Advertising Strategies

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Viral Marketing Campaigns

Published May 22, 2015 by Mayrbear's Lair

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Our focus of discussion this week has been on marketing strategies online and how more and more companies have achieved successful outcomes when their consumers spread the word about their brand and create a viral effect. This is because the response from users is genuine. What my research uncovered on this topic, is that to make an online marketing strategy effective, marketers must develop their campaigns knowing that word-of-mouth strategies will help them connect to relevant audience members.

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A recent example of an advertising campaign that went viral was a promotional ad for the theatrical release of a very popular remake of the 1970s movie Carrie. The advertising company hired a professional film crew and worked in partnership with a small Manhattan café where the event took place (Telekinetic Woman Pranks Coffee Shop Customers!, 2013). The environment was secretly set up by the professional crew prior to the shop opening adding special effects components to make the reaction from the patrons more believable. Actors were hired to play out a short scene and cameras were strategically hidden to capture the event while  innocent patrons witnessed the action that transpired.

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Once the event was set in motion, the male performer began to agitate a young female patron at the cafe that was engaged in her studies. The young man deliberately spills her coffee on her computer workstation. This caused the young woman to react and lose her composure. Losing her temper created a chain reaction to where she became so angry she began to use what seemed like telekinetic powers to throw the man against the wall and with the wave of her hand, he starts elevating up while pressed against the wall to the full height of the ceiling. In the meantime, her anger has not subsided and she begins moving the café furniture, tables and chairs out of her way as well, with the wave of her hand, as if by magic.

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The expressions and genuine screams from unsuspecting patrons was priceless! Afterwards, they were advised it was all part of a hired crew to create a promotion for the upcoming movie Carrie. Needless to say, the video went viral, effectively displaying another clever and unique strategy that one firm used to communicate a brand’s message.

Well, that’s a wrap for this week. Thanks for stopping by! Next week, we will be taking some time off to celebrate the Memorial Day weekend. Until next time … stay organized!

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“The key to success is discovering your innate power and using it daily.” – Les Brown

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Great gifts for graduates

For more information on Media Magic’s digital publications, or to purchase any of our Business Life audio book titles, please visit amazon.com’s new feature called “Author Central” to view:

Mayr’s Author’s Page

References:

Mayer, M. G. (Producer). (2013). Telekinetic Woman Pranks Coffee Shop Customers! [Motion Picture].

The Viral Effect

Published May 20, 2015 by Mayrbear's Lair

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On Monday we began our discussion on marketing strategies online, today we continue this examination by looking more closely at the how the Web has transformed the way people interact with each other. For instance, a variety of services have been developed to help keep people stay in touch with each other whenever they want, from where ever they want with speed and ease. In short, society is interconnected in a way that has improved our lives considerably just with a few keystrokes and clicks of our electronic devices. In my ebook, The Mission of Corporate Strategic Behavior (2014) I begin with pointing out how strategic management plays a significant role in determining a company’s future. While many executives considered strategic planning a once-in-a-while event, leaders have now embraced an innovative concept and view the strategic planning process as a fine art; one that requires cultivation in order to achieve desired goals (Berry 2014). In other words, if executives are looking to make a splash with a viral marketing campaign, advertisers must develop, adopt and implement strategies more frequently and keep up with industry changes.

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In his book, Viral – How to Spread Your Ideas Like a Virus, Adams (2013) asserts that although we can connect instantly, this same element has created a high level of deafening noise and clutter to penetrate. As a result, consumers experience a bombardment from advertisers trying to reach them, aware that people are only focused on what is relevant to them at that moment. Because of this, marketers are now beginning to comprehend that providing value alone is not enough to grab a viewer’s attention. If it does not include an innovative idea or unique presentation, for example, advertisers will have a harder time getting through to the masses (Adams, 2013). To make an impact in the online marketing community, it helps to have an idea that is fresh, new, different, and remarkable. Most people are under the impression that success can occur overnight. However, generally, that is simply not the case. There has to be a tipping point. In other words, once the idea reaches a certain critical mass, the idea then causes a crescendo, that like a virus, goes on to produce an epidemic. This happens faster now because of the interconnectedness within the global network.

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There are many examples of things that have gone viral like Yahoo, Facebook, Twitter, Google and Harry Potter. They all went viral because they provided unique value and were innovative brands. The length of time varied from weeks, to months, to years but what set them apart from all the others was that they offered value in a unique fashion. In their book, Integrated Advertising, Baack and Clow (2013) contend that the primary reason people are on social networks is to showcase themselves. Successful corporations are now using this strategy to connect closer with consumers. Social media acts as a platform for advertisers to reach their prospects so that they will then share that information with those they care about (Baack & Clow, 2012). In other words, marketers who want their campaigns to go viral online utilize social networks to create campaigns that will spread by word-of-mouth. This kind of strategy can be more effective because advertisers know that word-of-mouth is a more targeted approach and therefore, has the power to be more persuasive.

 On Friday we will conclude our analysis of online marketing strategies. Until then … stay organized!

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“Marketing is not an event, but a process … It has a beginning, a middle but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.” – Jay Conrad Levinson

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For more information on Media Magic’s digital publications, or to purchase any of our Business Life audio book titles, please visit amazon.com’s new feature called “Author Central” to view:

Mayr’s Author’s Page

References:

Adams, R. L. (2013). Viral – How to spread your ideas like a virus. Amazon Digital Services, Inc.

Baack, D., & Clow, K. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NY: Pearson Education, Inc.

Berry, M. A. (2014). The mission of corporate strategic behavior. USA: Kindle Direct Publishing.

Delineate the Method

Published April 27, 2015 by Mayrbear's Lair

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Last week we examined the role Image plays in the development of a firm’s marketing strategies and we revealed the first three strategic practices strategist, Dr. Meggin McIntosh recommends in the development of an effective marketing campaign which were: (a) define your market, (b) discover what motivates your audience, and (c) determine the message being transmitted. This week, we will take a closer look at the remaining three strategic practices Dr. McIntosh suggests that will yield the best results.

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In previous posts, we covered a few different tactics companies use to develop their image in order to nurture an organizational culture that brings value to consumers. In his book, Brand Real: How Smart Companies Live their Brand Promise and Inspire Fierce Consumer Loyalty, strategist Lawrence Vincent (2012) suggests that in order to achieve the most effective results that will also help shape a positive attitude, marketing managers should address the following questions:

  1. How indispensable is the brand to customers?
  2. What is the rate of employee turnover?
  3. What does the brand do that is better than any competitor and why is it significant?
  4. How easy is it for competitors to replicate the brand experience?
  5. How easy is it for customers to do business with the brand?
  6. If the brand disappeared tomorrow would anyone care?

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By addressing these topics, strategists are in a better position to help create an experience that will shape a positive feeling or attitude from consumers to build their trust and confidence (Vincent, 2012). The Starbucks Corporation provides a good example of how a company’s attitude can influence their value. Prior to Starbucks’ genesis, people were used to paying under a dollar for coffee and expected free refills. Starbucks marketing strategists created an atmosphere that made people excited about paying more for coffee because of the feeling or experience the brand created. In other words, they built the success of their company on an attitude that communicated it was cool and hip to pay extra money for coffee to have a social front porch experience in an environment that allows internet access. This brilliant strategic move was the key that turned the Starbucks company into a mega empire. In other words, marketing teams that understand the distinction between attitude and value are more likely to experience long term success.

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In her webinar, Marketing What Matters, the fourth strategic practice Dr. Meggin McIntosh (2015) suggests is that managers delineate the most effective methods to reach their audience. This means that the strategists must determine the most efficient means to transmit their messages, and figure out the best way to engage and stimulate positive emotions in audience members, so that they will respond favorably and take action. This may include any/and all of the following methods: (a) face to face interaction including live events, networking opportunities, getting referrals, as well as reaching out to telephone potential and previous consumers; (b) direct mail strategies including postcards, flyers, surveys, letters, thank you notes and brochures; (c) digital/electronic communication via email, website specials, blogs, social media outlets; (d) written documentation like articles, special reports, blog posts, press releases, eBooks to promote the brand; (e) verbal communication via voicemail, answering services, talking to clients, seminars, webinars, voice over content, and interviews; and (f) other forms of communication including signs on vehicles, business cards, billboards, flyers, and brochures. In conclusion, strategists will yield the best results from their marketing campaigns by communicating to audience members in a way that is consistent with the brand’s message and by keeping their promises.

That’s wraps up our discussion for today. On Wednesday we will look more closely at Dr. McIntosh’s fifth strategic practice which reveals how marketers build momentum in their campaigns. Until then … stay organized!

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“The first step toward success is taken when you refuse to be a captive of the environment in which you first find yourself.” – Mark Caine

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For more information on Media Magic’s digital publications, or to purchase any of our Business Life audio book titles, please visit amazon.com’s new feature called “Author Central” to view:

Mayr’s Author’s Page

References:

Vincent, L. (2012). Brand real: How smart companies live their brand promise and inspire fierce customer loyalty. New York, NY: AMACOM.

Dr. Meggin McIntosh, P. (2015). Marketing what maters. Marketing What Matters (p. 21). Reno: Meggin McIntosh, PhD.

Determining A Brand’s Message

Published April 24, 2015 by Mayrbear's Lair

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Today we continue our examination of the role a company’s image plays and how to determine a brand’s message in the development of their marketing campaigns. To market a product or a company effectively, management teams must have a concept of how to promote and position themselves to stand apart from the competition. In his book, Brand Against the Machine, Morgan (2012) postulates that the number one asset any organization or individual has is their unique personality and their attitude. This is what makes them stand apart from the others. A successful image of a company, therefore, can increase the value of that business dramatically. When it comes to creating a corporate image or creating an organizational attitude, perception is one of the most significant components to consider. For instance, one way a company can create an attitude is by conveying that their brand is not merely a campaign that makes promises, but that their actions and behavior convey a commitment to keep those promises (Morgan, 2012). Business leaders that comprehend this concept are ahead of the game when it comes to creating value. In short, their attitude can also bring them added value.

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In her webinar, Marketing What Matters, the second strategic practice Dr. Meggin McIntosh (2015) revealed in her webinar is the importance of determining a brand’s message. One method marketing managers use to make this determination is by engaging in strategies that can help them enter the conversations that are already taking place in the minds of their best consumers. This means that leaders must identify what they are offering and communicate that message simply and clearly. If consumers are confused, they will not be motivated to try out that brand.

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Marketing managers must also do their best to determine what the brand benefits are, versus what their features are. For example, a business that offers a specific product like an electronic tablet, would need to find out, (a) which consumers would want to use their product, (b) why a consumer would be interested in spending time using their brand, and (c) how the consumer’s life will change or be different after their experience with that brand’s product.

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Finally, in determining a brand’s message Dr. McIntosh purports that the firm must be consistent in how they present their image and products. In other words, they must not only be consistent in delivering the same message through their logo, and the methods they deliver their transmissions, they must also display an appropriate level of professionalism, convey that they care about what they are promoting and selling, and that they are in alignment with their mission statement by keeping their promises.

Well, that’s a wrap for this time. Next week we will focus on the last three strategic practices Dr. McIntosh uses to help leaders develop tactical and straightforward methods to communicate messages about who their brand is, what they do and why they matter. Until then … stay organized!

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“If you put yourself in a situation of unpredictability and then find that it’s completely possible to accept it, then you become an observer.” – David Tudor

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business skills development April 2015 - 2

For more information on Media Magic’s digital publications, or to purchase any of our Business Life audio book titles, please visit amazon.com’s new feature called “Author Central” to view:

Mayr’s Author’s Page

References:

Dr. Meggin McIntosh, P. (2015). Marketing what maters. Marketing What Matters (p. 21). Reno: Meggin McIntosh, PhD.

Morgan, J. (2012). Brand against the machine: How to build your brand, cut through the marketing noise, and stand out from the competition. Hoboken, NJ: John Wiley & Sons, Inc.

How Brand and Image Play a Role in Strategic Marketing

Published April 15, 2015 by Mayrbear's Lair

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On Monday we assessed the significance of developing an image that helps build consumer trust. Today we will dive a little deeper to help understand why. In his book, Brand against the Machine, John Morgan (2012) points out that the partnership a firm has with their shareholders is also critical to the success of their image, or brand. He further explains, that because of technological breakthroughs, new marketing strategies will be designed with people and not at them (Morgan, 2012). In short, in order to stand out in today’s crowded marketplace, companies are looking to include innovative tactics to present their image and will do so in a unique way to engage their audience. Plus, companies are developing strategies to win consumer business by giving more and selling less.

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To reach successful outcomes, a company’s goal is to position themselves (and their brand) in the mind of the consumer as one of, if not the top authority in their industry. To achieve this, they must know how to promote themselves and present an image that is different from that of their competition as well as deliver what they promise.

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In her webinar, Marketing What Matters, Dr. Meggin McIntosh (2015) points out that every business is interested in providing more information about their services and goods. Their desire is to create an awareness about the firm that affect their emotions in a positive way, so consumers will consider doing business with them. They key to creating a marketing campaign is to know what the company’s goals are and deliberately and mindfully come up with a plan to achieve them (Dr. Meggin McIntosh, 2015). The company image, therefore, should provide an emotional connection to the audience. In other words, a company’s image is not only about market share, it is about mind-share. To develop an effective company image or brand, leaders must be able to communicate to potential clients the following components: (a) who they are; (b) what they do; and (c) who they do if for.

That’s it for this time. On Friday we conclude our discussion on the significance of a company’s image and how it plays a key role in a firm’s marketing strategies. Until then … stay organized!

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“The time you enjoy wasting is not wasted time.” – Bertrand Russell 

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business skills development April 2015

For more information on Media Magic’s digital publications, or to purchase any of our Business Life audio book titles, please visit amazon.com’s new feature called “Author Central” to view:

Mayr’s Author Page

References:

Dr. Meggin McIntosh, P. (2015). Marketing what maters. Marketing What Matters (p. 21). Reno: Meggin McIntosh, PhD.

Morgan, J. (2012). Brand against the machine: How to build your brand, cut through the marketing noise, and stand out from the competition. Hoboken, NJ: John Wiley & Sons, Inc.

How A Firm’s Brand and Image Helps Consumers

Published April 13, 2015 by Mayrbear's Lair

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This week we return after having taken time away for relaxation, reflection, study, and rejuvenation. We begin the week by taking a closer look at the concept of “image,” how a brand name or corporate image can affect a company’s outcomes, and also examine the role it plays in a firm’s marketing strategies.

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Let’s face it, in today’s world, leaders face a global marketplace that is overcrowded, noisy, and extremely competitive. In spite of this chaos however, corporate executives are still able to develop a unique image or brand. Furthermore, because of the internet and advances in technology, they can now build unique relationships directly with their target audience. In fact, now that studies have revealed over 50% of emails are read on a mobile device, corporations are directing their marketing strategies to include electronic devices to expand their customer reach.

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This is why consumers are continuously bombarded with thousands of messages that push a company’s image, whether that person is interested or not. In this new market place, employers conduct business by interrupting their target audience repeatedly with their messages. Consumers typically face these brands any time they log on to social media outlets. This is why a company’s image is important.

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Last week I attended a powerful accelerated learning webinar hosted by Dr. Meggin McIntosh called Marketing What Matters (2015). One of the first things she disclosed was the importance of a company’s ability to communicate what they want consumers to know about them, how to feel about their products and/or services, and communicate why they are the best choice to help them with their needs. Smart leaders also know, that when a customer is excited and has a positive feeling about a service or product, they are motivated to take action (Dr. Meggin McIntosh, 2015). This is why the most successful corporate managers include these components in the decision making process when developing a company’s image. Their intent should be to give consumers an opportunity to get to know them better, help them feel safe about their services or products, so audiences can in turn, offer their support and ongoing loyalty.

That’s it for this week. On Wednesday we continue our examination of the importance of a company’s image and the role it plays in the company’s marketing strategies. Until then … stay organized!

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“Success is the progressive realization of predetermined, worthwhile, personal goals.” – Paul J. Meyer

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For more information on Media Magic’s digital publications, or to purchase any of our Business Life audio book titles, please visit amazon.com’s new feature called “Author Central” to view:

Mayr’s Author Page

References

Dr. Meggin McIntosh, P. (2015). Marketing what maters. Marketing What Matters (p. 21). Reno: Meggin McIntosh, PhD.

 

Giveaway of Thanks Sweepstakes!

Published November 14, 2014 by Mayrbear's Lair

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Thanks to everyone that’s been participating in our first Giving of Thanks Audiobook Collection Giveaway! We appreciate your helping us celebrate this season of gratitude and appreciation.

To participate, simply send an email with GIVEAWAY in the subject line. Then submit your name in the body of the email and send it to us at: mediamagick@yahoo.com.

Then, at the end of November, we will award ten lucky winners the entire collection of our accelerated learning business life audio book series! Good luck everyone!

accelerated learning ad TWO - Oct 2014

For more information on Media Magic’s digital publications, or to purchase any of our accelerated learning Business Life titles, please visit our website at:

Media Magic Publishing.

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Meditation is all about the pursuit of nothingness. It’s like the ultimate rest. It’s better than the best sleep you’ve ever had. It’s a quieting of the mind. It sharpens everything, especially your appreciation of your surroundings. It keeps life fresh. – Hugh Jackman

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