Archive for the 'Media' Category

23
Jan
14

Dove proves you are more beautiful than you think

If someone asked me if I thought I was beautiful, I would say no. After Adweek released the “10 Best Ads of 2013,” (http://bit.ly/1ebFAYG) featuring Dove’s “Real Beauty Sketches” as their number one ad, I learned I am not alone in my answer.

According to Dove, only 4 percent of women worldwide think they are beautiful – a mere 4 percent (http://bit.ly/1c3lO3j). The viral ad, done by Ogilvy Brazil, created an astonishing perspective on beauty that is hard to ignore, with results even harder to believe.

The ad shows an FBI forensic artist sketching women (sight unseen) as they described themselves, and then as others described them. The differences in the final sketches are heart wrenching, and give “real” women, a reality check about self-perception – how we currently see ourselves, and how we should strive to see ourselves. Watch full ad here or below: (http://bit.ly/1aoEqho)

Image

With the overwhelming results of this social experiment, it is hard not to wonder who is to blame for the low self-esteem of women worldwide? Is it the advertising industry itself, or possibly the media, who constantly shoves photo-shopped, perfect-skinned, bronzed beauties down consumers’ throats? Whoever is to blame for the lack of self-esteem in today’s women, ads like Dove Real Beauty Sketches are impossible to ignore – and it has the “viralability” to prove it.

According to businessinsider.com (http://read.bi/1fXInvA) the ad garnered more than 114 million views total and more than 3 million shares, making it the most viral ad of all time. Dove was able to create content that viewers wanted to see, but more importantly, they wanted to share.

Dove’s “Campaign For Real Beauty” first launched 10 years ago, and has been helping women realize the real meaning behind beauty ever since (http://bit.ly/1bkFcXb). Ads like “Real Curves,” “Evolution,” “Pro Age” and most recently “Selfie,” have brought to light the qualities that make women beautiful other than looks such as confidence, intelligence and happiness. Dove has increased sales by 1.5 billion since Real Beauty’s launch, proving the campaign is aging well.

What do you think about the most watched viral ad of all time? Tell us here and on our Facebook page – and, remember ladies – you are more beautiful than you think.

06
Jan
14

Kmart’s Holiday Ad: Below the Belt or Missed the Boat?

Thanks to Jordan McNamara for contributing this article to The Side Note.

In a 2012 article, Advertising Age discussed Kmart’s shrinking presence in the low-cost retail field (http://bit.ly/1gc3yWF). Annual sales were down, causing Ad Age to suggest the brand had lost relevance with discount shoppers. In the realm of discount stores, Wal-Mart dominates the low-price segment and Target holds the throne for hip, so where does this leave Kmart?

Over the holidays, Kmart and parent company Sears Holdings Corp. (http://www.searsholdings.com) made a big jingle in the viral world with the release of the holiday “Show Your Joe” commercial.

Show Your Joe

Following last year’s “Ship My Pants” spot and “Big Gas Savings,” all created by agency DraftFCB, this indicates a major brand shift for the retail chain. Kmart’s Facebook page received many complaints from angry viewers, calling the ad “disgusting and not fit for family consumption” and “inappropriate for kids!!!” (https://www.facebook.com/kmart). Many customers also accused Kmart of sacrificing family values and decency in exchange for cheap laughs.
Departure from their traditional ‘baby boomer’ demographic in pursuit of younger shoppers may be exactly Kmart’s intention. According to a Forbes article from last February, Kmart is focusing on improving sales within the 18-34 year old group (http://onforb.es/1gc32bp).

However, Time reported humor is not an effective tactic for converting sales (http://ti.me/1cTMyET). Although funny spots succeed at being memorable for consumers, they do not distinguish why the brand is better or what problem the product solves. “Ship my Pants” and “Big Gas Savings” have more than 30 million views combined views on YouTube, but Forbes reported 3rd quarter sales for Kmart were still down (http://onforb.es/1cTN7hT).

The Joe Boxer commercial may be the perfect example of funny, but ineffective. With more than 17 million views on YouTube, the ad has unquestionably garnered attention. However, the spot highlights only one product line available in Kmart stores rather than the Kmart brand as a whole. Plus, it lacks differentiation—what about these specific boxers make them so great? Why are they better than others? Why should I shop at Kmart for underwear? The ad does not answer any of these questions to make the brand or product relatable to the consumer. Both earlier ads by DraftFCB mentioned above do speak to benefits Kmart offers its customers, but the most effective ads connect with consumers on a deeper, emotional level.

Due to holiday shopping, fourth quarter sales can account for as much as 40 percent of annual sales for retailers (http://bit.ly/1hrxzFG). With that in mind, Kmart needed a stellar season to climb out of the hole after six years of continually declining sales (http://aol.it/19XT3oU). Numbers for 2013’s fourth quarter have not been released yet, but if third quarter sales are any indication, this ad will not be enough to sway shoppers away from other discount stores.

Kmart may have some big…er, bells, but that might not have been enough to fulfill this retailer’s Christmas wishes.

Do you shop at Kmart? Tell us what you think of the Joe Boxer ad here. Is your brand in need of an overhaul? The Weise team can identify problem areas and create a strategy to give your brand a boost in our Navigator session. Contact us. 

28
May
10

Is Social Media our Industrial Revolution?

Yesterday, I was watching a report about the oil spill disaster in the Gulf of Mexico.  I was surprised to learn that the spill was larger than the Exxon Valdez disaster. I was even more surprised to see how many reporters and analysts were ready to offer opinions on how to clean up the spill, how the U.S. government should be involved and the restitution BP should pay to the American people.  There was instant reaction by bloggers, Twitter and through other types of social media.

I was struck by how social media journalism has become mainstream.  I wasn’t watching objective journalism reporting the events of the day; I was on a roller-coaster of emotion.

The media industry used to be shaped by journalists. Today, enthusiasts, analysts and zealots masquerading as experts join them. Social discussion, opinion and advocacy journalists are filtering the news I see today.  This is a transformative time as we are able to participate in the news and information being disseminated. We are no longer only consumers of information.

Social media has evolved to influence the information we obtain. It is increasingly becoming the preferred method for the acquisition and spread of knowledge among common people.  Is social media our generations’ version of the Industrial Revolution?

In business terms, it is redefining how marketers respond to the marketplace.  It is increasingly important for businesses to have a social media strategy.  Without it, companies are missing important customers, stakeholders and influential opinion makers.  There are conversations taking place about your industry, your company and your market. You need to participate in those conversations to ensure the most accurate information is being disseminated. You need to listen to those conversations to understand consumer perception.

Most importantly, if you are active in social media, your influence in those conversations increases.  This has additional business value:

  • Improved search engine rankings (SEO)
  • More traffic to your company website
  • Ability to quickly respond to crisis situations

Participate in the conversation, by posting a reply to this blog. If you need to improve your social media prominence, contact us at Weise Communications. Check out Weise Communications on Facebook and “Like” it for future updates.

30
Apr
10

Meeting with the media

At the Wednesday, May 26, Colorado Healthcare Communicators breakfast, Denver-area media members shared tips, tricks and thoughts on how best to communicate with them. Media members at the breakfast included:

  • Justin Jimenez – Examiner.com
  • Misty Montano – CBS 4
  • Tim Ryan – 9News
  • John Romero – Fox 31
  • Daniel Smith – Your Hub
  • Clayton Woullard – Your Hub
  • Natasha Gardner – 5280 Magazine
  • Jill West – Entercom Radio: KOSI, Alice, 99.9, KEZW
  • Amber Johnson – Denver Post’s Mile High Mamas
  • Mike Cote – ColoradoBiz Magazine

Meeting with the mediaThough these exchanges happen on a fairly regular basis with many different organizations, there is always something for attendees to take away. From this meeting, the media panel emphasized that increased workload and multiple platforms are keeping them very busy. With shrinking staff and increasing content to be created (several outlets talked about new newscasts that are being added and increased frequency of newsletters), media need to do their jobs faster and better. To cut through the clutter and get coverage in a crowded space communicators have to understand the media and help them get the content they need when and how they need it.

By crafting a story to a specific media outlet and showing the contact why this story matters, communicators can help the media to cut time reading through information not pertaining to their outlet or audience. Once the media expresses interest in a story, communicators can further assist by telling the story in the same way that the media tells it. If you are trying to get a story covered by:

  • Television – explain the compelling visual images that could accompany the story.
  • Radio – describe how the story translates to sound including what sound bites are available.
  • Print – identify the most important facts and make clear why the readers of that specific publication would be interested.

At the end of the day, trying to get the media to cover a story means you have to think like the person on the other side of that email, phone call, conversation, Facebook message or Tweet. Why do they care and why will this story interest readers, viewers or listeners?

09
Dec
09

The evolution of inner space

The Jaz Drive. Solid State Storage.

The Jaz Drive. Solid State Memory.

After recently purchasing a new external hard drive and being amazed by the advances in technology with respect to cost, I ran across the following infographic and it immediately caught my attention. This infographic shows the evolution of storage media, from the original record players to the latest flash drives and hard drives.

The old rule of thumb has been that every six months technology will double in size or speed and half in price. Well, that may not always be true, but if you haven’t been shopping lately for technology, you’ll be amazed by the current prices.

11
May
09

healthcare and social media (part 2.)

As promised, Part 2 of Healthcare and Social Media will focus on two hospitals we think are doing a magnificent job integrating social media into their marketing strategy.

#1 The Mayo Clinic

Last month, the Star Tribune’s Chen May Yee reported on the Mayo Clinic’s communications manager, Lee Aase. Aase is essentially responsible for the hospitals social media marketing programs. He currently keeps the community up to date on the Mayo Clinic’s latest news and events via Facebook, YouTube, Twitter and Blog accounts.

Aase explains that many patients say they chose the Mayo Clinic for treatment after watching video content on the hospitals YouTube channel. Most notably, “Aase found a six-month-old YouTube video of an exuberant white-haired couple playing the piano in the clinic atrium, to the surprise and pleasure of onlookers. He posted it on Sharing Mayo Clinic. In two weeks, the number of views soared from 1,000 to over 68,000.”

#2 The Children’s Medical Center of Dayton

Dayton Children’s Web site recently posted a media release that detailed their social media marketing implementation strategy. Some of the high-level points include:

-Created a Facebook page in December 2008. The page now has over 500 fans.
-Started the campaign internally, asking employees to become fans of the page first.
-Facebook “Cause” page enables fans (over 800) to donate to Dayton Children’s.
-Marketing communications and development departments are sharing maintienence responsibilities.
-Twitter account was launched in March 2009. They now have over 650 followers.
-Dayton Children’s launched their YouTube page over a year ago.
-Video content includes TV commercials, new stories and patient stories.

Both the Mayo Clinic and Dayton Children’s are doing a great job incorporating social media into their overall marketing campaigns. It’s very interesting that the Mayo has a blog and Dayton’s Children does not. In the same token Dayton’s Children is networking via a localized social media channel (937moms.com) and the Mayo is not.

We hope today’s second installment is very helpful and, we would like to know how your healthcare organization is using social media to reach your employees, patients and families. Please share your story here.

07
May
09

National Breast Cancer Foundation using mobile marketing to reach women

nbcf-promo1According to Mobile Marketer, the National Breast Cancer Foundation (NBCF) is now using text-messaging to connect with women all of ages.

NBCF is giving women the opportunity to receive text-message reminders for exams, mammograms and appointments. The foundation is hoping that mobile marketing will enable them to hit critical segments within the population, including young women and women of color.

I think this is an extremely smart move by NBCF and I’m glad to see an organization of this size embracing mobile marketing. The text messages should help remind women about their appointments, especially those who may be hesitant or forgetful. This means that more women will come to the hospital to be screened, ultimately saving the lives of more moms, sisters and wives.

The possibilities for text-messaging reminders in the healthcare industry are nearly endless. Reminding patients of important dates can help improve the overall well-being of our communities.

What is your healthcare organization doing to help improve your patients’ experience?

How can make this experience be more personal?

We’d love to hear what you’re doing and how you’ve made a difference for your patients!




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