by IMC | Nov 19, 2012 | Blog, Marketing Mix, Tactics
Even Shakespeare’s tragedies had humor or what has been called “comic relief.” Being able to laugh, including during crisis, seems to be a basic human need. However, in contemporary marketing the jury is out on whether humor is appropriate for a brand, especially when times are hard.
Most recently, that issue has come up in regard to New Jersey Governor Chris Christie’s appearance on the late night comedy show “SNL.” He made fun of himself, including his blue fleece top. That sure did get headlines in the media. But not all were positive. For instance, in FrontPageMag.com, Daniel Greenfield argued that Christie showed poor judgment taking on such a light-hearted role when thousands in his state are still without power and many had lost their homes to Sandy.
When deciding whether to incorporate humor in your marketing campaign, it is necessary to weigh the risks and rewards.
Risks:
Humor is a subjective entity. Not everyone agrees that something is funny.
Timing is everything. A humorous television commercial which was made about insurance before Sandy might seem in bad taste after the storm.
America’s Puritan background still prevails. Those settling the New World believed in all work and no play. That attitude has not gone away.
Rewards:
Humor provides entertainment. Some contend that entertainment is a must in all messaging. (However, that entertainment does not have to take the form of humor).
What people laugh at becomes memorable.
People tend to bond with what distracts them from their cares. GEICO’s funny creatures helped turn an unknown insurance company into a brandname.
When it comes to most tactics used in marketing, there are no absolute right or wrong answers. Each decision must take into account what segments are being pitched to, their values including their collective memory bank, and the most recent events which are shaping or reshaping their consciousness.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation on marketing, partnerships, public relations, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Nov 16, 2012 | Blog, Celebrations, Marketing Mix, Online Video, Tactics
Black Friday is a week from today. That means businesses will be competing aggressively for sales.
One of them – Toys R Us – has come up with an outside the usual box tactic for getting shoppers’ attention. That’s having children anchor its TRU News Network to describe the hot toys of the season. That simulated news is being run on television as commercials as well as through social media such as Facebook. The target audience is anyone who needs to know what kids really want as that special gift. They will get that information straight from the kids themselves.
The genius of the tactic is that it turns expectations upside down. The good news is that it doesn’t take rocket science to come up with your own out of the box approach.
That can be as simple as playing with traditional colors. Instead of green holiday trees for your business, you have black ones decorated with white ornaments. Another could be a public interest message not to overspend. The Federal Reserve reports that the average credit card debt for households is $7,150. That could attract more than just shoppers. The media could show up. There are endless possibilities for special events such as Santa Claus or Mrs. Claus working out with a personal trainer at your spa. In addition, you can always run a contest for the worst kind of promotion for the holiday season.
Marketing need not be expensive. A good contrarian idea well executed could cost you pennies per acquisition of new customers or more purchased by current ones.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for marketing, partnerships, public relations, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Nov 9, 2012 | Blog, Celebrity Power, Marketing Mix, Partnership
“Our new restaurant would be able to get a nice bounce in publicity and foot traffic if we were able to partner with the wildly popular arts theatre down the block. But at this point I don’t think we have enough of anything to attract them to even consider an alliance with us.”
Not so fast. That’s what Image Marketing Consultants advises small businesses and nonprofits which rule themselves out for partnerships. Most organizations can find within themselves or create what could be incentives for others to join with them in promotion, adding resources, providing distribution channels, bringing celebrity power, and/or fundraising. The trick is to figure out what you have or what you can make available that others may find useful.
For example, the new restaurant can distribute promotions for what’s playing through the menus, provide a small space for coffee when patrons are trying to kill time before the movie, name the special of the week associated with what’s showing, mount an arty poster advertising the theatre on the wall, and give discounts with the ticket stub for after-movie dining.
As the economic recovery gets traction, organizations can dig for ways that they can accomplish their goals through the right partnerships.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for partnerships, public relations, marketing, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Nov 5, 2012 | Blog, Credibility, Marketing Mix, Partnership, Tactics
A classic in marketing is to identify your customer’s pain points and then recommend solutions. You ask them what is keeping them up at night.
For example, you supply antique dolls to your customer’s upscale gift store. During the last two quarters, doll sales have been down about 35%. Ouch, that hurts, both the customer and you. One solution is for the customer to begin an ecommerce doll business. You provide all the vendor information needed to make that happen. Within two more quarters, sales could surge, thanks to the online sales.
But you can also take that classic approach one step further. You can help your customers identify the pain points for their own customers/clients. That can even be done if the customer’s business is doing well. The insight could increase sales futher, generate new lines of business, and deepen their relationship with customers/clients.
For example, you help your gift-shop customer shift from simply selling to developing a digital community with customers/clients. Incentives such as discounts, contests, background information, and entertainment can encourage them to join in. From their conversations with the owner as well as among themselves pain points could become obvious. Another means of diagnosis would be hosting a special event such as a doll show or a lecture by a doll expert. Those attending would be rewarded for revealing their wish list, disappointments with getting and giving gifts, and what price points go beyond their budgets.
Often your customers are so preoccupied with the painful matter of declines in their own revenues or the current surge in business that they don’t focus on how their own customers/clients may be hurting. When you help them do that you can significantly help your own business.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for marketing, public relations, partnerships, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Oct 30, 2012 | Blog, Marketing Mix, Partnership, Tactics
A crisis such as Sandy provides the unique opportunity to serve others. For example, THE WALL STREET JOURNAL has made its digital edition WSJ.COM free for the day. That allows those who do not have or cannot afford a subscription to THE WALL STREET JOURNAL to have access to the information and perspective they need to take the next steps in operating their organizations post-Sandy.
Public service or outreach to the community is expected when our fellow human beings are suffering. That we were able to help and how we did that become embedded in the collective community consciousness. But more importantly we feel a sense of belonging among the men, women, and children with who we do business.
As the conventional wisdom goes, it’s an ill wind which blows no good. Human beings come together in crisis.
Here at Image Marketing Consultants, our thoughts are with all those whose lives have been disrupted by Sandy.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation on marketing, partnerships, public relations, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
by IMC | Oct 23, 2012 | Blog, Marketing Mix
Organizations often come to Image Marketing Consultants after their marketing program didn’t work. They have lost money and time. Also their confidence has taken a hit. We understand their pain and confusion. However, that failure just as often can become the platform for building big success.
Author of “Rich Dad, Poor Dad” Robert T. Kiyosaki emphasizes the power of making mistakes to open people up to fresh ways of thinking and doing. His “Rich Dad” would continually tell him, “The reason so many smart and well-educated people do not achieve great wealth is because in school they were taught that mistakes were bad.” In real life, though, mistakes are necessary to learning.
The trick is to be able to not run from the mistake but do an “autopsy” on it about what went wrong and why. The usual factors underlying failure include bad timing, complexity, not understanding the customer, inadequate resources, targeting inappropriate segments, attempting too much, stale idea, and/or lack of attractive incentives.
The good news is that kind of mistake is usually never made again. Back in the 1980s, Coca-Cola launched New Coke. There has never been another New Coke.
Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for your marketing, partnerships, public relations, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.
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Even Shakespeare’s tragedies had humor or what has been called “comic relief.” Being able to laugh, including during crisis, seems to be a basic human need. However, in contemporary marketing the jury is out on whether humor is appropriate for a brand, especially when times are hard.
