BRANDING: Product As Hero Vs. Product As Evil.

We've all heard about product as hero advertising. But how about product as hero branding? That's what Hummer is undertaking. Literally.

GM's new marketing campaign aims to rescue their declining Hummer image by highlighting its exploits. The Hummer SUV line has recently been swept up in an almost perfect storm of outrageous gas prices, the rise in environmental consciousness and the war in Iraq. "The brand came to represent an icon for all things evil," says Megan Stooke, GM's marketing director.

How turn turn your business from an evil empire into something heroic? Take a tip from GM's playbook:

The new Hummer campaign strives to position the vehicle as a "force for good" with a very humanitarian purpose. The campaign is called "Hummer Heroes" and portrays how rescue workers and owners rely on Hummers to help others, specifically in disaster-response scenarios. The campaign hopes to humanize the brand with its serious approach; one upcoming TV spot will use real newspaper headlines, such as a tornado rescue in Colorado. GM is also launching a microsite at www.hummerhelps.com that encourages owners to submit stories and photos, illustrating how they assisted others in need.

Buy a Hummer and save humanity. Are you convinced?

Does your brand need more heroic branding? What are you doing to position your brand as a force for good and not evil? While it may sound funny, it's serious business. Think about it. Forward-thinking marketers are.

SOURCE: Advertising Age, NOISE

Reported by: Kimberley Parket

RETAIL MARKETING: Out With the Old, In With the New, Still the Same Push.

Certainly one of the oldest (if not the oldest) form of advertising is point of purchase. Today, thousands of years since the world's first sale took place (we won't go so far as to suggest the point-of-purchase ad was for the world's oldest profession!), point of purchase (or if you prefer, point of sale) advertising remains a highly-effective way to stimulate sales, add-on sales, upsales or spontaneous sales for a variety of products, in a variety of situations.

However, POP has clearly evolved in recent years beyond the traditional, static, one-dimensional sign, banner or poster to fully-walking-upright technology — including interactive, touch-screen, digital or even video displays. More importantly to retail marketers, the strategy still works — in supermarkets, for instance, delivering on average a 1.2% to almost 20.0% lift in brand sales (depending on product and type of display), while in pharmacies pulling an average 6.5% brand sales lift. According to Point-of-Purchase Advertising International (POPAI), the global association for marketing at retail, the same positive results should be anticipated in virtually any retail setting.

So if you're marketing on the ground, give that marketing a push with POP.

SOURCE: Marketing News, NOISE

Reported by: John Sprecher

MARKETING: In Defense of Free Speech (On the Part of Your Consumer).

The interaction that consumers now have today with advertisers — via web logs, shared videos and much more — should impart this lesson for all of us: you can't hide your head in the sand anymore.

The fact is, according to a fine essay in Marketing Management that NOISE thoroughly endorses, "marketing is not a one-way lecture anymore; it's a two-way conversation. Receipt of the (branding, advertising or public relations) message is no longer the endpoint of media communications; rather, it's the beginning of a reaction by those at the receiving end."

The essay goes on to point out that marketers who choose to ignore comments or criticism by their consumers are living in a fantasy world, and that any company that tries to stifle criticism will only engender more criticism and mistrust. Those customers are going to air those comments or criticisms anyway — so why not encourage them to interact with you, via your website or other customer touch points? — where you can control their diatribes or damage, and (ideally) turn a negative into a positive, gaining you the most valuable, positive word-of-mouth-or-keyboard customer of all (the one who receives "above and beyond" care and has had their underwhelming overwhelmed).

As the essay concludes, "the messages of every brand are now filtered and remade...from consumers as much as from competitors. New approaches to marketing communications are imperative. Marketers must learn to listen to others, not simply revel in hearing themselves talk."

Amen to that.

So marketers, look to your websites and customer service centers — and make it easy for your consumers to opine, while being prepared to respond positively.

SOURCE: Marketing Management, NOISE

E-MARKETING: Top 10 E-Mail Essentials.

Your time is valuable. The same can be said of your potential customers. So when you're trying to reach them through e-marketing, make sure you address — in Letterman fashion — the "top 10 e-mail essentials." According to Email Insider, these are:

1. A link to the customer's (assuming pre-registration) preferences and profile page.
2. Link to comment on story or provide feedback.
3. Link to back issues or other offers where appropriate.
4. Like to web version of e-blast.
5. Link to related information or offers, products or services on your website.
6. Description or link to shipping and/or return policies.
7. Privacy policy or link to it.
8. Phone, e-mail or contact info for newsletter staff or related departments (sales,customer service).
9. Forward to a friend instructions.
10. Unsubscribe link.

While some of these may seem obvious, others are often overlooked. Make sure your e-marketing includes 'em all and you'll look like the pro that you are.

SOURCE: Email Insider, Visit Florida, NOISE

Reported by: John Sprecher

MEDIA: Video is King, Too.

We've alluded to it here before in Trendspottings, but this bears repeating: for more effective web marketing, get video onto your site or into your e-marketing. Now. Like today. And here's some spanking new research from advertising.com and the Center for Media Research that tells why:

• More and more people are watching videos online every day. Among adults 35 years or older, it's seven out of 10. Among 18 to 34 year olds, it's one out of three.
• Nearly one of every two individuals (regardless of age group) who views video online, forwards that video clip along to a friend (meaning if your message is cool or relevant or somehow worthy of endorsement, it'll spread like a virus).
• If you have content to share, you'll find an eager audience among adults 35-plus. If it's entertainment or user-generated video that you're promoting or welcoming, 18-34-year-olds will embrace your site.
  

Oh, and in the spirit of practicing what we preach, NOISE presents one of the agency's all-time favorite commercials — one that we produced a few years ago, yet still applies to a certain agency principal's golf game today (me). Enjoy.

SOURCE: Visit Florida, advertising.com, Center for Media Research, NOISE
Reported by: John Sprecher

DIGITAL MARKETING: Did We Mention, Content is King?

Along comes yet another study suggesting that if you aren't loading your website with content that's relevant to your audience, you're so yesterday — and so is your marketing.

According to the Online Publishers Association, internet users now spend the majority of their time visiting content (articles, videos, blogs and the like) — almost 50% of our time, versus only 33% on communications (email, instant messenger, chat rooms, etc.).

Researchers suggest there are two reasons for this: the first, of course, is the sheer volume of into online, coupled with the significant improvements made by search engines in ranking the data we seek.

So, repeat after us. Content is king. Content is king. Content is king. And with this information, go directly to your website, do not pass go, do not collect $200, and bring as many elements of Web 2.0 to your site as your audience would embrace. Or risk having them find that content somewhere else.

SOURCE: Visit Florida, Center for Media Research, NOISE
Reported by: John Sprecher

MARKETING: Getting Inside the Consumer's Head (It's a Unique Place).

Is advertising as we know it really dead? The answer rests on the shoulders of people who buy our brands and recommend them to others — not with advertisers, marketers or consultants. After conducting an exhaustive study, Rick Milenthal, CEO of Engauge, discovered that “consumers have become experts in ignoring and rejecting messages. They can instantly recognize messages that are irrelevant or ill-timed. Consumers aren’t simply tuning us out; they just want us to tune them in.”

Put it this way: when we (as consumers) spend time with the media, we do it with a purpose, goal or need that drives our behavior — and as we do so, we enter different modes, or mind-sets, that drive our choices, actions and receptivity to marketing messages. The six modes identified:

1. ENTERTAINMENT. Consumers want to be entertained. In this mode they are on a mission to be amused. Television, radio, some print and online movies, games and entertainment are the obvious media choices.
   
2. INFORMATION. Information-seekers are looking for knowledge to help them make decisions. This mode has also been around for a long time, but now consumers are searching for information online.
3. DISCOVERY. When consumers look for something new — whether it’s an exotic vacation spot, a dessert recipe, or a new car–they’re in Discovery mode. They do this because they want to expand their minds.
4. CONNECTING. This mode is all about building relationships. Consumers want to stay in touch with friends and family through email, social-networking sites, text messaging and online gaming.
5. SHARING. Similar to connecting, sharing mode is a way to create common ground. Video-and image-sharing sites invite millions of people to swap their experiences.
6. EXPRESSING. This mode refers to conveying an individual point of view. This is essential because almost anyone can become a valued resource by posting a blow, vlog or podcast.
   

What does this all mean? As marketers it's vital that we do all we can to match our message ti the mode. Aligning the message with the mode will determine whether our messages make it into consumer consciousness or become more wasted marketing efforts.

Source: Advertising Age, NOISE
Reported by: Kimberley Parker

E-MARKETING: Where Content Is King.

One of NOISE's favorite branding and marketing e-newsletters is "Content Marketing Today," authored by leading content marketing strategist, author and speaker Newt Barrett (contentmarketingtoday.com). Barrett's mantra is that by "building conversations with your customers, (you) build your brand and your bottom line." We couldn't preach louder or agree more (NOISE was honored to have been highly praised recently by CMT, for our content-driven, award-winning and record-producing web marketing for client 'Tween Waters Inn).

What we most appreciate about Content Marketing Today is that Newt Barrett and his team aren't shy about their opinions. Take last week's newsletter, subject-lined "lessons to learn from a great newsletter and a bad website."

With a subject line like that, readers sense that what they're going to find will take a stand, clearly define strengths and weaknesses and, doing so, more than likely be useful. You know, content that's relevant, engaging and proactive to your mission rather than hype. And Barrett backs that promise up with delivery — in this case, outlining how Booksurge (an amazon.com company) e-newsletters clearly target, message and deliver the goods to their audience (potential book self-publishers), while taking to task (in brutally honest and absolutely correct criticism) a regional furniture retailer's weak, ineffective website.

All of us at Trendspottings appreciate trendspotting as insightful as Content Marketing Today. To subscribe, simply click here.

SOURCE: NOISE, Content Marketing Today
Reported by: John Sprecher

RE-BRANDING: The Answer May Be Right Above Your Nose.

How do you take a number three market share position in a highly competitive industry and rebrand yourself to your advantage?

There are a lot of success stories of Number Twos trying harder and winning (Avis), but the challenge has been and still is greater for fast feeder Wendy's, competing in a globe that includes Mickey D's and The King. What was Dave Thomas's team to do?

First, the creative geniuses (a compliment, not a rip) at Wendy's corporate or their agency Saatchi & Saatchi came up with a catchy, kitschy visual icon — the red wig. The wig has proven so popular that it's currently out of stock on such off-online sites as wendysunderground.com. Oh, and year-to-year, store-to-store sales were up earlier this year, as the campaign was in full speed, some 3.0% to 4.0%, and recall is "very strong."

Now (and over the past two years, really), Wendy's has doubled its online advertising budget, from 4.0% to 8.0% of its annual $375 million. Wendy's and Saatchi are using the money wisely, building microsites to better reach core 18-34 year old consumers and offering unique promotions — including a new, 100-million free songs music download with Rhapsody for persons buying the new Jalapeno Double Melt sandwich between November 21 and December 30.

The real challenge now will be for Wendy's and the agency to sustain the freshness of their campaign and continue growth. But that's what they get paid the big bucks for. So far, so good — and good lessons for all of us about branding, visual humor, and speaking to your core audience with messages and media they'll eagerly embrace.

SOURCE: ADWEEK, NOISE
REPORTER: John Sprecher

INTERNET: Letting Our Fingers Do the Shopping.

Those of you old enough will remember an almost iconic ad campaign for Yellow Pages advertising that summarized the telephone directory's advantages with the promise: "Let your fingers do the walking."

Fast forward to today, and that same slogan is ringing loud and true for online shopping.

Both retail and ISP marketers should take note of these important internet-usage trends, per a recent study by Media-Screen in San Francisco:

• If consumers have a high degree of interest in your industry — and information as well as product are available online — they'll spend literally hours in front of their computers. Marketers who really push the hot buttons of online shoppers include:
• Home and Garden (2.3 hours per average)
• Travel (2.1 hours)
• Beauty (1.3)
• Clothing (1.2)
• Today, a whopping 50% of all purchases are influenced by some online marketing — 76% of all purchases made online, and 35% of those made offline.
• Almost one out of 10 purchasers is now seeking user-generated content — consumer review or ratings sites, blogs, discussion boards, IM, chat rooms, social networking sites — and this sort of word-of-digital-mouth is strongly influencing their decisions.

Bottom line lessons, as we at NOISE see them and would counsel them?

1. If you're in a business that sells online (or can), you better have your website in top order.
2. A website in top order still won't perform without strong Search Engine Optimization (on the front and back ends), and a savvy web- and e-marketing program.
3. Get on the bus and get your marketing involved in the digital buzz world of user-generated content.

SOURCE: NOISE, Marketing Management
BY: John Sprecher

THE AGENCY BIZ: Trendspotting Trendy?

For the past year, plus a half, we your branding prophets at NOISE Inc. have kept our eyes and ears open wide — looking and listening — for great innovations and technology that we can leverage to advance our clients’ missions and business. Innovate or die — right?

It seems as our enlightened effort, brought to you in the form of NOISE Trendspottings, is rather trendsetting. In a recent article in PRWeek, “Trendspotting keeps firms ahead of the pack,” the publication proclaims the importance of these efforts, offering these points.

• While staying on top of trends is vital for a consumer practice, trendspotting should be an agency-wide activity. (check!)
• Editors, bloggers and other influencers should be tapped for their emerging-trend observations. (check!)
• In-house research teams or outside consultancies can be assets in identifying and analyzing trends. (sounds kind of expensive...)

While NOISE doesn’t have a defined in-house research team, we enable each staff member to point out trends and offer insight in their area of expertise from creative to public relations, web development to media buying, account leadership to brand evolution.

At NOISE, each of us is hunting for trends and keeping our fingers on the proverbial pulse. As a differentiator though, we are also working to create and evolve our NOISE philosophies for our work. While it’s important to see what’s going on in the market — it’s even more significant if we are driving trends, pushing the envelope and evolving NOISE, thereby evolving how we create and deliver campaigns, creative design and progressive PR formulas for our partner clients.

When we’re “in the know,” we can keep our clients there too.

We’ll keep our eyes peeled and ears open...and keep you posted.

SOURCE: NOISE, PRWeek
BY: Al Krueger, PR Director

GUT CHECK: How are you making your decisions?

In a recent Fast Company article Rob Walker notes, “Our heroes may crunch the numbers, but we like them to play their hunches.” As well as, “From Captain Kirk to Indiana Jones to Rambo to Tony Soprano to the hero in every Western (movie) ever made, we’re drawn to the character who follows a hunch and wins.”

Interesting. From a guy (me) who has relied on his gut in many circumstances after trudging through data, statistics, spreadsheets and other research, it’s nice to see some recognition for the good ol’ gut.

Considering the sterility of some data and research — there are situations when no matter how great the research or hard you try otherwise, you have to look inside to that special internal compass to point you in the right direction. In the end, statistics and data can only gauge the goings-on of the past — they cannot foretell the future.

Walker also points out that the “most widely celebrated heroes of capitalism are the Steve Jobs, Richard Branson, or Mark Cuban types — the ones who scorn what the focus groups and gurus say and follow their superior instincts.”

With this validation in hand, let’s all take some pride in our instincts. Believe in what you are doing and go for it. Don’t let naysayers hold a brother down. If you believe what you are doing is true — nothing else matters and no one can take that away from you.

In PR, branding, advertising and marketing, the difference between winning and losing can come down to the individual willing to believe in their instincts.

Believe in You.

SOURCE: NOISE, Fast Company
BY: Al Krueger, PR Director

INTERNET: What's Up With Web 2.0 and What You Can Do.

Are you up on Web 2.0? And is your website?

For all the buzz about Web 2.0, the bottom line definition is essentially this: Web 2.0 speaks to the trend of user generated content, such as social networking, review sites, blogs and other devices that involve and encourage user experiences.

While this advice comes from hospitality.net, we at NOISE think these tips on Web 2.0 pretty much apply to most marketers. So as you plan for 2008, consider the importance of your website and web marketing, and ask yourself (or your marketing/branding team) these questions:

1. Do we have a strategy for our online presence? If not, start now to develop goals, strategies, tactics and means of measuring your visitor interaction.
2. How content-rich is our website? Do we pack lots of valuable info into the briefest space? And is it search engine optimized to meet our audiences primary keyword search criteria? The more you load your website with keywords and content that your audience seeks, the higher your SER (search engine rank).
3. Do you have an interactive user blog? If so, do you monitor it? If there are negative comments, do you respond? If the answer is "no" to any of these questions, plan now to change that to "yes.

There are many more strategies and tactics you, your team and your savvy web marketing partner can device and execute, but here's your takeaway: day by day, the world becomes more and more internet driven and dependent; how you hop on the bus now will have a direct impact, positively or negatively, on how you'll fare down the road.

SOURCE: NOISE, hospitality.net
REPORTER: John Sprecher

MEDIA BUYING: Today's News More Than Ever Becoming Yesterday's News.

For Mark Twain and an erroneous telegram, news of his death "was greatly exaggerated." Unfortunately for America's newspapers, the many reports of this medium's slow demise can't claim the same.

So along comes another media fragmentation poll, this one by Harris Interactive in May, 2007. Here, in a survey of 9,000 adults, Harris Interactive found that more than 50% of all Americans don't read newspapers because they have no time, while another 25% report that they now turn online for their news fix. If our math is correct, that leaves only one out of every four adults with their nose in the news over breakfast.

Bottom line? Newspapers may still have a role in building a brand, but that role — like their audience — is diminishing.

SOURCE: NOISE, Marketing Management
Reporter: John Sprecher

HEALTH CARE: How Patients Are Following the Doctor's Ads and Advice.

Health care professionals who pooh-pooh the power of advertising might want to get a second opinion.

This one comes from Professional Research Consultants. According to their 2006 National Consumer Perception Study, a total of 57.2% of all consumers nationwide have recently seen or heard an advertisement for a local hospital — the highest level of awareness since 1997. Among the study, the highest recall was for television (51.2%), with other traditional media such as newspaper (18.9%) and direct mail (5.4%) trailing significantly.

A few other findings indicate that recall differs by demographics, too. When studying household income, the highest awareness (68.4%) was among those who earn $50,000-$74,999 annually, while the lowest group earned less than $25,000 each year. And by age, the highest awareness (63.2%) was among those 55-64 years old, and the lowest (51.6%) among 35-44 year olds.

Interpretation? Here's how we see it at NOISE:

1. Health care advertising spending is higher, delivering higher awareness.
2. Health care ad effectiveness is better (more effective messaging), delivering higher awareness.
3. Television remains the most powerful messaging medium.
4. Health care purchases are more apt to be made by those of higher incomes (not surprising).
5. Interest in health care purchases are most apt by later-aged Baby Boomers (not surprising).

The study's weakness is that it failed to report on the messaging impact of internet which, as we all know, is quickly becoming a preferred tool of information gathering among all consumers.

SOURCE: HealthCare Marketing Report, NOISE
REPORTER: John Sprecher

BRANDING: Could You Use a Brandoscopy?

Although this article from the August, 2007 edition of Healthcare Marketing Report addresses, of course, the health care industry, we think its summation of branding is pretty right on for just about everybody. Here it is:

"It takes an entire organization to define and deliver any brand. Many companies forget this important concept. It's not just the advertising, the packaging or the hype. It's the performance of the product or service" as defined by experience.

We agree and we would add, your brand is only as real as the experience of the last customer who entered your store, or telephoned a customer service representative, or emailed your contact, or tried to park in your lot, or attempted a service call, or returned a product, or countless other touch points along the way from prospect to loyal consumer. Your brand's final delivery, integrity and takeaway is in the hands of your managers and, even more, your front-line employees.

Are they on board with your brand? Do they know what your brand stands for in its simplest terms? If asked on the spot, could they articulate five qualities you want your brand to convey?

If so, great. If not, bad. If you're interested, click here. We'll be happy to challenge you, and measure your score, with NOISE's exclusive, copyrighted Brandoscopy, a 10-part interactive questionnaire that evaluates your organization and personnel on your overall Brand Integrity.

SOURCE: Healthcare Marketing Report, NOISE
Reporter: John Sprecher

HOSPITALITY: Green Equals Green.

As we all know, the new hot color is green. It's good for the planet. Good for people. Good for the psyche. And very good for profits.

The travel and tourism industry is no different and, in some ways, is leading the way — led by some very big names. To the end, the Hospitality Sales and Marketing Association has dedicated its Summer, 2007 issue of Marketing Review magazine to "Going Green." And we think it's worthwhile, profitable and must reading for everyone who makes a buck in the business.

According to the cover story, "the trifecta of sustainability explains why boutique hotels to big guns are going green. Forward-thinking hospitality executives are investing in maintenance makeovers, system overhauls and new green-from-the-ground-up construction. They're choosing renewable materials and earth-friendly supplies, energy efficient technologies and management practices that reduce environmental impact."

The article goes on to detail best practices of industry green leaders such as Fairmont Hotels, provides a handy sample resource list for "resourceful" hospitality firms, provides insight and information on green vendor-partners and profiles success stories. And yes, much more.

NOISE is an advocate of green initiatives and a financial supporter of stopglobalwarming.org. For a copy of this valuable, HSMAI-members-only article, contact me at johns@make-noise.com with "Going Green" in the subject line.

SOURCE: HSMAI Marketing Review, NOISE
Byline: John Sprecher

PUBLIC RELATIONS: A Media Revolution?

A recent PRWeek article explored the realities facing the newspaper industry as it struggles to reach the 18- to 34-year-old demographic. This isn’t a new topic, because a large number of media outlets have seen their profitability fade and are working very hard to connect with this group for the first time. This demographic is mission critical for the continuation of credible news outlets.

One of the key markers noted is the AP decision to shut down its youth-focused multimedia news service “asap.” This has probably served as a reality check for the industry as a whole. If one of the strongest and most respected news outlets in the world is struggling with this demo - who won’t?

Potentially putting another nail in its coffin is the matter that journalism students (the industry’s future) aren’t reading newspapers themselves. Judy Miller, assistant journo prof at USC’s Annenberg School of Communications, says better than 50 percent of her journo-major students don’t read the newspaper regularly “unless we require it of them,” which she says they do.

So, how will the media reach a group of people who are not going to subscribe to newspapers or watch the six o’clock evening news? Well, that’s not really my question to answer, but it creates a great opportunity for a revolution in the news media and smaller news outlets. Competition is good and the strong (and smart) will succeed.

It’s an exciting and interesting time for PR practitioners as well. We have to push ourselves every day to figure out how to propel our clients’ brands and communicate important messages most effectively today and tomorrow. The best of us will adapt and evolve as we always have.

In short, the future is focused (media, PR and business) and maybe even hyper-focused. Companies will need to figure out what they do best and makes them different and do everything they can to be the best. The media will need to do the same. Mavericks succeed every day. If businesses don’t focus, they’re going to lose a lot of money trying to be everything to everybody. Look how much McDonald’s spends versus IN-N-OUT BURGER. When this occurs, PR and messaging will be more focused as well. Truthfully, this should be happening today.

To stay ahead of the curve at NOISE, we're always thinking like journalists to develop great, newsworthy and relevant stories (we are storytellers) to share with our friends in the media, while infusing strategic branding philosophy and positioning. We’re all standing at an exciting point and I, for one, can’t wait to see what comes next.

Thanks for reading!

SOURCE: NOISE, PRWeek
BY: Al Krueger, Director of PR

ADVERTISING: Fast Forward: TV Ads Versus TiVo

The holy grail of advertising has always been trying to find exactly what customers are looking for, when they are looking for it and when they are most likely to convert into buyers. In the television commercial sector specifically, new and innovative ways to deliver your message and make sure it's delivered are more critical than ever. NBC's research has a new twist: It measures customer engagement to commercial advertisements viewed in fast-forward mode.

With more folks in the U.S. using TiVo and other digital video recorders that allow fast-forwarding through commercials, TV networks are losing ad dollars to advertisers that don't want to pay for viewers that zap right through commercials. The argument, according to The Peacock, is If viewers have some kind of meaningful engagement to the commercial, even when fast-forwarded, then advertisers retain the ability to connect their brand with consumers. In other words, even when zapped, commercials have value.

Did we just say that? Do we believe that? What kind of meaningful engagement can a person have to a message when viewing it at 4X, 8X or 20X its actual duration? Or is this mere, more smoke and mirrors from a medium — network broadcasters — losing more and more of the ad dollar pie? Stay tuned.

Source: www.bloggingstocks.com, NOISE
Reporter: Kimberley Parker, Account Leader

INTERNET: It Takes a Community to Raise a Brand.

Is your company and/or brand prime and ripe for the benefits a web community can bring?

For those who aren't aware, a web community is a carefully selected group of consumers who agree to participate in ongoing online dialogue with a corporation. All interaction takes place on a custom-designed website. During the life of the community — which can last from six months to a year — members respond to questions posed by the company on a regular basis. These "discussions" (which can take place as qualitative dialogues or even quantitative surveys) are augmented by the ability of the members to talk about any other subject of interest to them. The benefits of web communities to its sponsors are:

1. They engage customers in a space where they're comfortable, allowing them interaction with the company on a deeper level.

2. They uncover "exciters" and "eureka moments," resulting in customer-derived innovations.

3. They establish brand advocates who are emotionally invested in the company.

4. They offer real-time results, enabling customers to explore ideas that normal time constraints would prohibit.

5. They create a forum where natural dialogue allows customers to initiate topics important to them.

Web communities can provide an outstanding alternative to traditional market research that can consumer time and money an organization may not have to devote to a product, service or area. Additionally, web communities can represent a constant "stream of consciousness" from the consumer, illuminating ways the company can make improvements, enhance offerings or even introduce new products or services.

For a complete read of this fascinating article and how it might apply to your organization, contact us here at NOISE or go to Quirk's Marketing Research Review.

Source: Quirk's Marketing Research Review, NOISE

ADVERTISING: What Today's Ad Should Be — and Shouldn't Be.

Ad people talking about advertising can be so much, well, hype. But research people talking about advertising and doing so in a way that makes sense? Well, that's when we should all listen.

According to a recent article by J. Walker Smith, president of the Yankelovich Partners research, what today's advertising should be ain't what it used to be — and we all better be aware of it. Smith notes the following very important points:

1. Great advertising is great, simple storytelling. It's a story that we want to share with others, and it's a story that advertisers must tell more than one way (literally and figuratively). New media should be actively involved in the telling of the story; and when you connect with your audience on these multiple levels, that's where great advertising accelerates, as consumers retell your brand's story to others.

2. Great advertising must get into the conversation. It's not good enough to deliver a message. It's not good enough to simply purchase time or space. We must reward the consumer's investment of time and attention. When we do so, they'll talk it up.

3. Great advertising narrowcasts to its audience. Here's another not: it's not about being everywhere anymore. Rather, Smith argues, it's about being discussed by everyone in your target audience, which means that relevance is the better measure of a media buy's efficiency, not exposure.

4. Great advertising is about the experience of it. This may be one of the hardest concepts for advertisers to accept, but Smith passionately argues that the true measure of great advertising is in its enjoyment, not its specific recall. That means advertising that somehow rewards its viewer — with a chuckle, a nice feeling, an aha! moment — will be most effective, and should be the goal of your messaging.

As Smith concludes (and as we at Trendspottings agree): "The meaning of a brand is in the dialogue about it, not in the text of an ad. Persuasiveness comes as much from the manner in which a story is told, versus the logic of it. Entertainment in advertising has always been important, but today it's paramount because — with new media, and so many media options — our attention is no longer a lock. We'll hang around to participate only if the experience is worth it."

SOURCE: Marketing Management, NOISE

INTERNET MARKETING: Home Is Where the High Speed Is, Too.

There's a perception among some marketers that home-based online experiences remain dominated by slow-speed dial-up subscribers.

Let's just call that for what it is: a misconception and potential major marketing mistake.

According to Neilsen/Net Ratings, more than 75% of Americans who access the web at home now do so via broadband connectivity. In addition, these speedsters visit twice as many pages as slower-connected users do.

Quick takeaway? Don't shortchange your website's design or technological approach (i.e., flash and other image-building elements) because you assume the majority of your audience can't load your pages quickly enough. They can. And they will.

SOURCE: Marketing Management, NOISE

MARKETING: Customer Reviews — a Blessing or a Curse?

Communicating to key consumers and gaining their trust and loyalty can be a tough game. Traditionally, messages in this venue have been a one-way street with the brand pitching why their product is wonderful. In our “always on” and “information demand” world of today, a one-way street may not be enough. As a recent Adweek article notes, consumers want more details before they make a purchase and are open to look to their peers for insight.

However, this process can be made even trickier if the brand opens this communication to a two-way street by offering customers a chance to post product reviews online. The flipside in this equation, though, is that open consumer interaction can increase sales, satisfaction and loyalty.

Allowing consumers to express their concerns or praise for a product, consumers feel more engaged and connected. Also, prospective customers want to know what their peers think. For the second year in a row, a 2007 survey, noted that over half of the people in the U.S. said they trust peers – or a person like me – f or information more than experts or doctors. A separate 2007 survey showed that 40% of shoppers who purchase from a site with reviews made that purchase because of the reviews. It has also been shown that reviews enable consumers to purchase a higher end product because of concerns with a lower-level product.

As with any form of marketing and advertising, taking advantage of a good thing can be tricky. If brands over manage reviews and only allow positive or glowing posts, consumers will not fully trust the reviews and will search out dirt elsewhere. So, it is beneficial to let consumers see the bad with the good. Also, these review are a good way for brands to address product issues – a wise brand will contact the consumer and offer resolution and help. Brands should also funnel negative reviews to product managers so they may address issues in design or manufacturing.

Harnessing consumer reviews can be incredibly beneficial and offer increased sales and loyalty and improved products. This element can be considered an evolution in Word of Mouth or peer-to-peer marketing, which is incredibly powerful. But, with all things in business, it takes care and trust to allow it to work just right.

Source: Adweek, NOISE
By: Al Krueger, Director of PR, NOISE Branding

BUDGETING: Rules of Thumb for Industries.

Wondering how to budget against percentage of sales? It's a question almost everybody asks. Now from Schonfeld & Associates comes the annual Advertising Ratios & Budgets, which details more than 5,000 companies and 300 industries. In it you'll find historical 2006 ad budgets, 2007 ad-to-sales and ad-to-gross-margin ratios, plus '07 and '08 forecasts and growth rates. It's a great tool to track competition and justify budgeting. For more information, visit www.saibooks.com (for a sample look at industries, just click on the image above).

SOURCE: NOISE

MARKETING: Biz-to-Biz Budgets Are Booming Again.

After a relatively flat couple of years, advertising and promotional budgets among business-to-business marketers are on the rise again. According to a recent study by eMarketer, business-to-business media spending in the US has increased an average of 6% per year since 2005, and is projected to continue at that pace through 2010. Specifically fueling this growth is online ad spending, which has increased approximately 25% annually over the same period, giving more traditional media a real run for the money. Projections are that online media spending will also increase roughly 20% each year through 2010.

Source: Marketing Management, eMarketer, NOISE

MARKETING: Almost the Oldest Trick in the Book — Word-of-Mouth Advertising.

With all the talk about online media and other technology-based advertising techniques and theories, it’s easy to lose sight of the fact that one of the most powerful (and cheapest) ways to promote your product or service is through customers saying nice things about you to others.

According to a study by Lucid Marketing (“U.S. Adults: Word of Mouth Communications”), women are more likely than men to share a positive experience with a business or recommend a great product; full-time employees made substantially more daily contacts than those not in the workplace; and people with incomes over $100,000 were more likely to make recommendations than those earning less.

Put those findings together and the audience you most want to reach as a potential conveyors of good impressions is: Female, employed, with household earnings of $100,000 or more. Of course, the salient point here is that when you provide a great service or make a great product, your customers have great things to say about you. And that kind of advertising is priceless — in more ways than one.

Source: Entrepreneur.com, NOISE, Inc.

CLIENT-AGENCY RELATIONS: Caring is the Key

In a recent PRWeek OP-ED column, Tony Signore opined on the important trend and role “caring” plays in cultivating deeper, more meaningful client-agency relationships.

To his point, we enjoy working with clients who take this type of relationship seriously and look for a truly collaborative partnership. It’s important for current and potential clients to get the opportunity see beyond our frontline agency services (although we strive to provide brilliant work in this area) and into the personality, rhythm, culture and soul of our agency. In this way, openness creates – partnership and partnership creates – amplified success.

Signore’s article offers some validation for the core values that we hold in our DNA – but we work everyday to prove our worth to each client through service, attentiveness, listening, counsel, passion, delivering great work and results by truly caring. We think of our clients’ business and care for it as our own business and it shows in our work and ultimately earns trust.

The use of Lincoln’s quote “People won’t care how much you know, until they know how much you care” is so very, very appropriate.

Source: PRWeek, NOISE, Inc.

BRANDING: The Most Dangerous Position.

What's the most dangerous (and therefore, potentially the most important) job in business today? According to a new article in Fast Company, it's the Chief Marketing Officer position. As the author writes, the most successful marketing chiefs are "shape shifting beasts who grasp not only advertising and promotions, but also public relations, IT, finance, manufacturing, customer service and branding across global markets."

We couldn't agree more. And just the same, the successful CMO needs to surround her- or himself with either an agency or a short list of partners who are equally adept at filling not just one or two, but the myriad communications delivery points that touch today's consumer up and down the awareness>preference>purchase>sataisfaction exercise.

Plus this final point: CMOs, trust your communications partners by sharing not just crumbs, but all of the data that they need to understand your sales and profit pictures. It'll make them more informed and better stakeholders in your success.

SOURCE: Fast Company, NOISE

DIRECT MARKETING: Geomapping From Your Computer

A new service from directmail.com makes pulling highly specific direct marketing lists as easy as drawing on a digital map.

The service is called GeoSelector. Users can enter either a street address or longitude and latitude coordinates to reveal a traditional street map or four-color satellite imagery of the area (see accompanying satellite view of the White House, which feels a touch clandestine just having open access to this data). Then, by utilizing simple zoom buttons and outlining your geographic needs by horizontal, vertical or radius parameters, users can define the geography required and get an immediate household count. A variety of additional demographic definers, including age, gender, income, education, marital status, ethnicity and dwelling type, can also be dialed in.

The net result is an extremely user-friendly way to gather highly targeted, highly specific mail lists that are ideal for a variety of industries (real estate, retail, banking, food service and others) who understand that their core audience is within a given distance.

Interested in test driving GeoSelector yourself? Just click on our headline.

Source: directmail.com, NOISE

MARKETING: Online Shoppers Embrace Price, Rewards

What's the best way to acquire and retain a customer — particularly an online consumer?

Hook 'em with price. And keep 'em coming back with loyalty and rewards programs.

That's the word via a new study by DoubleClick Performics and the Etailing Group. Their study of online consumers found the following very important marketing considerations.

1. Price is the major determining factor for online consumers, followed by good value and superior service.

2. Nearly 70% of online consumers eagerly embrace, and are already members of, some kind of loyalty or rewards program. For 55% of them, a company that offers a loyalty or reward program will be more attractive than one that doesn't.

3. When shopping for a readily available product, seven out of 10 consumers will monitor shop, or view multiple websites, for the best price-value relationship.

4. If you have product to ship, offer free shipping: it remains the number one attraction and motivator for online consumers.

Lesson? Regardless of your industry, if you have e-commerce to conduct, there are a number of simple, easy, effective rules to follow to attract and retain your valuable buying audience.

SOURCE: MediaBuyerPlanner, NOISE

ONLINE: Meet the New Idiot Box.

Among the many ignoble monikers that television has endured over the years is "idiot box." Well, it appears the computer may soon be jostling for this low-and-mighty position. According to eMarketer, the estimated number of online US viewers is expected to increase almost 30% in the next three years, to 157 million people by 2010. Clearly, advertisers and their agencies will need to account for the growth of this medium when developing strategic media plans.

That's it. Gotta run. There's a program on my computer I've gotta catch.

Source: Marketing Management, NOISE

INTERNET MARKETING: Improving Your Clickthroughs.

Are there ways to improve the effectiveness of your e-marketing? Some new research from Silverpop Systems suggests, yes. Here are some excellent tips based on a recent study:

1. PUT YOUR NAME IN THE SUBJECT LINE. This simple suggestion can increase up rates up to 12%.
2. IMBED TEXT-STYLE LINKS. A text link, versus an image link, averages nearly 3% better.
3. NAVIGATION BARS. If you include navigation bars in your eblasts, note that business-to-consumer scores better on the left, while business-to-business navigation bars generate better response when at the top.
4. FORMAT. Again, there are differences. Business-to-consumer e-blasts perform better in a newsletter format, while business-to-business messages deliver higher clickthroughs as postcards.
5. LINKS. The study also showed that the magic number of links for high click rates appears between six and 10; any more begins to detract from results.

Source: Marketing Management, NOISE

ADVERTISING: The Leap From 30 Seconds to 22 Minutes.

Over the years, there are numerous examples of advertising campaigns so connective, they've entered mainstream American culture.

Kleenex and Xerox are brand names that many folks have used, or still use, as a noun or verb. Expressions such as "I can't believe I ate the whole thing" or "it's Miller time" or countless others become part of everyday conversation. But it isn't often — in fact, this is really the first time — that the potential exists for a 30-second commercial to make the leap to a 22-minute prime time sitcom.

Introducing "Cavemen," or another name to be determined, if ABC programming executives follow through and actually air the pilot that they've ordered of the famous and incredibly cool Geico Neanderthals (in this case, three of 'em) struggling to make it through another day of civilization in Atlanta (isn't that something of an oxymoron itself?).

Will it happen? Who knows? Will it be successful? Who cares, really? The bottom line for the parent insurance company is that since 2004 when the Cavemen first appeared, Geico market share in a very competitive industry has increased almost 30%, which suggests that something's clicking and working.

Congratulations to the Martin Agency and Geico Insurance. Stay tuned, so to speak.

Source: Newsweek, Wall Street Journal, Others, NOISE

INTERNET MARKETING: TV Online Outperforms TV Offline.

Maybe we should add another criterion to the reach and frequency goals of television advertising. Like impact.

Because if impact were in fact measured, it now appears that TV commercials presented online perform far better with viewers than the medium for which they were created. Here's the skinny from Millward Brown research of more than 3,000 viewers that studied a network program on the competing platforms of television viewing and internet viewing:

1. Compared to traditional television, web spots increased attention by 53%.
2. Compared to tradtiional television, web spots increased awareness by 52%.
3. Compared to traditional television, web spots increased consideration by 27%.
4. Compared to traditional television, web spots increased favorability by 26%.
5. Prompted recall of brand advertising was 400% higher for web spots.

While all this should encourage every marketer to upload their TV to their website and integrate it all of their e-marketing, the downside to webmercials is the significantly smaller audience they deliver.

In other words, reach and frequency.

SOURCE: Adweek, NOISE

PUBLIC RELATIONS: When Is Good Buzz Bad?

This past Super Bowl brought us what industry experts have called one of the least-memorable litany of high-stakes messages in years. That doesn't mean, however, that people weren't talking.

As you may already know, three campaigns — two that debuted during the Super Bowl and one shortly thereafter — have cause a firestorm of buzz. And most of it's been bad.

One is the now well-known chest-hair-pulling spot for Snickers, in which two manly men doing manly things wind up sharing a Snickers bar, and an unintentional kiss — then resort to great (albeit short) lengths to reinforce their manliness. The spot was quickly pulled after gay and lesbian protest.

Another spot, this for GM that featured a depressed manufacturing robot jumping off a bridge, was re-edited after it received extreme criticism from the American Foundation for Suicide Prevention.

Even uber-hot Crispin Porter + Bogusky felt the heat in the kitchen after resurrecting, in a very creepy way, the late Orville Redenbacher (some blogs have taken to referring to him as "Deadenbacher").

So the question is: is bad buzz really better than no buzz at all?

Our answer: not when the buzz spins negatively vis-a-vis the brand's perceived core personality characteristics (i.e. sympathetic, understanding, sophisticated, intelligent, cool, etc.). After all, it's one thing to be outrageous or silly or daring or even (in the right situation) stupid. It's another to be rude, unfeeling or disrespectful.

Source: Boards, NOISE

TRAVEL & TOURISM: What's Hot in Florida.

Two significant trends will influence Florida tourism in 2007: Travelers want "bragging rights" about a unique vacation experience, and they love to compare notes with each other over the internet.

Specially-crafted consumer experience are one of these key elements. Destinations, attractions and accommodations need to take a new look at what they are and what they have to offer — then stand on their heads and think upside down how to newly package and market those experiences.

In a similar vein, these same marketers need to make it simple and easy for consumers to talk about their experiences online, and share their experiences with others. So beyond packaging and marketing, seek opportunities to let your customers be your advocates -- on your website and elsewhere. And provide them incentive to do so.

Other trends to watch for:

1. More in-state Florida tourists will be taking three-day vacations.
2. More gender-based vacations will be the norm, such as spa weekends for women and golf weekends for men.
3. Visitors will seek off-the-beaten-path experiences, yet
4. They'll also seek vacation experiences that reflect "what the locals do."

Be creative. Be smart. Be proactive. And be successful in 2007!

SOURCE: Florida Trend Magazine, NOISE

CORPORATE ETHICS: Change For His Dollar.

Here's to Whole Foods Market founder John Mackey's recent (November 2006) announcement to the WFM nation of his intention, effective January 1, 2007, to draw only $1 per year in compensation.

According to Mackey, "the tremendous success of Whole Foods Market has provided me with far more money than I ever dreamed I'd have and far more than is necessary for either my financial security or personal happiness. I have reached a place in my life where I no longer want to work for money, but simply for the joy of work itself and to better answer the call to service that I feel so clearly in my heart. Our intention is to donate all of (my) future stock options to our two company foundations."

Today, buzzwords like "green marketing" and "cause marketing" are thrown into more and more marketing dialogue and brand positioning — with the intent, of course, to manipulate public sentiment by doing good. We applaud the apparent genuine intentions of Mr. Mackey to let his actions speak just as loudly as his words, in defining the soul of Whole Foods Market.

May we all do good with what we've been given.

SOURCE: Fast Company, NOISE

TRAVEL & TOURISM: How (Web) Word of Mouth Is the Best Form of Advertising.

The trends are all over travel and tourism: more than ever, the internet drives the bus when it comes to personal travel planning.

But what really motivates and influences today's internet travel planner? It's not just pretty websites or multi-star ratings, but just as much word-of-mouth recommendations that help determine one's final destination.

According to a recent study by research firm Guideline, both "standard vacationers" (those spending less than $2,000) and "luxury vacationers" (spending more than $2,000) are highly influenced by:

1. Reviews by other travelers. 35% of luxury travelers and 34% of standard travelers feel this is most influential.

2. Articles about the destination. 34% of luxury travelers seek editorial regarding their destination, as do 25% of standard travelers.

3. Photos or slideshows of the destination. Another important element according to one of four luxury travelers, and one of three standard travelers.

Lessons? If you're seeking to influence your travel and tourism audience, be sure to include personal and editorial commentary of your destination in their search.

SOURCE: Marketing Management, NOISE