Posted tagged ‘marketing’

Bloggers Essentail to Brand Building

November 11, 2009


November 11, 2009

Gaining visibility as thought leaders

eMarketer estimates nearly 28 million US Internet users write a blog in 2009, and those bloggers run the gamut from hobbyists and part-timers to self-employed and corporate bloggers.

According to a Technorati survey of bloggers worldwide, most are men, ages 18 to 44, affluent and well-educated. About one-quarter work for a traditional media outlet in addition to blogging, and most still don’t make any money from their self-publishing activities. But there are other ways to create value.


Fully 70% of bloggers polled by Technorati said they talked about products or brands on their blog. The most common activity was to post about brands they loved—or hated—as well as to write reviews or post about experiences with stores or customer service.

Bloggers who post about products and services may get some attention from brands in the form of free items and other perks—enough to attract the notice of the US Federal Trade Commission, at least—but the visibility they gain through publishing their thoughts also helps them in less-tangible ways.

Nearly six in 10 of all the bloggers surveyed said they were better known in their industry because of their blog, and one-quarter had used their blog as a resume or sent it to potential employers.

Further, bloggers who post for a business reported even higher levels of success: 71% had increased visibility for their company, 63% had converted prospects into purchasers through their blog, and 56% have seen their blog bring their company recognition as a thought leader in the industry.

Negative personal consequences, such as losing focus on work or getting in trouble on the job, were far less common than gaining visibility or even changing professions entirely based on blogging activity.

Printed with permission of


Why You Need the Internet to Promote Brand You

October 27, 2009

In 1999, business management guru Tom Peters in his book ‘The Brand You 50’, said that the job security of individuals was beginning to revert back to the way it was hundreds of years ago. In this period, shortly after America was founded, job security was based on three core elements:

Networking Skills

Craft meant that you had a skill that was marketable. To have distinction meant that what you did was memorable. To have networking skills relied on ‘word of mouth collegial support’.

What Tom Peters argued was that we live in an age now where personal branding and networking is everything, even for those working for someone else’s payroll. It is these core elements that are now important once more for job security, where so called white collar jobs (knowledge workers) are expected to almost entirely fizzle out (at least in the recognized ‘western world’) as Peters claimed in the late 90s ‘in around 10 years from now’.

The age of ‘Brand You’ was already in motion when Peters spoke about it back then, and has never been more evident than it is today.

This reconfiguration of the way people are doing work coupled with the economic downturn, means that more and more people are becoming independent and freelance workers. Inevitably, many of these freelancers are using the Internet to get work (as are more prospects looking for workers and creatives). The influx of cheaper freelance labour from places like India, means that more choice, at lower costs are available to clients on the web.

Because of all this, freelancers, and particularly creative freelancers, need to create and promote a personal brand more than they ever have in the past if they are to succeed in the long-term. It is possible to succeed as a freelancer and overcome these obstacles. It doesn’t need to be frightening or complicated. It simply requires a strategy.

It requires that you can demonstrate you have a niche skill that is marketable, that you stand out as best as you can and that you build up a solid and relevant network of friends, fans, clients, colleagues and people that share your interests.

The single most effective way of building and marketing your personal brand in this way is through the Internet. The Internet is not only hugely powerful in terms of gaining exposure for your work, and I will be writing much more on this as the blog progresses, and will demonstrate that you are ‘with it’ and up to date (what clients are looking for), but it is now almost a necessity to get online as a freelancer, with so many others doing the same.

If your competition is online, you’ve got to join them to succeed!

Alex Mathers
Writer, Marketing enthusiast, Illustrator, Designer
Red Lemon Club Marketing

Article Source:

P & G Aims to Increase OnLine Sales

September 11, 2009

Procter & Gamble, the FMCG giant, is looking to substantially increase the amount of revenue it generates via the internet, and will heighten its digital adspend to help achieve this goal.

Forrester, the research firm, reported that eCommerce retail sales reached a value of $156.1 billion in the US last year, a figure it predicts will grow to $229.1 billion by 2013.

Nielsen also estimates that only one third of Americans currently buy packaged goods on the web, although it forecasts sales levels will see an uptick of at least 20% each year in the short-to-medium term.

At present, online delivers just 1% of P&G’s annual revenues, or $500 million, a total the world’s biggest advertiser hopes to drive to $4 billion going forward.

Lucas Watson, P&G’s global team leader, digital business strategy, said “some categories see as much as 30% to 50% of their business in e-commerce. Our forecasts don’t suggest consumer products will ever work like that.”

Despite this, he argued it is “not out of the realm of possibility eCommerce will be more than 1% of our sales. Getting north of 10% would be an aggressive goal, but somewhere in between that would be, we think, within the realm of possibility.”

The Cincinnati-based company has recently started adding links to the online portals of various retailers to its own brand websites, a programme it now intends to roll out globally.

During the first quarter, the owner of Tide and Pampers also boosted its digital advertising expenditure, taking the medium’s share of its budget to 4%, TNS found, and this did not including all search, video and targeted ads.

“Whether it’s an investment in a banner ad, in a search-marketing ad or in a shopping experience … we will look at all of those and their ability to drive revenue for our company,” said Watson.

“The ability whenever the consumer raises her hand and says, ‘I’m ready to buy,’ to connect her directly to a purchase rather than have her wait and go to a store, we think of it as providing better service,”  he added.

Moreover, Watson suggested marketing mix models have shown digital advertising is providing P&G with a strong return on investment, even though “many people predicted it would not happen that way.”

Printed with permission of the World Advertising Reseach Center

Data sourced from AdAge; additional content by WARC staff, 09 September 2009

‘Marketing Cafe’ Lures Tokyo Women

August 30, 2009

TOKYO: Less than two months since its launch, Japan’s first so-called ‘marketing cafe’ – where consumers try out skincare, beauty or even mobile phone products while sipping their frothy coffees or having a meal with friends – has been deemed a resounding success.

Based in the heart of the trendy Shibuya district, the Lcafe has already persuaded more than 2,000 young, affluent women to exchange their name, age, address and mobile phone details in return for free items.

So far, food, drink, toiletry and electronics manufacturers have offered free samples in return for personal data; allowing them to contact prospective new consumers via their mobiles at a later date.

Aimed specifically at women in their 20’s and 30’s, the Lcafe was devised by Sample Lab as an innovative way to talk to influential consumers about products new to the market.

In the view of Yuhi Hori, spokesman for the event promotion division of Dentsu, there is, among many marketers, a “fresh interest in samples” at a time when mass market advertising costs are continuing to climb.

Data sourced from the Wall Street Journal; additional content by WARC staff, 25 August 2009

Sony Signs Up ‘Blogger Dads’

August 30, 2009

Sony is targeting social media to promote its consumer electronics in the US and is signing up ‘blogger dads’ to stimulate consumer conversations on the likes of Facebook and Twitter.

Many firms in the US use ‘blogger moms’ as part of their marketing efforts but Sony is launching DigiDads which aims to get fathers to use its products and write about them.

But, unlike products distributed to journalists in traditional media, it is specifying the projects the dads should work on and is also asking for them back afterwards.

The campaign is being run with blogger Chris Brogan, president of New Marketing Labs. Brogan is an advocate of ‘sponsored’ conversations on the internet, and as such has attracted the ire of other bloggers. Last year he was involved in a campaign for retailer Kmart through sponsored conversation specialist Izea, where he is a director.

“Anyone can do blogger outreach,” says Brogan, “we’re aiming to tell a story rather than just say ‘here’s some stuff, write about it.’” Digidads projects will include ‘Summer of 100 faces’ where dads and their kids will take 100 portraits and the use of GPS-equipped video cameras to map out historical video tours of a neighbourhood or record a tour on vacation.

Bloggers signed up so far include Michael Sheehan of, Max Kalehoff of, CC Chapman whose blogs include and and Jeffrey Sass who contributes to Brogan’s blog,

Marcy Cohen, senior manager of communications at Sony Electronics, says the aim is “to engage customers in conversation and share the insights we gain with engineers, product developers and designers. The feedback is going to be invaluable. It’s an easy way to speak frankly and directly.”

Data sourced from AdAge; additional content by WARC staff

The Negotiating Tactic of Yelling and Screaming

August 26, 2009

By Dr. Chester Karrass

Some people get their way by deliberately yelling and screaming. It’s a negotiating tactic.

These screamers know from experience that other people find this negotiating tactic uncomfortable. Most people find it difficult to cope with a screamer. This is especially true if others are around to witness the scene. Most cringe at the thought of having to deal with an obnoxious character-so they simply give in.

A loudmouth is accustomed to winning these negotiations and uses this negotiating tactic time and again to get their own way, or to gain a better position than other, more reasonable people. Their plan is to intimidate the other party into submission.

People who yell and scream do so because they have learned, like children, that it is easier to scream than to take the time to persuade by rational means. In fact, the weaker their position, the more they resort to loudmouth tactics.

As parents, we have a responsibility not to let our children get their own way by yelling and screaming. When children rant and rave, we have to call their bluff by calmly demonstrating that their approach will not work. This takes a good deal of parental courage, patience, and self-confidence.

How do we handle the business negotiator who uses such tactics?

This question is important because many of us, sooner or later, will have to deal with someone who yells and screams. Don’t let this negotiating tactic trap you into responding with like actions. If you both end up yelling at each other a satisfactory outcome is a remote possibility.

The key defense is not to be intimidated. If you remain rational, refuse to take abuse, deal in terms of fact-not emotion, and act with quiet dignity and firmness, the loudmouth will soon stop. If not, then it is wise to bring them to someone at a higher level who can handle the screamer with calm authority.

The experienced loudmouth has won a lot of easy victories since childhood. Don’t let them win another one at your expense.

Dr. Chester L. Karrass brings extensive experience, advanced academic credentials in negotiation techniques, and over 35 years experience in seminar delivery. After earning an Engineering degree from the and a Masters in Business, Dr. Karrass became a negotiator for the Hughes organization

Article source:

Small Biz Big Online

August 25, 2009

By John Riley

In 2008, small and medium sized businesses (SMBs) spent over $6.8 billion online according to Borrell Associates in a report released in March 2009. This dovetailed with a poll of US marketers by Bredin Business Information early this year which pointed out that SMBs are having to do more with less and that is moving them into the digital world.

Marketers point out that the outlook for small-business marketing has changed this year. Local online activities are becoming more prevalent and focused which has helped SMBs improve their targeting of customers with segmentation research. But other challenges remain.

Funding of new projects, increasing awareness of their business and growing the business with limited resources remain the major challenges. With local online efforts now representing 11% of all SMB marketing spending including Website development, it’s clear these activities will play a significant role in helping create the awareness necessary to grow the businesses.