Tag Archives: Marketing

Connecting

Posted on by jesskry
2

We’ve all been talking about how social media can accelerate the spread of news. But does it spread the rate of action among those who join or support causes? A recent Business Week Article speaks to the effect that social media has had on the relief efforts in Haiti.

To see actual change happen via the web makes my heart swell. Not only have many people donated money, but time as well. In this day and age, to see so many countries come together regardless of affiliation and status shows that we arent as different as we seem.

As a communicator and strategist, this effort speaks to connecting to people on their level. Being able to show visual footage of the aftermath of the quake in Haiti had to have a big impact in the relief that was sped their way. Not only were organizations able to set up quick communication outlets but also a way to process and receive funds.

For civilians who are reaching out YouTube and Twitter were ways to provide access to the torment worldwide. It was not a silent tragedy that we talked about,  yet did not see or feel: you can see and feel the pain visually  in real time.

If nothing else, what we can learn from the communication that brought us closer to our human companions in Haiti is that the web and social media can be used for good – not evil. Their purpose is to bring us all closer on a human level, not to divide, be it through money or belief.

What can you do with that thought? How can you apply social media to connect rather than monetize or sound off?

Why Lady Gaga Matters

Posted on by jesskry
3

Everyone has an opinion, but for those who love her the reasons are many: shes different, shes hot, her music is danceable, etc, etc. But when it comes to marketing professionals, the reasons are important lessons we all could learn from.

Viral Visual Marketing. By now we’ve all heard about how Ms. Gaga was one of the top searches via Google for 2009. And why? Because of her outrageous get ups. People want to see what she wore at whatever event just happened. And they want to compare and share, giggle and drool. No matter if its for better or for worse, people were interested. In the entertainment industry, thats currency.

Mix Trusted with Not Yet Tested. Whether its working remixes with Beyonce or Flo Rida or reviving 80′s pop synth beats, Lady knows how to use what works. Instead of staying on the safe side, she mixes the trusted with the strange: outfits made of bubbles, vocal usage along the lines of Marilyn Manson and Lil Wayne. Its this creativity that keeps us interested and entertained.

Ugly Can Be Beautiful. Just because its not like what you and I are used to, that doesnt make it less artful. Shes been criticized for wearing odd outfits and makeup when shes ‘such a pretty girl’, but thats what makes her unique. Gaga does not have to resort to an ass wiggle or a boob pop: but when she does, its for a much different effect. The oddity and juxtapositions are what makes us uncomfortable but are the cornerstones of her schtick.

Do Different Proud, Not Meek. One thing we can all learn is how to do something full out. If you’re going to be different, then, gosh darn it, do it balls to the wall. To do it half assed just takes away from doing it at all. It falls short of its intended purpose. Stand behind your bubble outfit or burning your lover and your bed with your bra that fires sparks. Dont talk about it or the why of it all. Just create. Just do.

How are you doing things differently? Is your creativity bound by something, and if so, why?

Forget PR, Its Marketing Thats Dead…

Posted on by jesskry
1

For some reason, PR has been attacked lately. I put it out of my mind until yesterday, when, while sitting in a meeting, I realized that PR being dead is old news. Its marketing’s death thats the new(er) scoop. With that I backtracked and read PR is Dead: Was I Supposed to Care on Todd Defren’s blog. In it, he references Hubspot’s Marketing Blog Post ‘Is PR Dead?’.

I can say it: back in the day (circa 2004) I thought I was built for PR. I quickly learned that, being that I detest cold calling and seemingly dirty reciprocal relationships I, in fact, was not. But now, does PR matter – no, we all know that. PR is as relevant as the paper its printed on, those which we no longer read. True, stories pitched may end up online, but with the social web, spun webs are very easily cut. Such brand recognition can be built via real people and experiences, which are just – if no more so – powerful than print in big media.

In steps the next on the way to slaughter: marketing. Marketing:  ‘the commercial processes involved in promoting and selling and distributing a product or service’ is seemingly dead too. On its own. No longer can any tactic: PR/Advertising/Marketing, be utilized in a vacuum. Integrated communication, which was once seen as ‘huh?’ by my colleauges is now, whether defined as such or not, the way ‘marketing/pr/advertising’ is living.

Marketing is an old hat. It thrived on one way communication and being all about what the company wanted to say to get what they needed. Now, integrated marketing communication and social networking strategies are opening what used to be a dirty business into a hopeful and honest give and take. Companies can (well, should) learn from what is said about them and their products and make changes. No longer is this novel or a ‘cool thing’ to do. Its commonplace and expected. To not have such makes a company seem outdated or uptight, possibly hiding something.

And who can be loyal to that?