The way ahead in marketing is to eradicate the truths we’ve lived by.
As Gini Dietrich and Geoff Livingston say in their new book (released this week), Marketing in the Round, “the only way to succeed in the future – to best serve your customers, to become an investment in the company’s growth – is to market in the round.”
The marketing/communications world is quite often siloed. Marketing, public relations, advertising, social media, web development, direct marketing, search all do their own thing, sometimes unaware of what the others are working on.
But like the Knights of the Round Table, these job functions need to join together to create something bigger and more powerful. (Come to think of it, this sounds like the plot for Voltron!)
Dietrich and Livingston help readers navigate obstacles – from getting leadership buy-in to identifying which tactics to deploy and when.
The book provides easy-to-understand charts – and also includes worksheets and exercises to complete. This is more than a book, it’s the first shots fired in a common-sense (yet sorely-needed) revolution.
I love that this book was written as a collaboration, because that’s what it’s all about: by working together, we can accomplish so much more.
When I heard that Gini and Geoff were teaming up to write a book, I had high expectations. They are two of the people in the PR/social industry I respect most.
Both were featured prominently in the Master’s in public communication course I taught this spring at American University. Spin Sucks, the blog for Gini’s agency Arment Dietrich, was required reading. Geoff’s tireless efforts in using social media for charitable causes was the basis of a research project for two of my students.
I don’t give ratings or anything like that, but I’ll say this about Marketing in the Round: I’m giving my advance copy to one of my students…and going to buy one for myself.
Come work with me at iostudio. You know you want to.
iostudio is experiencing rapid growth and is seeking a talented and experienced public relations professional. iostudio has a growing portfolio of fast-casual restaurants, nonprofits and charities, and B2B clients in need of public relations services. We are looking for someone to oversee client projects, create fascinating and innovative promotional tactics, and position iostudio as an industry leader as a full-service marketing communications agency.
This position requires an expert ability to remain organized, work independently and think on your feet. The candidate we are looking for will:
Create and execute PR plans for a diverse array of clients and iostudio’s own program.
Independently build relationships with media to promote our clients’ and iostudio’s internal programs.Generate and maintain media lists using Vocus.Develop, plan, organize and initiate grassroots marketing efforts.
Write and edit news releases.
Travel up to 20 percent.
The above statements describe the general nature and level of work being performed by individuals assigned to this classification. This is not intended to be an exhaustive list of all responsibilities and duties required of personnel so classified.
Minimum Requirements:
B.S. or B.A. in public relations/advertising/marketing or related field.
3–5+ years of PR experience (agency or company).
Previous restaurant and nonprofit experience preferred, but not required.
Effective and professional verbal and written communication skills are essential. Ability to communicate ideas to employees, vendors, applicants and others in a clear and concise manner.
Strong proficiency with Word, Excel and PowerPoint on a Mac or PC platform; PR programs (such as Cision, Vocus, MyMediaInfo, etc.); and other applicable software.
Knowledge and ability to research information on the Web.
A wide degree of maturity, independence, creativity and latitude is expected.
Ability to pass a thorough background check as per the iostudio handbook guidelines.
Brands are featuring their domestically-produced products in a way that evokes feelings of patriotism and citizenship.
The implication is: “Buy our product and you are helping America! Heck, yes!”
From an emotional perspective, it’s a home-run tactic. Just look at Chrysler’s “Halftime in America” Super Bowl commercial:
That ad resonates with most every American – blue and white collar, alike.
I think, if given the option of two equal products, people would naturally lean towards the one from their home country.
However, therein lies the problem with “Made in []” campaigns.
The brand is choosing to present the country of origin as the #1 discriminating factor instead of any tangible attribute.
Is your product better than your competitor’s? Is it something I need? Is it something I should WANT? Is it innovative?
When marketing, at least one of those questions should be addressed at all times.
“Made in America” should be a kicker, NOT the centerpiece of the campaign. Convince me your product is awesome and desirable, THEN tell me it’s made in America to make it the last little bit of mojo your ad needed to make me pull out the AmEx.
We want the best products. Yeah, the economy is tough, which makes purchasing quality items important. And while price is a major part of the equation, I’m betting consumers would rather buy one thing that will last longer/work better at a high price than have to replace or repair something constantly.
As I said above, I definitely enjoy a good “Made in America” campaign, but for it to be most effective, it has to be implemented carefully.
Well, according to a news release this morning, he’s gone missing!
This has The International Brotherhood of Mythical Creatures quite concerned.
See, Kegasus hasn’t Tweeted (@allhailkegasus) since last May. Here is the text from this morning’s release:
Kegasus is Missing: International Brotherhood of Mythical
Creatures Announces Alternative Options
THE NORTH POLE – (February 13th, 2012) Today, the International Brotherhood of Mythical Creatures (IBOMC) announced that Kegasus, the Lord of the InfieldFest at the Preakness, is officially missing. The last time he was seen was in Shackleford’s stall for the Preakness after-party on May 21st, 2011. Two days later, he tweeted (@AllHailKegasus) his plans to travel to the British West Indies with an “unnamed supermodel.
The news of Kegasus’ disappearance has been devastating for the Brotherhood, as he sat on the Executive Board as the social chair. The IBOMC understands the great honor of having a member play the important role of Lord of the InfieldFest at the Preakness, the biggest party in the Mid-Atlantic region.
The IBOMC was established to protect the interests of mythical creatures everywhere and to clearly define each member’s role. At the very core of its by-laws, members are forbidden from performing the duties of another member. However, in light of Kegasus’ absence, the union has been placed in a precarious position as two of its members have stepped forward in an attempt to assume the title of Lord of the InfieldFest.
The Leprechaun and the Easter Bunny are each using personal assets to launch PR campaigns to make the public aware of their respective platforms. The IBOMC plans to convene an emergency board meeting to review its bylaws concerning the matter.
These two mythological creatures have launched their independent campaigns today, and can be followed by fans on their Facebook pages:
The International Brotherhood of Mythical Creatures, or IBOMC, is a union governing all mythical creatures who must shelter the light of Awesomeness from within while guarding against the darkness of Lameitude. Its origin dates back to 93,145,109 B.C. The 13th day of the month of Octobius at 9:17pm, a Tuesday, is oft quoted as the day the union movement was first conceived. According to ancient scribes, the union was formed at the behest of the most beloved mythical creature of all, Santaclawzius, when ions ago, he began to face stiff competition from the most unlikely of places.
As a marketing campaign, I’m VERY curious to see where this goes.
Will the absence of the controversial Kegasus capture the imagination of people as much as his emergence did?
You can say that as a half-man, half-horse, Kegasus had a halfway decent tie-in to horse racing, whereas the Easter Bunny and a Leprechaun are a bit of a reach.
But I really like the PR/social tie-in here. The only thing missing here is a hashtag!
Nice work – and let’s see where it goes. Oh – and I hope Kegasus is OK!
Nothing gets marketing/communications folk more amped-up than THE BIG IDEA!
A BIG IDEA is something monumental, memorable and completely out there, but perfect.
We chase THE BIG IDEA like we’re Sasquatch hunters.
And when we find that THE BIG IDEA came to another company, we aren’t even jealous. It’s a cocktail of admiration, respect, hatred and frustration. Probably toss a few deadly sins in there, for good measure.
I do believe that Pizza Hut has struck gold and oil and diamonds all at the same time.
To launch their new $10 Big Dinner Box, they thought, appropriately, completely outside of it.
For $10,010, you get a marriage proposal package that includes:
A Ruby Red Ring (and while a diamond would preferable, Red is their primary color)
Fireworks
Limo Service for a night
Flowers
A videographer
A photographer
…and a $10 Dinner Box
But here is the best part.
Click on that link and read the fine print: Limit 1 per person!
Do you want to be that guy who is unsure which woman is the one for you, so you purchase multiple proposal packages from Pizza Hut to see who says yes??
But I digress.
This campaign has made headlines everywhere. It’s been in the news and covered on the radio.
It’s not a contest or a prize, it’s a special package people can PAY for.
I would assume that buried in the fine print is that the photographer and videographer will give a copy of all film and assets to Pizza Hut for use in future marketing materials.
I don’t think my wife would have approved of this proposal method, but I’m sure that there are 10 couples out there that would consider this well worth the $10,000. Plus $10 for dinner.
The public has spoken and the vats majority of the nation disagreed with their decision to pull the funding. Planned Parenthood reportedly raised MILLIONS of dollars last week in support.
So what does Komen do?
According to Handel, she claimed that every level of the organization, including every single member of the board of directors, signed off on cutting the funding.
Say what?
When the organization should be trying to repair relationships, she has left them high and dry with a complete “screw off” to the public.
This sounds like, “we restored the funding, because silly people made a lot of noise, but, gosh, we don’t want to give money to Planned Parenthood.”
She cited “gross mischaracterization” of their strategy.
What she should have done was admit fault and misreading their donors. Say that they respect Planned Parenthood and look for ways to grow the partnership. Say that there was a giant miscalculation. Say that there is work to be done to restore public trust.
But don’t fight back against the public.
I found this letter combative and defensive, the last traits Komen should be displaying at this time.
They can stand by their decision, but the people who fund their organization weren’t on board with it. So which is more important – defending a hard-to-defend decision or repairing your relationship with your donor base?
