Tag archive for ‘brand’
-
Video: A marketing necessity?
Use of video among marketers is on the rise as more businesses realize its value in increasing brand awareness and driving sales. Video is also proving an effective way to facilitate conversations that help to win new customers and solidify the relationship with existing ones. And as devices such as smartphones and tablets (like Apple’s… Continue reading
-
When saying so little can deliver so much
Much has been said about the benefits of using social networks such as Facebook, Twitter, and MySpace for connecting with customers. However, there’s another much-less-touted although equally valuable vehicle for reaching customers—SMS or text-based messaging.
Nowadays, most of us probably receive text messages from someone with whom we do business; for example, a message… Continue reading
-
Give an audience a social conscience, they’ll give you eyeballs
As an eco-friendly furniture components manufacturer, Hickory Springs wouldn’t seem to have an obvious need for social media marketing. After all, they make the parts for furniture that no one ever sees; the company’s customers make the actual furniture. However, Hickory Springs has launched a clever social media campaign that succeeds on many levels for multiple audiences. Continue reading
-
Visit Denmark for a one-night stand?
When your country is part of a continent that includes France, Italy, Greece, and Spain, you must face stiff competition for tourist dollars, especially in these challenging economic times. So it stands to reason that you would be under pressure to think of innovative ways to market yourself to travelers. But VisitDenmark, the country’s official tourism agency, got a little too innovative with a recent video campaign. Continue reading
-
The latest offline/online mashups get real
In the early days of the Internet, businesses with a physical location were referred to as “brick-and-mortar,” while those on the Internet had a “Web presence.” Obviously, that distinction doesn’t hold up anymore, but a recent Google campaign and a new iPhone app got me thinking about the convergence of the online and offline worlds… Continue reading
-
Going under the hood with viral marketing
A bit like the Supreme Court’s definition of pornography, viral marketing is something you know when you see it, although it’s hard to define outright. All viral marketing campaigns share one element in common–an unstated agenda.
When used effectively, virals can and do perform in ways that traditional PR and advertising simply can’t. But… Continue reading
-
Smart: Retains Brand Voice While Dispelling Common Misconceptions About Smart cars
Smart’s microsite for the U.K is designed to guide the user through a series of quizzes and scenarios designed to dispel misconceptions about the diminutive Smart Fortwo—namely that it is unsafe, too small to be practical, low on features, and tight on interior accommodations. While the site could have come across as defensive, preachy, or sales-y, it avoids those potential pitfalls and remains both informative and entertaining. Continue reading
-
Apple’s celebrity developers?
Remember when celebrities were mere entertainers? Singers, actors, dancers, athletes. Then came celebrity chefs, celebrity CEOs, and people who became famous for being hot. (What does Carmen Electra actually do?)
Could it be that the next brand of celebrity is the software developer? That seems to be the angle of Apple’s latest publicity campaign… Continue reading
-
Political websites
When I sat down to review the official websites of Barack Obama and John McCain, it was with the specific goal of neutrality—keeping my own politics removed from a critical view of each site.
Turns out that’s impossible. Divorcing my own leanings from the review wasn’t too tough, but it was difficult to avoid… Continue reading
-
Bring Your Brand to Life with Voice and Tone
“Don’t use that tone with me!” Did your mom ever say that to you? Mine sure did. Usually in response to a snarky comment about doing chores or homework. She wasn’t responding to what I said exactly, but how I said it.
Keep that same principle in mind when communicating with your audience. Certain… Continue reading
-
Is Buzz Tracking Worth the Effort?
“I don’t know what it is, but I know I need it.” Five years ago, the “it” was SEO. Two years ago, “it” was a blog. And in 2008, “it” means buzz tracking.
At Tendo, we’ve had clients come to us desperate for us to help them track their online buzz. When we ask… Continue reading
-
Love and Communication
Marketing thrives on analytics and hard data. But sometimes it’s the immeasurable, touchy-feely stuff that can make or break a brand. Are you paying attention to the emotional side of customer communications? Continue reading
-
Hallmark: Knows its Audience, but is it Alienating Everyone Else?
For nearly 100 years, Hallmark has been a trusted brand in America, with familiar slogans like, “when you care enough to send the very best.” But now it’s time for Hallmark.com to morph into a brand of the 21st century. Continue reading
Loading ...