoast tag line. "[M]aybe, instead of picking an answer," she notes, "you felt a little shock of recognition, because your own web site or blog or email copy is just as lifeless? Incomprehensible? Completely comatose?"

The Po!nt: Treat each component of your company's online marketing as an opportunity to tell a great story that leaves readers wanting more.

Source: MarketingProfs. Click here for the full article.

Sphere: Related Content

Seth's iPad Lessons

from his blog this week:

Secrets of the biggest selling launch ever

Apple reports that on the first day they sold more than $150,000,000 worth of iPads. I can't think of a product or movie or any other launch that has ever come close to generating that much direct revenue.

Are their tactics are reserved for giant consumer fads? I don't think so. In fact, they work even better for smaller gigs and more focused markets.

  1. Earn a permission asset. Over 25 years, Apple has earned the privilege of delivering anticipated, personal and relevant messages to their tribe. They can get the word out about a new product without a lot of money because one by one, they've signed people up. They didn't sell 300,000 iPads in one day, they sold them over a few decades.
  2. Don't try to please everyone. There are countless people who don't want one, haven't heard of one or actively hate it. So what? (Please don't gloss over this one just because it's short. In fact, it's the biggest challenge on this list).
  3. Make a product worth talking about. Sounds obvious. If it's so obvious, then why don't the other big companies ship stuff like this? Most of them are paralyzed going to meetings where they sand off the rough edges.
  4. Make it easy for people to talk about you. Steve doesn't have a blog. He doesn't tweet and you can't friend him on Facebook. That's okay. The tribe loves to talk, and the iPad gave them something to talk about.
  5. Build a platform for others to play in. Not just your users, but for people who want to reach your users.
  6. Create a culture of wonder. Microsoft certainly has the engineers, the developers and the money to launch this. So why did they do the Zune instead? Because they never did the hard cultural work of creating the internal expectation that shipping products like this is possible and important.
  7. Be willing to fail. Bold bets succeed--and sometimes they don't. Is that okay with you? Launching the iPad had to be even more frightening than launching a book...
  8. Give the tribe a badge. The cool thing about marketing the iPad is that it's a visible symbol, a uniform. If you have one in the office on Monday, you were announcing your membership. And if it says, "sent from my iPad" on the bottom of your emails...
  9. Don't give up so easy. Apple clearly a faced a technical dip in creating this product... they worked on it for more than a dozen years. Most people would have given up long ago.
  10. Don't worry so much about conventional wisdom. The iPad is a closed system (not like the web) because so many Apple users like closed systems.

And the one thing I'd caution you about:

  1. Don't worry so much about having a big launch day. It looks good in the newspaper, but almost every successful brand or product (Nike, JetBlue, Starbucks, IBM...) didn't start that way.

A few things that will make it work even better going forward:

  1. Create a product that works better when your friends have one too. Some things (like a Costco membership or even email) fit into that category, because if more people join, the prices will go down or access will go up. Others (like the unlisted number to a great hot restaurant) don't.
  2. Make it cheap enough or powerful enough that organizations buy a lot at a time. To give away. To use as a tool.
  3. Change the home screen so I can see more than twenty apps at a time (sorry, that was just me.)
As promised, the folks at Vook made their deadline and were ready on launch day. It's early days, but it's pretty clear to me that the way authors with ideas will share them is going to change pretty radically, just as the iPad demonstrates that the way people interact with the web is going to keep changing as well.

Sphere: Related Content

10 Sales Basics

from Steve Clark:

10 Sales Basics

Even if you think you’re well versed in the selling basics, it’s important to keep your skills razor sharp. Sales fundamentals like listening and asking questions may make the difference between winning and losing, so don’t assume that a refresher course in the basics is beneath your level of expertise. These 10 reminders will keep your skills polished and form a strong selling foundation for career-long success.

1. Listen intently. The 80/20 rule bears repeating: Spend 80 percent of your time listening, and only 20 percent talking. You’re there to serve your customer’s needs, but you won’t be able to if you don’t stop talking long enough to uncover them. Ask a lot of questions, and take notes on the answers to force you to listen carefully and help ensure that you remember important points of the conversation. Sit on the edge of your seat, and be fascinated by what your prospects have to say – a big sale may be riding on every word.

2. Ask questions first, present later. Make sure you understand their needs, wants, expectations and feelings 100 percent so that your presentation hits all of their hot buttons. Ask questions first to ensure that you don’t share all your good news on page one – it may help build your prospect’s trust by showing them that their needs come before your desire to sell to them.

3. Uncover needs – don’t presume them. Just as no competent doctor prescribes treatment before thoroughly examining a patient, you should let your prospects tell you what they need instead of assuming that you already know. Should you make product or service recommendations without consulting them, they may question your competence and intentions. Remember – your prospects know themselves and their businesses best. Give them a chance to share that knowledge with you to benefit you both.

4. Uncover the budget . Once you and your prospects know how much they can spend, both of you can consider a buying decision more seriously. Assure prospects that you’ll do your best for them regardless of the size of their budget. When you’ve proven your honesty and reliability with a small order, your customers may reward you with more and bigger ones. If your prospect seems uncomfortable discussing money, ask for a ballpark figure, and work from there.

5. Uncover the decision making process.Presentations demand a lot of work and time, so make sure you present to those who can reward your effort with a sale. It may take longer to reach all of the decision makers, but trying to sell to non deciison makers simply wastes time – yours and theirs. Instead of presenting to the wrong people, spend your time building trust with gatekeepers who hold the key to the decision maker’s office and your next sale.

6. Build rapport without going overboard. Salespeople who try too hard to make friends of their prospects may be doing more harm than good. Most prospects want a salesperson who will be an informative industry resource, problem solver and reliable business partner – not a golfing buddy. Stick to impressing prospects with your honesty and expertise instead of your winning personality.

7. Don’t answer unspoken objections. When customers voice concerns, uncover the real issue by asking them why they raised that point. You never know just how much your prospects know about your product, so don’t volunteer information they may perceive as being negative.

8. Customize the sale. We all like to be treated like the special, unique individuals that we are, so tailor your selling style to suit each of your prospects. To keep them happy and comfortable, observe their personality and character closely, then conduct yourself accordingly. The more your customers feel like the center of your attention, the more likely they are to return for more of the VIP treatment.

9. Go with the flow. Few people really like to be sold, and fewer still enjoy being manipulated. Your desire to close a sale is secondary to your customers’ needs – make sure you can really help the prospects you target. When your product or service truly solves a problem, you shouldn’t have to manipulate the buyer into a purchase. The hard sell usually only raises the prospect’s defenses. Instead, take greater control of the sale by turning some of it over to the customer.

10. Have a selling system. Make sure you have a proven system that helps you generate prospects, set appointments, close sales and provide quality, consistent follow-up service. When problems arise, your system will simplify diagnosing and treating them.

Good Selling

Steve Clark

PS Want to know “How to Hire a Sales Super Star”

Sphere: Related Content

Thursday, April 08, 2010

Thursday Night Marketing News from Mediapost

Wow, Thursday already....

by Karlene Lukovitz
The tongue-in-cheek campaign plays on the name for decidedly suggestive, risqué effect. In one print ad, a "chic snow bunny" character in a pink ski vest holding a matching Effen cocktail declares: "Nothing warms me up like Effen by the fire." In another, a curvaceous flight attendant points out that "There's nothing more satisfying than Effen on a plane." ...Read the whole story >>
Financial Services
by Karl Greenberg
When the program began, it was available only as part of the Blue Sky travel rewards card; every other partner in the program is a travel or hospitality company. A spokesperson says Dunkin' Donuts is the first of new partners that will extend the theme beyond travel. "We are exploring other partners," she says. ...Read the whole story >>
by Karl Greenberg
The new campaign with a new tag-line, "I'm in. We're in," launched Wednesday. Next up this week will be 11 parties, one in each of New York's five boroughs and three in Manhattan for runners who got the lottery nod and their friends. "The goal is to have marketing campaigns in each phase and get those campaigns monetized," says New York Road Runners' Ann Wells Crandall. ...Read the whole story >>
by Aaron Baar
In addition to the television commercials, which will run on male-oriented programming and networks such as Comedy Central and FX, the brewer will be running radio, digital and out-of-home ads. Keystone Light will also add content to its Facebook page and the video Web site Funny or Die. ...Read the whole story >>
by Tanya Irwin
"Under new ownership for nearly three years now, the National brand is reclaiming its place as premiere service provider for the business renter," says Enterprise Holdings' Pat Farrell. "This campaign highlights several of our latest accomplishments and how the National brand is flourishing." ...Read the whole story >>

Sphere: Related Content

Another Reason the Web is Winning

Bad salespeople in retail outlets.

15 years ago my Mom didn't trust ordering online. She would rather give her credit card number to someone over the phone at Sears.

Look at what's happening now in this story from Mediapost:

Annoyed With Retail Service, Women Are Buying Their Clothes Online
For years I've heard stories from Boomer women about their dissatisfaction with clothes shopping. They can't find stores that understand their taste; they seek more privacy than many stores offer; and they are sick and tired of being ignored by salespeople who don't understand how much money they have to spend.

The Internet, which lets this Boomer woman overcome so many other obstacles the marketplace presents her, now clearly answers her clothing needs as well.

We saw the impact of these trends in a recent survey we conducted, where over 600 smart, successful women 50+ helped us understand their clothes-shopping habits.

The results held two big surprises, the first of which was the degree to which Vibrant Women 50+ have already shifted their clothes shopping online. Thirteen percent buy clothes ONLY online, while 2 out of 3 do at least some of their clothes shopping there.

The second surprise was the degree to which their complaints about bricks-and-mortar shopping are based in the bad retail service they receive. Eighty-four percent of the respondents described retail salespeople as indifferent, inexperienced, invisible or outright rude. Only 16% find sales associates well-trained and helpful.

Why does this matter? Primarily because the Boomer Woman is such an important fashion consumer, and designers, retailers and marketers are failing to badly to engage the fastest-growing, richest demographic among their customer base.

Forty-seven percent of our survey respondents confirmed that they buy clothes "whenever I am in the mood," and only 11% said they shop only during major sales.

In a recession, these shoppers offer a lifeline to department stores, boutiques, and websites. Bricks-and-mortar retailers need to invest more in training sales associates to meet their needs. (Chico's had a long run of success because it was the only mall-based retailer that did so.)

And websites need to ask Boomer women what features and products make them a preferred destination (they could do a lot worse than copying the successes of sites like and

When we asked them what designer and stores meet their needs, there were no clear winners, with the most votes going to brands with the biggest consumer presence (Macy's, Nordstrom, Liz Claiborne, Jones New York). These women are shopping, but rarely happily, and the suffering U.S. fashion industry has its biggest growth opportunity in meeting their needs.

And we didn't even ask them about shoes!

Stephen Reily is Vibrant Nation's CEO, an entrepreneur, marketing expert and Flash Forward Blogger. is an online community for the fast-growing demographic of smart and successful women over 50. Reach him here.

Sphere: Related Content

New Ad Campaigns

This weeks update from Amy:

Love your Bundle. Drink your milk products. Throw a no-mess virtual pie. Let's launch!

Old Spice wrangled in Terry Crews to portray an odor blocker, similar to that found in Old Spice's Odor Blocker Body Wash. Crews yells loudly about odor-blocking powers in "Flex," comparing the strength of Old Spice to his well-chiseled body. Then his right bicep sprouts an arm and his abs talk. I am not making this up. See it here. In "Zoom," we take a visit to the inner layers of Crews' armpits, a land where B.O. cannot be found. Unlike his counterpart, who rides a horse backwards, Crews sits atop a tiger... in his bathroom. Watch it here. Odor is punched, kicked and slapped away in "Blocker." Crews closes the ad by flexing his pecs. I am impressed. See it here. There's more pec-flexing and punching in another ad, seen here. A man doubts the odor blocking abilities of Old Spice in "Punch," where he learns his lesson, via the long arm of Crews. Lastly, Old Spice can both turn off the "Sun" and create two providers of warmth in the final ad, seen here. So much yelling. Wieden+Kennedy Portland created the campaign.

"Truth has a taste." And that taste is Toddy, a powdered chocolate milk drink popular in Brazil. Each ad illustrates how the character is really feeling, regardless of how harsh and hurtful. Then, we see each character express a more acceptable public reaction. Following their date, two teenagers discuss the movie they watched in "Cinema." The young man hated his date more than the movie, complaining about the film, having to buy popcorn and leaving without a kiss. Then the light bulb clicks in his head and when asked about the movie, he replies accordingly. See it here. A student arrives late to class, explaining to his "Professor" that he had a fun night with a bevy of blondes, implying that his teacher couldn't relate to the scenario. In reality, the kid admits to oversleeping. Watch it here. A teenage girl belittles her crush for buying her a teddy bear in "Gift." She even rips the bear's head off, before faking her gratitude in take two. "There are things you would love to say and you don't," closes the ad, seen here. StrawberryFrog Brasil created the campaign.

The California Milk Processor Board launched a series of TV ads that take place in "Mootopia," a fictional world where milk constantly flows and residents live seemingly perfect lives. Bring back "Aaron Burr." Two women sip milk from a pond in "Gorgeous Hair." Both begin squinting their eyes because each woman's shiny hair is blinding the other. Looks like everything is not perfect in Mootopia. See the ad here, created by Goodby, Silverstein & Partners.

Nike launched a viral ad for "Mercurial Vapor Superfly II," a football boot equipped with Nike SENSE adaptive traction technology studs. In layman's terms, studs can extend and retract depending on ground conditions and pressure applied by the wearer. This helps maintain a fast speed regardless of weather conditions. The viral stars FC Barcelona's Zlatan Ibrahimovic as he maneuvers across a mechanical soccer field that challenges his reflexes to an extraordinary degree. He glides past oncoming defenders, as weather and field conditions change. "Rewrite The Rules of Speed," closes the ad following a goal by Zlatan. Watch the ad here, created by Wieden+Kennedy Amsterdam.

FairPoint launched its latest "Love Your Bundle" spot. And how could you not love the furry little creature that illustrates the company's bundled phone, Internet and TV offerings. A husband and wife are spending time with "bundle" in their living room, adorned with bowling trophies. Bundle came with a $100 gift card, meaning the couple can buy something they love... like a bowling ball called the Dragon Eye 5000. Watch the ad here, created by VIA.

Newport Beach Film Festival launched two TV, online and theatre ads promoting its April 22-29 festival. "Drama" begins with two kids playing with action figures. Behind them, two boys throw water balloons at each other. Following them are a soldier and gang member shooting at one another. The ad closes with an airborne artillery attack and the tagline, "where stories make it big." See it here. "Romance," set to "Busby Berkeley Dreams," by the Magnetic Fields, starts off innocently and turns risqué fast. Don't expect to see this on TV. A young couple is standing next to one another with pinky fingers interlocked. Each person moves through a series of romantic exchanges that include a woman wearing a mask, women wearing only lingerie and a bridal veil, a cowboy and quite the fetish scene. Watch it here. RPA created the ads and the media buy was handled in-house.

Birkenstock is launching a spring/summer print ad campaign in Redbook, Shape, Yoga Journal, Marie Claire, Ready Made, More, Budget Travel and Men's Journal. Creative promotes the brand's Gizeh sandal, now available in new colors. The ads are colorful and basic, with backgrounds matching the new Gizeh colors. See them here and here, created by Duncan/Channon.

Brunner created an email campaign for Lucky Leaf pie fillings that allows users to throw a virtual pie at friends. In addition to throwing a pie at someone's screen, senders can select one of four recipes to attach: Laura's Blue Ribbon Caramel Apple Pie, Pam's Easy Blueberry Shortbread, Cherry Chocotinis and Why Go Out Strawberry Peanut Butter Pie.

Random iPhone App of the week: AAMCO released iGAAUGE, an app that gives customers access to diagnostic tools and up-to-the-mile maintenance information. The app stores a car's maintenance schedule, troubleshoots car issues, provides traffic updates, locates the nearest gas station, and offers exclusive AAMCO coupons. The diagnostic tool walks drivers through various questions to help identify the cause of dashboard indicator lights and unusual sounds. A traffic finder tool helps identify traffic trouble spots and delays. The app can be downloaded for free from the App Store.

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

Sphere: Related Content

Tiger Tales

When I read this last night, I knew I had to share it ASAP...

From Jim Meisenheimer:

Tiger's Dilemma

Tiger Woods is the world's number one golfer.

What can you say - this guy is really good at the game
of golf.

He's also a master at the game of business having earned
over $1 billion by the age of 34.

What he's not so good at is managing his personal life.
I'm not a judge, just an observer.

What was he thinking - well he probably wasn't thinking!

What was he doing - I don't want to know.

This week Tiger's playing at the Masters in Augusta
Georgia. I hope he does well. Actually I even hope he
wins. It'll be good for him and it'll be very good for
the game of golf.

Are you paying enough attention to your family? It's
never too late to take you family off the back burner
of your life. They deserve better than that.

I've written about Tiger Woods before, in fact I'm
releasing a new e-book this week titled No-brainer
Sales Tips Volume I
, which includes two different
chapters about Tiger Woods.

He's a great golfer and a human being who has made a
lot of mistakes in his life.

Personally, I can relate to the second half of that
description, the part about making lots of mistakes.

He's been to the top of the mountain and has seen
the valley of shame and only time will determine if
he's able to put his personal life back on the right
track. Personally, I hope he does!

But there are some lessons to be learned from Tiger's

-- Well, the more you have the more you can lose.

-- Real character is what you're doing when you think
no one is looking.

-- Gargantuan mistakes are tough to undo.

-- Families are fragile and brittle.

-- Everything in moderation - where have I heard that
one before?

-- Second chances can take a lifetime of effort.

-- Be the best you can be, but not at the expense of
your family.

-- The lessons learned in a lifetime are a little like
a double edge razor. By observing people and how they
behave you can learn what to do and what not to do.

Thanks Tiger for teaching me a thing or two about the
juggling act between my work and my life.

No matter what he's doing on the golf course or off,
everybody will be watching to see if he's doing what's
right every day.

Better him than me because I couldn't take that kind
of pressure.

Will you be watching the Masters this weekend?

I know I will.

Sales tip - always do what's right in your life and
your business. The older you get the more a guilty
conscience weighs.

Introducing -
Sales Training Webinars

I will soon be launching sales training webinars for
entrepreneurs and profesional salespeople.

Please help me decide what time of day I should offer
these Webinars.

Use this link to answer one real quick question.

See my Blog here:

Twitter me here:

Facebook link:

Jim Meisenheimer. 13506 Blythefield. Lakewood Ranch. FL. 34202

Sphere: Related Content

Wednesday, April 07, 2010

Wednesday Night Marketing News from Mediapost

from my email to your eyeballs:

by Aaron Baar
EA Sports will not have a presence during television coverage of the Masters tournament. Instead, the company will rely more on online strategies, such as tapping into its sizable registered-gamer database, and using search marketing and social media (including Facebook Connect for virtual golfers to tout their scores). ...Read the whole story >>
by Karl Greenberg
Ads will run on Six Flags media across its theme parks, including Six Flags TV, Jumbotrons, and menu board TV. The partnership includes ride domination in five parks, where certain rides, principally roller coasters, will be "wrapped" in "Karate Kid"-themed branding. ...Read the whole story >>
by Sarah Mahoney
"The goal of the campaign is to change consumer behavior and get them thinking about Ace for everything for their home," Christopher Boniface, a spokesman for the company, tells Marketing Daily. "These ads will remind these shoppers how Ace is different from those big box stores, and what we can offer instead." ...Read the whole story >>
Financial Services
by Tanya Irwin
Social media and PR are being used to promote the tour, says Todd Lieman, founder and co-president of Skadaddle Media, which created the campaign. "Last year we discovered that the moments and the tour resonate well in the social media space with bloggers, Twitter and Facebook, and we received millions of impressions as a result." ...Read the whole story >>
by Karl Greenberg
"We believe that this new black, urban mindset is about harnessing social capital," says Alloy Access' Andre Pinard. "It's the notion that social currency relates to the size of your network." He said the symbolic battle between 50 Cent and Kanye West shows how "black and male" has changed. "The person who walked away as victor was Kanye, not 50 Cent, as one might have expected." ...Read the whole story >>

Sphere: Related Content

Better than Follow the Leader

is to be a leader...

from Drew:

Be a game changer like Keurig and the iPad

Posted: 04 Apr 2010 05:41 PM PDT

Keurig_drewmclellan Every once in awhile, someone comes along and instead of just adding to the existing industry or category -- they literally change it.

In fact, they change the entire game. They re-invent the way we think. They create a want or need where we hadn't even imagined one to be. They spark spin off products and offerings -- from their own company or others.

Let's look at a of couple game changers and see what makes them so revolutionary.

Keurig's Coffee Maker: This amazing little device has completely shaken up the in home/office coffee making experience. Let's look at the problems it solves:

  • I make a pot of coffee but have to keep reheating it throughout the day so I can have a hot cup when I want it
  • I make a pot of coffee but almost always end of throwing away most of it
  • I want to enjoy a variety of coffee flavors but I don't want to buy a full bag or can of each flavor
  • Sometimes I want hot tea or hot chocolate and can't make either in my coffee maker

Now... this little device has not only answered all of those concerns but it's also launched all kinds of new products (K-cups, display holders for the cups, a carrying case for traveling with your keurig coffee maker, water filters, etc. )

Ipad_drewmclellan Apple's iPad: Like about half a million other people, I spent a fair amount of time this weekend playing with my new iPad. I'm not going blather on about the coolness factor (although it is incredibly cool) but instead let's look at how this product is going to change our worlds.

The iPad is a computer, for all intents and purposes. And it's going to change the fundamentals of how we expect to interact with our computers from this point forward.

  • Kiss your mouse goodbye. We're all going to want to be able to just intuitively touch our screen and move files, re-size photos, click on items and scroll through multiple pages.
  • Want to see that PDF in landscape mode? Prefer to look at that photo vertically? Just grab your "computer" and turn it and watch what's on your screen rotate to accommodate you.
  • Want all of your entertainment completely mobile, with high resolution, great sound and full functionality? Now you can carry your movies (buy or rent), music, books and games. With lightening fast speed and impressive graphic capabilities -- you're all set.

The iPad has been out for less than 48 hours and the accessories are already starting to fly off the shelves. Cases, keyboards, cords that connect cameras, screen protectors etc. I can't even imagine the apps that will be developed in the next few weeks and months.

Companies like Netflix, Amazon and many others are already re-tooling their offerings for the iPad, just like they did for the iPod.

But what about us? Of course...this needs to loop back around to you and me. Our companies aren't Apple. We probably don't have a huge development team working in the lab. So how can we be game changers?

If you look at the lists generated by the two game changers above, you'll see some common themes.

  • Both identified "annoyances" that everyone else dismissed as being "just the way it is"
  • Both looked at shifts in our daily life patterns and recognized a before non-existent opportunity
  • Both took time to observe and hear "I wish I could..." wants and figured out how to make them so convenient that they quickly became needs

What if you surveyed your best customers and asked these questions:

  • What are the three most annoying aspects of selling your house? (substitute your business appropriately)
  • Complete this sentence: When it comes to selling my house, I wish I could.... (again, substitute accordingly)

While you're waiting for their answers, ask yourself how your customers' lives have changed in the past 5 years. What do they do differently? What doesn't they do anymore? What are they doing now that they never used to do?

Take your thoughts....and combine them with your survey results. I'm betting in the jumble of truths are some ideas worth pursuing. Ideas that could be your game changer!

Sphere: Related Content

What is Your Name?

I admit, that ScLoHo is an unconventional name.

I designed it to be different.

And unique.

See, my birthname, Scott Howard, is more common that I ever imagined.

So I created a name, using the first two letters of my first, middle and last names.

What about the name of your business, your product, your service? shared these thoughts on names:

6 Secrets to Creating a Positively Remarkable Brand Name

Posted: 01 Oct 2009 07:10 PM PDT

A Great Product with a Terrible Name Will Sink. A Great Product with Terrific Name Will Soar.

setster home  page Think Google. Think Bing. Think Kleenex. Think Nike. But most of all think carefully before you attach that all-important brand name to your shiny new product.

That’s the essential advice from Caitlin Randolph of in this guest post. BrandBucket teaches companies how to build new brands with a bang by choosing just the right name.

6 Keys to Turning a Terrific Idea into a Successful Product by Leveraging Just the Right Brand Name.

For many start ups, naming a new business or product is even harder than coming up with the perfect name for your firstborn child. By the time your idea is ready to become a product you may find yourself in desperate need of a great brand name. But you may also find yourself a bit too close to your baby to give it the perfect brand name.

We know how hard and how important it is to develop that name so let us shine some new light on the naming of your future brand.

An idea in Need of a Name

In April 2008, Edward, a young entrepreneur needed a unique, meaningful, and memorable brand name for his ready-to-launch product. He had created a scheduling service/widget that makes life exponentially easier for the thousand of professionals who need daily help booking appointments. His challenge was to create a name that was both out of the ordinary and easy to remember.

Here are the lessons you can learn from the steps he took and the missteps he avoided in developing his brand name.

  1. Don’t pick a common industry or category keyword name. This is the most common branding blunder. Many people have in mind an industry based domain that defines their start up. Common keywords can limit future expansion, not to mention the insane waiting list and price for a name like Edward needed to avoid names like "Simple Scheduling", "Advanced Appointments", or "Book Now" for the scheduling service. These keyword names initially seem helpful and self explanatory but are not only boring and generic, but may also limit future expansion. Instead of the obvious, we came up with The name Setster when broken down has ’set’ and ’ster’ – ‘set’ implies stability, finishing, and putting anything into place. And, ‘ster’ refers to one that does such actions. now defines the product and sets a tone more memorably than a keyword could.
  2. Pick an available .com domain for your brand name. Why? Today, your web address is more important than your brick and mortar address. Avoid the nightmare of building a foundation on a name only to have your .com dreams crumble into a pile of disappointment at the only available .org. Although the lack of a .com address may not spell disaster, .net and .org lack the online clout you need.
  3. Pay careful attention to your word components. In terms of length, the shorter the better. If directory listings will be critical, keep alphabetical order in mind. Choosing the right word parts will bring intuitive meaning to your brand name. These technical details are what gives the name its look, tone, and memorability. Giving your brand a short yet familiar sounding name will make it memorable. The parts of the word are what gives the unique name a strong connotation that relates to implicit benefits or positive outcomes. Using familiar pieces of a word allows you to avoid standard keywords. For example, ’sym’ or ’syn’ when attached to the beginning of a word will automatically make prospects think of togetherness and collaboration. The name and are perfect examples; they have a strong connotation while still being a unique word and name. Use classic roots of words and good old Latin as you brainstorm the creation of your name.
  4. Make your name memorable in a positive way, even if it doesn’t have an obvious connection to your product’s functionality. Names like Google and Bing are memorable because they are short and roll off of the tongue nicely, even though they have no obvious intrinsic product connection. Google’s name came from a spelling error of the word googol and is a sound effect. Neither really imply what the business does. But, now we can’t get them out of our minds. Even better, Google has become a verb.
    If your name is easy to say, to spell, and to remember without sounding silly, your customers will happily spread the word for you all over the net and into the real world. You don’t have to spell your new word/name a specific way but spell it how it naturally ends up – misses their ‘e’ but we don’t need it.
  5. Pick a name that will retain meaning as you grow and evolve. Southwest Airlines began with a perfect name for its initial Texas route structure. Now it flies all over so the name itself no longer fits. Edward’s scheduling service, Setster, has developed into more than just a ‘book now’ service, but hasn’t outgrown its brand. Make sure that your name will allow you to expand beyond your initial market without needing to consider a painful rebranding.
  6. Be careful of trademark conflicts, even if the domain you covet is available. Find out if anyone has staked a claim over the name. Searching for the .com first often helps speed up the trademark process. You should avoid any conflict with an existing trademark to avoid expensive future legal issues.

These six elements give you the keys to creating a memorable, meaningful, and long-lasting name. They add up to powerful brandability that will accelerate your product take off and develop even more strength over time.

Want to know how your name ideas stack up on brandability? Use our handy tool to grade your web-based brand name.

For those of you who want to know how your current or future names rate in terms of brandability, we can help you score your domain mathematically. Visit us at:

Summing up: Your brand name can make all the difference in transforming your big idea into a huge success. Use our 6 secrets to tap into your creative side. Don’t be afraid to be bold and inventive. Naming is the first step in branding. So make that first step a big strong leap.

Note from Newt: If you are like a number of my clients and could really benefit from easy online scheduling and related functionality, be sure to check out, which can now help you with booking, payments, and e-commerce transactions. Their software now also works collaboratively with Quickbooks and Freshbook.

Needless to say, you’ll be able to learn even more about branding issues from Caitlin and the team at BrandBucket. Give them a visit, too.

Sphere: Related Content