PUBLIC RELATIONS: Is It Editorial Or Paid? And Does It Matter?

A recent survey published in PRWeek magazine reveals that almost 50% of senior marketing executives polled reveal that they've paid for editorial or broadcast brand placement. In addition, another 50% of the 266 executives surveyed indicated that they would pay for placed editorial if the opportunity arose.

What does this mean for public relations, media relations and credibility? Perhaps a lot for the PR professional, and not so much for journalist credibility — last October, another national survey found that 65% of consumers believed editorial mentions of a product were already paid.

Source: Marketing News, NOISE

HOSPITALITY: Pictures Are Worth More Than Ever.

We live in a world that's all about image, where people make snap judgments and buying decisions basely solely on the way something looks. Putting on a good face is no longer a figurative imperative; it's a literal one. Consumers are bombarded by more than 5,000 advertising and marketing messages each day and everyone is competing to be noticed.

How marketers depict a hotel has never been more critical, and the role that photography plays has never been more important. According to a study done by hotels.com, nearly 70% of respondents agreed that seeing photos of the hotel and hotel rooms are key to their decision-making process. Why? Because in the customer's desire for immediate gratification, photos are the easiest and fastest way to absorb something about that hotel and, when combined with customer ratings, descriptions and maps, they're the best way to convey the ambiance, quality, service, features and style of any property.

Given all this, the single most important marketing expenditure a hotel just might be the visual images it uses to tell a story. But getting a great photograph doesn't happen by accident. It requires a great photographer, a great creative director (your best hospitality marketing ad agencies), a shot plan, a lot of time, significant preparation, significant creativity and a reasonable expectation that you'll pay for what you get — which in the case of outstanding property photography should be budged at $5,000 per day or more. Oh, and one more thing: be a good client and trust the experts to do what they've been hired to do.

Source: HSMAI Marketing Review, NOISE

Note: NOISE Branding Communications specializes in hospitality, travel and tourism marketing. Image provided by 'Tween Waters Inn, Captiva Island, Florida, and NOISE.

FINANCIAL INSTITUTIONS: In Banks We Trust.

One of the oddities of our capitalist society is that Americans tend to take a dim view of capitalists. In a new Gallup pole on people's trust in major institutions, a mere 18% said they have a great deal or quite a lot of confidence in "big business." Only HMOs (15%) scored worse. As is often the case with other surveys, though, banks scored extremely well, with 49% of us voicing high trust in our financial institution. That puts banks fourth down on the list among 15 institutions, trailing only the military (73%), the police (58%) and the church/organized religion (52%). Does bank iconography work (as intended) to install trust? Or is it years of ATM usage and minimal interaction with live bankers, and the occasion to get frustrated with them, that's maintained consumer confidence? Only the bankers know, and they aren't telling.

Source: Adweek, NOISE

INTERNET MARKETING: More Clicks Than Ever.

Sponsored link ad impressions that include websites in search and contextual advertising networks continue to rise rapidly, with both Google and Yahoo! reporting double-digit increases in revenues over the past six months.

Google growth was 14%, to an amazing 41.1 billion sponsored links, while Yahoo! served up 23.2 billion, which represents a 21% growth over the same period.

Source: Marketing News, NOISE

BUSINESS MANAGEMENT: Micromanaging Is a Macro-Mistake.

A recent study by Cornell University has found that small businesses that granted workers more autonomy grew at 400% the rate of those that were tight-fisted. Moreover, these same companies had a profit rate 47 times higher — and less than 1% of the turnover rate. Here's a revealing, closer look:

• "We Are Family." Higher salaries met get people in the door, but providing a supportive, family-like work environment makes for a far more productive office (500% greater profit growth).

• "Join the Team." Businesses that hired employees who meshed with the organization performed much better than those hired for specific jobs (225% greater profit growth).

Source: Fortune Small Business, NOISE

MERCHANDISING: Stop and Smell the Plastic.

With fragrance making a major marketing impact by adding a new sensory dimension to purchasing, one innovative company in New Jersey is leading the way. The company is Rotuba Extruders and their product, Auracell, is a dynamic plastic that can take on any shape or smell. Some examples include fruit-punch scented coupon dispensers in grocery stores, promoting Children's Motrin, and scent clips for air purifiers. According to the company, some 100 products are already under development, from cologne-infused golf tees to toys and cell phones.

If your product is plastic based, the odorous possibilities are unlimited.

Source: Fast Company, NOISE

MARKETING: The Seven Musts to a Satisfying Customer Experience.

A new study from Michigan State University and Publicom identified seven important dimensions of the consumer purchase experience that reportedly can be used as effective measurement tools for any business:

1. DRIVING BENEFIT. Understanding how to use a product or service is as important as understanding its benefits, values, consistency and other attributes.

2. ACCESSIBILITY. The product or service must be readily available or easy to acquire.

3. CONVENIENCE. The entire shopping process should be fast, with products or services easy to locate.

4. INCENTIVES. Offering bonuses, rewards or incentives increase the chance of buying the product or service.

5. UTILITY. Practicality is important. There should be no surprises surrounding the product or service, and safety is valued too.

6. SALES ENVIRONMENT. The surroundings, if retail, should be attractive, fresh, entertaining, stimulating and, if possible, educational.

7. BRAND TRUST. Satisfaction with the product or service should be the company's most important concern.

Source: Marketing Management, NOISE

MEDIA: More On How and When We Consume Media.

Consumers pay significant attention to print media when using more than one medium at a time, according to new findings from Ball State University's Center for Media Design. Specifically, more than 51% of all newspaper time is spent with television in the background, while almost half of all magazine usage is experienced with television in the background.

The day of the week can also affect which medium people prefer. Magazines show heavier readership on Mondays and Fridays, while newspaper readership peaks (when else?) on Sundays. Television, radio and internet exposure is lowest on weekends.

Media exposure even changes with time of day. Newspaper is most read in the morning. Magazine, radio and internet maintain steady exposure throughout the day, falling in the evening. And television dominates mornings and evenings. While some of this doesn't appear to part the clouds, it is important to note in developing the most effective media reach mix.

Source: Marketing Management, NOISE