Mad 4 Blog

At Mad 4 Marketing, we’re always wary of resorting to gimmicks when we’re building a campaign for your business. Although it can be fun to come up with extremely creative and off-the-wall ideas to help you get the word out, at the end of the day these brainstorming sessions are often best just to get the juices flowing and then can be scaled back to more reasonable ideas. But that’s not always the case. For example, guerrilla marketing endeavors can be classified as marketing stunts. These are often a popular and practical way to catch consumers’ attention and make a lasting impression. The important thing is knowing the distinction between what will work and what’s over the top. This takes the discretion of a knowledgeable advertising agency with a diverse skill set, from traditional to avant garde media and marketing applications.

One of the main reasons for concern is that marketing stunts are unpredictable. Since you’re ideally seeking a one-of-a-kind event or attraction, this means there’s no way to know entirely what to expect. There aren’t analytics to see how successful a similar promotion has been in the past and anticipate its reaction with the public. However, this doesn’t mean that it can’t be done correctly. It just means that it’s very important to estimate cost (in terms of money and time) vs. reward, and make sure everyone involved understands and approves the plan so that expectations are aligned. Nailing key messaging throughout the course of the event is vital, since once of the key pitfalls to avoid with marketing stunts is burying relevant ideas within the framework of comedy, outlandishness or absurdism just to make an impact. At the very least, if a stunt doesn’t go over as well as you’d hoped, it’s good to know that the brand’s name and core essence do get out.

Product placement is one of those obvious marketing ploys that audiences typically don’t like to see – or don’t like to be aware of, at least. Then again, if it didn’t work it probably wouldn’t be all over your television and movie screens. Morgan Spurlock’s most recent documentary, “POM Wonderful Presents: The Greatest Movie Ever Sold,” explores the phenomenon of product placement by interviewing business execs and artists about the growing trend – while simultaneously soliciting the movie to sponsors. He actually makes an interesting point about the gimmick of product placement, however, by noting that he doesn’t consider it selling out because he maintained creative control. Similarly, if you’re going to go for a gimmicky marketing stunt, it’s important that those receiving it feel like it maintains some integrity and is more about addressing them and appealing to them than it is about doing something for your own benefit and bank account.

For more advice about the types of marketing concepts that are most suitable for you, don’t hesitate to contact us for a consultation.

Have you checked out the latest series on the Independent Film Channel? It’s called “Rhett and Link: Commercial Kings,” in which two old childhood pals named (you guessed it), Rhett (McLaughlin) and Link (Neal) set out to provide local businesses with professional commercials they might not otherwise have been able to afford.

The hook is that Rhett and Link specialize in guerilla videos that are meant to have a slight humor and noticeable edge that will make them viable candidates for viral exposure. Once the commercials hit the air … and then the Net … they’re primed for sharing with others to get a good laugh and enjoy – while, of course, learning all about the deserving business in the region that’s being featured.

Two businesses in a chosen community are highlighted each episode. In the premiere, the duo visits two community pet businesses in need of a pick-me-up in terms of clientele. One is Super Shmuttle, a van which transports dogs to the bark to run and play while their owners are at work. The other is the Holiday Hotel for Cats, an unconventional boarding locale for cats where they’re indulged all day long with room to nap and climb and explore – and, importantly, given social attention from caring humans rather than being locked up in kennels while their owners are away. Benefiting lonely pets in the Los Angeles region, is it any wonder these were the two similarly themed businesses to which the commercial-making crew loaned their pro bono talents?

The TV series is based on the Web hit, “I Love Local Commercials.” For a limited time, you can check out clips and the first full episode of the series for free on Hulu.com. After you watch, be sure to come back and comment to let us know what you think!

Looking for a smart, affordable guerilla marketing campaign? What about an infectious and funny viral video? <u>Contact Us.</u>

Just because you want to take your business to the top of the charts as soon as possible doesn’t mean you need to spend a small fortune to do so. But as is the case in most situations, saving money may require some forethought and preparation. Here are a few tips for keeping your marketing efforts affordable while still getting a big ROI:

1. Know your needs. Marketers are traditionally creative-minded, so the sky’s the limit with the ideas that might be pitched your way if you have no idea what you want before you seek an advertising team. Naturally, any strong marketing team (ahem, ahem) is happy to help you figure out what those needs are before any kind of proposal is drafted. But having an idea of what you’re looking for before you begin shopping around can help you conserve time and energy – as well as costs – in the consultation phase of a campaign. Do you want to advertise on the radio or TV, and what are the reasons for that? Or are you looking to target online crowds to drive your message home? Maybe your needs are a little more specific to a time frame or locale. Consider what will make you happy in order to help marketers deliver it to you – trust us, we want to!

2. Assign a budget. This one might go without saying, but having even a loose idea of what you’re willing to spend on marketing can be helpful during preliminary meetings. Any trustworthy marketing firm will be extremely transparent about the costs involved in any strategies that are pitched. Ultimately, it’s up to you to know how much you want to invest. No matter the amount, we can help you figure out how to put that money to best use.

3. Identify your expectations. Sometimes you need to spend money to make money; but then again, sometimes you can throw good money after bad. From the outset, you should have an idea about the kind of return on investment that you’re expecting. Obviously, a great (and sometimes higher priced) marketing campaign can pay for itself, so you may want to consider that dollar conservation for the sake of it can hurt your business in the long run. Ideally you should create a timeline and expense sheet to figure out where you want to draw lines with profit margins before you kick off any new marketing endeavor. Don’t hesitate to ask your marketing agents about the best ways to track and measure viewership, perception and overall outcomes.

Ask Mad 4 Marketing how we can help you spread the word about your business without breaking the bank; as a small business ourselves, we take pride in working with companies of all sizes with every level of marketing need.

Last week, we talked about three important rules for interacting socially at business events. But what about when you’re ready to get the job done – that is, exchanging information, talking about your brand and bringing home the ROI for the reputation you earned by engaging properly and being on your best behavior? You may be handing out resumes, key chains or info packets, but no matter what – you’ve got a job to do. Here’s how to pass along your info without being pushy or unprofessional:

4. Make concrete plans. If you speak to someone who might make a perfect pairing for you or your company, don’t just say you’ll be in touch. Tell them that you’ll send an e-mail that evening or call their office on Monday – and then actually do it. Setting and meeting concrete goals is an often-overlooked, easy way to establish yourself as a trustworthy individual who would be good to work with. When reaching out, be sure to reference where and when you met that person, as well as something you spoke about. It may also be a good idea to connect through LinkedIn or Facebook, where your personal image or company logo will accompany your message, making it simple for them to remember you from a crowd of new names and faces at your networking event. And …

5. Always be prepared. The worst thing that can possibly happen is to be asked for your business card or promotional materials and not have anything on hand. No, it won’t simply due to rattle off your company’s website and hope that they remember; it’s not even good enough to exchange e-mail addresses or digits. A physical reminder of your meeting is an important part of carving your niche. So even if you’re just running down the ice machine, you might want to have a card or brochure in your pocket. Similarly …

6. Know your key messages by heart. Yes, you need to have a few sound bites memorized about your position as well as the business at large. These can be short phrases or even fun facts; just be genuine when delivering them so that they don’t make you seem corny or insincere. Polish up that elevator speech so that you can explain what you do in a concise and interesting way. You will be asked questions about your company – and even if you answer four correctly, your audience is more likely to remember the fifth that you didn’t know. Brush up on your company’s history and timeline, as well as the background of any key players, past and present. Know your numbers and, most importantly, understand your aims and objectives so that you can accurately convey them to people who may be able to help you achieve them.

Know any other tips and tricks we should share? Leave a comment or Contact Us.

Summer’s a popular season for conventions, trade shows, seminars and meet-and-greets. All of these are wonderful opportunities to get to know your industry peers, potential clients – and yes, even competitors. You may be an individual who’s looking for a new job, a professional trying to promote your business or simply building up your Rolodex – but whatever your agenda may be, you need to know the etiquette of networking before you breach the many hotel lounges, convention halls and conference rooms that await you. This week and next week, learn top tips when it comes to mixing work and play:

1. Remain the face of your company and brand. It may be after hours, but you’re still John Smith from Company A even when you’re down at the continental breakfast or waiting for a taxi. When you’re traveling for a business event – either downtown or across the country – you must remain somewhat in character at all times. This is especially important when you’re traveling alone and have to singularly represent your entire business. People will notice your persistent professional demeanor and appreciate that you’re not just putting on a face when you’re inside the event’s walls. However …

2. Putting business first can be a put-off. Many events emphasize the social aspect of networking events and conferences. That’s why there’s usually a cocktail hour or “fun” element to the evening, weekend or – yikes – week. Even in your best suit, you’re supposed to be friendly and relaxed – but don’t worry, everyone knows that everyone is there with an agenda. It’s simply an elephant in the room that doesn’t need to be addressed the minute you’re shaking someone’s hand. Focus on learning names, being pleasant and conveying a memorable sense of your personality. You can always exchange information and be in touch later about the nitty-gritty work details. If they liked your presence and attitude, they will be much more likely to remember you and respond to your e-mail than if you have a straight-down-to-business attitude and state your purpose from the outset. That being said …

3. Adhere to a two-drink maximum. Even if you sense that your colleagues want to party all night with you, they will respect you more if you cut yourself off after a few drinks. It’s important not only for that night but for the next day, too, if you have full account of your faculties and are able to communicate well. This doesn’t mean not to have any fun; but nursing two drinks as you network is a smart idea that can speak highly of your commitment to success. Plus, you’ll be up bright and early to get a head start on the lineup of events scheduled for the next day. Your less-sprightly colleagues will envy your energy as the day goes on.

Check back next Monday for Part 2!

Analysts confirm that small businesses are poised to spend more on marketing in 2011 than in 2010. Although this can be partially attributed to uptick in business as American companies crawl out of the recession of recent years, another giant factor is the growing need for digital and social media. More small businesses are looking to use external marketing specialists to build their websites, begin social media campaigns and engage more thoroughly with online communities.

According to an online poll by VistaPrint.com, 88% of small businesses (ranging in 1-10 employees making less than $100,000 per year) are expanding their marketing efforts in 2011. This is compared with about 29% of small businesses that said they planned to increase their marketing efforts for 2010, according to Ad-ology. About 34% of those expanding their marketing efforts are focusing on social media such as Facebook and Twitter, noted VisaPrint.com; meanwhile, Ad-ology reported that 45% of businesses polled were looking to expand their online video efforts and 35% felt ready to foray into mobile marketing.

Some advertising experts claim that the expenses may either not be warranted or not provide the ROI that a small business may be expecting. In some instances, the appeal of social media is its low overhead and general accessibility. For example, an in-the-know intern who’s ready to actively and smartly engage with a company’s online audience may be able to garner just as much, if not more, success and presence with online marketing efforts as a professionally organized marketing campaign.

The plus side for small businesses that expand their marketing budget and finance professional social media campaigns is greater accountability, measurability and the ability to integrate social media elements with a comprehensive marketing campaign that also factors in traditional media such as local radio, television or print ads, out-of-home engagement and word-of-mouth efforts.

Learn more about the dos and don’ts of social media and online marketing next week. In the meantime, if you’re a small business looking to expand your marketing efforts this year – on the Web or not – don’t hesitate to Contact Us. As a small business that’s been successfully operating in South Florida since 1992, we know a thing or two about your specific, small-business needs.

Your company’s identity is absolutely vital to its success. Its image, reputation and aesthetics are all about as important as services rendered. And the very first point of contact that a prospective client or customer has with your company is the logo.

On “America’s Next Great Restaurant,” contestants vying to open three branches of a brand new food-service chain devoted one episode to putting their logos to the test. They had an objective audience vote on where they’d pay cash to eat based on the look of the logos alone. Contestants learned a fast lesson about how important this sort of choice can be when it comes to starting a new business. Other image-related challenges included designing uniforms, menus and restaurant decor. All of these things, the celeb judges asserted, were just as important to the potential chains’ success as the food, name or location.

As a society, we’re very visually oriented. People are quick to make a decision based on their first, entirely sight-based impression–and then they just as quickly move on. So having a logo that packs a wallop with one solid, clear thought is necessary. Imagine it as your company’s firm handshake. You can convey a sense of sincerity, energy and longevity with the right look.

Think about it: What colors, fonts and symbols represent what you do? More importantly, how can you tie a sense of personality (that’s unique to your brand and “voice”) into a singular image that also stands for your company’s name? Plus, you want to be memorable. If your logo shows up next to a list of your competitors’, you want yours to be the one that stands out.

When designing your logo, Mad 4 Marketing takes into account all of your brand’s key messages. What are the thoughts you want to convey? Although these won’t literally translate into your logo, they can affect its design. Are you all about being modern and edgy? Maybe a chic and bold font is right for you. Are you aiming for a low-key, tropical vibe suitable for South Florida? Perhaps a sea blue is a better choice than boring old white for framing your logo.

Whether you’re handing out pens at a trade show or having individuals step in the front doors of your office (your outside signage and reception area should not be overlooked), any first encounter with your logo can impact your chance of success. Even if you have a logo that’s suited you well, maybe your customers are too used to it; you can grab some new attention with a slightly tweaked, fresher vibe. Retooling your logo is also a wonderful excuse to reach out to colleagues and customers alike to let them know about the change and send over some promotional materials.

Don’t hesitate to ask how Mad 4 Marketing can integrate your brand and business goals into a new logo that really makes your audience stop and take notice.

One of the biggest media stories in recent weeks is that the New York Times website decided to charge for access to its content on the Web, whether by computer, tablet or mobile device. Previously, reading NYT content was free and unlimited.

There are some stipulations, however. First of all, the first 20 articles per month still remain free. Second, print subscribers receive full online access. Third, only direct access through the main site requires a fee; finding links to articles from blogs, social media sites or other third-party referrals—including Google—remains complimentary.

By doing this, New York Times seems to be valuing the views from various sources differently, which many analysts presume can hurt the way marketing is performed and measured on the site. Those who are “regulars” on the site with their bookmarks loyally intact will be penalized, while the passive consumers of NYT content are encouraged or rewarded—which must speak to marketers on the site about the quality and investment of audience viewership. Are their online ads going to be viewed by those with whom the news outlet is held in high esteem, or scanned and dismissed by noncommittal browsers without a standing relationship to the New York Times?

Others simply find the move to be nonsensical, considering the plethora of trusted news content that’s available online; it’s as if NYT is bowing to this berth of competition or challenging loyalists to stay and continue using its site in the same manner…for what reward? Speculations abound, with plenty of critics suspecting this to be a mere red herring in the process of some greater scheme to change how users interact with NYT (such as via tablet) and get used to the idea of paying, in some respect, for its content.

AdWeek reports that about 83% of users access NYT through third-party means; 15% of users drive 80% of subscription traffic. These real fans, who are being taxed for their behavioral preferences, will likely simply seek out other outlets or adapt to the economics of the situation rather than play ball and open their wallets.

So let’s hear it: Has the New York Times shot itself in the foot, or do you have faith that the marketing minds behind this move know exactly what they’re doing?

In recent years, there’s been much debate about marketing to minors, especially when it comes to nutrition and health. According to the Centers for Disease Control and Prevention (CDC), the Federal Trade Commission (FTC) recorded $870 million spent by the food industry on marketing to children under the age of 11 as of 2006. Nationwide, that number soared to upward of $1 billion spent on marketing to adolescents. And the majority of that advertising focused on sugary drinks, breakfast meals, candy, snacks and fast-food menu items.

Similarly, cigarette companies have been cited as far back as the 1980s saying that the trends and behaviors of teenagers were important to their campaigns–not necessarily because they wanted children and young adults to smoke, but because the industry relied upon raising up future smokers from a young age and instigating brand recognition/allegiance. This trend is characterized by two elements: advertising that suggests smoking is more widespread than it actually is (and therefore must be affordable or socially acceptable), and also that smoking makes a person “cool”–which can severely impact the self-image-obsessed teen. More recent confirmations on the part of several lead tobacco distributors clarify that strategic marketing hasn’t varied all that much in recent decades. In 2010, California effectively banned an electronic cigarette company from marketing to minors by saying that this product is safer than real cigarettes and marketing youth-oriented flavors such as strawberry and bubblegum.

The main issue that springs to mind is that a child might not be able to interpret and analyze advertisements in the same way as an adult, leaving him or her vulnerable to influence. An adult is able to consider an advertisement’s message and then make an informed decision, whereas a child is susceptible to interpreting or believing a commercial’s message without discretion.

Because the practice of advertising to children calls into question the boundaries of free speech via the First Amendment, this issue is largely federal and therefore a hot-button issue among those rallying for stronger child health governance–especially in the wake of Michelle Obama’s lauded Let’s Move! campaign to decrease child obesity and improve child health. But there are also strong examples being set at the state level.

In 2009, Maine enacted a set of statutes meant to govern how advertising targets those under 18, titled The Act to Prevent Predatory Marketing Practices Against Children. Key points include:

• Inability of marketers to collect personal information from minors
• Inability of marketers to sell collected health-related information about minors, either if this info was illegally obtained or if the info identifies the minor
• Use any information about minors for the intent of marketing to that minor with a call to action addressed to that minor (this is defined as “predatory marketing”)

Do you think that similar laws are necessary in additional states to protect kids? Is 18 a fair age to separate children from adults when it comes to advertising? What about federal laws governing marketing to minors on the Internet? Should marketers trying to evaluate and target young audiences be termed “predators”? Mad 4 Marketing would love to hear your thoughts!

Do you know what the term “competitive advertising” means and how it can help you grow your business? If you work in an industry that’s steeply competitive, especially in a region that’s closely familiar with the kind of business you perform (for example, a small town with three localized baby clothing boutiques), you can take advantage of this strategic technique.

Competitive advertising is when you market your products and services by comparing them with the products and services offered by your competitor. In the process, you point out how your company is a better option than any others. In some cases, this can be an opaque comparison–such as “We’re the city’s best baby store!”–while in others, it’s a more transparent: “Our Company offers double the discounts given by Small Town’s other baby stores.” In the first instance, a company might refer to outside awards, merits, testimonials to prove how they are “better” without providing direct evidence or referring to their competition. For example, think of those ads where supposedly blind taste-testers choose one brand’s product over another’s (“Best-tasting snacks…”). In the second example, empiric evidence that compares specific features of competing brands is collected, analyzed and then presented in a neat package for customer consumption (“Our snacks have 30% less saturated fat than lead competitors…”).

There are also two distinct ways to approach competitive advertising. You can focus on your own assets or emphasize the weaknesses of someone else. A prime example is political races, where sometimes would-be elected officials promote their education, experience and other advantages while in others, campaigns focus on digging up dirt and dissing on another candidate (sometimes known as smear campaigns).

Naturally, this tactic can be somewhat controversial. It can incite ire from competitors and start inter-industry battles. To some, entering the limelight involves the kind of publicity and costs they cannot afford. If you’re worried about a bigger company with ten times your advertising funding crushing your efforts–or worse, suing you for libel–you may not want to engage. But for others, starting a debate means additional, free advertising (such as word-of-mouth and even outside media coverage) as well as acknowledgment from the industry or potential customers. Warning to those considering this tactic: Be prepared to back up your data and defend your stance. It’s a risky endeavor which, when handled correctly, potentially offers huge ROI.

Also, remember that naming names can lead to legal snafus. There are ways to compare specifics without naming names, if you work with marketing specialists who can cleverly walk the line between vague competitive claims and more direct details that will resonate with viewers. Well-known competitive advertising gimmicks include the PC vs. Mac and iDon’t/Droid Does commercials. Ask Mad 4 Marketing how we can help you explore the kinds of competitive advertising that can help your company stand apart from the crowd.