Archive for the 'PR' 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. 

11
Sep
13

Social Media and September 11th: Small Memorials, Big Impact

Social media has allowed us to remember September 11th through not just major memorials, but small ones, that have just as much impact. Platforms ranging from Facebook to Twitter to Instagram provide an outlet for memorials for those tragic events that touched all of our lives and indelibly changed our nation.nypd

Last year, New York Police Department was able to honor the different officers whose lives were lost during the attacks on the World Trade Center.  The Twitter account posted the names of the officers, as well as their end of tour date; 9-11-01.  These updates served as a reminder of the many public service workers who gave their lives to help citizens of New York that fateful day.

Twitter and Facebook have provided other unique venues for the public to share their emotions and stories in this continuously busy world.  Last year, Twitter was trending with stories of where each user was when they found out about the attacks.  Different age groups were able to illustrate the spectrum of emotions felt when the news of the attacks first broke.  Younger users told how they were in kindergarten class during the attacks, and had no idea what exactly had happened.  While the older population was able to see the news in their office or on their way to work.

September11In addition to a platform for stories, the Internet has become a place for remembrance in lieu of expensive and time-consuming memorial services.  Life unfortunately does not stop on difficult anniversaries, but that does not mean Americans cannot share their thoughts and prayers for each other.  A simple status update or tweet provides a short moment of silence, when the day doesn’t allow for a memorial service.  According to social media experts, these brief mentions have also helped to increase awareness of the importance of any day, which might have been forgotten years later.

Whether it is a moment of reflection, prayer, patriotism, or remembrance, social media has forever changed how Americans will commemorate September 11th, and all that was lost on that day.

How else have you seen others using social media to commemorate 9/11?  Tell us in the comments, and on our Facebook and Twitter pages.  Be sure to visit our website and learn more about our agency and all that we offer in social media.

04
Mar
13

Top 10 Things We Learned at the IFA Conference (Part 2)

In Part 1 of our Top 10 list, we shared franchise industry insights Tracy and I learned at the International Franchise Association (IFA) 2013 conference in Las Vegas. Today, we are rounding out our list with the marketing takeaways.

Kate Upton says that Carl's Jr. sandwich is spicyOne of the strategic marketing concepts that we thought was astute came from Andrew Pudzer, CEO of CKE Restaurants, describing the Carl’s Jr and Hardee’s ‘Young Hungry Guys’ target market. Andrew discussed at great length the Aspirational target market vs. Direct target market. This has manifested itself into a regular SuperBowl ad with some of the ‘it’ girls of the day. Last year’s ad was one of the most talked about after the big game and featured Sports Illustrated swimsuit issue cover girl Kate Upton. You might think we mentioned this to give us a reason to feature Kate Upton in our blog, you might be right.

Here are the five marketing takeaways from IFA 2013:

1. 25 – 29% of ALL Internet traffic comes from a mobile device. The percentage is continually increasing. Businesses that choose to ignore creating a mobile optimized site or developing a mobile app are going to be in trouble. Consider this: if you gave a bad experience to 1 out of 4 prospects, would you fix the problem?

2.  SEO Killer: less than 1% of franchise business listings are accurate in the top three search engines (Google, Bing and Yahoo). It may be as simple as inconsistencies across business locations. I searched “UPS Store” and found these four results on the first page:

        • theupsstore.com                       –>  Thornton, CO
        • theupsstorelocal.com/2579      –>   Denver, CO (7th & Broadway)
        • shipgeorgetown.com                –>  Georgetown, TX
        • fsups.net                                  –>  Tallahassee, FL

3.  The overwhelming majority of franchisors we’ve met do not have the patience for social media. They keep talking about wanting some old school reactions instead of engagement, sharing or interactions. This attitude must change or Millennials will focus on brands that understand.A lack of consistency with the URLs means a more generic search like “package shipping” won’t include UPS Store locations. In fact, the search returned a US Post Office, 2 FedEX office locations and 1 DHL location.

Equally important point, do not hire interns or entry level newbies to “do” your social media. Being a digital native does not make someone a social media expert or marketer.

4. Google is working with the IFA to make Google more franchise-friendly. This is a important development for concepts that are not brick and mortar.

5. We’ve heard of success across different franchise systems using a retargeting program. Retargeting keeps track of people who visit your site and displays your retargeting ads to them as they visit other sites online. Every time your prospect sees your ad as it follow them, your brand gains traction and more recognition. This Kate Upton Carl's Jr.has resulted in higher click-through rates and increased conversions.

All interesting stuff you say, but we know you want more Kate Upton. OK, we get it.

Let us know if you think we missed something. Share your thoughts about IFA with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

06
Feb
12

SUPER BOWL 2012 – THE COMMERCIALS: PLAY BY PLAY

Everyone’s got their lists – the best, the worst, the funniest, the cutest, etc. My approach was totally different.

Here’s my play-by-play/color commentary on all the commercials shown during this year’s Super Bowl. I was live posting these on Facebook during the game and there was plenty of debate. Real-time discussions were very interesting and many comments are still coming in.

What is below is just a quick thought on each commercial’s ideas, production value, brand stewardship, effort, etc. and finally a FINAL SCORE of each and how I thought it scored 1 to 10. 10 being the best.

Suzuki “Sled”
THIS WAS MY FAVORITE! It was great because it was unexpected, unlike most of the other commercials that you knew what was coming. The music got you to tap your toe and snap your fingers, the dogs were great bouncing to the music along with the driver, of which had a great smile, and you could tell he REALLY BELIEVED in the decision he made. He knew he had made a great decision for his family…even though his wife may not understand…the family would be in a better place with this car.
FINAL SCORE: 10

8:14pm
DETROIT/ DIRTY HARRY: ANY COMMERCIAL ABOUT THE REVITALIZATION OF DETROIT, I LOVE IT. The messaging is SO strong and I love the way they have positioned themselves with IMPORTED FROM DETROIT.
FINAL SCORE: 9

8:10pm
CADILLAC: really? if you have to call out your competition (BMW 3 series) in your commercial, you’ve already lost. Nice try GM.
FINAL SCORE: 4

8:00pm
SAMSUNG GALAXY NOTE (SMART PHONE): A PHONE WITH A PEN? I HATE MUSICALS….and especially the ones that include spontaneous flash mobs of singing people. AND it looks like this spot was shot on the same back lot in LA as the Budweiser commercials.(Just saying.)
FINAL SCORE: 5

7:55pm
CAREERBUILDER.COM/ MONKEYS : monkeys, deprecating humor = funny. Funny gets you points for the SB voting.
FINAL SCORE: 7.5

7:53pm
KIA/OPTIMA/MISTER SAND MAN/ADRIANA LIMA/ great production value! great idea: concept: ok.
FINAL SCORE: 7.5

7:49pm
BUD LIGHT: HEREWEGO THE DOG! I think my little boy needs a dog. Just like this one. Oh…and since there’s a dog in the commercial it will do well in the voting….
FINAL SCORE: 8

7:45pm
HYUNDAI/ONE WORD GENESIS COUPE: weak…348 Horsepower…now that’s impressive. I didn’t know they could make a Hyundai with such a strong engine…but isn’t a little overkill for that brand?
FINAL SCORE: 6

7:38pm
DISCLAIMER: MOVIE TRAILERS AND ‘THE VOICE” commercials DON’T COUNT AS SB COMMERCIALS…even though the Betty White commercial for THE VOICE was adorable…any thing with her in it always gets props.

7:36pm
HONDA CRV/FERRIS BUELLER/Matthew’s Day Off: finally they showed it….deep into the 2nd half….2 minutes into the 4th quarter: I think we’ve all seen this commercial at least 27 times with all the press it got this week. Great idea: comfortable production value: the only thing that would have made it better would have been a cameo appearance by the wife (Sarah Jessica Parker)
FINAL SCORE: 8.5

7:31pm
THE NFL: ONE OF THE BEST SPOTS YET! Using the history of the league in a great progression down the field was genius. How could anyone deny the richness of the NFL’s history and it’s promise to continue the this rich tradition. Hats off to the NFL. FINAL SCORE: 8.5

7:25pm
BRIDGESTONE TIRES #2: Nice evolution of the campaign. Production value: spot on. Keep up the great work Bridgestone!
FINAL SCORE: 8.5

7:23pm
BUDWEISER #2: BETTER THAN the first ad…more relateable to most people watching. I didn’t understand the 2011 music in a commercial that didn’t obviously get past the early 1990s? Nice evolution of the campaign AND with some of the same venues as the first commercial..the time evolution connection is subtle but well done.
FINAL SCORE: 7.5

7:18pm
GE #3: Great Pride in America’s manufacturing! This campaign will be around a while. I approve! I wonder if Jack Welch had anything to do with this new idea.
FINAL SCORE: 8

7:16pm
ACURA NSX/JERRY SEINFIELD; FUNNY…HUGE PRODUCTION FOR CAR THAT’S NOT REALLY FUNNY. Acura’s NSX is one of the worlds most spectacular cars and they pitted Leno and Seinfeld against each other. Sort of on target.
FINAL SCORE: 6.5

7:12pm
CENTURY 21: SMARTER. BOLDER. FASTER. : eh…Deon Sanders was in his 2nd .
FINAL SCORE: 4

7:10pm
OIKOS GREEK YOGURT: Any time John Stamos gets knocked out, it’s a good thing.
FINAL SCORE: 6

7:07pm
COKE POLAR BEARS #3: COKE MAKES EVERYTHING BETTER: duh?!
FINAL SCORE: 8

7:05pm
CAMRY/REINVENTED...wa?
FINAL SCORE: 7.5

7:03pm
FIAT/ABARTH: You’ll never forget the first time you see one. A nice way to keep your attention. Gratuitous legs, heels, cleavage, and a mini car tearing it up on a closed course.
FINAL SCORE: 7

6:58pm
COMCAST: SUPER MONSTER HOUSE RACING!!! by Xfinity! Comcast: Great production value, simple idea, effective:
FINAL SCORE: 7.5

6:42pm
TOYOTA CAMRY/THE CAMRY EFFECT: send us your story: Hasn’t this been done a bazillion times? the real story here is the fact you can ‘Shazam’ (http://www.shazam.com/) this commercial on your smart phone to enter the contest: something that’s NOT BEEN DONE AT ALL! for new technology efforts:
FINAL SCORE: 8.5

6:28pm
JUSTFAB.COM : it’s a shoe commercial for a website: boring: production value low.
FINALS SCORE: 2

6:26pm
AMERICAN FAMILY INSURANCE: People talking on a white background. no production value w no concept.
FINAL SCORE: 1

6:25pm
OFFICE DEPOT: free pc tune-ups as told by an elf-like store associate and NASCAR driver: boring:
FINAL SCORE: 2

6:22pm
HALF TIME COMMERCIALS: NFL.COM FANTASY: EH. A little too ghetto for me.
FINAL SCORE: 5

6:19pm
ETRADE: SPEED DATING BABY: stick with what works. last years commercials were better: this iteration lacks real humor. Maybe eTrade needs to move on from the talking babies.
FINAL SCORE: 3.5

6:17pm
DORITOS #2/BUNGIE BABY: funny: Customer created: not bad: Taunting is always appreciated in my world:
FINAL SCORE: 6

6:14pm
CARS.COM/MY CONFIDENCE/FLOATING HEAD: funny, a little creepy.
FINAL SCORE: 5

6:13pm
SKETCHERS: MR. QUIGGLY: funny, unexpected, and it features a Tone Loc tune…good but not great.
FINAL SCORE: 7.5

6:10pm
TELEFLORA/Valentines: Give and You Will Receive: Genius to use one of the hottest super models in the world (not to mention, a Victoria Secrets model- ADRIANA LIMA) and the only line in the commercial is a great one. Small production but a Big Idea:
FINAL SCORE: 8

6:06pm
CHEVY SONIC: It’s amazing what a car company will do to appeal to its demographic. I guess they want to be like Red Bull.
FINAL SCORE: 6 (FOR WOW FACTOR ONLY)

6:03pm
COKE POLAR BEARS #2 NO DROP: Cute. Nice idea. SUSPENSEFUL I’m a COKE man so their brand promise lives strong in this commercial: AGAIN!
FINAL SCORE: 7.5

6:00pm
H&M: BECKHAM UNDERWEAR  Does everyone really need to see Beckham in his tightie whities? I thought H&M was a ladies clothing store?
FINAL SCORE: 2

5:57pm
VW BUG/FAT DOG: Back better than ever: Nice idea. Emotional. Everyone loves dogs…I love VWs so I’m biased that I like the commercial. but the switch into the Darth Vader/Star Wars…whats up with that? a flashback to last years Kid Vader commercial?
FINAL SCORE: 7.5

5:51pm
TAXACT.com FEEL THE FREE funny story, great suspense…I’m sure their servers just exploded.
FINAL SCORE: 7

5:47pm
GE TURBINES #2: Turbines that make the beer…Budweiser Beer. Great idea to make GE relevant in today’s world. Too bad I can’t afford to buy a turbine.
FINAL SCORE: 7.5

5:45pm
DORITOS/MAN’S BEST FRIEND : I have a cat and I think it was funny! I think this was one of the customer created commercial.
FINAL SCORE: 7

5:44pm
BUDWEISER: Since 1876: Great production, HUGE PRODUCTION… and amazing how the shaving cream stayed on the guys face! It’s no field goal kicking Clydesdale, but good.
FINAL SCORE: 5

5:39pm
LEXUS GS: THIS IS JUST THE BEGINNING: of what? Big/cool production for a car that looks like the rest of the pack.
FINAL SCORE: 2

5:38pm
GO DADDY.COM: .co – we all know there’s never ever going to have anything revealed in these commercials so why bother watching them.
FINAL SCORE: 1

5:36pm
BRIDGESTONE TIRES #1: Good, funny idea to make a point. Cameos by Deon Sanders and Troy Aikman.
FINAL SCORE: 6

5:31pm
COKE POLAR BEARS: Cute. Nice idea. I’m a COKE man so their brand promise lives strong in this commercial.
FINAL SCORE: 7

5:28pm
BEST BUY: All mobile phone carriers are available at one store. Who cares…the word on the street is that Best Buy is going out of business soon.
FINAL SCORE: 1

5:26pm
M&MS/Chocolate Naked M&M: Funny! not to mention the Wiggle Wiggle Wiggle Wiggle song…who wouldn’t like an M&M commercial.
FINAL SCORE: 8

5:23pm
BUD LIGHT PLATINUM #2: An evolution of the first spot, but no real idea here, just people at a party…just like half of the other beer commercials on tonight.
FINAL SCORE: 3

5:21pm
PEPSI/ELTON JOHN: Pepsi for All: I’m a Coke drinker so this commercial did nothing for me, but it’s always amazing to see Flava Flav pop up in the weirdest places. Elton John was cool, but the lady that sang for her Pepsi(Huge production for little pay-off)
FINAL SCORE: 1

5:18pm
AUDI HEADLIGHTS/VAMPIRE BONFIRE: really? I could see this idea coming from a mile away, corny, less than appropriate for Audi’s brand:
FINAL SCORE: 3

5:15pm
BUD LIGHT PLATINUM: huge production for little pay-off, a new beer intro needs more.Why would I buy a beer that is portrayed as something crafted in a high-tech foundry? It almost looked like a cell phone commercial.
FINAL SCORE: 2

5:14pm
Hyundai: Rocky Movie Theme Song: toe tapping idea, little payoff.
FINAL SCORE: 5

18
Jan
12

Six Ways to Jazz up a Pitch

Journalists are very busy and get thousands of emails a day. So, even very well targeted news pitches can be overlooked. However, how can you break through the clutter and get your pitch read?

Here are a few tips of how to break through by jazzing up your pitch:

  1. Have a great subject line for your email or introductory sentence for your phone pitch. A subject line with six words or less is key.
  2. Pitch your story as a process story. If your content is not particularly interesting, how did you get to that point and is that more interesting? This might be particularly useful for research-based stories. Did you use any unique processes to achieve your results?
  3. Pitch your story to an unorthodox beat. Are you pitching a biking story, how about tying into fashion, food or business related to biking instead of the typical sport beat?
  4. Tie into a tread, and I am not talking about fringe boots here. What IS the media covering and how can you be a part of it? Today, if you have a way to tie into SOPA or PIPA, your chances of getting coverage are greatly increased. Or, how about a story about the ubiquitous Tim Tebow?
  5. Leverage your existing assets. As any good communicator could tell you, half of our jobs are to repurpose and reconfigure old content, coverage and concepts. Do you have a company mascot and a yearly contest? Can you tie the two together in an interesting way?
  6. Make it a multimedia pitch. Use video and photos. Pitch on Twitter and Facebook.

Make your pitch interesting to read, view or listen to, and you just might break through.

Got other ways to jazz up your pitch and break through? We would love to hear your comments – here on The Side Note, @Weise_Ideas on Facebook.

 

25
Jul
11

What Can Google+ Do For Health Care Marketing?

Google+ is brings yet another social media site that companies need to join. However, don’t be sour about it just yet, Google+ might actually bring something different to the health care industry in regards to online marketing.

CMI Media just completed a research study, discussed in the article What Will Google Plus Mean for HealthCare. They found surprisingly promising results that will only further help health care reach individuals online.

The biggest benefit is that Google+ can help health organizations and companies “affect unbranded searches, such as for a disease state rather than for a medication.” This could be a new brand new development for online marketing because branded searches are what its all about. In order to use Google+ to the fullest, marketers need to focus on targeted search marketing and encourage companies to add the +1 button to all of their important pages on their websites.

The +1 button attached to Google+ is also something new to the social media world.  With Facebook, Twitter and Linkedin, you have a link somewhere on the website of a company where you can “Like” a page or post a page to your account.  With Google+, users can add all the stuff they “Like” immediately at the search page and not have to search for a like button somewhere in the websites domain.  However, just to be on the safe side, Google has allowed the +1 button to be placed next to any Facebook/Twiiter Like buttons on company websites.  By having the +1 button readily available on the search engine this increases the “ease of use” of the new social media and in the online world, “ease of use” is one of the most important factors of a website or platform.

So as with any new big social media platform, new analytics must be looked and researched when looking at online campaigns.  Make sure you add Google+ to your analytics data especially by logging your volume of +1’s.

What do you think about Google+ and how will you change your marketing efforts? Let us know by commenting, following us on Twitter @Weise_Ideas or finding us on Facebook at Facebook.com/WeiseCommunications.




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