| Laugh Break |
Since everyone is into digital photography these days, we thought we would pass along a humorous blog that looks at the perils that can occur if one is not careful. We apologize for the image on the right, which has nothing to do with the blog. Click here to view. |
|
|
| Welcome to the Claymanite. |
|
There is a lot going on in the world today and it's admittedly getting harder and harder to keep track of all that is going on, not just in the marketing world but beyond. From turmoil in the Koreas to Steve Jobs announcing all of the features of iPhone 4 (which did not include an announcement about Verizon), we here at the Claymanite are just trying to keep our hands on the pulse of anything that could be useful to our readers.
With that in mind, this e-newsletter covers two topics that can be classified as "current events." First, we have a summary of the iPhone 4 for those of you who are technologically inclined. Next, we have an exploration of the BP "crisis marketing campaign." Is it working or is it just another misstep?
Finally, we cover a question we encounter often. How should one prioritize different marketing actions? It's a tricky issue, but untangling the knots can begin just by answering 3 simple questions.
As always, we welcome your feedback! |
Yet Another Apple Invention
Image from apple.com |
This year it seems as though Apple has introduced a revolutionary product every month. Apple released the iPad in early April and introduced iAd in late April of 2010. On Monday, June 7, 2010, Steve Jobs, Apple's chief executive, presented a new version of the iPhone, called iPhone 4 during the company's annual Worldwide Developers Conference. In this article, we'll discuss the iPhone 4 and all it has to offer.
Read More |
 When Advertising Goes Wrong
It's hard to bury your head in the sand when it comes to the BP oil spill. News about the monetary repercussions, the wildlife repercussions, and the cultural repercussions seems to be everywhere. Even if a person tries to avoid the news, studying how BP is dealing with the situation is important for marketers and other companies. In our opinion, BP has dropped the ball in their marketing as much as they have in managing the mess.
|
|
How Do I Prioritize?
Often times, we are queried as to how to prioritize marketing actions. Truthfully, prioritizing is about three things. First, what are you hoping to accomplish? Second, what is your timeline? Third, what is your budget?
|
Continuing Blogs from a Mad Man
You know the what and how but do you think about why your business creates the products or services it does? Read Larry's blog and voice your opinions! |
|
Yet Another Apple Invention
This year it seems as though Apple has introduced a revolutionary product every month. Apple released the iPad in early April and introduced iAd in late April of 2010. On Monday, June 7, 2010, Steve Jobs, Apple's chief executive, presented a new version of the iPhone, called iPhone 4 during the company's annual Worldwide Developers Conference. In this article, we'll discuss the iPhone 4 and all it has to offer.
The iPhone 4 is faster, thinner and has a crisper display compared to previous models. The device can do everything it used to do and more. The following are the main additional features of the iPhone.
- Video Calling: With a front facing camera, iPhone 4 users will be able to make video calls via WiFi through a service called FaceTime. Because of WiFi, these calls are free and won't count against AT&T's monthly data plans. This means users won't use up minutes when they use video calling. The video calling feature, for now, can only be conducted with other users who have an iPhone 4.
- Video Capture: The previous version of the iPhone was able to shoot video and so will the iPhone 4. But now, the iPhone 4 will be able to shoot video in HD. Apple also said that the iPhone 4 will have video editing capability.
- More Battery, More Power: Battery life is up to seven hours of talk time compared to five on the previous version. The iPhone 4 also allows up to six hours of internet use.
- Netflix: The mail service DVD rental company, Netflix, has created a free application for the iPhone 4 that will stream movies through AT&T's network or over a WiFi connection.
- Yahoo & Bing: On the old iPhone, Google was the only default search engine option. Now, Yahoo and Bing will also be an option for a user's search default.
On June 24, 2010, the iPhone 4 will be available to purchase in two different options. Consumers can choose 16 gigabytes of storage for $199 or 32 gigabytes for $299, with a two year contract with AT&T. These pricing options are lower than the original iPhone that launched in 2007 at $199 for 8 gigabytes of storage and $299 for 16 gigabytes of storage.
Although many consumers were anticipating an announcement that the iPhone 4 would be available on the Verizon network, they were let down. There was no talk about if and when the iPhone would be available on any other network besides AT&T.
In short, the main feature that sets the iPhone 4 apart from other smart phones is its video calling capabilities. No other cellular phone has this feature, which once again makes Apple an innovator in the technology industry.
|
When Advertising Goes Wrong
It's hard to bury your head in the sand when it comes to the BP oil spill. News about the monetary repercussions, the wildlife repercussions, and the cultural repercussions seems to be everywhere. Even if a person tries to avoid the news, studying how BP is dealing with the situation is important for marketers and other companies. In our opinion, BP has dropped the ball in their marketing as much as they have in managing the mess.
The Imperfect Game
While researching what BP may have done right or wrong so far, we came upon a post by Social Media expert Jay Baer. Baer talks about the recent game between the Cleveland Indians and the Detroit Tigers in which Tigers pitcher Andres Galarraga was robbed of a perfect game because of a botched last call by umpire Jim Joyce. The punchline? Joyce apologized. Emphatically. Authentically.
Where BP Went Wrong
We've talked before about the importance of addressing major flubs as soon as possible, whether your company chooses to do so via Social Media, PR, or some combination. Given this, it was not surprising, particularly, to see full page BP ads in the Wall Street Journal and hundreds of newspapers across the country or BP ads during newscasts. The problem is two-fold. First, a lot of people are struggling monetarily from Louisiana to Florida while BP is spending over $50 million on corporate advertising. Problem number two: the nature of the ads is not appropriate for the times. As Baer points out, BP's full page ad does not include, even once, the phrase "I'm sorry." The television spots show gleaming white beaches with serene seagull calls in the background. The contrast between these images and the newly released photos and videos of the oil spill is a bit hard to balance.
What BP Could have Done
The stakes are a little higher for BP than they were for Jim Joyce. Even the most passionate baseball fan would have to admit that. Perfect game versus destroying America's wetlands? Not really comparable. We're not saying that a simple "I'm sorry" would have been enough to save BP's reputation, either. However, it might have helped. Waiting to advertise and spreading the word via television appearances, Social Media, and PR would have been a smart move. Maybe even using the opportunity to try something new would have been a game-changer. BP could have used the opportunity to share ad space with the National Wildlife Federation or could have encouraged people to donate money to the clean-up effort. Actions speak louder than words, and those actions would have echoed for a long time.
The BP campaign is a good example of acting before thinking. Just saying that a company needs to "get out there" during a crisis is clearly not enough. If a campaign is not thought through from beginning to end, advertising can worsen rather than improve the situation. Planning is key. Viewing the campaign from a perspective far outside your company walls is also extremely important. For now, we all can learn from BP about marketing in a crisis -- we can learn what not to do. |
How Do I Prioritize? 
Often times, we are queried as to how to prioritize marketing actions. Truthfully, prioritizing is about three things. First, what are you hoping to accomplish? Second, what is your timeline? Third, what is your budget?
1. What are you hoping to accomplish? This seems like a basic question, but if there is a struggle to prioritize marketing tactics, there may be an identity crisis at work. It's easy to get distracted by all of the bright and shiny marketing tools that are out there, but the fact is, none of these tools will work effectively if you don't know what you want them to do.
Cater your efforts towards a specific goal: If you are launching a new product, targeting one person at a time, as you can do through email marketing or Twitter, is probably not the best solution. You want to make sure your message gets in front of the people who would be most affected by the news, namely customers, potential customers, and competitors. Updating your website, then using ads (print and digital) in key publications or on key publication websites is a strong approach for the product launch scenario. On the other hand, if you are trying to drive traffic to a show, you will want to target your message a bit more. While advertising in publications affiliated with the show or conference is still a very strong idea, using email marketing or renting a pre-registered attendee list from the show promoters can help you reach your ideal audience.
One foot in front of the other: As you decide on what you want your objectives to be, we encourage you to think about building a campaign in the same way one would build a house. If you are launching a new product, the first thing we suggest, priority one, is to add that product to the company website. All other marketing efforts will ultimately drive traffic back to your website, and anyone who finds your website via search should also be able to find out about that new product immediately. There is no point in conducting an email marketing campaign, an advertising campaign, or anything else until there is something on your site to which people can be directed. If you are driving traffic to a show or conference, make sure you will have booth graphics that will reflect any pre-show marketing efforts. Every plan must begin with a strong foundation. Priorities arise from there.
2. What is Your Timeline? In the old days campaigns were driven by print advertising, the US Postal Service, or other external factors. Now, word can get out however and whenever you want, but there is a burden of decision-making there. If you want to get the word out immediately with the risk that the buzz might die down in a few months (though this does not always happen), Social Media is a great way to go. A YouTube video to introduce a new product, a Facebook page around a specific initiative, or a Twitter page based around a show or conference theme are great concepts. If you're hoping for a longer-lasting effect, an advertising campaign and press releases are a stronger way to go. For the most enduring campaign, make sure that the company website reflects the most up-to-date branding and information.
3. What is Your Budget? Nowadays, "budget" does not just mean your monetary investment. It is easy to think of Social Media, for example, as being "free" because there isn't usually a dollar amount attached. However, it can be time consuming to post, respond to fans or followers, and keep the conversation going. It is important, when prioritizing, to determine first what your overall budget will be. Though we don't like to think that money limits our ideas, that is a reality. If you have a limited budget, advertising in six issues of a leading publication will probably not make sense. Advertising in one key issue and tying many other initiatives to that ad is a good work-around. If your budget is a bit more flexible, prioritizing in which publications you want to advertise, which products you want to promote via literature, and at which trade shows you want to exhibit all enter into the mix.
There is no question that prioritizing marketing initiatives can be extremely complex. It is why we try to work well in advance on Fall marketing proposals, which in essence are our recommendations for prioritizing. Always ask yourself, "What do you want to accomplish?" What kind of timeline would be ideal for you? What budgetary constraints are you under? There are many ways to reach the same goal, and we will always work with you to find out what will work best for you. |
|
|
Sincerely,
|
|
|
