Big names like AT&T, VW, Kia and more spent millions to produce and air the best promotions they could for the Super Bowl. For the sake of the brand.
There is the brand and what it represents. Strong brands transcend their products and services. Two of my, everyone’s favorite examples of the brand promise are Apple and Disney.
Apple isn’t just about computers, smartphones and MP3 players. The Apple brand stands for elegant design, intuitive functionality, cool gadgets and so much more.
Walt Disney World doesn’t sell hotel rooms, meals and roller coaster rides. It’s about magic and family, those moments that stay with you. It’s about the experience that you want to relive each generation.
Transformers: from a brand to more, or less
More than a name. So-called genericide is when a brand name becomes the generic term for their industry, product. Kleenex, Zipper, Xerox, the marketing texts are filled with examples. Here in Atlanta, all sodas are Cokes; to me at least.
FedEx has become a verb to ship, to Photoshop is to assault unsuspecting pictures with strutting Leo photobombs, to Google IS to search, period.
When brand becomes a punch line. Valeria Maltoni referenced an old video about what would happen if Microsoft packaged and marketed the iPod. Had never seen it and all I can say is truth really IS funnier, smarter, truer, stranger than fiction. LMAO.
Two tweets caught me eye last week:
- “MSFT Entourage is the Ford Pinto of software.” - Urvaksh Karkaria
- “You’re the AT&T of people!” – Ryan Anderson
Your small business brand matters.
You’re the local choice, the Atlanta option. The “big names” may have size and awareness, you have adaptability, flexibility and drive. You’re the neighbor, the friend, the one with a relationship who gets their needs. Your brand is what what helps make your business different.
Agree, disagree, have a brand joke to share? Please do.
Photo credit: these unmotivational posters always crack me up.
Super Bowl Sunday is big money. Parties, hotels big boon for the hosting city, with Dallas owner Jerry Jones hoping for a record-setting crowd. But who cares about the game?
Advertising hits the major leagues, big time global brands promoting their names and products to billions around the world. When it’s over there will be winners, losers, consumers replaying their favorites on YouTube to their heart’s content.
One size fits all.
No point in promoting a niche product, a service that only 1 in 10 people can use. That’s not the demographic. At up to $100K per second, Super Bowl advertisers need to hawk their wares to anyone with a wallet. Think drinks, foods, toiler paper. Shit EVERYONE buys and uses.
Boring is a fumble, funny brings it to the house.
The crap you zap on your DVR needs to stay on the bench. Potato chips, beer, know how to get in the game. Think SportsCenter and Anheuser-Busch, Dos Equis as beer commercials bring the funny. Who will be this year’s Betty White? I’ve heard the rumors, but please no Bieber.
Keep it simple, stupid.
Apple made an impression with the famous 1984 ad but it’s 2011. Beer-sotted sports fans and party goers don’t want to think too hard, so ads that dish it right over the plate – to mix my sports metaphors – hit the home run.
Monday morning takeaways for small business:
Ready, aim, target. If you’re a niche business, forget pricey print ads in the major daily paper. Think small, local or direct marketing to your referral network.
Stay in the game. Creativity always works. Make your blog posts, videos, ads something people want to read, watch and share.
Forget the trick plays. Don’t outthink yourself or fall for a new, shiny object. Stick with what works, forget what doesn’t and look to the new tools to make the old ones work better. And vice versa.
Feel free to share your favorite ads in the comments on Monday, and please vote in the poll.
A logo–new or old, loved or hated–probably won’t move the sales needle all by itself. It’s about what the logo represents, the brand and its products and services. BTW The people–buyers, bloggers and other snarkers–have spoken. The GAP has gone back to the old logo.
Social media and marketing case studies, dime a dozen.
- There are stories on how well Dell Computers gets it.
- Plenty of articles and blog posts on how Ford gets social media.
- Tons of blogs and posts citing plenty of social media marketing success stories.
But I wonder how many people bought a Ford just because of talking with Scott Monty or reading a blog promoting the virtues of the Focus or Fiesta. I’m sure they’re out there, just asking.
There’s a disconnect between PR and Publicity as related to Marketing and Sales. Solution: bring PR into the board room, not as afterthought and have a plan for the publicity and how to turn it back into the marketing program for leads and sales.
Brand loyalty is one thing, personal tastes and preferences another.
I could develop a great relationship with a Dell blogger and Best Buy tweeter. I could read all the blogs, stories and articles about how Microsoft and the Gates Foundation is helping folks around the world. I can hear all the news about how Pepsi may spend $20 million on community service and Yay! for them but the fact remains:
- You can lead me to water, but you cannot make me buy a PC; I’m sticking with my Mac, even if Apple makes a hideous new logo.
- If it’s Pepsi on the menu, I order tea or water. I’m a Coke Classic drinker.. unless they try some crappy new formula again.
It comes down to social media marketing strategy.
Are increased sales the ultimate objective? Is it brand worth and value, higher stock prices? Are you rearranging deck chairs with a shiny new logo, but not fixing the product or services? Are you targeting the right people with your viral campaign and increased brand chatter?
The GAP doesn’t make clothes my size, so they didn’t win or lose my business with their recent changes. But the GAP did get me talking about them, and that’s something right?
Gini Dietrich just did a wonderful post on women and equality in the workplace. All about how both genders need to step up to the professionalism, close those gaps. Then there’s this.
The Crime: Summer’s Eve tells women the way to close that pay gap, get that raise is … to douche.
Summer’s Eve placed this ad in Woman’s Day, entitled “How to Ask for a Raise.” Designed as a “how-to,” the ad’s step-by-step solution included douching.
AdRants took the contrarian view, not caring for the ad or the fallout (see below) but also not liking the double standards of being able to tell women how to dress, what jewelry to wear.. but going below the waist was too taboo. In my comment I admitted to be torn.
• It’s not just that “down there” girlie products give folks the willies.
Stand in a room with mixed audience, the second that ED (as in Erectile Disfunction, as in underperforming man parts) commercial appears, things get quiet. You can count the seconds until someone makes a Viagra joke, too hard to ignore truckload of awkward just walked into the room.
• It’s not that I challenge the advertising of such products.
They sell hygiene and market it as personal confidence, which is well and good. But equating job performance, merit, and fair pay with “good” feminine hygiene is just a boatload of fail.
The Accuser: Blog unleashes the dogs of sarcasm, launches awareness campaign.
Social media will call your crap. The Daily Kos rant on the ad was pretty funny and spot on. My favorite part of the rant, the challenge to Tip 7 of the ad: “Don’t make it personal.” You shouldn’t get personal, but get close enough to the boss that she can smell your undies or vagina.
The post also encouraged those displeased with the ad to let their voices be heard by TPTB at Summer’s Eve and Woman’s Day, and was reblogged by several other media outlets and blogs.
The Plea: “Our bad.” How Summer’s Eve is dealing with this.
- Replying to blog posts.
- Making an apology, correcting the mistake by removing the ad.
- Including contact info in some of the posts, being open to engagement.
- Same the blanket statement everywhere. Social media is about engaging with the audience. So the same comment on AdRants, which challenged the Daily Kos piece, doesn’t work for me.
- Not sure apology is enough. Pulling the ad, saying your sorry because you didn’t “make the connection” is weak. It’s like they are sorry they got caught, not that they stole.
- The excuse: They didn’t see the offense? Did they look (focus group, panel test)? That is an even bigger problem IMO. Massive marketing fail.
Yes I have issues with marketing things to women sometimes; I did a mini-call out on the laundry detergent ads, not stopping there.
The Verdict: As a woman I found this ad mostly stupid, but still fairly offensive. As a marketer and Solo PR, I found it criminal. Thoughts?
Atlanta Public Relations, Marketing and Social Media
I tweeted that Douglas Adams quote again today, always one of my favorites. Simplicity is anything but simple. It’s hard to get it right, to really nail “simple” without outthinking your audience.
Tweet today from HBO’s True Blood “Blah blah watch this preview blah.”
How many ads or sales pitches have you see that read “blah blah buy our crap, you’ll like it blah?” Not many and that’s a shame. Forget the hard sell, go for the authentic simple pitch.
I love this minimalist design for a business card. Even without knowing much about this person, I can tell he’s a designer of some sort, a creator. Plus the card does its job: lets me know how to contact this person, even if not by phone.
The @OldSpice ads were nothing more than a hot guy in a towel, reading clever copy. Brilliance that combined with a smart social media strategy, catapulted the brand into the stratosphere and for a day, shut down YouTube. Tons of blog posts on this, including mine.
Social Media Marketing.
There’s a difference. You build relationships, you help others help themselves, expand your brand and your business. Kodak and their social media marketing doesn’t just try to sell you cameras and film, they try to help you take better pictures. They focus on the consumer as well as businesses via three different blogs, podcasts and more.
If you have a small business, don’t make your marketing, public relations, or social media be harder than it has to be. Keep it simple, stupid.
- Need business cards: find a designer, an affordable printer and just get it done.
- Want a website: buy a domain, install WordPress and make it happen.
- Have a story to share: no one knows it better than you, so Tweet it, tape it (YouTube), write it (blog). Start with the basics.
- Have customers who love you: get their testimonials, and SHARE!
Or just hire me. I can simplify it for you.
Atlanta Public Relations, Marketing and Social Media