WEB MARKETING: Don't Be Afraid To Go Backwards.

The rule in web marketing (maybe all marketing?) seems to be: newer is better. But that isn't always the case, and in some cases, old technology can be better technology.

That was the situation a NOISE client was faced with recently when reviewing the performance of a web-based provider of transaction services. The provider had upgraded their original product to a second version, which incorporated a number of bells and whistles. Most of the bells and whistles were aesthetic, which it was argued would indirectly add to sales closure rates, while a few programing trinkets actually created opportunities for new revenue.

However, Version 2.0 also made it much more difficult for the consumer to a) quickly and easily identify value-added discounts that would encourage upselling and additional spending and b) simply complete their transactions.

As a result, upon significant review with sales departments, marketing departments and NOISE, the client chose to go technologically backwards — to the simpler, cleaner, easier-to-upsell portal.

Fewer bells? Yes. Fewer whistles? Yes. More upselling and more satisfied customers? It appears so.

The lesson? Don't be bound to use new technology just because it's there — and don't be afraid to step backwards, when in fact it means moving your organization forward.

Source: NOISE
Reported by: John Sprecher

BRANDING: The Power of the Short Story.

With so much talk about branding today, NOISE would like to put in a plug for very little branding talk. No more than, say, two minutes.

At NOISE, two minutes is roughly how long (and not much longer) we believe it should take for you to articulate your brand story. If you're not familiar with the concept of the brand story, you should be. At NOISE, the brand story:

• Is your narrative heart and soul.
  
• Is all fact and no fiction, part prose and part poetry, who you are and what you are and why you are.
  
• Is written to be used both textually and orally.
  
• Is as powerful as text-only, as it is with pictures and music.
  
• Has a beginning, middle and end, and — in the end — it clearly defines for everyone, from your employees to your consumers, what your brand promises and what will be delivered when interacting with your brand.
  
• Is simple, complex, fact-filled, goal-driven, multi-dimensional, powerful, emotional and persuasive.
• Is the Kool-Aid® from which everyone in your organization should drink from and refresh with every day.
• Is the launch point and measuring stick for all of your marketing and communications.
• Is you.
  

Do you have a brand story? If so, could any member of your organization articulate it? Does it meet the criteria above? Can you tell it to me in two minutes or less?

It's true that every brand has a story. It's also true that some brands are better than others at telling theirs. If your brand has a case of writer's block, contact NOISE. We're expert at the fine art of brand storytelling. Just ask our many successful clients. Just look at our results and, for whatever they're worth, our awards. The end.

Source: NOISE
Reported by: John Sprecher

ADVERTISING: The Demise of Creative?

Those of us (like NOISE) who believe (and know) that creative advertising can be effective advertising, find the concept of the "embedded product plug" somewhat distasteful and distinctly old school — you know, like classically bad Geritol commercials in the middle of some grainy 50s black and white variety show.

But as digital video recording becomes a staple in more television-viewing households, the fact is, according to Adweek, that formerly-coveted commercial times are being fast forwarded through in favor of content. In recent years, product placement (read: Paula Abdul sipping something out of her Coke glass or Jack Bauer taking no prisoners in his Ford Escort) has been utilized in all ways, and in all kinds of different programming. Now, however, advertisers are taking it a step further (cue the ominous music).

Embedded product plugs, reminiscent of those from early radio broadcasts touting their sponsor, are emerging as a new trend in live and live-to-tape television programs such as afternoon talk shows and late night programming. Jimmy Kimmel Live!, Late Night With Conan O’Brian, The Ellen DeGeneres Show and The Tonight Show with Jay Leno have all featured live commercials. In these live spots, one of the show’s personalities is typically featured in a skit using or promoting the product by name. Advertisers have found that live commercials score better, touting increased customer recognition of the brand, especially when followed with a traditional spot.

While live commercials fell out of favor with late night programs in the 1970s due to multiple sponsorships, embedded product plugs may be on the way back. Those of us who appreciate the value of the well-crafted advertising message can only shudder. Oh, and just for giggles, here's one of those well-crafted messages of yore.

SOURCE: Adweek, NOISE
Reported by: Lori Sansoucie, PR Director and John Sprecher

SOCIAL MARKETING: Is There Any Group More Social Than Teens?

Ah, the teenage years. Puberty. Angst. Zits. And not only do teens adamantly tune out their parents, they tune out traditional or conventional marketing. Whatever can we do to effectively reach and market to this persnickety audience?

Well, according to PR Week, more brands than ever are jumping on the social marketing bandwagon. Marketers have found that aligning with causes that teens are interested in and passionate about is key to a successful campaign. Popular tactics include using teen-targeted celebrities, promoting via television and in-school programming, word-of-mouth and social networking sites such as Facebook, MySpace, YouTube and mobile text messaging.

Teen brand Aéropostale recently engaged its consumers by asking them to get involved in a cause for teen homelessness by donating pairs of jeans. Victoria’s Secret Pink brand hosts an annual "Pajama Party" (pillow fights anyone?) that coincides with the back-to-school season. The event features performances by popular singers and the option to shop for products in advance of release to retail.

Bottom line: Teen brands don’t rely on any one vehicle to carry their message because teens don’t absorb media in one continuous spot. Which in an ironic way, makes teens sound like every other audience today.

SOURCE: PRWeek, NOISE
Reported by: Lori Sansoucie, PR Director and Krista Schmidt, PR Associate