Thursday Night Marketing News from Mediapost

Click and Read, you know the drill:

Restaurants

Subway Positions As Athletes' Training Choice

by Karlene Lukovitz

Subway's latest marketing efforts, tied into the ING New York City Marathon, feature longtime Subway spokesperson Jared Fogle in a new context: Inspiring amateur athlete, via Fogle's participation in this year's race. ...Read the whole story >>

Automotive

Automakers Talk To Municipalities, Consumers About Electric Cars

by Karl Greenberg

Sparks are flying as several automakers are trying to generate interest in electric cars via deals with municipalities. Automakers including Toyota, Ford, Chevrolet and Nissan are also launching consumer test runs. ...Read the whole story >>

Technology

Polaroid Focuses On User Content Sharing

by Aaron Baar

For nearly 75 years, Polaroid has asserted itself as an enabler of creativity (even if that creativity was simply capturing moments as they happened in the pre-digital age). The company is launching an online initiative to continue fostering that creativity via a new marketing platform, "Made In Polaroid." ...Read the whole story >>

Retail

Thermador Rebranding Largest To Date

by Karl Greenberg

Premium kitchen major appliance brand Thermador is in the midst of the largest marketing campaign in its history. The campaign will gear up this quarter and expand further next year with national print, outdoor, retail and digital/online advertising, and perhaps TV. ...Read the whole story >>

Entertainment

Sirius XM Plans For Growth, Despite Competition

by Erik Sass

Satellite radio is facing growing competition from Internet radio and other kinds of digital audio, including MP3 players and iPods. However, Sirius XM CEO Mel Karmazin unveiled plans for a number of new initiatives to expand satellite radio's reach and appeal. ...Read the whole story >>

Aflac's Charney Takes CMO Job At Progressive

Smart Plans Five Door Car In U.S.

Rihanna In New Kodak Campaign

Chipotle Rewards 'Horrible Food' Costumes

Lincoln, Delta, Brooks Brothers, Support Annual Regatta

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New Ad Campaigns

Our weekly update from Amy:

Parenting is a joyride. Matador trades his cape for luggage. Hockey season. Let's launch!

Another season of baseball has come to an end. My Mets, once again, stink, leaving me searching for someone to root for during the post-season. Thankfully, the National Hockey League launched an ad campaign this week, allowing me to educate myself about the sport, its players and upcoming season. The "Five Questions Will Become Answers" campaign launched Friday on NHL Network. Players practice rigorous off-ice training exercises while two sports analysts provide running commentary. Every ad poses a question that can only be answered on the ice. Montreal Canadiens player Mike Cammalleri is shown flipping a huge tire, similar to those seen on "World's Strongest Man" as commentators ask, "did the Canadiens just get hot at the right time, or are they really that good?" See it here. Washington Capitals captain Alex Ovechkin is a determined man. Just look in his eyes as he snaps two tabata ropes while commentators wonder if his team can handle the playoffs. Watch it here. Sidney Crosby of the Penguins throws a heavy medicine ball while balancing on a piece of wood atop a moving metal pipe. See it here. Analysts wonder if Buffalo is a Stanley Cup contender while goalie Ryan Miller rapidly bounces tennis balls off a wall. Watch it here. Jonathan Toews of the Chicago Blackhawks squats with weight on his shoulders and mind as analysts wonder if his team can win the Stanley Cup a second straight year. See it here. Young & Rubicam created the campaign.

One minute I've never heard of Alex Ovechkin and the next, he's starring in another ad campaign -- this time for Reebok CCM U+ Crazy Light skate. In actuality, it's just his head that appears in the ad. And so close to Halloween -- how appropriate. A kid opens his "Locker" and finds the head of Ovechin on the top shelf, asking if he bought U+ Crazy Light skates. The student obliges, prompting Ovechin to declare "soon the championship will be ours," as he manically laughs, showing a gap where a front tooth once lived. See it here. Cramer-Krasselt Milwaukee created the campaign and Carat handled the media buy.

Nike encourages runners to "run unleashed" in a spot for its LunarGlide+ 2 shoes, airing online and in-store. The feet of eight runners wearing LunarGlide+ 2 shoes are followed closely through an outdoor run. As each CG shoe hits the ground in "Dynamic Support Run Unleashed," different colors of light expel from the soles, illustrating each runner's stride pattern. See the ad here, created by Nike Brand Design Media and Hinge Digital.

Apple Auto Glass ensures drivers are safe following a visit to repair a cracked windshield. The company rates its seriousness about safety alongside those who are obsessed with safety in all aspects of life. A safety-conscious father reads safety manuals on cutting grass, so naturally he gives his daughter a blanket and can of navy beans to store in the car for emergencies. And he gets the crack in his windshield repaired. Watch it here. A germaphobic mother uses a retinal scan to unlock knives, hides cleaning supplies behind paintings and forces her cat to wear a surgical mask. Don't be surprised when she gets her cracked windshield replaced. See it here. JAN Kelley Marketing created the campaign, directed by Matthew Swanson of Sons and Daughters, Toronto.

EA Sports FIFA11 launched "We Are 11," a global two-minute video that celebrates the excitement and competitive spirit experienced while playing the football game by yourself or against additional players. Anywhere from 1, 3, 5, 7, or 9 gamers can play the game together. The ad shows footballer Wayne Rooney entering an empty stadium to play a video version of himself. The stadium quickly becomes packed with fans, gamers, and footballers readying for the virtual games of their lives. Regardless of how many gamers are playing, the magic number is 11. Watch the ad here, created by Wieden+Kennedy Amsterdam.

I've always thought of maneuvering through airports with luggage in tow as a workout, but never a bullfight. Samsonite launched a TV ad for its Spinners brand of luggage where a real-life matador trades in his colorful cape for some spinning luggage. Matador Christian Aparicio stares down a bull, puts his luggage handle in the upright position and awaits the beast. Once the bull is near, Aparicio turns his handle, spinning all luggage wheels away from the bull. Victory? Did he make his flight? So many unanswered questions. See the ad here, created by Connelly Partners and produced by Moxie and Superfad.

Parenting is an emotional roller coaster; Huggies transforms parenthood into a carnival in "Love the Joy Ride." A mother rides a roller coaster with her child, who calms her fear of sitting in the front seat. Carnival games include "Cave of Courage," where a dad looks more traumatized than his son, "Up all nighter," "Feed the baby" and "Kissing booth," where parents can snuggle with their babies. Watch the ad here, created by Ogilvy Johannesburg, produced by Stink London and directed by Christian Bevilacqua.

StackMeUp.com is a Web site that allows visitors to privately compare information about themselves with others across the country to determine how they stack up. Users can compare subjects like income ("Am I making enough money for my age?"), real estate values, health, sex statistics, education, athletic performance and IQ ("Are my kids really that smart?"). There is also social community that allows people to connect via shared interests. Looney Advertising created the site.

Random App of the week: AKQA and Fiat created eco:Drive Fleet, a free desktop app that enables fleet managers to help Fiat drivers cut down on fuel consumption, reduce CO₂ emissions and save money on fuel costs. Here's how it works: A driver's in-car telemetry data is transferred from a Fiat to a computer via USB stick and Fiat's Blue&Me technology. The app analyzes the driver's acceleration, deceleration, gear changes and speed, awarding a mark out of 100 according to how well they drove. Step-by-step tutorials help drivers improve their score by using information from rides to offer advice on how to improve their driving style.

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

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Stand Up

from my email:

Daily Sales Tip: Don't Be Bullied

Stand up to bullies, even when they're your customers.

Some customers just don't deserve your business; they end up costing you more in time and resources than they give back in business and profits.

If you have customers who are bullies, confront them. If you can't win with the bully because they're their own worst enemy, or because their values are so out of sync with your own, walk away and invest your time on customers who appreciate the value you can bring to them.

Source: Sales trainer/motivational coach Paul Cherry

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Wednesday Night Marketing News from Mediapost

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Financial Services

Amex Shows How 'Change' Works For It

by Nina Lentini

Mark Neirick, VP/GM of prepaid interactive with Amex, told attendees at Tuesday's MediaPost Communications event, "Change: The Digital Transformation Summit," that consumers who were exposed to both general awareness efforts and targeted efforts "responded more highly than those exposed only to one funnel." ...Read the whole story >>

Technology

New HP Marketing SVP Says It's All About The Connection

by Karl Greenberg

Richard Gerstein, HP marketing SVP, sees the future of HP in its ability to make machines and applications that let people connect to the cloud, and to their other devices quickly and efficiently. ...Read the whole story >>

Beverages

Smirnoff Creates Own Reality TV Show

by Karlene Lukovitz

Exemplifying both greater focus on multicultural marketing and spirit makers' increasing propensity to create their own television content, Diageo's Smirnoff is launching a brand-produced reality show targeted primarily to African-Americans. ...Read the whole story >>

Automotive

Honda Supports 'Dreams' With Social Media

by Karl Greenberg

Honda is launching a month-long social media campaign designed to drive people to its online corporate documentary series, "Dream the Impossible" on Dreams.Honda.com. The program brings bloggers into the mix at Honda's Facebook page and invites public participation in a forum-style setup. ...Read the whole story >>

Entertainment

EA Viral Campaign Features Suns' Nash

by Aaron Baar

Steve Nash is known to many as a star basketball player. But apparently, he wants to be known for more. In a new viral campaign for EA Sports, Nash -- point guard for the Phoenix Suns -- demonstrates his desire to become part of EA's Pro Player Challenge, a gaming tournament featuring soccer stars from around the world.

Read the whole story >>

Retail

Retail Group Forecasts 2.3% Rise In Holiday Sales

by Sarah Mahoney

The National Retail Federation is predicting that retail sales will climb 2.3% this holiday season, coming in at $447.1 billion. And while that's a snowflake or two below the 2.5% annual average over the last 10 years, it's a welcome prediction for retailers, still smarting from the last two seasons. ...Read the whole story >>

Retail

Salvation Army Steps Up Drive For Cast-Offs

by Sarah Mahoney

California's struggling economy has cut into donations to the Salvation Army, so it's launched a new campaign to increase awareness and boost in-kind donations to its thrift stores. Aimed at middle-class families who might feel unable to make a cash donation, ads stress how easy it is to donate goods. ...Read the whole story >>

Taco Del Mar, Dr Pepper Co-Sponsor Contest

Coach, Luxottica Make Deal On Shades

NPD: iPad Not Cutting Into PC Sales

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The Radio Report

Despite what some folks thing is my "overwhelming presence online", I still work full time in the radio business.

Started on-the-air when I was 16, worked full time on the air from 18 to 25, and then moved into the advertising side in my mid- 20's and returned to it in my early 40's.

I've been with the same group of radio stations in Fort Wayne, Indiana since 2003 on the advertising sales and management side of the business.

Everything else, is because of my passion for marketing, advertising, and the creative process which leads us into the internet including the social media stuff like this blog you are reading right now.

Today my noon update is an insiders look at what is going on in the radio business.

Some Answers to Questions About Radio

Andrew Hampp covers Radio, Cable TV and Out-of-Home advertising for Advertising Age. As part of AdAge's Media Marketing Guide 2010, he addresses some frequently-asked questions about Radio.

Who listens to radio these days, anyway? Doesn't everyone use their iPods and iPhones to hear music?

Believe it or not, radio's audience is still growing, with more than 239 million persons ages 12 or older interacting with the medium at least once a week, according to Arbitron's new RADAR 106 report. That's four million more than radio's weekly audience in 2009, a sign that the oldest broadcast medium is still finding new listeners.

In fact, network radio reaches more than 88% of adults 18 to 34, a 3% increase from the previous year, and more than 93% of African-Americans and 96% of Hispanic persons ages 12 or older. Radio's even a bit affluent -- 96% of college graduates ages 25 to 54 with an annual income of $50,000 or more still listen to radio once a week, while 88% of 18-to-49-year-olds with college degrees and an income of $75,000 or higher tune in each week. As for iPods and iPhones, 1 in 4 Americans connect their iPod to a car stereo, while 27% of the country, or 67 million people, listen to online radio every month, according to Edison Research and Arbitron's 2009 Infinite Dial Report.

OK, but do people still buy ads on radio? Doesn't everyone change the dial during ad breaks anyway?

Radio just experienced its largest quarterly revenue gain since 2000, growing 8% to $4.5 billion in second-quarter 2010, according to the Radio Advertising Bureau. The first half of 2010 is now up a combined 6%, the first yearly increases for radio since 2007. Surprisingly, a lot of that growth is driven by national advertisers, who've stayed away from the medium in recent years due to radio's inefficient measurement and buyer-unfriendly planning tools. As leading companies like Clear Channel and CBS Radio continue to integrate sales forces (not to mention bundle buys with outdoor ads for key clients), it's become easier for leading wireless, entertainment, automotive, retail and financial service marketers to place their ads in radio. Plus, people seem to be hearing them -- Arbitron's RADAR 106 report revealed that 190 million persons ages 12 or older heard at least one radio commercial a week. Arbitron's Portable People Meter, introduced in several markets in 2007, finally reached national deployment this past year and has also helped national marketers equate radio to other media on a demographic and average-time-spent basis for the first time.

What about HD Radio? Does anyone listen to that?

Not as much as the radio industry would like you to, but more than you think. Weekly tune-ins vary by market, but the HD audience can be quite high in cities like New York (74.1 share among persons 12 and older), Los Angeles (79.8 share), Chicago (85.9 share) and even St. Louis (84.1 share.) More than 2,000 of the country's 13,000 stations had been converted to HD by August, with more than 1,200 multicast channels. The consumer push to sell costly HD radio players as retail seems to have been shifted to installment deals with automotive manufacturers, with Lincoln, Audi and Kia recently signing up for standard or optional HD radio installations in 2011. Leading HD radio manufacturer iBiquity expects to have 1.2 million devices available in cars, consumer electronics and portable music players by third quarter.

Is online radio a big deal yet?

Online radio has become a solid business in recent months, with SNL Kagan pegging the market to be worth as much as $550 million by year's end. Arbitron and Edison also recently put the weekly online radio audience at 42 million listeners in 2009, up from 33 million in 2008, while ComScore reported that radio was the fastest growing online category during the month of June, with a 34% increase in monthly visitors (48.9 million total.) The growth is thanks in part to developments like Apple's acquisition of Lala; News Corp.'s purchase of iLike.com and Imeem; and the continued growth of leading radio site Pandora, as well as Clear Channel's iHeartRadio and CBS Radio's Last.FM. Yahoo Music and News Corp.'s MySpace Music are also considered big online radio players, while satellite company Sirius XM has made an increased investment in online offerings to paying subscribers. Pandora is still the largest player in the space, recently surpassing the 60 million registered user mark in July due to the continued success of its mobile app as well as its linear ad-supported site.

(Source: Andrew Hampp, in AdAge.com, 09/27/10)

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Which are You?

from Jim Meisenheimer:

Two Types of Salespeople Actually "There are three kinds of salespeople; those who make things happen, those who watch things happen and those who are wondering what happened." You've probably heard that one before. In fact, there are two different types of salespeople and they are very easy to spot. The first type is the improvisor. He seldom prepares, his preferred style, is to take things as they come. He likes to be spontaneous. He usually relies on his instinct and counts on his intuition to carry the day. His days are fun filled and exciting, because he literally treats each sales call as an adventure. He's the Indiana Jones of selling, foot loose and fancy free, whatever that means. The second type is the professional. He also enjoys his work, for different reasons. He anticipates everything, especially the routines and repetitive stuff. He knows the routines which gives him the opportunity to prepare in advance. For example, he handles recurring objections. He knows he'll get them over and over again, so he prepares in advance how he will deal with them. He plays with words, until he creates power phrases that work like magic. Once prepared, he knows that to execute a perfect delivery, he must practice what he's prepared until he nails it. He records his power phrases into a digital recorder and plays them over and over until they are anchored into his subconscious. His sales calls are different because he treats them as opportunities not as adventures. There are two types of salespeople and of course they achieve two different results. Each one follows a pattern, one is unstructured and one isn't. Each can be seen as a formula. One formula gets better selling results than the other. Here they are: I + I = I (Instinct + Intuition = Improvisation) P + P = P (Preparation + Practice = Professionalism) The secret to achieving consistent selling success is that there are no shortcuts, no quickies just plain old fashioned hard work. These are the formulas and you get to choose. One doesn't require much preparation. One pays better than the other. Remember this too, preparation trumps improvisation every day of the week. Also remember, your customers can tell the difference between "Improvisation" and "Preparation." When you combine preparation with practice you get professionalism which enables you to meet with a success you never before imagined. ````````````````````````````````````````````````` Why Not Become A Sales Trailblazer In Your Industry Covert your sales shortcomings into selling skills you can use to dazzle your customers and out-sell all competitors. http://salestrailblazer.com ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ Here's A Resource To Help You Grow Your Business When it's all said and done, you still have to close the sale. Get some good ideas here: Closing The Sale - Webinar http://www.meisenheimer.com/products/webinarclosingmoresales.htm

`````````````````````````````````````````````````` Favorite Quotes If you have a dream, give it a chance to happen. Richard de Vos Show me a thoroughly satisfied man, and I will show you a failure. Thomas A. Edison `````````````````````````````````````````````````` Make everyday a masterpiece . . . Jim Meisenheimer 22 years . . . 528 customers . . . 72.7% repeat business . . . P.S. - I'll bet your competitors aren't sales trailblazers in your industry. Do what your competition isn't doing - dare to become a sales trailblazer! http://salestrailblazer.com

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Tuesday Night Marketing News from Mediapost

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onference

Roehm On 'Change,' Hub Of Boston's FutureM Week

by Nina Lentini

MediaPost Communications' "Change: The Digital Transformation Summit" takes place in Boston Oct. 5 and 6. Marketing Daily caught up with the former SVP/marketing of Walmart to talk about what we can expect to hear from the presenters of brand case studies. ...Read the whole story >>

Automotive

Mercedes-Benz Gets Real With Testimonials

by Karl Greenberg

"There's almost this mentality that people who own the three-pointed star are paying for value of the brand," says VP/marketing Steve Cannon. "But [the message is] the premium is really in things like the high-strength steel Mercedes-Benz uses to build their vehicles. We want to debunk the idea that it's just about the brand, the nameplate." ...Read the whole story >>

Food

Truvia Connects With 'Sweetness Stories'

by Tanya Irwin

The creative focuses on a consumer's relationship with sweeteners, using whimsical tunes and real stores to highlight the choices encountered over the course of the day. It shows what "silly head games" we go through as we make choices about what to eat, says Ann Clark Tucker, Truvia's marketing director. ...Read the whole story >>

Regulation

Industry Launches Behavioral Data Opt-Out

by Karlene Lukovitz

To discourage federal intervention, leading marketing organizations are preparing to roll out a new system designed to make it easier for consumers to understand and opt out of online data collection used to target behavioral advertising. The system centers on an Advertising Option Icon. ...Read the whole story >>

Technology

Intel Sells Security Via Augmented Reality Game

by Aaron Baar

"The subject of security is so deadly serious," Intel's Nigel Ballard says of choosing an augmented reality game as the promotional vehicle rather than a more traditional approach. "I thought [the game] added a nice lightness to the campaign. Obviously, I want people to read our white papers, but you can have a little bit of fun while learning how to be secure." ...Read the whole story >>

Automotive

Ford Rally To Send Focus On Amazing Race

by Karl Greenberg

Instead of unrolling over the course of several months, the effort, "Focus Rally: America," will happen over five weeks in early 2011. If the program also resembles CBS' "The Amazing Race" reality show, it's because the program was co-developed by Elise Doganieri, who created the CBS program with Bertram van Munster. ...Read the whole story >>

Sports

Coming Off A Hot Year, NHL Breaks New Campaign

by Sarah Mahoney

"We wanted to capture the athleticism of our players," Brian Jennings, NHL's EVP/marketing, tells Marketing Daily. "In basketball and football, you can see how strong athletes are, but in hockey, it's hidden under their uniforms. Hockey players are doing all the things other athletes do, as well -- but with skates on. People don't realize the intensity and endurance that requires, and we wanted fans to be able to see it up close." ...Read the whole story >>

Farmers Insurance Launches Contest Via Facebook

Sprint: Create Own Epic; Win $25,000

Reebok Ads Star Alex Ovechkin's Head

Airstream Launches Eddie Bauer Trailer

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Lessons from Google

from RBR.com:

Google’s Birthday: 12-Things to Learn From 12-years

Having just celebrated its 12th birthday – we thought it might be useful to look at 12-lessons traditional media can learn from 12-years of Google's growth.

1. Innovation and versatility define today’s success.
Google is constantly evolving, improving and adding. While most traditional media companies have put their toe in the digital waters, they’re nowhere near as aggressive as they need to be in identifying and capitalizing on digital opportunities. Serious evolution requires investment, ingenuity and persistence.

2. Google goal is to be local.
Google understands there is a lot more money targeting local markets and local advertisers than there is simply trying to attract national advertisers and sponsors. They’ve been very forceful in efforts to expand their offerings within your local market. Traditional media still has the upper hand on the local front, but it cannot last forever if market leaders continue to embrace the strategy of “you need us” or “you’re gonna miss us when we’re gone”. Local advertisers continue to review and research new alternatives to traditional marketing. If you do not want to own the local voice, someone else would be happy to take it from you.

3. There’s a lot of money in small, automated transactions.
Google has done a remarkable job of helping businesses help themselves… $20 and $30 at a time. Ad words allowed any small business person with a laptop and an internet connection to develop ads and launch them online to attract new customers. Those dollar amounts may not accumulate as much for an individual media property as Google has been able to generate with its massive reach, but traditional media folks can learn a valuable lesson to develop at least some of their digital strategy. What can you develop that is fast, convenient and self-serve for smaller clients that don’t normally spend money with your station or newspaper?

4. Targeting Trumps Ratings
The strength of ad words is built on the back of targeting. Allowing the advertiser to define and target the right consumer… not based on broad age brackets, stereotype gender guesstimates or ratings – Google focused on specific actions (search) and interests (what people were searching for) to put business and consumer on the same page… literally.

5. Focus on the customer first.
Why don’t you see any banner ads on the home page of Google? Because their focus is on customer satisfaction. Google understands gobbling up a few billion for a front page sponsorship would be a short-term windfall for their bank account, and a long-term negative for their existing audience.

6. Consumers want control.
The internet has provided the consumer a shift from “mass” media dependence to “me” media reliance. Consumers can pick how, when, where, how much, how often, how little when it comes to their news, weather, sports, music and information. Google makes it easy for them to find and interact. How about your media site? Is it all about you, or all about them?

7. Simplicity.
What do you see when you get to Google? A logo and a search box. I go to Google to search…perception meets reality.

Does anyone in your building have the stones to reduce your own media site to just your logo and a search box? My bet is your digital committee would pass on the idea because it’s not sexy enough, or wouldn’t provide enough banner space for the sales team. The real question should be: are you willing to sacrifice sexy for simplicity, and would that simplicity increase traffic and time spent with your online product?

8. Picks and Shovels.
During the gold rush - only a relative few struck-it-rich by hitting a large vein of gold. Smart folks bypassed the backbreaking, gold-digging work by selling picks and shovels to those looking to get rich quick. Through constant R&D, trend spotting, self-critique, and acquisition – Google continues to add features and tools that make things easier for the consumer. Google Maps, G-Mail, Google Docs, etc.

9. There’s value in Traditional Media
A full page Google ad in the NY Times? How about a page and a half…

10. Mobile Matters.
Check the rising numbers on Android – the open-source smart phone operating system developed by Google. This move took years to develop and implement – but encompassed numbers 1, 2, 3, 6, 7, and 8 above.

11. Google Generates Buzz
One thing that Google does (that all great companies do) is generate buzz. While its successes far outnumber its flops, Google never disappoints when it comes to someone, somewhere writing about them. (Like, now for instance). Just the mere hint of Google moving into a micropayment system generated speculation on how their system could save the newspaper industry, while at the same time sent PayPal running to the development table to announce they’ll have a micropayment system in place by years end.

12. Competition is constant.
If there is one area that Google continues to try and find its footing – that would be Social Media. It was quite possibly the only major area that Google has been playing catch-up rather that spearheading the attack. It will be interesting to see what the digital giant does (if anything) in the near future to cool the hot hands of Facebook and Twitter.

--Chuck Francis, VP New Media Strategies, Remerge Media. Remerge is a multi-media consulting firm, specializing in new media integration and simultaneous media solutions. Remerge works with radio, TV and newspaper clients to help them understand, integrate and generate revenue from new media through custom sales solutions, and providing traditional media sales personnel with highly specialized training.

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Connections

from my email:

Daily Sales Tip: Do It For Them

Clients, that's who!

How many clients have you talked with over your career? How many of them share similar obstacles and growth opportunities? How many of them have complementary skills and don't really compete with each other? Or, how many of them with complementary skills and competitive products or services, could grow their respective businesses if they could get a third player (LEGALLY) out of the way?

How many of them would cause you anxiety if they knew, as you do, that they are missing a terrific marketing opportunity that wouldn't involve buying from you?

How much Respect, Gratitude and Credibility would you earn from those among these clients that you put together to help them each grow? What's the value of that RGC to you?

Today, I wrote two quick emails suggesting to people who had never worked together that they make contact and explore situations where they each might benefit from strategizing opportunities together. I've known the parties for years and enjoy a good relationship with each, so my guess is that they will follow this up.

Oh, you wonder what's in this for me? I haven't the foggiest; never even wondered about it. That's because I know that working for the benefit of other people is the first step in forging a sustainable, successful career.

Sometimes the best thing you can do for a client or prospective client is to step aside when you put them together with other people who you know can do them some good. When you do, who gets the credit? Whose reputation is enhanced? Who gets the call?

How many people this day will you have been in contact with by 6:00 P.M.? That's how many people drew their first impression of you or added some additional data to their perception of you; that is to say, your reputation with them.

Great Sellers Spend All of Their Time and Energy Doing it for Them.

Source: Marketing consultant/manager Bob Sherman

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Monday Night Marketing News from Mediapost

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Airlines

Virgin Atlantic Debuts First-Ever Global TV

by Tanya Irwin

"The launch of this global marketing campaign and TV ad is a crucial step in shaping and advancing the brand in this new economic landscape," Virgin Atlantic Senior VP, North America Chris Rossi tells Marketing Daily. "In addition, this spot will remind our fan base why they continue to choose Virgin Atlantic and showcase our unique offerings to a new audience. Returning to TV will allow us to visually showcase the brand's innovation and creativity while bringing to life our signature products and memorable services to passengers." ...Read the whole story >>

Automotive

BMW, Guggenheim Ink Global Culture Tour Deal

by Karl Greenberg

A spokesperson says BMW won't use the program as a marketing platform. "We don't have an agenda we are pursuing; it's a worldwide cultural engagement," he says. "We have, for 40 years been doing hundreds of international projects focused on architecture, design, classical music, jazz, so it's really about being a good corporate citizen. The subtlety of our approach talks to the sophistication of how the company is doing sponsorships." ...Read the whole story >>

Retail

Winter Holiday Forecasts: Moderately Subdued

by Sarah Mahoney

"We expect consumers to shop, but we think they will be subdued, restrained, and really mindful," James Russo, VP/Global Consumer Insights of the Nielsen Company, tells Marketing Daily. "Employment issues, ongoing pressures on the housing market, and low consumer confidence are reflected in their spending." ...Read the whole story >>

Food

What Does 'Buy Local' Mean To Consumers?

by Karlene Lukovitz

The research confirms that consumers often see local origin or purchasing as a way to get certain product benefits, such as freshness, geographic convenience or good customer service, not just as a way to "do good." It also shows that consumers seek a sense of personal and civic connection to products, brands, manufacturers and retailers. ...Read the whole story >>

Automotive

Mazda2 Backs Mayer Hawthorne National Tour

by Karl Greenberg

Mazda's partnership involves daily blog posts and downloadable content, including the previously unreleased track "No Strings." There is also a Web site that has information about the tour as well as an advertisement featuring Hawthorne in which everywhere he turns he sees people who look just like him. The video has Mazda branding and vehicles, and a convenience store where a Hawthorne doppelganger drinks a Mazda energy drink from a cooler with Mazda signage. ...Read the whole story >>

Entertainment

LucasArts, Partners Promote 'Star Wars' Game

by Aaron Baar

"'Star Wars' is this great brand, and LucasArts is an amazing videogame company that sells more units than a lot of people think. But they need to talk to more than just the vertical gamers," Rich Antoniello, CEO of Complex Media, tells Marketing Daily. "A lot of the traditional advertising wouldn't play for them from a messaging perspective because it's about game play and ratings. There are 'Star Wars' freaks that are [just] casual gamers." ...Read the whole story >>

Honda Backs Austin City Limits Music Fest

Walmart, Humana Launch 'Part D' Plan

Chase Survey Shows Small Biz Optimism

Invisible Fence Facebook Promo Includes Contest

Norwegian Offers Tools For Travel Agents

Mitsubishi Goes To The Movies In Promo

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Family Time

One TV show that my wife and I watch every Wednesday is The Middle on ABC. It portrays a middle class, middle American family in Indiana, (where we live), with the same kind of crazy crap going on that can drive us nuts too!

But what I like is watching the realistic portrayal of teens and parents.

And since this is a marketing/advertising website, here's some insight on how to reach those families from Mediapost:

But, Mo-o-o-o-m! -- Converting Engaged Teens To Sales

We often focus on engaging teens. After all, this newsletter is titled "Engage:Teens." Let's be real though: teens aren't always your customer. More often than not, their parents -- who are footing the bill -- are your customer. This doesn't just apply to big-sticker items like laptops; a teen might have the cash for a can of soda, but wouldn't you rather sell them a case for $8.99?

To make the sale, you need to take a multi-pronged approach that sparks teens' interest and educates those purchasing the product or supplying the funds on why they should listen to their teen's request.

Step 1: Understand the continuum.

In the '50s you could run one ad that contained everything: branding, product benefits, and promotions. "Buy Coca Cola at your favorite store because it's refreshing and your friends are doing it." But this is 2010, and when marketing to teens, you really have two consumers, the teens themselves and their parents, and they typically are interested in brands for different reasons. Product awareness, education, and other purchasing drivers need to be separated and marketed differently and smartly.

Use your awareness play on teens, as they need to be interested in your brand. Is it cool? Do their friends think it's cool? Does it fit their lifestyle? Parents, on the other hand, are going to care more about product attributes. What does it cost? What's the sugar content? Is this product good for my child? Focus on education and key promotional points with parents or those responsible for purchases large and small.

Step 2: Location, Location, Location.

Consider where each segment -- teens and parents -- views marketing messages and reach them with tactical executions and media buys. Don't neglect the importance of positioning your message in the right channels. For teens, stick to the "cool" stuff. They tend to be tech savvy and get their information through emerging channels.

While you can reach teens by building an app, engaging them on Facebook, or sponsoring a tour, their parents are just coming around to these new channels, and are still more accustomed to receiving marketing messages through traditional channels. To reach those making the purchase, stick to tried-and-true methods like TV spots or print ads. It's okay to experiment with different channels, but if you're looking to be hyper-targeted, pay attention to the channels that work best for each segment.

Step 3: Make the sale.

When either consumer takes action, be ready. Obvious, right? Not so fast. Advertisers have only recently started paying attention to mobile advertising and most websites are not mobile friendly. When a teen on the run remembers your brand, they're most likely to search for it online and on a phone. Make sure that when they search, you're there and ready to embrace them with open arms. The teen may not be in a position to make a purchase, so when they ask their parents for money, be sure that your message and product benefits are already seeded with them (see Steps 1 and 2). Often advertisers segment so much that they miss the opportunity to make the sale.

So remember the continuum, your positioning, and what goes into making a sale when you're engaging teens. Your secondary market, parents, will most likely be the ones to complete the sale and they will do so at an increase price point and rate if you engage them, too.

Frank O'Brien is the founder of Conversation, a strategy-driven, independent advertising agency specializing in emerging technologies and cross-channel marketing integration. Building on his previous success at agencies such as Deutsch Inc and Mr Youth, Frank has grown Conversation's client roster to include The Children's Place, Estee Lauder, Unilever, E*Trade, Rocket Dog, Prince Tennis, Pollo Tropical and HGTV, among others.

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Price Shy?

Don't be.

From my email last week:

Daily Sales Tip: Confidently State Your Price

As you discuss price, be confident. Many salespeople lose their footing when price comes up. If necessary, practice positioning price in front of a mirror.

If you appear to lack confidence, you will invite price resistance. Of course, don't be arrogant, but confidently position your price or terms wrapped in benefits tailored to the client's needs. Link your price or terms to the value the customer gains to create value justification. After you confidently state your price/terms, be silent --the first to speak is the first to fold.

When you include pricing in the proposal, do so in a way that clearly shows all the client is getting.

Source: Sales trainer/author Linda Richardson

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Very Good is Very Boring

It's the first Sunday of the 4th Quarter of 2011.

That means you have about 13 weeks left to meet your sales goals for the year.

Depending on the business you are in you could have even less time since the week of Thanksgiving and the weeks of Christmas and New Years are often a low-productivity time for "Office Workers".

If you're in retail, it can be the busiest time of the year, and by January 2nd, you'll be exhausted.

What happens in the next 3 months is up to you. And to help you crank it up and have a remarkable 2010, I dug thru Seth Godin's Blog and found this gem from July 2002:

The opposite of "remarkable:"

is

very good.

Ideas that are remarkable are much more likely to spread than ideas that aren't. Yet so few people make remarkable stuff. Why? I think it's because they think the opposite of remarkable is bad or mediocre or poorly done. Thus, if they make something very good, they confuse it with being virus-worthy. Yet this is not a discussion about quality at all.

If you travel on an airline and they do everything right, you don't tell anyone. That's what's supposed to happen. What makes it remarkable is if it's horrible beyond belief OR if the service is so unexpected (they were an hour early! they comped my ticket because I was cute! they served flaming crepes suzette in first class!) that you need to share it.

Are you making very good stuff? How fast can you stop?

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Not Just Any Toothpaste

Another good one from Drew:

Marketing tip #43: Differentiate your product with a memory

Posted: 25 Sep 2010 06:35 PM PDT

I'm on the road a lot so I've become a very efficient packer/traveler. My dopp bag is always pre-packed with everything I need. Including one of those little travel sized toothpaste tubes.

I care that it's toothpaste but I don't really care what kind or what flavor. So every time I'm at Target, I just grab a few as I walk by their "travel sized section" and toss them in the closet for the next rounds of travel.

On a recent run into Chicago, I just grabbed the new toothpaste tube and started brushing. With the first swipe of my toothbrush - all of a sudden I was transported to my dentist's chair. The toothpaste had that gritty sand sensation that up until this point I only experienced at the dentist's office. I would have sworn that Dr. Todd's dental hygienist was giving my teeth a good buffing.

I don't normally pay any attention to the taste or texture of my toothpaste -- but this time -- it completely captured my attention. Simply because it triggered a vivid experience/memory.

We are so visually oriented today that sometimes I think we forget that we actually have five senses. And that the two that are tied most deeply to our memories and emotional triggers are smell and taste.

Here's what happened in my brain as I brushed my teeth with the gritty toothpaste:

I found myself wondering if this toothpaste was better for my teeth because it felt more "official." Even after i was done brushing, i was conscious of that gritty feeling in my mouth.

Now, I have no ability to judge toothpaste effectiveness. I told you - I am brand agnostic when it comes to my toothpaste. But the texture and the experiential connection I made to the gritty toothpaste suddenly gave me a tangible I could grasp and attach a value to.

Why am i telling you this fascinating tooth tale? Because in a very commoditized product category, Crest found a way to not only differentiate themselves but to also create the perception of being better.

If they can do that with something as mundane as toothpaste -- surely you can do it with your product or service. What sense or experience could you tap into to create a different perception for your customers or prospects?

~ Drew

P.S. Which brand of toothpaste do you suppose I bought the next time I needed some for home?

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Fail More?

from SalesDog.com:

3 Keys for Turning Failure into Success

Quote of the Week: "It does not matter how slowly you go, so long as you do not stop." — Confucius Publisher's Note: Ah, life's little embarrassing moments. I'm standing in line at the supermarket checkout and I notice a well dressed young woman has joined the line behind me. After a minute or so she asks, "Hi, what are you doing?" Looking over my shoulder I reply, "Just picking up a few things for the house." She then asks, "What are you doing later on?" Suppressing a laugh, I turn around and say, "I haven't given it any thought." She looks at me quizzically, turning her head to reveal the Bluetooth clipped to her ear for hands free cell phone use. Gulp. One of my all-time favorite quotes comes from sales legend Tom Hopkins, "I am not judged by the number of times I fail, but by the number of times I succeed; and the number of times I succeed is in direct proportion to the number of times I can fail and keep trying." This week, Richard Fenton and Andrea Waltz share their insights on "failing your way to success." Michael 3 Keys for Turning Failure into Success by Richard Fenton & Andrea Waltz What if, starting today, the word 'no' didn't stop you anymore? What if every time you heard the word no you became stronger, more powerful, and more resilient? What if the greatest success strategy in the world was not to go for yes, but to go for no? The word 'no' doesn't have to debilitate you. In fact, it can empower you to achieve a whole new level of greatness you never dreamed possible. Here are 3 keys to turn failure into success immediately: Change your mental model of "success" and "failure" Most people operate with the following mental model: Success < < <> > > Failure They see themselves in the middle, with success on one end and failure on the other. They do everything they can to move toward success and away from failure. But, what if you reconfigured that model? You > > > Failure > > > Success Instead of viewing failure as something to be avoided, turn it into a stepping-stone on the path to success and gratification. In other words: Success is the destination and failure is how you get there. To achieve significant success in today's world failure is not just a possibility--it's a requirement. We must see success and failure for what they truly are, not opposites, rather opposite sides of the same coin. Intentionally increase your failure rate If it's true that the more we fail the more we succeed (and it is), then your immediate goal should be to intentionally increase your failure rate. With this thought in mind, you're succeeding even when you fail. Intentionally increasing failure is the basis for the "Go for No" concept. The more people telling you "no" the closer you get to ultimate success. Most people would be shocked if they actually counted the number of times they hear "no" during a typical day or week, it's usually quite low. The tendency is to avoid no's at all cost, but now you will start going for no. You'll hear more no's, but also get more yeses. Set "No" goals Everyone sets goals for success. But how about setting goals for the number of times we fail? For example, rather than a salesperson setting the goal of having two prospects say "yes" to them, they set the goal of being rejected (hearing "no") 10 times. Imagine the first two prospects they called on said, "Yes", rather than being done (having hit their "yes" goal), they'd actually be behind because they still have 10 no's to go. This strategy continuously keeps people at the top of their game. If all you have is "yes goals" you might slow down (or quit) when you're successful because you've met your goals. But if you keep going for no when the yeses are falling at your feet, the sky is the limit. Richard Fenton and Andrea Waltz are the creators of a ground breaking business building strategy called, Go for No! dedicated to helping individuals and organizations overcome self-imposed limitations. Their philosophies have been embraced by people in a wide variety of industries and featured in numerous publications. Find out more about their Go for No! message at GoforNo.com.

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