Sharpie's IMC and Old Navy goes Mobile

I found a couple of interesting articles I thought I would share that were related to class.

We've talked a lot about IMC - integrating all our communications together so that they support the brand and the campaign we're creating.  Here is a great example of a company, Sharpie, using IMC to maximize impact on their digital - youtube:
Sharpie on YouTube grabs 62 million impressions 

We've also talked about the growing importance of the mobile market.  This article highlights the latest Old Navy mobile campaign on Pandora Radio.  If a listener clicks on the Old Navy ad, they are taken to a mobile friendly Old Navy website.  One of the keys they stressed was being prepared with a site designed for mobile phones if you are targeted phone users.
Old Navy Drives Mobile Sales for Fall Collection via Targeted Ad

Episode 3

This week we’ll take a look at a few major advertising agencies, look at a day-in-the-life of a brand manager and learn about some of the changes in consumer behavior both in the US and globally connected to social media. 

P&G and Unilever are two companies that use a decentralized, brand management structure.  You can read and watch videos about P&G employees, including their brand managers here.  Businessweek did an article on a day-in-the-life of a brand manager a few years ago.  Take a look at what Brand Manager Levin had for breakfast as well as the rest of his day here.

Below are links to four different full-service advertising agencies.  Take a look around their sites, and see not only how they market different but how they are based on different philosophies:

Leo Burnett – It’s all about the big pencil, the big idea – Mr. Burnett created the idea of inherent drama in ads – something that draws us in and gets our attention.  You will know him best as the creator of the Marlboro cowboy.

David Ogilvy started Ogilvy & Mather.  Mr. Ogilvy believed in uniform branding and creating memorable images.  Notice the differences in this website compared to Burnett’s.

Saatchi & Saatchi has built their brand around the idea of ‘Lovemarks.’  The CEO wrote a book about Lovemarks – branding and loyalty beyond what we normally think of.  It’s all about consumers emotionally connecting to brands.

Barkley is a different kind of ad agency.  They are employee owned and focus on honesty in what they do.  Watch the video on the homepage about what they stand for.  Is it different than the other agencies you visited? – you bet!

This is the link for the major advertising awards:  Cannes Lion awards - http://www.canneslions.com/

Here's links to the articles talking about consumer behavior related to social media:

Adweek Article

eMarketer Article

ReadWriteWeb Article

SMI Article

Are you ready for some Fantasy Football? - check this article out at AdAge

Episode 2 - try 2!

Reloading podcast 2 for iTunes to see if it works.

Sorry for the confusion - you can still right click the link above.

Chapters 1 & 2 and some creative advertising

Hitting some high spots in Chapter 1 & 2 then diving into some marketing and advertising events and articles.

IMC is the foundation of this course 

“One look, one voice” - it’s all about branding across all this platforms with a uniform message, them and feel.  All the contact points with consumer should have the same brand feel.

Technology perspective 1-1

Key stat - average consumer

2000 - 30 minutes on-line

2010 - 4 hours on-line

If you look at this in regard to IMC, interactive/internet was a complimentary, even secondary player.  In 2011, this is not true.  Expenditure on internet/interactive advertising has drastically increased.

Web 2.0 - what it is.

85% of Americans own mobile phones.  Many of us consider them an integral part of our lives - especially smart phones.  

If you are looking for the next trend in technology related to advertising - your book suggest e-Readers, but I’m going to suggest tablets - like the iPad.  

I’m using my iPad to find articles for the class through a free on-line magazine aggregator called “Zite.”  Flipboard, Pulse and Editions are other similar on-line magazine/aggregator services.

Chapter 2

Psychographic segmentation:

VALS - take the survey yourself,

Prizm - you can type your zip code into their database and it will tell you the lifestyle groups that live in your area.  

Perspective 2-1

Woman 5 trillion in spending power in the US

55 billion in tech expenditures 

90 billion in electronics expenditures

85% of household spending under women’s control

Women’s roles have in society have changed.  Dell put together a site for women called Della in 2009.

• It was taken down within 10 days
• Seen as condescending by women
• “Tech tips” - were about cooking, recipes and health - nothing tech there.

The lesson - do your research

Here’s some links about Della:

Tech Crunch article

Kate Craig-Wood's letter

Now, let’s talk some current events

Dunkin Donuts has a new campaign following up on our the 2010 Ultimate Coffee Fan search. 

FaceBook is enabling local integration for national franchisers.

• Think in terms of - “one look, one voice”

162 million unique US visitors to FB - up from June. 

Burger King has ditched the King mascot - a nightmare ender for many of us.

Millennial media SMART report - their 50th about the mobile marketing industry.

Mobile advertising figures, examples, and some idea of trends.

Now, let’s look at some fun and innovative advertisements and promotions that are out there:

• Heineken has an occasionally perfect billboard - featuring bands doing short sets.
• From the “Ads of the World” site we have one from Cashmere - recycling, a good thing.
• The “I can be creative” website offers up 200 creative and innovative ads for enjoyment.
• And just when you thought benches were boring, some brands are using them in a creative way to startle you and get your attention.

MKTG 4650 - so it begins - an Introduction!

This podcast covers a few basic thing about our online course:

• My introduction
• Walk through of the syllabus
• Where things are on our GaView webpage
• Important industry websites:
• www.adage.com
• www.mashable.com

My husband, Shane, and I on our honeymoon