Category Archives: Advertising

BMGT 411: Assignment #3 Advertising

Screen Shot 2014-10-31 at 11.30.56 PM

Assignment #3 is pretty simple.  I would like you to identify a current advertising campaign running now, one that you think is done well, and answer the following questions:

1. Why do you think this is a successful campaign?

2. Who is the target market(or segment!)?

3. How is the brand positioning its product or service?

4. How is it supported in Mass Media

5. How is it supported in Digital Media

An example of a brand with a current campaign I like is Southwest Airlines.  Read more here

In this case, I think Southwest knew their brand was getting stale, and in an effort to make the airline remain attractive, communicated the key elements that the brand has always stood for – low prices, service, and humor, but in a fresh way.  The campaign is supported in both traditional and digital media.

This assignment is due November 18th.

Chris

The Classroom of Tomorrow is Everywhere

This past Sunday, a group of Point Park instructors collaborated with  a professor at Slipper Rock University and others in the social media community to hold a live twitter chat during the Super Bowl.   With an event like the Super Bowl, we felt that it was a great opportunity to have a marketing and social media discussion in real-time.  The goal was to create lively discussion and allow our students to interact with us as well as each other as they viewed one of the marketing events of the year.

Teaching and learning, in my opinion, is not restricted to a classroom for a set period of time.   When studying a field like marketing and social media, learning in real-time helps the students understand marketing and social media, and how they are applied in real situations.  I am not a fan of marketing or social media books, because they are out of date as soon as they are printed.  A collaboration, however, happens in real-time and I believe sticks with the students longer.

So how did the event go?  Did students interact with each other?  Did we learn anything?  Yes.  Yes.  And yes.

Screen Shot 2014-02-04 at 8.48.49 PM

Using the twitter hashtag #sbmktg101, the discussion generated over 1 MM impacts, 200 people contributed, and reached over 251,000 unique people.  Not to bad for a collaboration between two small schools in western PA.  If you are afraid your students are not willing to interact and learn on a Sunday when they are not in school, the stats above say differently.

Just how far did the discussion go?  Our discussion was retweeted by Fred Graver (@fredgraver) Head of TV at Twitter.

Screen Shot 2014-02-04 at 9.02.25 PM

And this discussion was a lot more than just a few people contributing.   Over 55 people tweeted more than 6 times during the event.

Screen Shot 2014-02-04 at 8.49.33 PM

And contributions varied, but overall were well represented by students in on the discussion.  Some of my students never tweeted before this event, but contributed and shared throughout the night.  I actually tweeted TOO much – my account was locked for most of the 4th quarter!

Screen Shot 2014-02-04 at 8.49.53 PM

Some examples of the live discussion (A small sample – the discussion included professors, Pittsburgh agencies, and students).

Screen Shot 2014-02-04 at 9.12.05 PM

Screen Shot 2014-02-04 at 9.10.36 PM

Screen Shot 2014-02-04 at 9.10.09 PM

Screen Shot 2014-02-04 at 9.09.46 PM

Screen Shot 2014-02-04 at 9.07.53 PM

To see the full discussion, visit http://www.twitter.com/search and plug-in the hashtag #sbmktg101.

My final take aways from the discussion:

1. I am not a social media manager by trade, but developed the strategy and managed the discussion.  THIS WAS NOT EASY.  I have a new-found respect for social media manager – you women and men are rock stars.

3. My pick for best ad in the Super Bowl?  The Budweiser #bestbuds spot.  Why?  It was ‘sssssscute!

4. My pick for the worst ad in the Super Bowl?  The Budweiser #bestbuds spot?  Why?  I think it will not appeal to their target market (men) and drive beer sales.  Budweiser is focused on the promotional era of marketing, and should really focus on the Product portion of the marketing equation, to address lost sales to craft beer makers, etc.  We love puppies, but we love good beer even more.  But heck with hit – lets watch it again!

5. Best Social Media Interaction: Tide.  Tide responded in real time to other brands ads using Vine.  It was a great approach, and P&G did not have to spend $4 MM on an ad – but just respond to them like we all were anyway.

Tide Goldie Blox Vine

6. My runner up best ad goes to Goldie Blox.  Great music.  Great message.  Great overall concept to help girls reach their fullest potential and break the existing pressure to act in certain ways.

….and shout out to Toys R Us for showing us Targeted Marketing, while not as flashy, might matter even more (Event tie-in, featured product, clear call to action).

Screen Shot 2014-02-04 at 9.30.45 PM

7. Thank you to everyone who joined the discussion to make it a success, especially the following:

Douglas Strahler, Professor of Communications at Slippery Rock University, @profstrahler

Christina Morgan, Professor of Communications/Social Media at Point Park University, @christinamorgan

Deanna Ferrari Tomaselli, Social Media Manager at Rue 21, @dferrari

Patty Swisher, Professor of Communications/Social Media at Point Park University, @pmswish

Garrett Green, @garrettgreen – for hashtag usage.

Screen Shot 2014-02-04 at 9.41.35 PM

8. Never stop learning.  Never.

Chris Lovett

Twitter Super Bowl Marketing Chat

Screen Shot 2014-01-28 at 9.45.52 PM

The Super Bowl is a great time to study marketing in real time, as companies often save their best marketing effort for the Super Bowl.  With an estimated :30 second price tag of $4 million dollars companies will do their to maximize the ROI (Return on Investment) for their ads.

One of my favorite super bowl ads was Chrysler’s “Imported From Detroit” 2 minute anthem from the 2011 Super Bowl.  America, and Detroit, was down on its luck.  The ad was a rally cry not just for Chrysler, but for everyone who was hurt by the financial crisis and ready to move on.  This was not just an ad for Chrysler, it was an ad for Detroit, and for the everyone.

 

The television watching experience has become very social over the years with individuals tweeting about their favorite shows real-time or checking in with apps like GetGlue. The Super Bowl has become a true second-screen event, with marketers using TV as the primary vehicle to market their products and services, and using social media to interact with customers in real-time (http://on.mash.to/1b4DTz2).

Details of Event:

Moderator: Chris Lovett, Professor of Marketing at Point Park University, @burghdaddy

Contributor: Douglas Strahler, Professor of Communications at Slippery Rock University, @profstrahler

Contributor: Christina Morgan, Professor of Communications/Social Media at Point Park University, @christinamorgan

Contributor: Deanna Ferrari Tomaselli, Social Media Manager at Rue 21, @dferrari

Hashtag: #sbmktg101

Objectives:

The goal of this Twitter chat is to discuss the advertising and marketing efforts in real-time.  Topics of focus will center on the 7 M’s of Marketing (Discussed later in the course):

Market (Target Audience)

Message Content

Mission (Strategy Behind Campaign)

Message Design (Creative Solution)

Media Strategy (Including Social)

Money (Investment)

Measurement

 

This is a conversation that will evolve in real-time.  Chris Lovett will moderate and ask questions using the hashtag, and number the questions, with respondents providing answers using the same hashtag.  After the game, we will ask you to pick a winner and a loser.  What was your favorite brand during the super bowl?  What brands used social media to back their advertising efforts during the game?  What brands took advantage of social media even though they did not run a spot during the game.

Resources:

www.twitterfall.com

www.tweetchat.com

http://mashable.com/guidebook/twitter/

Let’s have fun and learn in real time.

Chris Lovett

 

BMGT 205: Assignment 1, Amazon Fresh

Screen Shot 2014-01-21 at 9.22.30 PM

 

For Assignment #1, I want the class to read an article from the August 18th issue of Fast Company:

AMAZONFRESH IS JEFF BEZOS’ LAST MILE QUEST FOR TOTAL RETAIL DOMINATION

 

After reviewing the article, please take some time to answer the following questions.  Please answer them numbered, in the comments section of this blog.

1. Why is Amazon Prime so important to Amazon?  What metrics did they talk about to show this importance?

2. Do you think a Amazon Fresh will be successful?  If so, why?  If not, why?

3. Out of the 4 p’s of marketing discussed in week one, which one do you feel is the most important to Amazon Fresh’s success (Price, Product, Place, or Promotion).  Why?

4. If you were a competitor of Amazon, how would you prepare to compete against Amazon Fresh?  How would you position your experience vs. Amazon (Include which competitor you are, and how you would position against this new competition).

I look forward to a good discussion on this next week.

Chris Lovett

 

 

 

 

 

 

 

 

BMGT 205: Introduction to Marketing Kickoff

Welcome to BMGT 205: Introduction to Marketing.  We are going to learn a lot about marketing, and the key components that make up the Marketing Mix: Product, Price, Place, Promotion.  4 Words – but a lot go into the words and we will spend an entire semester reviewing.

As we start 2014, lets take a look back at 2013.  Ad Week recently released the top ads of the year

So lets take a look at these ads and discuss why they are good…..

10: Kmart Ship My Pants

9. Chipotle “The Scarecrow”

8. Robinsons “Pals”

7. Volvo Trucks Epic Split Featuring Van Damme

6. Nike “Possibilities”

5. Dick’s Sporting Goods “Every Pitch”

4. Geico “Hump Day”

3.  Guinness “Basketball”

2. Ram “Farmer”

1. Dove Real Beauty Sketches

 

Let’s have a good semester, learning, sharing, and growing.

Chris Lovett

BMGT 411: Assignment #5 Social Media Marketing

Screen Shot 2013-11-06 at 9.21.36 PM

 

In week 11, we talked about Mass Media and social media.  It was full week with a lot of content.  For assignment #5 – I want you to pick a brand that you feel is doing social media well, and tell us why.  Please include the 6 key elements of a social strategy that I outlined in week 11:

  1. Who does this brand want to reach?
  2. What do they want to say?
  3. When are they saying it?
  4. How are they engaging with their fans/customers?
  5. What tools are they using?
  6. How are they measuring results?

 

There are a lot of brands doing social media really well today – and they really have no choice.  Brands are fighting for a share of voice, a share of your minds and hearts, and ultimately a share of your wallet.  Social media has become a core component of most brands integrated marketing strategies.

Screen Shot 2013-11-06 at 9.29.18 PM

 

Chris Lovett

 

BMGT 411: Assignment #4 Ad Campaigns

For BMGT 411 assignment #4 – I want you to take a look at an ad campaign running right now that you feel is successful.  Why do you think it is successful?  Remember from week 10  that the components of an ideal ad campaign are:

  • The right consumer is exposed to the message at the right time and place
  • The ad causes consumer to pay attention
  • The ad reflects consumer’s level of understanding and behaviors the with product
  • The ad correctly positions brand in terms of points-of-difference andpoints-of-parity
  • The ad motivates consumer to consider purchase of the brand

Also, think about the components of a good communication design:

What to say (Message Strategy), how to say it (Creative

Strategy) and who should say it (Message Source).

Lets look at an example from one of my runner friends on twitter for Altra Zero Drop Footwear

  • Message: Innovation in shoe design and points of difference
  • Creative: Show it in real use, how the innovations can improve runner performance
  • Source: Delivered by voiceover and product animations showing real world usage

 

So please include an example of an ad campaign you feel is successful and why, and what communication design is employed in the campaign.

 

Chris Lovett

 

 

 

 

 

BMGT 411: Assignment #3 Positioning Statement

Class,

For assignment #3, Develop a positioning statement using the equation developed in class.  Show an example on the blog of how this brands advertising supports this positioning.

  • Remember, a positioning statement is simple, yet powerful.
  • For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference).

 

Choose a brand you love – and show some examples of how their marketing ties into their positioning statement you develop.

Also – I came across this ad.  Pretty powerful.

BMGT 411: Assignment #4 Direct and Targeted Marketing

 

In the last class, we took a deep dive into marketing that leveraged mass communications to reach an audience, TV, Radio, Newspaper, Magazines, Billboards, etc.  In Chapter 17, we are going to take a look at methods marketers use to target consumers in a very intimate way, using Direct Mail, email, and targeted interactive marketing.

While targeted marketing is not as glamorous as mass media advertising, it is becoming increasingly popular as brands look to increase their ROI, target their most profitable customers, and measure results.

Good Direct Marketing has a couple of key ingredients:

1. Data. There is a reason you are being targeted.  Whether it be because you meet a certain demographic profile (Age, Income) or you meet a companies desired target based on their goals (Lapsed customer, heavy user, etc) – there is a reason why you are being contacted.  The best Direct Marketers usually have very robust CRM systems to target the right customers at the right time.

2. It’s personal.  Unlike mass media advertising, Direct Marketing is often addressed and communicated in a 1:1 style, with the best Direct Marketers speaking in a way that feels like it is individual for each customer.

3. It has a CTA.  CTA stands for call to action.  Unlike in mass media where the CTA is often unclear, in direct marketing, the advertiser usually makes it pretty clear what they want you to do next.  Use a coupon.  Visit a store.  Call a number.  Good Direct Marketing has great CTA’s.

4. It is measurable.  Direct Marketing has the advantage on the quality of measurement over mass media.  Send an email?  Easily get open rates, click-through rates, conversion rates, and even heat maps to where customers are looking.  And these results can often come in a few days vs a few months in mass media.

Marketers are also going to extreme lengths to make Direct Marketing more personal – we will discuss next week.  Here is a quick video to see how far you can go:

So you were given examples of Direct Marketing in class last week (if you missed class – grab an email or direct mail from home) and answer the questions below:

1. Who is the brand marketing to you?

2. Who do you think the target was?

3. What data do you think they used to get the name?  Was it external or internal data source?

4. What was the CTA?

5. How will the results, in your opinion, be measured?

This will be a great way for us to get warmed up into the Direct Marketing discussion next week.

Chris Lovett

Great Ads Tell Stories.

In BMGT 411 – we have gotten into the core of Marketing.  We have dug into the 4 p’s at a very deep level.  For the next few weeks – we are going to talk about ads.  Ads that are good.  Ads that are bad.  What they cost, and who they are intended to reach.

These commercials below were broadcast and viral hits recently – because they were brave, and they told a story.  The focus was not on a product or a service, but story telling.  Creative so good, you stopped, you watched, and you listened.

This Chipotle ad from 2011 has 7 million views on YouTube.  It took on an issue head on, and told a story about it.  It opened eyes in a very unique way.  It made people stop and think: where is my food coming from?

Microsoft’s Kinect Effects – takes a video game, and turns it into inspiration.  They say they are just as excited to ask the world what they will do with Kinect next – a direct reference to crowd sourcing.  Inspirational.  And tells a story of a company that gave us the tool and watched as we customized it.  The customer is now in charge.

The Chrysler SuperBowl spot from a couple of years ago.  It was a war cry.  Detroit was falling, both Chrysler and GM taking government bailouts, Ford hanging on a thread.  This spot was a rally cry for the US to get back to its roots, and make Detroit proud.  This spot wasn’t about Chrysler.  It was about clawing your way from the bottom, featuring a live visual example of someone who did just that.

These are just a few examples of powerful ads that stop you in your tracks.  They have one thing in common – they tell a story.  Can you think of an ad that you feel told a story?  Who was it from?  What story did it tell?  Why do you think it was good.  Let’s discuss them in the next class.

Chris