Showing posts with label Marketing. Show all posts
Showing posts with label Marketing. Show all posts

Monday, October 19, 2009

Marketing on YouTube: A Double-Edged Sword



“Brands that let their channels lapse and fade away into the wasteland of untidy and untended pages lack a clear understanding of how to use YouTube as a social media vehicle,” writes Catherine-Gail Reinhard, creative director at Videasa, on Mashable.

A branded social media account requires a strong commitment. B.L. Ochman, a social media strategy consultant to Fortune 500 companies and the head of whatsnextonline.com, wrote about how starting a Twitter account and then not using it can be damaging to a company's brand. A YouTube account can certainly be valuable, but requires just as much care.

Continued...

Monday, August 31, 2009

Learning from the Pros - Red Bull Extends the Brand to the Web

Smart branding extends a consistent personality to everything the brand touches. Benefits to emphasize are carefully chosen and extended to everything from the colors, fonts, and logos used, to the events sponsored, to what the CEO says in an interview. It is absolutely essential that every brand have an Internet presence that fits its brand.

Red Bull, for example, markets to young, risk-taking audiences seeking tons of energy. They emphasize a dangerous image for their highly caffeinated, nuclear-neon drink by well-chosen sponsorships: late-night parties, b-boy competitions, extreme sports events, athletes, and music artists (like a client of mine- Bassnectar), all in cohesion with their daring and energetic brand. Red Bull’s website opens with a video of extreme mountain bikers crashing.

"I don't know how many bones I've broken," one biker reports. "I think it's about 25."

Continued...

Friday, August 28, 2009

Vinegar and Ice Cream, Cialdini, and Woot.com


Two weeks ago, I ordered thoroughly indulgent gourmet vinegar: Cavedoni Botte Piccola Italian Balsamic. The normally $56 bottle was selling for $39.99 on Woot.com. At first I resisted temptation, but after reading the enthusiastic discussion on the forums, I gave in. I am one of many who daily submit to the site's brilliant business model.

Woot purchases a single item in bulk and offers that item at a large discount until it runs out. Cialdini discussed this "weapon of influence": scarcity. We do not like when any choice, including the choice to buy, is taken away. Thus, we are more likely to buy something we know will disappear, just because we still have the opportunity to do so.

Continued...

Tuesday, August 4, 2009

Go to your Farmers’ Market. Buy some food. Drool. Eat. Savor. Repeat.

My first job was working at the Eastern Farmer's Market on Capitol Hill in Washington, DC, selling produce for Marshall Farms. I think I was ten years old? Back then I didn’t eat much of the produce I was selling. Eggplant looked terrifying to me. Squash was untouchable. Even tomatoes were too strange, although I gladly handed out samples, explaining to customers that some were sweet, some tasted more acidic… parroting what I’d heard people say, and faking a southern accent. City folk trust southern produce.


There are a lot of socially conscious reasons to buy local, but my primary motive? Taste. Nutrition. A better, fresher, more flavorful and delicious peach than you could ever find at Food Lion. An heirloom tomato from Takoma Park that takes a sandwich that was alright and makes it heavenly. Blackberries too delicious to talk about without blushing. ..I wish I’d taken a picture before I ate them all. The carnivores will find happiness, too, enjoying flavorful, fresh cuts of beef, chicken, turkey, lamb, pork, and so on. The fresh butter is delightful. The eggs are scrumptious and hooray! –chemical-free. A necessity for allergy-crushed kids such as myself. My kitchen currently boasts farm-fresh peaches, cantaloupe, tomatoes, cucumbers, beets, two types of squash, zucchini, cayenne, turkey, butter, and eggs. There are some things worth spoiling yourself over, and I think splurging on food that’s healthy and delicious is more than worth it.

I admit I’m selfish in that I target much of my activism toward personal benefit. Obesity-prevention initiatives to lower the costs of fruit and vegetables by taxing sugary drinks? Sign me up. Network neutrality to protect my precious internet? I’m there.

By buying local food, I get much bang for my buck. The food is delicious and nutritious. I know most of my money goes right to the farmer. I’m stimulating the local economy. I’m preserving the genetically diverse and thus varying flavors of heirloom produce instead of mass produced food only in the most easily shipped and preserved varieties. I’m taking care of my environment by taking trucks off the road and conserving energy. As I sit eating a piece of cantaloupe, I feel conscious and spoiled all at once. Glorious.

For my Blacksburg crew, the market is on the corner of Roanoke and Draper Roads and is open on Wednesdays from 2pm-7pm and Saturdays from 8am-2pm. Come out August 22 for the Tomato Contest and taste over 40 different tomatoes!

For everyone else, find local farmers’ markets by typing your zipcode into LocalHarvest.org.

Enough from me. Why do YOU buy local food?

Tuesday, June 30, 2009

Ani Tix Winner: Jennifer Heit!

Congrats! Names were pulled from a hat, and you won two tickets to the Ani Difranco show July 9th. :)

Send me an email for confirmation: jessicalforrester@gmail.com.

To the others- Keep checking back for freebies and general blabber.

Jennifer- See you at Rams Head Live!

I'd make a graphic but most unfortunately I am without laptop this week, and so I am without Photoshop. I suppose I could mess with GIMP, but I'm not feeling so inclined.

Here's hoping HP gets it back to me soon.. Four days without it feels like torture. I think these are the signs of addiction, no?

Friday, June 26, 2009

Win Two Free Tickets to See Ani DiFranco at Rams Head Live

This feisty, smart, ambitious (but conscious!), guitar-string-bustin-punk-rocker-with-an-acoustic is heading to Baltimore, MD’s Rams Head Live on Thursday, July 9th. I’ll be there. Will you? I have two tickets to give away to one lucky reader.

For a shot at the tickets, leave a comment here!

Contest ends at 8 pm on June 30. I will put the names in a hat and have my grandmother pick a winner. I realize that you have no way of knowing whether I’ll actually do this. Guess you’ll just have to take that chance. :)

Didn’t win? Don’t stress! There will be more give aways, and tickets to Ani aren’t sold out yet!

Ani DiFranco and The Conscious Job Hunt


A 1997 letter to Ms. Magazine, famous now to her fans, quotes Ani Difranco as writing, “I'm just a folksinger, not an entrepreneur.” Ani Difranco’s team began the Buffalo, New York-based independent label Righteous Babe Records: “a small business that puts music before rock stardom and ideology before profit.”

Like many recent grads on the job hunt, I’m discovering just how important it is to me that I work for a company I can feel proud of. The decision of where to apply feels heavier than, “Who do I want to work for,” as I also try to answer, “What will I represent?”

Continued..

Wednesday, June 17, 2009

Promoting Music and Shows with Web 2.0: Bassnectar


A web presence is important for any business; this is particularly true for musicians. How do I decide whether or not to attend a show at The Lantern in Blacksburg, Virginia by a band or DJ I don’t recognize? I look them up online. A poor web presence or unappealing recorded tracks can easily dissuade me.

When I met Lorin Ashton of project Bassnectar in August of 2007, he was already a frequent MySpace blogger and a YouTube hit with a large following on the west coast, including what SF Weekly described as “The largest cult following of any DJ in San Francisco.”

Continued..

Thursday, June 4, 2009

Research Confirms: If I'm Cryin', I'm Buyin'


Your company has an amazing product. You want to show me everything it can do. It can get the stains out of my clothes and cut a car in half while calling my ex-boyfriend’s mother to gently inform her that I broke her flower vase - all at the same time. But research shows that learning these benefits has little impact on me as a consumer if I’m not driven emotionally.

Continued..

Wednesday, May 27, 2009

How to Add a "Tweet This" Button After Your Blogger Posts!

Go to your blog. Click Customize in the upper right corner, then "Layout" and then "Edit HTML". To be safe, check the box to expand your widgets and then click the Download Full Template option before you fiddle with your coding.

With the widgets expanded, search the content for "<data:post.body/>" (you can use ctrl+f to do this search). After this, paste the following:

<b:if cond='data:blog.pageType == "item"'><span style='float: left; background: url(https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjni9Mv2WyPPwelHmvpXgmofU-7uVXa8kQQy5uhrePhiEkFUaHq3_ybpzcj8BPBTsVY3nAWPz6aKDzPQZlwJEGuq3W34nPCmOd6AbWt_95_6ViYLT4rhQDDVzsdlCK0NkZTDtzF883ELDms/s128/twitter-16x16.png) left no-repeat; padding-left: 20px;'><script charset='utf-8' src='http://bit.ly/javascript-api.js?version=latest&login=tweettrackjs&apiKey=R_7e9987b2fd13d7e4e881f9cbb168f523' type='text/javascript'/>

<script charset='utf-8' src='http://s.bit.ly/TweetAndTrack.js?v=1.01' type='text/javascript'/>

<a expr:onclick='"return TweetAndTrack.open(this, \"" + data:post.url + "\");"' href='#'>

<span style='display:none;'>I'm reading: <data:post.title/></span>Tweet this!</a></span></b:if>

Where it says "I'm reading" you can put whatever you want the person's tweet to say. In this example, a tweet would show up like this:

Blogger Buster made it easy for me to add a "Tweet This" button after my posts, but I'm still not satisfied with the design. The button only shows up when you click the post title to specify the link to the specific entry. This means the people who read the blogs off of the main page (as I'm betting you're doing now!) won't see my button. Any good remedies for this?

I was hoping to add a summary feature to collapse all but the first paragraph of each blog. This was in hopes of accomplishing two things: one, getting the user to click the link to read the full blog, and thus, see my Tweet This button (a cheap fix, but if it worked I'd be satisfied!) and two, it'd summarize my posts to allow easier browsing.. which was actually more for my other blog, minifad.blogspot.com, which has recently focused very much on the odd food I'm making for this diet... something not of interest at all to some of my readers. Shortening my posts to summaries would allow those bored by my black bean chocolate cake antics to skip on to my post on How to Dance With Girls at the Lantern.

If anyone has successfully combined these two features: the Tweet This button and the expandable summarized posts, do let me know. Or, alternatively, if you have another solution that makes the button show up on the main page but still link to the posts individually.

I know, I know. I'm picky for someone who only barely fiddles with coding. But I know what I want, alright?

-Jess

Monday, May 25, 2009

Blogging for Pay: Can You Remain Credible?

According to the bloggers at Wall St 24/7, internet advertising revenue is in decline. When Google AdSense profits don’t add up, more bloggers are writing entries for pay to support their work.
As a new employee of Handshake 2.0, I sought to dig into the ethics of this model. How can we retain credibility while writing a review a business pays us to write?

Blogs like Handshake 2.0 have two goals in mind:
1) Establish their blog as a credible resource by providing meaningful, useful, and entertaining content.
2) Assure businesses purchasing blog-coverage that they are making a safe investment. A business must be sure they won’t end up paying for a Signature Warm Handshake only to end up with a bad review.

A blogger must write articles that are of interest to their readers, giving businesses positive reviews only if they are warranted. This means a blogger must turn down clients who cannot be represented without compromising these functions. If the match with the client isn’t ideal, it better serves both the client and the blogger to deny that client services. If the blog can’t reach the correct audience with a positive, credible message, the exchange is a failure for both parties.

Besides careful choice of clientele, blogs gain credibility by allowing readers to leave public “comments” below each entry. This is the blogger’s version of EBay “feedback” or www.woot.com’s product discussion forums. If someone or something unworthy gains blog spotlight, readers will speak up. By establishing a strong, active readership, a blogger has more users giving diverse replies. This reduces feedback bias and improves this checking system.
Tip: Encourage comments from readers by asking a question in your entry.

When it comes to remaining credible, just remember this: Nothing remains a secret for long on the internet. If your content isn’t credible, prepare to be Tweeted out.

-Jess

Saturday, May 23, 2009

Go Two Point Oh

My old man's business is constantly looking for ways to reach the younger generation, and recently dinner has become a nightly advice session on using Web 2.0. For those not yet in the know, a quick Google define: Web 2.0 gives the wiktionary definition: The second generation of the World Wide Web, especially the movement away from static webpages to dynamic and shareable content.

There's not a business I can think of that couldn't benefit from knowledge of Web 2.0. Even those gearing their services toward our oldest generation can benefit from the business networking and open collaboration our new internet allows.

As a 22 year old recent college grad (Go Hokies!) my focus to date has been primarily reaching my own generation using the internet. I've worked for artists like Bassnectar and Basshound developing guerilla marketing campaigns that seek help from fans in spreading a message- often with an attempt at going viral. These were good projects to take on- entirely different scales and resources, and both open to creative ideas and new tactics. These campaigns combined with street work helped each of them to establish a strong presence on the east coast. Further, I've worked with United Way of Montgomery, Radford, and Floyd in developing Web 2.0 strategies that will be enacted in the coming year, and won first place in a contest to write an integrated marketing plan written for a proposed web offshoot of the Roanoke Times.

I'm a creative marketer, an internet junkie, and an avid blog reader with a growing Twitter addiction. I'm going to try to add some Web 2.0-specific content from here out. If you like my ideas and your company could use someone like me, hit me up and give me a job, won'tchya?

Looking forward to sharing my ideas and learning from the process.

-Jess