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Tuesday, March 3, 2009
FREE Marketing Video | NEW!! FEATURED VIDEO
Tips from the Trenches
OPEN Forum talks to Ian MacGregor, owner of NYC's The Lobster Place, who works in an industry
fraught with turnover. Hear how his simple management philosophy helps him retain the best people. CLICK TO VIEW |
Monday, March 2, 2009
Advertising and Marketing News This WeekBewkes outlines plan for TV EverywhereTime Warner is developing an
initiative dubbed TV Everywhere that will allow viewers to watch networks such as CNN, Cartoon Network and TNT online -- as
long as they can prove they subscribe to cable, satellite or a telecom TV service. "If you want to watch your favorite
TV network or shows through broadband on any device -- PCs or mobile -- you can do it as long as you subscribe to any multichannel
provider," said Time Warner CEO Jeffrey Bewkes, adding that TV Everywhere could be ready for testing sometime this year.
"It's a natural extension of the existing model."
Digital couponing on the riseAs shoppers tighten their belts
in the down economy, coupon clipping is becoming an increasingly popular pastime. But "clipping" soon might be an
anachronism as shoppers are able to get information about special prices and virtual coupons via mobile devices. Steven Boal,
founder of Coupons Inc., said, "Our clients are for the first time saying that if venerable print titles are closing
they will have to move their promotional budget somewhere else."
Attention must be paid to long-standing Web promosIt's challenging to get
a viral campaign to capture consumer attention, but it's also tricky to gauge when a popular Web promo's time is up.
The Burger King "Subservient Chicken" microsite is still active after several years online. Arjen Linders of Philips
Norelco said of his firm's long-lived, online promo featuring a man in a bathrobe: "It's something we have to
monitor closely. You now have more Web sites than human beings on the planet."
Consumer-focused e-mail newsletters tout ad successesThe humble e-mail newsletter
is proving to be a strong ad medium. Sarah Lacy reports that DailyCandy.com and its offshoot for guys, Thrillist.com, and
Yelp.com's "Weekly Yelp" are making money. Yelp, and also Dogster, are eschewing outsourced network sales in
favor of dedicated sales teams, per this article.
Are Google News ads bad for local newspapers?Google is getting a mixed reaction
from newspaper publishers to its new, contextually relevant ads on its News service, with some viewing the program as unwanted
competition for ad dollars, and others recognizing the service's role in driving user traffic to their own sites.
Banks struggling to find right marketing tone in tough timesMany banks and financial institutions
are struggling to find the right tone in their marketing to reassure an anxious public about their financial health. However,
this article points out that even relatively healthy financial institutions looking to lure new customers run the risk of
being viewed as being "wasteful" for allocating funds for ads.
Visa unwraps new global ad campaign
Visa is ditching its "Life
takes Visa" tagline in favor of a new slogan, "More People Go With Visa," which is anchoring the company's
new $140 million global ad campaign. The campaign by TBWA/Chiat/Day is launching Wednesday in the U.S. and will eventually
appear in 43 other countries. Ads focus on the convenience of Visa's debit card service, which deducts payments from consumer
back accounts.
Humor no accident in Snuggie marketing
The Snuggie, a wearable blanket
resembling a monk's robe, is one of the unlikeliest marketing successes of 2009. The Snuggie's maker, Allstar Marketing
Group, bought more than $10 million in TV time for a quirky campaign that intentionally pokes fun at the product. But it turns
out the Snuggie was preceded by the Slanket -- a similar product that was picked up by QVC in 2007.
1:17 pm cst
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