Tags: ethics, marketing to minorities
Marketing to minorities: ethical or not?
When I first started thinking about it, I had no qualms with a company creating a separate marketing campaign to target minority groups. The “Me Encanta” campaign from McDonalds seemed harmless enough, translating slogans and catch-phrases into Spanish and featuring Hispanic men, women and children in their advertisments. They have a different culture, so why not celebrate that in a McDonald’s campaign?
Well, the problem lies in the fact that when a company creates a campaign around a specific ethic group, they are in a sense segregating them from the rest of Americans. Is it: They’re Hispanic, they have a different culture than White Americans, they need a different campaign designed for them. Or, is it: Let’s celebrate their culture and speak to them in a way that they will appreciate.
I think there is a very fine line drawn here between celebrating and honoring the diversity in our country and furthering the separation of minority groups from the rest of America. Many students in my class have suggested the use of “culturally senstive professionals” to oversee these sort of campaigns to make sure they are not offensive in any way. During a time when the minority populations of America continue to grow at an increasing rate, I think this is an exceptional idea. Having someone on staff that would be able to communicate which ideas perpetuate stereotypes, and which actually speak to the members of the minority communities would be invaluable.
I’m interested to hear your opinions on this topic. What do you think?
Tags: Mobile Marketing, text messaging, trade shows, waste expo
Who would have thought the WasteExpo would be the first event I see mobile marketing being used in my industry?
The WasteExpo is a trade show for the waste management industry, to be held in sunny Las Vegas this year. Yes, I tried to sign up as a trip chaperone. No, I don’t actually want to check out the new garbage trucks on the market. Besides the fact that it’s in VEGAS, there’s another reason I’m really interested in this show: they’re using mobile marketing!
Yesterday afternoon, I received the show’s Marketing Handbook, which outlines all of the marketing and advertising opportunities available surrounding the show. The usual list rentals, logo display and event sponsorship opportunities were available… as was a “Mobile Marketing” opportunity.
A little excerpt from the handbook:
Reach a new generation of industry buyers who rely on mobile marketing for their communications needs.
Through WasteExpo’s new mobile marketing program, you can alert WasteExpo 2009 attendees of the following:
- Activities in your booth
- Show Special Promotions and Giveaways
- Invitations to Hospitality and VIP Events
When the show attendees arrive, they will be greeted by signs instructing them to “sign up” for alerts by texting a code from their cell phone. Throughout the day, our company can send offers, up to 160 characters in length, to those attendees who have signed up.
The cost: $500 per message.
Is it worth it?
It’s new, it’s exciting, and it’s easy. Plus, this new technology may entice attendees who normally wouldn’t leaf through the exhibitor brochure’s advertisements. Increasing booth traffic through the use of mobile marketing will increase the number of prospects we receive, therefore increasing the number of sales we’ll eventually make.
Additionally, calculating an ROI for this marketing effort would be easy. Make one sale as a GPS tracking provider, and you’ve paid for the investment three times over.
I think it’s a really interesting idea to introduce mobile marketing to trade shows. It really lays the groundwork for what’s to come with these industry shows in the future. The attendees want to get as much information as possible from the companies they are interested in while they are there. Having access to time-sensitive information about booth events, presentations and demonstrations will greatly improve the attendee’s experience at these shows.
Tags: product launch, starbucks, twitter, via
On February 17th, I loaded up my TweetDeck thinking it would be like any other day on Twitter. Some inappropriate jokes, some celebrity gossip, maybe even some pictures of a photographer otter. But, no, it was not like any other day.
Starbucks announces on Twitter that it’s now offering INSTANT COFFEE in my state. Ok, ok, maybe it’s not as earth-shattering as the Rihanna/Chris Brown situation but still, this is a big step for Starbucks. My interest in the Starbucks tweet was not that they were announcing the brand, because there were emails and press releases that also went out. What I was very interested in was how Starbucks used their Twitter account throughout the day to answer consumers’ questions, offer free samples, and share pictures of the Via events.
Starbucks understands the power of social media, especially instantaneous sites such as Twitter. Those companies who are auto-following everyone who won’t block them, sending out 1-way advertising messages are NOT using Twitter to their advantage. In fact, they are becoming the new age spammers. But Starbucks has a solid understanding of the power social media in a marketer’s hands: it is the ultimate customer relationship tool. Use it wisely to answer questions, create buzz and involve customers with your brand and you’ll hit a home run.
Oh, and by the way- I ordered my free sample of Via. I’ll let you know how it is =)
Tags: amusement parks, Mobile Marketing, six flags
Not really, but it would be a cool idea.
Mobile marketing is a pretty neat thing. Being able to reach an audience that’s on the go is becoming increasingly important as the younger generations become more mobile.
While talking about mobile marketing during this week’s class discussion, I started thinking about companies that could potentially use mobile marketing to their advantage. The companies who could benefit most would be those companies whose target market needs information but is not in front of a computer.
Six Flags could definitely use mobile marketing to their advantage. With the goals of improving the customer experience by providing useful information, as well as increasing interaction with their customers, Six Flags could enact the ultimate mobile marketing campaign.
Here’s what I came up with:
When a visitor entered the park, billboards and posters can be displayed which encourages them to text “ACTIVATE” to “6FLAGS” to begin receiving the following information:
- Ride closures/delays
- Limited time sales at concession stands and souvenir shops
- Giveaways such as free tickets for their next visit, free upgrade to a Flash Pass, free lemonade, etc.
- Video ads of the top coasters in the park
- Proximity messaging through strategic kiosks throughout the park, sending information about the closest rides and concession stands
In addition, visitors could download an interactive map application which uses the GPS signal from their cell phone to show them exactly where they are in the park. Six Flags could then use this information to determine heavy traffic areas, which could be used as support for future park development and restructuring.
When leaving the park, visitors could either text “DONE” to “6FLAGS” to end the text messages, or they could text their email address to receive future promotions from the park.
Is this something you would be interested in? In my head, it’s a brilliant idea but I want to hear other peoples’ opinions!
Tags: can-spam, Email Marketing, opt-in, spam
The advent of the Internet in the 1990s was a great thing. The current interconnectedness of the world, efficiency of the workplace and speed of news distribution can all be attributed to it. Personally, I can’t picture my life without the ‘Net, personally and professionally.
90% of my work day revolves around my computer: emailing, managing our PPC account, sending electronic newsletters to customers, researching competition. You name it, I’m doing it on the Internet. (Ok, maybe not everything…don’t worry, Dad.) What I mean is that we hold meetings online, we can chat face-to-face with clients across the world, and we’re able to retrieve and disperse information instantaneously.
In my personal time, I’m constantly uploading pictures to Flickr, chatting with friends on Facebook, reading some hilarious blogs, updating my Twitter status, or wasting hours playing this game. (don’t try it if you’re competitive and you have less than an hour of spare time lol)
Oh, the glories of the Web!
But is it all sunshine & fairy dust?
With the rise of the Internet came the rise of identity theft and spam. I’m sure they are 2 things the world could have lived without. Because of the poor actions of few, many spend time defending the security and legitimacy of business conducted over the Web. (Side note: according to Wikipedia, 80% of spam is sent by fewer than 200 spammers!)
When I send out an electronic contract to customers, asking for a digital signature capture, there is almost always some sort of question about the security of it.
When I ask customers for their email address to send over a newsletter, they want to know what it will be used for. They are worried about their inbox being flooded with spam…and I can’t blame them! Wikipedia states that in June 2007, 100 billion pieces of spam were sent out each day! That means 90% of all incoming email traffic at the time was spam.
CAN-SPAM, Can you Spam, Spam-a-lot, Spam in a Can?
In 2003, the CAN-SPAM Act was passed which helps the FTC to regulate the transmission of spam and pornography through email. E-mailers are now required to include a valid return address and opt-out information on all commercial email messages that are sent. Although the act was designed to prevent spam, there are no provisions in the Act which require e-mailers to get permission before sending marketing messages. This doesn’t mean it’s a free-for-all if you’re running a legitimate and ethical business, though. (See my thoughts on “opt-in” below.)
Since the CAN-SPAM Act was signed, technological advancements by ISPs have reduced the number of spam messages that users actually see. Many spam messages are trapped in spam filters, keeping inboxes (relatively) clear. Needless to say, you still get that occasional email from Viagra or the Prince of Nigeria. And even though the amount of spam Americans receive has leveled off, they are still skeptical about email marketing- unless they have requested it.
What’s in the future for marketers?
Opt-in email marketing: it’s as simple as that. Ask your audience for their permission before sending emails. Whether you collect their information on your website, as they become a customer, from an email they send to you- make sure you ask them for permission before sending out a marketing message.
In addition to getting your customers’ permission to send them emails, let them know what the value is! A customer will be much more willing to release their personal info if they are getting something of value out of it.
Sending a newsletter? Let them know that they’ll learn tips & tricks about the software they’re using. Sending coupons? Tell them that they’ll be saving money on the products they already buy. Sending press releases? Let them know they’ll be the first to know about breaking news about the company. A customer’s information is a valuable commodity for marketers- it will not just be given up without a trade-off.
Something else to consider is frequency of emails. Every 3 months? The customer will forget your company. Every 3 hours? You will have more un-subscribe requests than you can handle. Take a lesson from Victoria’s Secret and understand that the customer does not want to receive multiple emails from you every day. If possible, ask your recipients how often they would like to receive emails from your company…and then follow those recommendations!
Although email marketing has gotten a bad reputation due to spam, there is still a way to use it correctly and see a good ROI:
- Ask for permission
- Provide value
- Don’t bombard them
I’m interested to hear what other marketing professionals think about email marketing. Have you run into any problems? Have you seen an incredible ROI with this method? What are your thoughts?
Tags: electronic reader, Kindle, newspaper extinction
Today, Amazon introduced the second generation electronic reader, Kindle 2. Much like its predecessor, the Kindle 2 functions as an all-in-one magazine/book/newspaper/blog reading device. By “purchasing” a book, newspaper, magazine or blog through Amazon, Kindle owners can have electronic versions uploaded to their devices within seconds. And with enough memory to hold 1,500 books, the Kindle 2 is literally a hand-held library.
Most of us would cringe at the thought of reading an entire novel on a computer screen: the eye strain would most likely cause legal blindness. Not fun. Developers of the Kindle took this into consideration, and according to Amazon:
Kindle 2 is purpose-built for reading with a high-resolution 6-inch electronic paper display that looks and reads like real paper, which lets users read for hours without the eyestrain caused by reading on a backlit display.
What does this mean for hard copy?
Why, oh why, would a person want to tote around paperbacks when they can have their entire library at their fingertips on a Kindle? Well, there are a few reasons:
- Cost– the Kindle comes in at $359. Not exactly a bargain in this economic situation.
- Battery Life– although Amazon claims extended battery life, many testers found the battery draining to halfway after a day of intermittent reading. Your hardcover isn’t going to die on ya.
- Availability of Titles– not everything is available on the Kindle. I’ll give it to Amazon, they do have an incredible selection but it’s not perfect.
- The Feel of a Book– or a newspaper, or a magazine. There’s something nice about curling up with an actual book on a rainy Sunday. For some reason, I don’t think an electronic version will be as, well, cozy.
- Borrowing– you can lend a paperback to a friend while you read another. Not the case with the Kindle. You buy it, it’s yours. No sharing. If Amazon allowed you to “lend” the title to other Kindle users, I would be impressed.
Overall, it’s a pretty cool product. I have a feeling that a couple years down
the road, Amazon will work out the kinks (slow page turning, battery life, cost, etc.) and a far superior product will emerge. I don’t think hard copies have anything to worry about until then. I don’t forsee enough people wanting to shell out $359 for something when they can borrow a book from the local library for free, pay $1 for the newspaper, or read a blog on the computer for free. Let’s talk again when the Kindle 5 comes out.
Tags: crisis communication, mommy bloggers, monitoring blogs, motrin, twitter
Were you on Twitter the day the music died for Motrin? In November 2008, Motrin posted an online ad on their website, chronicling the phenomenon of “baby wearing.” Using one of those little kangaroo pouches no doubt puts some strain on a mother’s back and neck, so what’s the problem?
The last line in the ad: “so if I look tired and crazy, people will understand why.” So….mom’s look crazy with their baby sling on? Not such a good idea, Motrin- don’t, I repeat: DON’T piss off the mommy market.
What ensued afterward was an all out uprising of mommies all over the Internet. Within hours, the most tweeted subject was #motrinmoms. Videos of outraged moms appeared on YouTube. Bloggers asked followers to boycott the brand. Did I mention this all occurred within a few hours?
When the ad agency who created the video ad was questioned, they admitted they didn’t know much about Twitter. Essentially, they had no idea that the brand they represented was being torn to shreds by the public, simply because they were not in tune with technology.
A Word to the Wise: Know Your Audience!
Motrin obviously knew that Moms are part of their target audience. What they didn’t know was that Moms have become ever-present on the Internet as of late. They blog about their children, they connect with other mommies on Twitter, and they start groups on social networking sites. Motrin made a tremendous mistake by not knowing this- they were not able to be prepared for what happened.
The Internet has dramatically changed the world of public relations, and more specifically crisis communications. The Web has given everyday people a platform to speak their opinion, find like-minded people, and wage an all-out war against companies. This doesn’t mean that all companies need to be terrified of Web 2.0. It simply means they need to be aware, and prepared.
Understand that the blogosphere and the world of social networking allows information to be exchanged instantaneously and to many people at once. Re-tweeting, posting to Digg, and linking in a blog can spread information faster than a, um, “cold” in a college dorm. Google Alerts and RSS feeds add to the speed at which news travels on the Web.
Bottom line: technology continues to evolve, and if marketers and public relations practicioners do not get on board, they’ll be left in dust wondering what in the world just hit them.
Tags: collaboration, crowdsourcing, web 2.0
Need a website designed? Want a new logo? Not sure who you want to work with?
Put the job out for bid on 99designs.com!
99designs utilizes the latest R&D method available: crowdsourcing. According to Wikipedia, “crowdsourcing is a neologism for the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people or community in the form of an open call.” In laymen’s terms: it’s allowing the public to help a company in research, development and product design.
Companies like 99designs take full advantage of the concept that the world is flat by allowing people all over the world to connect and collaborate. Coordinating with people all over the globe means that the most creative ideas can finally come together in one place: the Internet.
But how do the creatives feel about the ability to collaborate like this?
99designs, founded by some SitePoint guys, uses inane web 2.0 vernacular (“crowdsourcing”), deceivingly open-armed design (“oh look, it’s a paper airplane icon! tee-hee!”), and the thin veil of “contests” to come across as a legit alternative to traditional business practices.
According to this post by Kevin Potts on graphicPush, 99designs is the anti-christ who steals the blood, sweat and tears from real graphic designers for a measly $200. His argument is valid: sites like 99designs cheapens the art of graphic design for everyone. The designs submitted are based on a creative brief created by the client, but the designer never has the chance to meet the client, learn about the business, and get a feel for the company’s brand.
As we’re learning in the IMC Program, cohesiveness in a brand is imperitive. So maybe these sites ARE the anti-christ? Or maybe they’re a great alternative for a start-up company without much expendible cash? The jury is still out.
What are your thoughts on crowdsourcing design work? Is it the next big thing, or is it destined to strip the world of talent as Potts argues?
Tags: barack obama, campaign marketing, election 2008, obama, obama marketing, presidential campaign
In honor of yesterday’s presidential inauguration, I wanted to take some time to look at the 2008 Presidential campaign. Let’s put aside the issues and political parties, let’s leave Sarah Palin’s perfectly-styled hair alone… let’s talk about the marketing efforts of the Obama camp.
Obama has changed the way presidential campaigns are run. He has connected with the American public in a way not seen (or heard of) since FDR started his fireside chats. But how did he do it?
New Tools to Reach a New Generation
Never before has a presidential candidate texted voters; I’m pretty sure John Kerry didn’t have a Facebook page; and I’m positive that Al Gore was not updating his status on Twitter. But Barack Obama used these tools to his advantage. He understood that the youth vote was becoming ever-important, and the best way to reach this demographic was through emerging media tools. Besides his normal campaigning activities (speeches, television commercials, debates, etc.), Obama integrated the following marketing tools into his campaign:
- Facebook & MySpace pages
- Twitter & Flickr accounts
- iPhone App
- YouTube videos
- Email marketing
- SEO & PPC efforts for top search engine rankings
- SMS campaign
- Blogs from Obama’s team
- And an easy-to-use website with frequent updates
Obama’s team understands the importance of information, and they understand how quickly this generation expects to receive information. In the age of technology, voters do not want to wait for the daily paper to arrive the following morning to know who was chosen as the candidates’ running mates. Voters don’t even want to wait for the 10 o’clock news. They want the information quickly, and they want it where they can easily access it- online, and on their phones. Obama used this to his advantage when he announced the addition of Joe Biden to the ticket by text message.
Change We Need
how depressing. With everything else that was going on in 2008, I don’t think Americans wanted a repeat performance. While John McCain continued to use television ads as his main marketing avenue, Obama saw the need (and desire) for change. The overwhelming desire of the American people for something new coupled with all of this new technology opened the door for whoever wanted to step through. Obama took that step, putting him leaps and bounds ahead of McCain as far as marketing is concerned.
It is clear that Obama has completely changed the way presidential campaigns will be handled in the future. Not only will candidates pay closer attention to the youth vote; they will pay close attention to the emerging tools through which they can comminicate to their audience.
Tags: Bluetooth, Intera, Macerich Group, Mobile Marketing
You’ve seen it: the “all-important business guy” who can’t take the chance of missing an important call, so they leave their Bluetooth in their ear while walking to the store, grabbing a bite to eat, working out…is that thing permanently attached to his ear? Back in my waitressing days, I actually had a conversation with a woman who wasn’t talking to me. She was chatting away on her Bluetooth, and I was answering her questions, thinking she was asking me about the menu. You can imagine how embarrassed I was when she turned her head and pointed to her Bluetooth with an annoyed look on her face, as to say “God, can’t you see how important I am? Don’t bother me with your ridiculous banter about my lunch.”
Anyway, it turns out that these little things may be the newest tool in a marketer’s arsenal.
Earlier this week, Macerich Group in Los Angeles announced that it was partnering with the marketing group Intera in order to set up bluetooth proximity advertising in five LA malls.
What does this mean? Well, for one, your trip to JC Penny for a new tablecloth may wind up in a trip to Victoria’s Secret, Macy’s, Neiman Marcus…and possibly a quick stop at Orange Julius. Ok, ok- let’s back up a second- why are we stopping at all of these stores?
Bluetooth proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so. (Thanks, Wikipedia!) In layman’s terms: an advertiser uses strategically placed Bluetooth message transmitters to seek out all Bluetooth users in the area in order to send them a message. This “message” can be anything from a coupon, an invitation to an unadvertised sale, or even movie trailers.
So, as you finish checking out at JC Penny, you receive a text message alerting you of a sale at Victoria’s Secret (hey, $20 off my purchase? Not bad!), a free giveaway at Neiman (I’ve always wanted to try that perfume!), and a BOGO promotion at Orange Julius (who cares if it’s just me- I can drink 2 of those bad boys!). At the end of the day, you’ve spent $75 more than you had planned, and you’ve got a terrible belly ache (Orange Julius was a bad choice).
As a marketer, you’ve struck gold! That’s $75 extra in your company’s pocket at the end of the day.
Is this a good thing?
Personally, I think that Bluetooth marketing has the ability to provide extremely effective marketing messages. If people are already at a specific location (say, right outside of your store), and you entice them with the offer of 10% off their order if they shop right now- you may have a pretty high response rate. Since the customer is already there, it takes a lot less effort on your part to get them to stop in.
But what happens when the clutter becomes too much?
What if Bluetooth marketing takes off and becomes the latest and greatest advertising medium? More and more messages will be sent out, causing clutter and ultimately frustration on the consumer’s end. A trip to the mall could result in 50 text messages from retailers you don’t even buy from. So what’s the answer?
Opt-In Bluetooth Marketing
What if you sign up with your favorite retailers to receive alerts about sales and promotions? That way, when you hit the mall you’re only receiving texts from stores you actually shop at. You don’t have to worry about Motherhood Materntity sending your teenage daughter a message about the great discounts they’re offering right now (it’s bad enough Bristol and Jamie Lynn are putting these thoughts in her head!).
Currently, companies using Bluetooth marketing send out a preliminary text asking if the user wants to receive a message from the company. (Wait, are they asking permission for the text they just sent? No? For future ones? Ok, I’m confused.) I understand that this allows marketers to reach consumers who may not be aware of the brand, and therefore cannot sign up to receive messages. But it would still be annoying to me.
When I sign up for email alerts from my favorite stores, I most likely read through what they have to offer. But when I get an email advertisement from a store I have never purchased from, it gets sent to the SPAM box. I have a feeling most other people respond the same way, and the same would hold true for Bluetooth marketing. Sending unsolicited messages via Bluetooth could anger the customer and may even damage brand image.
Conclusion: Marketers need to tread lightly as they start using this new technology.
I would love to hear what others think about this new technology- will this be the wave of the future, or are marketers entering a zone that is deemed too personal? Mobile marketing is just starting to take off, but many worry that consumers will not be receptive to advertising on their cell phones. How would you react to receiving messages from local stores in the mall?