Category Archives: Media

BMGT 411: Assignment #3 Advertising

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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  I am not a fan of marketing or social media books, because they are out of date as soon as they are printed.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.

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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.

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

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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!

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

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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.

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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).

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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.

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8. Never stop learning.  Never.

Chris Lovett

PodCamp Pittsburgh 7: Build Your Digital Toolbox

 

I am thrilled to be a featured speaker at this year’s podcamp #pcpgh7.  What is podcamp?  It is a free event where you can learn social media and interactive marketing in a very “un-conference” like environment.  No pressure.  No stuffy suits.  Just real people talking about what they love to do each day.

My session is all about engaging with students using social media.  Blogs, interactive teaching, LinkedIn, Twitter, etc.  Our role as instructors needs to be, whether we like it or not, to engage with our students on their level.

Would you take your car to a repairman that did not know about cars?  Should students trust instructors that are not aware of social media and how to use it?

The way students are learning is different.  Many high schools are going paperless.  Online coursework is evolving through organizations like Coursera and Venture Lab – giving students the opportunity to learn in new and exciting ways from across the globe.  As instructors – we need to embrace this change and become just as engaged as our students are in social media.

If you know anyone in higher education that is looking to increase their online and social media presence, please join me at podcamp pittsburgh 7 – and start building your digital toolbox!

Chris

 

 

 

What I Learned This Week: August 17

I learned a few things this week.  Look – I kept this theme going to weeks in a row.  Here are a few of the things I learned this week.

Streaming audio is finally being noticed:* I have been a fan of streaming audio for awhile now, and it is finally getting noticed as a viable media alternative to TV and traditional radio.  Advertisers are finally starting to take notice, and I expect this planning season for media to be very interested in services like Pandora, Spotify, and to some extent, iHeartradio.  Here is why:

  • It’s not just online.  It’s a truly mobile and audio solution.  You can advertise on Pandora using traditional audio ads during drive times when customers are streaming to their cars, target with online ads during the workday, and mobile in between.  While most social companies are struggling with monetizing mobile (Facebook, etc) Pandora and it’s peers are grounded and are delivering mobile solutions today.
  • It’s on Demand: Sometimes, I am in a Leonard Cohen mood.  Other times, it’s 2-Pac.  You never know.  I could never download enough cd’s for my random tastes, and streaming music helps me get my fix.  Traditional radio = push.  Streaming = pull.  I am in charge, and I and many others like it.
  • It’s in your car.  Any car with Bluetooth streaming audio can stream Pandora or Spotify wirelessly.  It’s genius.  And some cars like Toyota and Ford are building it right into the cars, making accessing the service easy at any age.
  • It’s local.  No – it’s really local.  Using the GPS in most smartphone’s, services like Pandora can target in a much smaller area.  Below is an example of a local ad served up on my ride.  This will redefine local targeting.

* Disclosure: I am a stockholder in Pandora Media.

I work for a great company: We have total visibility at my organization, with access to regular updates from our CMO, who has an ability to speak to each of us 1:1, even in a crowded room.  She has the ability get everybody excited about change, and realize change is necessary at every level in today’s marketing environment to be successful.  I love working where I do, and I think that we are in the begining stages of becoming a world class marketing organization.  Led by marketing at every level.

At any time, you may be asked a question in a meeting, and expected to know the answer: This happened to me this week, and while I gave an ok answer, I did not give a great answer.  This is just a reminder to me – never settle, and always be ready.  An ok answer is not okay, when you are doing great work.

The company I used to work at had a very passionate CEO.  Sometime’s he would walk the halls, and ask questions about the business.  I used to prepare a cheat sheet every morning, just in case he asked.  I knew what sales were in every market, every week, every day.  He never asked.  However, I don’t regret preparing, because it made me understand our business at every level.  This week I wasn’t.  It will not happen again.  I don’t accept ok answers from myself.

And lastly, Kohl’s is ridiculous.  And everybody loves it: Kohl’s implements a pricing strategy where they over deliver on savings.  I went back to school shopping for my kids, and spend $202 – yet my “total” savings, with coupons and deals was $325!  Now – when you spend $200 on kids gear, you don’t feel so hot.  When you leave and realize you saved $325 – you just feel giddy – like you are a genius.  I thought, I saved $325!  I pretty much robbed that joint!

Thing is – I did not save $325.  Koh’s has their pricing strategy baked into margins, so they over deliver.  It’s a really genius approach, and one that is working for Kohl’s, as they continue to grow and gain value while other retailers struggle.  These people, and millions of people, are feeling pretty solid about their Kohl’s savings too!

That’s what I learned this week.  Some good stuff, and I will continue to learn more each week.

Chris Lovett

The Best Ad I Saw this Year

As someone who works in marketing, it take a little more to impress me.  I have to say, I was inspired and floored when I saw a TV ad from AT&T during the Olympics.  After a swimming event I just watched, AT&T showed an ad featuring the race and the time.  It was amazing!

Look – I realize these Olympics are not live, but the work that went into this was unreal.  When I saw it – I thought – wow.  That was the coolest TV spot I have ever seen.  Remember, this spot aired directly after the event was shown.  Directly after millions just watched on their edge of their seats a great Olympic event.  We were all still engaged with the TV at this point, and the AT&T spot took advantage of it unlike any I have ever seen.  Standing alone – this is a good spot.  The fact that it ran at the perfect time is what made the spot great.

Fast Company did a write-up on how this spot was developed.  It was not easy.  And I think this work paid off in form of retention.  I think this ad had a few things going for it that made it one of the best of the year so far:

Timing – You can’t really get much better than this

Creative – The spot integrated AT&T technology with a real World example of how we interact with TV today

Emotional – Deep down, we all wanted to be an Olympic champion at some point in our lives

A lot of people think the TV spot is dying (I may be one of them) – but AT&T proves that there is still a lot to be gained when you combine great creative with a great media buy. It’s not as simple as airing the same spot over and over again to as many people as you can (We call that frequency and reach) – it’s about developing creative people will remember, and place it when they are most engaged.

We all produce TV spots when we work in marketing.  The thing is, our audience can be doing a million of things when our spot airs.  Tweeting.  Chasing their kids.  Leaving the room.  AT&T captured an audience who was doing exactly what they knew they would be doing, catching their breath after a great event.  They probably didn’t know they made us all catch it again.

Great work BBDO and AT&T for letting them do it.

Chris