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Marketing News & Insights from Mascola Group

The Day Social Media Died “Experts” have called the death of Facebook, Twitter – pretty much every social medium that exists. Are they really dead? Find out inside.

Billboard Grammatical Errors

See the top 5 outdoor mistakes from around the country.

Ask the Captain

sit amet, consectetuer adipiscing elit, sed diam nonummy

The Dirt on Vine

How can businesses use Twitter’s video sister?


Running Late?

Valet Parking at Union Station parknewhaven.com 2


Table of Contents Ask the Captain

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Get sound marketing advice from our

Top 5 Billboard Grammatical Errors 12

Cover Story: The Day Social Media Died

favorite mad “man”

6

“Experts” have called the death of Face-

Take a look at 5 cringe-worthy outdoor mistakes from around the country.

book, Twitter – pretty much every social

Who Did it Better

5

Which UFO ad gets it right?

Guess the Brand Read the slogan; guess which company goes with it.

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medium that exists. Are they really dead? Find out inside.

Retro Ads

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This issue: Mercedes-Benz 300d, 1958.

What’s this Vine thing all About?

9

How can businesses use Twitter’s video sister to their advantage?.

Crossword Puzzle

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Movers, Shakers, and Icons in the world of advertising.

Branding, The Good the Bad and the Ugly

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Lots of brands change their logos. Some do it better than others.

You hold in your hands A Piece of History The first edition of any printed matter is destined to be a historical artifact. The first edition of Life magazine, dated November 23,1936 is now a collector’s item. The first edition of Newsweek, launched in 1933, featured Hitler on the cover. These amazing publications chronicled the history of America as it unfolded on their pages week after week, year after year, generation after generation. Of course, they’re both gone now. Life folded in 2007 and Newsweek stopped printing on December 31. While the print versions of magazines fade into oblivion, we decided to buck the trend and create a new one. We fills its pages with content designed to tickle the brains of those brave men and women who are starting new businesses, expanding old ones, or trying to figure out how to breathe life into their marketing and business plans. Whether your morning journey takes you to a tiny office in Manhattan, a mom-and-pop shop in the suburbs, or a dusty warehouse office in an industrial park, you have something in common with thousands of businesspeople in the metro area: A quest for knowledge. And so, M//G: Marketing News & Insights was born. Learn something, laugh at something, ridicule something, and try to resist the urge to edit the copy or redesign the layout. After all, it was free. Enjoy it. While it’s still being published.

Oh, and please pass it on. Send this link to whoever you think might be able to use it: www.mascola.com/insightspub

Chuck Mascola Chairman, Mascola Group

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My furniture shop is moderately successful, but I keep running up against the big guys, who are undercutting my prices. How do I get the word out about quality over price? Is this something I can accomplish using social media, and if so, which medium is best? -Mom&Pop Blues Dear Mom & Pop, Social Media is one option for delivering your message of quality, albeit a long, drawn-out, painful option. A Facebook post is great if you want your second cousin to know about the craftsmanship of your furniture, but you need to speak to new potential customers. If you can find a way to encourage loyal, satisfied customers to Like you on Facebook or host a contest where they post pictures of their new furniture in use, that can start to spread the word beyond your existing social media circle –

ASK THE CAPTIAN

but it’s a slow burn and requires a lot of manual management. The first thing I would recommend is embracing your higher costs. If your product is truly better quality, then the right customer will understand that there is a premium to go beyond the Bob’s experience.

I run a small manufacturing business in Fairfield County. Our marketing is mostly B2B and takes place predominantly at trade shows. We have been talking about diving into content marketing, but are unsure of how to get started. Which form of content is the best for SEO? How do I get everyone in the office to participate in content creation? And what is the most effective method for distribution? - Confused About Content Dear Confused, Content is certainly king in the world of B2B marketing. Actively positioning your company as a thought leader within your market is often the most effective way to steal market share from competitors whose marketing efforts likely consist of a sell sheet and a folder. One approach I’ve found extremely successful for a number of B2B clientele is the use of targeted email campaigns focused on educating, nurturing and staying front of mind to your potential prospects. These emails can consist of case studies, industry insights and developments, company news, etc. The trick is to not give it all away in the email. Your end goal is to further engage and bring prospects closer to the point of contact, so tease in the email and link to the full story on your company website or blog. From an SEO standpoint, having your email link to full stories or insights housed on your company’s website is not only going to improve your organic search engine ranking, but your also giving visitors a reason to stay longer and engage deeper. Eventually you can take your efforts one step further by incorporating a Paid Search campaign to actively draw new prospects into your ongoing content marketing efforts. Good luck! The Captain

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Need advice from the captain? Email captain@mascola.com

Next, you need to locate and reach this quality-minded customer. High-end Interior Design publications in your local area are a great, but can get very costly. Another option is Direct Mail. A few years ago, the post office introduced their Every Door Direct initiative, making local direct mail efforts very easy and affordable. Paid Search is another cost-effective way to target consumers within a specific geographic location, while they’re in the process of searching for new furniture. If someone within 20 miles of your store happens to search for “Furniture Store”, you can get an ad in front of them immediately speaking to the need to select quality furniture that will last forever. This message won’t resonate with everyone, but it doesn’t matter because you’re only paying for those who click on it. The only issue with Paid Seach is that you will be competing with much larger local and national chains who have the wallets to bully you out of any prime placement. Regardless of the medium you choose, be aggressive in your messaging. You have the better product, so stand by it. Best of luck! The Captain


Who Did It Better?

This Issue: Using UFOs to Sell Cars In this corner, we have Smart Car, who used the mysterious UFO

And the winner is: Smart Car. While the VW ad is beautifully

to sell people on the unbelieveable price back in 2006. The line

art directed, the concept is lacking truth. What is it that makes

reads: “Nobody will belive you’ve seen a price like it.”

the Scirocco unusual? Seems like a pretty run-of-the-mill coupe

In corner number 2, we have Volkswagen, who used a UFO in

to us. They haven’t established a Point of Difference, where the

this ad to equate the Scirocco with “unusual” experiences three

Smart Car POD is clearly price, and the UFO is used in a some-

years after the Smart Car ad was released.

what clever way to get that point across.

? 5 7 9

Can you guess what brands are associated with the slogans below? Take a guess. Answers are underneath, upsidedown.

2 2 4 4 6 6 8 Taste 8 the Rainbow

1 12 3 3 4 5 56 7 7 8 9 10 9 10 10

12 2 3 4 4 56 6 7 8 8 9

2 4

1 3

1 1 3 3 The 6 World on Time 5 5 5 7 8 7 7 10 9 9 10 9 10

1 1 2 3 43 5 5 6 7 87 9 9 10

2 2 KEEP 4 CLIMBING 4 6 6 8 8

10 The Happiest Place on Earth 10

Guess the Brand Answers: 1. AT&T 2. BMW 3. Delta Airlines 4. Home Depot 5. FedEx 6. McDonald’s 7. Skittles 8. Dell 9. Disneyland

1 3

Guess the BRAND

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The Day Social Media Died 6


Facebook has been dying since at least 2008.

by Lauren Leitch & Michelle Yue

T

witter is dead. MySpace? Please. Even YouTube bit the dust, according to dozens of YouTube videos proclaiming it so.It

can’t be long before Pinterest is pronounced dead as well. These are the rumors that bloggers often like to spread, especially when a medium goes through a change in look, content, or policy. But social media is actually alive and well. It is not simply a trend. And all CEOs and marketers should understand the importance of it for their brand. Just because technology changes at such a rapid pace doesn’t mean that it can’t be embraced and used by companies to build solid relationships with core audiences and even generate leads. The key is to not panic over death proclamations. Because the reality is, the social media field continues to grow and evolve to suit the ever changing needs of consumers and the brands that want to target them. And the anchor of it all? Facebook. Look at the numbers. There are over 1 billion active Facebook users. Twitter, LinkedIn, Tumblr and Instagram combined make up only half of that. Another sign of vitality is the use of Facebook on smartphones. Facebook’s app is the third most popular, trailing only email and the web browser. Smartphone users are checking Facebook 14 times a day. Considering the average person is awake 16.4 hours of a day, that’s some serious commitment to this “dying” media. Facebook’s advances in technology for advertisers, growing ad revenue and increasing reporting ability are solidifying its place in the tool belt of marketers and the portfolios of aggressive investors who are looking at Facebook as a strong long-term investment.

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And just because Facebook is king, doesn’t mean that any of the other social media big boys are going away anytime soon. Twitter has

Death Proclamation Timeline “Facebook is dead as a platform.” Oct 2008: Jevon MacDonald, Co-founder of StartupNorth

proven it’s not just a flash in the pan; the sexier, younger sister of Facebook is projected to double its ad revenue in 2013. Now that we’re over the death proclamations, how do you know if social media is right for your brand? The answer is, almost always,

“I just think Twitter as a form of communication, I think it’s over…” Apr 2010: John Mayer

yes. Unfortunately, most businesses, particularly small ones, do not have the flexibility, time, or funds to master every social medium that

“Facebook Is Dead For Gen Y”

comes down the never-ending pike.

Nov 2011: Patrick Evans, MediaPost

Just as marketers have sat down (for decades) and determined which traditional media are the best choices for their brand, they should do the same with social media.

“Instagram (has) quickly become an ‘Insta-yesterday’ fad.” Apr 2012: Stacy Lynn Kingsley, Daily News

“Chivalry is Dead -- And so is Facebook” Nov 2012: Anne Hilker, Huffington Post

Here are some helpful stats and info to help you determine which of the big social media players are right for your brand.

• A significantly large gap in gender; women are about five more likely to be pinners than men • Great for brands who ally themselves with DIYers or crafters

Facebook

30 crowd, through it is still popular

• Over one billion users

with folks 30-50

• 67% of online adults are on Facebook. • Women are more likely to be on Facebook than men • Especially popular among young adults but also the most commonly used social network by older people • Great for community based organizations and national brands • Brands engage users with content sharing, contests, games, polls, and

• People who live in urban areas are much more likely than both suburban and rural residents

you with marketing tactics, even some that track ROI

• Lends itself really well to live events • Retweeting is a very common practice on Twitter, so it is a place where content is often shared • A great way to engage with customers and provide customer service.

Pinterest • Online scrapbook is utilized by 15% of Internet users • Most popular among Caucasians,

Twitter

women, the well-educated, and

• Doubled its usage in the past two

those with higher incomes

years • Especially popular with the under

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brands have had great success • Nice way to generate traffic and purchase for your e-commerce site

to tweet

promos • Facebook has apps galore to help

• Fashion, food, art, and design-based

• Young adults are also likely to use the site

Instagram • 13% of Internet users are sharing their pictures on Instagram • Now that it has been acquired by Facebook, it will be at the fingertips of the 1billion+ users • More popular with women than with men • African-Americans and Hispanics are more likely than Caucasians to use Instagram, along with urban residents • Great for products and services that are visually appealing and to inspire user-generated content from your followers


So What’s This Vine Thing All About? by Lauren Leitch

I

t’s been over three months since Twitter announced their new short video tool, Vine,

and it’s already weaving its way into pop culture and marketing plans alike. Apparently the video version of 140 characters is a 6-second, looping video. And while one might first liken them to the animated gif, leveraging the masses of Twitter with this new format could provide a powerful new tool for both publishers and marketers. Vine has already started to prove its stuff with live events, much like Twitter, being utilized during the East Coast Storm, New York Fashion Week and other landmark events. And while it has hit some hiccups with questionable content, Twitter and the internet community are working on cleaning it up. Users still seem to be getting their feet wet, and many brands are still struggling to find meaningful content beyond neat illustrations and cute animal clips. One movie studio that’s taken to Vine very seriously is Oscilloscope Laboratories, which has been incrementally releasing their new film, It’s a Disaster, 6 seconds at a time.

Wondering how your brand can get started with this new visual platform? Here are some ways to dip your toe in the water: • Showcase a Product

• Cat Videos

• Create Teasers

• Encourage User

• Film a series of How-to’s

• Make a big announcement

generated content

• Use humor

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Rebranding: The Good, The Bad, & The Ugly Who doesn’t love a good rebrand?! by Nick Healy

I

t can add life and sales to an old product line or it can introduce a new audience to a product they’ve never seen or may have overlooked be-

fore. A rebrand can go horribly wrong, as with Tropicana’s packaging redesign and the Gap’s rebrand a few years ago. These both ended up with extreme backlash from audiences old and new, and both were quickly changed back. Or it can go amazingly well, as with the update to the entire Levi’s marketing campaign. I first came across this project, brought to us by Turner Duckworth, in last year’s Communication Arts Design Annual. According to the blurb in the Annual, Levi’s has recently moved to a centralized global business model and needed to create a visual identity that celebrated their heritage but positioned the brand for the future. This is something that you hear a lot in design and advertising these days: “make it retro but still look modern.” For the most part, it is easy

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to accomplish one or the other, but not both at the same time. Taking a big step, they chose to lose their word mark and focus on their iconic “batwing” icon. Not many companies can get away with not having their name in the logo or in a prominent position on their branding, but I think they have pulled it off well. The missing word and bright red patch help to create bold marketing graphics like the one to the left. The retro styling of the model and photo shoot, paired with the new mark, bridge that gap of old and new perfectly. On the actual jeans and stationery they have also redesigned the secondary “two horse” symbol to be less cluttered and easier to read. The redesigned logo also appears on clothing tags and store signage. Now the only thing to do is wait for public reaction and see if Levi’s stays with their new direction. Personally I hope they do.

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Top 5

Outdoor Grammatical Mistakes Spelling Errors on Billboards Are No Laughing Matter by Michelle Yue

S

ure, we’ve all seen grammatical and spelling errors on billboards and

Now I’m probably one of about

other signs that make us laugh. The ones you look at when you’re

5 people in New England who even

supposed to be doing work. C’mon, you know you do it.

picked up on this blunder. So no

Well, it may be funny for you, but for every chuckle or guffaw that

need to shed any tears for People’s.

exits your lips, there’s a brand that’s crying – even dying – inside. Have

But you have to get a little choked

you no heart? No soul?

up when you think about the

Is it funny when a typo happens to a national beer brand? Is it funny

marketing team for South Bend

when it happens to a local “public” school system? No, it’s not funny.

Public Schools. Probably a big win

It’s sad. Sad for me. Sad for you. And sad for America.

for South Bend’s Catholic schools,

Here’s what’s really sad. When grammatical errors happen that no

though – so it’s a wash.

one (except a grammar geek like me) even notices. I once saw a billboard

If you happen to see any great

for People’s Bank in my area that read, “Delighting customers for 169

billboard typos, feel free to post

years… now it’s your turn.” It’s my turn to delight your customers? Whoa.

them on our Facebook Page.

Now that’s asking a bit much of your target audience. Oh, you mean it’s

facebook.com/mascolagroup

my turn to be delighted? Well that’s an entirely different story.

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Retro Ad Gallery

Mercedes-Benz 300d (1958)

FUN FACT: In 1958 Mercedes-Benz entered into a distribution

Definitely not the flashy, perfectly lit car ad that

Indiana (USA), makers of Studebaker and Packard brand automo-

you see today. However, this ad for a Mercedes 300d

biles. Under the deal, Studebaker would allow Mercedes-Benz access

does a great job of conveying the class and sophis-

agreement with the Studebaker-Packard Corporation of South Bend,

to its dealer network in the U.S., handle shipments of vehicles to the dealers, and in return, receive compensation for each car sold.

tication that are still the hallmarks of the Mercedes

Mercedes-Benz maintained an office within the Studebaker works in

brand today.

South Bend from 1958 to 1963, when Studebaker’s U.S. operations ceased. Many U.S. Studebaker dealers converted to Mercedes-Benz dealerships at that time.

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24. Chewing gum brand that was

1 2

Advertising Trivia

the first product to have a UPC bar code on it

3

25. Actress Brigitte, or the biggest name in television ratings 26. The world’s largest online

4 5

retailer

6

7

27. Computer giant that designed

8 9

10

the first smartphone in 1992

11 12

13

14

15

28. Where you might lose your change, or your body copy

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29. Audience from one market

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reported in another market,

18

or what made Exxon infamous

19 20

21

DOWN

22 23 24

1. Howard Stern’s one-time

25

arch-nemesis

26

2. CP+B founder, Bogusky

27

4. Cost-per-thousand, abbrev 5. “The Father of Advertising”

28 29

6. Don Draper actor, Jon ____ 9. Disgusting form of media measurement? 11. Slogan 12. First athlete depicted on the Wheaties box 14. Seattle coffee giant that was the 1st brand to reach 10 million Facebook likes 16. Dunkin’ Donuts’ “Time to

Movers, Shakers, & Icons How much do you know about brands, advertising, and pop culture.

make the donuts!” baker 17. A specific audience or demographic group 19. Japanese automaker credited with inventing QR codes 20. DDB founder, Bernbach

15. The CISCO brand name was

2. Brand behind “1984” Super Bowl ad

18. Focus groups and core user studies

million per year in advertising 7. Mr. Whipple scolded customers who squeezed the ________ 8. Sport beverage brand name derived from University of Florida mascot 10. He popularized the “4 Ps of marketing” 13. Budweiser pitchdog, Mackenzie

fall into this category 21. Florists’ Telegraph Delivery is better known as… 22. Actor David Leisure played sleazy pitchman “Joe” for this auto brand in the 1980’s 23. Search giant originally named “BackRub”

DOWN 1. Federal Communications Commission 2. Alex 4. CPM 5. David Ogilvy 6. Hamm 9. Gross Rating Points 11. Tagline 12. Lou Gehrig 14. Starbucks 16. Fred 17. Target 19. Toyota 20. William

3. The first magazine to make $100

derived from this California city

Answers: Across: 2. Apple 3. Life 7. Charmin 8. Gatorade 10. Philip Kotler 13. Spuds 15. San Francisco 18. Qualitative Research 21. FTD 22. Isuzu 23. Google 24. Wrigley 25. Nielsen 26. Amazon 27. IBM 28. Gutter 29. Spill

Across


MG//Insights