Media Tag

[caption id="" align="alignright" width="185" caption="Image via Wikipedia"]Lady GaGa concert[/caption]
If you’re a marketer saddled with promoting a dull brand using social media, how do you compete with sexy brands such as Lady Gaga and Coca-Cola? Give your brand the rock-star treatment. Even if you’re not in a sexy industry, you can treat it as such. I wrote an award-winning book on quilting, but you’re never going to see me on “American Idol” or “America’s Got Talent.” No one wants to watch me at my sewing machine creating quilts, no matter how amazing they are. Unless you’re a quilter, too. Quilters are interested, and they will watch. But how did I make my content sexier? I produced a music video of 12 quilted table runners I designed over a year and set it to music my son arranged on GarageBand. I gave the audience a behind-the-scenes glimpse of my creative process, from original drawings, color palettes and design journals to a tour of finished quilts. How can you do something similar for your industry? Give it the rock-star treatment. Think music video, VIP pass, backstage access, T-shirt and memorabilia. Make your brand fun, place it on stage and rock on. Even if your product isn’t as glamorous as rock music, television or the big screen, treat it as such. Give your audience special treatment, and you’ll see traffic and sales increase. Be memorable. Let your personality and that of your staff shine through, so your brand is approachable and personable. Southwest Airlines flight attendant David Holmes raps the normal snoozer of the flight-safety speech. Passengers not only pay attention but also

If you think that social networks free you from needing to use blogs to get your message out, think again said Technorati CEO Richard Jalichandra during his 2011 Blogging Success Summit keynote address. Technorati’s annual State of the Blogosphere report finds that consumers trust blogs more than ever. A few of the survey’s findings:
  • Blogs are in, traditional media is out. More than a third of consumers said that blogs are becoming a more valued source of information. In addition, 39% predict that in the next five years, blogs will be a major source of news and entertainment over traditional media.
  • In blogs we trust. Blogs ranked about the same as traditional media when consumers were asked which sources they trusted for brand and product recommendations. These groups were only secondary to

Aspect Ratio
Image by schani via Flickr
Wayne Friedman noted in a recent article in MediaPost that advertisers have been slow to embrace HD for their TV ads. And that got me thinking. I love HD programming – gorgeous, beautiful, watchable. And, good for many sports because they tend to operate horizontally. But there’s nothing about HD that makes messages more powerful for advertising. I’m sure that aficionado’s would argue with me – claim that pixel densities deliver more information, etc, etc. What I’ve found first hand is that’s meaningless. There’s some value in layering more things on-screen — as a DRTV practitioner we can use more type more to emphasize points so details are clear. But our results weren’t suffering before and the measurable impact of these advantages is negligible – probably so small it’s not detectable. So HD doesn’t help us make messages clearer. There is, of course, an “anti-positive”. If a high tech company (for example) chose NOT to create their ads in HD, it would

Does the internet disrupt all media...or just print?.

In the great religion of the internet, there is unshakeable belief that the internet is a disruptive technology – technology that changes industries by destroying old structures. (This requires ignoring the fact that revolution all-too-often replaces the mediocre with the bad.) In the 1990′s, belief in disruption led to exaggerated claims about how the Internet would change everything – even replacing retail stores. Reality, consumer behavior, common sense, and the dot-com bust intervened. Retail stores are now stronger than ever – and they leverage the strengths of internet based communication. Still seeking disruption, the claim was narrowed to media. And there has developed among the internet advocates and their co-religionists in media companies a nearly unshakeable belief that the internet is disruptive for all media. They find a foundation for their belief in the current chaos