5 Marketing Predictions For 2012.

January 4, 2012

Keeping track of the ever-changing course leads to new success.

Marketers start your engines; if 2011 was any indicator (and surely, it was), 2012 is going to be a stellar year. Digital media, social media, the livelihood of traditional media — my Vertical Marketing Network colleagues and I wound down last year reflecting on these trends and more. And while we’d be remiss to predict whether this will be the year Google+ makes headway on Facebook, or whether 2012 will be the year QR codes really connect with the consumer consciousness, it’s hard to ignore what’s being said. It’s also safe to assume that certain talking points from yesteryear will build momentum going into the future, and they could help redefine what it means to be a marketer now. To ready you for the new year, Blogging Out Loud spent the waning weeks of 2011 compiling the below list of trends that we think will matter most in the coming days and months. Are you on your mark?

Maybe I’m just blogging out loud, but it seems as if successful marketing doesn’t necessarily mean winning the race, but rather, success means keeping pace with the ever-changing course. A new year is the perfect time for a tune up.

With that in mind, here are the top 5 marketing predictions for 2012:

1. Mobile Money Makes Sense — Sure, mobile money apps were a marketing hit in 2011, but 2012 will really be their year. While apps like Google Wallet and the AT&T/T-Mobile/Verizon-backed Isis allow consumers to shop — and pay — with the aid of their smartphones, other apps — like Mint — aim to help consumers keep money in the bank. Consumers are buying it; marketers should, too.

2. Pictures Make a Push – Pinterest — the bulletin-board themed social networking site — has generated a lot of, well, interest, from curious Facebook users, media writers and venture capitalists, who’ve invested $27 million in the project. In August 2011, the site had 1.2 million users. Today, it has over 4 million, and they are changing the ways consumers — and brands — share visual information.

3. Apple Turns Square  — Rumors popped up late last week that 2012 could see the release of Apple’s “iTV”, which could drastically rock the way content is distributed. As of press time, the rumors remained just that, but the potential for the medium is as exciting as it is vast. And knowing Apple, it will have major cultural impact, to boot.

4. Brands Branch Out — Many are speculating 2012 will see the face-off between the world’s largest social network and the world’s biggest Internet company get serious. With 800 million users worldwide, we think Facebook still rules the numbers game — especially for brands and businesses. But Google’s trying to change that, and some think it can ultimately succeed. Whether or not that’s true remains unseen. But for marketers, the implications are clear: it’s never a bad time to expand your social circle beyond the obvious Facebook and Twitter, even if it means learning other lingo. Circles, anyone?

5. Optimism Reigns Supreme — Between this summer’s Olympic games in London and the upcoming Presidential election, opportunities will abound this year for marketers to tap the emotions and excitement of the public. Consider now how you can be involved, and plan something meaningful. Affiliations aside, events such as these rally people. For consumers, they inspire passion, and for brands, they create opportunities. Be aware.

And be ready. These are just a few of the many exciting changes we’ll see this year. Hopefully, they’ll fuel your thinking for a better — and more profitable — 2012. See you at the races!

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo: ph-stop

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Posted by JJ Nelson

5 Marketing Hits & Misses From 2011.

December 13, 2011

Not every trend turns out to be a hit, but even this "misses" can inspire. From Foursquare and Google+ to digital media and mobile money apps, 2011 was good for brands and marketers.

Deeper discounts, QR codes, web video. Many of the trends that emerged this year will continue to bewitch consumers and inspire marketers in 2012, while many we’ll be happy to take a break from (fingers crossed) in the coming weeks and new year. At the top of that list is Facebook, the social networking party that’s become so big it can no longer be described as one party, but rather several miniature mixers inside one gigantic rec room, albeit a virtual one. Google+ continues to attract consumer attention; Google boasts that its social media answer to Facebook attracted more followers this year than LinkedIn and Twitter combined, which sounds more impressive than it is. At press time, user numbers looked like this: Facebook: 800 million, Google+: 43.3 million (as of mid-October), LinkedIn: 135 million, and Twitter: 380 million. For my colleagues and me at Vertical Marketing Network, a little competition is a good thing, and no matter the social network, brands and businesses will continue to log on and engage. After all, it seems engagement is the marketing buzzword of the moment. Whether it’s in stores, online or via television, marketers are forever challenged to connect with their brand demographic in meaningful and authentic ways. And with so many tools at our disposal, we have plenty to look forward to.

Maybe I’m just blogging out loud, but it seems like yesterday’s micro trends are tomorrow’s everyday occurrences. Marketers can learn plenty from cultural hits and misses, and possibly influence a little sway.

Below, Blogging Out Loud’s Top 5 Marketing Hits & Misses from 2011 (OK, maybe not misses, but we’ve certainly had our fill):

Hit: Foursquare – The darling of the location-based social networking scene has redefined what is means to “check-in” and check businesses out. More than 10 million users can’t be wrong.

Miss: Google+ – No matter that they say (see above), the little social network that could has a long way to go before playing with the big boys.

Hit: Digital Media – Television may still be the preferred medium for old school adverts, but this year saw online advertising outnumber print for the first time ever. And it’s going to continue.

Miss: Augmented Reality – Not so much a miss, but rather: Let’s stop predicting its future and make AR what it’s going to be — not just the Next Big Thing, but the future.

Hit: Mobile Money – New mobile apps enable consumers to shop with ease and empower small businesses to operate like big ones with little to no cost. Will mobile money render the paper stuff a thing of the past?

Miss: Recession Marketing – Since we’re in the midst of the biggest holiday shopping season in recent memory, let’s stop talking “recession” and adopt a new and necessary sensitivity to the needs of average consumers.

Hit: QR Codes – Since we explored their potential a mere 3 months ago, Quick Response codes have gone from being “those bar code thing-ys” consumers barely understand, to stand-alone advertisements that connect brands and consumers on multiple levels, all with the help of a smartphone.

Miss: QR Codes – Still, has anyone seen a campaign that really truly works? And, more importantly, just how many consumers are using them?

Hit: Crowdsourcing — Thanks to the Internet and social media, never before have consumers had so much influence over brands and businesses. The trend will surely continue, but how will it shift?

Miss: Green Marketing – Everybody wants to save the planet, but we still have a long way to go in reducing media waste. Have any green campaigns caught your eye?

Blogging Out Loud will return Wednesday, Jan. 4, 2012. From our family to yours, happy holidays and best wishes for a safe and prosperous 2012.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Stock photo

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Posted by JJ Nelson

What Would a Marketer of the Year Say?

November 29, 2011

5 Questions For Bill Weintraub — industry veteran and visionary.

For Bill Weintraub, the strategy behind successful marketing has not changed much over time: know your product, know your audience and communicate effectively.

Our industry is teeming with great leaders and visionaries, people from whom we all have much to learn. Bill Weintraub is one such person. After all, he’s been BrandWeek magazine’s Marketer of the Year and was named Outstanding Chief Marketing Executive by Frohlinger’s Marketing Report. He’s served as Chief Marketing Officer at Tropicana and Coors Brewing, and prior to that, he managed brands for the Kellogg Company, where his leadership fostered new success for Kellogg brands and marketers alike, when he championed efforts to allow food products to make health claims and thus ushered in a new era in food marketing. Before that, he managed iconic brands such as Scope, Prell, Sure and Crest for Procter & Gamble. Bill is currently a faculty member at the University of Colorado and an executive mentor to M.B.A. students at the University of Denver. We caught up with Bill last week and — not surprisingly — he had plenty of knowledge to share from his own storied and successful career in marketing and how it relates to current trends in marketing and popular culture.

Blogging Out Loud: You’ve seen a lot of changes over the years. How do you identify passing fads from lasting trends? Is there a secret?

Bill Weintraub: I really don’t think the underlying principles of communication and persuasion have changed that much since the times of Aristotle. Too many people — in the media, especially — get hung up on fads. Fads, or fashions, they come and go. For me, it’s the underlying principles of communications and strategy that matter:

– Understanding your product and/or service
– Identifying the consumer group for which its benefits are important
– Utilizing communication to demonstrate that

Some people don’t understand these basic principles. They get hung up on the fad.

BOL: What are your go-to resources — whether they are on the streets, in print or online — for keeping up on trends?

BW: I’m a big believer in magazines, whether I’m reading them on my iPad or physically. I read AdAge, Adweek, Business Week and Fortune. But I’m also a big believer of keeping track of pop culture, by reading magazines like People and US Weekly. That’s what people are interested in, so for me, it’s more important to keep in touch with pop culture.

BOL: When teaching, how do you balance new platforms, such as social media, against tried and true tricks of the trade?

BW: I don’t think social media — or, any one medium — is that important. Social media may work for some brands, and it may not for others. Television is still the dominant medium of our time — it accounts for two-thirds of spending among major advertisers — and the reason why is you can tell a story and dramatize something on television that you can’t in other mediums. That’s not to say social media, outdoor media, radio, and newspapers don’t have a place.

The key point is what advertising causes you — as a consumer — to switch to another brand from your current brand. That’s what effective marketing is about; it’s no more difficult than that. What causes brand switching? Does that advertising give the consumer some inclination to say, “You know what, I’m going to switch…” Does it provide some motivation? It’s mundane stuff. You have to understand pop culture, and a little bit of psychology. Think out how real people act. That’s how people make decisions.

BOL: What social media platform do you find most exciting and why?

BW: I go on Facebook and I follow some Twitter [feeds], but I don’t think it’s that important. If there’s a strategy that communicates some advantage to some group of consumers for whom that message resonates — that’s what important. Being cool isn’t that important. Look at what Pepsi did last year when they tried to be “cool” and shifted monies from television to social media; they really screwed up…

BOL: What marketing and promotional campaigns/tools are you excited about now?

BW: I don’t consider myself a dilettante of what’s good. If it builds business, it’s good. For you or I to judge advertising before we know the results, it’s very risky. There’s no correlation between what consumers like and effective advertising. It might be a little different in terms of promotions because you have the element of price, particularly in this economy, when people are more concerned about price. I think PR works the same way. In a sense, social media can be a vehicle for good PR, as long as there’s a strategy.

“5 Questions For” is a new and occasional feature in which Blogging Out Loud interviews influential industry leaders on current and future marketing trends.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Stock photo

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Posted by JJ Nelson

5 Social Media Platforms Worth Thanksgiving.

November 15, 2011

Top brands go online to promote their name, spirit of the season.

The Thanksgiving "place mat" of social media platforms is as varied as our celebrations. Below, Blogging Out Loud shares 5 platforms worthy of Thanksgiving and your marketing consideration.

For the next 10 days, many U.S. consumers will forgo visions of sugar plums in favor of Thanksgiving, that delicious kick off to the holiday season’s biggest shopping events — Black Friday and Cyber Monday. Both in stores and online, social media is proving to be Santa’s preferred little helper, with smart brands promoting coupons, incentives and sales via Facebook and Twitter. According to a recent study by the University of Massachusetts Dartmouth Center for Marketing Research, 58% of Fortune 500 companies have an active Facebook presence and 62% are utilizing Twitter. Still, some surprising brands are turning to social media to promote both their name and the spirit of the season. John Deere, long associated with farming and, in recent years, trucker caps sporting their iconic green and gold logo, has used social media to launch Project Can Do, a food drive of sorts in which 300,000 cans of food will be used to construct a model of a John Deere tractor before turning to stock a food bank in Illinois. The campaign — designed to raise awareness of the role farmers and ranchers play in producing healthy food for the growing population — largely uses Facebook to engage both consumers and the agriculture businesses it celebrates. The brand’s Facebook page features a “design a can app” and other features such as live streaming, photos and forums to engage farmers, who John Deere notes, are eager to engage consumers in new ways. That “can-do” attitude inspired my Vertical Marketing Network coworkers and me to consider other social media platforms that celebrate the season’s most social holiday.

Maybe I’m just blogging out loud, but it seems like the potential of social media is as diverse as the brands the consumers who use them. A greater number of platforms can only mean more ways to inspire and engage.

Below, 5 social media platforms worthy of your Thanksgiving and marketing consideration:

1. The Ever-Expanding Twitter-sphere – Social media’s equivalent of a chat room has reached more than 100 million global active followers, with an additional 400 million unique monthly browsers, up 70% since the beginning of the year. Just as impressive, 55% of Twitter’s active users rely on cell phones to engage.

 2. Tumblr, minus the “e” – The micro-blogging site is said to be the best thing since WordPress, and millions of users agree. Brands are starting to jump on board, too.

3. Sonar Power – Our favorite new mobile app  shows hidden connections we share with strangers nearby. Whether they be friends, friends of friends or like-minded strangers, Sonar connects consumers using shared connections, such as mutual Facebook friends and fan pages, common Twitter interests and more.

4. The Plus-side of Google+ – Social media’s NBT hasn’t proved to be quite that, logging 40 million users to Facebook’s 800 million. Still, Google+ and its +1 feature are maintaining interest and redefining the ways consumers talk about media contact. No wonder experts say the battle’s not over.

5. Vimeo, for other video – Just like Google+ is no Facebook, Vimeo is no YouTube. Last week, the video-sharing website reported 150,000 paid subscribers, making it the 13th online video destination according to comScore. Still, the platform continues to draw a highbrow creative audience who share an interest in both video making and community.

Now that’s something marketers should be thankful for.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Care Networks

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Posted by JJ Nelson

Back Talk: Do the Holidays Come Too Soon Each Year?

November 8, 2011

The holidays creep up earlier each year; this fall, retailers including Costco, Home Depot and J.C. Penny decked their halls in September. Others are enticing consumers to buy early with the help of layaway programs.

“Christmas in July” used to be a euphemism for “bargain” or “summer sale.” Then a few years ago, industry icon Toys ‘R’ Us launched a true summer sale which encouraged holiday preparedness over indulgence. “…You’ll feel like you’ve flashed forward to the holidays during our ‘Christmas in July’ sale in-store and online…” read this year’s advertising. Turns out, Christmas in July is just what it sounds like – The Christmas Creep – and DailyFinance reports it’s among consumers’ top pet peeves with retailers. Still, the National Retail Federation estimates as many as 40% of consumers kick off their holiday shopping before Halloween, but Consumer Reports claims a mere 8% will be done before Thanksgiving and only 25% will be done by Cyber Monday.

Retailers including Costco, Home Depot and J.C. Penny don’t seem to mind; as they broke out their Christmas finery as early as September this year. Others such as Best Buy, Kmart, Sears and Wal-Mart have revived interest-free layaway programs for early stock(ing)piling. One perennial exception is Nordstrom, which each year waits until after Halloween to deck its halls. Regardless, with so much temptation, consumers are bound to channel their inner elf. Analysts argue one reason for the layaway comeback is the credit crunch of 2008, of which consumers are still feeling the effects; in October, consumer credit was down 10.1% in the third quarter. Then there’s the NRF, which is projecting holiday sales to rise a meager 2.8% this year. Giving consumers plenty of time to shop, spend and prepare could mean good things for all. Yet a debate wages on about how soon is too soon for holiday marketing. If you’re like one of my Vertical Marketing Network coworkers, the off-season has historically proven to be as good a time as any to indulge and save. Yet another would argue the ever-accelerating Christmas Creep turns her green as The Grinch.

Maybe I’m just blogging out loud, but it seems like, despite the current economy, premature holiday hoopla threatens to bring out a little Scrooge in the most ardent Saint Nick. One man’s Christmas in July is another’s “Bah-humbug,” and brands and marketers should be cautious.

Which prompts the question: How soon is too soon for brands and marketers to start spreading holiday cheer? Do you think we’ve gone too far?

Please share your thoughts in the comments section below, or head over to Vertical Marketing Network’s Facebook page to chime in.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: dave416

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Posted by JJ Nelson

15 Years, 15 Marketing Insights — Part II.

October 18, 2011

Sincere communication and connections give rise to creativity.

In honor of Vertical Marketing Network's 15th anniversary, team members reflect on -- and share below -- marketing insights and lessons from the last decade and a half. Can you add to the list?

Marketing is an ever-changing, yet rewarding business. Successful marketers must have their fingers on the pulse of not just popular culture, but also shifting trends within specific industries, from beauty and entertainment, to auto, packaged goods and technology. Marketing, some could say, is the “Renaissance” profession of our hyper-specialized modern world — it encompasses all. That said, the past 15 years have especially seen rapid changes in technology, having given birth to marketing and networking tools such as Facebook, LinkedIn and Twitter. October marks the 15th anniversary of Vertical Marketing Network, and while many of my colleagues acknowledge these are exciting times — fast-paced and full of possibility — they are not without challenge. In addition to looking forward, marketers must also honor the basics, and communicate and connect in thoughtful and strategic ways. These are two tenets of Vertical Marketing’s philosophy. The third is to create, which is where that aforementioned cultural pulse comes into play.

Maybe I’m just blogging out loud, but it seems like — in marketing — true creativity depends on successful communication and meaningful connections. Marketers must focus on the latter to nurture the former.

To celebrate Vertical Marketing Network’s “Big 1-5,” Blogging Out Loud asked agency associates to reflect on their top marketing insights and/or lessons learned since 1996. Last week, we explored the challenges of identifying and maximizing quality sourcing, the concept of the remarkable, and the importance of reflection. Below, 8 more ideas for your consideration:

1. The Power of One — Vertical Marketing President Phil Saifer says empowerment is the key to the success of any service business. “Placing experienced professionals on a client’s business is the most valuable asset an agency has to offer. And when you empower your professionals to run their accounts as if it is their business, you achieve the best of the best in client service.” You also bolster brand loyalty.

2. Mentorship – Everyone needs someone to guide them, especially at the start of their career. Project Manager Alice Lin believes quality mentorship prepared her to handle what she calls the “projects within projects” puzzle. “No detail is too small,” Alice says, “and organization is key.”

3. Sincerity — Organization also helps Assistant Account Executive Cristina Vazquez build close and sincere relationships with clients. “Treat your client well,” she says. Listen to them and respond to them. Cristina suggests: “Send a birthday note or get well card — anything that shows they’re always top of mind.”

4. Like Family — Financial Administration Coordinator Tiffany Gann says not only should clients be top of mind, but so should your coworkers. She shares: “The biggest thing that I’ve learned at Vertical Marketing is how close everyone is. The genuine care that everyone has for each other and the business is evident.” Responsibility and empowerment seem to go hand-in-hand.

5. Face Time – Senior Creative Director Jeff Courtney sees actual one-on-one time with clients as a renewed challenge. While he’ll admit that he and his clients quickly warmed to time-savers such as email, instant message and text message, “we can all too easily slip into the mistaken impression that simply being virtually available anytime our clients need us is enough. It is not.” We agree.

6. Talk the Talk – Vertical Marketing’s Executive Director of Insights, Betsy Berman, knows a lot about, well, a lot. Still, she says one of her greatest marketing lessons is admitting otherwise. “If you are unsure,” she says, “ask. It’s better to feel foolish than to really make a fool of yourself and/or make a big and — most often — costly mistake.” Walking the walk starts with talking the talk.

7. Assimilation – Perhaps no other person has experienced the changes in our technological world over the past 15 years more than Group Financial Director Meryl Kotin. It seems laughable to think that a decade ago accounts were managed and reconciled manually. Meryl shares: “With any changes there are growing pains, but being part of creating new systems is rewarding.”

8. Know Yourself, But Know Your Client More – Phil Saifer shares an appropriate anecdote: “I took home five varieties of a food product from the test kitchens to prepare at home. After doing a tasting, my wife and I concluded the product was a dud. Flash forward two weeks later, when we conducted taste-testing focus groups in the middle of the country, and the target audience loved everything — the taste, the texture, the ease of preparation.” We are not always the target audience. Phil adds, “Always open your eyes to other perspectives before making a final recommendation to a client.” Well said, boss.

Whether you’re new to marketing or a weathered veteran, we’d love to hear your thoughts on the above and the past 15 years. Please share in the comments section below, or on Vertical Marketing Network’s Facebook page. And, as always, continue to create, communicate and connect — with us, with others.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: aoife mac

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Posted by JJ Nelson

15 Years, 15 Marketing Insights.

October 11, 2011

Team members share lessons learned over past decade and a half.

October marks the 15th anniversary of Vertical Marketing Network. In addition to celebrating, team members have reflected on -- and share below -- some of their key insights and marketing lessons.

Smartphones. Google. Facebook, LinkedIn and Twitter. YouTube. They are brands and services that dominate the daily lives of most consumers, and for marketers, they’ve become tools we rely on to reach broader audiences and connect with our peers. It’s hard to imagine that 15 years ago they were but figments of the imaginations of visionaries such as Steve Jobs, Sergey Brin and Larry Page, Mark Zuckerberg and Jack Dorsey. October marks the 15th anniversary of Vertical Marketing Network. When Phil Saifer started Vertical Marketing Network in 1996 he could not have imagined the agency would one day be blogging and building social media campaigns (as part of its integrated marketing work) for some of the nation’s leading companies in the toy business, home entertainment, packaged goods, construction products and the casino industry. And yet, here we are. What an adventure it’s been! Yet, when asked to consider some of their top marketing insights and lessons learned over the past decade and a half, many of my Vertical Marketing Network colleagues were surprisingly nostalgic, not necessarily for years past, but for the authentic dialog that is often associated with “simpler” times. However, many acknowledge that by harnessing technologies such as those listed above, modern marketers have been able to redefine the ways we create, communicate and connect. May we continue to do so!

Maybe I’m just blogging out loud, but it seems like time is the best indicator of influence. Today’s technologies are merely extensions of previous trends; tomorrow ‘s successes are rooted in the present.  

To honor Vertical Marketing Network’s 15th anniversary, Blogging Out Loud asked agency employees to reflect on their top marketing lessons since 1996. Here are 7 things they had to say:

1. Remarkability — Group Account Director Danielle Conte borrows from marketing guru Seth Godin, who famously said: “The thing that’s gonna decide what gets talked about, what gets done, what gets built is: is it remarkable?” Danielle sees his challenge: “We need to regularly ask ourselves this question.”

2. Sourcing – In our media-saturated world, quality information ranks high with several Vertical Marketing employees as an issue of importance. Word of mouth, says Account Executive Kate Clarkson, is the best way to get your message across. And while these days that happens more often than not with the help of social media, Kate says, “There’s nothing stronger than the opinion of a trusted friend.

3. Reciprocality – The ability of many to work together toward a common goal has long been the secret to success, as Marketing Services Coordinator Paul Domen knows. “Being able to work together with my teammates here at Vertical, I am able to help and be helped in an un-selfish manner.” This not only applies to in-house relationships, but especially ones with clients.

4. Forward Motion – Project Manager Joanne Hilton has witnessed changes in the field and technology from the get-go, and where some may be cautious, she’s learned to embrace inevitable change. “Transition is an electrifying experience,” she shares. We couldn’t agree more.

5. Honoring Basics – Fundamentals can be easier in theory than practice. Account Supervisor Karen Linderman stresses the value of basic communication: “Listen to your customers and prospects and communicate with them in a personal way. They are your best advertising.”

6. See and Scene – “To be a successful marketer, you need to get into the markets and the stores, ” says Account Director Nicco Mouleart, “and meet the target consumers you are going after.” Blogging Out Loud often takes to streets in the name of research. Go out, see and experience the scene.

7. Reflect – Vertical Marketing Network Vice President Diane Solem ponders daily the changes shaping the industry. Her greatest insight is one we offer back to you: With the myriad changes facing the industry and communications as a whole, “is a personal relationship as important as we think? Is viral marketing moving us away from one-on-one marketing?”

Next week, we’ll return with 8 more marketing lessons and insights from the Vertical Marketing Network team. In the meantime, please share your thoughts on the above in the comments below. Ideas, as we often note, are nothing without sharing.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: stephen_gunby

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Posted by JJ Nelson

Back Talk: Who’s Your Marketing Hero?

October 4, 2011

While superheroes scale tall buildings, real life heroes inspire us to reach new heights. Who is your marketing hero? Share your thoughts below.

Certain kinds of heroes may get more attention than others, but that doesn’t mean each doesn’t deserve a place on the cultural index. While events like Comic Con highlight the impact of comic book culture on the popular one and, thus, marketing to the masses, real life heroes have been affecting our industry for decades, using their own secret talents, special powers and vision to shape the direction of marketing and the people who dedicate their careers to it. Steve Case is credited for bringing the Internet to the masses with a once little and now ubiquitous thing called AOL. American Airlines CEO Bob Crandall was a loyalty program pioneer; these days, loyalty programs drive competition and sales. Zig Ziglar’s name is magnetic in its own right, yet it’s his work as a motivational speaker and sales trainer that’s launched him to hero status. My Vertical Marketing Network coworker and personal hero Betsy Berman gives Apple’s Steve Jobs credit not just for his ideas, but also for the way they are packaged and marketed. She, meanwhile, has taught me smaller but no-less-important lessons, such as how to “think like a marketer” and engage the consumer world with open and critical eyes. The list could go on and on, and it will, with your help.

Maybe I’m just blogging out loud, but it seems like heroes come in all shapes and sizes and even disguises. Real life heroes inspire and affect change; nothing says “super” more than that.

Which prompts the question: Who is your business and/or marketing hero? Has a certain person captivated you and inspired you to take your career to new heights?

We’d love to hear your thoughts in the comments section below! Or, join the discussion on the Vertical Marketing Network Facebook page.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: sakeeb

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Posted by JJ Nelson

5 Marketing Tips For Your Brand’s X-Factor.

September 27, 2011

New show engages consumers on all levels; marketers can, too.

Television's newest show it ripe with marketing lessons. Brands can -- and should -- unlock their own x-factor.

Simon Cowell was back last week with the much-hyped premiere of The X-Factor and while ratings might not have been as high as he wanted, there’s no denying that the creative minds behind the latest singing-competition show are breathing new life into what increasingly feels like an old genre. The X-Factor could reshape the ways consumers engage with a brand on multiple levels. The X-Factor goes beyond “the American Idol effect” in that it is not just about the singing voices of a few; the show is giving fans voice, too, especially online. Marketers can learn a lot by “tuning in.” Head over to the show’s website, and you’ll see that fans of The X-Factor are getting almost as much screen time as the show’s celebrity judges and budding stars. The X-Factor Community presented by Pepsi is essentially a loyalty rewards program that encourages fans of the show to join in and earn points for tasks as simple as daily logins and connecting to the show on Facebook and Twitter. Although the points have no actual value, some 3.5 million fans have connected to the show via Facebook and the “newsfeed” of fan activity on the show’s website indicates a little healthy competition can go a long way. Beyond existing social networks, fans can use The X-Factor Community itself to connect with other fans and actual friends. It’s a show-specific social network, and consumers are using it. PepsiCo hopes their also picking up cans of its namesake soda. The brand has partnered with FOX to promote the show and is running a campaign that uses image recognition and SMS. Just when my Vertical Marketing Network colleagues and I were debating the potential of QR codes, a PepsiCo executive tells Mobile Marketer the decision was based on research that shows more people have SMS and camera phones than QR code reader apps. Either way, the reward for the Pepsi campaign will likely fuel competition and participation: Pepsi is giving away grand prize trips for two to L.A. to watch a taping of The X-Factor each day though Oct. 29. That’s a lot of soda…

Maybe I’m just blogging out loud, but it seems like marketers have a ‘x-factor’, too. In our increasingly technology driven world, winning campaigns seek to engage consumers on all levels.

Successful marketing campaigns create buzz and excitement; sometimes, they’ll even drum up a little healthy competition. Below, 5 marketing takeaways from The X-Factor:

1. Consumers like rewards, even virtual ones. Witness the aforementioned “fan-feed” as proof.

2. Social media is a tool marketers can use to fuel healthy competition and –repeatedly — bring attention full-circle, back to the brand.

3. Successful partnership marketing is mutually beneficial.

4. Brands can — and should — engage consumers online in new and interesting ways.

5. The cell phone isn’t just the ultimate accessory; for marketers, it’s a gateway — to consumers, to technology and to the allusive, yet essential, Factor X.

With increasing ways to activate your brand’s potential, marketers are wise to give voice to their own X-Factor.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Leif Carlsen

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Posted by JJ Nelson

Marketing To And Through A Recession.

September 13, 2011

Despite economic downturn, marketing budgets continue to grow.

For brands grappling with how to market themselves during the recession, there's light at the end of the tunnel. Despite the current downturn, marketing budgets are up and consumers are spending, albeit cautiously.

Conventional wisdom tells us that when the going gets rough, both consumers and marketers get tough on excess spending, and that might be true. But recent studies suggest that despite the current economic downturn that just won’t stop, marketing budgets are up and the industry is hopeful. In a report on business-to-business marketing released earlier this year, Forrester Research found the average marketing budget will increase nearly 7% this year over 2010, with the largest spending increases expected to come from technology service companies, the financial sector and the makers of high-tech gadgets. While that likely doesn’t come as a total surprise, this might: the Forrester study also found that smaller companies are more likely to increase their marketing budgets over large ones, since the need to grow one’s brand doesn’t stop and drop with Wall Street. It seems counter-intuitive, but recessions have proven to be good for marketers and brands alike. Simply put, just because consumers have less to spend doesn’t mean they’re not spending. However, they are shopping with a discerning pocketbook, which is why marketers best keep on their toes and be ready to make adjustments on the fly.

Maybe I’m just blogging out loud, but it seems like — metaphorically speaking — marketing during a recession is equal parts determination and perspiration. Preparation and inspiration is key to seeing brands through the slump.

History is ripe with lessons of brands that have turned a bad economy into a golden business opportunity. As conventional wisdom is also happy to remind us, consumers are more likely to question their spending habits during bad times. Moreover, it’s during a recession that consumers gravitate toward brands that continue to communicate with them. A golden opportunity exists for brands to turn the dial up on its marketing programs – from coupons and social media marketing, to product demos and exclusive merchandise offers. But by taking the lead on brand marketing during a recession, it is equally important to stay in touch with consumer purchase patterns. The Wall Street Journal reported yesterday on another recession trend: consumer’s “trading down,” or the act of consumers abandoning long-time preferred brands in favor of more affordable ones. Specifically, the article looked at how Proctor & Gamble has adapted to the financial shift: “It’s required us to think differently about our product portfolio and how to please the high-end and low-end markets,” says the company’s North American group president. One technology that’s been helping brands do just that for years is search engine marketing (SEM). With U.S. consumers turning to the Internet for more than 1/5 of their media needs, it’s no wonder that SEM numbers continue to grow while traditional mediums stagnate. As my Vertical Marketing Network colleagues and I like to discuss at length, the Internet may very well be the savvy marketer’s greatest ally during this or any future downturn, which is why Vertical is heavily involved in the planning and development of SEM programs for its clients that take advantage of the vast reach, minimal cost and precise targeting of the web. Tough times call for calculated measures, all right, and it seems marketers have their work cut out for them.

How are you adapting your marketing efforts? Please share your thoughts.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Newtown_grafitti 

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Posted by JJ Nelson

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