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Author Archives: Kelvin Walker
Racy wins the Race
If you are the Chief Marketing Officer for Victoria’s Secrets, and you want to make a line of products that appear edgy and cool to young, college and high school aged girls what do you do?GET THE PARENTS TO START COMPLAINING ABOUT IT.When Rockstar Gam… Continue Reading
Racy wins the Race
If you are the Chief Marketing Officer for Victoria’s Secrets, and you want to make a line of products that appear edgy and cool to young, college and high school aged girls what do you do?GET THE PARENTS TO START COMPLAINING ABOUT IT.When Rockstar Gam… Continue Reading
The Heart and Soul of Marketing
As a consumer, nothing captures my attention and sticks to my brain the way that a good guerilla marketing campaign can. Although it can be expensive and reach … Continue Reading
Coca ColAhhhh Initiative
Coca-Cola has implemented a brand new initiative. I friggin’ love it and it is so very addicting. Coke calls it the “Ahh theme” which is supposed to explain how you feel when drinking a Coca-Cola product.What they did was purchase the url for www.ahh.c… Continue Reading
The Beginning of the End of Broadcast Television
Ever since the early 1950’s, network stations like CBS, ABC, or NBC have offered free television content to anyone with an antenna and a screen to watch it. These days, the content is still free. However, we use channels such as cable or satellite for our television viewing. Recently, a company by the name of Aereo resorted back to the use of Antennas. The company allows residents of the Metro New York area to subscribe and watch traditional broadcast television over the internet. Basically, Aereo snatches network broadcasts out of the air and offers them to viewers over the internet. Aereo offers many amenities that many broadcast viewers may not get. You can pause or rewind from almost any mobile device, such as an iPad, iPhone, etc. One may also set their remote DVR to watch it at their own convenience and with Apple or Roku it allows one to watch it on their big screen as well.
How It Works
Aereo has thousands of min-antennas at its data center in New York, all of which have high definition reception. The data center also has massive amounts of storage space and high speed internet capabilities. This offers you a simple, yet elegant interface to control the broadcast network of your choice, through the internet and almost any device. In addition, it is all without any chords, cables, or boxes.
The question still remains how Aereo is on the cutting edge of internet television viewing. It is very similar to that of Hulu, Netflix, and Amazon Prime. The difference is that Aereo makes money where the other major Networks like FOX or ABC are not. Marketers and advertisers are attracted to where the viewers are and more viewers on Aereo means less advertising on broadcast stations. The Chief Operations Officer of FOX Broadcasting, Chase Carey was quoted saying “If Aereo is allowed to continue, FOX Broadcasting and all its affiliates will stop broadcasting over the air and go to all-cable” CBS, NBC, and ABC have all agreed to follow suit behind FOX. If this happens, it would mean the end of an era that has lasted since the early 1950’s when “The Honeymooners” was first aired. Thus far, none of the other major networks have weighed in but the Spanish TV giant Univision has made a similar statement to that of FOX.
Although Aereo’s business model is simple and a little sloppy it is effective and almost full proof. It is based off a 2008 court ruling that applied to Cablevision’s “cloud-based” DVR service. It had the same model as Aereo and was sued, but won in court. Like Cablevision, Aereo claims that its service is merely an extension of one’s own cable box as well as ones right to watch broadcast television freely. PBS and Fox are currently leading this losing fight to put Aereo out of business, but so far have not provided a winning legal argument. Just a few weeks ago an appeals court in New York rejectedbroadcasters’ request for an injunction to shut down Aereo. Therefore, this legal battle will most likely go to trial.
Aereo currently plans on expanding to the 22 largest cities in the country, which would completely shake the broadcast industry. You can imagine how this probably has broadcasters fuming at the prospect of this happening. So far, only 5% of viewers gave up on paid television in the past year, but that number is growing steadily. This situation has many companies reevaluating their models. If Aereo can successfully implement this national attack then all the major networks plan on moving to all paid television. Even HBO Go is talking about potentially offering its content to non-HBO subscribers. Aereo has surely proven to be a strong force in this industry already.
Optimize your Optimizing
Just a decade ago, SEO was the key to making your company the industry leader on the internet. However, today there are so many other ways of driving organic traffic such as blogging, social media, email, etc. Search Engine Optimization does not have the influence that it once had but BLANK, author of the article BLANK in BLANK provides us with ways the SEO can still have an impact on your success in building online brand awareness.
- Combine SEO with your marketing tactics
Although search engines are often used as a way to discover and purchase it is almost never the only way. So how do we integrate the ways SEO with our other tactics? It requires appealing to the content analysis, brand metrics, social networks, and usage data. You have to learn how to combine a broad number of channels to optimize your impact
- Use SEO to your advantage
If you are at the top of the SEO search results, many will believe that you are at the top of the industry (even if you aren’t even close). You not only increase direct sales, but increase direct sales and build positive brand awareness.
- Don’t fall for easy tricks to improve SEO
Google’s new use of the “Penguins” and the “Pandas” is confusing to some but in actuality is eliminating the confusion and “tricks” involved with SEO. Don’t fall for the “get rich quick schemes” that are out there. Drive your web presence with good content and use as many channels as possible
Earn your attention, Don’t Buy it
Why?artofmadmen.wordpress.comMarketing is no longer just talking to your intended audience, but a conversation between the marketer and current & potential audience. In the popular AMC series Mad Men, Donald Draper is a 1960’s advertising guru. He … Continue Reading
Inspirations from Dave
Due to the sickness, I was not able to attend class last Wednesday. In lieu of my illness, I read David Williamson: Marketing & Communications In Nonprofit Organizations. He seems to have a great understanding of how to keep his writing simple and to the point. I especially love his “moral” at the end of every section. His insights reminded me of 3 key fundamentals of life.
If you want to find a fish, buy a boat. If you want to find a bird, buy a plane.
In 1995, The Richard’s Group found it moronic for a cannibalistic chicken to hold a bucket of deep-fried family members in commercials for restaurants selling chicken. Therefore, they came up with the slogan “eat mor chikin” as the main slogan for Chick-fil-a. Now, illiterate cows protest the consumption of beef and act as the mascot by encouraging people to eat at Chick-fil-A to save them.
Genius. Almost 20 years later it is the #2 highest grossing fast-food chicken restaurant. How? It found the right vehicle. It wanted to reach the fish, so it used a boat not a plane or car. In Dave’s (short for David) section About Messengers and Vehicles, he explains that an organization can have the perfect message directed to the perfect target market, but the vehicle through which you deliver the message can either enhance or decrease your performance. This is the case, particularly in non-profits. No one can deny your message and intentions are great, so why does your brand not resonating in everyone it is relevant to? Dave suggests that if you cannot find that vehicle yourself, than use the audience to reach the audience. If that makes any sense. Using Social networking, blogging, websites, etc. your audience can simply tell you how to be effective.
Precision can be more effective than accuracy.
When trying to build market share many companies, especially Nonprofits, turn to the demographic of Caucasian, females between the ages of 21 and 65. While your target market may be accurately portrayed somewhere in this market of people, would it be more effective to be more precise and find that specific segment you need. In his About Audiences, Dave says that Nonprofits should be ruthless in their attempts to narrow their target audiences, especially given the lack of resources that nonprofits have. He explains “the more general and broad the audience, the more difficult it is to tailor and deliver a powerful, compelling message that will resonate with that audience.”
A great entertainer has the right audience, powerful punch line, and a strong delivery.
‘Once when I was lost I saw a policeman and asked him to help me find my parents. I said to him, “Do you think we’ll ever find them?” He said, “I don’t know kid. There are so many places they can hide.”’
This is my favorite joke by one of my favorite comedians of all time is Rodney Dangerfield and no matter what joke he always fulfilled 3 criteria: audience awareness, powerful punch line, and a strong delivery. As a marketer, you must have the same approach.
Audience: The individuals or institutions you need to reach to achieve your programmatic objective
Message (punchline): motivates each of your target audiences to take the required actions
Vehicle (delivery): the best means of delivering the message to the target audience.
In Developing Successful Marketing and Communications Strategies, Dave explains that companies need discipline and use the “Holy Trinity of Audience.Message.Vehicle.”
Great Example of the Holy Trinity
http://youtu.be/COPOEOnRnNk
Tunes of the Heart String
How do organizations that provide less than ideal products, vastly rely on donations, and start from pretty much nothing sustain themselves in the type of world market we have now? I’ll tell you how…they stay RELEVANT. They strike a chord within the people they target their cause towards. They say what you want to hear.
Holly Stewart made a presentation to my Integrated Marketing Communications class last week. She spoke on the successes and failures of various non-profit or for-profit organizations with a social cause. She made three highly impactful statements describing how to be successful marketing these types of organizations.
1) Sell the story. Sell The Story. SELL THE STORY.
https://www.youtube.com/watch?v=YXVKy2vO9Xg
Tom’s Shoes. Invisible Children. Salvation Army. All these organizations rely on their heartwarming or heart wrenching stories to call the public to action. The Boys and Girls Club of America have archives of stories to tell you about children who need food, education, and shelter. They can provide this and once they have our support they can remain sustainable.
2) You cannot target everyone
One of Holly’s slides had a cartoon that pretty much described how many people try to tackle the world with a campaign. This is similar to a lion going into a herd of zebra, if it tries to get everyone you won’t get anyone. You must those people who will be most affected by your cause and most likely support. You must also take into account which target could actually do something to help your cause. (of course little girls would like to help the girl scouts of America, , but they probably are not their best target market)
3) There WILL be a plateau
You must implement a plan where you forecast a plateau in passion and growth. Every successful nonprofit has a point where the grow substantially and maintain excitement for the cause. Every successful nonprofit experiences a plateau, but they all have a sustainable system that can overcome this.
Where is ABAN going?
I see plenty of potential in the business model that ABAN has inserted. They understand the power of the story and know that expansion through geographical and digital passages is essential to success. I am particularly excited about the growing man power that ABAN has. With more employees, it can maintain a higher capacity, reach a wider market, and therefore make a bigger impact for empowering women in Ghana. This has been one of their biggest concerns, and has made great strides in bettering it.
Tunes of the Heart String
How do organizations that provide less than ideal products, vastly rely on donations, and start from pretty much nothing sustain themselves in the type of world market we have now? I’ll tell you how…they stay RELEVANT. They strike a chord within the people they target their cause towards. They say what you want to hear.
Holly Stewart made a presentation to my Integrated Marketing Communications class last week. She spoke on the successes and failures of various non-profit or for-profit organizations with a social cause. She made three highly impactful statements describing how to be successful marketing these types of organizations.
1) Sell the story. Sell The Story. SELL THE STORY.
https://www.youtube.com/watch?v=YXVKy2vO9Xg
Tom’s Shoes. Invisible Children. Salvation Army. All these organizations rely on their heartwarming or heart wrenching stories to call the public to action. The Boys and Girls Club of America have archives of stories to tell you about children who need food, education, and shelter. They can provide this and once they have our support they can remain sustainable.
2) You cannot target everyone
One of Holly’s slides had a cartoon that pretty much described how many people try to tackle the world with a campaign. This is similar to a lion going into a herd of zebra, if it tries to get everyone you won’t get anyone. You must those people who will be most affected by your cause and most likely support. You must also take into account which target could actually do something to help your cause. (of course little girls would like to help the girl scouts of America, , but they probably are not their best target market)
3) There WILL be a plateau
You must implement a plan where you forecast a plateau in passion and growth. Every successful nonprofit has a point where the grow substantially and maintain excitement for the cause. Every successful nonprofit experiences a plateau, but they all have a sustainable system that can overcome this.
Where is ABAN going?
I see plenty of potential in the business model that ABAN has inserted. They understand the power of the story and know that expansion through geographical and digital passages is essential to success. I am particularly excited about the growing man power that ABAN has. With more employees, it can maintain a higher capacity, reach a wider market, and therefore make a bigger impact for empowering women in Ghana. This has been one of their biggest concerns, and has made great strides in bettering it.