by Miriam Hara | May 21, 2013 | Advertising, Branding, Business Success, Latest, Miriamisms
We’ve all read it and heard it… over 50% of business start ups fail in the first 5 years. There’s a number of reasons why that happens. Rather dwelling on the negative, I rather look at the inverse and say 50% of business that do start up, are in fact, still around after 5 years. Why is that so? From my perspective, having started up a business start up 25 years ago, there are a few must-do philosophies that can be attributed to business success and longevity. Here are a few visual biz-isms from 3 ebooks published last year: Marketing Understood, Branding Understood and Social Media Understood.
Establish your definition of success before you start.
Objectives provide you with the measurement of success
Add Value.
Price becomes an issue at the absence of value
Take care of your clients, customers, audience, community.
What’s in it for them
Good enough… never is.
Raise the bar…everyday.
Don’t wink in the dark…you’re the only one who will know what you’re doing. Communicate!
Talk to your target!
You’re intimate with your business. Your consumers aren’t.
Know your audience.
You don’t know it all.
Don’t rely on conventional wisdom.
Deadlines aren’t elastic!
Mark your calendar.
Complacency in business means death.
Keep Current.
Believe in what you are creating.
Stay true.
Business in general: Are you just interested or committed?
Be wildly, passionately in love with what you do!
Be realistic.
Don’t over promise and under deliver.
Be passionate, not emotional.
It’s business. It’s not personal.
Businesses need to evolve.
Enable growth.
Business is hard work.
Business Work Out Routine.
If you would like to have all the biz-isms, you can download them here.
by Devorah Abrams Farmer | May 9, 2013 | Advertising, Branding, Business Success, Creative, Design, Latest, Social Media
Before social media came into existence, many of the things said on today’s blogs, Tweets, and other various social media venues, were said by word of mouth. Messages can become viral by word of mouth up to a point, but how accurate are these messages? Do you remember playing the game “Telephone”, where the message ended up totally different than the original statement? Then again how accurate is what is placed on the Internet?
An excellent example how Tweeter has affected people two years ago is the Arab Spring. The 140 character texts chimed out to thousands and thousands of people during that time. How many people it affected was totally amazing. Lest we forget Facebook was widely used during this time as well. Both of these social media sites also helped people worldwide have a distinct indicator of what was going on in the region.
This effect that social media had on multiple nations and its people, was noticed by businesses. It actually propelled the area of business into a new age. The age where there are immediate photos, voice bits, videos, and phone calls, which now have become the norm. We now have a worldwide society that addresses all markets, and the numerous people who are in them in real -time.
A recent example of social media affecting people and bringing their world to you in real-time, is the Boston Bombing. People Tweeted pictures, video, and sound bites to television media, in a matter of moments, maybe even nano-seconds. The FBI, Homeland Security, and the Boston Police had instant fodder to work with in trying to get the culprits. One man in Waterdown, Massachusetts took pictures and video on his balcony of the firefight that was going on in front of his apartment. He then flew into his bedroom for cover, but lifted his smartphone up to his window and continued to take pictures. These were later used for network and cable television news as well as information for the law enforcement people.
How has social media infected the Internet and the stock market? One incident that occurred recently was a hoax done in poor taste. It was claimed on Tweeter that President Obama was bombed in the Whitehouse. The stock market got hold of this information and for an hour the stock market numbers plummeted. The perpetrator was found and dealt with swiftly. Luckily, the stock market bounced back within an hour. It was an hour of hell for investors with mega-bucks to lose.
How does one prevent being infected like this again? Can a society who yearns for real-time information wait for social media to do some fact checking? Tweeter suspended this infectious account and provided information to the police, but serious damage had already been done. Billions of dollars had been traded for significant losses. Perhaps news like this if not caught in a short time frame does not only infect businesses in North America, but relationships abroad as well. After all in the Arab Spring social media not only brought protestors out into the streets, it toppled governments.
One thing is for sure is this shows people are more engaged than ever before on social media. How does one affect a new market area without accidently infecting social media with superfluous and potentially noxious information?
by Devorah Abrams Farmer | May 7, 2013 | Advertising, Branding, Latest
Product Brands have found a comfortable and extremely profitable niche in product placement in film.
As early as 1927 there was product placement in film, it was Hersey’s Chocolate. Since that time product placements in film have increased dramatically. In 1995 with the film GoldenEye $100 million dollars was invested in product placement. With the advertising of the BMW Z3 and other products the film grossed $300 Million dollars. Obviously there was a huge profit margin.
Steven Spielberg resurrected product placement to an all time high. Who can forget that E.T Extraterrestrial was lured out with a trail of Reese’s Pieces? The run on Reese’s Pieces after this film skyrocketed. It must have really irked M&M because Spielberg asked them if they would like to place their product in the film first, but declined. Rumour has it, it was due to the fact that M&M thought being in a children’s Sci-Fi film would not benefit them. It’s more than likely they have been kicking themselves ever since.
If a consumer uses their PVR to fast-forward an advertisement on TV and the brand is still noticeable, imagine the impact of having a brand name product placed in a high-grossing film. (See: Advertisers: Start your Social Media Engines).
Interestingly enough Ford took Apple’s place as the #1 brand in the top films of 2012.
Brand advertising of products in films also has been seen in fast-food restaurants such as McDonald’s and Burger King. Every parent who has ever bought a Happy-Meal at McDonald’s remembers Beauty & the Beast toys that came out with the Disney film.
Now we are seeing a great deal of money placed on product placement prior to the actual film. Recently Acer computers had an advertisement on TV that showed the computer with the special effects backdrop of the new Star Trek film, due to be release in a couple of weeks.
When it comes to product placement in film, it is usually done 10 days prior to a film being released. The stock values of that company’s product show an increase at that time, and during the time the film is running. However, after the film has finished its run, the stock tends to normalize.
The James Bond film Skyfall had no less than 28 apparent product placements, including the famous Aston Martin, that helped the film gross $88 million dollars. There is even placement of brands in animation films. Hotel Transylvania had Doritos, which is apparently for the young children’s marketing niche.
How does one get a brand product placed in a film? Are there people at a film company whose only job is to seek out products that are appropriate for a particular film? Do the companies with their brand name products go knocking on Hollywood’s door? I imagine it is a little bit, or rather a lot of both of these types of vying going on. What if you have a relatively new product, whose door do you knock on? What is you favourite film with a distinct product placement? For information on brands listed in films go to www.brandchannel.com.
by Stephanie Fasulo | May 3, 2013 | Advertising, Branding, Business Success, Creative, Interactive, Latest, Social Media
So you have an idea for a social media campaign, and you’re thinking of all the millions of people you’re going to attract using Twitter, a blog or Facebook – it’s so exciting! But hold on one second, you have to ask yourself the easy questions first to be guarantee long-term success. Product vs. store branding online have obvious similarities but need to be managed differently.
Product branding online and store branding online are similar because both need to reach a specific audience, tailored especially to the individual needs and wants of the company and/or client. A product can have a fan base and followers who will support a social media presence just the same as a store ( i.e. grocery stores, furniture stores, hair salons, or retail outlets ). Product and Store branding have the same goals when trying to target specific audiences.
Content
The content for products and stores, obviously tailored to the social media strategy, can fall under similar categories and actually intertwine between lifestyle, health and beauty, healthy eating, environmental facts or fashion tips.
Ex. Ikea Canada Stores vs. Organic Make-Up Brushes.
Environmental ideas (gardening DIY idea above) on Ikea Canada’s Facebook page and the organic makeup brush products both can share similar content because they are targeting people who support the ideas, beliefs and culture of the brand they’re promoting online. With this said, both products and stores need to keep a pulse and a keen eye for the market, what’s current and trending. Both will pull in great results with these similar online branding strategies.
Products go out; customers come in.
But there are some differences between product and store branding and they’re worth remembering. The first, and most important, is a store online presence should come from the location itself. The store is a place where clients can see what’s going on, learn about in-store promotions and, with luck, be enticed enough to visit through social media efforts.
Products can be sent out, given to customers through a blog. This way online visitors can get what you’re selling right in their hands. However, with store branding you need followers and supporters to come in and see your store, see the products on your shelves and experience the service you provide. That should be taken into consideration when branding online for the greatest success. Do it right and reap the rewards!
by Devorah Abrams Farmer | May 1, 2013 | Advertising, Branding, Creative, Design, Latest, Social Media
Will your logos die a slow painful death, or will it stay vibrant and alive for a long time?
The old adage if your product is in demand, your logos could be timeless, proves to be true with such brands like Windsor Salt or Maple Leaf Foods. Products that are fortunate enough to get near what those products have achieved is the goal of every advertisers and no doubt their dream.
If your product has a simple recognizable logo such as Apple with a bite taken out of it, is recognizable anywhere in the world. It is not a complex, unobtainable symbol. It even provokes thought as to what the bite out of the Apple means. One meaning could be the bite Eve took out of the apple in the Garden of Eden, and gave it to Adam.
One of the most widely held interpretations says that the logo memorializes Alan Turing, the mathematician and scientist who laid the foundations for computer science with his pioneering research into artificial intelligence and unlocking German codes during the World War II. Turing committed suicide in 1954 by biting an apple laced with cyanide.1
Internet-Geeks and other Apple users like this interpretation. And yes, this simple logo is so thought provoking that the rumors to its meaning is debated to this day. There is no doubt this is part of the appeal of Apple’s logo.
Apple didn’t always have this logo Apple has changed the logo in color, theme and texture over the years. It has used the logo with a rainbow theme, an aqua theme and, since 2003, with a glass theme.2 It has adapted and has changed with the times.
When it comes to political candidates logos go a long way. A candidate cannot be in many places at once, but his logo can be everywhere. The logo even has to be simple enough to fit on a button. Having simple and bold ideas, and the adage that “less is more”, advertisers can make strong and empowering messages.
In order to proceed with determining what your logo will be you must research to see if a logo already exists; does it mean something strange or offensive in any other language; will consumers and companies be able to find you on the Internet.
Lindsay Sleightholm of 3H Communications Inc., of Oakville, Ontario says “when developing a logo, type-faces, graphics, colour, size, balance, print or digital applications, and mobile items are all important considerations. Another issue to consider is whether or not your logo will survive going from colour, to black and white. With a logo, you have to have a succinct visual, in order to communicate the brand essence. Your logo has to be easily recognizable, and stand apart within its market segment.” Logos, branding, and advertising methods have to change with the times as well; even from day to day in order to stay competitive.
by Lisa Wedmann | Apr 20, 2013 | Advertising, Branding, Business Success, Latest, Social Media
It’s important to have a social media strategy. As Marketers it is important to get your message out in a consistent and timely basis; but how do you handle that when a tragic situation occurs within your community? Does your team have a crisis plan in place within your social media strategy?
Recently there have been some very tragic news stories that were rampant throughout mainstream media. When the horrible explosions occurred in Boston at the Boston Marathon finish line we at 3H, along with the brands that we represent, chose to extend our sympathies and then remain quiet in our social media streams. In light of the situation that was the appropriate and respectful thing to do and we were happy to see that many companies and brands chose the same approach.
Alas common sense is not so common and sadly there is always at least one company that puts out a message that the general public is offended by due to poor timing. https://twitter.com/stringsn88keys/status/324139615852298241/photo/1
Epicurious took a beating over these tweets and have since deleted them and apologized.
We can all learn a lesson by unfortunate situations like this. Here is a great checklist that your social media team should keep on hand:
- Turn off scheduled tweets/posts
- Listen to what your community is saying
- Just as you think before you speak (or should), think before you type and hit enter
If you happen to say something that you probably shouldn’t have:
- Don’t delete your post and then go into hiding
- Own up to it and do it quickly
- Be honest and genuine in your apology
If you approach your Community with honesty and integrity, even if you made a mistake, your Community will respect you for doing what you can to make things right. Once the dust settles your true fans and followers will still love you.
