Super Bowl Sunday: An Advertiser’s Dream

Super Bowl Sunday: one game generating one hundred million viewers. For avid sports watchers, it’s a huge championship filled with intense rivalry. For others, it’s a time to sing and dance along with Justin Timberlake during his halftime show. But for us advertisers, Super Bowl Sunday is all about the commercials. It’s probably the biggest night in advertising. It is estimated that for a 30-second commercial spot, companies are paying an outstanding $5 million!

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Niche Marketing – Image Marketing Consultants Explains How To Hedge

There are trends and there are fads.  In your business you have to hedge your bets that your popular product or service will turn out to be a mere fad, like $4.50 gourmet cupcakes, and not a trend like nonfat milk.

THE WALL STREET JOURNAL reports that the bubble has burst on cupcakes, with Crumbs Bake Shop stock sinking from $13 per share to about $1.70.  Not only is the Crumbs chain but also bakeries across the nation are experiencing significantly depressed demand.

That’s why Image Marketing Consultants warns about the risks involved in niche marketing.  Sure, specializing in a one product or service has been profitable and a tactic to establish a strong brand identity.  However, given the rapid changes in the marketplace, especially consumer preferences, businesses shouldn’t bet the ranch.  They can introduce complimentary products and services, as has PepsiCo.  They can also, under another brand, diversify, keeping the brands separate, as has News Corp.

Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for your marketing, public relations, partnership, special events, and social media needs kate@imagemarketingconsultants.com, 203-404-4868.

Peggy Olson – Image Marketing Consultants Tells Business What It Can Learn from “Mad Men” Character

For years on “Mad Men” we have watched the character Peggy Olson suffer, grow, and finally succeed.  Unlike most of the rest of those on this series Olson not only has made it professionally.  She also has found inner centering and maybe even happiness.

Image Marketing Consultants sees plenty of lessons business can learn from Olson’s difficult journey from a blue-collar background, insecurity, and a tendency to idolize those who seem to have all the answers to establishing her own creative space, on her own terms, without bitterness.  Here are three.

Break away. From the get-go as infants, we human beings learn by imitation.  The challenge is to finally stop that and find our own identity.  There are those organizations and individuals who can’t let go of the model of the late Steve Jobs.  Yet they should be focused on developing their own type of genius.  Despite the emotional odds against her for carving out her own territory, Olson did break away.

Forgive.  Carrying resentments from the past provides distractions from the present.  That’s why the wise in every field, be it business or religion, hammer the importance of forgiveness.  That process of letting go of ancient grudges frees up energy to achieve right now.  Olson not only isn’t obsessed with the possible wrongs done her.  She also isn’t trapped in castigating herself for her own mistakes when learning the ropes of the ad business.

Stay open.  Olson is the one character on “Mad Men” whose future is open, both professionally and socially.  We can’t predict what she will put together for herself this sixth season. We only expect more suffering for Don, Megan, Roger, Joan, and Pete.  They close themselves to most opportunities.

Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation on your marketing, partnership, public relations, special events, and social media needs kate@imagemarketingconsultants.com, 203-404-4868.

Push Selling: Straight Talk From Image Marketing Consultants

A few weeks ago a successful upscale restaurant leveraged a push selling tactic which probably was counterproductive to its brandingand long-term business.  For a week it promoted a special of two meals for $25, including any choice of its award-winning made-on-the-premise designer desserts.  Although in the depth of the economic downturn this restaurant had struggled, for the past 18 months it had been thriving.

From marketing experience, Image Marketing Consultants knows that such steep discounting will bring in business but those who try the restaurant out are unlikely to return as regulars.  They can’t afford the standard premium prices.  In addition, the regulars get to thinking if they want to be associated with a bargain basement.  Some might not return if their dining experience had been marred by crowds who didn’t know how to comport themselves in an elegant setting.

Admittedly, many enterprises had to discount during hard times.  But as the economy shifts from recessionary to growth, they have to be mapping out strategies and tactics to transition from push selling to those based on a differentiated product or service. The risk is losing the bottom feeders, which might not be a bad thing.  To keep the doors open during The Great Recession, all business might have been welcome.  Now, it’s wise to remember the 80/20 rule.  That is, that 80 percent of profits usually come from 20 percent of the business and 80 percent of the headaches come from customers and clients who are probably contributing least to the bottom line.

Pricing sends a powerful signal. Make sure it’s sending the right one about your brand.

Kate Sirignano, founder of Image Marketing Consultants, welcomes you to a complimentary consultation about your marketing, partnership, public relations, special events, and social media needs kate@imagemarketingconsultants.com, 203-404-4868,

 

Your Customers Want Good News, Explains Image Marketing Consultants

Even though here along the Northeast Corridor the weather for Easter probably will be chilly, those we at Image Marketing Consultants talk with plan to do something special outdoors.  Yes, it has been a harsh fall and winter, Sandy followed by Nemo.

Your customers or, if you are a professional services firm, your clients want a fresh start.  This is an opportunity for you to resonate with them emotionally by highlighting messaging, providing promotions, and sponsoring special events that assure them that the world is a good place to be and full of joy and opportunity.

The most simple way to do that, of course, is through your decorations.  The impact of that could be profound if you invite the community to participate through volunteer work for fundraising or a contest.  For example, a bakery in Central Connecticut can donate its window for those in the neighborhood to showcase their renditions of renewal and those enjoying the display can make contributions to the United Way.

More complex is to design promotions which help clients not only save on their fee with you but also improve their business operations.  For example, the graphics firm will not only create a logo with a spring discount but also give a complimentary tutorial on the most effective designs for communicating your unique branding.

This season also aligns with your passing on your own good news.  Send out a press release on how much your boutique has grown since the recession ended or the 10 new products you have launched.  Create a video of a walk-through of your facility, explaining what the equipment does.  Then you can place that in your Media Center on your website, Facebook, and as a link on your blog and Twitter account.

Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation for your marketing, public relations, partnership, special events, and social media needs kate@imagemarketingconsultants.com, 203-404-4868.

 

Leaning In, Not Leaning In – Leverage Topical in Your PR, Hammers Image Marketing Consultants

Public relations, at least the successful kind, operates by brainstorming for the angle which is likely to get attention and then experimenting with tactics to communicate that message.  Now that search engine optimization (SEO) is so important, the angle which has the most potential is the one which leverages what’s topical.  That includes using the names and issues associated with it as keywords, for SEO purposes.

An example of that is how much public relations outreach piggybacks on Sheryl Sandberg’s message about leaning in.  Here is a video of a panel discussion by TechCrunch female employees associated with the guilt which often accompanies “having it all.”

After you frame your message with these Leaning In keywords, the next step is to create a compelling narrative with text and graphics.  For example, if your business is women’s fashion, then you show how your for-the-office attire gives professional women the look and confidence edge.

Kate Sirignano, founder of Image Marketing Consultants, invites you to a complimentary consultation about your public relations, marketing, partnerships, special events, and social media kate@imagemarketingconsultants.com, 203-404-4868.