Advertising 2.Oh! Recap #3

March 26, 2008 at 9:55 pm (advertsing, new media, PR, PRSA, PRSSA, public relations) (, , , , , , , , , , , , , , )

Click here for Advertising 2.Oh! Recap #1 or here for Recap #2

Advertising 2.Oh Recap #3

Lastly, he discussed the paths to engagement. The first one was “branded cinema.” Tom Hanks was the primary example. The movie, You’ve Got Mail, was essentially a long infomercial for AOL. It is the same for his other movie, Cast Away. The two brands involved were FedEx and Wilson.

Then there are “branded books.” The main point with these is that they are all done from a different point of view. You don’t know if the CEO of the company actually wrote it, or the publisher just had someone write it and slapped his name and face on the cover.
Next were “blogs and search.” There is a blog called the Huffington Post and it had written something about John McCain and his “bomb Iran” song. the thing with this clip is that it will never go away.

Then there was “community.” There was a printer who had a strange youtube video called “Printing’s Alive.” But it had 113,000 hits the last time Lance checked. Where else can a printing business get that much free publicity?

“Branded remix” relates to music. The example was the Starburst berries & creme ad. It was remixed from its original footage and had received over 1.6 million hits. So here’s something not even done by Starburst, yet ended up promoting it still.

Actual commercial:
Remix commercial:
With “on demand,” people come for information. His example was a local tax attorney who wanted younger clients to attract his own son into taking over the firm. They ended up setting up a beta site called “You’re on your own now,” offering financial advice. They got a sponsorship from a bank and also got the audio versions onto radio stations. The bank is happy because they get publicity, kids are happy for the advice, and the radio is happy for the content.

Last was “shopping.” The example given by Lance was AutoNation. The printer took over and manages the databases. From the database, they can send personalized reminders (and discounts) for oil changes, etc. Sales have gone up, apparently.
The last point he made was that branded content lowers the budget. If your content already contains your brand, then you spend less.

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Advertising 2.Oh! Recap #2

March 26, 2008 at 9:51 pm (advertsing, new media, PR, PRSA, PRSSA, public relations) (, , , , , , , , , , , , , , )

Click here to read Advertising 2.Oh! Recap #1

In Lance’s presentation, he quoted Gene Dewitt of DeWitt Media Strategies. DeWitt had said that in five years, every company will need their own network. This doesn’t mean like taking over a network like Disney did, but every company will need its own network to help form digital relationships with customers. This gives opportunity for it to be the customer’s idea to form the relationship (and they expect you to be available for them). Lance also made a point that we are not just marketers; we’re programmers too.

Lance said that the “old rules” still apply, such as understanding your brand, etc . But now the focus has shifted to two-way conversation. Also, the consumer has more options now. Instead of just the original two options, ignore and engage, they can now reply.

Consumers will want to engage if the message is compelling (entertaining) or interesting (offers information). There is also responsive engagement. This would include brand offers, sweepstakes, etc. Interactive engagement is when the audience creates (and usually controls) the conversation.

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Business Dinner Etiquette

March 26, 2008 at 4:18 am (PRSSA) (, )

This evening I attended the Etiquette Dinner put on by CMU Career Services with several other members of PRSSA.

I felt that this would be a very useful event to attend. What if I am required to attend a formal dinner with clients in the future? Before this event, I had no idea why I would need three forks!! Now I know that one is for salad, one is for dinner, and the one at 12 o’clock is for dessert.

Images and impressions are important, especially in public relations. I would encourage every student to take advantage of learning experiences such as this. You want to appear competent and professional to your superiors, peers, and clients.

So here’s the top ten tips I learned while eating dinner:

1. Put your napkin in your lap as soon as everyone is seated.
2. Wait for everyone before beginning (ordering, eating, moving onto the next course, etc.)
3. Start on the outside and work in.
4. Cut one bite at a time.
5. When passing “community” items, offer to the person on your left and then pass to the right if you initiate. Pass to the right at all other times.
6. Bread goes on the plate on your left and you have to rip off one bite-sized piece at a time, not make a “bread and butter sandwich.”
7. When eating soup, move the spoon away from you and sip the soup from the side of the spoon.
8. When the host is done, so are you.
9. Coffee is for after you have eaten dinner.
10. The host or person who invited you out pays the check. If you are the inviter, you get the check. This may change in other cultures.

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