Archive for August, 2010

The extreme rebrand of the humble baby carrot

Posted by Lori Luechtefeld on August 31st, 2010 at 6:57 pm

Don't tell me that not all products lend themselves to splashy digital campaigns. If baby carrots can do it, anything can.
The simple concept behind the Crispin Porter carrot campaign is brilliant: "Baby carrots: Eat 'em like junk food." The slogan comes along with a packaging redesign that makes baby carrots look more like a bag of chips or other snack food. From the perspective of someone who is eating a bag of baby carrots as she writes this (but would rather be eating the Kettle chips that are only 15 feet away), disguising my healthy snack as something greasier is a strangely appealing concept.
And now, this clever concept is going digital. The campaign now includes an over-the-top website that represents a tongue-in-cheek mockery of more "extreme" snacks. In addition, Creativity Online reports that the carrot industry is rolling out an iPhone app. (The website promises it to be "the world's first carrot-crunch-powered video game." For whatever that's worth.) In addition, this fall, the campaign will launch a YouTube series, "The Late Shift w/ Chip & Abdul." Now, I can't imagine what exactly a YouTube series sponsored by carrots will look like. But I must say I'm intrigued.

Stay informed. For more... Read more

Does social media belong in PR or marketing divisions?

Posted by Ben Cathers on August 31st, 2010 at 6:40 pm

Time to stir up another social media debate -  does social media belong in a marketing or PR division? Or both? Or neither?
The answer, just like the answer to many social media questions, is “it depends.”
Social Media should belong in the marketing division if the purposes of your social media activities include the following:
*To increase sales
*To increase traffic to your website
*To increase exposure to your brand
*To increase conversation about the brand
*To launch new products
*To receive feedback and ideas for product or business development
*To establish relationships and connections with potential customers who become your fans or followers
*To be fully integrated with all marketing programs and initiatives (always mentioning your facebook/twitter accounts on your advertising and marketing material)
Social Media should belong in the pr/corporate communication division if the purposes of your social media activities include the following:
*To post the latest company news and articles
*To act as an official source of company information
*To act as a “quick response” to any immediate rumors/news about the company or brand
*To facilitate new relationships with bloggers and members of the media
*To monitor buzz and insights about the company
*To post new job opportunities with the company
And what happens if you are doing none of these... Read more

The Learn Phase: HTML5: The Geekening, Recasting Agile and a Content Strategy Toolkit

Posted by Adam Kleinberg on August 31st, 2010 at 5:22 pm

Every month or so at Traction, we host The Learn Phase, a four hour session of shared ideas, debate, conversation and pizza. It's named after the first phase of our process, "Learn," because that's what we hope to accomplish.
We created a SlideShare channel so you could learn too. Enjoy!
The Learn Phase: HTML5. The Geekening.
The Learn Phase: Recasting the Agile Manifesto
The Learn Phase: A Content Strategy Toolkit

View more presentations from Adam.

4 Social Media Lessons from Jerry Lewis

Posted by Daniel Flamberg on August 31st, 2010 at 4:55 pm

Along with the French, I love Jerry Lewis.  Not only because he’s an incredible comic but because he is the original social media marketer who’s 44 year run has a lot to teach us. Consider these 4 valuable lessons.
Create Own-able, Original Content. The schmaltz, the cheesiness, the kids in wheel chairs, the has-been performers singing long-forgotten big-band songs, the B rolls of guys in white coats holding test tubes, the drum rolls and the tote boards that conjure up the ghost of Ed McMahon, the lame local anchors and the tear-wrenching appeals all signal Labor Day and MDA. Jerry has consistently used original content to claim significant year-round mind space and to drive a singular and differentiated brand message.  There’s thousands of charities and thousands of celebrity do-gooders, but there’s only one Jerry Lewis and his kids.
Make a Personal Connection. We all genuinely know Jerry. He’s been a part of our lives since the 1950s. There is a great national catharsis each year as the telethon kicks off that focuses on Jerry. It’s partly a morbid health-watch to see which diseases and which side effects of treatments Jerry himself will display each year.
But even before he created a Facebook page or... Read more

NeuroMarketing: Buzzworthy or Just Hype

Posted by Brian Easter on August 31st, 2010 at 4:09 pm

Marketing inherently entails a certain amount of psychological warfare.  Determining a target market’s thought patterns and utilizing their preferences to effectively boost sales is the underlying goal of every advertising campaign, while consumers are attempting to be more discerning and insusceptible to campaigns.  With neuromarketing, marketers are offered the opportunity to understand consumers’ mental biases from the inside out, potentially elevating everyone to the level of marketing geniuses.
Neuromarketing: The Process

The implications of neuromarketing are broad and open to interpretation.  What is more concrete are the techniques used to yield results.  Neuromarketing can simply be described as an analysis of different areas in the brain that respond to marketing stimuli.  These areas in the brain, usually monitored by fMRI (Functional Magnetic Resonance Imaging) will be inundated with oxygenated blood, therefore providing a distinct and indisputable reaction to a marketing campaign.
Neuromarketing’s success hinges on the ability to predict consumers’ predilections in an entirely new way; instead of relying upon individual analysis of how consumers will react when faced with a buying decision, the buying cycle can be observed and consumers’ opinions throughout the process will be transparently defined instead of subjectively interpreted.
Neuromarketing: The Problems
The big “but” in the fabulous field of... Read more